About QUAL360 NA










Global Reach – Local Flavour
Qual360 is the only global conference series dedicated to qualitative market research. With its 17+ Years of Driving Innovation in Qualitative Research, Qual360 is a unique event catering to a strong global community of dedicated “Quallies”. Our strength lies in bringing together a unique mix of research professionals from international brand, leading agencies and independent industry experts.
Qual360 is all about networking, learning and creating new opportunities. Industry leaders join to discuss innovative research approaches, learn about the latest methodologies and how to leverage new types of insight. Each conference agenda is steered by an independent advisory board that reviews all speaking proposals, ensuring the highest possible quality.
View replays from QUAL360 NA 2025

Hear from innovative thinkers – keynotes, panels, roundtables, and interactive discussions.

Network with senior decision makers from the market research and consumer insights industry at Qual360.

Find strategic partners and discover the latest tools and technologies to power your business.
Confirmed Speakers

Jon Clifton serves as the CEO of Gallup, the global analytics and advice firm. His mission is to connect 1 billion individuals with their unique strengths, assist organizations in fostering thriving workplaces, and help 8 billion of the world's citizens be heard on their most pressing issues through the Gallup World Poll, a century-long project spanning over 150 countries. Clifton's 2022 book, 'Blind Spot: The Global Rise of Unhappiness', is a Wall Street Journal bestseller. He's a contributor to The Economist, BBC, and Harvard Business Review. Clifton holds degrees from the University of Michigan and the University of Nebraska, with honorary doctorates from Midland and Western New England Universities.

Cristina Marinucci is a global commercial, marketing, and insights leader with a proven record of driving growth and innovation in the CPG industry. As Global Vice President, Growth & Omni Commercial Insights at Mondelēz International, she leads integrated strategies that connect foresight, consumer and shopper insights, and commercial analytics from media to shelf. A recognized unified commerce leader and AI advocate, Cristina focuses on turning data into action to create value for shoppers, retailers, and brands. Her career spans senior roles at Johnson & Johnson, PepsiCo, Mars, Reckitt, GSK, and Pernod Ricard. She is also co-host of the SHeCOMMERCE podcast and a frequent global industry speaker.


Natasha Hritzuk serves as VP, Head of Corporate Research for Warner Bros. Discovery. In this role, she focuses on delivering studies that optimize the current business across all enterprise assets, as well as identifying new consumer opportunities that reflect shifts in the entertainment ecosystem. Additionally, she supports WBD’s CSR and Government Affairs teams. Prior to this role, Natasha served as VP, Global Consumer Insights, HBO Max at WarnerMedia. Before that, she was VP Advertising Innovation Research and AdLab Lead for Turner, where she oversaw research strategy and data analysis in support of Turner Incite, the company’s core intelligence platform for advertising sales. As a critical partner to the Client Strategy & Development and Content Partnerships teams, Hritzuk was harnessing research and analytics to help make recommendations to clients based on an insight-driven selling approach. She also developed research strategies designed to quantify the value of the company’s next-generation capabilities, as well as cross-Turner integrated marketing campaigns. Previously with Microsoft as head of global consumer insights and research, Hritzuk led many of the innovative new strategies, products and content development streams within the company’s advertising and monetization division. Prior to joining Microsoft, Hritzuk worked for General Mills UK & Ireland where she was Head of Category and Consumer Insights for 5 years. At General Mills, she ran a team of insight managers tasked with delivering insights to drive a range of marketing and sales initiatives including communications development and execution, new product development, consumer and shopper targeting and category visions. Hritzuk has a Ph.D. from Columbia University in political science, with a political behavior and public opinion focus. She currently resides in New York City.


Philippe Francois is Director, Customer Research and Strategy at Marriott International. He partners across the organization to elevate member perspectives, guide portfolio decisions, and translate insights into actionable strategies for senior leadership. His expertise spans travel trends, loyalty behavior, brand differentiation, and consumer storytelling.


Michael Nevski is the Director of Global Insights for Visa’s Business and Economic Insights team, driving the future of consumer research. Recognized by Insight250 as one of the world’s top insights professionals across 60 countries, he partners with Visa’s Chief Economist to embed consumer insights into economic forecasts and strategic initiatives. Previously at Charles Schwab, he pioneered customer journey analysis and advanced digital tracking capabilities. With over three decades of experience across global industries, he transforms complex insights into strategic action. Michael holds an MBA from the University of Arizona and a BS in Economics and Finance from Saint Petersburg State University.


Executive leader with more than 15 years of experience in leading and managing data-driven research teams providing insights and driving innovation. I have a Ph.D. and Master's degree in HCI (Comm.) from Stanford University and specialize in applying insights from Social Psychology to Product and Global Market Development. I have led teams including Market Research, User Research, Customer Success Insights, Competitive Intelligence, Experimentation, Data Analytics, and Data Science in various Fortune 500 companies including Uber, Intuit, VMware, and eBay.
Featured Topics
THE NEW MANDATE FOR INSIGHTS: BUILD COMMERCIAL MUSCLE, NOT JUST INTELLIGENCE
- A clear evolution path from “insights owner” to “enterprise commercial leader: ” what to stop doing (service model), what to start doing (decision architecture, growth levers), and how to earn decision rights with the C-suite.
- A practical AI operating model for insights (blessing when governed, curse when unmanaged): where AI genuinely accelerates discovery and synthesis, where it amplifies bias and false certainty, and the guardrails that keep humans accountable for judgment.
- How insights work itself is changing: from research outputs to decision products: Moving from reports to “always-on learning systems,” translating signals into choices, and building insight assets that plug directly into brand, revenue, and commerce workflows.
- A readiness blueprint for the next 12 months: The skills to hire and train (prompting is not a strategy), the data and tool stack basics, the rituals that create speed, and a simple measurement system for proving business impact beyond satisfaction scores.
REIMAGING QUAL: WHERE HUMAN STORIES MEET BOLD BUSINESS DECISIONS
In a world driven by data, how do we keep empathy alive? This session explores bold, human-centred approaches that push qualitative research beyond its traditional boundaries. We’ll dive into:
- Direct, unmoderated conversations between marketers and consumers to foster authentic empathy and multicultural understanding.
- Meta facilitation and AI-powered storytelling, capturing image and audio narratives at scale to build a living library of real consumer voices.
- In-the-moment qual at the shelf, uncovering the tension between intention and behaviour where decisions truly happen.
- Elevating qual´s role in shaping business decisions that resonate with real people
BRANDS UNDER THE MICROSCOPE: HARNESSING BRAND AUDITS FOR GROWTH
- Decoding Brand DNA: Uncovering core values, differentiators, and competitive strengths.
- Mapping Shopper Realities: Analyzing purchase behaviors, key occasions, and decision drivers.
- Identifying Growth Levers: Spotlighting opportunities, barriers, and brand assets for acceleration.
- Activating with Clarity: Delivering actionable guidelines for optimized offers and impactful communication.
AI AND QUAL: NAVIGATING RISKS AND UNLOCKING OPPORTUNITIES
- Evaluating the credibility of AI-driven inputs, from synthetic respondents to AI-generated consumer content
- Assessing the impact of ChatGPT in qualitative open-ends, balancing clarity versus authenticity
- Testing AI-assisted techniques such as automated probing and theme detection to see where they enhance—or miss—human nuance
- Reframing the qualitative researcher’s role in an AI-enabled landscape by pairing technological capability with critical judgment
LEVERAGING QUAL TO REPURPOSE EXISTING PRODUCTS AND MEET EVOLVING USER NEEDS
- Reframing traditional product development and research approaches to prioritize adaptability over linearity
- Applying qualitative insights to reshape product relevance, connecting existing products with evolving user needs
- Evaluating the benefits and limitations of retrofitting research to current tech capabilities
- Leveraging tips and lessons from Adobe’s case study to enhance your own strategy
PRIVACY-FIRST RESEARCH: INSIGHTS FROM THE ADULT ENTERTAINMENT INDUSTRY
- Recruiting creatively to access hard-to-reach and anonymous participants when traditional pipelines fall short
- Building trust in stigmatized and privacy-sensitive communities
- Fostering safety through open, non-judgmental research environments
- Translating sensitively to turn delicate findings into bold product decisions – all while respecting privacy