Connection—Essential for Building Relationships and for Research
If you’ve been feeling like the ground is shifting under your feet lately—you’re not alone. AI has hit the qualitative world like a high-speed train. One minute we’re at conferences speculating about what might be possible someday . . . and the next, we’re watching AI write screeners, suggest probes, and even moderate interviews.
Yes, AI moderation is here. It’s limited. It’s imperfect. But it’s here. Here’s the hard truth: for certain kinds of studies, it doesn’t need to be perfect. If it delivers “good enough” results at a fraction of the cost, it’s going to get used. That doesn’t mean human moderators are obsolete—it means we’re going to have to get sharper about when and where our presence matters most.
We may be entering a new kind of research landscape—one where human and AI-moderated interviews live side by side. Where machines help with the heavy lifting, we bring the nuance, empathy, and insight that only a real person can deliver.
You know what? That’s not all bad!
Let’s be honest: not every part of our job is high-end artistry. If AI can take the first crack at summarizing transcripts or help us wade through themes faster, that frees us up to do the part of the work that’s really fun—the thinking, the connecting, the storytelling—the parts where we add the most value.
It also gives us a chance to double down on the things AI can’t do. Like building rapport. Picking up on what’s not being said. Reading a room. Creating a space where people surprise themselves by what they share.
Which brings me to one more point: maybe this is the moment to remind the world that in-person qualitative research still has magic. We adapted beautifully to online methods during the pandemic. But if you’ve ever been in a room when a group hits that unexpected gear—when strangers start nodding, and laughing, and opening up—you know there’s something real that doesn’t translate through a screen. AI won’t touch that anytime soon. Maybe it’s time we made more room for that kind of work again.
This is a moment of change, yes. But it’s also a moment of opportunity. We don’t have to choose between embracing technology and honoring our human strengths. We can—and should!
Oh, and by the way, it’s not too late to sign up for QRCA’s 2025 Qual Tech Virtual Conference being held July 29–31. QRCA prides itself on providing educational content in print (like VIEWS), as well as at conferences/webinars. Not able to attend, check out our Qualology Hub for post-conference information at https://qualology.qrca.org.
Sincerely,
Jeff Hecker
