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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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: …
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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
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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…
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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…
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