AI + HI ™ Guide Download
Reimagining Qualitative Research
Blending new and proven methods to improve research outcomes
As businesses face disruption from multiple directions and the landscape becomes increasingly complex, human understanding is becoming more, not less, critical. AI and rapid tech innovation have expanded the qualitative toolkit, and insights teams need to embrace this era of innovation.
This guide shows you how leading organizations are blending new and proven methods to gain deep insights faster while focusing more on activation of learnings. You'll examine practical frameworks for determining when and how to deploy AI, see real-world case studies across multiple collaboration models, and learn best practices for maximizing the impact of your qualitative work.
What you'll learn
The AI + Human Intelligence Collaboration Framework
Understand the four distinct collaboration models (Machine-Driven, AI-Assisted, Collaborative Analysis, and Researcher-Driven) and learn which approach delivers the best results based on five key factors: urgency, risk, nuance, complexity, and research goals.
Real-World Applications Through Case Studies
See how organizations like AARP, eBay, UPMC, and ESPN have successfully deployed different Human + AI collaboration models to address business challenges, from accelerating time to insight to capturing cultural nuances at scale.
Six Strategic Approaches to Reimagine Your Qualitative Practice
Learn actionable ways to embed qualitative into existing studies, rethink multimethod approaches, apply AI for iterative learning, address fraud detection, and move beyond insights into perspective-shaping that drives business action.