Co-creating the future with Pinterest: Using strategic foresight as a qualitative co-creation provocation

Our in-person Qual360 North America 2022 conference is back on March 8-9 in Washington D.C.. As all our speakers are preparing their upcoming presentations, we are talking to them to find out their core message. This week, we spoke with Marcos Moldes, Qualitative UX Research Lead at Pinterest about using strategic foresight as a qualitative co-creation provocation.

Marcos Moldes, Qual360 North America 2022 - Co-creating the future with Pinterest: Using strategic foresight as a qualitative co-creation provocation

Qual360 North America: What is the core message of your talk and what would you like delegates to remember?

When researching people’s future needs, we need to remember that people struggle with thinking about and anticipating the needs of their future selves. Using strategic foresight to construct scenarios can help people to explore future scenarios and how they would respond to them.

Qual360 North America: Why did you choose the topic of your talk?

In my experience, stakeholders want to know what research participants want or need in the future. However, people always struggle to answer these questions in any kind of detail. Giving participants future contexts, informed by actual emerging signals can help to unlock a richer discussion.

Qual360 North America: What motivates you to join QUAL360 2022 and what are your expectations?

This will be my first time presenting at QUAL360 so I’m not quite sure what to expect. I’m really looking forward to connecting with other researchers after what can only be described as a chaotic few years for our industry.

Qual360 North America: There is a lot of talk about the current state of consumer insights and the impact of technology. How would you sum up the current state of the industry in 1-2 sentences?

Putting my anthropologist hat on, I’d describe the current state of the industry as being in a liminal state. There has been so much change and transformation we’re all feeling a bit uncertain with all the ambiguity that surrounds us. However, the dust hasn’t settled yet. There is still a lot of uncertainty and unknown that we as researchers need to contend with.

Qual360 North America: Thank you very much, Marcos. We look forward to your presentation!

Want to hear about the latest innovations, trends, and techniques in qualitative research? Join Marcos Moldes and speakers from Citi, TikTok, Johnson & Johnson Vision, Booking.com, Mondelēz, Microsoft, Marriott, Gallup, Mars, Nestlé and many more top-of-the-line companies at Qual360 North America 2022.

QUAL360 North America 2022, March 8-9, 2022 Washington D.C.

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Hazel Loh

Hazel Loh is the Marketing and Partnership Manager at Merlien Institute. She has over 10 years of experience in the field of corporate events. She is directly involved in Strategic Partnerships, Content Management and Digital Marketing including Search Engine Optimization, Social Media Marketing and Email Marketing.

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