Read of the Day

Synthetic can’t substitute measurement, finds study

Synthetic_data_personas_artificial_intelligence_crop

LLM simulation should be used for exploratory research rather than as a substitute for measurement, a pre-print from researchers at survey platform Prolific has concluded.

Crafting the insight skills to stay ahead

19 AugLiam Kay-McClean

illustration of hands holding magnifying glass and lightbulb over brain

IA calls for vigilance after fake US polls

Delphi perspectives: Why reality loops really matter

20 AugMark Thorpe

magnifying glass looking at word REAL spelled on wooden blocks

Opinion

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young man holding pink paper speech bubble in front of his head, leaning against a blackboard

Is youth research extractive by design?

The research sector has protected young participants but now needs to invest in them, says Alvin Owusu-Fordwuo.

18 AugAlvin Owusu-Fordwuo

What GEO means for insights marketing, and why PR just got a promotion

11 AugLucy Davison

magnifying glass and shapes

The future won’t wait for us to catch up

14 AugJosephine Hansom

Delphi-ai-structure-RLjul26

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Beyond job titles: Why responsible AI in B2B recruitment starts with validated participant selection

23 JunSimon Glanville

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Writer's Opinion

In an atomised, AI-first world, human connection matters more than ever, but is harder to do well.”

Louise McLaren

Write For Us

Interviews

Read More Interviews

How I work: Scott Clement, polling director, Washington Post

3 Aug Liam Kay-McClean

Ben Warner

How I work: Ben Warner, co-founder, Electric Twin

5 May Liam Kay-McClean

paul zwillenberg

Paul Zwillenberg: ‘Brand is the competitive edge that AI can’t replace’

27 Mar Liam Kay-McClean

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Popular

Ipsos names Kelly Beaver as new CEO

What GEO means for insights marketing, and why PR just got a promotion

Insight recruitment consultancy Talent Hatch launches

How I work: Scott Clement, polling director, Washington Post

When financial anxiety becomes normal, research makes it visible

Kantar’s Wayne Levings named as next YouGov CEO

Themes

More Themes

Person choosing response to question

Synthetic data ‘significantly different’ to humans

Research with people still outperforms surveys featuring synthetic respondents, according to a new study from Strat7.

15 JulLiam Kay-McClean

Industry trends

Qual highlights profession in transition

8 JulKatie McQuater

sticky notes spelling out 'time to change'

The rise of side projects

23 JulKatie McQuater

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‘Fight between truth and lies’ in the UK

16 JunLiam Kay-McClean

Deborah Mattinson speaking at the IJMR event

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