The story behind the voice
Richard Cisneros is President, Co-Owner, and Chief Research Strategist at Creative Consumer Research (CCR), a full-service marketing research firm serving organizations across the U.S. With 26 years of experience, Richard has built his career around understanding not just what consumers say, but why they think, behave, and make decisions the way they do.
He has designed and led qualitative and quantitative research initiatives across industries including energy, transportation, healthcare, education, consumer products, and professional services. As a moderator and strategist, Richard is known for connecting consumer insight with the business decisions it is intended to inform—moving research beyond data collection and into actionable strategy.
Richard also serves on the boards of Junior Achievement of Southeast Texas and the Houston Business Marketing Alliance. He is a frequent speaker on consumer behavior, marketing research, effective communication, and the power of listening to drive better business decisions.
AI, Market Research, and Advertising Insights Panel
AI is changing how advertisers gather and use consumer insights, but the value still comes down to what teams do with the information. In this panel, market research experts discussed how AI is being used across the research process — from understanding audiences to shaping strategy, testing creative, and informing media decisions.
The conversation looked at where AI can move research faster, where experienced judgment still matters most, and how advertisers, marketers, and creatives can use these tools to make sharper decisions without losing the thinking behind the data.
For anyone responsible for strategy, creative, or campaign performance, this discussion offered a grounded look at what AI-driven research actually means for the work.