Qualitative research, in their first impressions, seemed to occupy two almost contradictory areas. On the one hand, they had questions about innovation and futuristic tools—AI, emerging tech, and methods for exploring new types of data. On the other hand, I picked up on a sense of surprise and curiosity at how refreshingly grounded, traditional, almost authentic, the practice is—talking to people, listening, and making sense of their stories. The notepad and pen, and the AI transcript; fieldwork, and the digital frontier.

It reminded me of how this tension—between tradition and innovation—mirrors the broader cultural moment we’re in. One where we are simultaneously embracing the future while negotiating our relationship with the past. And how qualitative research, in its ability to mix both, may be the ideal tool for engaging with it.

Culture in flux: bridging the past and future

It may seem trite to say that qualitative research’s tension is a mirror of our times—it may be a product of it as much as it is a reflection of it; much of culture holds this tension—but through the discussions, I could see how this tension is heightened. Qualitative research is rooted in timeless human practices—listening, observing, interpreting. But also sits at the sharp-end of innovations that, though powerful, can sometimes feel distinctly ‘unhuman’—AI, automation, synthetic data. It’s a tension reflected in broader cultural shifts. 

We’re in a moment of flux, where rapid change prompts us to revisit, explore and reimagine older ideas to navigate new realities. Qualitative research, itself a mix of old and new, and ideal for capturing nuance, can help us understand the complex and often contradictory attitudes and behaviors that emerge from this shift.

A few examples:

Cultural nostalgia and futurism. In global pop culture, people are drawn, at the same time, to nostalgic ideas and futuristic ones. Take the resurgence of country music and Americana aesthetics, both steeped in tradition yet reimagined to resonate in our globally less-America-centric world today. Similarly, reboots of classic TV shows blend familiar narratives with contemporary themes. The symbols of the past are used to speak more powerfully about the present.

The clamour for both digital and real. As our lives become more digital, there’s a counter-trend towards the tangible and real. We crave physical connections and community alongside the speed and convenience of digital experiences.

Authenticity and innovation in brand stories. Brands like Coca-Cola or Levi’s balance their heritage with innovative campaigns, such as Levi’s sustainability-focused lines or playing with fixed, singular histories to reveal more multifaceted and fluid narratives—drawing on their roots while staying relevant.

Global flavours, local plates. Traditional food tourism, where travelers sought out authentic dishes in far-off destinations, is shifting according to some experts. Today, the most exciting culinary experiences come from hyper-local spots where global flavors meet local traditions. Chefs blending their cultural heritage with local ingredients and techniques, creating new, dishes that reflect both their roots and their adopted homes. 

Why qualitative research is ideal now

In today’s cultural flux, qualitative research is well-suited to explore these tensions. Its ability to balance tradition with innovation helps it capture complexity. To make the most of qualitative research now, we might need to embrace contradictions—using research approaches that hold onto these cultural tensions rather than trying to resolve them. This can lead to richer insights and more compelling brand stories, allowing brands to address the dual nature of some desires, for example, convenience and genuine connection.

It might also involve research that carefully balances speed with depth—using methods that capture both the fast pace of digital life and the slower, more grounded moments. Qualitative research offers a powerful way to navigate the complex contradictions of our time.