Roddy Knowles

COO

dtect

Roddy Knowles is COO at dtect, ensuring its customers get maximum value from the data quality platform that prevents survey fraud. Throughout his career, he has been a persistent champion of innovation, standard-bearer for data quality, and vocal advocate for research participants. He has served the industry in board and advisory roles with MRII, WIRe, ESOMAR, and the Insights Association. He holds an MA from Boston University - and is a proud PhD dropout.

Sessions

Jun 24

2:35 PM - 2:55 PM GMT+2

Green Stage

AI Governance / Trust

Data Quality

Leadership

Research Integrity

Signal vs Noise: Market Research as the Conscience of AI

As AI becomes the interface to organizational knowledge, research no longer informs one decision — it feeds systems shaping thousands. Yet AI cannot judge nuance, detect bias, or question methodology. This session reframes researchers as the conscience of AI — ensuring data is real, representative, and trustworthy, and that AI learns from the right answers.

Key Takeaways:

1. Reframe your role from data provider to trust infrastructure in an AI-driven org.

2. Rigor, representativeness, and bias control are what AI lacks—turn that into influence.

3. Leave with mindset shifts to keep MR relevant, influential, and irreplaceable in AI.

Also speaking

Stephanie Douglass

VP, Growth, Quest Mindshare

Speaker

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