Ellen spent her career at the intersection of business, research, and analytics with experience at consulting, media, marketing strategy, and data science firms. She now leads a cross functional team for Qualtrics’ Market Research Center of Excellence, focused on combining the insights from market research and the power of AI to create innovative offerings for her customers. She holds a BS in Business Administration from the University of Illinois, Urbana-Champaign and an MBA from the Kellogg School of Business.
Sessions
Apr 30
1:35 PM - 2:00 PM EDT
Qualtrics Market Research Stage
Augmented Decision-Making
Leadership & Talent
From Researcher to Decision Architect: Building the Team and Tech for Continuous Intelligence
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.
Also speaking
Emily Currie
Head of Market Research Enterprise Services, Qualtrics
