John Ferreira is Chief Insights Officer at Finch Brands, where he leads insights innovation at the intersection of deep human expertise and artificial intelligence. His work spans qualitative and quantitative research, cultural intelligence, and the design of connected insight systems that help organizations turn learning into enduring knowledge. Prior to Finch, John held roles in insights and brand management at Campbell Soup Company. He is a graduate of the Saint Joseph’s University Haub School of Business and the Wharton School of Business at Penn.
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
Also speaking
Bridget Gilbert
Director of Consumer & Market Insights, McCormick & Company
