WOW! What a year it has been! Qualitative research is on a high and a fresh wind has blown qual back into corporate research departments. Fully embracing change, qualitative researchers are taking new technologies head on, experimenting with new methodologies and continue to find new ways to better understand consumer behaviour.
At the upcoming QUAL360 Europe conference on February 15 & 16 in Amsterdam, senior client-side researchers from Coca-Cola, Mars Petcare, Unilever, Intercontinental, Bosch, Kantar TNS, GIM and many more will assess the impact of a changing business environment on qualitative research. They will explore how qual can help companies to innovate, adjust and grow. More than 35 research experts will cover all facets of qualitative research during the two conference days.
Speaking of growth, it would be extremely difficult to ignore the ongoing multi-dimensional discourse around Big Data and qualitative research; defining, separating or excluding the two can no longer be an option. In this light, Piotr Przerwa from Coca-Cola will talk about his way of balancing quant & qual metrics and ultimately turning big data into actionable insights. Instead of fighting for space in the insight world, big data and qualitative can become a dynamic pair that will bring data points to life, enhance insight on consumer journeys and strengthen corporate marketing and business strategies.
Driving innovation through a customer-focused lens is crucial in order to create long-term value and trigger customer loyalty. Companies need to proactively respond to change through a combination of tools and methodologies or, as Dr. Dag Piper from MARS Petcare will show in his presentation, they need to build a culture of consumer driven innovation and keep customers at the heart of corporate innovation efforts.
Whilst often overlooked, logistics can be the lifeblood of research. Marie Robelin from Unilever will explore innovative ways to carry out research in hard to reach environments, pushing the boundaries of where market research is able to take place. Ever wondered what it is like to carry out projects in Enugu in Nigeria, Metehara in Ethiopia or Mathura in India, where no researcher has worked before? Find out at QUAL360!
Wait…there is more, much more happening at QUAL360 Europe 2017. Be surprised, challenged and motivated by client and agency side presentations, workshops, discussions, competitions, food sampling, networking…(did anyone say drinks)!