SampleCon 2026 | Stop Asking. Start Observing. The Behavioral Future of Panels

Survey fatigue is rising. Fraud is evolving. Acquisition costs are climbing. At the same time, AI demands richer, more continuous signals than traditional surveys were built to provide. The panel model is not broken, but it is being forced to evolve. In this forward-looking conversation, industry leaders explore the shift from survey-only panels to behavior-first intelligence platforms powered by consent-based, always-on data. By layering attitudinal insight on top of observed digital behavior across apps, web, commerce, media, and search, panels can reduce respondent burden, improve targeting precision, increase ARPU, and unlock new monetization models. Modernization is not just about technology. It requires new standards, interoperable frameworks, and a rethinking of recruitment, profiling, and panelist experience. What happens when we flip the script from asking to observing? What does it take to build panels that are truly fit for AI? This session moves beyond disruption rhetoric and into practical reality, exploring what is working, what is hard, and what the next generation of panel economics looks like. Moderator: Oscar Carlsson | Milo Advisory Panelists: Hannu Verkasalo | Behavix Inc Andrew Moffat | Qroius Insights