Recent Articles

We are the chefs. Data are our ingredients.

But concerns exist.

Observations and takeaways from the AI Forum

The successful implementation of AI will involve a dual effort of self-regulation and outside regulation from lawmakers and legislators.

"Everyone, from pioneers to beginners, is in the process of pinpointing gaps, potential risks, and biases."

How can AI support insights professionals in bringing insights to life and building compelling narratives?

"A few clients mentioned their successful large-scale tests enabling them to produce far more sophisticated market segmentation analyses. "

A recent roundtable discussion delved into the diverse landscape of AI's role in qualitative research, raising a multitude of questions and considerations.

Over two round table sessions, we (a collection of clients and suppliers from a wide range of countries, including Japan and Tunisia) discussed the implications of AI on the evolution of research methods.

ESOMAR brought together experts, practitioners and curious learners (such as myself) eager to learn and share knowledge about one of the tropical topics – Artificial Intelligence (AI) in the insights industry.

Discover the importance of embracing AI in a rapidly evolving industry and the benefits of incorporating colour theory from the beginning of your product development process.

AI is fast becoming a driving force in the market research and insights industry.

The entire presentation from Congress 2023, discusses the necessary skills we humans will need to consider to stay competitive in the evolving technological future.

As we embark on the exciting journey of technological progress, we ask ourselves how can we in insights take advantage of AI rather than have it take advantage of us? How much can it amplify our capabilities?

AI was once the least exciting subject area in tech. We wanted cyborg pets and robot manservants. What we had was reliable data transfers and more targeted email marketing.

When it comes down to it, we will use every sophisticated tool in very human ways. I wonder if ChatGPT will survive what humans do to it!

“The only constant thing in life is change.” So (apparently) said Heraclitus of Ephesus, a Greek philosopher of about 2,500 years ago.

In Part Two, we looked at how this is changing the way in which insight operates within the strategy, marketing and insight disciplines, introducing the seven ‘Power Skills’. In this final instalment, we put the spotlight on each of these skills.

This article acknowledges the leaps AI has made for our industry but also highlights the pitfalls of distancing ourselves from the people we seek to understand.

In the first part of this article, we established that we now face a genuinely new paradigm for insight. But just how will the arrival of generative AI change the overall business structure within which insight operates.