by DSM-Firmenich on Human-Centered Qualitative Research That Shapes Decisions
At Qual360 North America, the world’s leading voices in qualitative research share how they turn observations into actionable business impact. In this edition, we spoke with Sofia Cristina Vazquez-Barrios, Director of Consumer Insights North America at DSM-Firmenich, who emphasizes the human element as the cornerstone of actionable insights.
QUAL360: What motivates you to join the Qual360 North America conference, and what are your expectations?
Sofia: I am excited to network and learn from others. I’m interested in understanding how they see the value of qualitative data, along with best practices that can drive influence and impact stakeholder decisions. I hope to walk away from the conference inspired by new ways of thinking.
QUAL360: How are you effectively landing qualitative insights in the business decision-making ecosystem?
Sofia:
Our industry thrives on emotional connection and sensory insights—requiring more than just what’s on paper or a number to provide true RTB.
The Qual gives us a clear consumer voice that can also bring out the nuances needed to really drive connection to our products.
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?
Sofia:
A researcher has to be a jack of all trades— psychiatrist, anthropologist, businessman/woman, but above all, they have to consistently remind themselves of the human element and provide empathy to design, engage, and dig deeper.
That empathetic element gets lost sometimes—and returning to it is a ”skill” to continue flexing. The researcher also needs to seek the opportunities to apply RISK for something unique—an a-ha that perhaps hasn’t been discovered yet. Knowing when to apply that is an acquired skill that balances the business acumen/need with creative solutions.
QUAL360: How are you responding to the availability of big data and the proliferation of AI tools when managing your qualitative consumer research?
Sofia: Availability of big data is a great support source, but the “meat” comes from the work itself- especially in my niche business.
AI has been extremely useful in organizing thought processes and simplifying certain methods, but the human piece always needs to touch this.
AI isn’t the solution; it’s an assist in the process of uncovering the insights.
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?
Sofia: I’m an avid Formula1fanatic—having attended 4 races & planning my next. Also, I am a social dancer—taking lessons in salsa, bachata & tango. Finally, I take lessons in Italian (my third language)!
Favourite recommendations to make to industry colleagues for inspiration, innovation, guidance and leadership:
In your ears – Podcast: On Purpose with Jay Shetty
Must read – Book: Lead Like Lasso by Marnie Stockman & Nick Coniglio
Working mode or inspiring song recommendation – Song: “Soldi” by Mahmood; “Baile Inolvidable” by Bad Bunny
QUAL360: Thank you so much, Sofia. We look forward to hearing more from you at the event.
The 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!
