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Annual Conference Reporter on the Scene: Using AI for Quantitative Analysis of Qualitative Data

Posted By Michelle Finzel, Thursday, February 28, 2019
Updated: Wednesday, February 27, 2019
Annual Conference Reporter on the Scene: Using AI for Quantitative Analysis of Qualitative Data

Using AI

Summary:
Shamaa Ahmed and Cal Zemelman from Customer Value Partners, gave us a snapshot of the process of using machine learning Artificial Intelligence (AI) to automate large amounts of qualitative data at the 2019 QRCA Annual Conference. Cal went through using AI to summarize the data and assess the emotional state of the respondent through natural language processing. He also gave all of us an opportunity to analyze the data provided from AI into tables and graphs to discover themes.

Key Takeaways:
Through experiencing this process, I discovered that I was able to rapidly classify responses into sentiment buckets and identify outliers easily for more focused review and analysis. I really like that you can create cool charts for the clients (who always want graphics) and you can continuously train the computer model to improve. I was shocked at how easy some of these platforms are to learn and use, most of them are inexpensive or even free, and that it only takes about 100 responses to train a model.

Putting it into practice:
I was really excited to learn about using AI in my practice, especially since it seems like this is the direction our industry is heading! Now that I know that platforms and models are relatively inexpensive, I plan to learn how to program a model for my own research.

A-ha moment:
I always thought, like many of those in our industry do, that AI was something that would be beyond my comfort zone, but I am thrilled to have found out how accessible and easy to learn the platforms and models are and can’t wait to put them into practice. This is the beginning of something and I am intrigued to follow the process of its development!

Michelle FinzelQRCA Reporter on the Scene:

Michelle Finzel
Maryland Marketing Source, Inc.
Twitter: @MichelleFinzel

Tags:  AI  Artificial Intelligencen QRCA Annual Conference  QRCA Reporter on the Scene  qualitative research 

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