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Most organizations are missing out on invaluable human stories because they fear AI will strip away the soul of qualitative data. But what if the real breakthrough lies in how humans and AI collaborate?
James Goh, CEO of the groundbreaking platform iLiz, reveals how responsible "human-in-the-loop" AI is reshaping global research — from UNICEF to UN evaluations — by empowering, not replacing, human insight.
In this eye-opening episode, James shares behind-the-scenes stories of applying AI to analyze thousands of open-ended responses across dozens of languages, uncovering hidden insights that traditional methods miss.
You'll discover how AI can identify nuanced meaning and rich narratives, while humans ensure accuracy on ambiguous or sensitive topics. James breaks down proven frameworks for implementing AI responsibly, balancing automation with the critical human touch needed for trust and ethical integrity.
We explore key challenges like safeguarding sensitive data, building trust with vulnerable populations, and overcoming skepticism from research teams. James reveals the “first steps” any organization can take to pilot AI—no more fears, just strategic experimentation that unveils new insights and amplifies human stories. His vision demonstrates that AI’s true power isn’t in replacing us but in expanding our capacity to understand the complex tapestry of human experience.
Whether you're in academia, NGOs, market research, or managing mountains of open-ended data, this episode offers practical advice and inspiring possibilities for integrating AI thoughtfully and ethically.
Don’t miss these insights into the future of qualitative research—where AI and human empathy come together to unlock stories more rich, nuanced, and impactful than ever before.
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Talking Insights is a Research World and Esomar production.
Hosted by Antonio Almeida
Music by FreeMusicForVideo from Pixabay
Graphics by Brandon Heim
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If you’d like to be featured in a future episode or share your story, send us an email at podcast@esomar.org.
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