AI in qualitative research

Drawing on qualitative interviews with 25 insights professionals across agencies and client organizations, Marco Rovagnati explores what good work looks like in the age of AI. He introduces a clear framework for “intentional cognition,” outlining how thinking can be deliberately distributed between humans and AI without compromising rigor or judgment. Readers will gain practical guidance on where AI adds value in the research process—and where human interpretation, synthesis, and accountability must remain central. Marco also highlights emerging practices that protect deep thinking, strengthen ownership, and prevent the erosion of insight quality in AI-supported workflows. […]