If you’re anything like me—someone who has spent years bringing together the stories that shape brands—then you know the true heart of marketing does not beat in data tables or dashboards. It beats in moments of genuine human exchange: the story a consumer tells late in the afternoon, the offhand remark about a product that reveals a world of frustration or hope, the fleeting vulnerability that a survey could not hold. These are the moments I live for. These are what drew me, and keep drawing me, to qualitative research—the invitation to listen, to understand, and to build something that actually matters to people.
But the world does not slow down for sentiment. I feel the pressure every day: move faster, show the data, prove the impact. The pace of modern marketing is relentless, and yet I know—and maybe you do too—that the truths that matter most are still born out of conversation. The kind that happens when we put aside the protocol and just listen.
After years spent in focus group rooms and the intimacy of in-depth interviews, I never doubt the value of qualitative work. What tests me, honestly, is the grind: finding the right people, making sure their voices are heard, sifting through hours of notes or transcripts to find the essence of what matters. Another oft-encountered challenge is when stakeholders casually ask, “How many respondents did you talk to?” I know what runs through their heads is that it would be more actionable if some numbers accompanied the findings.
Yet underneath all of it, I’m reminded that brands are built on empathy—on real understanding, on stories, not just statistics. Even as I’m swept up in the drive for metrics, there’s a part of me that desires more qualitative work, because I know: innovation comes from those raw, honest moments. Positioning that works begins with the words people actually use. Insights that stick are rooted in lived experience.
What excites me now, truly, is that scale no longer feels impossible. Technology is transforming the rules. Suddenly, I can bring together not just a handful, but even a hundred real voices—all in an hour. We are able to convene a session that feels as intimate as coming together in a room, but on a scale I never imagined possible before. I get to blend the nuance and depth I crave with the speed and cohesion that teams demand. Results that once took weeks now land in one click to an observation link.
Tech-enabled research tools like Kantar Live don’t diminish the human touch; if anything, they make it stronger. With AI-powered analysis and expert moderation, I can see not just what participants say but how they feel in the moment—how they react, how they choose. I can move from insight to action faster, and I don’t have to sacrifice the richness that makes qualitative so special.
I am amazed at how quickly we can get answers to some of the questions that we need to decide on swiftly and confidently. Whether it is about strategy, creative, innovation, customer experience, or shopper insights, tools like Kantar Live can deliver with agility.
As an example, the tool can empower the brand team to quickly identify which shopper promotions, specific to a category, best communicate value, ensuring that marketing investments are directed toward strategies that truly resonate with shoppers. Is it on-pack communication of actual savings in pesos? Percentage off? Bundled promo? Bundle with a freebie? Such questions can be answered swiftly. Any shopper initiative should ensure that what we launch is intuitive, in that it should be easily understood—especially since shoppers have currencies to manage when doing their shopping: time, energy and money.
For those of us who pour our hearts into brands, this is more than just a technical leap. It’s a new way to lead with empathy, at scale. To make decisions that are not just informed by data, but inspired by the people behind the numbers. Even as the world moves faster, we all can stay close to what matters: the voices, the stories, the trust that real brands are built on.
So, if you see yourself in any of the scenarios below, embrace tech-enabled qualitative research. I have seen these scenarios over the years, and such roadblocks could definitely use some real-time clarity:
• Stuck for inspiration, whether for innovation or creative ideas? Discover more sources of inspiration and be inspired at scale.
• Guessing which idea to move forward with? Combine the scale of AI with the depth and creativity of human moderators to shape stronger ideas.
• Slow internal alignment? Stakeholders need not wait for the tail-end; instead, invite stakeholders to live, real-time sessions and align in the moment. The ability to collaborate while the session is happening makes the experience interactive and truly valuable.
If you’d like me to tailor this further to your brand, a specific campaign, or focus on the unique challenges your team faces, just reach out.
Wata Lamar
wata.lamar@kantar.com
Insights, Kantar Philippines