Qcast: Marketing Technology + Human Insights = Untapped Opportunities
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When: Thursday, July 11, 2019
12:00-1:00pm ET
Where: Online
United States

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Advance Points: 1

Marketing Technology + Human Insights = Untapped Opportunities

New technology vendors are popping up every day offering marketing automation tools that promise ‘smart data’ and improved analytics. For users and practitioners of qualitative research, these emerging technologies can provide new opportunities to provide expertise that augments this data.

In this session, we will discuss how AI (Artificial Intelligence), ML (Machine Learning), BI (Business Intelligence) and other parts of the Marketing Technology (MarTech) stack are transforming the market research industry. We will explore how these tools are being used and, most importantly, their limitations - allowing qualitative research to provide additional value through human insights. Participants will gain a practical understanding of these technologies and how today’s qualitative offerings can enhance marketing efforts.

Lisa HorwichAbout the Presenter: Lisa Horwich

Lisa Horwich is the Founder and Research Principal at Pallas Research Associates. With over 15 years of marketing experience, both traditional marketing communications/brand management as well as product marketing, Lisa has spent the last 10+ years specializing in sophisticated, strategic market research and competitive intelligence. She prides herself on helping companies get the information they need to make smart decisions. Lisa holds an MBA from the Foster School of Business at the University of Washington as well as a MS from the Rochester Institute of Technology and a BS from the California Polytechnic State University. She is the Co-Chair of the B2B QRCA SIG as well as the past President of the Puget Sound Research Forum. Lisa specializes in B2B qualitative research with an emphasis on the technology sector.

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