Monica Gessner

Monica Gessner
  • Title: Research Director
  • Company: AOR

Monica has been working with Brian at AOR since 2011 and has multi-market experience, across Australia and internationally in the US and Europe. Monica has an MBA from the Kellogg School of Management in Management Strategy, Organisational Behaviour and Marketing, and a BSc from Brown University in Applied Mathematics-Economics. Monica has worked on both client-side and agency side, in both syndicated and bespoke research, both qualitative and quantitative. Some of the companies Monica has worked for include The Clorox Company, A.C. Nielsen and Roy Morgan Research. Monica has been involved in multiple industries including Government, Media, FMCG, Retail, Alcohol, Banking and Non-Profit. Monica has experience across all aspects of consumer research, including customer satisfaction, brand health measurement and tracking, usage and awareness tracking, advertising effectiveness measurement and tracking, choice modelling, and the entire spectrum of qualitative research.

AI and Big Data challenges and opportunities

Co-Presenters- Dr Con Menictas & Brian Fine

AI and Big Data are pretty much taking over important aspects of our lives. However, does this rapid advancement of human redundancy via AI and Big Data, affect the market research industry? The good thing is that AI and Big Data bring automation, which is a welcomed change to free up time and reduce costs. AI and Big Data though pose problems on the issue of protecting private and sensitive information. We illustrate via client feedback the increasing use of non-researchers, which can facilitate an integration of Big Data and Primary Data. This allows clients to access more granular analysis than that afforded by market research with its current ethical constraints! As clients amass more data from a variety of sources, they tend to increasingly use AI and Big Data to predict cross-sell and up-sell, acquisition and retention, and churn, rather than to use market research. This paper examines the developments of AI and Big Data and the likely trajectories that will emerge, which have the potential to affect our industry. We discusses the pros and cons of AI and Big Data and the emerging trends that as researchers we all need to be aware of as we move into a more technologically advanced world.