Fast-forward to more contextual, more agile and smarter qualitative research, a presentation by Annelies Verhaeghe & Sophie Van Neck for the ESOMAR Qualitative Research Congress on November 7, 2018 in Porto (PT). Although research communities are probably one of the biggest disruptions happening in our industry in the past years, we believe that there is yet again another game changer around the corner: online chat. Online chat and chat bots will, in our opinion, make qualitative research more agile, more contextual and smarter. To explore the opportunities that chat offers, we decided to set up an experiment with Heineken. Join us on our journey and discover what we think might be the future of qual!

1. WE HAVE SEEN THE FUTURE@InSites @sophievanneck @annaliezze

2. The
BRIEFING
WE HAVE SEEN THE FUTURE@InSites @sophievanneck @annaliezze

3. WE HAVE SEEN THE FUTURE
KEY CHALLENGES
• Engagement
• Scale
• Speed
@InSites @sophievanneck @annaliezze

4. WE HAVE SEEN THE FUTURE
LET’S
CHAT
#1
@InSites @sophievanneck @annaliezze

5. WE HAVE SEEN THE FUTURE
Experiment1
THE WHATSAPP
COMMUNITY
@InSites @sophievanneck @annaliezze

6. WE HAVE SEEN THE FUTURE
Con side
EVALUATION
ATTITUDINAL
COMPLEXITY
Pro side
EXPLORATORY
ETHNOGRAPHIC
SINGLE MINDED
@InSites @sophievanneck @annaliezze

7. WE HAVE SEEN THE FUTURE
AUTOMATED
CHAT
#2
@InSites @sophievanneck @annaliezze

8. WE HAVE SEEN THE FUTURE
Experiment 2
ARTIFICIAL
INTELLIGENCE
@InSites @sophievanneck @annaliezze

9. WE HAVE SEEN THE FUTURE
MEET OUR NEW COLLEGUES
Meet
THE INTERVIEWER BOT THE ETNOGRAPHIC BOT THE PROBING BOT
@InSites @sophievanneck @annaliezze

10. WE HAVE SEEN THE FUTURE
FUN!
Bots are
@InSites @sophievanneck @annaliezze

11. WE HAVE SEEN THE FUTURE
BOTS CAN BE TRUSTED!
TOY
HUMANOID
REAL HUMAN
ZOMBIE
FAMILIARITY
HUMAN LIKENESS
UNCANNY
VALLEY
@InSites @sophievanneck @annaliezze

12. WE HAVE SEEN THE FUTURE
BOTS LEAD
TO THE SAME
CONCLUSIONS
@InSites @sophievanneck @annaliezze

13. WE HAVE SEEN THE FUTURE
The
INTERVIEWER
BOT
@InSites @sophievanneck @annaliezze

14. WE HAVE SEEN THE FUTURE
The
ETNOGRAPHIC
BOT
@InSites @sophievanneck @annaliezze

15. WE HAVE SEEN THE FUTURE
The
PROBING
BOT
@InSites @sophievanneck @annaliezze

16. WE HAVE SEEN THE FUTURE@InSites @sophievanneck @annaliezze

17. WE HAVE SEEN THE FUTURE@InSites @sophievanneck @annaliezze

18. WE HAVE SEEN THE FUTURE
1 2 3
@InSites @sophievanneck @annaliezze

19. WE HAVE SEEN THE FUTURE
ANYONE WHO
SAYS THAT
ROBOTS WILL
REPLACE
HUMANS HAS
NOT MET
HUMANS
@InSites @sophievanneck @annaliezze