Tapestry Appointed New Qualitative Research Lead
The research firm has hired Phil Heuring to oversee its North American qualitative strategy and operations.
Updated on Sept. 21, 2026 in People
Tapestry has appointed Phil Heuring as its new head of qualitative research for North America. The move aims to improve how the firm integrates qualitative insights with its existing quantitative research capabilities.
Why it matters
The hire signals a strategic effort by Tapestry to bridge the gap between qualitative and quantitative data methodologies. Strengthening this integration is a common priority for firms seeking to offer more comprehensive consumer behavior analysis.
The appointment follows Screen Engine/ASI’s acquisition of Tapestry in 2021. Phil Heuring joins the firm after spending 10 years at Greenberg.
The players
Tapestry
A research firm specializing in consumer insights that operates as a subsidiary of Screen Engine/ASI.
Phil Heuring
An experienced researcher and former senior vice-president at Material who now leads Tapestry's North American qualitative research.
Screen Engine/ASI
A research and analytics firm that acquired Tapestry in 2021 to expand its market intelligence capabilities.
The details
Phil Heuring moves to Tapestry from Material, where he served as senior vice-president of qualitative insights. In his new role based in the Bay Area, he will lead qualitative research initiatives across North America to support the firm’s broader analytical work. This integration is designed to synthesize distinct research streams into more cohesive client insights.
Timeline
• Screen Engine/ASI acquired Tapestry in 2021.
• Phil Heuring joined Tapestry in September 2026.
Market Landscape
This appointment reflects an industry-wide push for hybrid qualitative-quantitative research integration. The hire follows the pattern set by firms seeking to deepen their analytical value propositions following acquisitions like Screen Engine/ASI’s 2021 purchase of Tapestry.
Operators relying on consumer research should monitor how this leadership change impacts the firm’s final report deliverables. The integration of data types often necessitates a reevaluation of how client-side teams ingest and act upon hybrid insights.
The takeaway
Effective research firms are increasingly prioritizing the synergy between qualitative depth and quantitative scale to remain competitive. Business owners should review their current research contracts to see if their providers offer unified insight reporting or siloed outputs.
Further reading
For more on industry leadership transitions, visit our People section.
Source note: This article includes information reported by Research Live.
