Natasha Gay

Research Manager

Microsoft

Natasha Gay is a Market Research Manager in Microsoft's Research + Insights organization and a 2026 Greenbook Future List honoree — one of twenty rising leaders recognized for defining the future of market research. She has built her entire career in tech, previously leading the Voice of Customer program at Cint before joining Microsoft, and across nearly a decade in customer insights she has worked the full research spectrum — study design, fielding, analysis, strategy, and insight storytelling — turning data into decisions that put the customer at the center of the business. A frequent voice on the responsible use of AI and synthetic data in research, Natasha believes strategic listening is how organizations turn the "what" into the "why."

Sessions

Oct 27

2:20 PM - 2:40 PM PDT

Green Stage

AI-Native Research Workflows

Data Quality & Panel Integrity

Enterprise Software & Tech

How to Evaluate Sample in an AI-Driven Research Ecosystem

Most researchers receive “clean” datasets but rarely examine how they were built or the ecosystem behind them. Drawing on experience from both the sample supplier and brand sides, Natasha Gay explores how sourcing, cleaning, and AI involvement can remain opaque to buyers. Learn practical questions to evaluate data quality, strengthen vendor partnerships, and make more confident decisions.

Key Takeaways:

1. Ask smarter questions to uncover what’s behind your data

2. Spot hidden risks in sample, cleaning, and respondent quality

3. Understand where AI shapes results—and who’s accountable

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