We’re participating in an exciting round-table discussion next week at the 2021 BVM Annual Congress.

The topic: the direction of qualitative research, and in particular the role of the conversation in an age of behavioural insights.

Provocatively: do we actually to need to ask questions any more at all – if behavioural scientists can help “nudge” us into change by tapping into our non-conscious decision making processes? Behavioural Economics suggests we don’t have access to many of the decision processes we make – so asking us is futile, perhaps.

This has impacted on the task of getting to the “why?”

Qualitative has undergone a sea-change since its embracing of asychrononous platforms (MROCs) around 15 years ago – where behaviours can be documented by consumers via their smartphones and used as a basis for discussions and deep-dives. So hybrid approaches are part of the mainstream.

But what about the future?

Is the Qual toolbox – including projective techniques, storytelling and more – still on-the-pace? Do we still need “depth”?

Join this AKQua session with myself (Edward Appleton), Christiane Quaas (Sanofi), Barbara Lang (Point Blank) and Dirk Frank (ISM Global Dynamics), moderated by Patricia Blau (G.I.M) for a deliberately provocative take on the above next week:

Date? 8th June
Time? 14.55 CET

You can register/ see the whole 2-day agenda here: BVM Kongress 2021

If you can’t make it, but would like to find out more – please drop us a line contact@happythinkingpeople.com
or call us!