Reflections from my latest webinar

In my recent webinar, we explored a question that’s sparking curiosity (and a little anxiety) across the research world:
What role can AI play in qualitative research — and where do we draw the line?

With so many new tools emerging, it’s easy to get swept up in the hype. But qualitative research is built on meaning, nuance, and human interpretation — and that raises some important questions.

Here are some of the key takeaways from our session:

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AI is Pattern-Driven, Not Meaning-Making

AI tools like ChatGPT or QualiGPT are trained on vast datasets to spot patterns and generate summaries. What they can’t do is reflect, interpret, or sense the emotional and ethical depth that often defines qualitative work. They miss subtext and metaphor. They miss moments of meaning that don’t appear frequently — but matter deeply.

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Use AI as a Tool, Not a Thinker

AI is useful for structure, speed, and surface-level clustering, especially in early-stage analysis or with large volumes of open-text data. It can help you:

• Organise responses
• Suggest broad codes
• Highlight repeated language

But it’s not doing analysis in a reflexive sense. It doesn’t question assumptions or recognise power and positionality. That’s your job.

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Ethics and Transparency Matter

We also explored the ethical dimensions of using AI in research — from data privacy and consent to how we disclose AI-assisted processes.
Key question: If AI shaped your analysis, are you naming that clearly and reflexively?

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Prompts Shape Output

AI output depends on how you frame your request. Your prompt is not neutral — it carries your perspective, assumptions, and goals.
Being thoughtful in your prompts is part of being ethical.

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Final Thought

AI can be a powerful support in qualitative research — but not a substitute for human insight. The goal isn’t to replace interpretation with automation, but to use these tools critically, transparently, and in service of meaning.

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If you’d like to move beyond the hype and learn how to integrate AI into your qualitative research practice — while staying grounded in interpretive values — join the upcoming AI & Qualitative Research Masterclass

9–10 June (live and online).
Book your place now: or contact me for additional dates or tailored options.

Together, let’s bring clarity, care, and critical thinking to AI in our qualitative work.