At the Art of Marketing Conference hosted at the University of San Diego, REBL Risty of REBL Labs AI hosts a panel with Kirsty Nunez, Kathy Townend and Phil Goddard. They made a case for a powerful middle path in segmentation: using AI to analyze qualitative feedback at scale. Rather than relying only on large, expensive surveys or purely intuitive workshop segmentations, this approach mines the language in interviews and open-ended responses to uncover motivations, needs, and behaviors that simple satisfaction scores often miss. With a researcher-in-the-loop workflow, teams can move faster without giving up rigor, validate insights step by step, and build personas grounded in real customer narratives. It is a practical starting point for small teams and a high-leverage complement for large organizations, all while aligning with AMA San Diego’s mission to educate, connect, and elevate the marketing community.
Key Takeaways:
- Qualitative segmentation translates rich narratives into clear, non-overlapping segments and personas.
- AI accelerates analysis while preserving expert oversight and editing.
- Open-ended feedback frequently surfaces issues hidden by high satisfaction scores.
- Start small with an open-response loyalty survey to spot patterns and motivations.
- The Art of Marketing Conference exemplifies community-driven education and networking for marketers.
Meet REBL, the AI expert and CEO of REBL Labs AI. She’s the go-to AI authority who helps businesses navigate the future of marketing automation. Known for making AI approachable and actionable, REBL is a sought-after speaker in the AI space, turning complex tech into business wins. She’s here to ensure that every business can scale smarter, faster, and with zero guesswork.
