Reshaping the Research Capability
AI is fast becoming a research partner. Synthetic respondents and simulations are up for experimentation. There is a merging of the qual and quant div...
synthetic data
Articles
Trusting AI-Assisted Research for Brand Decisions
Marketers today face mounting pressure to make faster, more accurate decisions. But can AI—a tool often seen as a double-edged sword—be trusted to...
Adapting to AI: Can Researchers Keep Pace?
In this interview from TMRE 2025, All Things Insights spoke with Ali Henriques, Executive Director of Qualtrics Edge, which took place in the Qualtric...
Lifting All Voices: Focusing on Inclusive Research
All Things Insights had the chance to connect with Valeria Piaggio, Global Head, Inclusive Growth, Sustainable Transformation Practice, Kantar, for an...
Balancing Act: Blending Synthetic & Natural Data in Research
The insights community is still weighing the use of synthetic data. With the growth in AI developments synthetic data is coming into the spotlight as...
AI-Powered Personas: Transforming Consumer Insights
As artificial intelligence has developed, more tools are becoming available to support sophisticated and transformational persona creation. This inclu...