A Qualitative Renaissance: (Alien) Notes from Insight Association's CRC

Back in Barcelona, after a mercifully uneventful 10-hour trip from Chicago, I wanted to reflect on what the Insight Associations ' CRC 2023 had to say about the future of research in our current AI 'gold rush' frenzy.

Close Encounters of the States Kind

There is no question that the US market moves with an unmatched dynamism, exhibiting both incredible progress and occasional setbacks. Over the years, we've witnessed numerous groundbreaking global trends taking root right there in the US before they ripple out to the rest of the world; as a matter of fact, Greenfield Online's rise in the early 2000s inspired Netquest’s pivotal transformation in 2005, propelling us to become the leading online access panel in Southern Europe and Latin America. In contrast, the fast-paced and anything-goes approach in our industry has enabled certain questionable practices. One of them is the shift towards cheap and substandard sampling around 2015, a trend that continues to impact our field today. It's a double-edged sword, but the thrill of riding this roller coaster is what makes the US market so captivating. In this context, the ability to discern valuable insights from the noise is crucial. In my experience, the last CRC, and generally, events hosted by the Insights Association, have proven exceptionally beneficial.

MIT ’s Dr. Renée Richardson Gosline kicked things off with a dive into the anticipated topic: the rise of AI. The emergence of nearly undetectable deep fakes and our natural tendency to believe what we see injects a crucial dimension into AI's impact. After encountering these compelling fabrications, convincing others of the truth can be daunting. Therefore, the potentially significant influence of deep fakes on our collective perception requires careful examination.?In the realm of social media, where the age-old saying 'false news travels faster than true stories' holds true , a substantial regulatory challenge comes to the forefront.

Shifting gears from the AI focus, Pamela Forbus , the former Chief Marketing Officer at Pernod Ricard , infused a personal touch into the event, weaving a compelling narrative; 'the ideas hero fighting against the cost-cutting monster'. Her story underscored a crucial point: the superpower of an Insights professional lies in a profound understanding of consumer drivers. This thought hinted at one of the core takeaways of the conference – in a future dominated by data, quantitative, and algorithms, our qualitative skills in deciphering human behavior emerge as the keystone.

A Qualitative Renaissance

The driving role of technology in the US Insights market is widely known. What needs to be recognized, though, is the depth of qualitative research in the US compared to, say, Europe. My prime suspect for this phenomenon? I attribute this to a bandwidth capacity, given by the relative lack of 'cultural differences'. Everyday lives in cities like Boston, Atlanta, Minneapolis, and San Diego appear more closely aligned than those in Tallinn, Munich, Seville, and Belfast. While in Europe efforts are directed toward comprehending cultural nuances, the relative homogeneity of the US facilitates a focus on lifestyle and trends.

During a captivating session in the Hilton basement, Lynzie Riebling , VP of Insights at REVOLT , delivered a memorable quote that stayed with me throughout the event: "On a scale of 1 to 10, how would you rate blah, blah… No one talks like that." Her observation rings true, highlighting the paradoxical impact AI is poised to have on future research —we will necessitate a more humanized approach, fostering conversations that feel natural and less scripted. A renewed focus on qualitative methods, power by AI. Moreover, AI-driven discussions eliminate the feeling of judgment or observation for respondents, cultivating greater openness and honesty. Rival 's Andrew Reid showcased how the hip-hop media company was able to process and summarize 1,000 respondent videos that would be humanly impractical to watch. The shift towards more frequent ongoing research is replacing one-shot studies, and online qualitative research allows exploration within participants' natural environments, offering a more comprehensive understanding of their experiences.

Renowned strategist Roger Martin recently expressed a thought-provoking perspective, stating that given the choice, he would prefer to invest in one hour of a CEO's time with 10 customers over a survey with 10,000 respondents. While this approach might raise eyebrows due to its lower representativeness, Martin argues that quantitative research tends to flatten out meaning, stripping away all nuances. In his view, a qualitative approach allows for the exploration of finer distinctions, leading to deeper insights:

"You will often be told that you should use an algorithmic approach: crunch this data, this way, and it will tell you the answer. Be wary. Much of the business world is using algorithmic approaches that aren’t backed by the work necessary to push knowledge from heuristic to algorithm." Spot on.

'The Heuristic Explorer' Skill Set

To wrap it up, the kinetic Head of Innovation at VICE Media , Mark Adams , urged the audience to embrace the role of the 'ideas hero,' building upon Pam's foundation from the previous day. In his words, "We are truffle pigs for insights". The recent stumble by Anheuser-Busch InBev with Bud Light serves as a clear reminder of this reality.

Anheuser-Busch InBev has faced a backlash from conservative commentators and celebrities following a promotion of Bud Light by Dylan Mulvaney , a transgender influencer. In June, Modelo Especial overtook Bud Light as the top-selling beer in the US. Some argue that the decline in sales, “17.3% in Q4 primarily due to the volume decline of Bud Light,” the company said in an earnings news release, isn't solely attributable to Mulvaney but rather a mix of factors, including a mediocre product. The debate persists. Nevertheless, this Bud Light incident brings to mind the classic New Coke fiasco we studied back in our college days; almost four decades have passed, and despite significant technological advancements and the application of top-notch research, agencies, and marketing, the quest for genuine insights remains elusive—akin to hunting for truffles. The realization persists: we haven't mastered this yet.

Closing thoughts

In essence, this journey of exploration is characterized by a fluidity of thought, a readiness to embrace the unknown, and a willingness to deviate from conventional paths. The process is far from linear; success lies in the ability to navigate the unknown and remain receptive to innovative ideas. Picture it as following a trail of breadcrumbs through uncharted territory. Each answered question unveils a new crumb, guiding us along a complex and intriguing path of knowledge. As you learn more, you'll start to ask new and better questions.

Paraphrasing Martin's observations, certain heuristics transform into algorithms, constituting a structured methodology for attaining the desired outcome. It's crucial to recognize that our algorithmic approaches to comprehending human behavior are still in a state of evolution, keep this in mind when shaping your AI strategy.