Reporter on the Scene: Winning the Future of Qualitative
O’Neill, Talking Business, LLC
Summary of Conference
Holly O'Neill summarized her take-aways from various marketing research conferences
over the past three years. As we have entered a new era in MR with changing
needs, increased speed of turnaround and new tools, we not only need to be
aware, but embrace the future of Qualitative Research!
Key Session Takeaways
It is not the market that is changing. Rather, all players in this
market face challenges that have changed their behavior. Smaller budgets,
shorter research cycles, innovation sprints, interactive learning needs, and
more strategic thinking clients—all scream for different research approaches
and open new opportunities for researchers.
Consumers are looking for experiences and relationships with brands and
develop their social selves rather than just individual selves. Family
landscapes have changed. Populations are increasingly diverse, and internet and
mobile are ubiquitous. Technology (including AI and VR) offers new ways to do
data collection, segmentation, tracking and even summaries. But we still need
the human to learn, interpret, and define insights.
How I Will Use this
Information in My Practice
We must find new ways to deliver insights faster and in ways that are quicker
to digest; we need to embrace new technology and dare to be creative with study
designs! Let us use technology and the Qual Researcher’s expertise to design
projects according to the culture of the respondents. We can twist our tools to
new technology and create new methods like storytelling sessions and online
Holly says: Let go of the old in favor of new paradigms. This was a
great summary of changes the industry is facing and needs to embrace!
QRCA Reporter on the Scene: Ilka Kuhagen, IKM GmbH