Alessia Clusini
Alessia Clusini, Co-Founder & CEO at Trybes Agency, is an award-winning digital ethnographer specialised in cultural and behavioural insight.
November 11 @ 2:40 pm – 3:00 pm GMT
This live webinar is part of The Qualitative Insights Summit 2026:
Alessia Clusini & Martina Faralli from Trybes, on adding a cultural layer to qual research — a framework to discover, understand & decide.
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As AI makes more parts of research faster and easier to replicate, where can qualitative research create more distinctive value?
Drawing on Trybes Agency client cases, this session explores how adding a cultural layer can strengthen the qual expertise you already have.
There will be a focus on three opportunities:
- Discover more — Go where existing data cannot. Discover new behaviours, contexts and cultural shifts before they fit established categories.
- Understand in context — See what surrounds and shapes behaviour. Understand the norms, identities, communities and relationships that give individual choices meaning.
- Create greater decision value — Turn understanding into consequential decisions. Determine what should be built, changed, prioritised, invested in or stopped.
Key Takeaway:
A simple framework, grounded in real client work, for identifying where a cultural layer can strengthen qualitative research, differentiate your expertise and increase the value you deliver.
Speakers
Martina Faralli
Martina Faralli is a psychologist and cultural researcher specialising in the emotional, social and cultural forces that shape behaviour.