Sam Killip

VP of Insights

Attest

Sam Killip is VP of Insights at Attest, helping brands understand customers and anticipate what’s next. She leads global teams that translate real consumer voices into strategic clarity, enabling confident, future-focused decisions. With experience across agency and SaaS environments, Sam brings a strong commercial lens and deep understanding of how insights drive growth. A former lawyer who made a happy career pivot, she applies critical thinking, structured challenge and sharp questioning to uncover what matters most for brands including HSBC, Radisson and Netflix. She champions combining human intelligence with AI-powered tools to connect data, context and impact for sustainable growth.

Sessions

Oct 27

4:05 PM - 4:25 PM PDT

Blue Stage

Customer Experience & Journey

The Say-Do Gap

Real People, Real Insight: Beyond the Demographic Box

The best consumer insight has always come from real people, not the profiles we build around them. But knowing what people think only matters if you find out in time to act. Sam Killip and Rob Gaige explore how Reddit stays close to humans at scale, how Attest helps bridge the gap between consumers on paper and how they behave, and how to build an insight program that keeps people at the center.

Key Takeaways:

1. Why real human behavior keeps outrunning our models of it

2. How Reddit stays close to its communities beyond demographics

3. What it looks like to put people, not proxies, at the heart of insight

Also speaking

Rob Gaige

Global Head of Marketing Insights and Operations, Reddit

Speaker