Archive: artificial intelligence
AI Moderation in Market Research: When It’s Good Enough and When Judgment Matters More
AI moderation in market research is evolving rapidly. Learn when AI-moderated interviews are good enough and when human judgment remains essential.
Karen Lynch
Head of Content at Greenbook
From Ethnography to Augmented Cultural Intelligence: Is IA Redefining Qualitative Market Research?
Scale smarter with AI. Reduce constraints, increase speed, and expand globally without losing human strategic direction.
Jaime Solórzano
Regional Manager LATAM & Head of Insights at Q2Q Global
The Signal from QRCA 2026: AI Moderation is Good Enough, Sometimes
A decision matrix to choose AI-only, Hybrid, or Human-only based on risk, stakes, and nuance.
Karen Lynch
Head of Content at Greenbook
Why Data Quality Still Requires the Human Touch in an AI-Driven World
As AI and synthetic data scale research, human oversight remains essential to ensure data quality, trust, and credible decisions.
Marco Otero
Vice President Sales at Cint
Eileen Campbell on AI, Brand Building, and the Future of Market Research in 2026
Eileen Campbell shares insights on AI disruption, M&A trends, brand strategy, and the future of mark...
From Interviews to Usability Tests: Qualitative UX Methods Explained
Explore qualitative UX testing methods, examples, and use cases, including usability tests, interviews, and AI-moderated research.
Ashley Shedlock
Senior Content Coordinator at Greenbook
What Happens When Machines Start Making Our Decisions?
As AI moderation rises, emotional depth is questioned. Explore innovation, privacy shifts, and the f...
Word of the Year 2026? Be WEIRD…It Is Your no.1 Asset
In an AI-saturated world, using LLMs isn’t enough. The real challenge is standing out when everyone has the same tools.
Dave McCaughan
Founder & Storyteller at BIBLIOSEXUAL
From Hype to Hands-On: What Agentic & Conversational AI Really Means for Research
Watch agentic and conversational AI in action. See live demos transforming qualitative research, pan...
Partner Content
Why Market Research Risks Losing Its Seat at the Decision-Making Table
Cint’s Phil Ahad warns that brands are bypassing research due to speed, cost, and quality. Can the insights industry evolve fast enough?
Phil Ahad
Managing Director, Data at Cint
The Epistemology of Augmented Insights: A Strategic Framework for Human-AI Collaboration in Qualitative Research
The future of qual research is thinking with AI. Learn a practical workflow that manages context and turns AI into a true insight partner.
Akanksha Singh
Delivery Manager - Primary Research at Acuity Analytics
AI Learns Behavioral Science - ChatGPT, Please Buy Me a Party Dress
LLM shopping agents need more than algorithms. Learn how behavioral science and shopper insights can shape better AI buying experiences.
Ashok Sethi
Director at Behave Consulting P Ltd
Karen Lynch
Head of Content at Greenbook
When AI Takes the Wheel: The Future of Consumer Intelligence
As AI reshapes consumer intelligence, this episode explores trust gaps, automation pressure, and whe...
Federico Adrogué: A 2026 Future List Honoree on AI, Blockchain, and MRX
2026 Future List Honoree Federico Adrogué, CEO of Bondum, shares how AI, blockchain, and fundamentals are shaping MRX.
Karen Lynch
Head of Content at Greenbook
Mark Ryan (Dark Matter Consulting) on AI, Scale, and the Future of the Insights Industry
AI is reshaping insights fast. Mark Ryan and Lenny Murphy unpack scale, “service software,” and how ...
AI's Real Impact on Work, Ethics, and Human Partnership
Is AI a bubble or an internet-scale revolution? This episode explores investment signals, workforce ...
Insight at the Speed of Business: The Shift from Static Measurement to Continuous Intelligence
Continuous intelligence helps B2B teams inform decisions earlier, build trust, and turn insights into action using Always-On listening and AI.
Peter Harris
CEO at Advantage Group International
How AI-Led Conversations Help Reduce Social Bias in Qualitative Research
By lowering social pressure, AI-moderated research creates private spaces where people speak freely and insights become more reliable.
Ester Marchetti
Co-Founder & Chief Innovation Officer at Bolt Insight
High Tech, High Touch: Why the Future of Insights Will Be AI and Human
High tech demands high touch. Learn why AI is increasing—not replacing—the need for human judgment, context, and trust in insights.
Ed Keller
Executive Director at Market Research Institute International (MRII)
Karen Lynch
Head of Content at Greenbook
Speed to Impact: The Only Metric That Matters Now
From AI shopping agents to GRIT data timelines, this episode unpacks the signals shaping who wins as...
Partner Content
Testing Synthetic Data Against Academic Benchmarks: A Replication Study
Qualtrics examines how synthetic data performs against academic benchmarks, addressing trust and validation gaps in AI-driven research.
Derrick McLean, PhD
Product Scientist, Edge COE at Qualtrics
How AI Is Changing Research Workflows: An IIEX APAC Speaker’s Perspective
How is AI reshaping the researcher’s role? An IIEX APAC speaker shares how research is moving closer to decisions, impact, and real-time value.
Colin Wong
Principal Consultant at Insights Heroes
Product & Innovation Testing: From Guesswork to Prediction
Explore key insights from Greenbook’s Product & Innovation Testing Showcase, featuring AI, predictiv...
Mintel and Black Swan: A New Era of Predictive Intelligence
Mintel CEO Matt Nelson and Black Swan’s Hugo Amos on their merger, predictive intelligence, AI data ...
The Inflection Point: AI Integration, Data Revolution, and What's Next
Discover how AI, automation, and data platforms are transforming research, retail, and wellness into...
Partner Content
How In-the-Moment AI-Video Interviews Can Turn CX Metrics into Diagnoses
QSR brands track CX at scale, but lack context. Discover how AI-moderated interviews explain the “why” behind CSAT and NPS shifts.
Niels Schillewaert
Head of Research and Methodologies
Eliminating Bias in Qualitative Research: Practical Strategies
Explore how to reduce bias in qualitative research with proven methods for sampling, moderation, analysis, and AI support.
Ashley Shedlock
Senior Content Coordinator at Greenbook
Follow the Spark: Why San Antonio Is The Place for Qual in February
At QRCA San Antonio, gain practical skills, peer insight, and new ideas to return to your work with clarity and renewed momentum.
Kristin Marino
Chair 2026 Conference at QRCA
7 Strategies to Defend Your Market Research Business from AI Disruption
With AI destroying switching costs and old advantages, learn the seven foundations that will define which insights firms survive.
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
2025 Wrapped: The AI Moments That Actually Mattered
As AI automates more work, demand for human storytellers surges. Explore what this year’s AI boom re...
From Research to Business Partner: Isla Yu of Cathay Pacific at IIEX APAC
How should insights teams evolve in an AI-driven world? IIEX APAC speaker Isla Yu of Cathay Pacific shares lessons on agility, AI, and impact.
Colin Wong
Principal Consultant at Insights Heroes
Partner Content
When Better Models Meet Better Data, Insights Finally Becomes Actionable
Actionable insights emerge when AI models and real-world data uncover the why behind consumer behavior, not just the what.
Brent Snider
Managing Director of Global Business Development at Behaviorally
Where Technical Acumen Meets Consumer Empathy: The Whole-Brain Journey of Jodi Koehler
From lab equations to mannequin heads, Jodi Koehler discovered consumer research by bridging chemistry with real human experience.
Brian Fowler
Senior Executive Director at Insights Career Network
What To Expect In 2026
What will insights look like in 2026? Ester Marchetti examines real-time insight, dynamic personas, ethical AI, and expanding influence.
Ester Marchetti
Co-Founder & Chief Innovation Officer at Bolt Insight
AI and the Future of Human-Centric Brands
The future of branding isn’t faster AI, but wiser AI. Behavioral AI helps brands lead with empathy, emotion, and human understanding.
William Leach
Founder / Mindstate Group at Mindstate Group
From Data Silos to AI Strategy: Andy Frawley of Data Axle
Data Axle CEO Andy Frawley joins Leonard Murphy to discuss identity, data quality, AI governance, an...
Why AI Is Forcing Market Research to Reinvent Itself
As AI lowers barriers and changes methods, market research enters a new era. Learn what’s driving th...
Partner Content
The Past, The Present & The Possible of AI in Insights
From cheaper and faster research to a human insights AI ecosystem
Niels Schillewaert
Head of Research and Methodologies
Why AI in Market Research Is Here to Stay
From digital twins to AI-led qual, market research is transforming fast. This episode cuts through h...
2026 Market Research Industry Predictions
The future of market research is shifting. Discover the six success factors that will separate winning firms in 2026 from 2025 trends.
Colin Wong
Principal Consultant at Insights Heroes
Building Evergreen Insights: Hey Marvin’s Vision for the Future of Research
CEO Prayag Narula shares how AI is transforming research into a strategic, organization-wide asset—a...
Reimagining Product Testing with AI & Synthetic Data
Explore AI and next-gen tools transforming product and concept testing. See live demos and learn how teams move faster from ideas to evidence.
Ashley Shedlock
Senior Content Coordinator at Greenbook
Rethinking “Search” in the Era of Generative AI
Generative AI is reshaping search behavior. Learn how conversational AI is changing discovery in health, nutrition, finance, and marketing insights.
The Real-World Role of Focus Groups in Modern Marketing
Why human dynamics still matter and how practitioners are evolving the method for an AI-accelerated era.
Ashley Shedlock
Senior Content Coordinator at Greenbook
An AI Fillip to Workplace Wellness and Engagement
Personalized AI insights help organizations prevent burnout, improve engagement, and build trust through human-centered workplace wellness.
Purvi Mathur
Global Head - Culture, Diversity & Leadership Development at Mastek Ltd
Synthetic Data & Augmented Sample: A Practical Guide for Modern Research
Synthetic data explained: how researchers use augmented sample to boost power, protect privacy, and move faster.
Ashley Shedlock
Senior Content Coordinator at Greenbook
An Alternative Approach to AI in Market Research to Hedge against a Potential AI Bubble Burst
Generative AI is disrupting market research. Discover how leaders are using AI responsibly without compromising confidence or professional standards.
Michael Howard
Head of Marketing at Infotools
Overcoming Barriers to AI Adoption in Business
AI hurdles like cost and skills are speed bumps, not walls. Start small, train teams, secure data, and act before competitors pull ahead.
Ruth Stanat
CEO at SIS International Research