Ali Henriques — Executive Director of Market Research, Qualtrics
Published:
Her hobbies and interests question would have been rejected by me if we were running this with human responses. It was like 75 things on this list. But synthetic takes the time to go through those and select all of the hobbies that that respondent engages in, and they're now taking some of the learnings about social media behaviors and going to pilot some YouTube Reels based on what we found with our synthetic segmentation.
What does Ali Henriques say on The Agile Brand with Greg Kihlström?
Ali Henriques, Executive Director of Market Research, Qualtrics, says: Ali Henriques, Executive Director of Market Research at Qualtrics, discusses how synthetic data and specialized AI models can break the traditional research speed-to-insights bottleneck. She argues for a two-track approach—deep human research for major strategic choices and fast AI-led insights for everyday decisions—showing how synthetic respondents enable richer, actionable segmentation and free research talent to focus on strategy and business impact rather than manual execution.
From: The Agile Brand with Greg Kihlström
Cite as: Ali Henriques. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/ali-henriques-her-hobbies-and-interests-question-would-have-been-rejected