HelloFresh & The New Blueprint for Global Empathy: Challenging the Research Status Quo with AI & Virtual Personas

The pressure on insights teams has never been greater – faster answers, more markets, tighter budgets. Join Joanna Lindenberg, Director of Global Consumer Insights at HelloFresh, and Adam Mertz, Chief Strategy Officer at Discuss, as they share how HelloFresh is challenging the research status quo by pairing AI moderation with virtual personas to get closer to consumers at scale.

Discover how HelloFresh moved from occasional in-depth interviews across 3 countries to weekly consumer closeness sessions across 10 markets – without sacrificing the depth and quality that drives real business decisions.

What you’ll learn:

• How HelloFresh shifted from human-moderated to AI-moderated interviews and what surprised them most along the way
• How AI moderation unlocked scale – moving from 6 respondents in 3 markets to 18 respondents across 10 countries and languages
• Why consumers were unexpectedly uninhibited with AI interviewers – and what that means for the quality of data you collect
• How instant translation and UGC-style video brought global consumer voices directly to brand teams
• What it looks like to move from running research projects to telling stories at scale across the organization

This session is a real-world look at how evolving your research approach can help insights teams move faster, reach further, and stay genuinely close to the consumers they serve.