by Inside Volkswagen’s Approach to Modern Consumer Insight
QUAL360: Without giving too much away – what is the core message of your talk and what would you like delegates to remember?
Priyanka: The digital environment is constantly evolving, users spend more time, use it to connect with people, and they look for more information online than ever before. Brands, on the other hand, are finding it harder to reach out to the right customer with the right message in this increasingly crowded and competitive digital ecosystem. How AI can bridge this gap will be the core message of our talk.
Nina: We see that AI is reshaping how consumers make choices, often even without direct interaction with brands. This shift challenges traditional engagement models in the digital automotive industry and requires new approaches to understand consumer behaviour. We will showcase this.
QUAL360: What motivates you to join the Qual360 Europe conference and what are your expectations?
Priyanka: I look forward to hearing how brands are harnessing the power of AI in digital marketing and analytics.
Nina: Networking, Knowledge transfer, great learning opportunity.
QUAL360: How are you effectively landing qualitative insights in the business decision-making ecosystem?
Priyanka: The source of qualitative insights is through interviews, focus groups and UX research. For digital media and websites, we mostly derive insights from quantitative data.
Nina: We drive change with data, narrative and visuals. The goal is to provide inspiring information that moves people to action. I experienced that effective communication turns insights into actions. The insights need to be very well prepared, though. The skill of Data storytelling is a must.
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?
Priyanka: I think cross-functional knowledge is very important for a researcher. How different departments and business units function, how different the goals and perspectives are and also it is important to contextualise the data, humanise the insights, these are unique capabilities of an expert qualitative researcher.
Nina:
- AI-assisted analysis: Researchers who can integrate AI into their workflow will be more efficient and able to handle larger, more complex datasets while maintaining quality.
- Mixed-methods integration & data visualization: Being able to integrate qualitative findings with quantitative data and present them visually (e.g., dashboards, infographics) makes research more actionable and persuasive.
Knowledge and the usage of visualization tools help communicate complex narratives clearly to non-research audiences, too.
QUAL360: How are you responding to the availability of big data and the proliferation of AI tools when managing your qualitative consumer research?
Priyanka: Honestly, it is difficult, as the volume of data is constantly increasing.
Nina: I am leveraging AI for efficiency, not interpretation. AI tools can automate transcription, initial coding, and sentiment analysis, freeing up time for deeper interpretation. I am using AI for repetitive tasks, but I maintain human oversight for
nuanced interpretation. This is very important. AI can suggest themes, but I, as a researcher, am validating and contextualising them in the end.
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?
Priyanka: I am an aspiring author. I like to read fiction. I also love travelling, and good music is also very calming for me.
Favourite recommendations to make to industry colleagues for inspiration, innovation, guidance and leadership:
- In your ears – Podcast: Joe Regen
- Must read – Book: Ikigai
- Working mode or inspiring song recommendation – Song: here I am this is me –Bryan Adams
Nina: I am 100% a car enthusiast. If I am not working, you can find me on the tennis court. I am very passionate about tennis. Happy to hear about any international travel stories and recommendations. I love to travel the world, meeting new people and new cultures.
Favourite recommendations to make to industry colleagues for inspiration, innovation, guidance and leadership:
- In your ears – Podcast: MY DATA IS BETTER THAN YOURS – Jonas Rashedi
- Must read – Book: Factfulness – Hans Rosling
- Working mode or inspiring song recommendation – Song: Astronomia by Vicetone
QUAL360: Thank you so much, Priyanka and Nina! We look forward to hearing more from you at the event.
🚨Last Chance to Join Qual360 Europe 2026. January 28-29 | 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!
