Quirk’s Chicago

We’re Speaking & EXHIBITING

Beyond the deck: How AI SmartPersonas turned insights into action

11:15 Am – 11:45 pm
wednesday, april 15, 2026

Too often, strong segmentation research ends its life in a deck. In this session, we’ll share how a national CPG client transformed a comprehensive A&U + segmentation study into a practical, always on decision tool using C+R’s AI SmartPersonas.

Using a real-world case study from the fast-evolving dairy category, we’ll walk through how immersive qualitative work and large-scale quantitative validation were intentionally designed to fuel activation – not just insight. You’ll see how the resulting segments were translated into AI-powered personas grounded entirely in the underlying research data, enabling teams to interact with their target consumers long after the final presentation.

We’ll share how the client team is actively using these SmartPersonas today to explore scenarios, pressure-test ideas and build empathy across marketing, brand and innovation teams, extending the value and lifespan of the segmentation.

This session is about practical impact: what worked, what mattered and how AI helped bridge the gap between insight and execution.

Key takeaways:

1. How to design segmentation research with activation in mind.
2. How clients are using AI personas beyond reporting.
3. Ways AI can increase adoption without replacing research rigor.

Speakers

Darren Breese

Senior Vice President, Online Qualitative Research

Greg Czernik, Vice President Insights and Analytics, Dairy Farmers of America
Breanna Serwe, Consumer Insights Manager, Dairy Farmers of AmericaHow to design segmentation research with activation in mind.