#833: Qualtrics' Ali Henriques on accelerating the speed to insights with synthetic research

The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

The Agile Brand

Business, Marketing

4.9 • 113 Ratings

🗓️ 25 March 2026

⏱️ 25 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

What if the biggest risk to your next global campaign isn’t the market, but the months you’ll spend waiting for research to tell you what the market wants? Agility requires not just moving quickly, but making high-confidence decisions at the speed of the market. It demands that our ability to learn and validate is no longer the primary bottleneck to our ability to act. We are in Seattle at the Qualtrics X4 Summit, and today,we're going to talk about how to overcome the speed to insights bottleneck. We'll explore a fundamental shift in market research, moving away from slow, traditional cycles and toward a world where synthetic data and AI can give us near-instantaneous insights, allowing us to simulate customer behavior and de-risk major decisions before they even launch. To help me discuss this topic, I'd like to welcome back to the show, Ali Henriques, Executive Director of Market Research at Qualtrics. About Ali Henriques Ali, a market research practitioner, leads research innovation for Qualtrics Edge, which comprises of AI-powered tools and solutions, wrapped in human-powered services. With nearly 2 decades of market research experience, Ali spearheads thought leadership for Edge, guiding the innovation pipeline for transformative research tools and supporting our legacy services business to deliver 10,000 projects per year. Ali Henriques on LinkedIn: https://www.linkedin.com/in/ali-henriques-2581683/ Resources Qualtrics: https://www.qualtrics.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com 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

Click on a timestamp to play from that location

0:00.0	The Agile Brand
0:02.3	Welcome to Season 8 of the Agile Brand podcast.
0:09.8	This season we're going all in on expert mode
0:12.7	MARTEC, AI, and customer experience,
0:15.7	talking with the people and platforms behind the brands you know and love.
0:19.4	I'm Greg Kilstrom, your host, and I help
0:21.7	Fortune 1000 companies make sense of Martec, AI, and marketing ops. Hit subscribe or follow to make
0:28.1	sure you always get the latest episodes and leave us a rating so others can find us as well. And make
0:33.1	sure you check out our sponsor, Tech Systems, an industry leader in full-stack technology services,
0:38.3	talent services, and real-world application. For more information, go to teK-systems.com. Now let's dive in.
0:46.3	What if the biggest risk to your next global campaign isn't the market, but the months
0:52.8	you'll spend waiting for research to tell you what the market wants. We're here in Seattle at Qualtricks X4, and today
0:58.8	we're going to talk about how to overcome the speed to insights bottleneck, moving away from
1:03.4	slow traditional market research cycles towards a world where synthetic data and AI can give
1:08.7	us near instantaneous insights, allowing us to simulate
1:12.1	customer behavior and de-risk major decisions before they even launch.
1:16.5	Tell me to discuss this topic.
1:17.7	I'd like to welcome back to the show, Ali Enriquez, executive director of market research
1:22.5	at Qualtrics.
1:23.6	Ali, welcome back to the show.
1:24.9	Thank you.
1:25.5	Great to see you.
	...

Please login to see the full transcript.

Previous episode | Next episode

Disclaimer: The podcast and artwork embedded on this page are from The Agile Brand, and are the property of its owner and not affiliated with or endorsed by Tapesearch.

Generated transcripts are the property of The Agile Brand and are distributed freely under the Fair Use doctrine. Transcripts generated by Tapesearch are not guaranteed to be accurate.