AQR Qual Futures - Online session 1: What makes great qualitative research

Anyone involved in qual will tell you a lot has changed in the past couple of years. New tech tools and platforms are everywhere, inserting themselves in our workflows from brief to debrief. Clients are being asked to do more with less. Agencies are having to reassert the value they provide and change their services. Business models are under strain.

AQR Qual Futures
Online session 1: What makes great qualitative research
Join the conversation with us on Tuesday 11th November 12pm GMT

We are at the point where we know what AI can and cannot deliver. This online session will restate the value of qualitative thinking, reasserting the role of human intelligence and interpretation.

Kath Rhodes (Qual Street) will introduce her new framework to define the qualitative process, linking perception, connection, reflection and direction. This model helps surface the value that qual offers, elucidating often tacit elements of our process.

Anne-Claire Pierron (Global CMI Manager at Dove Masterbrand for Unilever) will talk about the vital role qual plays in Unilever. Anne-Claire will share her experiences of using AI tools, focussing on where they do and don’t deliver. She will also explore how qualitative researchers are uniquely well-placed to influence stakeholders and inculcate change.

Simon Shaw (Trinity McQueen) will host, reasserting the role of human connection in getting to the truth, before exploring three possible future trajectories for qual.

Do join us for what will be a lively discussion.

Free to attend - register at https://us02web.zoom.us/meeting/register/IG3Wmfj0QdG5vZKOoj_Wpg#/registration

Following on in the Qual Futures series will be:

Online session 2: Where the magic happens
Tuesday 18th November, 12pm GMT

Online session 3: A lens on culture
Thursday 27th November, 12pm GMT

Online session 4: The future, where and how will we show up?
Tuesday 2nd December, 12pm GMT

Full details and registration links out soon.

Date:
11th November 2025

Time:
12pm GMT

Admission:
Pre register https://us02web.zoom.us/meeting/register/IG3Wmfj0QdG5vZKOoj_Wpg#/registration

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