The New Research Roadmap: Rethinking Focus Groups, Creative Tests, and Naming Research

​The research methods teams rely on for their highest-stakes brand decisions haven't changed in decades. But the speed, scale, and depth now possible with AI-moderated interviews is forcing a rethink.

​This session walks through three real case studies from Indeed's brand research team, each showing how AI-moderated research changed the process and the outcome for a different type of evaluative research.

​Who you'll hear from:

• ​Aaron Cannon, CEO & Cofounder of Outset

• ​Angela Kesselman, Brand Research + Insights Lead @ Indeed

​What you'll learn:

• ​Rethinking Focus Groups: How Indeed ran traditional focus groups and AI-moderated interviews side by side to test messaging for their biggest product launch in 20 years — and what the parallel test revealed about cost, speed, and insight quality

• ​Rethinking Creative Evaluation: How two rapid rounds of AI-moderated research gave Indeed the evidence to override internal enthusiasm and kill a beloved campaign concept before it went to market

• ​Rethinking Naming Research: How 47 responses in 24 hours surfaced a critical tension in a feature name — clarity that also triggered user concerns — and shaped the launch strategy in real time

​Whether you're pressure-testing creative, evaluating messaging, or choosing a product name, this session will show you what's now possible with AI-moderated research — and how to apply it to the decisions that matter most.