The Quirk’s Event returned to the Los Angeles area in late February and fortunately this time around, the Midwest-based Quirk’s staff didn’t bring with us the wintry weather that made 2023’s gathering such an adventure. Instead it was sunshine and mild temps – perfect for soaking up some vitamin D in between sessions!

While more than a few wags made jokes about the omnipresence of AI in the presentations, I would counter by saying that the level of interest in and curiosity (and skepticism) about AI is still so high that we would be derelict in our duties if we didn’t keep the topic front and center. Indeed, when we asked client-side LA registrants what subjects they would like to discuss with their peers in pre-event client-side-only breakfast roundtables, AI was the clear winner. (Thanks, btw, to all who showed up!)

We asked each table to jot down some notes during their conversations and here were some of their takes on AI:

  • AI output can feel generic.
  • A main benefit of it is lowering the researcher’s cognitive load.
  • For survey-writing, AI gives you a head start (themes, lists).
  • Most AI vendor mentions/uses don’t have true utility for corporate researchers.
  • When bringing in actual users of the brand, AI research presents a risk.
  • Some brands are implementing closed AI systems.
  • AI may start to become a crutch (people aren’t learning the nuances of talking to/listening to customers).
  • AI will be used as a quick tool but researchers need to be the experts and show the value of deeper understanding.
  • AI is still nebulous/needs guardrails/regulation.
  • Big data was a threat but soon became a norm. Over time, new tools get implemented/used. AI will be the same.
  • Triangulation of data is complex and will be a risk unless AI is more sophisticated.

What are some of the ways they are using AI? Coding open-ends; writing questionnaires/questions; feeding in data on trends (build own model); turning to Microsoft Copilot and ChatGPT; formatting PowerPoint reports; testing and writing concepts; image creation for innovation and concepts; image creation for product-selling on multiple platforms.

Getting a handle on GLP-1

Another topic that wasn’t as ubiquitous but is no less potentially seismic is the use of GLP-1 medications. A session moderated by Betsy Pendergast of Dig Insights featured conversation with Liz Ackerley, Danone’s senior director strategic insights and analytics, and Laurie Dewan, director, consumer insights for Abbott’s Lingo Biowearables, in which the researchers outlined how their respective firms are trying to get a handle on what the drugs and their rapid embrace by consumers means for their respective businesses. 

In Danone’s case, Ackerley said, one of the tasks is figuring out how to talk about GLP-1 at-shelf. GLP-1 users need more fiber, protein and water in their diets and if your products are in that wheelhouse, do you underplay their relevance to GLP-1 users and risk having them fall out of consideration or do you overplay it and possibly turn off people who aren’t using the medications or who don’t want to be associated with them? For Lingo, its glucose-monitoring biosensors help users tune into how certain foods affect their bodies and with GLP-1 drugs changing the conversation around what’s good and bad in food, many consumers are rethinking their dietary choices. Dewan said storytelling has been helpful in getting internal groups to understand what a GLP-1-driven future might look like and how it affects their product and service offerings. 

Beyond the already massive implications for food and beverage firms, there are potential impacts for insurance firms (could a healthier populace rewrite actuarial tables?), clothing manufacturers (what happens when people have to rework their entire wardrobes?), water utilities (will a nation of GLP-1 users strain our supply of clean water?), airplane and automobile makers, health care, dating apps, construction and building codes and more.

Estimates are that 1 in 12 U.S. adults have ever taken a GLP-1 agonist and within that group 6% are currently taking a GLP-1 medication. And further, nearly half of the country qualifies as being eligible for GLP-1 usage for weight loss. I doubt AI will be supplanted as a conference talking point anytime soon but given the breadth of its potential impacts, GLP-1 can’t be too far behind.