Market research & insights

The power of combining real and synthetic respondents in market research

In the 2013 science fiction film Her, set in the near future, a lonely writer named Theodore develops an unexpected and profound relationship with an artificially intelligent virtual assistant designed to meet his every need. Theodore is captivated by her ability to learn, adapt and exhibit human-like psychological growth. This portrayal of human-AI interaction is no longer confined to science fiction.

What does AI mean for the future of insights and the market research industry?

I’ve been working in market research for my entire career spanning a 30-year period, including leading large teams and building my own successful agency. I’m someone who is curious and open to change, so I’ve always tried to stay at the forefront of innovations, playing an active role in shaping our industry.

Digging deeper – how human intelligence still holds the key to true insight

Say ‘no’ to boring research deliverables – some ideas to inspire

Our top tips for delivering insights that lead to business impact

Smarter, faster qualitative communications research that drives decision making

Sprint Labs: virtual qualitative research that delivers speed and quality

5 reasons why it’s time to voice-enable your surveys

AI powered insight to generate ideas at superhuman speed