The alchemical marriage of big data and qual

Victor Ikawa and Sergey Sheykhetov

Safaricom, the telco, effectively used AI algorithms in tandem with classic qual and quant surveys to study its customer base in Kenya.

The argument between the big data professionals and the supporters of traditional research methods has reached an acute stage. The enthusiasts of big data and AI believe that algorithms can quickly and easily (at low cost) help us study all of the aspects of human behaviour. The traditionalists, on the contrary, state that these innovative methods cannot replace classic qual and quant surveys.

In our presentation, we would like to show how efficient the hybrid approach, which combines big data analytics and qualitative research, can be. We would like to demonstrate the power of the hybrid approach while using the...

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