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This on-demand webinar is part of The Qualitative Insights Summit 2026:
Explore human qual research and AI with Simon Shaw and Kenny Fox, from contextual insight and creative judgement to more immersive fieldwork.
A session in partnership with AQR.
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Human qualitative research and AI can work together. However, Simon Shaw of Trinity McQueen and Kenny Fox of davies+mckerr argue that the value of qual goes beyond collecting and processing data. In this webinar, they explore interpretation, immersive fieldwork and decision-making.
To start, Simon sets out the role of human context and connection in research. Kenny then makes the case for focusing on the purpose and impact of qualitative insight.
Key Takeaways:
- Look beyond the transcript. Simon explains how body language, the setting and topics left unspoken can all shape an interview. Yet none of these appear in the transcript.
- Consider the whole research process. Beyond collecting and analysing data, he discusses challenging the brief, building rapport, interpreting context and communicating recommendations.
- Distinguish purpose from process. Meanwhile, Kenny argues that defending a particular research method for its own sake can distract from the insight and decisions the work is meant to support.
- Use AI to support thinking. Simon describes using AI for transcription and thematic analysis. Similarly, Kenny says his agency uses AI wherever it improves the quality of its thinking and work.
- Explore more immersive approaches. In addition, Kenny describes spending time with participants in their own environments, as well as bringing a more human-centred approach to conventional interviews and groups.
- Bring multiple perspectives to a challenge. He also talks about combining research with cultural, creative and strategic perspectives. Alongside this, he stresses investing in junior researchers’ judgement and commercial skills.
- Help insight travel. Finally, Kenny explains why storytelling, design and persuasive communication matter if findings are going to influence decisions beyond the debrief.
What’s Covered:
What transcripts and AI analysis can miss
Simon recounts interviewing a small business owner whose business was closing. Although AI tools provided a transcript and thematic analysis, he says the transcript did not capture body language, visual context or subjects the participant did not want to discuss.
Qualitative research beyond data collection
Simon follows the workflow from challenging a client brief and building rapport to interpreting context and communicating findings. He describes AI as a supplement to research practice, while emphasising human connection and judgement.
Why qualitative insight needs a purpose, not just a process
Kenny argues that an industry response focused only on defending methods risks overlooking the purpose of qual: interpreting complex experiences and helping clients make sense of them. He presents this as his and his agency’s perspective, rather than a settled definition of the field.
Five ways an agency is responding to AI
Kenny describes using AI to strengthen thinking, pursuing more immersive research, bringing in multiple lenses, investing in junior colleagues and using creative communication to increase the impact of insight. These are examples from davies+mckerr’s practice, not a universal prescription.
Immersive fieldwork, subjectivity and client briefs
Kenny discusses a beach-culture project involving time with participants in three markets and contributions from local photographers. The discussion also considers researcher subjectivity, the cost and suitability of immersive work, and how clients can leave room for more exploratory approaches.
Speakers:
Kenny Fox – Head of qualitative, davies+mckerr
Kenny leads the qualitative team at strategic insight agency davies+mckerr. He shares an argument, first presented at an AQR event, about the purpose of qualitative insight and how his agency is responding to AI.
Mike
Simon Shaw – Co-founder, Trinity McQueen
Simon is a co-founder of Trinity McQueen and a member of the AQR board. He introduces the session and discusses human connection, context and interpretation in qualitative research.