Key talking points from Qual360 Europe qualitative market research conference
The only global conference series dedicated to qualitative market research, MRMW’s Qual360 Europe 2022 was held in Berlin, Germany last week and members of the Catalyx team attended and presented at the event.
You can watch a video of our presentation, here.
We heard fascinating points of view from a number of exciting international brands, and here we share a few of our key takeaways from the Qual360 Europe conference:
- Data only makes sense if we can connect to emotions, tell stories and bring it into a bigger context to take stakeholders with us on a journey – Fenny Léautier, Head of Marketing Insights & Analytics at Philips Personal Health.
- Change has never been this fast. It will never be this slow again. For instance, the product lifecycle for home speakers used to be many years but the shift to headphones and Bluetooth speakers means change every one or two years. – PJ De Queker, Consumer Research & Insight Director at Bose
- Keep the consumer connected – it’s tempting to define and go off and develop, but there’s a real danger you’re losing that consumer connection. Ensure regular connections with consumers. Use co-creation where possible. The temptation is to do fantastic insights up front and leave it there, but things change quickly (Google, Amazon, Apple etc are changing things every six months). – PJ De Queker, Consumer Research & Insight Director at Bose
- Price, Quality and Speed – you can’t have good quality that’s cheap. If the business just wants an answer – “it’s just to satisfy the beast.” We’re here to do the research to inform our colleagues how to meet core KPIs. If it’s just to “feed the beast” what’s the point? – Technology vs Talent panel discussion
- AI is not going to go away but we need to figure out how to use it properly. – Technology vs Talent panel discussion
Digitization is the future, not just a Covid blip. – Technology vs Talent panel discussion
- Less is more. Focus on KEY moments and drivers, and then get into the depth. – Sebastian Projahn. Senior Director People Insights at Adidas
- You have to go to Colombia to really taste and feel the guyava. You have to experience their problems and their delights. It’s the only way we can actually empathize. – JP Carrascal and Annemarie Fulcer from Microsoft
- If you’re not addressing disability in your diversity and inclusion, you’re not doing diversity and inclusion. – Steve Hill, Consumer Insights Senior Manager at Jaguar Land Rover
- A non-typical trait can benefit all – e.g. people who can’t hear are the reason we have subtitles, but they drive the benefit for all (people studying another language or parents with a sleeping baby, for example). – Steve Hill, Consumer Insights Senior Manager at Jaguar Land Rover
- The best insights come from not just one source of information, but by connecting the dots from many sources of information. – Lubov Ruchinskaya, Colgate Brand Insights Manager at Colgate Palmolive
As with Qual360 North America last month, which you can read about here, Chief Commercial Officer at Catalyx, Andrew Reed, was among the speakers. We’d love to hear your takeaways from his talk and from the other speakers at the conference on our LinkedIn page.
For consumer insight exactly how you want it, contact the Catalyx team here.