2026 Agenda

 

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Cut Research Costs With Agentic AI Without Losing Rigor

Erika Lagunaviciute  (Director of Market Research, RealTruck)
Date: Wednesday, October 7
Time: 3:00 pm - 3:30 pm
Pass Type: All Access - Get your pass now!
Session Type: Summit (All Access Required)
Track: Summit | AI in Action
Vault Recording: TBD
Erika Lagunaviciute

Many teams build segmentation and personas, but the work often stalls as a static deck that never changes decisions. At RealTruck, we built a segmentation and persona framework using a blend of quant and qual research, then validated it through paid media testing in partnership with our brand and media teams. We did not stop at awareness metrics; we used the learnings to refine value propositions, improve targeting, and strengthen downstream consideration and purchase intent outcomes. From there, we operationalized the personas across product innovation and roadmap decisions to guide future investments and prioritize what to build next. In this session, I'll share the end-to-end blueprint, including how we designed segments to be "activation-ready," how we structured testing to prove impact, and the governance model that keeps personas alive and used across teams.

Takeaway

  • A practical framework to build "activation-ready" personas and prevent them from becoming a one-time deliverable
  • How to validate segmentation through real-world media testing and translate results into measurable business impact
  • A governance and adoption playbook to embed personas into innovation pipelines and cross-functional decision-making