AI Policy for Research

AI can be a valuable tool in qualitative research when used thoughtfully, transparently and with a clear understanding of its strengths and limitations.My approach is guided by the following considerations:Transparency and confidentialityThe use of generative AI in any project is discussed and agreed with the client in advance, including how and for what purposes it will be used, along with any implications for scope, cost or timelines.I can provide guidance on the suitability of using AI for different elements of a project, ensuring the usage is purposeful and appropriate. This allows clients to maximise the value of their research budget without compromising on quality and analytical rigour.Embracing technological changeAI is increasingly becoming part of everyday life and professional practice, and I believe learning to use it effectively is more valuable than resisting its adoption.Rather than viewing AI as either a solution to everything or something to be avoided, I approach AI with curiosity, enthusiasm and a healthy dose of pragmatism, to offer the approach best suited to each project's objectives and requirements.Selecting the most appropriate approachGenerative AI can produce a polished research report in a fraction of the time and cost of traditional methods, making it well suited to initial exploratory work and projects where a general steer is sufficient.However, when research is required to inform significant business decisions, such as strategy, product development and marketing investment, human-conducted research can offer a deeper exploration of the findings, their context and their implications for the business.While this requires a greater investment of time and budget, the resulting insights and recommendations can help businesses make more informed strategic decisions and allocate resources where they are most likely to deliver the greatest return.My commitmentTransparent methods, responsible AI use, and research delivered with professional judgement and accountability.

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