AQR Qual Futures - Session 1

Anyone involved in qual will tell you a lot has changed in the past couple of years. New tech tools and platforms are everywhere, inserting themselves in our workflows from brief to debrief. Clients are being asked to do more with less. Agencies are having to reassert the value they provide and change their services. Business models are under strain.

We are at the point where we know what AI can and cannot deliver. This webinar will restate the value of qualitative thinking, reasserting the role of human intelligence and interpretation.

Kath Rhodes (Qual Street) will introduce her new framework to define the qualitative process, linking perception, connection, reflection and direction. This model helps surface the value that qual offers, elucidating often tacit elements of our process.

Anne-Claire Pierron (Global CMI Manager at Dove Masterbrand for Unilever) will talk about the vital role qual plays in Unilever. Anne-Claire will share her experiences of using AI tools, focussing on where they do and don’t deliver. She will also explore how qualitative researchers are uniquely well-placed to influence stakeholders and inculcate change.

Simon Shaw (Trinity McQueen) will host, reasserting the role of human connection in getting to the truth, before exploring three possible future trajectories for qual.