FEATURE6 May 2020

Mind meets machine

x All content on Research Live and in Impact magazine is editorially independent from sponsorship or other commercial arrangements.
Find out more about advertising and sponsorship.

Tim Phillips

AI Features Impact Technology

Pitting humans against computers – particularly prevalent in market research, where automation and data analytics have shaken things up so much – is the wrong approach. In the latest Impact Report, Tim Phillips explores how the best insight is gained when the two work in harmony.

In 2008, Chris Anderson, editor-in-chief of Wired, and the populariser of the ‘long tail’ model of marketing that captured the imagination of a million start-ups, turned his attention to what he called the ‘petabyte age’. This would represent, he ...