Bridget Gilbert is a Director of Consumer & Market Insights at McCormick, leading insight development across both B2B and B2C businesses. Her work centers on decoding human behavior and translating complex consumer signals into clear, actionable decisions that drive business impact. With a pragmatic, forward-looking approach, Bridget is known for simplifying complexity, strengthening decision-making, and turning insights into action.
Sessions
Apr 29
1:35 PM - 1:55 PM EDT
Red Stage
CPG/Food & Beverage
Mixed Methods
Qualitative Research
Demo: How AI Can Make Qualitative Research More Human
As traditional in-person qualitative methods remain largely unchanged and AI-driven approaches risk stripping away humanity, McCormick and Finch Brands explored a third path. In this session, you will hear how an AI-enhanced tailgating ethnography helped deepen human immersion and insight in live qualitative research. Key Takeaways: 1. Use AI to enhance in person qualitative work without losing human connection 2. Create adaptive conversations rooted in deeper context and understanding 3. Preserve nuance and build qualitative insight that compounds over time
