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

What is the market research industry doing to tackle the data quality crisis? In this podcast, the second of a three-part series, we will look at what agencies and industry bodies are looking to improve sector-wide approaches to data quality and consider whether these initiatives are having the desired impact.

The podcast will in particular feature the work of the Global Data Quality Partnership https://www.globaldataquality.org, which has been set up by a number of industry bodies across the globe, including the Market Research Society (MRS), to campaign for greater data quality in insight, and to provide guidance on steps to address any weaknesses in the industry.

This episode follows the first episode of this podcast series, which looked at the roots and causes of the data quality crisis and the issues it poses for the industry. The final episode of the series will consider the potential impact of AI and synthetic data.

Host

Liam Kay-McClean, deputy editor, Research Live

Guests

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

In this podcast, the first of a three-part series, we will examine whether there is a data quality crisis in the market research industry. Data quality has cropped up as a major issue in recent years, with survey fraud seen as a potential threat to the wellbeing of the sector in the long term. With the advent of generative artificial intelligence, synthetic data and AI personas, data quality has become a more pressing issue.

The Global Data Quality Partnership https://www.globaldataquality.org/ has been set up by a number of industry bodies across the globe, including the Market Research Society, to campaign for greater data quality in insight, and to provide guidance on steps to address any weaknesses in the industry.

The first episode of this podcast will examine the issues poor data quality poses to market research, as well as some of the underlying causes and the potential ramifications if the problem is left unchecked. Subsequent episodes will examine recent initiatives to address the problem and the impact of AI.

Host

Liam Kay-McClean, deputy editor, Research Live

Guests

Debrah Harding, managing director at the Market Research Society

Oscar Carlsson, founder at Milo Advisory

Kyle Ferguson, chief executive officer at Forsta

Andrew Cooper, founder and chief executive officer at Verve

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

Melanie Courtright, chief executive officer at the Insights Association