by The Future of Qualitative Research From Booking.com: AI and Qualitative Breakthroughs
Interview with Qual360 EU speaker- Omar Calls Alvarez, Senior UX Researcher at Booking.com
Senior UX Researcher, AI Trip Planner Team,
Booking.com
Omar is a Senior UX Researcher at Booking.com, leading research for the AI Trip Planner team. Hailing from Mexico, he brings a wealth of experience from diverse industries, including fintech at Nubank and music streaming at SoundCloud, where he has worked across markets in the US, Latin America, and Europe.
With a global perspective on understanding varied user contexts, Omar is passionate about technology, design, and innovation. He is particularly driven by the transformative potential of AI to revolutionize user experiences and reshape the future of research. His work reflects a relentless curiosity and a commitment to exploring new possibilities in the evolving landscape of UX and AI.
QUAL360: Without giving too much away – what is the core message of your talk and what would you like delegates to remember?
Omar: The heart of my talk is about sharing what AI has taught me about research—trust me, it’s been quite a ride. It’s not just about having all the answers; it’s about the process of learning, the challenges, and the unexpected moments that shape our journey. I want people to walk away understanding that AI is still new for research, and we’re all in the early stages of discovering its potential. I want delegates to feel excited about the possibilities, knowing that embracing the unknown is where innovation really happens. It’s the beginning of something much bigger.
QUAL360: What motivates you to join the #Qual360 Europe conference and what are your expectations?
Omar: Honestly, I’m joining because I’m genuinely curious to learn from other researchers who are figuring out the same things I am. AI and qualitative research are uncharted waters for many of us, and I can’t wait to swap stories with people who are navigating this evolving space. My expectation is simple: I want to walk away with more questions than I arrived with. A good conference, for me, is one that sparks curiosity, where we push each other to think differently and challenge what we know. I’m looking forward to connecting, learning, and being inspired by fresh ideas.
QUAL360: What is the place of qualitative market research today, and where do you see the industry heading?
Omar: In today’s world, where we’re absolutely drowning in data, qualitative research feels more vital than ever. Big data can tell us what’s happening, but it’s qualitative insights that reveal why things are happening—those messy, emotional, human truths that numbers alone can’t capture. The future of qualitative research? I see it moving towards more creative, visually-driven ways of presenting findings—using videos, storytelling, and interactive formats to make insights more engaging. We’re leaving behind old-school reports in favor of dynamic storytelling that makes people stop and pay attention. This evolution makes research more impactful and accessible for everyone.
QUAL360: Tell us one qualitative research stereotype you´d like to reinforce, and one stereotype that you´d like to overcome?
Omar:
- Reinforce: I think we should embrace the idea that qualitative research uncovers deep, human truths. It’s about finding stories, emotions, and real connections behind data points. That’s where the magic happens.
- Overcome: I’d love to overcome the stereotype that qualitative research is “soft” or lacks rigor. Done thoughtfully, it’s a methodical, detailed process that leads to insights just as valid and valuable as any quantitative data. It’s not about choosing one over the other—it’s about combining both to drive real change and understanding.
QUAL360: How are you responding to the availability of big data and the proliferation of AI tools when managing your qualitative consumer research?
Big data and AI open up so many exciting possibilities, but here’s the thing: they don’t replace what makes qualitative research special. AI can spot patterns, but it can’t provide empathy, context, or a deeper understanding of human behavior. That’s where qualitative research shines. For me, it’s about using these tools to support the work, not dominate it. I’m constantly exploring how AI can help amplify what we do, but I always keep the human touch at the heart of it. AI helps with the what, but we’re still responsible for understanding the why.
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?
Oh, where to start? I’m obsessed with design, football, tech, and food—so definitely hit me up about those. But also, I love watching really well-made content on YouTube that dives into design, tech, and other complex topics in a visually stunning way. I get so much inspiration from creators like Cleo Abram, Johnny Harris, Marques Brownlee, and channels like Vox. These creators have this amazing ability to break down complex ideas into something that’s easy to digest, all while making it visually compelling. It’s content that makes you think and leaves you inspired—and I’m all about that.
QUAL360: Favourite recommendations to make to industry colleagues for inspiration, innovation, guidance and leadership:
- In your ears – Podcast: Colin & Samir – Since I love watching amazing content creators, this podcast is perfect because these two guys bring in people I really look up to—like Cleo Abram, Mr. Beast, Mark Rober, and even the CEO of Instagram. I love how they explore the how behind their process, and that’s what keeps me coming back.
- Must read – Book: Okay, so here’s the thing—I’m not a big book reader. If you want recommendations, ask me about YouTube instead! But if I have to give an answer, I’d say “Visualizing Complexity: Modular Information Design Handbook“ from Superdot Studio. I just discovered it recently, and it blew my mind. I’ve always tried to make research insights easy to understand and share, and this book does an amazing job giving you great alternatives for presenting complex information.
- Working mode or inspiring song recommendation – Song: “The Boss” by Diana Ross – I heard it at a DJ set by The Shapeshifters on a boat party in Croatia last summer, and it’s been on repeat ever since. It has the perfect energy to get me in the zone.
QUAL360: Thank you sp much, Omar! We look forward to seeing you at the QUAL360 in Berlin!
Don’t Miss QUAL360 EU – Join the Leading Minds in Qualitative Research!
Join us and Omar from Booking.com as he shares groundbreaking insights into the intersection of AI and qualitative research. Gain fresh perspectives from Omar’s global experience and discover how AI is transforming the way we understand user behavior. Connect with some of the brightest minds in the industry! During our interactive networking breaks, you’ll have the chance to engage directly with experts from market giants like LEGO Group, Capital.com, JPMorgan Chase, PepsiCo, and many more. Explore the full agenda here and get ready for an unforgettable experience!
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