by The excitement for Qual360 Europe 2024 is building and today we are speaking with Nathalie Blanchon, Senior Consumer Insight Specialist at Nestlé about her work on sensory research – and her rather unique hobby of winter swimming in lake Geneva! As part of our pre-conference interview series, Nathalie talks about her research project that helped to establish a sensory trend framework at Nestle, as well as her motivation on joining the Qual360 conference and her views on Big Data usage in qualitative research.
Qual360: Nathalie, without giving too much away – what is the core message of your talk and what would you like delegates to remember
Nathalie: The core message of my talk revolves around leveraging the power of online data, specifically from TikTok, to gain insights into emerging coffee sensory trends and identify key pain points within the market. Through this innovative approach, I aim to showcase how we can structure these findings into an actionable Sensory Trend Framework. By doing so, delegates will learn how to effectively connect these sensory trends with our demand moments framework, providing valuable support for Front End Innovation projects. Ultimately, I hope to convey the significance of utilizing social listening on TikTok as a strategic tool in understanding and adapting to the dynamic landscape of coffee preferences, enhancing the overall success of product development and marketing initiatives.
Qual360: Besides sharing your sensory trend framework, what motivates you to join the Qual360 Europe conference and what are your expectations?
Nathalie: I’m thrilled to join Qual360 Europe for insights into emerging trends, networking, and exploring AI methodologies. I look forward to the fun side of sharing experiences, engaging with professionals, and contributing to the community by embracing the exciting possibilities AI brings to consumer insights.”
Qual360: What is the place of qualitative research today, and where do you see the industry heading?
Nathalie: The place of qualitative research today is pivotal, especially for companies like Nestlé, in decoding the nuanced aspects of consumer behaviour and preferences. In a world inundated with data, qualitative research offers the depth and context necessary to understand the ‘why’ behind consumer decisions. As we move forward, the industry, including Nestlé, is heading towards a more integrated approach, leveraging advancements in technology, including AI, to enhance qualitative methodologies. The synergy of traditional qualitative methods with cutting-edge tools will continue to provide richer insights, enabling a more holistic understanding of consumer experiences and paving the way for innovative strategies, particularly in product development and marketing
Qual360: What do you consider to be the 3 essential elements of the qualitative research toolkit today?
Nathalie:
1-Advanced analytics and AI-driven tools play a pivotal role, enabling efficient processing of vast datasets and uncovering hidden patterns.
2-Innovative participatory methods, like online communities and social listening, enhance real-time engagement, capturing authentic consumer experiences.
3-Mobile ethnography and user-generated content analysis provide valuable insights by observing and analysing consumer behaviour in their natural environments.
Qual360: Big Qual – How are you tackling the challenge of big data to ensure new qualitative insights?
Nathalie: Tackling the challenge of big data in qualitative research involves a strategic integration of advanced analytics and technology. By leveraging cutting-edge tools such as AI and machine learning, we can efficiently process large datasets, extract meaningful patterns, and uncover valuable qualitative insights. Additionally, adopting innovative qualitative research methodologies, including social listening and sentiment analysis, enables us to distill key information from the vast sea of data. This approach ensures that we not only navigate the challenges of big data but also derive actionable and nuanced qualitative insights, contributing to a more comprehensive understanding of consumer behavior in today’s dynamic landscape.”
Qual360: Apart from work, what should delegates talk to you about at Qual360 Europe– do you have any particular personal interests, hobbies or extracurricular activities and engagements?
Nathalie: Beyond work, I love traveling, exploring different cultures, and staying active with running, walking, and skiing. I find balance through yoga and meditation, and I have a unique hobby of winter swimming in Lake Geneva. I’m also passionate about cooking and discovering new recipes and I especially love exploring and testing new specialty coffees. Looking forward to connecting with delegates who share these interests at the conference!
Join Qual360 2024 in Berlin on February 22&23! Tickets are available at https://eu.qual360.com/
