About QUAL360 EU










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.
Featured Speakers

Over 13 years at Sony Pictures, Nick has worked as a source of actionable audience and content insight for the distribution arm of the business – from broad viewership trends to deep dives into Sony’s movies/TV shows and the client brands they license to. Focused on EMEA, work has spanned an era dominated by free, live TV to one with a multitude of on-demand viewing options and has specialised in both mixed methods primary and market/trend analytics. Previously he was at Dunnhumby using shopper loyalty card data to optimise Tesco product ranges, and Marketforce as an analyst fuelling magazine distribution revenues and brand building.

Tamara is Research & Insights Manager at Google, responsible for ensuring marketing organisation keeps the user perspective at the heart of any decision making by leveraging a variety of qual research methods as well as leveraging storytelling to land the insights. Prior to Google, she spent some time working on market intelligence in both the sports industry as well as in retail, primarily using 1P data as well as a variety of qual & quant methods. During her time at Google, she has spent time on both understanding consumer decision making as well as decision making in a professional context to help the marketing organization run programs that deliver tangible benefit to customers.


Isabel Rist is an Insights leader with two decades of experience in OTC/ FMCG, having led digital transformation and insights excellence across brand equity, comms, and innovation. In her current role as EMEA Insights Lead at Bayer Consumer Health, she enables deep consumer understanding and turns data into strategic direction for some of the world's most trusted self-care brands, supporting Bayer's mission to help billions of people live healthier lives. Isabel is passionate about advancing the insights community, sharing best practices, and building capability in new tools and technologies.

Nathalie Boireau, is currently User Experience Director at Danone Nutricia Research for Specialized Nutrition. Nathalie completed her master’s degree in Tours University in Food Behavior Science and Innovation, and obtained her PhD degree in 2001 on research performed in Paris René Diderot University, on Neuroscience and Neurophysiology of olfaction and taste. She joined Danone in 2002 as Sensory and Consumer Insight manager, leading the Behavior research for the Waters and Dairy divisions. In the meantime, she was also Associate Professor in Neurophysiology of human senses in Tours University, France.
She then held various positions in Sensory & Behavior Sciences contributing to various innovation programs in Danone Nutricia Research’s Dairy and Early Life Nutrition divisions. Since September 2019 she is driving innovation through academic and medical partnerships, to serve people’s life through specialized nutrition.


Lisa Payne is the Global Director of UX Research at Condé Nast, leading a global team across London, New York, and Bangalore. She drives innovation across iconic brands such as Vogue, GQ, The New Yorker, Vanity Fair, and Wired, ensuring user insights are at the core of product development. With nearly 20 years of experience in product design, research, strategy, and data analytics, Lisa has played a crucial role in shaping digital experiences at top media brands, including Virgin Media, Discovery Networks, Sky (UK), and Comcast. Outside of work, she’s a mother to three young boys and resides in the London area. Holding a degree in Psychology, Lisa brings together a profound understanding of consumer behaviour and strategic leadership. Renowned for her empathetic leadership style, she champions diverse perspectives, fostering inclusive and innovative discussions in every endeavour. Her keen insight into people and talent for cultivating collaboration have made her a sought-after speaker, on future-proofing businesses in an ever-evolving digital landscape.

Karolin Anderl has been with Mast-Jägermeister SE for nearly a decade and currently serves as Global Senior Innovation Manager. In this role, she leads strategic innovation projects and spearheads efforts to strengthen the brand’s connection with its consumers. As the project lead for a company-wide effort to embed consumer-focused thinking into the organizational culture, she is passionate about consumer centricity, ensuring relevance and delivering impact. Having spent nearly ten years living and working in the United States, Karolin brings a unique combination of international experience and deep expertise in consumer behavior. She plays a dual role at Jägermeister, overseeing product developments and driving transformative initiatives to ensure the brand remains resonant and relevant in a dynamic global market.

Dominik Pavlišin is a graduate of the University of Economics in Prague. Throughout his career, he has gained international experience in the retail sector, having held various roles in Malta, Germany, and the Czech Republic. He currently serves as Head of Shopper Marketing at BILLA CEE / IKI based in Austria, where he leads initiatives focused on shopper behavior and innovations.

Karolina Wiechmann-Wilczek is Head of Global Sensory & Consumer Science at Imperial Brands. With an academic background in cross-cultural perceptions, she moved into industry, building sensory networks, shaping brand experiences in the Global Duty Free channel, and managing Global Procurement for marketing services. Returning to sensory, she expanded the Sensory & Consumer Science function, bridging technical and marketing teams by translating consumer insights into actionable specifications. Karolina is passionate about driving consumer-centric innovation through Imperial Brands’ global “Sense Hub” initiative, enabling insights-led product development that truly resonates with consumers.

Featured Topics
FUTURE-FACING QUAL: FROM CUSTOMER STORIES TO FUTURE POSSIBILITIES
- Setting up a futures visioning team and tethering it to business needs
- Co-ordinating a blend of research skills and perspectives
- Showcasing the value and robustness of qual in strategic decision-making
- Using qual research to vision futures: from emerging behaviours to scenarios
BEYOND DECLARATIVE: EMBRACING DIGITAL POTENTIAL WITHOUT LOSING THE HUMAN TOUCH
- Combining digital tools with in-context observation to reveal authentic behaviour beyond self-reporting
- Deep Diving: case-study showcasing how digital methods can deepen empathy and insight when leveraged in combination with human behaviour expertise
- Validating stated responses against real-world actions through rigorous quality checks and behavioural grounding
- Maintaining the human touch by embedding ethics, empathy and qualitative expertise at the heart of digital transformation
INTEGRATING AI INTO NEW PRODUCT DEVELOPMENT
- Leveraging AI as an end-to-end enabler to support the full product development journey from early trend spotting to final packaging decisions
- Uncovering smarter insights through social listening and AI-enhanced moderated focus groups
- Accelerating innovation cycles by streamlining research workflows, data collection, analysis, and product iteration
- Redefining the role of qualitative researchers by combining human expertise with AI-driven data interpretation
RETHINKING DIGITAL BEHAVIOUR AND BRAND PERCEPTION IN THE AGE OF AI
- Understanding how consumers can now make decisions without ever engaging directly with your brand — and what that means for capturing authentic intent and perception.
- Exploring how large language models and AI assistants shape brand narratives before consumers reach official channels — requiring researchers to consider AI as both a source and a filter of qualitative data
- Capturing why surfacing insights isn’t enough — storytelling, internal alignment, and stakeholder collaboration are essential to drive real action in digital and cross-functional environments.
- Expanding the qual toolkit and rethinking what counts as “qualitative” by integrating UX, media analytics, and digital behaviour signals to get closer to how consumers are truly navigating complex online ecosystems
PUTTING THE CONSUMER FIRST: INSIDE IMPERIAL´S GLOBAL CONSUMER CAPABILITY CENTER -SENSE HUB
- Adopting agile iterative consumer-centric methodologies to continuously inform and refine product development, ensuring alignment with evolving consumer needs
- Evaluating emerging technologies and product propositions through a consumer-centric lens, integrating qualitative insights to assess relevance and potential impact
- Synthesizing diverse data sources to uncover deep consumer preferences, enabling the formulation of targeted strategies for product optimization.
- Delivering foundational insights through advanced Sensory Preference Mapping to guide strategic decisions and innovation pathways
DECODING DISCOVERY AND OVERCOMING CHOICE PARALYSIS
- Revealing decision triggers by combining qualitative insight and behavioural science to unpack what really drives choice and indecision in entertainment discovery
- Blending ethnography, large-scale quant, and behavioural experiments to illuminate complex audience behaviour.
- Defining new audience archetypes that reshape how we understand influence and intent
- Translating research findings into strategic levers that help platforms prime, guide, and convert viewers more effectively
CROSS-CULTURAL INSIGHT IN THE HOUSEHOLD APPLIANCE SPACE OF EMERGING MARKETS
- Connecting everyday home life to appliance needs across emerging markets via ongoing qualitative explorations of the home sphere
- Using close-up and innovative qual to uncover routines, values, and trade-offs that don’t always translate easily across cultures
- Finding clarity in the cultural complexity of diverse households, and creating smarter ways of establishing cultural fluency as insight teams
- Turning rich local understanding into simple, actionable narratives that drive product, design, and communication decisions forward