Big Qual is a new event dedicated to exploring how businesses are generating large-scale qualitative consumer insight using innovative online methods.

Making sense of large realms of unstructured data from different sources remains a challenge for insight professionals. Big Qual will look at new tools and platforms and examine how AI is enabling innovation. It will also consider how to optimise the delivery of big qual findings to maximise their impact.

We’re looking for outstanding examples of large scale, moderated, online qualitative projects. We want to showcase how social intelligence is being used to track and unpick the online conversational landscape, revealing consumers’ opinions of brands and topical issues, as well as mapping influence and persuasion. We want to examine how researchers are extracting and analysing qualitative insights from text, images, video and voice, at scale.

If you would like to be part of MRSs new Big Qual event please send in a submission for a:

  • CASE STUDY (20mins) – Showcase your Big Qual research from brief through to project outputs.
  • NO SLIDES PANEL SESSIONS (30mins) - Convene and lead a panel discussion that will generate a thought-provoking debate on the challenges and direction of Big Qual.
  • IN CONVERSATION WITH… (20mins) - Lead a one-to-one interview style session which brings together an agency and client for a topical conversation about a recent research challenge where Big Qual was the solution. 

A quick note on our selection criteria:

With just 10 sessions available we give priority to client-side presenters / co-presenters, new hot-off-the-press research and projects using pioneering research techniques.

MRS is committed to equal gender representation on the conference platform. MRS is also committed to achieving a target of a minimum of 15% of speakers to come from ethnically diverse backgrounds.

If you have a recent research project that you’d like to showcase or a conference session idea please submit a brief synopsis (approx. 200 words) for consideration by Thursday 6 May to

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