Becca Han

Consumer Insights

Netflix

Becca Han is part of the Consumer Insights team at Netflix, where she leads research for Netflix House, Tudum and consumer products. Prior to joining Netflix, she held research and marketing roles at Instacart, MasterClass and PayPal. Becca is fascinated by the intersection of brand, culture, consumer behavior and product experience. She is especially energized to be a researcher at a moment when generative AI is fundamentally changing how we work, how research gets done, and the role research plays.

Sessions

Oct 27

11:05 AM - 11:25 AM PDT

Blue Stage

AI-Augmented Research Methods

Qualitative Depth at Scale

Media

Entertainment & Telecom

Quant Methods, Qual Depth: What Happens When MaxDiff Can Ask

MaxDiff reliably shows what people prioritize, but stops short of explaining the choices behind the ranking. At Conveo we run MaxDiff through AI-moderated interviews, so participants make the same forced trade-offs and then talk through them in their own words. A ranking you can trust with the reasoning attached, at quant scale. We'll close on pricing, with Gabor-Granger and Van Westendorp.

Key Takeaways:

1. How MaxDiff works inside an AI-moderated interview, and why people made each trade-off

2. Why a method filed under quant can deliver qual depth without losing its rigor

3. How the same approach applies to pricing, with Gabor-Granger and Van Westendorp

Also speaking

Charles Allison

Insights Lead, Conveo

Speaker

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