Re-engineered Ad testing with Qual-at-MASSIVE-Scale: ARF Ogilvy Award Gold Winner The Opportunity Microsoft’s Copilot marketing team was in overdrive creating digital ads for its big push. At the same time, consumer attitudes toward AI were in constant flux. Quant scorecards couldn’t tell why ads were working or not working, and qual didn’t provide enough scale.…
From AI and synthetic research to new expectations around speed, scale, and the role of human expertise, we are still in the early stages of understanding how AI will shape the insights industry. After CRC, we identified 3 challenges the industry needs to prioritize, and what they mean for market research and consumer insights teams. We look…
Qual isn’t what it used to be. It’s better. In this Q&A, Amanda Hirsch, President of Vital Findings, sits down with Ivey Crespo, VP Qualitative at Vital Findings, and Beth Foster, most recently Sr. Manager, Global Consumer and Shopper Insights at The North Face, to discuss why the industry’s push toward qual-at-scale and automation is…
A Collaborative Approach to Optimizing Retail Concept & Product Fit The Opportunity A leading global outdoor apparel brand was preparing to launch an updated bottoms assortment alongside a new in-store display concept. Leadership needed to know which products would attract attention, how they fit in motion, and what the retail experience should communicate — “and…
These days, the speed of change can feel blinding. This is particularly true if you are in the creative space. Our work with Microsoft, now a finalist for the ARF David Ogilvy Award, challenged us to rethink what creative testing could look like. That led us to Qual-at-MASSIVE-Scale (QAMS, for short): an approach built to…
Join Stephanie David, Vital Findings, and Elena Scheer-Moser, iRhythm, for lessons from a hybrid qual study exploring how patients feel about AI’s role in cardiac monitoring and health data. The project used human-moderated focus groups, AI-moderated interviews, and quantitative validation to understand what patients think about AI in healthcare, as well as what AI can…
AI was everywhere at PMRC West. But that’s not surprising. What was surprising was the maturity of the discussion. Across two days, speakers from Genentech to Amgen to Annexon returned to the same idea from different angles: this technology is rapidly accelerating our ability to discover hidden patterns, trends, or relationships within data and insights,…
Miss our webinar with Microsoft about how Qual-at-MASSIVE-Scale is reinventing ad testing? Watch the replay below! https://vitalfindings.com/wp-content/uploads/2025/12/GMT20251203-180327_Recording_2400x1350.mp4 Download the Tip SheetView Case Study Ready to learn more about Qual-at-MASSIVE-Scale? Email Us Here
Bringing a Segmentation to Life with AI The Opportunity The market for continuous glucose monitors (CGMs) was evolving fast. Once used mostly by insulin-dependent diabetics, CGMs were gaining traction in the mainstream—driven by influencers and the “quantified self” movement. Dexcom aimed to lead this shift with Stelo, a prescription-free CGM. Designed for adults with type…
If you blinked, you might’ve missed it—The Market Research Event 2025 flew by in a blur of big ideas, packed sessions, and hallway conversations that went late into the night. What actually stood out? We asked both client- and agency-side attendees to share their biggest takeaways. AI IS EVERYWHERE, BUT WHERE’S THE STRATEGY? Jenny…
