At a recent market research conference, I learned about some insane qualitative datasets - insane in terms of the size or time given to collect and analyse the data. Collecting 25 interviews is a regular-sized sample for a qualitative study, but adding another four focus groups to validate the findings of the “in-depth” analysis of the...
Read MoreToday, I found myself revisiting a paper I wrote in 2016 titled "Qualitative Data Analysis Software - The State of the Art." Although chatGPT wasn't yet on the horizon at that time, there were already tools available, leveraging machine learning, that promised to automate data analysis. In my paper, I employed Kahneman's framework of two modes...
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