by QUAL360 APAC 2024 – Transforming Qualitative Research with AI, Empathy, and Creativity
This November, Singapore hosted QUAL360 APAC 2024, an extraordinary gathering of qualitative researchers, thought leaders, and innovators eager to explore the future of qualitative insights. With attendees from across Asia-Pacific, the event was a celebration of innovation, human-centric methodologies, and the evolving role of AI in research.
Drawing insights from panels, presentations, and dynamic discussions, this article highlights key takeaways from the conference, featuring perspectives from speakers such as Percival (Val) Pastrana-Consumer Science AMEA/Global Lead (Director) at Sanofi; Ester Marchetti– Co-Founder at Bolt Insights; and Rara Naval, Human Insights Director for ASEAN and South Pacific at The Coca-Cola Company.
AI in Qualitative Research: Enhancing, Not Replacing
AI took centre stage at the conference, sparking conversations about its transformative potential in qualitative research. Percival (Val) Pastrana shared how AI tools are becoming indispensable for uncovering richer, faster, and scalable insights. While the human element remains irreplaceable, AI offers opportunities to overcome challenges like scalability and complexity.
Ester Marchetti echoed these sentiments, noting how AI enables qualitative researchers to address subjectivity and enhance depth without sacrificing efficiency. As she remarked, “AI can’t replace us, but it can certainly make us better.” Rara Naval emphasized this balance, highlighting the importance of using AI as a complementary tool rather than a substitute for human creativity and empathy.
Reinvigorating Qualitative Methods
One of the recurring themes was the need to make qualitative research more engaging. Rara Naval passionately advocated for revitalizing consumer immersions, drawing inspiration from Gojek’s gamified “Amazing Race” approach. This sentiment was shared by many attendees, who emphasized the importance of creativity and fun in delivering deep human insights.
Val Pastrana introduced the concept of Jobs to Be Done (JTBD) 2.0, a framework focused on viewing consumers as humans, not just data points. By incorporating empathy and context, researchers can unlock more meaningful insights, especially in culturally diverse APAC markets.
Cultural Competence and the Human Element
In an increasingly globalized world, understanding cultural nuances is critical. Ester Marchetti highlighted qualitative research as the “vanguard troops” for fostering cultural competence and decoding consumer behaviors. Sessions on ethnography and emotional analysis underscored the importance of immersing oneself in local contexts to navigate cultural differences effectively.
Attendees were reminded that, even in an AI-driven era, the human element remains central. As Val Pastrana noted, “Our core challenge hasn’t changed: to unlock deeper human truths.” This balance between leveraging technology and maintaining empathy was a defining theme of the conference.
Leveraging Fandom and Co-Creation
The conference also explored innovative approaches to consumer engagement, including leveraging fandom as a cultural and social phenomenon. Rara Naval shared insights from a panel discussion with Martyn U’ren (Spotify) and Pallavi Shah (Meta), highlighting how understanding fandom structures can reshape partnerships and collaborations. By seeing fans as creators rather than just consumers, brands can forge deeper, more meaningful connections.
Co-creation emerged as another pivotal strategy. As Ester Marchetti pointed out, involving consumers directly in the ideation process fosters stronger brand loyalty and accelerates insights that resonate with audiences.
Beyond the Sessions: Building Connections
QUAL360 APAC was not just about presentations; it was a space for building meaningful connections. Val Pastrana reflected on the value of exchanging ideas over coffee and debating methodologies during lunch breaks. The energy of collaboration was palpable, with attendees forming new partnerships and gaining fresh perspectives.
Next Stop: QUAL360 EU 2025
The journey continues as we head to Berlin for QUAL360 EU 2025 on 29-30 January 2025. Join us to explore how qualitative research is evolving in Europe and globally, with sessions on storytelling and human connection, cultural competence and diversity, and integration of technology. Don’t miss the chance to connect with research leaders from companies like Lego Group, Capital.com, Nestle, Philips, Pepsico and many more. Book your ticket today– don’t miss out!
Secure your spot today and be part of the global conversation shaping the future of qualitative research!
