Mai Marcelo

Mai Marcelo emphasizes understanding consumer behavior beyond surface-level data, highlighting the importance of emotions and values in developing consumer strategies. By creating emotional connections, brands can build stronger relationships with customers. Marcelo encourages research practitioners to consider values in their analysis and explore mobile-friendly and engaging research approaches. She believes in research innovation, proposing new perspectives, methodologies, and solutions to address industry pain points. Marcelo suggests incorporating futures thinking into research and cultivating holistic researchers. She hopes to see discussions on the industry's contribution to sustainability at the IIEX conference series.

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Speaking history

IIEX Asia Pacific

23 February 2027 Bangkok, Thailand “In the age of big data and AI, we get to know a lot about consumers – their behavior, what they like to consumer, where, when what and how. We may also be able to get some reasons why they consume certain things, but we often fall short on the deeper motivations and the root of why they consume that things that they buy. I want to share the importance of emotions and values for developing consumer strategies. How brands can leverage on emotions and values to develop a stronger relationship with their customers.”

IIEX.AI

23 September 2026 “In the age of big data and AI, we get to know a lot about consumers – their behavior, what they like to consumer, where, when what and how. We may also be able to get some reasons why they consume certain things, but we often fall short on the deeper motivations and the root of why they consume that things that they buy. I want to share the importance of emotions and values for developing consumer strategies. How brands can leverage on emotions and values to develop a stronger relationship with their customers.”

GRIT Insights Practice Forum

8 July 2026 Virtual, United States “In the age of big data and AI, we get to know a lot about consumers – their behavior, what they like to consumer, where, when what and how. We may also be able to get some reasons why they consume certain things, but we often fall short on the deeper motivations and the root of why they consume that things that they buy. I want to share the importance of emotions and values for developing consumer strategies. How brands can leverage on emotions and values to develop a stronger relationship with their customers.”

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