Understanding people today means going beyond the obvious. In this two-part webinar series, we’ll explore the future of market research, where human depth meets tech-powered scale:

• Discover how qual-at-scale is transforming the way we capture rich, human stories across diverse audiences.
• Dive into the power of AI and synthetic data to unlock new levels of speed, scale and strategic foresight.

Join the session that fits your focus or both for the full picture.

Qual-at-scale webinar

Date: Thursday, 31 July
Time: 3.00 PM – 3.45 PM CEST
Presenter: Angie Deceuninck, Global Client Partner at Human8

This session reimagines qualitative research. We’ll explore the latest in online communities and show you how brands are using them to stay ahead as we dive into an ESOMAR congress case study on Gen Z parenting.

Key takeaways:

• Uncover what matters, focusing on thick data not just big data
• Shift from chasing more data to maximising its impact

Unlock new possibilities by blending AI and human expertise

In search of soul webinar

Date: Thursday, 7 August
Time: 3.00 PM – 3.45 PM CEST
Presenter: Annelies Verhaeghe, Chief Platform Officer at Human8

With the rise of AI, it has never been easier to generate answers that look like those from research participants. But are these data reliable? And can they been used to guide decision making? Will synthetic data replace qualitative research or will it elevate it?

In this session, we’ll share the latest on how to both generate and use synthetic data in qualitative research, illustrated through case studies such as our recent work with Beyond Meat.

Key takeaways:

• Understand the psychology of generative AI systems
• Explore techniques like AI avatars & digital twins
• Discover use cases and potential pitfalls