by From Data to Human Stories: How Play is Revolutionizing Qualitative Research
A Qual360 NA Speaker Interview with Tasja Kirkwood, VP of Global Consumer Insights at Mattel
Tasja joined Mattel as VP of Global Consumer Insights in 2021, bringing a passion for innovation, qualitative research, and storytelling. She leads a global team of explorers dedicated to understanding consumer behavior, preferences, and trends, translating insights into thoughtful strategies and inclusive design. A skilled leader in qualitative research, Tasja uncovers the deep stories behind the data, believing that the most powerful stories are authentic, empower others, and move us beyond logic. By fostering creativity, purpose, and PLAY, she always aims to inspire collaboration and build meaningful connections that shape impactful, joyful experiences for consumers worldwide.
QUAL360: Without giving too much away – what is the core message of your talk and what would you like delegates to remember?
Tasja: “A Playful Path Forward” hinges on the idea that play is not just an activity—it’s a strategic framework that can unlock deeper consumer insights, fuel creativity, and drive innovation in qualitative research.
At its heart, I want everyone to walk away with three key ideas:
- Play isn’t frivolous—it’s a powerful way to decode human behavior.
- Qualitative research must evolve, but its heart—human connection—remains essential.
- When we approach insights with a sense of play, we unlock unexpected, transformative ideas.
QUAL360: What motivates you to join the Qual360 North America conference and what are your expectations?
Tasja: I’m excited to join Qual360 because qualitative research is at a turning point, and I want to challenge how we think about it—specifically through the lens of play as a tool for deeper insights and innovation. This conference is a chance to connect with like-minded researchers, share ideas, and push the boundaries of what qual can do. I’m looking forward to an engaging, thought-provoking audience, great conversations, and most importantly, takeaways that spark real action.
QUAL360: What is the place of qualitative market research today, and where do you see the industry heading?
Tasja: Qual is more important than ever. With AI dominating the conversation, there’s pressure to move faster and quantify everything—but the human stories, emotions, and context that qual captures can’t be replaced. I don’t’ believe the future is about competing with technology; it’s about using it to enhance what we do best—deep, human-centered insight. As the industry evolves, the key will be balancing innovation with the power of storytelling and real consumer connection.
QUAL360: As the research landscape evolves, as does the role of the researcher, what are two new skills qualitative researchers should be adding to their arsenal and why?
Tasja: In a world where we may want to slow down, our industry pushes us to evolve just as fast as the world around us. As a researcher in toys, kids, and play in general, I see how young consumers engage and make choices in new, fast-moving ways. In my opinion, digital and immersive qual methods are key—meeting consumers where they are (mobile ethnos?, TikTok deep dives?).
But just as important is going back to the basics of behavioral science—in my experience, kids don’t always say what they mean, and parents don’t always recognize what drives their decisions. Understanding cognitive biases, emotional triggers, and play patterns helps us get to the truth behind their choices. What nuances does your industry provide to help unlock deeper insights?
The future of qual isn’t just about asking better questions—it’s about observing, decoding, and truly understanding behavior in smarter ways.
QUAL360: How are you responding to the availability of big data and the proliferation of AI tools when managing your qualitative consumer research?
Tasja: I see it simply as tool that can help us move faster, but my hope is it never replaces the depth and nuance that make qual so powerful. My philosophy — use it to enhance your work, or reduce analysis time—don’t let it take the lead. For instance, AI might tell us that kids are talking about a toy online, but it’s up to us to uncover why they love it, how they play with it, and what that means for future innovation. At the end of the day, our superpower is in interpreting human behavior, telling compelling stories, and turning insights into real impact, and there is irreplaceable value in that.
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?
Tasja: I’m a big sports fan—baseball and football are always on my radar. I’ve also dabbled in improv and stand-up (to the smallest of audiences), but I love the rush of getting up there and trying to make people laugh. I guess that’s my shape of play! Also, as a Howard alum, I’m excited to be back ‘home’ for this conference.
Favourite recommendations to make to industry colleagues for inspiration, innovation, guidance and leadership:
- In your ears – Podcast: SmartLess
- Must read – Book: “Good is the New Cool”
QUAL360: Thank you so much Tasja! We look forward to welcoming you to the event!
🚨 Final Call! Ticket sales for QUAL360 NA are closing soon! ⏳
Join us in Washington D.C. on March 12-13 25, to connect with leading industry professionals and explore how qualitative research is shaping the future. Don’t miss out on Tasja’s session and networking opportunities with leading brands like Colgate-Palmolive, Reddit, Meta, Amazon, TikTok, Samsung, Nike and more.
🔗 Secure your spot here. The regular pricing ends on February 14th – secure your spot now before prices increase!
