Alex Hernandez-Brun

Insights Lead

Independent

Alex Hernandez-Brun is a consumer insights leader with 18+ years building research functions at Mozilla, Meta, Ipsos Connect, and Millward Brown/Kantar. At Mozilla, he built the company's brand health tracking program and AI-powered research infrastructure from scratch as a department of one. At Meta, he built and led the global Advertising Center of Excellence, standardizing creative effectiveness research across Facebook, Instagram, and WhatsApp in 20+ markets. His research has directly shaped brand relaunches, award-winning campaigns (2018 ARF Ogilvy Gold), and marketing investment decisions for brands including MasterCard, Heineken, Pepsi, and Corona. He's led research across 20+ global markets and is a hands-on practitioner of AI-enabled research tools and infrastructure.

Sessions

Oct 27

11:55 AM - 12:15 PM PDT

Green Stage

AI-Augmented Research Methods

Future of Work

What's a Researcher's Job Now?

AI has made data abundant and accessible to everyone. But data isn't insight. This talk explores the researcher's evolving role in an AI-enabled world; taking data and applying concepts from fields like anthropology, psychology, and behavioral economics to move beyond 'what happened' to 'what does this actually mean for us?' When everyone has access to data, true insights are what you do with it.

Key Takeaways:

1. AI gives everyone data access, insight still requires human judgment and context

2. Shift from 'what happened' to 'what does this mean for us' to stay indispensable

3. AI tools are only as good as what you use them for

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