Rhys is a Researcher who sits in the Marketing team, where he designs the studies that show what AI-led qualitative research can really do. From Super Bowl ad testing with real viewers to large-scale global brand studies, his work pushes beyond what traditional qual has been able to deliver. Before Conveo, he was Research Manager at Ballpark, a UX, product, and design research SaaS platform, and earlier at Appinio and Zappi. His career has always sat where research meets software, so his perspective is less about agency versus in-house and more about how the best teams use technology to democratise research while keeping rigour intact at scale. Rhys writes about how AI is changing qualitative in practice: where video uncovers what surveys miss, why the gap between what people say and what they do matters more than most teams realise, and how insights leaders can turn richer data into sharper decisions.