Computational KJ-Ho: An Analyst-Bias-Free Insight Extraction Framework from Large-Scale Qualitative Data Using Domain-Specialized LLMs

Large language models are increasingly used for qualitative data analysis, but many workflows obscure how analytic conclusions are produced. We present QualAnalyzer, an open-source Chrome extension for Google Workspace that supports atomistic LLM analysis by processing each data segment independently and preserving the prompt, input, and output for every unit. Through two case studies -- holistic essay scoring and deductive thematic coding of interview transcripts -- we show that this approach creates a legible audit trail and helps researchers investigate systematic differences between LLM and human judgments. We argue that process auditability is essential for making LLM-assisted qualitative research more transparent and methodologically robust.

Large Language Models (LLMs) offer new possibilities for scaling qualitative analysis, but existing applications often provide limited methodological transparency regarding how qualitative methods are translated into computational procedures. This paper presents an auditable and privacy-preserving computational operationalization of inductive and latent Thematic Analysis (TA). This paper first derives five design principles from the methodological requirements of TA and the conditions introduced by LLM-based inference: preserving interpretative context, maintaining traceable relationships between empirical material and analytical outputs, representing analytical constructs and reasoning explicitly, constraining LLM inference to interpretative tasks, and enabling privacy-preserving local deployment. Second, it presents a proof-of-concept for a two-phase workflow that operationalizes these principles by combining interpretative LLM inference with deterministic procedural control to generate codes, analytical justifications, themes, and theme descriptions while preserving explicit links to the source material. Third, it proposes an evaluation framework combining structural comparison with human-led TA and independent expert assessment of analytical quality. The evaluation is conducted on semi-structured Danish interview transcripts. and the results shows that the workflow produces code-level outputs with coverage broadly comparable to human annotations and highly rated analytical justifications, while generating a more compressed thematic structure characterized by fewer and broader themes. The findings demonstrate the feasibility of auditable LLM-supported TA through a modular workflow designed to scale to larger datasets, accommodate different LLMs, and support transfer across research domains, with domain adaptation primarily requiring adjustments to the prompting strategy.

Accurately measuring consumer emotions and evaluations from unstructured text remains a core challenge for marketing research and practice. This study introduces the Linguistic eXtractor (LX), a fine-tuned, large language model trained on consumer-authored text that also has been labeled with consumers' self-reported ratings of 16 consumption-related emotions and four evaluation constructs: trust, commitment, recommendation, and sentiment. LX consistently outperforms leading models, including GPT-4 Turbo, RoBERTa, and DeepSeek, achieving 81% macro-F1 accuracy on open-ended survey responses and greater than 95% accuracy on third-party-annotated Amazon and Yelp reviews. An application of LX to online retail data, using seemingly unrelated regression, affirms that review-expressed emotions predict product ratings, which in turn predict purchase behavior. Most emotional effects are mediated by product ratings, though some emotions, such as discontent and peacefulness, influence purchase directly, indicating that emotional tone provides meaningful signals beyond star ratings. To support its use, a no-code, cost-free, LX web application is available, enabling scalable analyses of consumer-authored text. In establishing a new methodological foundation for consumer perception measurement, this research demonstrates new methods for leveraging large language models to advance marketing research and practice, thereby achieving validated detection of marketing constructs from consumer data.