Archive: qualitative research
Follow the Spark: Why San Antonio Is The Place for Qual in February
At QRCA San Antonio, gain practical skills, peer insight, and new ideas to return to your work with clarity and renewed momentum.
Kristin Marino
Chair 2026 Conference at QRCA
Control Systems, Surveys, and Strategy: Finding Meaning from Metrics Brings Career Success
How Jenine Sparks built a career spanning engineering and market research, driven by curiosity, rigor, and human insight.
Brian Fowler
Senior Executive Director at Insights Career Network
Where Technical Acumen Meets Consumer Empathy: The Whole-Brain Journey of Jodi Koehler
From lab equations to mannequin heads, Jodi Koehler discovered consumer research by bridging chemistry with real human experience.
Brian Fowler
Senior Executive Director at Insights Career Network
Customer Experience (CX) Tech Showcase: Connecting Every Touchpoint
See how modern CX solutions connect data across every touchpoint to turn fragmented signals into act...
Partner Content
The Past, The Present & The Possible of AI in Insights
From cheaper and faster research to a human insights AI ecosystem
Niels Schillewaert
Head of Research and Methodologies
Why AI in Market Research Is Here to Stay
From digital twins to AI-led qual, market research is transforming fast. This episode cuts through h...
AI Won’t Replace Qual Researchers, But It Will Change Everything About the Job
Discover how AI accelerates qual interviews and analysis, why teams still need human insight, and how researcher roles will evolve next.
Junu Yang
CEO at Usercall
Why Empathy Matters More than Ever in an AI-Enabled, Multitasking Culture
To stay consumer-centric, research must go past data points and blend virtual and in-person methods to understand lived experiences.
Emily Trentacosta
Vice President, Strategy and Insights at AMC Global
The 3Fs of AI Moderated Interviews: A Framework for Good Questions
Explore the evolution of AI-moderated interviews with Quick Qual. Discover how these solutions enhance consumer insights while saving time and costs.
Adam Stanley-Smith
CEO at Meaningful
The New Era of Online Insight Communities
Online insight communities have evolved. AI and mobile-first design now deliver fraud-resistant, fas...
Yana Welinder on AI-Driven Product Development and Acquisition
Yana Welinder joins the CEO Series to explore Craftful’s rise, Amplitude’s acquisition, and how AI i...
Bias-Free and Insight-Rich! Why Conversational AI Is the Future of Market Research
Even great moderators carry bias. Discover how phrasing and group dynamics quietly steer conversations and influence research outcomes.
Hanna Krazhan
Chief Commercial Officer at Yasna
Beyond the Divide: Why Integration, Not Specialization, Defines the Future of Insights
Tech and service models are converging. GRIT reveals that true innovation now depends on integrating technology, data, and human interpretation.
Mary Lois Smith
VP, Market Research at Suzy
Partner Content
Fraud in Market Research and How to Fight It: Lessons From Rare Patient Voice
Rare Patient Voice Founder Wes Michael examines rising research fraud, its threat to data integrity, and strategies to detect and prevent it.
Wes Michael
President at Rare Patient Voice
Partner Content
AI Is Transforming Insights: Where Are We Today and Are We Going?
The insights function is becoming a self-learning system. Explore how AI is reshaping research from dashboards to dynamic, decision-ready models.
Florian Hendrickx
CGO at Conveo
5 Playful Projective Techniques for Qualitative Research That Make People Open Up
Tired of safe answers? Discover five creative projective methods to make qualitative sessions fun, expressive, and full of hidden insights.
Monika Karamchandani
Group Leader - Consumer Science - Chocolates AMEA at Mondēlez International
Building AI Before It Was Cool: How Bad Data Quality Sparked a Revolution
From focus group translator to AI entrepreneur, Nexxt Intelligence CEO Kathy Cheng shares her journe...
Unlocking the “Why”: How Technology is Transforming Qualitative Research
Explore how new qualitative research tools—from AI interviews to UX testing—help brands uncover the ...
Transforming Tradition: Alex Hunt on Leading Behaviorally into the Digital Future
Alex Hunt shares how he transformed Behaviorally into a digital, AI-powered insights leader in this ...
Redefining the New-Age Qualitative Researcher. Curious, Experimental, Uncomfortable by Choice.
As AI reshapes research, top Qual experts stand out through adaptability, depth, and judgment—walking with AI, not fearing it, with clarity and intent...
Jiten Madia
Founder at flowres.io
Reimagining Qual: How Conveo.ai Scales Deep Insights with AI
Conveo.ai is transforming qualitative research with AI-driven video interviews—combining scale, spee...
Market Research in the Age of AI: Trends, Challenges, and Opportunities
AI is revolutionizing market research—powering personalization, segmentation, and strategy while reshaping how insights are created and applied.
Alain Briancon, PhD.
Vice President of Research & Data Science Research Sciences at Dynata
Insight is Evolving…Are We Evolving With It?
The line between research and analytics is blurring. Hybrid teams and connected thinking are shaping faster, deeper, and more impactful insights.
Hakan Yurdakul
CEO at BoltChatAI
Digital Qual is Not a Replica — It’s a Reinvention
Qual is evolving. Discover how platforms like Recollective are reshaping qualitative research with AI, asynchronous tools, and scalable insights.
Laura Pulito
Vice President of Research at Recollective Inc.
Why UX Testing Belongs in Qualitative Research
Combine AI-moderated qual with UX testing to reveal user motivations, emotional insights, and build experiences that connect beyond behavior data.
Ester Marchetti
Co-Founder & Chief Innovation Officer at Bolt Insight
The Campaign for Real Qual: Four Provocations in an AI-Driven Era
Discover what AI means for the future of qualitative research, with insights from the Campaign for Real Qual and years of hands-on industry experience...
Mixed Method Marketing Research: A Complete Guide
Learn how combining quantitative and qualitative data in marketing research delivers deeper insights, with real-world examples, tools, and best practi...
Ashley Shedlock
Senior Content Coordinator at Greenbook
Voice AI and the Future of Qual: Rethinking Depth, Speed, and Scale
Voice AI transforms qual research by capturing emotional, scalable feedback—faster than interviews, more honest than surveys, and empowering researche...
Junu Yang
CEO at Usercall
Greenbook Future List Spotlight: Alfred Wahlforss
Discover how 2025 Future List Honoree Alfred Wahlforss blends film, empathy, and curiosity to redefi...
The Role of Artificial Intelligence in Market Research: Opportunities and Limitations
AI enhances market research with efficiency and insights but can't replace human-led studies. Explore its strengths, limitations, and future potential...
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
Putting Synthetic Data to Work: Balancing Effort, Trust and Impact
Explore how synthetic data enhances human insights, filling gaps, testing ideas, and shaping consumer understanding with best practices and key use ca...
Arun Kumar
Global Lead, Data & Analytics at Material
Navigating Personal Disclosures in Qualitative Research: To Share or Not to Share?
Should qualitative moderators share personal info? Explore how balancing disclosures fosters empathy while avoiding bias to ensure genuine research in...
Amy Spencer
Co-Founder at The Research Heads
Future-Proof Your GenAI Strategy for Qualitative Research
Learn how GenAI transforms qualitative research, from discussion guides to insights. Learn key considerations for choosing the right GenAI solution fo...
Jim Longo
Co-Founder & Chief Strategy Officer at Discuss
Unlock Audience Insights Instantly: Online Qual & Quant at Scale
Scale qualitative research online to reach diverse audiences, uncover trends, and gain insights for ...
From Mentorship to AI: What’s Driving Change in Market Research
Explore mentorship in research, industry shifts like AI and T-SAPI, Nielsen's streaming data, and bl...
Why Fully-Integrated QualiQuant Projects Are the Future of Mixed Methods Research
Explore the next step in mixed-method research with fully integrated QualiQuant projects, combining qualitative and quantitative insights seamlessly.
Ashley Shedlock
Senior Content Coordinator at Greenbook
Karen Lynch
Head of Content at Greenbook
UX Research Methods for every Market Research Toolkit
Unveil the fundamental UX research methods employed by experts. Equip market researchers with valuable insights for improved collaboration and effecti...
Devin Harold
Former Director - Head of Design Research, Financial Services at Capital One
Chatbot and Virtual Assistants: Research Partners that Work 24/7 and Never Get Tired
AI-powered chatbots & virtual assistants optimize customer experience with personalized support & round-the-clock assistance for brand loyalty & effic...
Ashley Shedlock
Senior Content Coordinator at Greenbook
The Greenbook Podcast
Building Global Standards in Qualitative Research: Martha Llobet on AQR’s Vision
Karen Lynch
Head of Content at Greenbook
Greenbook Future List Spotlight: Shawnna Mullenax
Explore the expertise of Shawnna Mullenax, a social scientist at PSB Insights, specializing in data-driven insights and innovative research methodolog...
Karen Lynch
Head of Content at Greenbook
Qualitative vs. Quantitative Market Research: Why Not Both?
Discover the benefits of qualitative and quantitative methods. Learn how to leverage both approaches for insights into consumer behavior and industry ...
Ashley Shedlock
Senior Content Coordinator at Greenbook
From Consumer Insights Revolution to Global CX Standards with Kerry Hecht
Discover the power of qualitative research with Kerry Hecht, CEO of 10k Humans. Learn about the impo...
The Fun and Games of Using VR in Qualitative Research
Explore the benefits of using VR as a qualitative research tool. Learn why it's valuable and discover practical tips for implementation.
Amy Spencer
Co-Founder at The Research Heads
The Greenbook Podcast
Cutting Through the Noise: Ensuring Data Quality in AI-Driven Research with Dynata
Karen Lynch
Head of Content at Greenbook
Unveiling the Future of Insights Anchored in Behavioral Science
Discover the latest innovations in market research. Uncover the power of behavioral science in gaining deeper insights with new technologies and metho...
Crispin Beale
Group President at Behaviorally
Greenbook Future List Spotlight: Maria Muccioli
Join Maria Muccioli, Greenbook Future List honoree and Thrivable Research Lead, as she empowers those impacted by diabetes to influence healthcare adv...
Karen Lynch
Head of Content at Greenbook
8 Examples of Qualitative Research
Unveil the depth of human behavior with qualitative research. Dive into narratives and interpretations to find hidden meanings in market research and ...
Ashley Shedlock
Senior Content Coordinator at Greenbook
Greenbook Future List Spotlight: Jasmin Goodman
Learn about Dr. Jasmin Goodman, Founder of The J. Michelle Group, who combines academic insight with real-world research in diversity & authentic stor...
Karen Lynch
Head of Content at Greenbook
Will AI Kill off the Moderator?
Discover how AI is revolutionizing market research. Explore the impact on qualitative moderators' roles and the importance of human touch in research.
Amy Spencer
Co-Founder at The Research Heads