AI Meets Human Insight: Qualitative Research at Honda R&D

AI Meets Human Insight: Qualitative Research at Honda R&D

Kristen Fernandez Medina, Behavioural Science Lead at Honda R&D Europe, drives innovation by turning human behaviour and psychology into actionable insights for cutting-edge products and technologies.

QUAL360: Without giving too much away – what is the core message of your talk and what would you like delegates to remember?

Kristen: As AI reshapes customer research, authenticity becomes a core challenge for organisations. Solutions need to be designed for real people, as such, we need to maintain the integrity of participants, data, and evidence while using AI intentionally and strategically. AI should strengthen human insight and psychological theory, not reduce the behavioral and social sciences to a prompt-driven shortcut.

QUAL360: What motivates you to join the Qual360 Europe conference, and what are your expectations?

Kristen: Qualitative research is often overlooked and undervalued. However, it plays a core role in our understanding of more experimental and developing areas, as well as providing less structured opportunities for people to engage in conversation with organisations and others. Conversations are an essential part of socialisation, as such organisations should and can harness the benefits of this type of research.

I hope to engage with other insights research leaders to share challenges and ‘wins’, and continue to develop networks of experts across fields.

QUAL360: How are you effectively landing qualitative insights in the business decision-making ecosystem?

Kristen: Framing is essential. Qualitative research is an important tool in our insights arsenal. Beyond ‘the voice of the customer’, it enables us to explore blind spots and, with the right methods, gain a better understanding of the customer’s perception of their experience. Perception is often as strong a motivator as reality – understanding both these facets of the customer experience enables development of technologies with insight and purpose.

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? 

Kristen:

• Thinking ahead – being able to pre-empt how qualitative research and outcomes will provide impactful messages to organisations and enable progress.
• Curiosity – AI tools can be an asset, remaining too strict or fundamentalist about traditional approaches will hamper progress (and we’ll be left behind!).

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?

Kristen: I enjoy meeting new people with a range of interests. I look forward to meeting a new community of Insights leaders.

Favourite recommendations to make to industry colleagues for inspiration, innovation, guidance and leadership:

• Must-read – Book: El Alquimista by Paulo Coelho

• Working mode / inspiring music – Song: Anything by Enya (great for concentration)

QUAL360: Thank you so much, Kristen. We look forward to hearing more from you at the event.

 Global Reach – Local Flavour: Qual360 Europe | January 28-28, 2026 | Berlin, Germany

Join the world’s leading qualitative researchers — from international brands, leading agencies, and independent industry experts— at Qual360 Europe 2026.

Qual360 is all about networking, learning and creating new opportunities. We will discuss innovative research approaches, learn about the latest methodologies and how to leverage new types of insight.

Connect with senior qualitative professionals from Sony Pictures Entertainment, Google, Bayer, Danone Research, Condé Nast, Mast-Jägermeister, REWE, Imperial Brands, Volkswagen Group, Sky, Hisense, and more — and learn from those shaping the future of qualitative research.

 Last chance to secure your ticket — register now!