Jeff Syroney is a seasoned facilitator and strategist with extensive national and international experience across a broad range of qualitative methodologies. He possesses a unique talent set that combines an early career in theatre, storytelling, and improvisation with corporate marketing innovation experience. This marriage of art and strategy produces customized research experiences, deeper consumer and client relationships, and shrewd, actionable insights. Jeff is a sought-after international speaker, sharing inventive approaches to incorporating creativity into traditional research. He is the recipient of multiple industry awards celebrating his entrepreneurship and innovation.
Sessions
Apr 29
2:00 PM - 2:20 PM EDT
Qualtrics Market Research Stage
Customer Experience (CX)
Qualitative Research
Research Communication & Storytelling
Research as Play: Unlocking Human Truths Through Immersion
What if deeper consumer understanding wasn't AI’s take on open-ended questions — it was a superhero secret lair? Inspired by a grandparent “getting on the carpet” to play with their grandchildren, Immersive Research employs behavioral science, gamification, and storytelling, to build customized research spaces where researchers, consumers, and clients explore objectives as co-participants. Key Takeaways: 1. Why "show me" outperforms "tell me" in uncovering authentic consumer behavior 2. A practical and inspiring framework for designing immersive research environments at any scale 3. How experiential deliverables and Immersive Research drive insight retention far beyond the deck
