“On a scale of 1 to 10, how would you rate your pain?” We’ve all been asked that question, and almost none of us feel confident with our answer. If a number can’t capture a headache or a backache, how could a survey capture what it’s like to change how your body processes hunger?…
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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…
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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…
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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…
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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…
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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…
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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…
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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,…
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May 25, 2026, By Jason Kramer Synthetic data is one of the most contested topics in market research right now. Some of what’s being marketed under that banner deserves the skepticism it’s getting. Boosting thin survey samples with model-generated responses, for example, is a shortcut that solves a sampling problem by quietly inventing the very…
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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…
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