This presentation outlines the results of a recent research project exploring public perceptions of the overarching Piaggio brand. Central to the study was the methodology—what we describe as qualitative research at scale. By using generative AI, i.e. a customized third-party solution based on ChatGPT, two distinct AI-personalized questionnaires were deployed: one informed by company inputs and the other based on publicly available data. In total, the system generated 300 unique questionnaires, offering a significant shift away from traditional data collection toward a focus on interpretation. Our key takeaway: the role of the researcher is evolving. The main challenges are no longer about gathering data, but rather about personalization and interpretation. This presentation will discuss how a hybrid model—combining the depth of qualitative insights with the scale of quantitative methods—can be both practical and powerful in contemporary brand research. In this session, you will learn:

• How to design and implement AI-personalized qualitative research at scale
• How to balance company-driven insights with publicly available data in questionnaire development
• How to interpret “mixed” research results as a source of strategic value
• How to adapt the role of the researcher in an AI-supported research environment