SlideShare a Scribd company logo
Exploring the future of verbatim
coding with ChatGPT
NewMR Webinar June 2023
Tim Brandwood & Damien Gouriet
Digital Taxonomy
Founded
in 2016
Verbatim
Coding Software
Efficiency through
cutting-edge tech
WHO WE ARE….
THE PURPOSE OF CODING
Open-ended Comments
I like the orange taste,
but it’s too sweet
The sweetness is a bit much
I think the orange colour is
too pale and artificial looking
I don’t like the bits of
orange in it
I don’t like the idea of
artificial sweeteners
Analysable Quantitative Measures
Taste (871) 87%
Too Sweet (632) 63%
Tastes Artificial (421) 42%
Doesn’t taste like real orange (237) 24%
Appearance (423) 42%
Colour – too light/pale (302) 30%
Colour – too artificial looking (150) 15%
Colour – too dark (100) 10%
Colour – other comments (40) 4%
Ingredients (408) 41%
Artificial Sweeteners (300) 30%
Real Orange (150) 15%
Orange bits (50) 5%
Packaging (387) 39%
Bottle too big (223) 22%
Difficult to hold (150) 15%
Label hard to read (87) 8%
Dislike bottle shape (60) 6%
Requires: Accuracy and Precision
Extracting Themes
Complete Coding:
Generates rich, human-like themes
Performs extremely well:
CAN CHATGPT DO CODING THEN?
Quantifying Themes
“Chat” interactivity allows you to ask follow-up questions,
and dig deeper
Complete Coding:
Incomplete coverage
Struggles to accurately and precisely quantify themes. Issues include:
Miscoding
Repeatability
20% verbatims coded
80% accuracy
PEOPLE STILL NEED TO BE
INVOLVED IN THE PROCESS
Go further, quicker …but you still need to pedal!
ChatGPT is an electric bike for your mind.
-Richard Bowman (https://prompt.mba)
CODEFRAME
BUILDER
CUSTOM MACHINE LEARNING
Autocoding Accuracy
ChatGPT 20% 80%
Custom ML Model 60% 90%
Still has a role to play in the coding Use Case
GPT4, Claude, Bard etc…
Interactivity
Fine-Tuning LLMs
FUTURE DEVELOPMENTS
4
ChatGPT is a big step forward – but only truly useful for coding up to a point
Human oversight and quality tools needed
Custom ML models outperform ChatGPT
CONCLUSION
Together these developments point towards better, more enriched research
Q & A
Ray Poynter
NewMR
Tim Brandwood
Digital Taxonomy
Damien Gouriet
Digital Taxonomy
Sponsors

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Exploring the future of verbatim coding with ChatGPT

  • 1. Exploring the future of verbatim coding with ChatGPT NewMR Webinar June 2023 Tim Brandwood & Damien Gouriet Digital Taxonomy
  • 2. Founded in 2016 Verbatim Coding Software Efficiency through cutting-edge tech WHO WE ARE….
  • 3. THE PURPOSE OF CODING Open-ended Comments I like the orange taste, but it’s too sweet The sweetness is a bit much I think the orange colour is too pale and artificial looking I don’t like the bits of orange in it I don’t like the idea of artificial sweeteners Analysable Quantitative Measures Taste (871) 87% Too Sweet (632) 63% Tastes Artificial (421) 42% Doesn’t taste like real orange (237) 24% Appearance (423) 42% Colour – too light/pale (302) 30% Colour – too artificial looking (150) 15% Colour – too dark (100) 10% Colour – other comments (40) 4% Ingredients (408) 41% Artificial Sweeteners (300) 30% Real Orange (150) 15% Orange bits (50) 5% Packaging (387) 39% Bottle too big (223) 22% Difficult to hold (150) 15% Label hard to read (87) 8% Dislike bottle shape (60) 6% Requires: Accuracy and Precision
  • 4. Extracting Themes Complete Coding: Generates rich, human-like themes Performs extremely well: CAN CHATGPT DO CODING THEN? Quantifying Themes “Chat” interactivity allows you to ask follow-up questions, and dig deeper Complete Coding: Incomplete coverage Struggles to accurately and precisely quantify themes. Issues include: Miscoding Repeatability 20% verbatims coded 80% accuracy
  • 5. PEOPLE STILL NEED TO BE INVOLVED IN THE PROCESS Go further, quicker …but you still need to pedal! ChatGPT is an electric bike for your mind. -Richard Bowman (https://prompt.mba)
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  • 10. CUSTOM MACHINE LEARNING Autocoding Accuracy ChatGPT 20% 80% Custom ML Model 60% 90% Still has a role to play in the coding Use Case
  • 11. GPT4, Claude, Bard etc… Interactivity Fine-Tuning LLMs FUTURE DEVELOPMENTS 4
  • 12. ChatGPT is a big step forward – but only truly useful for coding up to a point Human oversight and quality tools needed Custom ML models outperform ChatGPT CONCLUSION Together these developments point towards better, more enriched research
  • 13. Q & A Ray Poynter NewMR Tim Brandwood Digital Taxonomy Damien Gouriet Digital Taxonomy