On the 18th – 19th November, the insights community gathered in Dubai for MRMW MENA 2025.
It was an event shaped by the region’s own momentum, where rapid cultural shifts and a fast-growing tech landscape are influencing how we listen, learn and make sense of people’s lives.
Listening Deeper in a Changing Cultural Landscape
Among the standout sessions was a talk from our Head of Innovation & Co-founder, Ester Marchetti, who explored a question many in the room recognised immediately. How do we understand people when the topics that matter most to them are also the ones they often struggle to talk about?
In her session, Listening Deeper: How AI Moderation Uncovers Vulnerability, Identity and Trust, Ester shared how the role of AI in everyday life has expanded far beyond efficiency.
People are increasingly turning to AI for comfort, structure and even emotional support. This change, she explained, alters the way we think about authenticity in research.
When dealing with subjects like identity, health or personal transformation, traditional interviews can unintentionally create pressure. Respondents may censor themselves, worry about judgement or adapt their answers to please an interviewer.
Ester showed how AI-moderation helps reduce these barriers, giving respondents space to be more open and honest, often in ways they do not feel able to with another human.
GLP-1: Identity, Change and the Human Story Behind Behaviour
One of the most striking examples Ester shared came from our recent work exploring the rise of GLP-1 medications. Across the region, consumers spoke openly about how these treatments were shaping not only their routines but their confidence, social behaviour and sense of self.
Participants described “feeling like they had climbed out of a ten-foot hole” and reconnecting with parts of their identity they had long ignored. Hearing these stories collectively, it became clear how much emotional weight sits beneath the headline trends.
These reflections were captured not only through text but through photo, audio and video interviews, offering a more holistic picture of their emotional journey.
To make sense of these emotional journeys at scale, Ester also introduced Dynamic Personas we built from the GLP-1 study.
These personas evolved as each new interview was added, reflecting differences between those seeking control, those rediscovering confidence and those viewing GLP-1 as a gateway to broader lifestyle transformation.
Instead of fixed segments, they became living profiles shaped by real stories, helping teams explore how attitudes may continue to shift over time.
Couldn’t Join Us in Dubai?
If you missed the session, we’d love to take you through the work and share what we learned.
It was especially meaningful to be the title sponsor this year and to support an event that brings so many thoughtful voices together.
MRMW MENA reminded us how much the industry grows when we make space for honest conversations and genuine curiosity.
If you’d like to explore Bolt Insight for yourself, just click ‘Book a Demo’ and our team will be in touch.
