Quirk’s LA 2025: AI, Empathy & The Future of Consumer Insights 

AI Is Changing Consumer Research—But Human Connection Still Wins

Key Session: "From Bots to Bonds – Enhancing Empathy in Consumer Research" 

Speaker: Tasneem Dalal (MMR Product Hub) & Kathy Cheng (inca | Nexxt Intelligence) 

 ✔️AI models can be trained to foster empathy, unlocking deeper insights. 

✔️ Consumers engage more when AI feels like a human conversation—the right prompts, tone, and design make all the difference. 

✔️ Video response formats are on the rise—giving respondents more control over how they share their stories. 

Key Takeaway:

AI isn’t just a research tool—it’s a bridge to more human conversations when designed with empathy in mind.

Gen Z Expects Authenticity, Not Just Cool Marketing 

Key Session: "Staying Relevant with Gen Z" 

Speaker: Camille Barbier, Beats by Dre 

✔️ They crave stability in careers (a shift from previous generations). 

✔️ They reject labels—fluid identities matter more than rigid categories. 

✔️ Authenticity is everything—they fact-check everything before trusting a brand. 

✔️ They demand transparency—brands that “greenwash” or mislead won’t last. 

Key Takeaway: 

Gen Z isn’t just about being cool—they’re discerning, well-informed, and expect brands to align with their values.

Insights Teams Must Think Like Revenue Drivers

Key Session: "Insights as a Revenue Driver" 

Speaker: Ryan Benn, Alive Publishing Group 

 ✔️ Monetizing insights: Brands are leveraging consumer data as a value-add for partners and sponsors. 

✔️ Subscription-based research: Syndicated insights are becoming a new revenue stream for many companies. 

✔️ Data = business growth: The best insights teams aren’t just reporting data—they’re driving strategic decisions. 

Key Takeaway: 

Insights teams need to think beyond research—data can be a competitive advantage and a business growth tool. 

Clients Want Better Pitches—Here's What Works 

Key Session: "What Clients Really Want from Suppliers" 

Speaker: Jon Kay, Intuit 

✔️ Keep it short—10 minutes max. 

✔️ Show, don’t tell—use case studies instead of slides full of buzzwords. 

✔️ Make it conversational—clients want discussions, not lectures. 

✔️ Find your champions—mutual connections (LinkedIn, referrals) open doors. 

Key Takeaway: 

Suppliers need to rethink their approach—clear, concise, and value-driven pitches win.

AI & Storytelling: Humanizing Data

Key Session: "AI & Storytelling in Consumer Insights" 

Speaker: Jason Kramer, Vital Findings 

 ✔️ AI accelerates data processing, but qualitative validation remains crucial. 

✔️ AI-powered segmentation is helping brands humanize consumer data. 

✔️ Great research still needs a human touch—insights without context can feel cold and impersonal. 

Key Takeaway: 

AI is a powerful enabler—but research leaders must ensure storytelling stays at the core of insights.

Final Thoughts: The Future of Market Research is Human 

If there’s one key theme from Quirk’s LA 2025, it’s this: 

✔️ AI is powerful, but human connection is irreplaceable. 
✔️ Storytelling, empathy, and authenticity must stay at the core of insights. 
✔️ Insights teams need to think commercially—research is no longer just a support function. 

As we move into 2025, brands and researchers alike must balance technology with human intuition to drive real impact. 

ABOUT PRODUCT HUB 

In today's fast-paced consumer landscape, the demand for rapid and efficient product innovation is more pressing than ever. Recognizing this, MMR Research has leveraged its 35-year legacy in product testing to introduce Product Hub—a platform designed to democratize robust product testing, making it accessible and cost-effective for a broader spectrum of market players.