Speaking at the MRS Data-Driven Insights Conference in London on Thursday ( 3rd July), in a keynote interview with Research Live’s Katie McQuater to discuss the MRS Campaign for Better Data, Beaver said the sector was going through a “technological leap” that is bearing new entrants, including VC-backed research AI organisations, and impacting how the industry operates.

“This new change impacts on how we can do what we do – not necessarily the questions that we’re being asked to answer for our clients and the types of decisions we’re being asked to make. But instead, it’s the how – because this is a major leap and there’s no denying it,” said Beaver.

Referencing previous historical shifts that transformed the industry – globalisation and the advent of online research – Beaver said the new landscape offers “huge opportunity” as well as risks. She said: “Those of us who understand what it takes to deliver quality information for decision-making, know that each of these leaps bring new risks, and we as an industry need to be supported by MRS, thankfully, but also by our leadership teams to take advantage of those opportunities, but also to really make sure we can steer through the risks.”

Almost two years on from the entry of generative AI to research, Beaver added: “We now understand it better, we understand what it can do for us, and we can now put some real boundaries around what good looks like – and I think that is imperative for the industry.”

Researchers must be able to “respond confidently” to client questions over data, noted Beaver. She added: “If you think about the impact of AI, that could become a more diluted chain, and so we need to make sure that we as an industry are confident that we’re doing the checks and balances and we know the source of that data, and how much confidence you can base a decision on it today.  

“We do need to understand the where, the when, the who, the how – all of that. Critical research skills continue to be and may be even more critical in the years ahead, as many people can click a button – but do you understand the quality of what you’re getting as a result?”

When asked about her concerns, Beaver said the sector’s reputation is based on the trust of clients and respondents, and added: “Any risks that we don’t manage can impact on that trust. We’re only as good as the people who will give us their voice. That’s our job – it’s to bring the voice of citizens, of consumers, of employees, whoever it is … we’re trying to bring that voice to a boardroom table, whether that’s the Cabinet Office or the boardroom of a major FTSE listed company. That’s our gig and we can only do that by making sure we don’t end up in a situation where it’s eroding trust and we lose some of that faith and therefore we lose respondents – and in a world of synthetic data, respondents still really matter.”

The sector should be proud of what it does, noted Beaver. When asked what advice she would share with those in the room, she said: “Remember to have pride in what we do – there is no synthetic data without real data. We have to remember the power of being able to elicit true data from real human beings.

“My biggest fear is an industry that sits in its house, doesn’t come together, and sits in its house working with synthetic data, to tell people what other people think. That’s a nightmare. What we want is real people, connected to other real people, talking to real people – that is the core and the heart of our industry. So, remember to have pride in what we do and the importance of being together as we do it.”

• A video of the conversation can be found above.