Litthya Báez

US Portfolio Insights Lead – Innovation Strategy

Haleon

Litthya Baez is the Team Lead of Innovation Insights at Haleon US. She has an extensive background in Consumer & Shopper Insights, Strategic Marketing, and Innovation, with experience at companies like Unilever, PepsiCo, Reckitt, Mondelez, and Merck. She is known for her ability to shape and transform strategy through solid Insights. Her diverse industry exposure has earned her various speaking engagements in Esomar, Quirks, CRC, and TMRE, as well as industry accolades such as DSN’s Top Women in Health & Wellness and P2P OmniShopper awards. Passionate about people, she excels in team development, relationship building, and advocating for Diversity and Inclusion. A proud Venezuelan, she wears her heritage on her sleeve and translates it into business influence. As a solo mom, she raises two children, attributing her strength to her faith.

Sessions

Apr 29

4:20 PM - 4:40 PM EDT

Blue Stage

Quantitative Research

Synthetic Data

Synthetic Personas at Scale: Supercharging Innovation

Synthetic personas are disrupting the insights industry and accelerating decision making.  Toluna, Haleon, and Takasago will reveal how AI-generated quant respondents rapidly screen claims, pressure-test innovation, and fuel faster decisions. Hear candid stories, surprising wins, and the new rules for high confidence research powered by a robust combination of artificial and human intelligence.
Key Takeaways:
1. How synthetic personas supercharge rapid claims screening at scale.
2. Why strong validation builds confidence across insights teams.
3. Where AI speed meets human judgment for smarter decisions.

Also speaking

Renee Smith

Executive Vice President, Innovation, Toluna

Panelist

Jelena Le Breton

Global Vice President, Consumer Insights, Takasago

Panelist

Michele McDonald

EVP, Commercial Group Lead North America, Toluna

Moderator