Macie Shewmaker
Macie Shewmaker, Global Head of Qualitative Research at YouGov, blends traditional methodology with empathy, innovation and creativity.
November 10 @ 1:40 pm – 2:00 pm GMT
This live webinar is part of The Qualitative Insights Summit 2026:
Macie Shewmaker reframes AI in qualitative research, turning replacement fears and limits into a source of partnership, not friction.
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This session looks at a qualitative research project that ended up influencing an overall takeaway for how AI fits into more social and emotional contexts that feels comfortable in the world of qual.
Many of us come from years of training, education and traditional practice that gives us a better perception of what AI simply cannot do that humans can. It addresses three main tensions: Replacement, Uselessness/Underappreciation and Professional Growth Hindrance.
We will explore these limitations of AI within qualitative research, the research project that helped propel a reframe of its role and how that reframe can help AI’s limitations become a source of partnership, not friction.