Simon Shaw
Simon Shaw is Co-Founder of Trinity McQueen. He uses qual and behavioural science to improve strategy for brands and is an AQR Board member.
November 11 @ 3:00 pm – 3:40 pm GMT
This live webinar is part of The Qualitative Insights Summit 2026:
Simon Shaw & Kenny Fox reclaim qual’s purpose — the unique value of human-to-human research vs “qual at scale” data collection tools.
A session in partnership with AQR.
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In a moment when qual risks being reduced to process, tools and speed, this session reclaims its original purpose: generating human insight that changes how people think, feel and decide. Part provocation, part reflection, we’ll celebrate the distinctive value only qualitative research can offer.
Simon Shaw from Trinity McQueen will host the session, outlining the AQR’s position on “human to human” research and how it compares with “AI to Human” data collection.
·Kenny Fox from davies+mckerr will share his paper from the 2026 AQR Conference entitled “We’ve confused process for purpose”
There will be a Q&A following the session to discuss what it means for agencies, clients and participants.
What Will be Covered:
- What great qual is – and what it isn’t.
- The unique value of human-to-human research.
- A refreshed definition of Qualitative Research and “Qual at Scale”.
Key Takeaways:
- A new perspective on what good qualitative research is.
- A new perspective on where “Qual at scale” data collection tools fit into the toolkit.
Many of us come from years of training, education and traditional practice that gives us a better perception of what AI simply cannot do that humans can. It addresses three main tensions: Replacement, Uselessness/ Under-appreciation and Professional Growth Hindrance.
We will explore these limitations of AI within qualitative research. The research project that helped propel a reframe of its role. And how that reframe can help AI’s limitations become a source of partnership, not friction.