# Kelvin Claveria

Kelvin Claveria writes about marketing and consumer insights, including how AI affects marketing and what insights teams should consider when choosing research platforms.

- Profile: https://b2binfluencer.marketing/creators/kelvin-claveria/
- LinkedIn: https://www.linkedin.com/in/kcclaveria
- LinkedIn followers: 6,033
- Topics: artificial-intelligence, ai-in-marketing
- Based on 9 dated posts, latest 2026-09-30

## Summary

Kelvin Claveria is most useful for thought leadership on AI in marketing and research platform selection.

- Best for: A challenger insights technology or research software vendor wanting co-published thought leadership and a webinar segment.
- Not for: A large incumbent research platform seeking independent comparison or AI cost-saving messaging.
- Check first: Confirm deliverables, fees, disclosure, timing, and the Rival Group relationship in writing.

### Takeaways

- Attribution is messy, so customer conversations can explain what the numbers cannot.
- A Rival survey found 74% of Gen Z reacted negatively to AI-made marketing.
- Research platform checks include total cost, time to first real study, and participant experience.

## Main ideas

- **When attribution is messy, customer conversations can explain what the numbers cannot**: Claveria argues that brand building, AI adoption, and customer experience can matter even when their effect on sales is hard to attribute. Rather than abandoning brand investment because of that measurement gap, they recommend asking customers directly about their priorities, buying motivations, discovery, purchase triggers, and alternatives.
- **AI efficiency can carry a cost if audiences see it as a sign of disregard**: Claveria does not argue that marketers should stop using AI. They say efficiency alone is an inadequate measure of success: audiences may read AI-made marketing as a signal about the company, not just judge the output. They present task choice as the practical distinction, describing uses such as journey planning and CRM cleanup while reserving strategy, brand voice, and creativity for people. The suggestion to keep listening as attitudes change is Paula Catoira’s view, quoted by Claveria, rather than a separate statement by Claveria.
- **Evaluate research platforms by the work and experience they enable, not the headline price**: Claveria argues that a familiar, expensive enterprise platform is not automatically the safest or most valuable choice. Their checklist considers support, hands-on help, total cost, time to launch a real study, and the participant experience. They connect poor survey usability to data quality: people may rush, disengage, or drop out. The post is written from Rival Group’s commercial perspective; ask for independent evidence to validate its vendor comparisons.

## Work to read

- [What CMOs will prioritize in 2026, and why attribution still won’t cooperate](https://www.linkedin.com/posts/kcclaveria_insights-marketresearch-marketing-activity-7399498578022309889-EgSw)
- [Gen Z reacts against AI-made marketing — and the reason isn’t output quality](https://www.linkedin.com/posts/kcclaveria_when-leaders-talk-about-using-ai-in-marketing-activity-7495515093120569344-9Ry8)
- [Five questions to ask before signing up for an enterprise research platform](https://www.linkedin.com/posts/kcclaveria_insights-pros-are-you-inadvertently-overpaying-activity-7496276683143163904-Q8rh)

## Brand relationships

- **Rival Group** (employment)

## Partnerships

Kelvin Claveria writes from inside Rival Group: their posts refer to Rival Technologies customers, describe “our philosophy at Rival Group,” and quote the Rival Group CMO. They promote Rival’s research and link to a Rival report, but none of the three posts provides a sponsorship menu, rate card, audience package, lead time, or partnership contact. Buyers would need to propose and scope a collaboration directly, confirming deliverables, fees, disclosure, and timing in writing before committing spend. Competing insights or research-technology vendors should weigh the practical conflict: Claveria’s recent published work argues for one platform and against overpaying for large enterprise alternatives, which may make an independent or comparative campaign difficult to place with them.

## Alternatives

- Peep Laja: Choose Laja when the campaign’s main decision is whether B2B marketing teams are hearing from buyers outside their customer base. Their posts cite a survey of 100 B2B marketing leaders and contrast the use of customer interviews with the much less frequent study of noncustomers. That makes Laja a closer match for a campaign about market research and buyer evidence.
- Diego Mas González: Choose Diego Mas González when the campaign is about practical AI boundaries in research work. Their post describes using AI to edit and pressure-test discussion guides and survey questions, while keeping synthesis, critical thinking and final delivery human-led. That offers a more specific practitioner-led angle than a broad marketing-efficiency discussion.
- Lauren Sallata: Choose Lauren Sallata when the campaign is chiefly about aligning marketing, sales and service around a shared go-to-market plan. Her post offers diagnostic questions on the ideal customer profile and pipeline slowdowns, supporting a strategy-focused discussion for revenue leaders.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/