GetWhy at TMRE 2026: Staying human in the age of AI

Name: TMRE Denver
Start: 2026-10-05

OCTOBER 5-7 · Colorado Convention Center, Denver

Hear Grupo Lala on stage Tuesday, October 6 at 10:20 am in Room 703, then see a live demo at booth 642.

WHY WE ARE AT TMRE

The more AI answers, the more real people matter.

TMRE, The Market Research Event, brings the insights industry’s leaders together for three days in Denver. It is where the discipline decides what comes next. This year, that question is AI. Synthetic consumers and generated answers are everywhere, and they are cheap. Understanding real people is not. That is why we are in Denver, and why we are on stage with Grupo Lala.

OUR SESSION · HUMAN-POWERED INSIGHTS TRACK

Staying Human in the Age of AI: How Grupo Lala is Building Always on Consumer Understanding

Tuesday, October 6 · 10:20 - 10:50 am · Room 703

As AI gives us more answers, how do we stay connected to real people? In this session, Lalo Luna, Senior Director of Strategic Insights at Grupo Lala, joins Lasse Telling, CCO at GetWhy, on stage to share how Grupo Lala is building a more continuous model for consumer understanding.

Using The Matrix as the narrative thread, Lalo will explore the promise and risks of synthetic consumers, AI generated answers and prediction, and why staying connected to real consumers matters more, not less, in an AI powered world.

The session looks at how always on consumer understanding can help organizations stay closer to people, learn continuously and make better decisions.

Key takeaways

Scale insight with AI without losing the human connection.
Move from one off studies to continuous consumer understanding.
Use human judgement to challenge synthetic answers and prediction.

Open to All Access, TMRE 2-Day and TMRE 3-Day passes.

Meet the speakers

Lalo Luna

Senior Director of Strategic Insights, Growth Analytics and Foresights, Grupo Lala

Lalo leads a multidisciplinary team at Grupo Lala and partners with senior leadership on consumer knowledge, growth analytics and AI-enabled insights. He brings 20 years of client-side experience across alcoholic beverages, dairy and FMCG, including seven years at Heineken in global and market leadership roles spanning category and portfolio strategy, innovation and creative effectiveness. He has led the adoption of AI-enabled research, knowledge platforms and new digital tools, with a focus on finding the right use cases and helping teams adopt new ways of working.

Lasse Telling

Chief Commercial Officer, GetWhy

Lasse leads global commercial strategy and growth at GetWhy. For more than 15 years he has worked where technology, customer understanding and commercial change meet, helping global brands bring AI into research and decision-making. A frequent speaker at Quirk's, TMRE and IIEX, he argues for pairing new technology with empathy, so organizations become more human in how they understand and serve their customers.