Critical Integration of GenAI Tools in Qualitative Analysis (Project Example)

Please be advised that this project is based on synthetic data and is intended solely for instructional and demonstration purposes. This data should not be used for actual research. This archive includes setup instructions for enabling AI in QualCoder and a zipped demo project folder (.qda) that should be unzipped. The folder contains sample transcripts, a codebook, project memos, and the AI prompts used during the UC Love Data Week session.: “Critical Integration of GenAI Tools in Qualitative Analysis” (uc-love-data-week.github.io). Session Summary: Join us for an exploration of how Generative AI can be strategically integrated into qualitative research workflows. This session introduces the Guided AI Thematic Analysis (GAITA) framework, a structured approach to using AI for coding and theme development while upholding rigorous analytical standards. Participants will then experience a live demonstration of an AI assistant embedded in QualCoder, showcasing how AI can support qualitative data analysis without replacing researcher judgment. Attendees may follow along step by step or observe the workflow in action to gain practical insights and best practices for critically and effectively incorporating AI tools into qualitative research. Project Description: Research topic, questions, and objectives: This toy project examines how content creators and digital influencers perceive and articulate their roles in shaping followers’ consumer attitudes, preferences, and purchasing behaviors, with particular attention to how they navigate ethical responsibilities and dilemmas when promoting products or engaging in brand partnerships. As influencer marketing becomes increasingly professionalized, creators often balance commercial incentives, authenticity, audience trust, and personal values. This study centers on influencers’ own perspectives to better understand how ethical norms are defined, negotiated, and enacted in practice. Research Question: How do content creators and digital influencers view their role in shaping followers’ consumer behavior, and what ethical dilemmas do they face when promoting products? Objectives: Identify how influencers conceptualize their influence, credibility, and sense of responsibility toward their audiences. Explore ethical tensions, value conflicts, and decision-making processes involved in content creation and product promotion. Examine how influencers define and apply ethical principles such as transparency, authenticity, disclosure, and audience protection. Develop constructs and variables to inform a future large-scale survey of U.S.-based content creators. This project focuses on interviewees’ responses to the following question: In your view, what are the essential ethical responsibilities that content creators and digital influencers should uphold? Can you share any personal experiences that illustrate these responsibilities in action? This question enables an in-depth examination of how ethical standards are understood, justified, and operationalized in everyday professional practice. Expected Outcomes: Identification of recurring themes related to influence, trust, responsibility, and ethical decision-making. Development of preliminary variables and constructs for a future national survey of content creators. Insights into niche-specific norms, professional identities, and variations in ethical reasoning across content domains. Methodology: Participants were interviewed using a structured interview guide designed to elicit comparable yet detailed responses across cases. All interviews were audio-recorded and transcribed verbatim for qualitative analysis. To ensure confidentiality, all data were pseudonymized and fully de-identified prior to upload to QualCoder. Data were analyzed using a pre-established codebook developed from existing literature on influencer marketing, consumer persuasion, and digital ethics. Participants and data collected: Participants included Influencers representing six high-revenue niches: Home Decor & DIY, Travel & Adventure, Fashion & Style, Health & Wellness, Finance & Investment, and Beauty & Skincare. The data consists of six structured interviews focusing on professional practices, experiences with ethical dilemmas, approaches to sponsored content, and perceptions of influence on followers’ consumer behavior.