Ellen Houston

The project-based research model isn't just slow—it's structurally mismatched to how organizations make decisions. Qualtrics market research COE leaders Ellen Houston and Emily Currie show what it takes to operationalize the shift from research-as-service to research-as-infrastructure. They'll introduce a governance model for deciding what your team should own, partner on, enable, and experiment with—then map it to the technology layer making it real: autonomous agents that handle study design and execution, synthetic capabilities that deliver speed and scale without sacrificing rigor, and a unified platform that consolidates quant and qual across MR, UX, product, and brand research under one roof. You'll leave with a framework for redesigning your operating model and a clear view of the tools entering the market to support it.