E13: Cheaper & faster, but is it better? AI’s impact on consumer research
AI and automation promise research that’s cheaper and faster. But is the output actually better? In this episode, JT talks with insights leader Tina Tonielli, former US Lead of Insights & Analytics at Haleon, about what “good” looks like when brands adopt AI at scale. They unpack the trade-offs between speed, cost and quality, how “always on” data can overwhelm teams, when decision cadence matters more than data cadence, and where procurement and onboarding slow things down. They also explore where AI truly helps in insight work, and the skills leaders need next: a growth mindset and the courage to experiment, fail fast and learn in public.
AI and automation promise research that’s cheaper and faster. But is the output actually better? In this episode, JT talks with insights leader Tina Tonielli, former US Lead of Insights & Analytics at Haleon, about what “good” looks like when brands adopt AI at scale. They unpack the trade-offs between speed, cost and quality, how “always on” data can overwhelm teams, when decision cadence matters more than data cadence, and where procurement and onboarding slow things down. They also explore where AI truly helps in insight work, and the skills leaders need next: a growth mindset and the courage to experiment, fail fast and learn in public.
Insights and analytics executive
Tina Tonielli is a senior insights and analytics leader with 20+ years of experience shaping strategy for major global brands. She has led teams across Haleon, Pfizer Consumer Healthcare, GSK, and Johnson & Johnson, known for translating human understanding into clear strategy and measurable business growth. Today, she advises leaders and organizations on using insights to make smarter, faster, more human-centered decisions
