Jack Ramsay from Visionslive talks to Ilka Kuhagen at the Qualitative 360 event in Istanbul. Connect with Ilka on Twitter @ilkakuhagen. Check out the public twitter list here: vl.io/1lWpCYb & further interview statistics here: vl.io/1hNFqKa Jack (0:07): Hello and welcome to qualitative 360 in Istanbul. I'm delighted to be joined by Ilka Kuhagen. Ilka, would you like to give us a brief introduction to yourself? Ilka (0:17): Sure! Thank-you for having me! My name is Ilka Kuhagen from IKM, we conduct qualitative research in Europe and have co-founded the think global online qualitative research moderator network. We can handle qualitative research around the world. This conference is especially interesting for me to gain insights about qualitative research in this part of the world. Its also interesting to see the rapidly changing trends in the industry, such as online qualitative research and mobile qualitative research. There are so many interesting topics. Jack (1:06): Brilliant! Can you tell us a little bit more about Turkey's relationship with Qual and how this has developed? Ilka (1:16): Honestly, I cant tell you. I took the opportunity to travel here to foster a stronger relationship. Turkey is a country that is being asked more and more to participate in global research. It was great to exchange thoughts with Turkish moderators. Jack (1:47): Obviously you are a figure head in Market Research, i'm interested to know what kinds of trends you are seeing occurring in qual that are catching your eye? Ilka (2:09): It has been fascinating to hear about the supergroups at this conference so far, co-creation with people outside of the industry is really exciting. I believe the future of qualitative research lies with these supergroups and co-creation. I've also been fascinated in how the patient journey is now the growing focus of healthcare research. Jack (3:23): So you really feel that healthcare is the industry where MR qual is being utilised fully? Ilka (3:30): I think its been used before and it hopefully will be used in the future, but what is interesting is in how it is reorienting towards the patient journey to get answers. We are now trying to understand what is going on behind the scenes. Jack (4:12): Fascinating stuff Ilka! Thanks for joining me and I hope you enjoy the rest of the conference!

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