用专用大模型自动提取消费者洞察,避免研究者主观偏见。
Computational KJ-Ho: An Analyst-Bias-Free Insight Extraction Framework from Large-Scale Qualitative Data Using Domain-Specialized LLMs
- 用领域专用大模型实现无偏见的定性数据分析
- 三阶段架构支持跨访谈对比分析,提升洞察一致性
- 聚焦非西方方法论,适合市场研究与社会科学领域
生成消费者洞察的定性研究方法——川喜田二法(KJ法)、扎根理论和主题分析——均受限于研究者认知能力,且相同数据不同研究者结论差异显著(分析师偏见)。本文提出计算版川喜田二法(Computational KJ-Ho),通过领域专用大模型实现数据驱动的洞察生成,不预设研究者先入之见。该框架基于持续预训练(CPT)和专家标注对的监督微调,构建三层结构:数据结构化、洞察提取、策略生成。在日本市场语境下的两轮初步研究验证了CPT在领域适配中的必要性。贡献包括:(1)将KJ法、扎根理论与皮尔士溯因统一为数据驱动解释生成的哲学基础;(2)使用领域嵌入实现跨访谈分析;(3)提出两个新评估指标:InsightExtraction-F1 和 MarketingQA;(4)回应WEIRD问题,强调非西方方法论价值;(5)从近三十年实践提炼出五个设计需求。人类分析师仍担任监督角色。本文为概念论文,尚待实证验证。
原文摘要 · Abstract (English)
The qualitative research methodologies that underpin consumer-insight generation - the KJ method, Grounded Theory, and Thematic Analysis - share a structural constraint: the cognitive processing capacity of the human analyst. Replication research further shows that conclusions vary substantially across analysts analyzing identical data (analyst bias). This paper proposes Computational KJ-Ho (the Kawakita Jiro method), a theoretical framework that computationally realizes the KJ method's epistemology - letting structure emerge from the data itself without imposing the analyst's preconceptions - an orientation we term "analyst-bias-free." The framework employs a domain-specialized LLM built through continued pre-training (CPT) on a marketing-research corpus and supervised fine-tuning (SFT) on expert-curated insight pairs, organized as a three-layer architecture: data structuring, insight extraction, and strategy generation. Two preliminary studies in the Japanese marketing context support the necessity of CPT-based domain specialization. The paper makes five contributions: (1) a theoretical integration of the KJ method, Grounded Theory, and Peircean abduction into a single epistemological commitment of data-driven explanation generation; (2) a three-layer architecture leveraging domain-specialized embeddings for cross-interview analysis; (3) two novel evaluation metrics, InsightExtraction-F1 and MarketingQA; (4) explicit engagement with the WEIRD problem, centering a non-Western methodology; and (5) five practice-derived problem formulations from nearly three decades of marketing-research practice, translated into design requirements. The human analyst retains a supervisory role. This is a concept paper presented ahead of empirical validation.
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