Frome APRC Track
12:30-13:30
AI and Data Quality: Transforming Research
Debrah Harding: Managing Director of the Market Research Society (MRS),
Chairperson of GRBN, Convenor of ISO/TC225
This two-part session addresses two themes which are transforming research - AI and data quality.
With the introduction of the EU’s new AI Act, the legislative and ethical landscape has been transformed. This session will present an overview of the legislative changes, the MRS’ ethical AI guidelines which interpret the new legislation, and the guardrails needed for ethical AI-based research.
As the use of AI in research continues to grow, maintaining high standards of data quality is essential to ensure the reliability and integrity of these new AI systems. In 2023, research associations from across the world launched the Global Data Quality (GDQ) initiative to address this challenge. This session will provide an update on the latest initiatives, including the GDQ Data Quality Excellence Pledge, the GDQ/GRBN research on online sample buyers’ sentiments regarding data quality, new GDQ data quality tools and guidance, and the plans for the year ahead.
Presentation Material
AI and Data Quality: Transforming Research.pdf
Video
14:00-14:20
Original voice: Nothing is more important in an AI world
Dave McCaughan: Vice-Chairperson of TMRS, Founder & Storyteller BIBLIOSEXUAL
A decade of experience in using AI driven market research tools has taught me that how original you are in the way you use them, feed them, interpret and present results, and offer ideas to clients is as important as mastering technology. #Originalvoice is all about doing and saying things in a unique way that will make you unique in the market. Examples from Shiseido, Toyota, Australian Wool and others will be shared.
Presentation Material
Original voice : Nothing is more important in an AI world.pdf
Video
14:40-15:00
Human After All: How Brands Can Redesign a Human-Centric Future in an AI-Driven World
Dangjaithawin Anantachai (Orm): Former President of TMRS, Managing Director and COO INTAGE Thailand
In an always-on & AI-powered world, how do we protect and promote what it truly matters to our well-being? This question is especially urgent for our future generation - Gen Z. Through findings from a multi-country study across Asia, revealing similarities and differences in aspirations and well-being drivers among the 3 generations. The insights highlight critical signals for brands and organizations to redesign for a future that is not only innovative but human-centered.
Because if technology is to serve humanity, we must truly understand what it means to be well in a world where the algorithm never sleeps.
Presentation Material
Human After All: How Brands Can Redesign a Human-Centric Future in an AI-Driven World.pdf
Video
15:20-15:40
From Data Deluge to Decision Intelligence: How China's AI-Ecommerce Ecosystem is Reshaping the Global Paradigm of Market Research
Huang Jia: Member of CMRA, JD.com
In the crucible of China's AI-Ecommerce ecosystem, where 600 million consumers generate data tsunamis daily, we've engineered a compass for the deluge - transforming chaotic waves of information into strategic intelligence. Discover how JD's AIMARS is pioneering this paradigm shift, turning China's digital battleground into a global blueprint for market research that thinks in real-time, learns at scale, and decides with precision.
Presentation Material
From Data Deluge to Decision Intelligence:How China's AI-Ecommerce Ecosystem is Reshaping the Global Paradigm of Market Research.pdf
Video
16:00-16:20
AI: from vision to reality in the insights industry
Toru Sasaki: Managing Director of Kantar Japan
(Speech in Japanese)
Consumer needs have not changed, but how they fulfil those needs has. AI is now central to consumers’ lives, and brands need to react.
At Kantar, we’ve put AI at the core of our transformation, our innovation roadmap and the value proposition we offer to our clients.
Join Toru Sasaki, MD of Kantar in Japan to understand the impact AI has had on how we operate and our product portfolio, and our vision for empowering marketing teams to use AI to operate at even greater speed and scale.
Presentation Material
AI: from vision to reality in the insights industry.pdf
Video