Interview with Data and Insights Network

De beste kwaliteit krijg je als mens en AI samenwerken

As a teaser for an upcoming workshops series on using generative AI for qualitative insights work, we conducted this interview. Here is a summary in English:

The core message of the interview is: You get the best quality when humans and AI work together. Many researchers are experimenting with AI, but the real question is how to use it in a way that strengthens human analysis rather than replacing it.

In the interview, three points stood out:

1. AI shifts where we begin. We no longer have to start at the bottom with coding. We can map the bigger picture first and then zoom in.
2. Quality depends on human direction. Models can process huge amounts of text, but they don’t understand your goals. The value comes from dialogue: refining questions, adding context, probing further.
3. Transparency is non-negotiable. Tools that use Retrieval-Augmented Analysis draw every insight directly from your own data. That’s how you keep analysis traceable and reliable.

We also talked about AI-interviewing. It doesn’t replace a human interviewer, but it narrows the gap between open survey questions and a real conversation. It’s a glimpse of how fast our field is evolving.

Bias, privacy, and reliability came up as well. AI makes human blind spots easier to see. That can feel uncomfortable, but it pushes the work forward.

AI is reshaping the workflow, not the purpose of qualitative research. And that shift opens up new possibilities for everyone working with unstructured data.