I's on Qual

Maybe sometimes I get too close.

I read too much into a pause for breath or a tilt of the head.

Or the way someone says: "Anyway, it’s good for you.”

I can’t help it, I felt the air shift.

And I know it might not make it through the mirror or down the live stream. It certainly wouldn’t show up in a transcript.

So it’s my job to take note and think it through.

What worries me (beyond having two kids doing their A-levels and GCSEs the same year) is if we move away from this.

If we try to automate qualitative research.

To make it quicker, scalable, objective.

But objectivity isn’t the point. Good qual is always going to be subjective.

I say that as someone who’s run a million groups and depths in the last 20 years.

I’ve seen people open up and shut down, say one thing when they mean another, agree politely whilst disagreeing strongly.

I’ve learned the gold is found in what never quite makes it into words.

It’s like in screenwriting. I once did Robert McKee’s Story seminar and he says over and over the power of film dialogue is in the sub-text.

So, can AI help in qual? Absolutely. There are already a ton of options.

AI mining of existing data and shaping of a research brief.

AI-designed screeners and discussion guides.

AI moderation at speed and scale.

AI analysis input and shiny reporting.

AI personas as a synthetic sample.

Basically, AI everything.

Is it going to replace us qual researchers?

Maybe, one day, if it learns how to be empathetic and intuitive.

But personally, I doubt it.

Particularly if you want to discover the deeper needs driving people’s choices and how to turn that insight into a stronger brand positioning.  

So I say bring on the tools that turn days into minutes.

Strap yourself in with your co-pilot of choice and get ready for take-off.

Speed is good and clients are demanding it anyway.

But let’s not forget what makes qual qual. What it is that brings us closer, moderator and respondent, consumer and client.

It’s not what, it’s who.

It’s you and me.

(And yes, AI helped with this, but I came up with the conclusion.)