From Rearview to Radar: The New Rules of Market Research

In this fast-paced episode, Liz and Mark sit down with Patricia Velasquez, B2B Strategy & Insights Lead at Google, to unpack how AI, automation, and real-time data are rewriting the rules of market research. Patricia explains why traditional surveys and quarterly decks—once the backbone of insight-gathering—are now the rear-view mirror in a market moving too quickly for backward-looking analysis.

She reveals three forces reshaping B2B research today: AI-powered insight tools, synthetic panels, and multimodal signals (voice, visual, behavioral). Together, they shift organizations from “ask and wait” to “observe and adapt.” Patricia offers a practical starting playbook for mid-size companies: instrument digital touchpoints, use AI-enhanced platforms already available, and operate in fast, agile learning loops.

The conversation also digs into the emotional side of B2B buying—how trust, confidence, and human validation matter more than ever. Patricia shares a look at emerging frontiers like intent-based targeting, AI co-pilots, and agentic research that proactively surfaces insights and strengthens storytelling.

Her final message: treat research as a living system, not a static report. Learn faster than the market, stay curious, and use AI as a force multiplier—never a replacement for human judgment.


Resources Mentioned

Think with Google (industry insights & research)
Google Trends (real-time search behavior)
LinkedIn – Patricia Velasquez (connect with the guest)