Enric Cid
Enric Cid is a product strategist and business builder with over 20 years of experience in the market research industry
November 10 @ 5:40 pm – 6:00 pm GMT
This live webinar is part of The Qualitative Insights Summit 2026:
Enric Cid shares candid WhatsApp study on what AI moderation got right, where it failed, and what it means for research platforms.
Complete this form to register for all summit sessions
The purpose-built qual platform (logins, dedicated apps, structured prompts) is starting to look like a legacy model. As AI-assisted moderation matures and participants spend their lives inside messaging apps, a new question emerges: should qualitative research meet people where they already are?
This session shares a candid, methodology-first account of a 6-day, 58-participant co-creation study run inside WhatsApp, revealing both the genuine gains and the emerging challenges that come with moving qual research into everyday chat.
Key take-aways include:
- Discover the conditions under which messaging-native fieldwork improves authenticity and participation over legacy platforms, and the limits of that advantage.
- Where AI moderation genuinely helped keep a fast-moving, multimedia community on track, and where it missed context, over-triggered, or needed human intervention.
- Gain a forward-looking framework for evaluating whether your next qualitative study belongs on a dedicated platform or within a channel your participants already trust.
Speakers
Melissa Short
Melissa Short is a qualitative research and product management expert with experience spanning research, marketing, and sales.