Join Ivey Crespo from Vital Findings and Beth Foster from The North Face at Quirk’s Event for The Innovation Blind Spot: The Evolution of Qual and the Return to Immersion. They’ll share how leading brands are doubling down on immersive, human-moderated qual at the pivotal moments in the innovation cycle. The innovation blind spot: The evolution of…
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…
Beyond Tracking: Turning Lived Experience into Better Women’s Health Through Wearables The Opportunity A leading MedTech company set out to understand how health wearable technology could better support women navigating Polycystic Ovary Syndrome (PCOS) and menopause—two areas with growing demand, limited solutions, and significant unmet need. The study identified key pain points and uncovered opportunities…
Reece joins to accelerate Vital Findings’ evolution into an AI-Integrated research practice April 7, 2026. Vital Findings announced today that Jenny Reece has joined the company as Head of AI, a new leadership role created to accelerate the firm’s strategy to lead the insights market through thoughtful, human-led adoption of artificial intelligence. “AI has…
Consumer sentiment toward AI-driven products is fast-moving, polarizing, and unforgiving. For Microsoft’s Copilot campaigns, traditional ad testing couldn’t keep pace—or explain why creative was working or failing. We recently spoke with Microsoft about how they overcame some major risks to deliver on a highly successful ad campaign using our new Qual-at-MASSIVE-Scale methodology. Here’s the 5-minute take: …
We’re back from CRC with some key nuggets for you. With nearly 1,000 attendees descending on the Marriott Marquis Chicago, this was an action-packed conference. Key takeaways: 1. Data quality can’t be assumed anymore – verify, then trust. According to the Global Data Quality initiative, ~20% of completes are removed for fraud or poor…
At the 2025 Corporate Researchers Conference, we unveiled some big news! The launch of our immersive qual practice, QualLab, and the launch of our AI moderation/qual-at-scale solution NarrativeFusion. Download PDF to learn more!
“No one ever made a decision because of a number. They need a story.” – Daniel Kahneman Storytelling is a powerful tool for any industry, and insights professionals are always striving to improve this key element. What makes storytelling so powerful is the overlay of emotion, tension, conflict, and resolution in the analysis. A…
In honor of our 15th anniversary, we sat down with our founder, Jason Kramer, for an interview to reflect on the journey of building Vital Findings—and what he’s learned along the way. From reimagining the role and impact of design in research to bridging the gap between insights and action, Jason shares lessons that will…
Missed our webinar with Deckers Brands (UGG, Hoka, Teva) but want to learn more about how you can use influencers in your research? Full session video available below! https://vitalfindings.com/wp-content/uploads/2024/12/VF-Influencer-Webinar-Recording_FULL_With-Subtitles.mp4 Want to learn more about how you can use influencers to supercharge your insights? Email us here.
