FlexMR is proud to be presenting the results of an innovative AI experiment, conducted with the Year of Joy community at ESOMAR Connect 2025 in Milan. Join FlexMR CEO Paul Hudson for a deep dive into AI-generated insights on the uniquely human phenomenon of joy on Thursday 26 June.

Paul will share an updated version of this innovative paper, first debuted at ESOMAR Congress in 2024. It showcases how the 3,000+ member strong Year of Joy has been exploring what it means to lead a joy-filled life, plus ways in which we can bring more joy to ourselves and others. But understanding the meaning of joy, the barriers to it and the ways in which brands can use it to drive impact are inherently emotive and subjective questions.

In this case study, we present how FlexMR and The Art and Science of Joy utilised second-generation AI to summarise and structure insights into highly sensitive and personal topics that can empower or act as a barrier to joy – including mental wellbeing, belonging and human connection.

We’ll share the process of setting up and running an ongoing community analysis aided by AI tools, plus best practice for handling large volumes of sensitive information. We’ll also share the analysis results, and how brands can utilise insight into joy as a driver in marketing & customer experience. So join us to learn:

• The drivers of joy sourced from over 3,000 participants across the globe
• An innovative AI method for exploring and analysing unstructured community data
• How you can actively encourage more joy in your day-to-day life
• What the future holds for qualitative research at scale

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