Charles Allison

Insights Lead

Conveo

Charles Allison is Research & Insights Lead at Conveo, where he designs research methodologies that capture consumer behaviour in the moment it happens — rather than hours after, in a survey, when the emotional response has already faded. Before Conveo, Charles ran the customer experience programme for Starbucks across the US and Canada, where the team gathered twelve million surveys a year at its peak. Prior to that, he led market research at Instacart, where he developed his own three-phase Barriers Research methodology. At Conveo, his recent works include creating a new version of MaxDiff with AI probing, in-the-moment QSR research, and large-scale ethnographic studies for global brands including Unilever.

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

Becca Han

Consumer Insights, Netflix

Speaker

Oct 27

1:50 PM - 2:15 PM PDT

Red Stage

AI-Augmented Research Methods

Human-AI Collaboration

Qualitative Depth at Scale

DEMO: MaxDiff and Pricing Studies That Ask Why

Following the fireside chat with Netflix, we’ll run the methods live in Conveo. See MaxDiff, Gabor-Granger and Van Westendorp inside AI-moderated video interviews: participants make the same forced trade-offs and price judgments, then explain them in their own words. We’ll go from study setup to live interviews to results, showing rankings and price thresholds with the reasoning attached.

Key Takeaways:

1. How to set up MaxDiff and pricing methods inside an AI-moderated video interview

2. What the output looks like: rankings and price thresholds with the reasoning attached

3. How AI follow-ups probe each trade-off without breaking the method’s rigor

Also speaking

Meg Gerli

Research Impact Lead, Conveo

Speaker

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