Qualitative Research in the Age of AI

Abstract

This article explores how artificial intelligence (AI) is profoundly transforming qualitative research. Using real data and professional testimonies, it analyzes the impact on processes, adoption barriers, perceived benefits, future challenges, and the emerging role of the qualitative researcher. In addition, the future back approach is incorporated as a strategic tool to redesign the discipline starting today. It is a call to action 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, insights curation, ethics and technology, Latin America, professional adaptability, human-machine collaboration, data communication, new skills in research.

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References

Cunha, Tiago (2025). Understand the Future of Shoppers and Channels in Latin America. Presentación en el webinar Conexión LATAM 2025, en colaboración con Luisa Rossi (Directora de Insights, Coca-Cola LATAM) y Romina Odorico (Gerente de Human Insights, Coca-Cola LATAM). Proyecto presentado por Alexandria Grove para The Coca-Cola Company.
 Enfoque en transformación cultural, evolución del shopper y rediseño estratégico mediante el enfoque future back.

Milaré, Karina (2025). O Pesquisador de 2025: Transformação Adaptativa da Pesquisa de Mercado com IA. Presentación en el webinar Conexión LATAM 2025, representando a HSR Specialist Researchers.
 Basado en el marco de Adaptive Leadership, el estudio explora los desafíos, beneficios y nuevas habilidades requeridas en investigación cualitativa con IA en Brasil y América Latina.

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