Greenbook invites you to their event
About this event
Business decisions move faster than traditional panels can field. When research takes weeks, stakeholders make decisions without it—using gut instinct or generic AI instead of validated insights. That's not a resourcing problem. It's a timeline problem. Research teams are solving it with synthetic data for specific use cases: concept testing, segmentation, UX validation. Not as an experiment—as standard practice. Satisfaction rates hit 90%, and reliability often exceeds traditional online panels. What seemed speculative in 2024 became operational in 2025. The teams succeeding aren't replacing traditional methods entirely—they're being strategic. Ali Henriques and Emily Currie break down where synthetic wins, where it doesn't, and how to validate accuracy before staking your credibility on it.
What You’ll Learn:
Hosted by
Ali leads research innovation for Qualtrics Market Research business, which comprises AI-powered tools and solutions, wrapped in human-powered strategy and services. With nearly 2 decades of market research experience, Ali spearheads thought leadership for Qualtrics Market Research, guiding the innovation pipeline for transformative research tools and supporting our legacy services business to deliver 10,000 projects per year.
As the Head of Research Experts for Qualtrics Market Research, Emily is a driving force behind the transformation of research services into an innovation incubator. Drawing on over a decade of experience in consumer insights, strategy and innovation with major brands like PepsiCo and Cars.com, she has a proven history of translating complex data into actionable growth strategies. Emily’s extensive background in both client and agency-side research allows her to balance established best practices with a bold vision for the future, leveraging technology to deeply understand and empathize with humans, empower teams and deliver strategic solutions.
Greenbook is a global leader in providing events, publications, and digital resources for market research, marketing, and business professionals.
