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Professional insight from University of Southampton

The University of Southampton drives original thinking, turns knowledge into action and impact, and creates solutions to the world’s challenges. Through our high-quality education, we help students on a journey of discovery to realise their potential.

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AI won’t replace qualitative researchers – it might help them

Large language models may not simply replicate human analyses of qualitative data; they can offer additional insights and both challenge researchers' assumptions and prompt further reflection on their interpretations

Dimitris Raidos, Sarah Jenner

Ipsos UK, University of Southampton

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