Bridget Gilbert

As traditional in-person qualitative methods remain largely unchanged and AI-driven approaches risk stripping away humanity, McCormick and Finch Brands explored a third path. In this session, you will hear how an AI-enhanced tailgating ethnography helped deepen human immersion and insight in live qualitative research. Key Takeaways: 1. Use AI to enhance in person qualitative work without losing human connection 2. Create adaptive conversations rooted in deeper context and understanding 3. Preserve nuance and build qualitative insight that compounds over time