AI-Assisted Qualitative Analysis in an Experiential Marketing Research Project
This AI Spark will implement a qualitative analysis process in Marketing Research classes. Classes will go through all the stages of performing a thematic qualitative analysis on focus group discussions. For every step of the project, students will create Gemini Gems and Gemini Notebook projects to: create a Statement of Work (phase 1), create a Focus Group Moderator Guide (phase 2) and a Pre-qualification Survey (phase 3), clean and anonymize Focus Group Transcripts (phase 4), perform Thematic Analysis (phase 5), and generate a Qualitative Report presentation (phase 6).