Field notes — Research, ideas & perspectives

What a Good Study Brief Looks Like (Free Generator)

A study brief is the document that decides whether a piece of research will be any good, long before the first interview. It sets the decision at stake, the objectives, who gets interviewed, and the questions they are asked. Here is what a strong study brief contains, and how our free study brief generator writes one for you in a few minutes.

By Lydia Bellahouel, CEO and co-founder of Verso

IIEX Europe 2026: AI Qualitative Research in Amsterdam

We spent three days at IIEX Europe 2026 in Amsterdam, and one thing was clear across the floor: AI-moderated research has stopped being a novelty and become the baseline. The interesting question now is what gets built on top of it. Here is what stood out to us on AI qualitative research, the convergence of qual and quant, and the rush toward synthetic consumers.

By Lydia Bellahouel, CEO and co-founder of Verso

Behaviour of the month, June 2026 : How Gen Z Actually Decides to Buy, and Why Your Brand Is Barely in the Room

When Gen Z decides to buy, the brand is almost absent from the final decision. In our study with Discurv, the choice gets made by seeing the product used by someone with a similar body and life, then checked against Reddit threads, YouTube try-ons, and customer reviews. Here is what that pattern means for how you research the buying journey.

Building a company that never sleeps

Verso was invited on the main stage at OpenAI's event during VivaTech to talk about building an AI-native company that never sleeps. It means a qualitative research platform built around AI from day one, running 200 interviews overnight, so progress never stops when the team steps away.

Gen Z doesn't have a short attention span. Their attention is conditional.

We spent the last weeks asking 550 young people in France how they actually pay attention on social media. The answer breaks most of what brands assume about Gen Z. We ran the whole study with Discurv, presented it in a live webinar, and turned it into a white paper you can download now. Here is the replay and the short version.

AI in Consumer Research: Women in Research Recap

Four senior researchers on how AI reshaped consumer insight in 2026: faster qualitative, sharper judgment, and why method now matters more.

Webinar | Capturing Gen Z's attention: what brands need to understand to exist in their feed

Gen Z attention isn't short, it's conditional. A joint Verso x Discurv webinar on June 18th unpacks 5,000 quant respondents and 50 AI-led video interviews to show when young audiences actually tune in, and what makes them leave. Hosted by Lydia Bellahouel (Verso) and Charlène Canal (Discurv).

Verso, Sponsor of the next Women In Research event !

Verso is proud to sponsor the next Women in Research Paris event on June 11. The room comes together for an conversation on where qualitative research is heading: which AI workflows actually earn their keep, how to turn insights into decisions, and when depth still beats volume.

Resources

What a Good Study Brief Looks Like (Free Generator)

IIEX Europe 2026: AI Qualitative Research in Amsterdam

Behaviour of the month, June 2026 : How Gen Z Actually Decides to Buy, and Why Your Brand Is Barely in the Room

Building a company that never sleeps

Gen Z doesn't have a short attention span. Their attention is conditional.

AI in Consumer Research: Women in Research Recap

Webinar | Capturing Gen Z's attention: what brands need to understand to exist in their feed

Verso, Sponsor of the next Women In Research event !