In this episode, host Karen Lynch welcomes Ali Henriques, Global Director at Qualtrics Edge, for a deep dive into the transformation of research services at Qualtrics and how AI is shaping the future of insights. Ali shares her journey from cruise industry research to leading a $120M insights division, revealing how Qualtrics Edge is democratizing access to data through Instant Insights and synthetic audiences.

The conversation explores how synthetic data enhances agility, why continuous model hydration is critical, and how companies like Booking.com are already testing these capabilities. With humor, passion, and deep expertise, Ali offers a clear-eyed look at the future of market research and how teams can start exploring AI-driven solutions—today.

Key Discussion Points:

• What Qualtrics Edge is and how it reimagines traditional research services
• Instant Insights: Merging syndicated data with real-time behavioral signals
• Synthetic audiences: Training proprietary LLMs to scale insight generation
• Booking.com’s pilot study and lessons learned from synthetic data comparisons
• The future of research: fast-twitch insights, agentic AI, and democratized decision-making

• Qualtrics Edge Overview
• Booking.com
• Qualtrics X4 Experience Summit
• Greenbook IIEX Events

Many thanks to Ali Henriques for being our guest. Thanks also to our production team and our editor at Big Bad Audio.