Mirena Zannou

Senior Manager Consumer Insights

Expedia

Mirena is a visionary Global Consumer Insights leader with a dynamic career spanning Europe and North America, driving innovation and excellence. Her journey into the world of market research and consumer insights began at the London School of Economics and Political Science (LSE), where she discovered a passion for deciphering consumer behavior. Since then, Mirena has spent more than 15 years leading learning agendas for billion-dollar brands across CPG, Fashion and FinTech. Currently she is leading Global Insights for Hotel.com, at Expedia Group.

Sessions

Oct 28

9:50 AM - 10:10 AM PDT

Blue Stage

Building & Leading Research Teams

UX & Product Research Convergence

Travel & Hospitality

When Market Research Met UXR: The Unlikely Romance of the Research World

When research teams operate in silos, the business gets a fragmented view of the customer: one team sees behavior, another sees attitudes, another sees experience. When research teams build an integrated insights engine, the business gets something more impactful: one integrated customer reality.

This is the story of how UXR and Market Research moved from vague awareness of each other to a more connected way of working, and what other insights teams can do to break their own silos.

Key Takeaways:

1. Learn how to proactively make connections

2. How to strengthen the entire insights function role as a strategic partner

3. How to have a holistic view of the customers

Also speaking

Linda Wu

User Experience Researcher, Expedia Group

Speaker

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