Chatting, not Analyzing: Why Generative Artificial Intelligence is the Wrong Tool for Qualitative Data Analysis

Chatting, not Analyzing: Why Generative Artificial Intelligence is the Wrong Tool for Qualitative Data Analysis

 Abstract: Researchers, engineers, and entrepreneurs are enthusiastically exploring ways in which generative artificial intelligence (GenAI) tools can be used for qualitative data analysis. From promises of automated coding and thematic analysis to development of virtual research assistants to support researchers in interpretive and analytical tasks, the potential applications of GenAI to qualitative research appear promising. In this paper, we take a step back and ask what sort of technological artifact is GenAI and question whether is it appropriate for qualitative data analysis. We provide an accessible, technologically informed analysis of GenAI and evaluate the claimed transformative potential of Large Language Models. We demonstrate that GenAI Large Language Models are fundamentally unsuited to qualitative data analysis, presenting significant epistemic risks if adopted uncritically by management researchers. We expose the epistemic risks that arise when the appearance of coherent and convincing chatbot conversation is erroneously taken to constitute genuine understanding, insight, and analysis. Ultimately, we reinforce that the essence of qualitative data analysis lies in the interpretation of meaning, an inherently human capability that GenAI tools can neither imitate nor enhance.

Bio: Catherine Welch is Chair of Strategic Management at Trinity College Dublin, Ireland. She is also a Distinguished Visiting Professor at Aalto University, Finland. Catherine's research has concentrated on approaches to context in international business research, particularly the use of qualitative research methodology and process approaches to studying firm internationalization. Her work has appeared in leading journals in international business and management. She has a track record of launching new disciplinary conversations and advocating methodological and theoretical pluralism. Catherine is the current Book Review Editor of the Journal of International Business Studies and is a member of the journal's Research Methods Advisory Committee 2023-2025. She is an Associate Editor of Organizational Research Methods. She was a founding member of the Academy of International Business (AIB) Research Methods Shared Interest Group (RM-SIG). From 2022-2025 she is serving on the AIB’s board as Vice President Programs.

Duc Nguyen is a Lecturer in International Business at the Alliance Manchester Business School, the University of Manchester. His research interests include qualitative research methodologies and cross-sector social partnerships. He has been an officer at the Academy of International Business (AIB) Research Methods Shared Interest Group (RM-SIG) since 2018 and is the current co-editor of the RM-SIG’s bi-annual newsletter.

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