A PhD student in the Department of Innovation and Technology Management at the College of Education, Administrative and Technical Sciences at Arabian Gulf University (AGU), Shaikha Al-Juwaisri presented an interactive workshop on descriptive analysis using the ATLAS TI software, reviewing a case study on the process of content analysis and building a network of tags and concepts to develop a theory based on descriptive data.

The workshop included a showcase of AI techniques in descriptive data analysis, and the role of the researcher in refining descriptive data, formulating appropriate hypotheses, and theory-building.

Al-Juwaisri stated, “In light of the rapid developments in the field of artificial intelligence, AI techniques in metadata analysis have become one of the main axes that improve decision-making across many sectors. These techniques enable companies and organisations to make the most of indirect and variable data, which provides crucial insights into future operations and trends.” She noted multiple AI techniques employed in this field, including machine learning, which enhances the ability to classify data and discover hidden patterns that may not be apparent. Deep learning also facilitates dealing with complex metadata such as images and texts, allowing for more accurate and sophisticated analysis.

She added, “Text data analysis and pattern recognition techniques are powerful tools for extracting deep meanings from unstructured data. Metadata analysis also provides businesses with the opportunity to understand user behaviour and trends more accurately, which opens a new horizon for developing advanced marketing and commercial strategies.” These techniques represent a qualitative shift in how organisations deal with data, she explained, which improves performance efficiency and accuracy of predictions while enhancing competitiveness in the market.

The workshop was attended by a group of post-graduate students and academic staff members of the Innovation Management Program, which was established in 2016 and has produced over 60 graduates who currently work in leadership positions across the Gulf.