[US webinar] AI in service of human insight: A new approach to brand tracking

Traditional brand tracking excels at showing what is happening: when perception shifts, when buzz spikes, when reputation moves. What's been missing is a scalable way to hear directly from people about why those changes occur.

Through AI-guided conversations, we can now collect rich, qualitative context from verified YouGov panelists, understanding their narratives, emotions, and motivations, and embed these insights directly into continuous BrandIndex brand health metrics at speed and at scale.

In this session, we’ll explain:

• Why authentic consumer voices matter more than ever
• How brands can move from data to understanding to action
• How AI helps preserve context and meaning while making qualitative insight more scalable
• Real-world examples, including consumer reactions to Super Bowl advertising, showing how human insight brings brand metrics to life

Meet the speakers

Joe Razza, Chief Product Officer, YouGov

Joe Razza is a product and design leader with more than 20 years of experience building technology that helps businesses make smarter decisions. As Chief Product Officer at YouGov, he brings over a decade of deep expertise in the market research and insights industry, translating complex data into intuitive, high-impact tools.

Joe has led cross-functional teams across product, design, and engineering, consistently focusing on outcomes that drive end-user value and measurable business results. Passionate about empowering people to do their jobs better, he and his team build products that simplify workflows, unlock insight, and create lasting customer impact.

Kathryn Topp, CEO, Yabble

Kathryn Topp, is an influential force in the world of artificial intelligence and insights. A laureate of the US Insights Association and thrice honoured as one of the 250 most influential global leaders in market insights by ESOMAR Insight250, Kathryn is a transformative figure whose visionary leadership has genuinely reshaped the way the world thinks about insights and artificial intelligence.

As the CEO and founder of Yabble (a company acquired by YouGov in 2024), Kathryn spearheaded the creation of the world's leading generative AI platform for insights, which has been recognized both as one of the 25 most innovative platforms globally and one of the top 50 most innovative insights businesses in the world. With more than 30 years of global experience across client, agency, and technology roles, and a track record of partnering with many of the world’s biggest brands, Kathryn brings a rare blend of deep industry expertise and visionary thinking.

Jonathan Van Parys, Chief Platform Officer, YouGov

Jonathan Van Parys is YouGov’s Chief Platform Officer. He oversees the product and engineering teams building YouGov’s technology platforms, including the company’s AI platform.

Jonathan began his career in consulting and operations research, and joined YouGov in 2016 as Director of Public Data, having previously led product teams in the advertising and entertainment industries. He is based in YouGov’s New York office.

YouGov

YouGov is a global research data and analytics group that is powered by reality. Thanks to a unique panel comprising millions of highly engaged members across 64 markets, we deliver unsurpassed accuracy, to inform better, more impactful decisions.

When you want unsurpassed accuracy to inform more impactful decisions, you need real-time, real-world data from real people.

YouGov /Research Reality