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About

A new possibility is available to researchers in 2025: the ability to capture the assurance and scale of quant alongside the depth and emotions of qual – all in a single study. Knit’s newest advancements to its Researcher-Driven AI allows for a true “knitting” together of quant + qual seamlessly into a single study. In this session, Zontziry (Z) Johnson, Knit's head of research, showcases how Knit's end-to-end AI platform enables researchers to gather, analyze and act on quant + qual insights faster than ever. In the session, Z will cover:
• How quant + qual can be "knitted" together for more insightful research.
• How AI is being applied at every step of the research journey – from survey creation to reporting.
• How this combo of quant + qual is being leveraged for concept testing, brand strategy, innovation research and more.
• How researchers fit into the equation as AI continues to develop.

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Zontziry (Z) Johnson

head of research, Knit
o Zontziry (Z) Johnson is an accomplished research leader with a proven track record of leveraging data to shape business strategies. As the head of research at Knit, she applies her creative, out-of-the-box thinking to drive tool adoption, democratize research insights and foster customer growth and retention. Z has held key roles at industry-leading organizations, including vice president of brand health at Ipsos, vice president of consulting and customer transformation at Zappi, and market research manager at Microsoft. Her experience spans directing high-impact market research studies, building innovative programs from scratch and marketing SaaS offerings to deliver measurable value. Renowned for cultivating strategic partnerships and leading transformative projects, Z has supported multiple Fortune 500 companies, guiding their efforts from concept testing to audience understanding. Her expertise and passion for innovation make her a trusted voice in the market research industry.
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