---
title: Reckitt & FlexMR Highlight New Qual Trends in Greenbook
description: Trends typically emerge and fade away, but there are some that are here to stay - FlexMR's Emily James and Reckitt's Gary Stow discuss three such qualitative trends to which insight experts should pay close attention.
image: https://resources.flexmr.net/hubfs/Marketing_Files/Resources/Image_Cards/emerging_qualitative_trends_article_in_greenbook.png
---

close

## Ready to level up your insights?

Get ready to streamline, scale and supercharge your research. Fill out this form to request a demo of the InsightHub platform and discover the difference insights empowerment can make. A member of our team will reach out within two working days.

close

## Cost effective insights that scale

Quality insight doesn't need to cost the earth. Our flexible approach helps you make the most of research budgets and build an agile solution that works for you. Fill out this form to request a call back from our team to explore our pricing options.

[![FlexMR logo](https://www.flexmr.net/skin/images/images-custom/2b221b67-b091-4584-9017-872ee2ddf960-logo.svg)](https://www.flexmr.net/)

Book a Demo Request Pricing [Contact Us](https://www.flexmr.net/contact/)

Menu

- [Home](https://www.flexmr.net/)
- [InsightHub](https://www.flexmr.net/insighthub/) 
    - [What is InsightHub?](https://www.flexmr.net/insighthub/)
    - [Data Collection](https://www.flexmr.net/insighthub/data-collection/)
    - [Data Analysis](https://www.flexmr.net/insighthub/data-analysis/)
    - [Data Activation](https://www.flexmr.net/insighthub/data-activation/)
    - [Research Templates](https://blog.flexmr.net/topic/survey-templates/)
    - [Information Security](https://www.flexmr.net/insighthub/information-security/)
- [Services](https://www.flexmr.net/services/) 
    - [Our Expert Services](https://www.flexmr.net/services/)
    - [Support & Education](https://www.flexmr.net/services/support-and-education/)
    - [Consultative Services](https://www.flexmr.net/services/consultative-services/)
    - [Insight Delivery](https://www.flexmr.net/services/insight-delivery-services/)
    - [Research Methods](https://www.flexmr.net/methods/)
    - [Sectors We Work With](https://www.flexmr.net/sectors/)
- [About](https://www.flexmr.net/about/) 
    - [About Us](https://www.flexmr.net/about/)
    - [Leadership](https://www.flexmr.net/about/leadership/)
    - [Meet the team](https://www.flexmr.net/about/meet-the-team/)
    - [Advisory Board](https://www.flexmr.net/about/advisory-board/)
    - [Press & Media](https://resources.flexmr.net/tag/press)
    - [Accolades](https://www.flexmr.net/about/accolades/)
    - [Careers](https://www.flexmr.net/about/careers/)
- [Blog](https://blog.flexmr.net/)
- [Resources](https://resources.flexmr.net)
- [Contact](https://www.flexmr.net/contact/)
- [Book a Demo](https://resources.flexmr.net/)
- [Request Pricing](https://resources.flexmr.net/)

- [Home](https://www.flexmr.net/)
- [InsightHub](https://www.flexmr.net/insighthub/) 
    - - [What is InsightHub?](https://www.flexmr.net/insighthub/)
          - [Data Collection](https://www.flexmr.net/insighthub/data-collection/)
          - [Data Analysis](https://www.flexmr.net/insighthub/data-analysis/)
          - [Data Activation](https://www.flexmr.net/insighthub/data-activation/)
          - [Research Templates](https://blog.flexmr.net/topic/survey-templates/)
          - [Information Security](https://www.flexmr.net/insighthub/information-security/)
    - ![Camp InsightHub](https://resources.flexmr.net/hubfs/Website_Files/Images/Navigation/camp_insighthub_nav.png)
      
      Embark on a new adventure. Join Camp InsightHub, our free demo platform, to discover the future of research.
      
      
      
      [Sign Up Today](https://insighthub.flexmr.net/users/new)
    - ![FlexMR InsightHub](https://resources.flexmr.net/hubfs/Website_Files/Images/Navigation/insighthub_screenshot.png)
      
      Read a brief overview of the agile research platform enabling brands to inform decisions at speed in this PDF.
      
      
      
      [Download Brochure](https://resources.flexmr.net/hubfs/Public_Files/InsightHub_Brochure.pdf)
    - ### InsightHub on the Blog
      
      
      
          - [Surveys, Video and the Changing Face of Agile Research](https://blog.flexmr.net/surveys-video-changing-agile-research)
          - [Building a Research Technology Stack for Better Insights](https://blog.flexmr.net/research-technology-stack)
          - [The Importance of Delegation in Managing Insight Activities](https://blog.flexmr.net/delegation-importance-insight-activities)
          - [Common Insight Platform Pitfalls (and How to Avoid Them)](https://blog.flexmr.net/platform-pitfalls-how-to-avoid-them)
- [Services](https://www.flexmr.net/services/) 
    - - [Our Expert Services](https://www.flexmr.net/services/)
          - [Support and Education](https://www.flexmr.net/services/support-and-education/)
          - [Consultative Services](https://www.flexmr.net/services/consultative-services/)
          - [Insight Delivery Services](https://www.flexmr.net/services/insight-delivery-services/)
          - [Research Methods](https://www.flexmr.net/methods/)
          - [Sectors We Work With](https://www.flexmr.net/sectors/)
    - ![FlexMR Services Team](https://resources.flexmr.net/hubfs/Website_Files/Images/Navigation/services.jpg)
      
      Our services drive operational and strategic success in challenging environments. Find out how.
      
      
      
      [Download Brochure](https://resources.flexmr.net/hubfs/Public_Files/Brochures/FlexMR_Services_Brochure.pdf)
    - ![Video Close Connection Programme](https://resources.flexmr.net/hubfs/Website_Files/Images/Navigation/video_services.jpg)
      
      Close Connections bring stakeholders and customers together for candid, human conversations.
      
      
      
      [Read Press Release](https://resources.flexmr.net/close-connections-launch)
    - ### Explore our Practices
      
      
      
          - [Communities Practice](https://www.flexmr.net/insighthub/)
          - [Closeness Practice](https://www.flexmr.net/practices/customer-closeness/)
          - [CX Practice](https://www.flexmr.net/practices/customer-experience/)
          - [Insight Communications Practice](https://www.flexmr.net/practices/insight-communications/)
- [About](https://www.flexmr.net/about/) 
    - - [About Us](https://www.flexmr.net/about/)
          - [Leadership](https://www.flexmr.net/about/leadership/)
          - [Meet the Team](https://www.flexmr.net/about/meet-the-team/)
          - [Advisory Board](https://www.flexmr.net/about/advisory-board/)
          - [Press & Media](https://resources.flexmr.net/tag/press)
          - [Accolades](https://www.flexmr.net/about/accolades/)
          - [Careers](https://www.flexmr.net/about/careers/)
    - ![FlexMR Credentials Deck](https://resources.flexmr.net/hubfs/Website_Files/Images/Navigation/flexmr_credentials.png)
      
      The FlexMR credentials deck provides a brief introduction to the team, our approach to research and previous work.
      
      
      
      [Download Credentials](https://resources.flexmr.net/hubfs/Public_Files/Brochures/FlexMR_Credentials.pdf)
    - ![FlexMR Insights Empowerment](https://resources.flexmr.net/hubfs/Website_Files/Images/Navigation/insights_empowerment.png)
      
      We are the insights empowerment company. Our framework addresses the major pressures insight teams face.
      
      
      
      [Download Brochure](https://resources.flexmr.net/hubfs/Public_Files/Brochures/Insights_Empowerment_Brochure.pdf)
    - ### Latest News
      
      
      
          - [Insight as Art Shortlisted for AURA Innovation Award](https://resources.flexmr.net/aura-innovation-award-2021)
          - [FlexMR Launch Video Close Connection Programme](https://resources.flexmr.net/close-connections-launch)
          - [VideoMR Analysis Tool Added to InsightHub](https://resources.flexmr.net/videomr-launch)
          - [FlexMR Makes Shortlist for Quirks Research Supplier Award](https://resources.flexmr.net/quirksmr-mr-supplier-award-2020)
- [Blog](https://blog.flexmr.net) 
    - - [Latest Posts](https://blog.flexmr.net)
          - [Strategic Thinking](https://blog.flexmr.net/topic/strategic-thinking)
          - [Technology & Trends](https://blog.flexmr.net/topic/tech-trends)
          - [Research Methods](https://blog.flexmr.net/topic/research-methods)
          - [Practical Application](https://blog.flexmr.net/topic/practical-application)
          - [Insights Empowerment](https://blog.flexmr.net/topic/insights-empowerment)
          - [View Full Blog Archives](https://blog.flexmr.net/all)
    - ![FlexMR Close Connection Programme](https://resources.flexmr.net/hubfs/Website_Files/Images/Navigation/close_connection.png)
      
      Discover how to build close customer connections to better support real-time decision making.
      
      
      
      [Build Connections](https://blog.flexmr.net/practical-support-real-time-decisions)
    - ![Market Research Playbook](https://resources.flexmr.net/hubfs/Website_Files/Images/Navigation/market_research_playbook.png)
      
      What is a market research and insights playbook, plus discover why should your team consider building one.
      
      
      
      [Discover Playbooks](https://blog.flexmr.net/market-research-playbook)
    - ### Featured Posts
      
      
      
          - [Five Strategies for Turning Insight into Action](https://blog.flexmr.net/5-strategies-turn-insights-into-action)
          - [How to Design Surveys that Ask the Right Questions](https://blog.flexmr.net/effective-survey-design-guide)
          - [Scaling Creative Qual for Rich Customer Insight](https://blog.flexmr.net/scale-creative-qual-rich-understanding)
          - [How to Measure Brand Awareness: The Complete Guide](https://blog.flexmr.net/measure-brand-awareness)
- [Resources](https://resources.flexmr.net) 
    - - [All Resources](https://resources.flexmr.net)
          - [Client Stories](https://resources.flexmr.net/tag/case-studies)
          - [Whitepapers](https://resources.flexmr.net/tag/whitepapers)
          - [Events & Webinars](https://resources.flexmr.net/tag/events)
          - [The Open Ideas Panel](https://ideas.flexmr.net/auth/sign_in)
          - [InsightHub Help Centre](https://help.flexmr.net/en)
          - [FlexMR Client Network](https://www.linkedin.com/groups/9165407/)
    - ![Insights Empowerment Readiness Calculator](https://resources.flexmr.net/hubfs/Website_Files/Images/Navigation/insights_calculator.png)
      
      The insights empowerment readiness calculator measures your progress in building an insight-led culture.
      
      
      
      [Get Your Score](https://resources.flexmr.net/insights-empowerment-calculator)
    - ![MRX Lab Podcast](https://resources.flexmr.net/hubfs/Website_Files/Images/Navigation/flexmr_podcast.png)
      
      The MRX Lab podcast explores new and novel ideas from the insights industry in 10 minutes or less.
      
      
      
      [Listen Now](https://resources.flexmr.net/mrx-lab-podcast)
    - ### Featured Stories
      
      
      
          - [Specsavers Informs Key Marketing Decisions with InsightHub](https://resources.flexmr.net/specsavers)
          - [The Coventry Panel Helps Maintain Award Winning CX](https://resources.flexmr.net/coventry-building-society)
          - [Isagenix Customer Community Steers New Product Launch](https://resources.flexmr.net/isa-insights)
          - [Curo Engage Residents with InsightHub Community](https://resources.flexmr.net/curo)

![flexmr_resources](https://resources.flexmr.net/hs-fs/hubfs/Marketing_Files/Blogs/Headers/flexmr_resources.png?width=1900&name=flexmr_resources.png "flexmr_resources")

# Resources

## Recent Resources

- Filter By Type

[Press](https://resources.flexmr.net/tag/press)

# Reckitt & FlexMR Highlight New Qual Trends in Greenbook

![GreenBook Published an Article on 3 Qual Trends to Watch](https://resources.flexmr.net/hubfs/Marketing_Files/Resources/Image_Cards/emerging_qualitative_trends_article_in_greenbook.png)

On 3rd October 2022, GreenBook published an article written by FlexMR’s in-house copywriter, Emily James, entitled *[3 Emerging Qualitative Research Trends to Watch](https://www.greenbook.org/mr/market-research-trends/3-emerging-qualitative-research-trends-to-watch/).* With some great insights from Gary Stow, a Senior Associate at Reckitt, this article focussed particularly on the trends of video qualitative insights, experiences, and digital connection.

Looking into the future is always tricky. When discovering new trends, we must try to understand if they are truly impactful and useful trends, or simply fads that will fade away in a matter of months once the novelty has died down. The only way to try and understand the distinction between the two, and what label we put onto potential future trends is to discuss it with other insight professionals and use experience to dictate our actions.

## 3 Emerging Qualitative Research Trends

Insight experts across the industry are watching to discover what innovations arise in the next few years that will expand the reach, influence and efficiency of insights and market research. There’s been lots of innovation and improvements in data collection, analysis and reporting through a variety of channels and technologies, and there are three trends in particular that are worthy of note:

#### Video Qual Insights

Video is being integrated into many aspects of market research, with qualitative research being one of the main beneficiaries. This is one of the biggest opportunities for qualitative research since the insights industry took true advantage of the internet, but previous attempts to include video into qual research have been hampered by a few significant challenges.

#### Experience Over Research

This can be thought of in two ways, firstly by tailoring qualitative research to capture experiences over consumer perceptions. With market research being driven by quantitative surveys and qualitative focus groups, insight experts rely a lot on what consumers say they do rather than what they actually do, so better crafting research experiences to capture the actual consumer experience would be incredibly useful for insightful decision-making.

#### Increasing Digital Connection

This trend has already gained a lot of traction through the pandemic where the world had to increase their reliance on online technologies, but there is still a way to go. As insight experts there are plenty of ways we can increase digital connection in qualitative research, from [injecting creativity](https://blog.flexmr.net/creative-qual-research-methods) into qualitative tools and methods to [redesigning](https://blog.flexmr.net/design-research-for-real-people) research priorities to accurately integrate tactics that boost respondent engagement in market research.

To find out more about these trends to watch and to read the full article, visit the GreenBook website [here](https://www.greenbook.org/mr/market-research-trends/3-emerging-qualitative-research-trends-to-watch/).

## About GreenBook

The [GreenBook](https://www.greenbook.org/)mission is to connect marketers and market researchers with the people, information and ideas that will generate big results for their companies. They serve the market research industry through: Research on the industry (GRIT Publications), IIeX events, Webinars and online training, GreenBook Blog (charting the future of the industry), and the GreenBook Directory, the ultimate guide for buyers of market research.

[View All Resources](https://resources.flexmr.net/)

### For press enquiries

To discuss press and media enquiries please contact Christopher Martin, FlexMR CMO, by email at [chris.martin@flexmr.net](mailto:chris.martin@flexmr.net) or via telephone on 015395 65455.

### Arrange a meeting

We love to meet passionate research and insight professionals. If you'd like to arrange a chat with one of our team at an event we'll be attending, contact Chris Martin by email at [chris.martin@flexmr.net](mailto:chris.martin@flexmr.net) or via telephone on 015395 65455.

### Heading

### Subscribe

Want to be notified when new MRX Lab podcast episodes are published? Subscribe to receive updates and listen around the web using any of the services below.

| [![Listen on Spotify](https://resources.flexmr.net/hubfs/Marketing_Files/Resources/Page_Elements/Listen%20on%20Spotify.png "Spotify")](https://open.spotify.com/show/41uzFHsnjPbOrSIxbU13Vw) | [![Listen on Anchor](https://resources.flexmr.net/hubfs/Marketing_Files/Resources/Page_Elements/Listen%20on%20Anchor.png "Anchor")](https://anchor.fm/flexmr) | [![Listen on Podbean](https://resources.flexmr.net/hubfs/Marketing_Files/Resources/Page_Elements/Listen%20on%20Podbean.png "Podbean")](https://flexmr.podbean.com/) |
| --- | --- | --- |

![](https://www.flexmr.net/skin/images/images-custom/48f118ee-cef9-42d6-b60b-5575d5ac26e3-flexmr_footer.svg)

- [Home](https://www.flexmr.net/)
- [Contact Us](https://www.flexmr.net/contact/)
- [Privacy Policy](https://www.flexmr.net/legal/privacy/)
- [Cookie Policy](https://www.flexmr.net/legal/cookies/)
- [Terms of Use](https://www.flexmr.net/legal/terms-of-use/)

[Follow us on Facebook](https://www.facebook.com/flexmr/)

[Follow us on Twitter](https://twitter.com/_flexmr)

[Follow us on LinkedIn](https://www.linkedin.com/company/flexmr)

[Follow us on YouTube](https://www.youtube.com/c/FlexmrNetOnlineResearch)

[![Grit Top 50 Logo](https://www.flexmr.net/uploads/photo-gallery-include-images/34/44258f4d-7452-40d6-bb23-0e220c8ba21f.png)](https://www.greenbook.org/mr/grit/business-innovation-edition)

[![ISO 27001 Alcumus](https://www.flexmr.net/uploads/photo-gallery-include-images/34/fa89f9b3-d866-43b8-8de0-4a052a9053d8.png)](https://www.alcumus.com/en-gb/certification/iso-27001/)

[![Cyber Essentials Plus Logo](https://www.flexmr.net/uploads/photo-gallery-include-images/34/cba57df6-75a2-4544-9599-dcc0c2f14b79.png)](https://resources.flexmr.net/hubfs/Public_Files/Other/FlexMR_Cyber_Essentials_Certificate.pdf?__hstc=163229475.dde2c3d212762f49b059c9f62e7537a0.1624542718433.1626339489304.1626701624468.7&__hssc=163229475.2.1626701624468&__hsfp=3142549060)

© FlexMR 2021. All rights reserved.

```json
{
  "@context" : "https://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "Emily James",
    "url" : "https://resources.flexmr.net/author/emily-james"
  },
  "dateModified" : "2022-10-03T13:57:53.752Z",
  "datePublished" : "2022-10-03T12:37:29.000Z",
  "headline" : "Reckitt & FlexMR Highlight New Qual Trends in Greenbook",
  "image" : [ "https://resources.flexmr.net/hubfs/Marketing_Files/Resources/Image_Cards/emerging_qualitative_trends_article_in_greenbook.png" ],
  "mainEntityOfPage" : {
    "@id" : "https://resources.flexmr.net/qual-trends-greenbook",
    "@type" : "WebPage"
  },
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "url" : "https://resources.flexmr.net/hubfs/Website_Files/Images/Logos/flexmr_logo_amp.png"
    },
    "name" : "FlexMR"
  }
}
```