Two very strong trends that will surely impact how qualitative research is done: 1. Automated interview pipelines: AI handles the customer/user interviews through chat or telephone automatically. 2. Automated thematic analysis: AI either applies a pre-existing taxonomy to qualitative text containing people’s feedback or other experiences, or creates one using inductive logic and then applies it to data coding and…
Associate Professor (tenure track) at the University of Vaasa, and Adjunct Professor at the Turku School of Economics. Based in Finland.