As experts in qualitative research, we’ve seen, first hand, how AI and bots are reshaping the healthcare market research industry, bringing both exciting opportunities and critical challenges. While AI can enhance efficiency and broaden analysis, the irreplaceable value of human insight remains paramount.
Whether in the research itself or in how it’s moderated, analysed and interpreted, authentic, human-driven insights are essential for informing key decisions. In the busy HCP environment, tech enablement tools might seem like a quick solution, but they introduce significant risks to the reliability and accuracy of your data potentially undermining key insights. So, what can we do to safeguard against this?
At SHG, we recognise the growing influence of AI and bots in research and their potential impact on both quantitative and qualitative studies. To address these challenges, we leverage advanced AI-driven technology and multilayered defences to ensure every response is genuine and accurate. This article focuses on the challenges that AI presents in qualitative research and how we safeguard insight integrity to deliver high-quality, meaningful responses.
Combatting AI fraud and safeguarding data integrity in qualitative research
Compromised data can misinform critical healthcare decisions, leading to wasted resources and flawed strategic direction. With the rise of tools like ChatGPT, how can you be sure your respondents aren’t using AI to complete homework tasks or simulate patient experiences?
One of the most pressing concerns is verifying visual proof submitted by participants. Patients or caregivers may attempt to use Google images instead of genuine photos to validate medication use or device ownership, making it crucial to implement rigorous authenticity checks. Without these safeguards, inaccurate or misleading data can distort findings and diminish the reliability of qualitative research.
AI-generated content, such as copy-and-paste responses from large language models like ChatGPT or Claude, can appear entirely plausible on the surface, making them harder to detect. This introduces a new layer of complexity in maintaining data authenticity, especially in qualitative research, where context and personal experience are key.
Bad actors often complete surveys in half the median time, straight-line through opposing statements, fail multiple logic checks or submit nonsensical open-ended responses, sometimes copy-pasting irrelevant text. AI-generated responses add another layer of intricacy, with machine-written answers that may appear logical but lack genuine personal experience.
SHG’s multilayered defence for authenticity
At SHG, we’ve built a multilayered defence system to combat these challenges and deliver reliable, high-quality medical intelligence. Our highly verified panels are rigorously validated through both automated and manual reviews across more than 140 data points, including professional licence checks and active monitoring for inconsistencies.
We use advanced AI and machine learning algorithms to flag abnormal HCP account activity before any honoraria is issued. To maintain quality, we monitor survey invalidation rates, require new users to complete several surveys before being credited, and regularly review license statuses.
For qualitative responses, we take additional measures such as live webcam screenings to verify prescriptions or devices in real time during interviews, integrating voice recording options, applying reverse internet image checks and implementing tools to prevent the use of AI-generated responses like ChatGPT, ensuring every response is genuine.
Identifying key opinion leaders (KOLs)
In identifying KOLs, we apply our five-step vetting process led by our healthcare recruitment teams, each with over a decade of experience. This process includes bibliometric and sociometric profiling, peer nominations, plus an assessment of events participated in, articles published and advocacy positions held. By combining these methodologies, we can accurately pinpoint and rank the most relevant experts, ensuring we engage with KOLs who are truly shaping their fields.
Profiles are periodically updated to align with evolving market dynamics, with additional insights drawn from secondary data and industry trends across key therapeutic areas. By combining these measures, we consistently maintain the highest standards of authenticity and data quality in healthcare market research.
When to partner with SHG on qualitative research
Partnering with SHG allows you to uncover deeper insights that bring context and clarity to your quantitative findings. Here are some of the ways we can help:
- Take a deeper dive following a quantitative study through focus groups and/or in-depth interviews
- Benefit from quick turnaround qualitative interviews for pitch presentations
- Gain a qualitative snapshot and optimise your discussion guides through pilot interviews
- Implement full-service fieldwork for global projects, from recruitment to report writing
With access to a global panel of healthcare professionals, KOLs, patients and caregivers across a wide range of therapeutic areas, we have the scale and expertise to deliver even the most complex qualitative projects. From patient journey mapping and ethnography to online focus groups advisory boards and AI-powered fieldwork methodologies, we leverage innovative tools like our Qual Scheduler to streamline the process and reduce timelines.
At SHG, we are committed to delivering actionable results which maximise the value of your research.
Get in touch today to ensure the integrity of your qualitative research projects.
By Tamara Burke, VP Qualitative Business Development
