Gamers aren't just data points - they're people with passions, habits, and evolving expectations. In this fireside chat, Peter Summersgill, Sr. Director of Consumer Insights at Sony Interactive Entertainment America, joins Arun Kumar, Global Lead of Data, Analytics & AI to unpack how cutting-edge AI and traditional market research can work in concert. They'll explore how Sony uncovers what truly drives gamers, balancing technology at every step with an approach that always puts the human perspective at the center. Attendees will walk away with lessons on blending machine-driven insights with qualitative nuance to better understand, serve, and inspire audiences.