Global Reach – Local Flavour
Qual360 is the only global conference series dedicated to qualitative market research. With its 17-year history (since 2008), Qual360 is a unique event catering to a strong global community of dedicated “Quallies”. Our strength lies in bringing together a unique mix of research professionals from international brands, leading agencies, and independent industry experts.
Qual360 is all about networking, learning and creating new opportunities. Industry leaders join to discuss innovative research approaches, learn about the latest methodologies and how to leverage new types of insight. Each conference agenda is steered by an independent advisory board that reviews all speaking proposals, ensuring the highest possible quality.
View replays from QUAL360 EU 2025
Hear from innovative thinkers – keynotes, panels, roundtables, and interactive discussions.
Network with senior decision makers from the market research and consumer insights industry at Qual360.
Find strategic partners and discover the latest tools and technologies to power your business.
RESEARCH CRIMES WORTH COMMITTING: WHEN “GOOD ENOUGH” RESEARCH WINS
- Deciding when lightweight or unconventional qualitative enquiry is more responsible than allowing important product decisions to proceed without direct user perspectives.
- Applying a risk-based framework to assess what could go wrong, what contextual understanding teams might miss without speaking to users and what constitutes sufficient evidence for the decision.
- Learning from BBC cases involving research enablement for non-researchers, small purposive samples and proactive exploratory research conducted before a clear brief exists.
- Balancing speed, depth and essential research safeguards so teams can make informed decisions while being clear about what the evidence can, and cannot, support.
THE WORLD OF AND: WHY THE FUTURE BELONGS TO THOSE WHO STOP FORCING PEOPLE TO CHOOSE
- Moving beyond either/or thinking as consumers increasingly expect seemingly contradictory benefits at the same time, healthy and indulgent, convenient and authentic, human and AI.
- Treating contradiction as a source of insight rather than noise, uncovering the tensions that reveal unmet needs and new spaces for innovation.
- Using the AND Map to turn competing desires into human truth, identifying meaningful combinations that create possibilities beyond the choices consumers already have.
- Reframing the future of research as Human AND AI, defining the uniquely human role in interpreting complexity, making sense of contradiction and translating it into opportunity.
ONE QUAL JOURNEY DOESN’T FIT EVERYONE: HOW LEGO ADAPTS RESEARCH ACROSS PEOPLE, MARKETS AND METHODS
- Adapting the qualitative journey across markets and audiences, including the different research challenges involved in understanding children and adults
- Using ethnography and direct observation when behaviour, context or research constraints mean other signals cannot provide the full picture
- Understanding when the say-do gap changes by audience rather than assuming the same research problem applies to every consumer
- Using persona bots to refine ideas and narrow concepts before returning to real people for the human evidence needed to move forward
FAST SCORES NEED HUMAN CONTEXT: BUILDING LIVING DIGITAL TWINS FOR INNOVATION AT PEPSICO
- Starting with a new consumer behaviour opportunity that rapid consumer testing could identify, but deeper human understanding enables better decision making
- Combining always on qualitative research tools like digital ethnography, video diaries across brands and markets to capture the latent motivations, emerging shape of occasions and behaviours behind the numbers
- Building accretive learning digital twins that continue to learn from fresh human evidence rather than becoming static representations of the consumer
- Testing whether this additional human context improves innovation decisions, from identifying emerging occasions to judging brand stretch and strengthening concept evaluation
LIVE AND LEARN: HOW HUMAN INSIGHT AND AI SHAPED EBAY LIVE
- Grounding the eBay Live proposition in qualitative research with real customers to sharpen the opportunity and establish the human truth behind the creative direction
- Using AI between research rounds to pressure-test and iterate early creative ideas faster, while keeping human evidence as the standard for decision-making
- Returning to qual at key validation points to uncover the emotion and meaning behind people’s reactions, not just which creative version performed best
- Building a repeatable human–AI workflow for creative development: using automation to accelerate iteration while qualitative judgement protects relevance, emotion and brand distinctiveness
