Looking back on a successful day at MIE 2025: Innovation, inspiration and a packed hall!

The interest in our latest innovation – a combination of classic qualitative research with a state-of-the-art software tool that makes it possible to have conversations with a virtual audience via synthetic data – was overwhelming.

The aim of our presentation was to provide critical reflection from the perspective of the qualitative researcher: how do you deal with a virtual audience in an in-depth interview? Can traditional moderation skills be applied, or do they need to be adapted? And what about potential bias and limitations? But above all: where do the opportunities lie?

We conducted a fascinating case study for Lamb Weston that allowed us to show how AI-driven virtual audiences can yield deeper consumer insights.

Lamb Weston itself reflected positively on the pilot. They were sceptical, but curious about the possibilities of virtual audiences. The pilot study into snacking behaviour in France showed how rich and layered this method is. The AI-driven personas not only provided answers, but also added nuances and context, creating an in-depth and human image.

The discussions were lively, the questions from the audience critical and interested – exactly what you want with a subject that affects the future of research!

And the icing on the cake? Our stand on the exhibition floor was the place to be! Visitors could try out our tool for themselves and have a chat with the talk-of-the-town from a popular dating show: Monique, the mother of Mike from ‘Winter vol Liefde’, who had been brought to life for the occasion as an AI persona or ‘digital twin’.  Fans could even have their photo taken with her!

In short, it was a day full of innovation, insights and interaction. We are already looking forward to the next step in this exciting journey!

And for those who missed it, we have been rewarded with a place in the line-up of Best of MIE 2025 – an online event in June, where the highest rated presentations will once again be given the right of way (https://datainsightsnetwork.nl/events/best-of-mie-i-online), or sign up for our own Webinar on 13 May via and keep an eye on our newsletter or website.