by Agentic AI in Qualitative Research: Redefining Consumer Trust and Loyalty
At Qual360 North America 2026, we speak with leading minds in qualitative research to capture insights that shape the future of consumer understanding.
In this edition, we feature Michael Nevski, Director of Global Insights at Visa, who guides the integration of qualitative insights into global commerce, blending human empathy with advanced AI-driven analysis to anticipate the next wave of consumer behavior.
QUAL360: Without giving too much away – what is the core message of your talk and what would you like delegates to remember?
Michael: The core message is that Agentic AI is not just a technological evolution, it’s a paradigm shift in consumer empowerment and decision-making.
Delegates should remember that retailers and brands must move beyond personalization toward autonomy, enabling AI to act on behalf of consumers responsibly and transparently.
The takeaway – agentic AI will redefine loyalty, convenience, and trust. Those who embrace it early will lead the next wave of commerce.
QUAL360: What motivates you to join the Qual360 North America conference, and what are your expectations?
Michael:
I’m motivated by the opportunity to connect with thought leaders who are shaping the future of qualitative research.
My expectation is to exchange actionable strategies for integrating qualitative insights into business ecosystems, especially as AI and big data transform consumer behavior.
I want to leave with fresh perspectives on blending human empathy with machine intelligence.
QUAL360: How are you effectively landing qualitative insights in the business decision-making ecosystem?
Michael: By translating insights into business language and measurable impact. I focus on:
- Storytelling with data—turning qualitative findings into compelling narratives tied to KPIs.
- Embedding insights into agile workflows – so decisions are informed in real time.
- Partnering with cross-functional teams – ensuring insights influence product design, marketing, and customer experience strategies.
QUAL360: As the research landscape evolves, so does the role of the researcher. What are two new skills qualitative researchers should be adding to their arsenal, and why?
Michael:
AI literacy – understanding how generative and agentic AI tools work, so researchers can leverage them for synthesis, simulation, and predictive modelling.
Data integration skills – the ability to merge qualitative depth with quantitative scale, creating hybrid insights that resonate with both creative and analytical stakeholders.
QUAL360: How are you responding to the availability of big data and the proliferation of AI tools when managing your qualitative consumer research?
Michael: I’m embracing AI as an augmentation tool, not a replacement. Big data gives us breadth, but qualitative research provides depth. My approach:
Use AI for pattern detection and hypothesis generation.
Validate and humanize those patterns through ethnography, interviews, and contextual inquiry.
Ensure ethical and transparent use of AI, maintaining consumer trust.
QUAL360: Apart from work, what should delegates talk to you about at Qual360 North America– do you have any particular personal interests, hobbies or extracurricular activities and engagements?
Michael: I’m passionate about travel, skiing, table tennis, reading, and culinary experiences – especially exploring how culture influences consumer behavior. I also enjoy mentoring young professionals and discussing future trends in tech and commerce.
Favourite recommendations to make to industry colleagues for inspiration, innovation, guidance and leadership:
- In your ears – Podcast: The AI Element – for understanding how AI intersects with human decision-making.
- Must read – Book: Competing in the Age of AI by Karim Lakhani & Marco Iansiti – a must-read for strategists
- Working mode or inspiring song recommendation – Song: “Eye of the Tiger” by Survivor – for staying motivated and focused.
QUAL360: Thank you so much, Michael. We look forward to hearing more from you at the event.
Leading Qualitative Research Gathering is Just Around the Corner!
📅 Qual360 North America 2026 | March 11–12 | Washington, D.C., USA
Join qualitative leaders from top-tier companies to explore innovative research approaches, discover the latest methodologies, and learn how to leverage new types of insights.
Connect with industry peers and experts—this year’s attendees include qualitative leaders from Mondelez International, Amtrak, Warner Bros. Discovery, Marriott International, Nestlé, Adobe, Amazon, and more. Explore the line-up here.
👉 Register today to lead the way in insights!
