What Consumers Do vs. What They Say: Smarter Research in the Age of AI

From IIEX Europe | June 2025

In a world overflowing with data, the gap between what consumers say and what they actually do has never been more important—or more complex—to understand. Mastercard’s internal research center was built to bridge that divide, combining the power of transactional data with scalable research solutions to uncover meaningful, real-time insights.

Join Maria Rydzewski, Principal at Mastercard and Jill Postoak, Director of Marketing at Discuss as we explore how Mastercard and Discuss are helping uncover the true drivers of consumer behavior—especially among future-facing segments like Gen Z.

We also dive into the evolving role of AI in research: where it accelerates decision-making, where it adds depth, and where its limitations still require a human touch.

In this video, you’ll learn

1. How to run smarter, faster research with lean resources—without sacrificing quality.
   
   
2. Lessons from Mastercard’s work on Gen Z and youth banking to better serve the “customer of the future”.
   
   
3. A clear-eyed look at where AI adds value in research—and where human insight still matters most.