A scan of market research news feeds would lead you to believe that research as we know it is, if not dead, terminal. ResTech is taking over, data science replete with artificial intelligence and machine learning will replace researchers, primary research is no longer needed to divine the present or even the future. Fortunately, nothing could be further from the truth. Research expenditure patterns may be changing but they are doing so in a way that opens up new opportunities and places us even closer to the center of strategic decision making. Nowhere is this more true than in qualitative research. Come and find out why!