Generative AI
Explore how generative AI is transforming qualitative research — from prompting and analysis to synthetic personas and insight generation.
Why nobody can tell you how they use AI, and what to measure instead
The 2026 research record can't agree on how many consumers use AI to shop. The disagreement isn't a rounding error. It's a sign that the instrument is broken.
Aoife Looney
August 18, 2026
Synthetic personas: the role of real insights in the age of AI
Synthetic AI personas are fast and cheap, but they won't surprise you with a heartfelt anecdote or an uncomfortable truth. Here's where synthetic works, where it doesn't, and how to combine it with real human research.
Will Plummer
June 6, 2025
How AI is reshaping the customer journey: turning data into human insight
AI is changing every stage of how people shop, decide, and connect with brands. The real story isn't the technology, it's how humans experience it, and how researchers capture that experience in context.
Aoife Looney
October 28, 2025
Using generative AI analysis tools for online focus groups and in-depth interviews
How to import focus groups and IDIs from Microsoft Teams and Zoom, and use generative AI to speed up transcription, thematic analysis, and insight extraction.
Eugene Murphy
October 19, 2023
What is iterative prompting? A quick guide for researchers using generative AI
How to refine your prompts to get deeper, sharper insight from generative AI — from foundational techniques to advanced strategies for qualitative analysis.
Dr Ian Twohig
June 6, 2025
What generative AI actually does for qualitative researchers (and how to use it)
What generative AI is, why it matters for qualitative research, and how to write prompts that give you genuinely useful outputs – not frustrating ones.
Dr Ian Twohig
February 20, 2024
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