Qual at scale
Qualitative research run at sample sizes that used to be possible only in quantitative work.
Qual at scale means hundreds or thousands of open-ended conversations, analysed with AI coding and synthesis, instead of a dozen interviews or six focus groups. The old trade-off between depth and breadth mostly goes away.
The risk is false precision. A theme count from a language model is not a survey percentage, and it should not be reported like one. The insights engineer keeps the two apart.
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Part of the insights engineer definition hub.