Corporate researchers love qual—and for good reason. When it comes to insight that moves the needle, there’s no substitute. Qual digs deep into the complexities of human experience—capturing context, subtext, emotion, and behavior—in a way that data alone can’t.
Month: September 2025
AI Isn’t Killing Qual. It’s Showing Us What Really Matters.
Qualitative market research is having a freak-out moment. And it’s totally understandable. As with a host of previous technology disruptions (think manufacturing automation, automobiles, computers, and the internet), there’s a real fear across multiple industries that AI will supplant human jobs. Qual research isn’t immune.