In this episode, Morag explores how AI can (and can’t) support qualitative research with Hugh, founder of Live Minds. Hugh shares his journey in the industry and offers a practical view on where AI adds real value highlighting why human expertise is still essential for context-rich interpretation and strategic decision-making. 

Together, they discuss AI’s potential to widen access to research, the risks of relying on it for nuanced insights, and what the future may hold as capabilities continue to evolve.