WEBINAR: AI Moderators in Qualitative Research - Balancing Efficiency and Depth

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How do we best deploy AI in qualitative research? With an increasing number of AI-research solutions that promise scale and speed without sacrificing deep human insights and nuance, we need to take a step back and be critical. If it sounds too good to be true, it probably is...

At Ipsos, we believe that the future of qualitative research lies in the collaboration between humans and AI, not in choosing between them.

In our research on research, we compared the performance of standard AI moderator-bots, enhanced AI systems and expert human moderators. The results were clear: each additional layer of human-centric knowledge significantly improved the AI moderator’s performance, resulting in higher-quality data and an increase in the identification of emotional themes.

AI-moderation is a flexible add-on to a wide range of both qualitative and quantitative research purposes. How we balance it largely depends on our need for either depth or breadth.

Join our webinar on May 7 to explore how you get the best results with a blend of human expertise and the scale that AI promises.

We will provoke critical thinking on when and why we choose to use AI as a co-moderator for some purposes and when we cannot omit the human experts.

The webinar is free and will be held in English.