by Evolving Qualitative Research: Human-Centered Insights, Agile Methods & AI Integration
Ahead of the annual gathering of qualitative research professionals at QUAL360 APAC in Singapore, we’re excited to bring you an exclusive expert interview featuring fresh perspectives and forward-looking insights. In this edition, we speak with Celine Paraonda, Regional CIMR Director – Asia at Takasago International, about the evolving role of qualitative research, how it drives meaningful change within organizations, and what she’ll be sharing at this year’s conference.
QUAL360: What motivates you to join the QUAL360 APAC conference, and what is the core message of your talk?
Celine: Attending a qualitative research conference such as QUAL360 offers valuable insights into diverse qualitative methodologies, emerging trends, and best practices. It provides opportunities to engage with experts, share experiences, and deepen understanding of how to effectively collect and analyse qualitative data. Additionally, such conferences foster networking and collaboration within the research community, enhancing both academic and practical perspectives. The core message of my talk/panel discussion would centre on capitalizing and leveraging external agency expertise to support our core and unique industry needs.
QUAL360: How has this impacted your own work and your organisation?
Celine: Qualitative research provides organizations with deep insights into employee experiences, customer behaviours, and organizational culture that quantitative data alone cannot capture. By understanding the “why” behind actions and decisions, organizations can make more informed, empathetic, and effective strategies. This leads to improved communication, better decision-making, enhanced innovation, and stronger alignment with stakeholder needs—ultimately driving positive change and organizational growth.
QUAL360: How has qualitative research as a practice evolved in the last couple of years, and how would you like to see it evolve in the next few?
Celine: Qualitative research has evolved significantly, shifting from primarily relying on in-person methods like in depth interviews and focus groups to incorporating digital tools and approaches.
This includes online interviews, virtual focus groups, digital ethnography, and the use of technology for data collection and analysis.
The rise of mobile ethnography and asynchronous online qualitative research methods has also broadened the scope.
I hope it would evolve by the continuous leveraging of social media and other online platforms to observe behaviours, conversations, and interactions as they naturally occur, providing valuable insights.
The integration of generative AI tools should continue to transform qualitative research by assisting in fast data analysis and generating meaningful insights.
QUAL360: Given this evolution, what are two expected and two less obvious skills qual researchers should possess, and why?
Celine: 2 expected skills should be: (1) keen observation (and strong interviewing skills for those who know the local language) and (2) data analysis and interpretation. For these two must have skills, it is not only about gathering meaningful and rich data, but they should be able to code/decode, categorize and interpret to uncover patterns and insights.
The 2 less obvious skills are (1) emotional intelligence and empathy. The ability to connect with participants on a human level helps build trust and encourages honest, open sharing. And (2) adaptability and flexibility. Qualitative research often involves navigating unpredictable situations and evolving research questions, so being adaptable is crucial as well as not making immediate assumptions (especially for those who do this kind of day in and day out).
QUAL360: Apart from work, what can delegates at the event talk to you about? Do you have any particular personal interests, hobbies or extracurricular activities and engagements?
Celine: My personal interests lie outside of work (travel, baking, reading, investing or financial planning).
QUAL360: Last but not least, we are publishing “reading/listening guides” on our blog (https://merlien.com/the-ux-research-reading-and-podcast-list-2025/), can you share your favourite recommendations for inspiration, learning and leadership:
Celine: In your ears – Podcast: I have mixed favourites– Diary of a CEO, Mel Robbins, Adam Grant. TED talk is a great resource as well.
Must read – Book/Blog: my interests are varied when it comes to books, so I read both fiction and non-fiction. But most of my interests revolves around suspense, thriller and investigative. For example, the book series from Richard Osman (Thursday Murder Club) or just finished a book from a first-time published author, Susan Dent’s Guilty by Definition. Right now, I am currently reading Gabor Mate’s When the Body Says No and Bene Brown’s, the Gift of Imperfection. For blogs, I subscribe to House Call with Kate Arrends (designing rooms & houses) and Gretchen Rubin (author of the Happiness Project) plus a few baking blogs 😊
QUAL360: Thank you so much, Celine! We look forward to hearing more from you at QUAL360 APAC!
Join the World’s Leading Qualitative Research Conference – QUAL360 APAC Summit
Qual360 is the only global conference series dedicated to qualitative market research. With its 17+ Years of Driving Innovation in Qualitative Research, it is a unique event catering to a strong global community of dedicated “Quallies”. Our strength lies in bringing together a unique mix of research professionals from international brands, leading agencies and independent industry experts.
Join us on October 14–15, 2025, in Singapore for the latest methodologies, groundbreaking case studies, and exceptional networking opportunities. Secure your early-bird ticket now and save $400!
