Artificial intelligence (AI) threatens to transform the market research industry in the next few years. But with data quality still an issue in the industry, how will the advent of AI complicate the situation? And with synthetic data on the horizon, how is the market research industry transforming its approach to data quality?

This podcast will try to answer those questions, with the final part of our three-part series into the data quality crisis in market research focusing on AI’s potential impact on the issue. Previous episodes looked at the roots, effects and causes of the data quality crisis and some of the work being undertaken to address the problem.

Host:

Liam Kay-McClean, deputy editor, Research Live

Featuring:

Debrah Harding, managing director at the Market Research Society

Melanie Courtright, chief executive officer at the Insights Association

Simon Glanville, managing director at Ronin

Rebecca Cole, managing director at Cobalt Sky and MRS Main Board member

Oscar Carlsson, founder at Milo Advisory

Andrew Cooper, founder and chief executive officer at Verve

Steve Phillips, chief innovation officer and co-founder at Zappi

Kyle Ferguson, chief executive officer at Forsta

Alexandra Kuzmina, innovation associate director, MMR Research