Pui-Tien Man

Head of Growth and Innovation

Simpson Carpenter

Pui-Tien Man brings 16+ years’ experience across brand strategy, foresight, and research innovation, designing and delivering impactful research programmes for major international brands. Her background spans quant-led trend forecasting, co-creation, and immersive qualitative practice, giving her a strong perspective on how new methods can help researchers better understand people, behaviour and decision-making. In her role as Head of Growth and Innovation at Simpson Carpenter, Pui-Tien works at the intersection of insight and technology, working with Simpson Carpenter’s sector specialists and developers to design 'human-first' solutions that combine established research methodologies with new, technology-enabled approaches that help organisations turn emerging change into clear strategic opportunities.

Sessions

Sep 24

12:10 PM - 12:30 PM EDT

Facing Tomorrow: M&S’s Journey with Humanoid Avatars

Why give AI a face? In a case study with M&S Fashion, Home & Beauty, we explore how to leverage a profound social shift where people disclose differently to ‘non-judgmental’ AI, via the deployment of Quasai, a first-to-market humanoid avatar moderator. We cover behavioural science, the importance of human oversight, and where this new research environment unlocks more inclusive, incisive insights.

Key Takeaways:

1. Avatar moderation is a new validated research environment, it doesn’t replace traditional methods

2. Behavioural science shows humanoid interfaces reduce social filtering for optimal research outcomes

3. Human researchers remain critical to ensure data quality, safety, and actionable insights

Also speaking

Rhiannon Price

Senior Director, Simpson Carpenter

Speaker

Benedict Kenney

Research Manager - Customer Insight, Marks and Spencer, Fashion, Home and Beauty

Speaker