Qual360 is the only international congress event to specialize in qualitative market research. At this year’s congress in Berlin, the international qualitative research scene again showed itself from its innovative side – for example with papers on the integration of classic focus groups and online interviewing in a compact session, the use of improvisational theatre techniques for workshops or the Sceno Play Test for market research with children (contribution of concept m).

concept m also had the honour to invite the participants who already arrived on the evening before the conference to a get-together reception in the AlltagsStudio. This allowed insights to be given into the research settings of the AlltagsStudio, which have been used with success over the past 5 years. It was a sociable evening with exciting conversations and rich sharing of experiences.