João pedro Calixto M O Filho

In today’s accelerated world of innovation and artificial intelligence, the question is no longer which methodology to follow, but how to combine them in a contextual and human way. This presentation showcases the case of a groundbreaking mixed-method approach developed by On The Go to explore entrepreneurship in Latin America, focusing on Mexico, Argentina, and Colombia. The project combined qualitative depth interviews, quantitative surveys on habits and attitudes with advanced segmentation, and a pioneering use of synthetic personas. These conversational personas allowed stakeholders to “talk” directly with data-driven consumer profiles in natural language, creating an immersive and humanized way to understand insights. The session highlights the challenges and breakthroughs of bridging qualitative, quantitative, and AI-driven innovations into one seamless methodology.