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It is a truth universally acknowledged that client budgets and timelines are shrinking whilst the need for quality remains the same. When quantitative processes are taking advantage of AI and automation, is this solution even a possibility for qualitative research given its human-centric nature? If so, what are the trade-offs? Based on the results of a head-to-head competition judged by Danone, comparing machine analysis, human analysis and a mix of the two, this session offers practical insights for qualitative researchers wanting to learn if, how and when to automate.