#616: Synthetic personas in market research with Ali Henriques, Qualtrics

The Agile Brand with Greg Kihlstrom

The Agile Brand

Business, Marketing

5 • 2.7K Ratings

🗓️ 18 December 2024

⏱️ 26 minutes

🔗️ Recording | iTunes | RSS

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Summary

What if the future of market research isn’t human at all but relies on AI-generated personas to mimic real-world consumers? Today, we’re joined by Ali Henriques, Global Director of Edge at Qualtrics. Ali is here to discuss how synthetic personas, AI, and digital qualitative tools are reshaping the future of market research, and share some insights from the Qualtrics 2025 Market Research Trends Report. RESOURCES Qualtrics: https://www.qualtrics.com Qualtrics 2025 Global Market Research Trends Report: https://www.qualtrics.com/ebooks-guides/market-research-trends/ Wix Studio is the ultimate web platform for creative, fast-paced teams at agencies and enterprises—with smart design tools, flexible dev capabilities, full-stack business solutions, multi-site management, advanced AI and fully managed infrastructure. https://www.wix.com/studio Register now for HumanX 2025. This AI-focused event which brings some of the most forward-thinking minds in technology together. Register now with the code "HX25p_tab" for $250 off the regular price. Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Transcript

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0:00.0	The Agile brand
0:02.0	Welcome to Season 6 of the Agile brand, where we discuss marketing technology and customer experience trends, insights and ideas with enterprise and technology platform leaders.
0:18.0	We focus on the people, processes, data, and platforms that
0:21.9	make brands successful, scalable, customer-focused, and sustainable. This is what makes an
0:26.9	agile brand. I'm your host, Greg Kilstrom, advising Fortune 1000 brands on Martec, marketing
0:32.7	operations, and CX, best-selling author and speaker. The Agile Brand podcast is brought to you by Tech Systems, an industry leader in full-stack
0:40.8	technology services, talent services, and real-world application.
0:45.1	For more information, go to teksystems.com.
0:48.9	Now let's get on to the show.
0:52.2	What if the future of market research isn't human at all, but relies on AI-generated personas
0:58.1	to mimic real-world consumers?
1:00.4	Today, we're joined by Ali Enriquez, Global Director of Edge at Qualtricks.
1:06.0	Allie is here to discuss how synthetic personas, AI, and digital qualitative tools are reshaping the future of market research and share some insights from the 2025 Qualtrics Market Research Trends Report.
1:18.7	Welcome to the show, Allie.
1:19.9	Thanks for having me. Happy to be here.
1:22.5	Yeah, looking forward to talking about this topic. I have not talked with anyone about this. So I'm really kind of curious
1:29.5	myself. So looking forward to this. But before we dive in, why don't you start by giving us a little
1:35.4	background on you and your role at Qualtricks? Absolutely. Happy too. So I call myself a career
1:43.3	time Qualtricks user. So started my career. I've always been in market research in the cruise line industry is where I started. I'm a certified moderator, quant research ninja, all the things. Right. So started as an analyst at Royal Caribbean and got my hands on a Qualtrix license and I have never really
2:01.4	wished that.
2:02.0	So I love my opportunity to kind of watch the Qualtricks journey from a couple of different
2:08.8	spots, so as a client and then as a vendor before even joining full-time.
	...

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