Stop Drowning in Qual Data: How to Spend More Time on What Actually Matters

“Qual insight isn’t about processing data faster — it’s about protecting the time and focus needed to truly understand it.”

Tanya Berlina

Research Director @ yasna.ai

You know the pattern. The fieldwork is done, the transcripts are in, and you’re staring at hundreds of pages across multiple markets. Before you can even start thinking about what it all means, there are hours of coding, sorting, summarising, and formatting ahead of you. By the time you reach the analysis, your energy and focus are already spent.

This session shows a different way to structure qualitative projects, combining experienced research teams with AI-supported workflows so the routine processing doesn’t consume the time and headspace you need for genuine interpretation.

Drawing on a recent multi-market study, we’ll walk through the full process: from structured project setup and automated coding, through to AI-generated reporting and a live deep dive using Talk to Data (Yasna’s conversational analysis tool that lets you interrogate your dataset directly).

What you’ll take away:

• Where time actually disappears in multi-market qual projects, and which parts can be safely accelerated without losing rigour

• A practical, step-by-step look at AI-assisted analysis on real data, from auto-coding through to hypothesis testing

• How to use the time you reclaim to move beyond first-level findings toward deeper interpretation and sharper recommendations

Who this is for:

This webinar is for agency researchers and insight teams on the client side who are running qualitative projects and finding that analysis is the phase where quality gets squeezed. If you want to protect the thinking time that makes qual valuable, rather than losing it to processing, this session will show you how.

The Speaker: Tanya Berlina

Tanya Berlina, Research Director, yasna.ai. With 20 years of qualitative research experience, Tanya ensures methodological rigor, quality, and creativity.