Qual360 APAC 2025 – A Social Media Review

Qual Research Reimagined: Where Human Stories Meet AI Innovation

Singapore once again brought together Asia’s most forward-thinking qualitative researchers at Qual360 APAC 2025, uniting leaders from BRI, Samsung Electronics, Standard Chartered, Cathay Pacific, Yara International, Great Eastern, and many more. Across two energetic days, one idea defined the event: “AI is accelerating research—but human empathy is still what gives it meaning”. 

This year’s event was not only shaped by rich discussions—it was brought to life visually through a beautifully crafted highlight video by Ankesh Saxena of The Collaborative Canvas. Featuring attendee interviews and candid moments from the conference floor, the video captures the excitement, inspiration, and sense of community that defined the gathering.

Building on this momentum, we’ve curated the core themes and insights echoed throughout the sessions—and across social media—to paint a clear picture of what defined Qual360 APAC 2025.

1. AI With Empathy — The Theme Nobody Could Ignore

Unsurprisingly, AI dominated many of the discussions, but the tone was noticeably more mature than in previous years. Instead of asking whether AI belongs in qualitative research, speakers and attendees focused on how to integrate it without losing the human depth that defines the discipline.

Debayan Mukherjee (Samsung Electronics) opened the conversation with a perspective that resonated across social media:

AI with empathy.

He showcased how AI-moderated interviews, synthetic personas, and rapid pattern synthesis are expanding what researchers can do—while emphasizing that interpretation, cultural nuance, and emotional insight remain distinctly human strengths.

Cindy Liew (Standard Chartered) echoed this balance:

“Quality in, quality out. Prompting is the new research skill—but compassion and courage still guide the work.”

By the end of Day 1, one message was clear:

AI isn’t replacing researchers; it’s reshaping how they work, and making judgment, context, and craft more important than ever.

2. Storytelling & Boardroom Influence — Insights That Travel Further

Another thread woven throughout the conference was the growing expectation for researchers to influence business decisions, not just deliver findings. This came through strongly during a well-attended panel featuring Melin Ayundai (BRI), Yashan Cama, Debayan Mukherjee (Samsung) and Ernest Hui (Cathay Pacific), moderated by Dinesh R. (Dua Kelinci).

Social media buzz reflected several recurring insights from the discussion: researchers need to translate findings into the language of the business, demonstrate clear ROI to secure internal buy-in, and embrace cross-functional collaboration as an essential part of their role.

Melin introduced the Indonesian principle of gotong royong—working together toward a shared goal—which perfectly captured the evolving dynamics of research teams today.

The takeaway was clear: influence is earned not just through strong insights, but through collaboration, timing, and strategic storytelling.

3. Gen MZ & AI Search Behavior — Two Generations, Two Worlds

Shifts in consumer behaviour were another major focus at the conference, especially as AI becomes a default starting point for information search. Nina Pascual (FrieslandCampina) and Ester Marchetti (Bolt Insight) shared new research comparing how different generations navigate AI-powered queries.

Their findings showed clear contrasts:

• Gen Z moves fast and places strong trust in AI-generated answers

• Millennials use AI just as often but take extra steps to validate information

These differences carry real weight for brands redesigning discovery and conversion in an AI-shaped world. Samsung’s keynote echoed this, emphasising that even the most advanced tools must be anchored in real human journeys.

4. UX, CX & Research Converge — The Magic in the Middle

Reflecting on a career crossing UX, CX, analytics, design thinking, and transformation, Ryan Han Zhengguang (Yara International) reminded everyone:

“The uncomfortable spaces between disciplines are where impact happens.”

His guiding principles landed well with the crowd:

• Set quality standards before mixing methods

• Embrace tensions between qual and quant

• Scale without losing depth

Many agreed that the future researcher isn’t a specialist—they’re a connector, moving fluidly between disciplines and languages.

5. Smart Listening & Cultural Context — The Human Core of Qual

While much of the conversation centered on new tools, several speakers brought the focus back to what makes qualitative research uniquely powerful: context, culture, and empathy.

Delphine Tanianingrum (BRI) highlighted the realities of using AI in rural and underserved communities—where access, trust, and cultural nuance can significantly shift how insights are gathered. Her reminder was clear: technology only works when it respects the lived experiences of the people it aims to understand.

Rais F. (Dua Kelinci) introduced his Smart Listening Framework, blending AI capabilities with human interpretation. One line from his talk echoed widely online:

“Big data means nothing if we’re deaf to human emotion.”

It was a fitting close to many discussions: AI may expand what’s possible, but empathy still guides the way.

Looking Ahead

This year’s event made many things clear:

✨ The future of qualitative research is hybrid — AI-powered, human-led.
✨ Storytelling and influence are now essential to impact.
✨ Researchers are becoming strategists, translators, and integrators.
✨ Empathy remains the irreplaceable center of our craft.

With two days of insight-rich discussions and meaningful connections, Qual360 APAC 2025 has set a powerful foundation for the next chapter of qualitative research in the region.

It was inspiring to see how many leaders—from airlines to finance to FMCG—share the same goal: to understand people better and design experiences that matter. This shared purpose is what made it such a standout gathering.

Continuing the Conversation at Qual360 NA 2026

Join us at Qual360 North America 2026 on March 11–12 in Washington D.C., USA, to connect with a global community of qualitative research leaders and continue the conversation on qual development. 

We will explore the latest methodologies, innovative approaches, and the future of human-centered insights. To check the newly announced agenda and meet the speakers joining us, head over here.