In the Room: Qual in the Age of AI – A conversation with Ivey Crespo, head of QualLAB
AI has transformed the market research industry, and it has also accelerated another shift: qualitative research is becoming more immersive, collaborative, and more experiential. At Vital Findings (VF), we’ve embraced AI while watching qualitative research evolve into something even more powerful. That evolution inspired us to create QualLAB™, a dedicated practice built around immersive, human-centered…