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1、CONVERSATIONS WITH AIAUTHORSJim LeggAjay BangiaRich Timpone,Ph.D.How Generative AI and qualitative research will benefit each otherJune 2023IPSOS VIEWSEvery conversation starts with a single question,and sometimes when the question isnt good,it ends with a single,uninformative response.At Ipsos,we k

2、now that the questions we ask can greatly impact our understanding of the world and our actions.A poorly crafted question can lead to a distorted perception of reality and misguided actions.Conversely,a well-crafted question can lead to accurate,insightful,and just answers.This sentiment applies not

3、 only to human conversations,but also to prompts in the context of Generative AI.In the first paper in our series on Generative AI,we highlighted what we should expect during the coming period,as well as a few topline thoughts on limits,risks,and threats and how we should evaluate these tools using

4、the criteria of truth,beauty,and justice.1In this paper,Ipsos will take these points one step further and argue for the need to align with experts in the art of the question that can get the most out of AI solutions,including quality and accuracy,while defending data privacy.For qualitative research

5、ers,the promise of Generative AI,and its ability to write like a human,is compelling.That said,what AI claims to be fact can sometimes be far from the truth.2 Clearly a human is still needed for their thinking,judgement,and expertise in querying the AI,training models,and applying the output.However

6、,we believe that AI could be a powerful enabler to deliver faster,cheaper,and better research results.We see a host of immediate and obvious use-cases for Generative AI,ranging from automating simple tasks to transcription,translation,summarization,pattern detection,etc.More importantly,we see AI pl

7、aying a role in accelerating the activation of brainstorming and ideation.With these tools,we can uncover needs and take initial,ground-level concept ideas,then refine them into polished and testable solutions.The qualitative researcher is enabled,more than ever before,to focus on raising the bar on

8、 impactful insights.But this is only the beginning.Imagine constructing compelling visual metaphors that bring qualitative personas or verbatims to life in minutes.After which,consider leveraging tools like Ipsos.Digital to uncover insights and validate in hours,not days.Innovation will be improved,

9、cycle times will be dramatically reduced,and those that get to market first will be more likely to win.THE POWER OF INSIGHTFUL QUESTIONS Whether moderating groups,conducting in-depth interviews,or distilling hours or days of observation,asking questions is fundamental to qualitative research.In fact

10、,the superpower of great interviewers and moderators is not only planning effective discussion guides but knowing how to read people so that probes and follow-ups are effective for individuals who respond very differently to questions.This power of qualitative researchers carries over directly to Ge

11、nerative AI.The focus on prompts in Generative AI refers to the natural language input that tells the AI model what to do.In working with Generative AI,the ability to ask effective and relevant questions is essential for generating meaningful and useful outputs.By crafting better prompts and questio

12、ns,researchers can ensure that TRUTH This domain focuses on the accuracy of the models and their outputs;examining their quality and avoiding hallucinations or false fabrications.BEAUTY The most important aspect of beauty in AI focuses on the explainability of its output.Some use cases also include

13、a models ability to surprise and generate new insights.JUSTICE This domain encompasses multiple important areas AI ethics,algorithmic fairness,data security,privacy,alongside the rights and responsibilities of creators of data used for training and users of the models.At Ipsos we evaluate AI tools u

14、sing the criteria of Truth,Beauty,and Justice.Title:Cost-of-living crisis.Prompt:High quality shot|Genre Horror|Emotion Tense|Surreal scene of a 36-year-old mother drowning in water surrounded by paper utility bills.She is struggling to stay afloat and has a terrified expression on her face.|4K|shot

15、 from a movie camera|Professional colour grading|Kodak film pro|volumetric lighting|danger|suspense|Time:2023|Location type:Kitchen filled with paper bills 23IPSOS VIEWS|CONVERSATIONS WITH AI CONVERSATIONS WITH AI|IPSOS VIEWSthe output from Generative AI is aligned with their goals and objectives an

16、d that it provides valuable insights and solutions.As such,when working with Generative AI,the ability to ask effective and insightful questions is not only a valuable skill,but also a key factor in driving successful outcomes.In creating prompts,there are best practices similar to the creation of d

17、iscussion guides.Providing a combination of instructions,questions,input data(qualitative or quantitative)and examples is key.3 Additionally,some clear guidelines for effective questions should also be considered.These include:Clear&Specific-To ensure that Generative AI models produce the desired ou

18、tputs,it is critical to provide clear and specific prompts across the categories of instructions,questions,input data and examples.Do not sacrifice clarity at the altar of brevity.Longer prompts that provide additional context can often lead to more detailed and relevant outputs.One effective techni

19、que for crafting clear and specific prompts is to use delimiters to clearly indicate distinct parts of the input.Delimiters can take the form of any clear punctuation that separates specific pieces of text from the rest of the prompt,such as angle brackets,triple backticks or quotation marks.Using d

20、elimiters can also help prevent prompt injections,a situation where a users input conflicts with the desired instructions and leads the model astray.In the context of text-to-image models,such as Midjourney and Stable Diffusion,crafting clear and specific prompts is of utmost importance to ensure th

21、at the generated output aligns with the intended objective.These models can manipulate various aspects of an image,including lighting,foreground and background elements,emotions,demographics,and more.By providing detailed and specific prompts,you can effectively guide the model towards producing ima

22、ges that closely align with your vision.The non-obvious question:Simply asking Generative AI for insights is unlikely to yield the desired results.While we may be seeking insights to unlock growth,we need to understand that the COMPOSITION STYLE Photo realism Steampunk Cyberpunk Pop art Minimalism A

23、bstract Surrealism Rococo Gothic Baroque CAMERA ANGLE Eye level Low angle High angle Birds-eye view Worms-eye view Close-up Wide-angle Point-of-view Over-the-shoulder PortraitAMBIANCE Professional Sophisticated Edgy Tech-savvy Artistic Glamorous Hipster Romantic Rustic IndustrialEMOTIONAL CONSTRUCT

24、Pleasant Excited Fun Shock Anger Happy Proud Nostalgic Thoughtful DisgustTYPE OF LIGHT Overcast Golden hour Back lighting Reflected Dappled light Harsh light Twilight Window light North light Side lightingLOCATION Urban Street market Public Transport,airport etc Festival,Parade,Mardi Gras Caf,restau

25、rant Beaches,boardwalks Residential neighborhood Industrial park Urban streets Club,discotheque and moreDEMOGRAPHIC Ethnicity,nationality,age,life stage etc.E.g.,25-year-old,African American,CEO.Thai teenager,fashion modelDEFINING FEATURES Pink hair Bald head Moustache Pierced septum Grey hair Color

26、ful tattoos Nose piercing Eye patch Bowler hat Denim jacketCAMERA Sony Alpha 7 Leica M Hasselblad H6D-400C Multi-Shot Canon EOS R GoPro Digital Cinema camera Drone Polaroid camera Fujifilm GFX50S II Canon DSLRFILM Agfa Vista 200 Kodak Tri-X 400 Fujifilm Velvia Kodak Portra 400 Fujifilm Neopan Across

27、 Ilford HP5 Plus Kodak Ektar 100 Ilford Delta 3200 Polaroid SX-70:Kodak Gold 200OTHER TRICKS A as B.e.g.,Turtle as Ninja warrior (Subject)out of(material)No/negative prompting e.g.,no plants Style-e.g.,Layered paper Inspired by e.g.,Inspired by Hindu mythology Anthropomorphic object Chaos Stop Niji

28、HOW TO CRAFT CLEAR AND SPECIFIC PROMPTS 45IPSOS VIEWS|CONVERSATIONS WITH AI CONVERSATIONS WITH AI|IPSOS VIEWSquality of the prompt plays a critical role in the quality of the insights generated.Just as there is some value in identifying the main themes in large corpuses of text or long interviews,th

29、ere is similar value with groups and communities.However,going beyond the commonalities,probing on the outlier positions and views often provides new insights to explore and consider.A non-obvious question might be developed as paradoxical associations or counterintuitive uses or unifying concepts/t

30、hemes that go beyond the commonalities.Structured prompts help to detect patterns,as well as identify the anomalies.By inserting instances that are contrary to the common discourse,it will help to identify the uncommon truth,what Ipsos refers to as the Power of One,a story that may not be very loud

31、but could ultimately change the way our audience thinks about a product or service.Specify the outputs structure:Your prompt should include your expectations of the output.Thus,you could include:A specific number,e.g.,ten ideas Desired format,e.g.,Paragraph,Line,Haiku,Poem,Table Sequence,e.g.,give m

32、e three made-up book titles,with their author and genre Structure,e.g.,rewrite this insight statement in an I.Because.But”format Reflect a specific tone,style,etc Data format-JSON,Avro,XML,CVS,etc ITERATIVE SCIENCES:CONVERSATIONS WITH AI LEVERAGING PROVEN FRAMEWORKS Jobs are already evolving to incl

33、ude new skillsets associated with AI.4 Being capable of posing an initial insightful prompt will be a basic job requirement.More critically,the development of effective prompts requires iterating through subsequent prompts with additional context and examples to deliver increasingly accurate and bet

34、ter answers.It is the specialists who master these skills and understand how platforms respond to the different prompts who will be relied upon to succeed.Just as understanding how to engage different people with probes and follow-ups is a key human skill in qualitative research today,understanding

35、how to build on past prompts and the effect of order on different platforms translates directly to the AI world.It is unlikely that youd find a prompt that works and provides you exactly with what you were looking for the first time.However,by reviewing the errors,refining the parameters and iterati

36、ng,youd get closer to what you were expecting,whether for simple queries or writing new code.5 After an initial analysis of a research data set and iterating upon it with non-obvious questions leveraging the larger AI platforms data corpus,those who want a competitive edge will apply scientific inte

37、rpretive frameworks to make the data more actionable.That said,Ipsos will be careful with what is allowed to be placed into the public domain.Most Generative AI platforms include closed-loop or private access that allows a companys preferred AI partner to be trained for that companys use,while not t

38、raining the overall AI algorithm.In short,this model allows for all the benefits of Generative AI while protecting an organizations intellectual property.This will empower companies like Ipsos,who have proprietary data as well as research frameworks designed to systematically organize and conceptual

39、ize the research Lexica-Prompt High quality shot|realistic|wide angle shot|UHD Image|indoor|natural lighting|12-year-old boy,with a big smile on his face,an expression of rebellious confidence and impish joy|sitting on a kitchen table|in his hand is a pizza and a dollop of strawberry jam on it|bottl

40、e of strawberry jam clearly visible on the table near him|shot on Agfa Vista 20067IPSOS VIEWS|CONVERSATIONS WITH AI CONVERSATIONS WITH AI|IPSOS VIEWSprocess,including the research question,data collection methods,analysis techniques,and interpretation of findings.Ipsos is already exploring AI platfo

41、rms and how to train them on our frameworks like Censydiam.Creating quality prompts is an art that requires substantive domain knowledge,as well as understanding the nature of questions alongside knowledge of the different AI platforms.Ipsos believes that the combination of prompt engineering with d

42、omain knowledge,high-quality data,and AI models trained on research frameworks will birth a new scientific approach:Iterative Sciences.FINDING AI JUSTICE THROUGH DATA ACCURACY AND PRIVACY As we consider the potential benefits of Generative AI in various applications,including research,it is importan

43、t to approach this technology with a critical eye.While there is certainly value to be gained from leveraging Generative AI solutions,it is also essential to acknowledge and evaluate the potential limitations and risks associated with these tools.Thus,before potentially outsourcing research departme

44、nts to Generative AI solutions it is important to take a step back and carefully evaluate the positive and negative implications,as well as any inherent limitations or risks associated with such technology.Given the extent that these AI tools are being incorporated into products and services and the

45、ir practical implications,the ethical issues are greater in many research areas than in the past,and focusing on algorithmic fairness,AI ethics,and data dignity continues to grow in importance.6 Knowing you have reliable and accurate information continues to be a struggle in todays information age.A

46、nd with LLMs/AI,sifting through what is quality information will not get easier at least in the short term.Thus,while not the only consideration,truth and accuracy is an important component of driving for ethical use of models.An interesting shift in how we define quality information is coming.Trust

47、ing the source will remain critical.AI platforms have made significant strides in speech recognition,transcription,and translation quality,making these tasks faster and more efficient.However,several problems,which affect the accuracy and quality of the results produced by AI platforms remain.Some o

48、f the significant problems with AI platforms in transcription and translation quality include an inability to understand the context in which the text or speech is used,being unable to identify the correct speaker or understand an accent or colloquialisms accurately,and the effect background noise c

49、an have on precision.These,along with traditional research questions of representativeness,measurement,and generalizability,continue to beimportant for accurate and just implications of models.Given the rapid advance of tools and platforms,Ipsos will continue to test numerous options for different p

50、ractical use cases.For example,we want to know which platform performs well in transcriptions and translations.If they dont perform well in these basic functions and across many languages,how can we trust any sentiment or thematic analysis outputs from these platforms?For those that score well in tr

51、anscription and translation quality,we will test sentiment and thematic(topline summary)analysis and compare the outputs against those of a human.This is only one example of how Ipsos is systematically testing options and use cases using our criteria of truth,beauty and justice.In short,our message

52、in this paper is:work with experts who are upskilling to write a more insightful question and employ Iterative Sciences to uncover elegant,impactful,accurate and unbiased insights that ensure ethical use of data and effects from the results.The road is evolving and complex,and Ipsos stands ready to

53、help its clients BE SURE,as it has already started employing Generative AI andhas a clear roadmap for its validation and global adoption.Ipsos believes that the combination of prompt engineering with domain knowledge and AI model(s)trained on research frameworks will birth a new scientific approach:

54、Iterative Sciences.89IPSOS VIEWS|CONVERSATIONS WITH AI CONVERSATIONS WITH AI|IPSOS VIEWS REFERENCES Cover:This imperfect image was generated by Ipsos with the assistance of Lexica.art.Prompt:4K|Ultra-HD|Cyberpunk|Sleek steel robot sitting next to man|man and robot sitting on a yellow couch|in Deep C

55、onversation|mood warm,friendly,pensive|Artistic|Camera angle-Wide angle|shot on a Hasselblad H6D 400C Multi-shot|Back Lighting|AR 9:16 1.Timpone,R.and Guidi,M.(2023)Exploring the Changing AI Landscape From Analytical AI to Generative AI.Ipsos Views.https:/ What Happens When Your Lawyer Uses ChatGPT.

56、”27 May,2023.The New York Times.https:/ 3.Amatriain,X.(2023)Prompt Engineering:How to Talk to the AIs.LinkedIn Learning.https:/ Phelps,A.(2023)“The rise of the prompt engineer and why it matters.”World Economic Forum.https:/www.weforum.org/agenda/2023/05/growth-summit-2023-the-rise-of-the-prompt-eng

57、ineer-and-why-it-matters/5.Mertz.D.Q.(2023)Regular Expression Puzzles and AI Coding Assistants.Manning Publications:Shelter Island,NY.6.Timpone,R.and Yang,Y.(2018).“Justice Rising:The Growing Ethical Importance of Big Data,Survey Data,Models and AI.”Paper presented at the BigSurv 2018 Conference of

58、the European Survey Research Association;Barcelona,Spain.Creating quality prompts is an art that requires substantive domain knowledge,as well as understanding the nature of questions with knowledge of the different AI platforms.1011IPSOS VIEWS|CONVERSATIONS WITH AI CONVERSATIONS WITH AI|IPSOS VIEWS

59、AUTHORSJim Legg,UU Global Operations Lead,Ipsos Ajay Bangia,UU Global Scale Lead,IpsosRich Timpone,Ph.D.,Head of Global Science Organization,IpsosCONVERSATIONS WITH AIHow Generative AI and qualitative research will benefit each otherThe Ipsos Views white papers are produced by the Ipsos Knowledge CIpsos