What if the very process we use to make research clear, empathetic and actionable is also making our understanding of people less true?

In this webinar, Jaime Solórzano, LATAM Regional Manager & Global Head of Insights at Q2Q Global, revisits his award-winning ESOMAR Congress research into financial anxiety. Drawing on in-home ethnography across Mexico, the US, Spain and the UK, Jaime shows how contradiction, shame, secrecy and household power can disappear as messy human experience moves from fieldwork to the final insight deck.

You’ll see what happens when the same research is interpreted in two different ways, through a conventional insight deck and through a Complexity Map designed to preserve the tensions we normally smooth away. Jaime will also introduce the Insight Compression Test, a practical five-question tool for spotting what has been over-edited before insight becomes strategy.

Join us on 15 October 2026 at 4pm CEST to discover why better qualitative research may depend not on simplifying people more effectively, but on being more careful about what we simplify away.