Faster Research, the Same Underutilized Insights? How MCPs (might) Change the Dynamic

Research is becoming faster, more connected, and easier to access, but the gap between insight and action hasn't closed. Tucker will open with what Great Question is seeing since rolling out its MCP earlier this year (one of the first UXR platforms to do so). What's emerging is a split: most teams are using MCPs to speed up insight access, while a smaller set are using them to route insights into the tools where decisions actually happen.
From there, Tucker will lead an interactive discussion with the audience. Why does research still get stored and forgotten? Why do product conversations fall back on opinion or speed, even when customer insights are available? What's actually different in an AI-driven workflow and what isn't?
Through shared experiences, we'll look at how teams are adapting, where MCPs are helping (and where they're creating new failure modes), and what it takes to get customer voice into decisions at the moment it matters.