Combining Audience Segmentation and AI Listening to Understand Today's Consumer Decision-Making
As AI, algorithms, and increasingly fragmented customer journeys reshape how people discover, evaluate, and choose brands, products, services, and content, traditional research approaches are struggling to keep pace. Researchers need new ways to understand not only who consumers are, but also how context, emotion, and decision-making moments influence their choices. This session features a case study of how to develop a next-generation research program for understanding content discovery.
The program is built around two core innovations:
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a persona- and demand space driven segmentation framework
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a breakthrough AI recommendation and optimization platform.
This versatile approach provides deeper insight into who consumer audiences are, how they make choices across different moments, the emotional drivers behind those decisions and the role AI now plays in the consumer decision journey.
Speakers
Sofia Gomez Garcia
Executive Director, Innovation, Special Projects & Global Community Manager, Warner Bros. Discovery
Patricia Chaplin Bayley
Senior Vice President, Market Research, Reach3 Insights