Qualitative Research - Alive and Kicking in 2016

It has been stated many times in the recent months - 2016 has definitely been a big year for quallies. Adam Rossow from iModerate, has called it the Renaissance of qualitative research, while other industry experts like Edward Appleton from Happy Thinking People see a transformation of qualitative research, pointing out a shift in the industry with new types of agencies evolving but also new requirements for researchers emerging.

As we wrap up a hugely successful year for the global Qualitative 360 conference series with our final APAC conference on October 19&20, we look back at some amazing presentations that underline how qual has really come out of the closet this year.

Massimo A. Cealti, Global Vice President Consumer and Market Insights, Symrise and Merlien Institute Advisory Board Member kicked of 2016 by applying principles of quantum theory to qualitative research - challenging researchers to consider quantum cognition as an additional tool for answering research questions. Watch his though provoking presentation here.

Another great example of how qualitative researchers are really pushing the boundaries of what is commonly accepted and considered adequate in terms of methodologies is Firefly's "Consumer Theatre". The concept brings idea generation onto a theatre stage, involving improvisation theatre to help guide and deepen conversations with stakeholders, consumers and agencies. A live demonstration during Qual360 Europe certainly got the audience engaged!

Need further proof and encouragement that qualitative research is alive and kicking? Check out the presentations on our Qual360 Youtube channel or watch the short highlights video made by our awesome friends at Vox Pops International.

Your last chance to join the Qual360 community live in 2016 is at the Qualitative360 APAC conference, October 19&20 in Singapore!