The document discusses the evolution of qualitative research in the context of generative AI and large language models, highlighting tools like ChatGPT and their impact on the industry. It covers various applications such as translation, transcription, topic extraction, sentiment analysis, and the generation of discussion guides. Additionally, it addresses the integration of synthetic data and qualitative analysis methods to enhance research at scale.

1. AI and Qual – the story so far
Ray Poynter

2. Agenda
• Pre-Generative AI
• Large Language Models
• The current story
– Discussion guides
– Chatbots 2.0
– Analysis
– Personas
– Synthetic Data
– Qual at Scale

3. Qual and Pre-Generative AI
• Translation
• Transcription
• Chatbots
• CAQDA,
inc. Topic Extraction and
Sentiment Analysis

4. ChatGPT
A Large Language Model
Free
Powerful
Easy to use interface
Catching Google, Amazon
and others off guard

5. The AI Avalanche
ChatGPT 4
APIs
DALLE-E
Free/fee/
enterprise
Google Gemini
Anthropic Claude
Microsoft Copilot
Perplexity.ai
Jasper

6. Discussion Guides
Generating Checking

7. Chatbots 2.0

8. Analysis
Summaries and
themes
Narrative
Analysis
Content
Analysis
Grounded
Theory
Discussion
Analysis
Discourse
Analysis
Thematic
Analysis

9. Personas
Analysis Synthetic

10. Synthetic Data

11. Qual at Scale

12. The Big Picture

13. Thank You