Broadening the scope of qualitative with technology

The Qual360 Europe 2022 in-person conference is back on April 5-6 in Berlin! As all our speakers are preparing their upcoming presentations, we are talking to them to find out their core message on the latest trends and developments. This week, we spoke with Gerard Loosschilder, Head of Market Insights at WSAudiology. Gerard will talk about broadening the scope of qualitative with technology. He will analyse the impact and potential of new tech innovations. At the same time, he emphasizes on the listening factor across different data sources.

Gerard Loosschilder | agile qualitative research | qualitative in technology

Qual360: Without giving too much away – what is the core message of your talk and what would you like delegates to remember?

Gerard: Businesses must listen to what customers tell us. It is my role and that of my market insight team to act like the eyes and ears of the business, and its conscience. Yet eventually it’s not us, market insight people, who need to listen. It is our stakeholders in business management and leadership. Therefore, we need to find effective and efficient ways to share these “snippets of truth” with them. It has to be structured and actionable. At the same time, leaving the snippets intact to not lose the original content and especially not their emotional load. I’ll show you how.

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

Gerard: I choose this topic focusing on qualitative with technology because in my 30 years’ career in market insight, I have never seen such an easy way to have so much impact.

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

Gerard: There is always a bit of tension between qual and quant research and a discussion what’s best for what purpose. The approach shown is a nice compromise between the impact of management dashboards full of KPIs and the insight of qualitative data. My expectation is that we can finally fully leverage the value of open-ended answers and other forms of (un)solicited feedback.

Qual360: 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?

Gerard: Let me repeat: businesses must listen to their customers, and on top, be agile in their response. Furthermore, technology is an enabler. Either by providing customers with channels to give their feedback, or by helping us interpreting what they say and formulate an adequate response.

Qual360: Thank you very much Gerard, we look forward to your presentation at Qual360!

Do you want to hear more about the latest innovations, trends, and techniques in qualitative research? Join Gerard Loosschilder and speakers from Bose Corporation, MicrosoftGoogle, Jaguar Land Rover,  PhilipsP&G, RB, Salomon, Buzzback, Unilever, and many more top-of-the-line companies at Qual360 Europe 2022.

Qual360 Europe 2022 | agile qualitative research | qualitative in technology

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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.

View all posts by Hazel Loh →

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