{"id":23276,"date":"2025-07-01T19:38:24","date_gmt":"2025-07-01T17:38:24","guid":{"rendered":"https:\/\/insummit.pl\/2022-2025\/?page_id=23276"},"modified":"2025-09-30T20:07:31","modified_gmt":"2025-09-30T18:07:31","slug":"czy-insighty-z-tiktoka-i-chatugpt-zabija-badania-jakosciowe","status":"publish","type":"page","link":"https:\/\/insummit.pl\/2022-2025\/program-insummit-2025\/czy-insighty-z-tiktoka-i-chatugpt-zabija-badania-jakosciowe\/","title":{"rendered":"Czy insighty z TikToka i ChatuGPT zabij\u0105 badania jako\u015bciowe?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"23276\" class=\"elementor elementor-23276\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6aee662 elementor-section-full_width elementor-section-height-min-height elementor-section-height-default elementor-section-items-middle\" data-id=\"6aee662\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1afe9a0\" data-id=\"1afe9a0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-e30a696 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e30a696\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-c1c8baa\" data-id=\"c1c8baa\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2274559 giz_program_tytul elementor-widget elementor-widget-text-editor\" data-id=\"2274559\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tCzy insighty z TikToka i ChatuGPT zabij\u0105 badania jako\u015bciowe?\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ce57bfb giz_program_tagi elementor-widget elementor-widget-text-editor\" data-id=\"ce57bfb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t#badaniajako\u015bciowe #FGI #digitalethnography #insightyztiktoka #chatgpt\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-998b7d7\" data-id=\"998b7d7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5e961b7 elementor-widget elementor-widget-text-editor\" data-id=\"5e961b7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tINSIGHT TOOLKIT\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a7e7cf elementor-widget elementor-widget-text-editor\" data-id=\"1a7e7cf\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<span style=\"font-weight: 300;\">SESJA MODEROWANA<\/span>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e2bc11b elementor-widget elementor-widget-text-editor\" data-id=\"e2bc11b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"giz_program_godzina\">12:25<\/span> \u015aRODA, 24 WRZE\u015aNIA\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2b08490 giz_zalogowany elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2b08490\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-76d32bd\" data-id=\"76d32bd\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bd6919c elementor-widget elementor-widget-shortcode\" data-id=\"bd6919c\" data-element_type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-shortcode\"><div id='vdo'><strong>VdoCipher Error: Video ID not found<\/strong><\/div><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5e3b1f5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5e3b1f5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2a21321\" data-id=\"2a21321\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-9af9f48 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9af9f48\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-76f5d78\" data-id=\"76f5d78\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-82c529b elementor-widget elementor-widget-text-editor\" data-id=\"82c529b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tNasze wyst\u0105pienie to de facto prezentacja wynik\u00f3w eksperymentu badawczego, kt\u00f3ry realizujemy na potrzeby jednego z naszych klient\u00f3w. Za\u0142o\u017cenie jest proste \u2013 bierzemy realny brief badawczy i podchodzimy do niego na kilka r\u00f3\u017cnych sposob\u00f3w.\nZ jednej strony \u2013 klasyka \u2013 jako\u015bciowe badania fokusowe i etnograficzne, kt\u00f3re pozwalaj\u0105 nam zg\u0142\u0119bi\u0107 temat w tradycyjny spos\u00f3b. \nZ drugiej \u2013 podej\u015bcie eksperymentalne \u2013 ten sam brief analizujemy wy\u0142\u0105cznie za pomoc\u0105 nowych \u017ar\u00f3de\u0142 wiedzy \u2013 korzystaj\u0105c z ChatGPT oraz analizy TikToka  (zar\u00f3wno tre\u015bci, jak i ich comment sections).\nCo istotne \u2013 na potrzeby eksperymentu nie mieszamy danych. Tworzymy r\u00f3wnoleg\u0142e \u015bcie\u017cki analizy, ka\u017cd\u0105 opart\u0105 o jedno \u017ar\u00f3d\u0142o. Kiedy lecimy na GPT \u2013 to lecimy tylko na GPT. Gdy eksplorujemy TikToka \u2013 nie dorzucamy \u201edla r\u00f3wnowagi\u201d cytatu z FGI.\nW efekcie powstaj\u0105 trzy (a mo\u017ce i wi\u0119cej) alternatywne narracje \u2013 ka\u017cda z w\u0142asnym poziomem g\u0142\u0119boko\u015bci, b\u0142yskotliwo\u015bci, u\u017cyteczno\u015bci. Czy b\u0119d\u0105 si\u0119 pokrywa\u0107? Czy b\u0119d\u0105 sprzeczne? Czy kt\u00f3ra\u015b oka\u017ce si\u0119 lepsza? \u2013 tego dowiemy si\u0119 dopiero na ko\u0144cu.\nPrezentacja b\u0119dzie dla nas pretekstem do szerszego namys\u0142u nad tym, dok\u0105d zmierzaj\u0105 badania jako\u015bciowe, jak klienci reaguj\u0105 na nowe podej\u015bcia i co \u2013 jako bran\u017ca \u2013 mo\u017cemy zrobi\u0107, \u017ceby nasza praca w 2025 by\u0142a naprawd\u0119 efektywna i sensowna.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-d1c8423\" data-id=\"d1c8423\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-67e880f elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"67e880f\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img fetchpriority=\"high\" decoding=\"async\" width=\"250\" height=\"250\" src=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2025\/07\/chyl.jpg\" class=\"attachment-full size-full wp-image-23125\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2025\/07\/chyl.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2025\/07\/chyl-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Anna Chyl<\/span><p class=\"elementor-image-box-description\"><strong>Sedno<\/strong><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5badd1d elementor-widget elementor-widget-text-editor\" data-id=\"5badd1d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tBadaczka, strate\u017cka, z wykszta\u0142cenia analityczka \u2013 z ponad 10-letnim do\u015bwiadczeniem zdobywanym w czo\u0142owych agencjach, takich jak Stratosfera, Izma\u0142kowa czy Assembly. Specjalizuje si\u0119 w projektach, kt\u00f3re wymagaj\u0105 \u0142\u0105czenia perspektywy badawczej i strategicznej. W centrum jej podej\u015bcia zawsze znajduje si\u0119 cz\u0142owiek. W pracy zaanga\u017cowana, konkretna, nie odpuszcza, dop\u00f3ki nie ma pewno\u015bci, \u017ce wszystko, co powinno zosta\u0107 odkryte \u2013 zosta\u0142o. Prywatnie \u015bwie\u017co upieczona psiama, mi\u0142o\u015bniczka tkanek miejskich, dobrych musicali, literatury i jeszcze lepszego jedzenia.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-f876af9\" data-id=\"f876af9\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-dcd4aa6 elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"dcd4aa6\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img decoding=\"async\" width=\"250\" height=\"250\" src=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2025\/07\/Konopinska-Dudek.jpg\" class=\"attachment-full size-full wp-image-23149\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2025\/07\/Konopinska-Dudek.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2025\/07\/Konopinska-Dudek-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Ela Konopi\u0144ska-Dudek<\/span><p class=\"elementor-image-box-description\">strategist \/ co-founder\n<br>\n<strong>Sedno<\/strong><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-358b6e2 elementor-widget elementor-widget-text-editor\" data-id=\"358b6e2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tDo\u015bwiadczona strate\u017cka z wieloletnim sta\u017cem konsultingowym w pozycjonowaniu marek. Fascynuj\u0105 j\u0105 projekty \u0142\u0105cz\u0105ce perspektyw\u0119 biznesow\u0105 z dobrym zrozumieniem potrzeb konsument\u00f3w i kreatywnym podej\u015bciem do komunikacji. Najwi\u0119ksz\u0105 satysfakcj\u0119 daj\u0105 jej projekty kompleksowe, buduj\u0105ce strategi\u0119 i marki holistycznie i d\u0142ugofalowo. Pracowa\u0142a przy tworzeniu strategii i pozycjonowaniu takich marek jak Nestle (Na\u0142\u0119czowianka, Bobofrut, Kaktus), Frisco.pl, L&#8217;Oreal, OLX, Decathlon, Electrolux. Prywatnie zaczytuje si\u0119 w japo\u0144skiej literaturze i opiekuje si\u0119 czworono\u017cnym psynkiem. Jest ekspertk\u0105 w analizie danych i researchach eksperckich wybranych zagadnie\u0144, a swoj\u0105 skrupulatno\u015b\u0107 i dok\u0142adno\u015b\u0107 syntetyzuje zawsze w formie jasnych wniosk\u00f3w i rekomendacji dla marek, z kt\u00f3rymi pracuje.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Czy insighty z TikToka i ChatuGPT zabij\u0105 badania jako\u015bciowe?#badaniajako\u015bciowe #FGI #digitalethnography #insightyztiktoka #chatgptINSIGHT TOOLKITSESJA MODEROWANA12:25 \u015aRODA, 24 WRZE\u015aNIANasze wyst\u0105pienie to de facto prezentacja wynik\u00f3w eksperymentu badawczego, kt\u00f3ry realizujemy na potrzeby jednego z naszych klient\u00f3w. Za\u0142o\u017cenie jest proste \u2013 bierzemy realny brief badawczy i podchodzimy do niego na kilka r\u00f3\u017cnych sposob\u00f3w. Z jednej strony \u2013 klasyka [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":23112,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"pmpro_default_level":"","site-sidebar-layout":"no-sidebar","site-content-layout":"page-builder","ast-site-content-layout":"full-width-container","site-content-style":"unboxed","site-sidebar-style":"unboxed","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-23276","page","type-page","status-publish","hentry","pmpro-has-access"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.10 - aioseo.com -->\n\t<meta name=\"description\" content=\"Czy insighty z TikToka i ChatuGPT zabij\u0105 badania jako\u015bciowe? #badaniajako\u015bciowe #FGI #digitalethnography #insightyztiktoka #chatgpt INSIGHT TOOLKIT SESJA MODEROWANA 12:25 \u015aRODA, 24 WRZE\u015aNIA VdoCipher Error: Video ID not found Nasze wyst\u0105pienie to de facto prezentacja wynik\u00f3w eksperymentu badawczego, kt\u00f3ry realizujemy na potrzeby jednego z naszych klient\u00f3w. 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