Patrick Mönkemöller has been working as Market Researcher at Ritter Sport for eight years with a strong focus on brand and consumer insights. Throughout his career, he has developed a deep understanding of how data-driven insights can aid strategic brand decisions for long-term market success. He is particularly committed to exploring new ways of conducting market research, combining established methodologies with innovative, AI-enabled approaches to generate sharper, more actionable insights.
Sessions
Jun 24
1:30 PM - 1:55 PM GMT+2
Blue Stage
AI for Analysis
AI Governance / Trust
Qualitative Research
Research Integrity
AI Tasting Spoon - AI Finds Patterns. Humans Find Meaning.
Everyone is asking whether AI will replace researchers. We think that’s the wrong question. The real question is: Who decides what matters? Using a cross-market case from Ritter Sport, we show how AI can capture perception at scale – but only human judgment transforms patterns into meaning, culture and strategy. This session challenges the AI vs. human debate and reframes the future of insight. Key Takeaways: 1. AI captures perception with precision and consistency. 2. Insight begins where interpretation begins. 3. Human judgment is not replaced - it becomes more critical.
