Read of the Day

Electric Twin tech used for TV ad synthetic testing

Still from PitPat advert featuring 2 AI-generated poodles in a field

UK – Synthetic data company Electric Twin has partnered with creative agency and AI studio Scary Robots to use synthetic audiences in its creative process.

14 SepKatie McQuater

We reach for culture too early

10 SepSarah Clerkson

little girl eating dinner in restaurant

Dr. Martens appoints first customer director

Police to probe Reform donations

10 SepKatie McQuater

Westminster_parliament_Jun26_crop

Opinion

More opinion

person holding piece of paper with similing face drawn on it

Avoiding the fluency trap

AI-generated responses may look convincing, but they're too perfect to be real. Kim Malcolm says the insights industry needs to raise the bar and focus on strong foundations.

9 SepKim Malcolm

Delphi perspectives: From AI capability to human choice

4 SepDr Zsolt Kiss

Delphizsolt-k-RLaug26

Advertisement feature

AI can generate the options. Only people can validate the choice

1 SepSteve Wigmore

Kantar-sponsored-article-sept26-3

Advertisement feature

Same data. Same AI. What is left that is yours?

27 AugThe GetWhy team

Get-why-article-26

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Writer's Opinion

As an industry, we often talk about understanding audiences, but understanding audiences means understanding the cultural forces shaping their lives.”

Kim Lambert

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

Synthetic respondents can’t replace human measurement, finds Prolific study

The new world: Crafting the insight skills to stay ahead

Insight recruitment consultancy Talent Hatch launches

Cint becomes privately owned

News report on Reform donations prompts polling questions

AI, automation and data quality additions to ISO 20252

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

collage showing watering can watering brain with plant sapling

‘Fight between truth and lies’ in the UK

16 JunLiam Kay-McClean

Deborah Mattinson speaking at the IJMR event

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