The Agile Brand with Greg Kihlström® #653: Accelerating speed to insights using synthetic feedback with Ali Henriques, Qualtrics
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Mar 21, 2025 Ali Henriques, Global Director of Edge at Qualtrics, shares her expertise in leveraging AI for rapid customer insights. She discusses how synthetic feedback can dramatically shorten the time brands wait for actionable data, turning weeks of research into mere minutes. The conversation dives into the integration of AI in research, addressing challenges like recency bias and the importance of real-time insights. Ali also highlights innovative case studies, showcasing how brands can navigate biases to enhance their marketing intelligence and decision-making processes.
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Synthetic Feedback Data Sources
- Qualtrics' synthetic feedback models leverage diverse data sources like experience data, research data, and public information.
- This approach contrasts with simpler models that rely solely on public data or limited human responses.
Instant Insights Data Sources
- Qualtrics' Instant Insights platform combines survey research with other data sources like search trends, news, transaction, and behavioral data for a holistic view.
- This provides insights into customer behavior beyond brand interactions, allowing for better understanding of their broader preferences and activities.
Booking.com Study
- In a study with Booking.com, synthetic responses revealed potential recency bias in human responses regarding travel types.
- Synthetic data suggested beach trips are most popular, challenging the assumption that family visits top the list.