
Is qualitative research at a crossroads? When I talk with other qualitative practitioners, it feels like we are at a turning point - where rapid advancements in research technology and AI are reshaping what qualitative research even means.
That’s why I’m launching The Campaign for Real Qual. This isn’t about resisting technology; it’s about asking the right questions:
What does great qual look like in 2025?
How has research tech changed qualitative methods—for better and for worse?
Where is the industry headed, and how do we retain the craft of qualitative research in an AI-driven world?
Why This, Why Now?
My agency, FUEL Asia, recently co-hosted the Asia Digital Insights Summit, which made me reflect - more than ever - on where qualitative research is going. At the same time, I’ve been trying to keep up with developments in AI, and the pace of change is staggering. Many predict that 2025 will be a transformative year for AI, with the potential emergence of AGI on the horizon. If true, the pace of change in research technology could accelerate faster than we’ve ever seen.
Some of you may find this exciting, others unsettling, but one thing is clear: every qualitative research agency needs to be planning for this shift. Sticking our heads in the sand is not an option.
A Balanced Perspective
The title, The Campaign for Real Qual, might sound like a pushback against AI, but that’s not the intent. This is about defining what good qualitative research looks like, understanding the trade-offs we’re making, and ensuring we don’t lose the very essence of what makes qual valuable.
I also keep hearing whispers that qualitative skills are in decline—but is that really true?
I won’t pretend to have all the answers, but my goal (together with you) is to raise the right questions, highlight key challenges, and start a meaningful conversation among qualitative practitioners.
What’s Coming Next?
I’ve mapped out some key topics, with the aim of writing one article per week:
1. What is The Campaign for Real Qual? (this article)
2. Our Foundation: What is the Essence of Good Qual?
3. How Has Qualitative Research Evolved with Research Tech & AI?
4. Research Design in the AI Era
5. Human vs AI Moderation
6. Analysis Using AI
7. AI-Enabled Reporting & Insight Dissemination
8. Cultural Nuance in an AI World
But this campaign is meant to be fluid - it will evolve as needed.
How You Can Contribute
I’d love your input:
·Are there key topics missing? Let me know in the comments.
Do you have a strong POV on any of these topics? Message me if you’d like to contribute.
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Let’s make this a collaborative movement—a space where qualitative practitioners can debate, discuss, and define what Real Qual looks like in 2025 and beyond.
Stay tuned.
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