Artificial Intelligence for the development of qualitative studies

Abstract

The integration of Artificial Intelligence (AI) is revolutionizing qualitative research by optimizing data collection and analysis. Tools such as machine learning and natural language processing enable the analysis of large volumes of information with precision and speed, facilitating the identification of patterns and trends. The adoption of virtual research methods, such as online focus groups and video interviews, has overcome geographical barriers, enabling the participation of diverse and representative samples, in addition to being more cost-effective and allowing real-time data acquisition. The incorporation of advanced biometric techniques, such as eye tracking, facial expression analysis, and neuroimaging, provides a more holistic and accurate understanding of consumers' emotional and subconscious responses. These innovations allow companies to adapt their marketing strategies and product designs more effectively, enhancing personalization and emotional resonance of the experiences offered.