Transforming qualitative research in phygital settings: the role of generative AI

Abstract

Purpose

This commentary discusses the value of generative artificial intelligence (AI) for qualitative research in phygital settings to understand the customer experience.

Design/methodology/approach

The critical and logical analysis is based on current knowledge of generative AI.

Findings

Generative AI seems very useful for qualitative research in phygital settings to understand the customer experience and should be used in qualitative research projects. Generative AI can provide much-needed validation of the subjective nature of qualitative research and can also generate insights beyond human intuition.

Research limitations/implications

The study is based on current technology, which changes fast. In the future, the skills of qualitative researchers may become outdated, relegating them to the role of prompt engineers.

Practical implications

Technology, and especially generative AI, will be a key tool for practitioners as they conduct practical research.

Social implications

Qualitative researchers should overcome potential anti-technology speciesism and embrace the potential of generative AI.

Originality/value

This commentary provides insights into the role of generative AI for qualitative research in phygital settings.

Citation

Schmitt, B. (2023), "Transforming qualitative research in phygital settings: the role of generative AI", Qualitative Market Research, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/QMR-08-2023-0107