What prompts and guardrails are needed for AI to deal effectively with open-ended survey questions and unstructured data?
At MASB Winter Summit 2026, Feb. 18-19 on Zoom, marketing industry veteran Tim Gohmann, PhD, will present, Identification and Assignment of Sentiment to Purchase Drivers with AI. This presentation will describe a methodology for identifying and assessing driver sentiment (motivation elements) from user text verbatims with AI. Request your invitation from events@themasb.org.
Gohmann is currently a contract consultant to SmartThink Marketing Group serving as its Chief Science Officer. Over his 50-year career he has held a variety of research management positions with Behavioral Science Lab, TNS/Kantar, Decision Analyst, Hilton Hotels & Resorts, J.D. Power & Associates, rsc Quality Measurement Company/ARS, Wirthlin Worldwide, The Coca-Cola Company, and Burke Research. He has taught behavioral economics at the University of Texas, marketing research at the University of Cincinnati and data analysis for the Burke Institute. He serves as a member of the MASB Marketing Metric Certification team and holds a Ph.D. in experimental psychology from the University of Virginia and a B.A. from the University of Notre Dame.
Marketing Accountability Standards Board summits are key gatherings for those driving the marketing accountability movement. Leading finance, analytics and marketing professionals from marketers, their suppliers, industry associations, and academia attend to network, get briefed on recent advances, and participate in shaping the future of accountable marketing. Request your invitation from events@themasb.org.