Summary
This article explores how artificial intelligence (AI) is deeply transforming qualitative research. Through real data and professional testimonies, it examines the impact on processes, adoption barriers, perceived benefits, future challenges, and the emerging role of the qualitative researcher. It also introduces the future back approach as a strategic tool to redesign the discipline from today. A call to embrace change with a critical, ethical, and creative mindset.
Keywords
- Qualitative research
- artificial intelligence
- AI in research
- digital transformation
- data analysis
- human insights
- future back
- research automation
- insight curation
- ethics and technology
- Latin America
- professional adaptability
- human-machine collaboration
- data communication
- new research skills
PDF document
Qualitative Research in the Age of AI.pdf
470KB
References
- Tiago Cunha – Understand the Future of Shoppers and Channels in Latin America. Conexión LATAM 2025. Project presented with Coca-Cola LATAM.
- Karina Milaré – O Pesquisador de 2025: Transformação Adaptativa da Pesquisa de Mercado com IA. Conexión LATAM 2025. HSR Specialist Researchers.