In this episode of B2B No Bull, we tackle the future of market research with Patricia Velázquez from Google. Patricia breaks down how AI, automation, and real-time data are transforming the way companies understand their customers—moving from static reports to living, predictive insight engines. From synthetic panels to agentic research, she reveals how B2B brands can turn overwhelming data into fast, actionable intelligence. Whether you’re a marketer, strategist, or data skeptic, this conversation shows why the future of research isn’t analysis—it’s anticipation. Patricia Velázquez, Education Strategy & Insights Lead at Google
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