We’re still buzzing from the incredible energy and insight at the 2025 Quirk’s Event in New York—what an exceptional opportunity it was for Q2Q Global to exhibit and connect with the research community! From engaging with industry leaders to discovering cutting-edge approaches in consumer behaviour and fieldwork, the conference delivered inspiration and connections at every turn. For us, it was more than just attending—it was about bringing our Q2Q Global spirit to life, showing how we explore market research and its fieldwork across 60+ countries around the world to uncover the cultural nuances that solve our clients’ toughest challenges.
In true explorer fashion, we invited attendees to join a playful quest for “hidden treasure.” Every visitor to our booth received a scratch-card with the chance to win a variety of prizes, each designed to spark a smile and start a conversation. The grand prize—a state-of-the-art pair of SONY noise-cancelling headphones—remained elusive throughout the event. To ensure it found a deserving new home, we did what any fair and fun-loving explorer would do: we placed all the cards into a raffle box and drew a winner at random. The moment was captured on video, see it below!
Congratulations to Lisa Kumpula from Key Lime Interactive for winning the SONY Wireless Noise Cancelling Headphones!
The cheers and laughter that followed were a perfect reflection of what Q2Q Global is all about—connecting people, uncovering valuable insights, and making the journey as memorable as the destination. Whether we’re in Chile, Canada, or the Caribbean, our mission is the same: to help brands navigate new markets, reveal authentic stories, and turn cultural understanding into meaningful business growth.
In essence, the 2025 Quirk’s Event in New York offered a compelling mix: bold methodologies and human touchpoints, unified by the mission of turning consumer insight into brand advantage. Whether you’re a marketer, researcher, or insights strategist, these sessions serve as compelling reminders that successful brands are built not just on market data—but on understanding the heart of the consumer.
Here were my top 10 talks!
- “Beyond the basics: Leveraging consumer insights for game-changing brand creation” – Suntory Global Spirits
This presentation spotlighted how deep consumer insight—not surface-level trends—can fuel truly transformative branding. By tapping into nuanced behaviours and emotional triggers, insights become the engine that elevates brand creation.
- “The closeness code: From distance to depth – Reckitt’s consumer closeness journey” – Reckitt
Reckitt shared their journey to bridge the empathic gap: transitioning from impersonal, aggregated data toward meaningful, intimate consumer understanding and creating relevance through depth of connection.
- “From gut feel to ground truth: How AI is reshaping customer insights” – CanvsAI, Udemy:
This session explored AI’s swath of potential—from sentiment analysis to real-time feedback interpretation—demonstrating how data-led insights are replacing intuition at scale.
- “Be seen in seconds: How Mondelez wins at-shelf with impactful pack designs” – Mondelēz International: Behaviorally
Focusing on pack design, Mondelez illustrated how insight-driven visuals can capture attention instantly. Using behavioural science, they decoded what draws shoppers’ eyes and influences shelf impact.
- “Influencer or icon? Decoding the power of fame in the beauty industry” – aytm, Revlon:
This presentation dissected fame’s influence—how icons and influencers shape consumer perceptions and decisions. Leveraging consumer data, they mapped fame-driving pathways among beauty shoppers.
- “Beyond words: How creative research captures what people can’t say” – GoodQues, Bayer:
GoodQues and Bayer shared creative techniques—like imagery, metaphors, and evocative scenarios—that allowed participants to express deeply rooted attitudes they might not articulate verbally.
- “Closing the say–do gap: Unlocking ROI with true in-the-moment insights” – Haleon, QualSights:
Addressing a critical challenge, this talk centred on capturing behaviour in real-time rather than recall-based surveys. The result? Richer, more accurate insights that link directly to ROI.
- “Gen Z adulting: A generation in transition and why it matters for brands” – MarketVision Research :
A deep dive into Gen Z’s shifting identity and expectations. The presenters unpacked what “adulting” means to this cohort and how brands can resonate with their evolving realities.
- “How T-Mobile optimizes storytelling in the age of AI” – Knit, T-Mobile:
T-Mobile showed how AI helps tailor narratives across touchpoints—making storytelling both scalable and emotionally resonant through personalized, insight-informed messaging.
- “The influencer effect: What really drives people to buy” – Qrious Insight:
Qrious peeled back layers to uncover what truly influences purchasing. Beyond follower counts, they honed in on credibility, relevance, and emotional resonance as key levers of influence.
