Quirk's Media will host Quirk's Virtual – AI & Innovation on January 29, 2026. 

Predicting new product success with AI-powered concept testing  

Live at 9 a.m. ET/ 2 p.m. U.K.

Leading CPG and FMCG brands are increasingly turning to AI to improve the odds of new product success. In this session, you’ll explore how global organizations are using AI-powered insights to strengthen decision-making around concept screening and validation, from early-stage evaluation through launch readiness. Learn more. 

Lifelike, emotive and rigorous: How we know synthetic personas really work 

Live at 10 a.m./ 3 p.m. U.K.

Join Toluna for a discussion of the evidence behind the usability and validity of insights from samples of synthetic survey-takers. Learn about synthetic personas emotional reactions, reflections of cultural differences and the differences between human and synthetic personas. Learn more. 

2 years of integrated AI driving real-world research innovation 

Live at 11 a.m. ET/4 p.m. U.K. 

Join quantilope to discover how AI can drive research innovation and value for your insights team. Learn how an integrated AI assistant can instantly uncover the key insights hidden within your data, create charts and reports for you and significantly accelerate the delivery time of crucial insights to your business. Learn more.

Meet Persona Agents: Always-on intelligence for insight-led innovation 

Live at 12 p.m. ET/ 5 p.m. U.K.

Persona Agents are a powerful application of agentic AI that transform traditional segmentation into conversational agents that teams can work with every day. Learn how teams are using AI-powered Persona Agents to activate existing consumer research and segmentation data between research cycles. Learn more.

AI didn’t write this story: How researchers use AI to unlock human truths in real research 

Live at 1 p.m. ET/6 p.m. U.K.

AI doesn’t replace insight storytelling, it makes it possible at scale. Walking through a real, end-to-end research project, you’ll explore how researchers use AI to surface patterns, tensions and moments of truth across quantitative data and rich video responses, while retaining the human judgment required to interpret what matters. Learn more. 

Operationalizing AI in market research: How Simple Modern balances automation and human judgment 

Live at 2 p.m. ET/7 p.m. U.K. 

While AI can unlock unprecedented speed and scale, it introduces new risks if applied without guardrails. In this session, learn how to use AI-powered and human-led research together to inform personas, pricing and category innovation. Learn more.

Maximizing AI's potential and value in 2026

Live at 3 p.m. ET/8 p.m. U.K. 

2025 brought remarkable advances in technology that can run entire research workflows. This tech is powerful, but its impact depends on how you use it. In this session, panelists will cut through the hype and focus on what it takes to operationalize AI for insights. Learn more. 

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