With the initial hype of Generative AI, many started to believe in the ability of AI to . And why not? The jobs are already getting displaced in customer service, data and many other sectors.
With the expectations from AI skyrocketing and the delivery mechanisms still being in the development stage, the popular opinions are tilting towards a more balanced one. A lot of us now believe that AI will augment human intelligence and not replace it.
In general, there seems a cautious optimism towards adopting technology to make their jobs easier and yet researchers are still navigating and figuring out how they can start utilizing the latest technological developments into something that they can take advantage of.
In line with Alan philosophy, AI was designed to imitate human in the way
we speak, think and navigate information. The recent breakthroughs in AI enabled and deep learning with models containing expansive neural networks the neurons of the human brain. These models can now perform several functions; it can classify, edit, summarize, answer questions and do of other tasks including generating content as per the given guidelines.
models yet intuitive, emotional, curious or culturally sensitive. Humans still have better abilities to the context and make judgements and decisions depending on the context.
If we look at the kind of job that AI has affected massively, we can conclude that AI can cognitively lesser complex tasks.
Depending upon the size of the firm and geography, qualitative several hats. A qualitative researcher is a project manager, coordinator, moderator, client servicing representative, note taker, data analyst and report writer. Some of these roles involve task that is mundane and sometimes to support roles. Tasks such as qualitative data analysis annotating the unstructured data. Often these are the tasks that Generative AI has to overtake.
With generative capabilities, AI is also a wonderful starting point for tasks like writing discussion guides, proposals, secondary market research, screener writing and even presentation writing. Reid recently wrote an entire book called Impromptu with the help of ChatGPT. He asserts in his podcast with Sam Altman that Gen AI is excellent at solving the blank slate problem.
of a qualitative researcher also involves creating research , data interpretation, insights discovery and report writing. These cognitively complex tasks is where qualitative researchers add the most value.
Both AI and human have their own strengths. Perhaps a better example of coexistence can be derived from 'Advnaced Chess'. In a Chess match in 1998, Gary Kasparov partnered with a PC running the chess software— in a match against the Bulgarian Veselin Topalov, whom he had beaten 4-0 a month earlier. This time, with both players by computers match ended in a 3-3 draw. It appeared that the use of a PC nullified the calculative and strategic advances Kasparov usually displayed over his opponent. This match provided an important illustration of how humans might work with AI. After the match, Kasparov noted that the use of a PC allowed him to focus more on strategic planning while the took care of the calculations.
The same can be concluded for other use cases including qualitative research. There is a great scope for to partner with Gen AI and boost .
Let's examine the coexistence of Generative AI and human researchers at each and every step of research currently:
In short, there are several avenues that Generative AI can contribute to in qual research. Take it as your copilot and you will have much more time available to focus on strategy, insights and innovation.
I am a qualitative researcher and tech enthusiast. Like lot of other people, I am fascinated by the recent developments in Generative AI and I truly belive it has potential to change the way we do qualitative research. If you are an enthusiast or want someone to discuss your views with, feel free to reach out to me at [email protected]
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