News | Quirks Chicago | April 2025

Quirks Chicago 2025: Big Ideas, Real Talk & A Whole Lot of Heart 

Screenshot 2025-04-09 093855

Just touched back down from Quirks Chicago and wow—still buzzing. 
 
There’s always something special about being in a room full of people who get it. Who are asking the same big questions: 
How do we keep insights impactful in a world moving faster than ever? 
What’s the role of AI without losing the human lens? 
How do we actually make things simpler for consumers—and for ourselves? 
 
Quirks Chicago 2025 wasn’t just inspiring—it felt real. Open. Energizing.

So here’s my recap of what stood out and what’s sticking with me:

 

1. AI Is Changing the Game—But It’s Not the Whole Game 

Let’s be honest: AI was everywhere. On slides. On stage. In every booth. 
 
But what I loved this year is that we’re past the hype—we’re in the “how do we use this responsibly and creatively?” era. 
 
From MilkPEP’s Kikke Riedel sharing how AI is expanding their “aperture” for creative inquiry, to Cambri’s Sid Power showing how predictive models can help pre-validate concept success—it’s clear AI is helping us move faster, explore broader, and think bolder. 

But it’s not replacing us. It’s augmenting us. 


The phrase that kept coming up? "AI + Human" — not AI versus human.

 

1743699874350

2. Qual Is Having a Moment (and Deserves It)

The panel that hit hardest for me? “Talk to Me: Unlocking the Power of Human Connection in Research.” 

Moderated by Ron Raskin and featuring insights legends like: 
- Lindsay Klindt (Kraft Heinz) 
- Kristin Sutton (MLB) 
- Erik C. (Daisy Brand) 
- Andrea B. (PepsiCo) 
- Rachel Wall Jaiven (Dreyer’s Grand Ice Cream) 
 
It was such a great reminder that in this data-saturated world, it’s the human voice that brings everything to life. 
 
“The consumer voice through qual is the flesh and blood to the bones of the data.” 
 
That one hit me right in the researcher soul. It’s not about numbers alone—it’s about stories, nuance, and emotion that drive actual decisions. 

 

1743963882828

3. Brave Thinking, Fast Moves: Simply Pop 

One of the freshest case studies came from The Coca-Cola Company and BAMM on the launch of Simply Pop—a new player in the prebiotic soda space. 
 
They moved like a startup, challenged assumptions, and reframed the whole category. They proved that even in a crowded space, there’s room to win if you lead with clarity, creativity, and consumer-first thinking. 

 

4. The Cheez-It Smoked Case Study: Crunch Meets Co-Creation 

This one was fun. Kellanova and Reach3 Insights showed how they used SMS-based qual, video, and photo inputs to co-create Cheez-It Smoked—from flavor territories to final pack design. 
 
Scott Healy and Jonathan Dore walked through how fast, mobile-first research can feel personal, actionable, and downright snackable. Bonus: I got a box of Smoked Gouda Cheez-Its out of it. Real-time ROI. 

 

1743628061718

5. Emotion, Nostalgia & Measuring Meaning 

The J&J Snack Foods + quantilope session on Quantifying Nostalgia? So good. 
 
Kimmra Hingher and Monica Horowitz walked through how beloved brands like Dippin’ Dots and ICEE stir up deep emotional ties—and how those feelings can be measured and translated into meaningful brand value. 
Meanwhile, Discover.ai and Human Flourishing Lab flipped the script: maybe people don’t feel nostalgic and then sad… maybe sadness makes them reach for nostalgia. 
Such a cool lens into Gen Z’s retro revival and what they’re really looking for. 
 

Other Quirk Hits I Loved

  • Prodege + Qunol reminded us that agility ≠ DIY—it’s about working smarter with your partners.
  • A panel with Colgate-Palmolive, Mars, Kraft Heinz, and Veylinx nailed the balance of AI and human insight—it’s not a competition.
  • My friend Sid Power brought the energy (and the proof!) for how better data = better launches.
  • Everyone’s talking about simplicity—not just in insights, but in messaging, testing, and tools. 

 

Final Thoughts 

If I had to sum it all up?
More humanity. Smarter tools. Clearer impact.

This year’s Quirks felt like a turning point—not just in how we work, but how we feel about the work. It’s exciting, it’s evolving, and most importantly—it’s deeply human.

Thanks to everyone who shared ideas, stories, and honest conversations. It’s these kinds of events that remind me why I love this industry. Not because of the tech. Not because of the templates.

But because of the people.

Let’s keep building forward—with empathy, curiosity, and a little audacity too.

See you at the next one.

— Tasneem Dalal, Customer Success Director

ABOUT PRODUCT HUB 

In today's fast-paced consumer landscape, the demand for rapid and efficient product innovation is more pressing than ever. Recognizing this, MMR Research has leveraged its 35-year legacy in product testing to introduce Product Hub—a platform designed to democratize robust product testing, making it accessible and cost-effective for a broader spectrum of market players.

More from Product Hub

Loading

Loading more news...