--- title: "Reflecting on QRCA 2026: AI, Human Insight, and The People Who Make Qual Work" description: A reflection on QRCA 2026, exploring how qualitative market research can integrate AI while preserving human insight, emotional nuance, and brand trust. image: https://blog.mdrginc.com/hubfs/stephen-crane-nEcLISzSrlc-unsplash.jpg --- [![resized-transparent-logo](https://blog.mdrginc.com/hs-fs/hubfs/resized-transparent-logo.png?width=135&height=40&name=resized-transparent-logo.png "resized-transparent-logo")](https://www.mdrginc.com/) - [Who We Are](https://www.mdrginc.com/who-we-are/) - Who We Are - [Our Team](https://www.mdrginc.com/who-we-are/) - [History](https://www.mdrginc.com/who-we-are/history/) - [What We Do](https://www.mdrginc.com/what-we-do/) - Industries - [Healthcare](https://www.mdrginc.com/what-we-do/healthcare-market-research/) - [CPG](https://www.mdrginc.com/what-we-do/cpg-industry/) - [Finance](https://www.mdrginc.com/what-we-do/finance-industry/) - [Media and Communications](https://www.mdrginc.com/what-we-do/media-and-communications/) - 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[CPG](https://www.mdrginc.com/what-we-do/cpg-industry/) - [Finance](https://www.mdrginc.com/what-we-do/finance-industry/) - [Health](https://www.mdrginc.com/what-we-do/healthcare-market-research/) - [Media and Communications](https://www.mdrginc.com/what-we-do/media-and-communications/) - [Utilities](https://www.mdrginc.com/utilities/) - Research & Strategy - [Qualitative](https://www.mdrginc.com/what-we-do/qualitative-research/) - [Quantitative](https://www.mdrginc.com/what-we-do/quantitative-research/) - [Brand Strategy](https://www.mdrginc.com/brand-strategy) - [Product Innovation](https://www.mdrginc.com/sensory-product-research-offerings) - [AI Solutions](https://www.mdrginc.com/what-we-do/ai-solutions/) - Back - [How We Do It](https://www.mdrginc.com/how-we-do-it/) - Whole Mind Approach ™ - [Whole Mind Approach ™](https://www.mdrginc.com/how-we-do-it/) - [System 1](https://www.mdrginc.com/how-we-do-it/system-1) - [System 2](https://www.mdrginc.com/how-we-do-it/system-2) - [Behavioral Science](https://www.mdrginc.com/how-we-do-it/behavioral-science) - [System Process](https://www.mdrginc.com/system-process/) - Products - [Brand Tracking](https://www.mdrginc.com/how-we-do-it/brand-tracking/) - [Brand Health Score](https://www.mdrginc.com/brand-health-score) - [Product Innovation Pipeline](https://www.mdrginc.com/how-we-do-it/product-innovation-pipeline/) - [Insights Assessments](https://www.mdrginc.com/cx-insights-assessment-offering/) - [HX Index](https://www.mdrginc.com/healthcare-experience-hx-index) - Capabilities - [Advertising](https://www.mdrginc.com/advertising-research) - [Brand Research](https://www.mdrginc.com/brand-research-2) - [Product Development](https://www.mdrginc.com/product-research) - [Customer Experience](https://www.mdrginc.com/customer-experience-research) - Back - [Our Work](https://www.mdrginc.com/our-work/) - [Blog](https://blog.mdrginc.com/) - [Case Studies](https://blog.mdrginc.com/case-study) - [Thought Leadership](https://www.mdrginc.com/our-work) - [Resources](https://www.mdrginc.com/our-work/resources/) - [Podcast](https://www.mdrginc.com/our-work/mdrg-healthcare-podcast/) - Back [Contact Us](https://www.mdrginc.com/contact/) [Contact Us](https://www.mdrginc.com/contact/) Topic: [Market Research](https://blog.mdrginc.com/tag/market-research) [Qualitative Research](https://blog.mdrginc.com/tag/qualitative-research) [Brand Strategy](https://blog.mdrginc.com/tag/brand-strategy) # Reflecting on QRCA 2026: AI, Human Insight, and The People Who Make Qual Work by [Margaret Fletcher](https://blog.mdrginc.com/author/margaret-fletcher-mdrg) Feb 12, 2026 1:29:13 PM Last week, I had the chance to attend the [QRCA](https://www.linkedin.com/company/qualitative-research-consultants-association/posts/?feedView=all) 2026 Annual Conference in San Antonio. The conference sparked conversations about AI, culture, trust, and the role of human connection in research. > These conversations reflected a common theme: How do we adopt new tools while protecting what makes insights credible, creative, and uniquely human? > >   ## **Integrating AI While Keeping Insight Human** One session that stayed with me was "Human-First Insight in an AI World: Your Quick-Start Guide to Future-Proofing Qualitative Research" with [Susan Saurage-Altenloh, PhD](https://www.linkedin.com/in/susansauragealtenloh/). The discussion focused on how AI already supports many parts of the research process, such as organizing information and accelerating initial analysis. Alongside those benefits, the presenter identified a key risk called **“flattening.”** When outputs become overly polished through AI analysis, emotional intensity softens, and contradictions fade. Insights are less reflective of real experience. Some parts of our work benefit from automation, but interpretation, emotional context, and narrative building depend on human judgment. Nuance drives great insights—and it can't be automated. ![](https://blog.mdrginc.com/hs-fs/hubfs/undefined-Feb-12-2026-05-33-49-1271-PM.png?width=565&height=565&name=undefined-Feb-12-2026-05-33-49-1271-PM.png)   ## How Consumer Trust Forms and Fractures Similar themes emerged in "It's Not Me, It's You: Why Consumers Are Breaking Up With Brands," led by [Ally Johnston](https://www.linkedin.com/in/ally-johnston/) and [Marta Villanueva](https://www.linkedin.com/in/martavillanueva/). The session explored how consumers relate to brands during periods of uncertainty. When the world feels unstable, consumers lean on brands that reflect their values for emotional grounding. When brand actions feel inconsistent, that emotional connection is fractured. The presenters pointed to Dove as a clear example. Many consumers associate the brand with its long-standing ["Real Beauty"](https://www.dove.com/us/en/campaigns/purpose/real-beauty-pledge.html) campaign, building a platform around inclusivity and self-acceptance. In 2017, Dove faced backlash after releasing an ad that was widely perceived as racially insensitive. > Dove’s decision to pull the ad, take accountability, and reaffirm its values helped repair trust because it aligned with the values consumers already believed the brand represented. > > This discussion reinforced the importance of qualitative research in uncovering emotional context. Feelings, expectations, and personal meaning often explain why people stay loyal or decide to walk away.   ## Qual Community Building in Real-Time Some of the most memorable moments of the week happened outside the session rooms. I'm grateful that I had a chance to connect with fellow Young Professionals Grant recipients over lunch. Our conversations were grounding, energizing, and inspiring. Each new connection reminded me how much this field thrives on curiosity, connection, and shared excitement for our work. ![](https://blog.mdrginc.com/hs-fs/hubfs/undefined-Feb-12-2026-05-33-49-4771-PM.png?width=567&height=465&name=undefined-Feb-12-2026-05-33-49-4771-PM.png)   ## The Road Ahead Many of these conversations echoed questions my team often considers as we incorporate AI tools into our work at MDRG: How do we responsibly leverage new technology? Where does automation help, and where does human judgment carry the most weight? This perspective has guided as we explore AI-moderated interviews, synthetic data testing, and platforms that support synthesis and analysis. QRCA 2026 captured a field in motion. As qualitative research continues to evolve, the value of our work will depend on embracing technology while staying anchored to the real, human voices behind the data.   ### **Want to learn more?** [**Connect with Margaret on LinkedIn**](https://www.linkedin.com/in/margaret-fletcher-19b348198/)or[**contact MDRG today**](https://www.mdrginc.com/contact/?_gl=1*1m2uj9h*_gcl_au*MTY2MTQzMTUyNS4xNzY2MDkyMDcx*_ga*MTYwMjUyMDMxNi4xNzUwNDU2NjY1*_ga_C3C7FSVHS8*czE3NzA4MzM3NjEkbzE3NCRnMSR0MTc3MDgzMzc3NyRqNDckbDAkaDExNDEyNTExNDQ.)**.** Are you eager to stay ahead of the curve in your industry? 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[DOWNLOAD NOW](https://info.mdrginc.com/landing-page-improving-insights-a-guide-to-getting-actionable-results-from-market-research) We are America's Favorite **Homestay for Foreign Students!** Start your **student homestay** adventure with us today and find out why international student's from all over the world love AmeriStudent. ## More blogs on this topic: [What Summer Beverage Launches Reveal About Consumer Behavior](https://blog.mdrginc.com/what-summer-beverage-launches-reveal-about-consumer-behavior) [Why Healthcare Systems Must Rethink Their Website Experience](https://blog.mdrginc.com/why-healthcare-systems-must-rethink-their-website-experience) [Trust is a Team Sport: Reflections on HMPS 2026](https://blog.mdrginc.com/trust-is-a-team-sport-reflections-on-hmps-2026) [Healthcare AI In 2026: What's Working, What Isn't, And What's Next](https://blog.mdrginc.com/healthcare-ai-in-2026) - [Core Competencies](https://www.mdrginc.com/what-we-do/core-competencies/) - [Careers](https://www.mdrginc.com/who-we-are/) - [How We Do It](https://www.mdrginc.com/how-we-do-it/) - [Contact](https://www.mdrginc.com/contact/) - [Blogs](https://blog.mdrginc.com) [![MDRG](https://blog.mdrginc.com/hs-fs/hubfs/raw_assets/public/MDRG_June2021/images/footer-Logo.png?width=182&height=589&name=footer-Logo.png "MDRG")](https://www.mdrginc.com/) - - - - New Orleans, LA 70112 - [(504) - 821 - 1910](tel:(504)%20-%20821%20-%201910) - [info@mdrginc.com](mailto:info@mdrginc.com) © MDRG inc. 2021. 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