by Nestlé Insights Expert on Transforming Qualitative Insights into Business Impact
Group Lead Insights & Strategy,
Nestle
With over 15 years of experience in the consumer insights field spanning multiple geographies, Dhisana has a wealth of expertise across various research areas. She excels in utilizing data to drive strategy development, foster innovation and enhance brand-building efforts for many global brands across both commercial and R&D functions. Her passion lies in the art of storytelling, skillfully weaving together information from various data sources to uncover meaningful insights and connect the dots.
QUAL360: Without giving too much away – what is the core message of your talk and what would you like delegates to remember?
Dhisana: In today’s world, we must cut through the clutter of qualitative data as we navigate large volumes of conversations to extract and convey meaningful insights to drive actionability for businesses. There is a need to shift away from methodologies to storytelling.
QUAL360: What motivates you to join the Qual360 Europe conference and what are your expectations?
Dhisana: I’m eager to learn from other client-side delegates on how qual research is leveraged to grow brands, the challenges they face and to just be inspired with fresh ways to tackle business questions.
QUAL360: What is the place of qualitative market research today, and where do you see the industry heading?
Dhisana: Qualitative research in my view is timeless, it will stay relevant in the insights industry for years to come. With the mushrooming growth of AI solutions, it’s evident we will be able to effectively leverage both quant and qual insights from single source studies in the future.
QUAL360: Tell us one qualitative research stereotype you´d like to reinforce, and one stereotype that you´d like to overcome?
Dhisana: The one I would like to reinforce is to remember that leveraging qual in tandem with other methodologies ie. Quant, social listening will almost always enhance the learnings from my experience, so don’t be too quick to dismiss qual when quant seems like the clear-cut solution. The one I would like to overcome is to break this cliché association of qual research with “focus groups” as there is so much more to qual than that in this day and age.
QUAL360: How are you responding to the availability of big data and the proliferation of AI tools when managing your qualitative consumer research?
Dhisana: I’m a firm believer in learning from doing hence I’m always open to pilot new approaches, particularly AI tools. More than buzzwords, I’m looking for the USP of these AI tools, the end outcome is more critical to me than how we get there.
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?
Dhisana: I enjoy travelling as I find it to be the most effective way to unplug from work, I’ve visited 33 countries so far and I’m looking to increase that number in the years to come. Other than that, I practice pilates regularly, it’s changed my life as the benefits I reap go well beyond physical ones.
QUAL360: Favourite recommendations to make to industry colleagues for inspiration, innovation, guidance and leadership:
Dhisana:
- Must read – Book: Thinking, Fast & Slow by Daniel Kahneman
- Working mode or inspiring song recommendation – Song: Aerosmith – Dream On
Curious to dive deeper into qualitative storytelling with Dhisana Devi in person? 🌟 Join us at QUAL360 EU in Berlin and catch her live session! 🎤 Don’t miss the chance to exchange ideas during networking breaks and connect with industry leaders. 📍 Berlin, January 29-30, 2025
QUAL360 Europe brings together, once again, a unique mix of research professionals in a global conference series dedicated exclusively to qualitative market research in 2025. This year, we’re once again gathering leading industry minds, including decision-makers from Lego Group, Capital.com, Nestlé, Philips, Booking.com, PepsiCo, BBC, and more!
The regular pass rate expires on December 31st — hurry and secure your spot today!
