Petra Langen is Managing Director and Founder of The Lifesights Company, a global consumer insights and strategy consultancy combining qualitative and quantitative research with AI-enabled methodologies. With a background on both the client and agency side — having previously worked at Mars and Reckitt Benckiser — she brings a deep understanding of how insights need to translate into real brand and marketing decisions. Petra supports leading international brands in building relevance, confidence and growth by uncovering the emotional and functional drivers behind consumer choice.
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.
Also speaking
Patrick Mönkemöller
Market Research Manager, Alfred Ritter GmbH & Co. KG
