Apr 16, 20255 min readIN AN AI DRIVEN WORLD QUAL RESEARCHERS SHOULD BE SEEKING ONE THING : ORIGINAL VOICEHey thanks Craig for asking me to be a part of this important discussion. Context : almost exactly a decade ago I left corporate world...
Apr 16, 20257 min readFrom Static to Spectacular: Transforming Qualitative DeliverablesI've been especially looking forward to writing this article in The Campaign for Real Qual series because it explores what I believe is...
Apr 16, 20256 min readAI in Qualitative Analysis: The Hype, the Hope, and the Reality CheckThis week in The Campaign for Real Qual , we explore one of the most actively discussed areas in qualitative research today – using AI...
Apr 16, 20255 min readAI Moderation: A Game-Changer or a Gimmick?At the last three research conferences I attended, AI-powered qualitative research - often called ‘Qual at Scale’ - was everywhere....
Apr 16, 20255 min readResearch Design in the AI EraLast week, I explored how AI is reshaping research – driving a shift towards immediacy and 'good enough' insights. One of the biggest...
Apr 16, 20254 min readReal Qual in an Age of 'Good Enough': How AI Is Reshaping Research CultureThe last few articles in The Campaign for Real Qual explored how qualitative research has evolved, from its foundational principles to...
Apr 16, 20255 min readHow Has Qualitative Research Evolved with Research Tech & AI?Over the past two episodes of The Campaign for Real Qual , we’ve established a foundation: Episode 1: Why we need this conversation in...
Feb 5, 20255 min readOur Foundation: What is the Essence of Good Qual?Qualitative research is changing fast. As AI and Research Tech reshape the industry, what happens to the essence of good qual? Before we...
Jan 28, 20252 min readThe Campaign for Real Qual: An IntroductionIs qualitative research at a crossroads? When I talk with other qualitative practitioners, it feels like we are at a turning point -...
