2025 Analytics & Forecasting: Presentations, Recordings, and Summaries
Key Takeaways
How AI Analytics and Synthetic Data Can Reimagine Consumer Research
Keith Smith, PhD (Managing Director, MSI) and Tracy Adams, PhD. (Senior Director, Research & Insights, ARF)
September 29
Opening Remarks
Tulin Erdem, Ph.D. – MSI Executive Director, Professor of Marketing – Leonard N. Stern Professor of Business, NYU Stern School of Business
Opening Remarks
Oded Netzer – Vice Dean of Research and the Arthur J. Samberg Professor of Business, Columbia Business School
Managing Product Review in the Age of Gen AI – The Role of AI Detection
Liye Ma – Professor of Marketing, Robert H. Smith School of Business, University of Maryland
The Next Era of Marketing Mix
Jonathan Dizney – Mix Director, Circana
Troy Noble – VP, Global Measurement Product Lead, Circana
Consumer Intent in AI-Mediated Interactions: A Focus on Inferring Purchase Intent
Wendy Moe – Dean’s Professor of Marketing, University of Maryland , and Amazon Scholar
MSI Synthetic Data Initiative
Keith Smith, Ph.D. – Managing Director, MSI
Twin-2K-500: A Dataset for Building Digital Twins
Tianyi Peng – Assistant Professor, Columbia University
Olivier Toubia – Glaubinger Professor of Business, Columbia Business School
Predicting Behaviors with LLAM-Powered Digital Twins of Consumers
Shane Wang – Professor of Marketing, Pamplin College of Business, Virginia Tech
Synthetic Data: Pros and Cons for Market Research
Neeraj Arora – Arthur C. Nielsen, Jr. Chair in Marketing Research and Education, University of Wisconsin-Madison
Ayelet Israeli – Marvin Bower Associate Professor, Harvard Business School
Rob Kaiser, Ph.D. – Chief Methodologist, PSB Insights
Rajan Sambandam – President, TRC Insights
Moderator: Oded Netzer – Vice Dean of Research and Arthur J. Samberg Professor of Business, Columbia Business School
Replicas & Realities: The Strategic Role of Consumers
Katy Qian – Data Scientist, Colgate-Palmolive Company
Helen Wolf, Ph.D. – Senior Director, Global Consumer Experience Insights, Colgate-Palmolive Company
Semantic Targeting
Isamar Troncoso – Assistant Professor of Business Administration, Harvard Business School
Optimal Product Design Synthesis: Pairing Generative Models with Adaptive Preference Measurement
Ryan Dew – Assistant Professor of Marketing, The Wharton School, University of Pennsylvania
LLM Time Machines: Valuing Brands Over Time
Felix Eggers – Professor, Copenhagen Business School
Closing Remarks
Scott McDonald, Ph.D. – President & CEO, ARF
September 30
Opening Remarks
Scott McDonald, Ph.D. – President & CEO, ARF
Olivier Toubia – Glaubinger Professor of Business, Columbia Business School
From Noise to Signal: When Synthetic Data Adds Real Value
Alan Briancon, Ph.D.– Vice President of Research & Data Science, Dynata
Using LLMs for Market Research
Ayelet Israeli – Marvin Bower Associate Professor, Harvard Business School
Synthetic Data in Action: Ipsos’ Human-Centered Approach to AI Research
Stephanie Bannos-Ryback – Head of Business Transformation & AI Change Management, Ipsos
Xufeng Wang, Ph.D. – Partner & Chief Data Scientist, Data Labs, Ipsos
Simulating Real Consumers: How Accurately Can LLMs Mimic Individual Respondents in Market Research?
Leonard Kinzinger, M.Sc. – Doctoral Researcher at the Professorship of Digital Marketing, Technical University Munich (TUM)