Can We Trust AI in Market Research? Four Principles Every Researcher Should Follow
How can researchers trust AI in market research? Learn four practical principles for using AI responsibly while avoiding hallucinations and protecting data reliability.
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Data Quality Is Everyone’s Job
Market research professionals must take shared responsibility for improving survey data quality. Learn how better surveys, transparency, and fair compensation can help fix the system.
Read storyThe Shelf Life of an AI Synthetic Panel
Are surveys that require humans to answer researchers’ questions still necessary? Are they worth the expense, or can we now rely on GenAI technology to replace them with cheaper and quicker synthetic panels? These are the questions we’re grappling with as we watch the market research industry evolve with the rise of synthetic panel data.
Read storyDo you still need humans to answer your surveys?
Being in the business of customer insights, we wanted to see if Gen AI technology has reached the level at which researchers can confidently ask their questions of synthetic panels instead of humans.
Read storyThe Consumer Market in Africa: Who They Are & How to Target Them
We sat down with our partner and market research professional, Daniel Kamau, to talk about market research in Africa, some of the trends and peculiarities brands should be aware of when they start their journey to get to know African consumers.Â
Read storyGenerative AI has arrived in Market Research: One Reason to be Excited, One Reason to Worry, and One Reason to be Hopeful
What is it with generative AI? Should we start thinking about the world post-online surveys? Will AI simply sit atop the data universe, and will the art of customer insights boil down to being able to write the best Chat-GPT query?
Read storyOn the virtue of staying curious…
…or why it is so hard to ask why. GroupSolver CEO Rasto Ivanic reflects on how he stays curious and why he chooses to invest in it.
Read storySparking employee initiative in the post-COVID workplace
Psychologist and Coach, Martina Matusova, explores the concept of initiative and its relation to employees’ mental health in the workplace.
Read storyShould We Be Worried About AI Becoming Sentient? Spoiler Alert: Not Yet
We want to set the record straight on AI Sentience. Read more to see if our researchers think the topic is a valid point of concern.
Read storyA better way to smarter insights starts now
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