Insight from the Insight250: How AI is Impacting Qualitative Research

The Insight250 spotlights and celebrates 250 of the world’s premier leaders and innovators in market research, consumer insights, and data-driven marketing. The awards have created renewed excitement across the industry whilst strengthening the connectivity of the market research community. Winners of the 2024 Insight250 were announced this past September - you can see the full list of Winners at Insight250.com. 

With so many exceptional professionals named to the Insight250, it seems fitting to tap into their expertise and unique perspectives across various topics. This regular series does just that: inquiring about the expert perspectives of many of these individuals in a series of short topical features. 

This edition features Sheryl Brie. As Senior Vice President and Head of Behavioral Qualitative at Behaviorally, Sheryl leads a team of researchers and moderators who specialize in understanding how consumers make decisions. With over 15 years of experience in qualitative market research, she has expertise in uncovering the hidden drivers of consumer behavior and translating them into actionable insights.

I sat down with Sheryl to discuss the evolution of qualitative research and the impact artificial intelligence is having on the discipline. 

Crispin: Congratulations on being named a 2024 Insight250 Winner! Let’s dive right into it: How is AI and innovation impacting qualitative research?

SB: “Thank you so much, Crispin! This recognition is an incredible honor and a testament to the hard work, passion, and curiosity of my team at Behaviorally to help our clients make packaging design decisions with precision to ensure positive business outcomes. I’ve worked in qualitative research for over 15 years, and the pace of innovation in just the last 12 months has been greater than anything I’ve seen in the past decade. At Behaviorally, we’re seeing greater use of AI and technology to enhance the human-centric aspects of qualitative research. For instance, we recently launched GLADYS (Generative Learnings Attitudes and Decisions of Your Shoppers), a tool designed to deliver faster, richer, and more actionable insights to our global clients. GLADYS combines the power of AI with our behavioral frameworks to help uncover deeper themes and motivations in consumer behavior. It’s a game-changer in how we approach qualitative insights.”

Crispin: Your work with GLADYS has been groundbreaking. Can you tell us more about GLADYS and how it fits into this new wave of innovation within our industry?

SB: “Absolutely! GLADYS was built to complement the expertise of our researchers by making it easier to uncover patterns and extract empathy from consumer behavior. Empathy is core to what we do, and GLADYS ensures it remains front and center by helping us identify motivations, friction points, and emotional drivers at scale. She’s also rooted in storytelling—helping us see the bigger picture so we can provide meaningful recommendations.

“At Behaviorally, we use our proprietary 4S framework—Be Seen, Shoppable, Seductive, and Selected—to guide our insights and provide clients the drivers of purchase decisions. The GLADYS technology enriches this process by uncovering key themes and insights from complex data in real-time on a digital platform.”

Crispin: I’ve heard that GLADYS has an interesting backstory. Who is she named after?

SB: “Yes, she does! GLADYS is named after Dr. Gladys West, a brilliant mathematician whose work was fundamental to the development of GPS technology. She exemplifies resilience, intellect, and groundbreaking innovation—qualities that align perfectly with our mission. Just as Dr. West’s work changed how we navigate the world, GLADYS helps us navigate the complexities of human behavior with empathy and insight. It’s a nod to the legacy of trailblazing women who lead with determination and pave the way for others to see the world in new ways. I highly recommend her autobiography to everyone. 

Crispin: As a leader in qualitative research globally, how do you guide your team to embrace such innovation, especially when it involves significant change?

SB: “Leading a team through change means creating an environment where people feel inspired, supported, and ready to explore while also providing them the tools and innovations needed to enrich our work. I emphasize the “why” behind changes, particularly how they help clients achieve better outcomes. My team is naturally curious and thrives on exploring better ways to serve our clients including exploring new technologies. By creating a collaborative environment and fostering trust, we embrace innovation as an exciting opportunity to add value. As Ruth Bader Ginsburg said, “Fight for the things that you care about but do it in a way that will lead others to join you.” That’s how I aim to lead—by motivating others to come along for the journey.”

Crispin: Can you tell us about what’s next for GLADYS and how you envision her growth impacting qualitative research?

SB: “GLADYS is poised to make an even greater impact in the way we help our clients succeed. By 2025, she will operate in multiple languages, enabling us to bring localized insights to our global clients. We are also introducing more projective exercises that can better understand deeper emotional drivers and unmet needs. These advancements will help us go beyond typical consumer research and push into understanding human behavior on a more profound level. These innovations will help strengthen our ability to guide our clients as they refine and launch packaging designs, helping them make smarter, consumer-driven decisions across their markets.”

Crispin: You’ve spoken passionately about the role of empathy in research. How do you maintain this human-centered approach while using AI-driven tools?

SB: “Empathy is at the heart of what we do. AI tools like GLADYS don’t replace the human element—they enhance it. She streamlines complex data analysis, allowing us to focus on the nuances that matter most to our clients. Using AI, we uncover patterns that reveal Barriers or Benefits in a design, but it’s our team’s expertise and empathy that transform those insights into meaningful, client-specific recommendations. The merger of artificial intelligence with human intelligence. With our 4S framework, we ensure every insight we provide helps clients connect with their consumers in a way that feels human and authentic.”

HOT TOPIC – DEI (diversity, equity, and inclusion) in the world of market research 

SB: “In recent years, the role of DEI has become a central focus in many industries, and market research is no exception. Market research serves as a lens through which businesses and organizations understand consumer behavior, preferences, and needs. As such, the methodologies, sample designs, and interpretation of findings carry significant weight in shaping how companies engage with diverse audiences. One of the most critical aspects of incorporating DEI in market research is ensuring that sample populations accurately reflect the diverse makeup of society. Historically, certain groups—whether defined by ethnicity, age, socioeconomic status, or geography—have been underrepresented or excluded from research studies. This lack of representation can lead to insights that fail to resonate with, or even alienate, portions of the target audience. By proactively recruiting and listening to a wider range of voices, researchers can generate more robust, meaningful data that leads to well-informed business decisions.”

TOP TIP

SB: “My top tip is for market researchers to continue to listen closely to client needs and to innovate, innovate, innovate. By doing so, we’ll push boundaries and create a future where qualitative research becomes even more impactful for businesses and consumers alike. My vision is for qualitative research to continue blending human intuition with the latest technological advancements to unlock deeper insights into human behavior. I see innovations, such as GLADYS, helping clients reach new heights in understanding not just consumers but people as a whole. We must keep exploring new methods and storytelling techniques that allow us to build more meaningful connections through research.  This is just the beginning!”

Crispin: Sheryl, thank you for talking to me about how innovation and AI are revolutionizing the field of qualitative research. It’s clear that, by integrating cutting-edge technologies and embracing innovation, market researchers can achieve faster, deeper insights while maintaining the critical human-centered approach that defines this discipline.  Qualitative research has an exciting future!