As we head into 2024 we wanted to revisit an audience favorite from this past year!

How will generative AI and synthetic audiences shape the landscape of qualitative research?

In this episode, President of Sago, Isaac Rogers joins us to explore the changing face of qualitative research and the need for more engaging and innovative research designs. We discuss how researchers are adopting multi-phase and iterative research designs, including online discussions, video interviews, and digital diaries, to gather more comprehensive insights from participants. We also explore the emergence of generative AI and synthetic audiences and the challenges around data auditing and security measures to combat fraud in this area. Isaac shares his perspective on the challenges and opportunities in the industry, including the need for incentivization, data auditing against fraud, and the potential of computer-generated open-ended responses.

You can reach out to Isaac on LinkedIn.

Many thanks to Isaac for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.