In this episode of the Happy Market Research Podcast, host Dan Fleetwood speaks with Eugenia Archetti, Senior Manager of Customer and Market Insights at Owens & Minor. Eugenia shares how her team leverages AI sprints, synthetic personas, and close-ended agents to accelerate new product development in healthcare and consumer channels.
AI is transforming how insights teams conduct pre-search, analyze market trends, and build buyer personas, but what are the true costs to critical thinking? In Episode 29, Dan Fleetwood is joined by Eugenia Archetti, Senior Manager of Customer & Market Insights at Owens & Minor.
Eugenia takes listeners behind the scenes of healthcare PPE and product innovation, discussing how her team utilizes closed-ended AI agents, Claude, and synthetic data to map out need states for both medical professionals and everyday consumers.
Guest:
Eugenia Archetti – Senior Manager of Customer & Market Insights at Owens & Minor. A Marketing Research Innovator with over 15 years of experience guiding Fortune 500 companies, she specializes in cross-cultural insights, new product development, and integrating UX with data analytics across healthcare, CPG, tech, and retail. Eugenia is known for leading exceptional cross-disciplinary teams and bridging the intersection of culture, identity, and brand strategy. Her academic background includes two master's degrees (MS in Market Research, MBA) and doctoral studies in anthropology.
Useful links:
Eugenia Archetti on LinkedIn: https://www.linkedin.com/in/eugenia-archetti-mba-msmr-01080a/
Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood
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