Ali Henriques — Executive Director of Market Research, Qualtrics
Published:
You know, what immediately popped to mind is actually the cost of doing nothing. Think about all the decisions that are made based on gut or that meeting with that team where we just feel like this is the right thing to do. To me, there's incredible opportunity there because it just hasn't really been cared for because research is a bottleneck.
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-you-know-what-immediately-popped-to-mind-is-actually-the-co