Total Credits: 2 including 2 Advance Credits
Heartland Chapter Event: The Evolution of AI June 12, 2025 | 9:30–11:30 AM CT AI is no longer a distant possibility—it’s here, and it's transforming the way we work. Join us for a dynamic two-hour session where we’ll explore how AI is reshaping qualitative research—one insight at a time. We’ll kick things off with an open discussion on how attendees are actually using AI today, and the real impact it’s having on our practices. Then, get ready for two thought-provoking presentations: 1. Abby Leafe shares “Human-ish: Tech & the Moderator of the Future”—fresh off winning Best Paper at the QRCA Worldwide Conference in Berlin. 2. Corette Haf follows with “If You Can’t Beat Them, Join Them – Can AI and Qualitative Research Collaborate?” offering a sharp, strategic look at the future of AI-human synergy. Each talk includes time for Q&A, and we’ll wrap with a lively group discussion on where we go from here. Whether you’re cautiously curious or fully AI-empowered, this event will leave you inspired and ready to evolve. Let’s navigate the future—together.
Abby Leafe has been a qualitative researcher for more than 20 years, having started her career in advertising. In fact, a brief stint in graduate school was enough to make her run screaming from academia and she is forever grateful to the helpful headhunter who told her that, in fact, people will pay her to do research. Since 2014, she has been the principal of New Leafe Research, a full-service qualitative research conultancy, working with clients across a diverse array of industries, weaving in new technologies and time-tested best practices to connect deeply and authentically with consumers.
Corette Haf is a trailblazer in South African marketing research, with over 30 years of experience and a pioneering role in bringing online qualitative research to the region. She founded the qualitative division at Research Surveys (now Kantar), led Lintas:Namibia as Managing Director, and has run her own specialist consultancy since 1993.
An expert in customer insight and digital qualitative methodologies, Corette is a Certified Customer Journey Architect and an active member of the QRCA, where she has served on the board and received the 2018 President’s Award.
She’s spoken at major conferences locally and abroad and holds a BA Honors in Industrial Psychology from Rand Afrikaans University (now the University of Johannesburg).
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