Bianca Flores, PhD

“Market research doesn’t fail because of bad tools—it fails because of bad questions. In this talk, you’ll learn how to approach market research the way a scientist would: with rigor, curiosity, and clear guardrails—then use GenAI responsibly to amplify, not distort, your insights. We’ll break down how to design high-quality interview questions that reduce bias, avoid leading respondents, and uncover real motivations rather than surface-level opinions. You’ll learn what types of questions actually produce usable signal, how to sequence them, and how to conduct interviews with strong UX etiquette—so participants feel respected, heard, and willing to share honestly. From there, we’ll explore how to use ChatGPT and other GenAI tools as analytical support: synthesizing themes, identifying patterns, stress-testing assumptions, and accelerating insight—without outsourcing thinking or introducing hallucinations. You’ll leave with practical frameworks, examples, and guardrails you can apply immediately to customer interviews, product discovery, and early-stage validation. This session is designed for founders, marketers, researchers, and builders who want better insight—not louder data—and understand that AI is only as good as the questions behind it.”