From the Art of Marketing Conference at the University of San Diego, Rebl Risty of Rebl Labs AI hosts a panel with Kirsty Nunez, Kathy Townend and Phil Goddard. Exploring how qualitative data and AI are redefining customer segmentation. They trace the conference’s origins, share how AMA San Diego serves the community, and unpack a new approach to building segments from rich narrative feedback at a fraction of traditional costs.

Key Takeaways:

-Qualitative segmentation can turn interview and open-ended feedback into actionable segments, complementing or bridging to large quant studies.

-AI speeds “time to insight” while keeping the researcher in the loop for oversight and edits.

-Comments often reveal hidden pain points that satisfaction scores miss.

-AMA San Diego’s Art of Marketing Conference grew from a small plenary to a marquee community event focused on education and networking.

-Practical starting point: short loyalty surveys with open responses can surface motivations before bigger research investments.