Sue Bell AAA 2016
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A qual perspective on AI, automation and agile market research
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Sue Bell AAA 2016
- 1. A qualita)ve researcher’s perspec)ve on AI for qualita)ve – Agility, Automa)on and AI Sue Bell, Susan Bell Research, 2016 AI, Automa)on and Agile Market Research: Sue Bell Susan Bell Research, 18 August 2016 A qualita)ve researcher’s perspec)ve on AI for qual
- 2. A qualita)ve researcher’s perspec)ve on AI for qualita)ve – Agility, Automa)on and AI Sue Bell, Susan Bell Research, 2016 This presenta7on is about how AI might affect qualita7ve research for beCer or worse Knowledge worker automa7on Text analy7cs Speech to text
- 3. A qualita)ve researcher’s perspec)ve on AI for qualita)ve – Agility, Automa)on and AI Sue Bell, Susan Bell Research, 2016 Somewhere in all that talk is all the answers ‘New York Morning’ Elbow
- 4. A qualita)ve researcher’s perspec)ve on AI for qualita)ve – Agility, Automa)on and AI Sue Bell, Susan Bell Research, 2016 1. The impact of speech to text (voice-‐controlled compu7ng)
- 5. A qualita)ve researcher’s perspec)ve on AI for qualita)ve – Agility, Automa)on and AI Sue Bell, Susan Bell Research, 2016 Voice-‐controlled compu7ng – via bots -‐ developing very fast.
- 6. A qualita)ve researcher’s perspec)ve on AI for qualita)ve – Agility, Automa)on and AI Sue Bell, Susan Bell Research, 2016 The impact? More text faster • Faster turnaround • Poten7al for in-‐person research to become more ‘agile’. • Likely to increase the amount of text produced in online qual. • Because people say more than when they write. In person qualita7ve research Online qualita7ve research In person qual Text-‐based online qual Voice controlled Next? Amount of text to analyse
- 7. A qualita)ve researcher’s perspec)ve on AI for qualita)ve – Agility, Automa)on and AI Sue Bell, Susan Bell Research, 2016 If we have too much text – perhaps text analy7cs can help? Yes Only if qual researchers develop our own products and prac7ces – and not borrow from Big Data. But Machine-‐learning based text analy7cs can help us find the answers in all that talk.......
- 8. A qualita)ve researcher’s perspec)ve on AI for qualita)ve – Agility, Automa)on and AI Sue Bell, Susan Bell Research, 2016 2. How to make text analy7cs work for qual
- 9. A qualita)ve researcher’s perspec)ve on AI for qualita)ve – Agility, Automa)on and AI Sue Bell, Susan Bell Research, 2016 An important dis7nc7on Qualita7ve research Qualita7ve informa7on Big data Survey open ends Focus groups IDIs Online qual
- 10. A qualita)ve researcher’s perspec)ve on AI for qualita)ve – Agility, Automa)on and AI Sue Bell, Susan Bell Research, 2016 Qualita7ve informa7on uses one style of language • Formal language, structured composi7on • Or short – eg Tweets “(Service provider) were completely professional. They rang me regularly to see how my treatment was progressing.”
- 11. A qualita)ve researcher’s perspec)ve on AI for qualita)ve – Agility, Automa)on and AI Sue Bell, Susan Bell Research, 2016 Qualita7ve research uses a different style • Shorthand language, or • Complex construc7ons. “Sunglasses? I must admit, I don’t put them on un)l I start squin)ng and ‘oo I can’t really see properly maybe I should put my sunglasses on now’ and it’s not like an automa)c thing that I will put them on.“ • Conversa7onal • Informal “My primary role at Christmas is the walking ATM”
- 12. A qualita)ve researcher’s perspec)ve on AI for qualita)ve – Agility, Automa)on and AI Sue Bell, Susan Bell Research, 2016 Sophis7cated natural language processing (NLP) models used for qualita7ve informa7on Machine-‐learning based text analy7cs takes Qualita7ve informa7on Turns it into structured data So that it can be analysed quan7ta7vely
- 13. A qualita)ve researcher’s perspec)ve on AI for qualita)ve – Agility, Automa)on and AI Sue Bell, Susan Bell Research, 2016 Different types of output: 1. Stats Numbers and stats have no role to play in qualita7ve research
- 14. A qualita)ve researcher’s perspec)ve on AI for qualita)ve – Agility, Automa)on and AI Sue Bell, Susan Bell Research, 2016 Different types of output: 2. Word Clouds But Word Clouds look as if they might suit qualita7ve research don’t they?
- 15. A qualita)ve researcher’s perspec)ve on AI for qualita)ve – Agility, Automa)on and AI Sue Bell, Susan Bell Research, 2016 An example of qualita7ve research data put into a word cloud But this is an inaccurate summary of what was said
- 16. A qualita)ve researcher’s perspec)ve on AI for qualita)ve – Agility, Automa)on and AI Sue Bell, Susan Bell Research, 2016 And why the Word Cloud was wrong • The first 7me • At the same 7me • It’s that 7me of year • The peak of Xmas delivery 7mes • Us 7me poor peeps • An honest aCempt for everyone to truly spend the 7me together. “Christmas is a double ended sword, it has its stressful fran7c indecisive rushed moments and on the other end a relaxed joyful loving and happy 7me.” And it missed ‘moments’ in this The ‘7me’ theme seemed like single construct – but it wasn’t If borrowing methods from Big Data won’t work, what can we do?
- 17. A qualita)ve researcher’s perspec)ve on AI for qualita)ve – Agility, Automa)on and AI Sue Bell, Susan Bell Research, 2016 One solu7on is on its way Parsey McParseface “Parsey McParseface is built on powerful machine learning algorithms that learn to analyze the linguis7c structure of language, and that can explain the func7onal role of each word in a given sentence.” hCps://research.googleblog.com/2016/05/announcing-‐syntaxnet-‐worlds-‐most.html
- 18. A qualita)ve researcher’s perspec)ve on AI for qualita)ve – Agility, Automa)on and AI Sue Bell, Susan Bell Research, 2016 Solu7on 2. Leximancer “Leximancer automa7cally analyses your text documents to iden7fy the high level concepts in your text.” For example, the sogware tracked the concept ‘7me’ (as in days and hours) and its synonyms but ignored other uses of the word. documentshCp://info.leximancer.com/
- 19. A qualita)ve researcher’s perspec)ve on AI for qualita)ve – Agility, Automa)on and AI Sue Bell, Susan Bell Research, 2016 But we need a new way to analyse Then we find the insight need hCp://www.7meout.com/music-‐arts-‐ culture/blog/10-‐amazing-‐birds-‐eye-‐ view-‐photos-‐ci7es-‐around-‐world/ AI creates the overview Models and frameworks Then we read Then we apply
- 20. A qualita)ve researcher’s perspec)ve on AI for qualita)ve – Agility, Automa)on and AI Sue Bell, Susan Bell Research, 2016 AI in qual research will not replace reading or listening. What it does do is provide an almost-‐instant impar7al overview that guides your inves7ga7on and a searchable resource for finding quotes and examples.
- 21. A qualita)ve researcher’s perspec)ve on AI for qualita)ve – Agility, Automa)on and AI Sue Bell, Susan Bell Research, 2016 3. The impact of knowledge worker automa7on (aka will we s7ll have a job?)
- 22. A qualita)ve researcher’s perspec)ve on AI for qualita)ve – Agility, Automa)on and AI Sue Bell, Susan Bell Research, 2016 According to McKinsey, possibly not • “McKinsey & Company predict that knowledge work automa7on will be the most significant disrup7ve technology to influence the world over the next 10 years, second only to the addi7on of 2-‐3 billion new mobile internet users by 2025.” hCp://rainbird.ai/content/uploads/2015/12/RainBird_WhitePaper_KnowledgeAutoma7on_Digital.pdf
- 23. A qualita)ve researcher’s perspec)ve on AI for qualita)ve – Agility, Automa)on and AI Sue Bell, Susan Bell Research, 2016 IMHO • In person modera7ng s7ll has a very clear role to play. • Unlikely to replace the moderator/ interviewer, but AI may transform this role – in a good way. In person modera7ng is not at risk Online modera7ng is at risk • Already part automated. • In some cases, it is just data collec7on. • The excep7on will be online moderators and plalorms which ac7vely engage ‘people as people’.
- 24. A qualita)ve researcher’s perspec)ve on AI for qualita)ve – Agility, Automa)on and AI Sue Bell, Susan Bell Research, 2016 The opportunity is to transform modera7ng not replace it .... Instantly accessible library of human behaviour theories Instantly accessible library of previous ads, products etc worldwide AI bot could tailor concepts to each par7cipant’s learning style Wearables during in person research – a human moderates a face to face group discussion while the AI bot measures the nonverbal stuff
- 25. A qualita)ve researcher’s perspec)ve on AI for qualita)ve – Agility, Automa)on and AI Sue Bell, Susan Bell Research, 2016 And how about improving interac7on? ‘SmileCatcher is an aCempt to lower stress and increase happiness by gamifying smiles. Players are challenged to capture smiles from other players or people they interact with in their daily lives.’ SmileCatcher A gamifica7on of smiles to encourage social interac7on luid.media.mit.edu/projects/smilecatcher
- 26. A qualita)ve researcher’s perspec)ve on AI for qualita)ve – Agility, Automa)on and AI Sue Bell, Susan Bell Research, 2016 Thank You! Susan Bell Research www.sbresearch.com.au
- 27. A qualita)ve researcher’s perspec)ve on AI for qualita)ve – Agility, Automa)on and AI Sue Bell, Susan Bell Research, 2016 Q & A Sue York The Handbook of Mobile Market Research Susan Bell Susan Bell Research