QualsTalks

E17: The Self-Serve Revolution: “Internalising Research”

11 min · 1. huhti 2026
jakson E17: The Self-Serve Revolution: “Internalising Research” kansikuva

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QualsTalks is out: The Self-Serve Revolution — internalising research. More teams are bringing research in-house. We talk about what that fixes, what it breaks, where agencies still matter—and why AI won’t replace researchers, but it will replace research busywork (manual tagging, repetitive synthesis).

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jakson E20: AI accidentally misrepresenting brand values kansikuva

E20: AI accidentally misrepresenting brand values

Excited to share a new QualsTalks episode — a casual (and slightly paranoid) chat on “AI accidentally misrepresenting brand values.” When an AI moderator’s tone, phrasing, or follow-ups drift even a little, the brand can start “sounding” like someone else — more preachy, more salesy, more corporate, more something. And in qualitative research, that subtle shift doesn’t just change the vibe… it changes the data. In the episode, we dig into how to guardrail it in practice: tone templates, persona settings, pilot transcripts, QA rubrics, and review loops — treating moderation like a designed system, not a default feature. If you’re scaling AI-moderated qual (or even just testing it), this one’s for you.

13. touko 202613 min