Using AI to Add Structure and Rigor to Qualitative Research

Qualitative frameworks like Grounded Theory, emotional laddering, and personas traditionally demand expertise, time, and confidence. As a result, many teams default to intuition instead of rigorous analysis.

This talk explores how AI can change that. In this session, Alok Jain will show how AI makes established qualitative methods more accessible, acting as a methodological scaffold that guides analysis, prompts deeper thinking, and helps practitioners experiment with unfamiliar frameworks safely.

AI doesn’t replace human judgment, it expands it, enabling teams to:

The session will focus on practical examples demonstrating how AI can support rigorous qualitative research while accelerating learning and broadening access to high-quality analysis.