Speakers: Catherine Welch (Trinity College Dublin) and Duc Nguyen (Manchester)
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Time:
- Wednesday, November 26
- 10 am EST / 3 pm London
- This webinar is scheduled for 90 minutes, including the Q&A.
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Registration: Please register here to receive a personalized Zoom link and a reminder prior to the event.
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In this webinar, we'll discuss the proposed use of GenAI models for qualitative data analysis. In Part 1, we examine the current excitement about the use of GenAI for qualitative data analysis. This has been fuelled by the release of 'qualAI' tools by a range of commercial providers, who promote the allure of increased efficiency, productivity, and instant insights. Techno-optimistic narratives have also been a feature of much of the discussion around (Gen)AI in management journals. In Part 2 of the presentation, we turn to the perils of using GenAI for qualitative research. We problematise the deliberate act of placing a generative AI model between a qualitative researcher and their data, arguing that it displaces and distorts the practice of qualitative data analysis, as well as posing a potential threat to research integrity. In Part 3, we turn to what we see as the potential of this historical moment. Namely, we have the opportunity to rediscover what is at the heart of qualitative research – the act of human interpretation – and to reacquaint ourselves with the many traditions of qualitative data analysis, which in recent years have been disappearing from management journals.
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Suggested readings:
- Bechky, B. A., & Davis, G. F. (2024). Resisting the Algorithmic Management of Science: Craft and Community After Generative AI. Administrative Science Quarterly, 70(1), 1-22.
- Jowsey, T., Braun, V., Clarke, V., Lupton, D., & Fine, M. (2025). We reject the use of generative artificial intelligence for reflexive qualitative research.
- Nguyen, D. C., & Welch, C. (2025). Generative Artificial Intelligence in Qualitative Data Analysis: Analyzing-Or Just Chatting? Organizational Research Methods, 0(0)
- Nguyen, D. C., & Welch, C. (2025). Engaged and Responsible Scholarship: Why Qualitative Researchers Should Not Embrace GenAI. Business & Society. 0(0)
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About the speakers:
Catherine Welch is the Chair of Strategic Management at Trinity College Dublin, Ireland, having previously served as a Professor at the University of Sydney, Australia. She is also a Distinguished Visiting Professor at Aalto University, Finland.
Duc Nguyen is an Assistant Professor in Comparative and International Business at Alliance Manchester Business School.
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Ibrat Djabbarov
Imperial College London
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