Jeremy Cochran
Jeremy Cochran, PsyD is Senior Consultant at Burke, where he helps advance innovative research approaches that deliver deeper insights.
November 11 @ 6:00 pm – 6:20 pm GMT
This live webinar is part of The Qualitative Insights Summit 2026:
Jeremy Cochran from Burke asks: are AI-moderated interviews really qual research? Why they’re a qual-quant hybrid needing human oversight to work.
Complete this form to register for all summit sessions
AI moderated interviews/QAS have become extremely popular over the last few years, and are touted as a new advancement in the world of qualitative research, letting qual be done at the scale and speed of quant. But do those claims hold up? This new methodology raises important questions on what insights they provide.
In reality, AI-moderated interviews are not clear-cut and easy, as the platforms would like you to believe. Jeremy discusses how AIMIs differ from traditional qualitative research, and where human guidance is needed to ensure AI interviews yield useful insights. Also why AIMIs should not be thought of as qualitative research but rather as a qual-quant hybrid method, and how this affects how researchers design, execute, and interpret the results of this methodology. The session will conclude with where Jeremy perceives AI moderation progressing, and how the qual-quant binary will continue to collapse as new technology allows for hybrid methods.
Key Takeaways:
- AI moderation can enhance overall research abilities, if done in conjunction with humans.
- Design, sample management, and analysis are top areas where humans can to intervene for AIMIs.
- Developments in survey platform technology and AI will further combine qual and quant elements. Creating new forms of qual-quant hybrid research.