The document offers insights and principles to ensure the ethical, inclusive and effective integration of AI in market research. 

This guidance forms part of the suite of resources MRS is offering to support commissioners and users of research, insights and analytics as part of its Campaign for Better Data. 

Guidance author Clare Woodward said: “AI holds considerable potential for use within the research industry – this should be seen as a positive, though it can understandably seem intimidating. The aim of this guidance is to help support client-side researchers to feel more confident and have greater clarity in utilising AI within their work, whilst also providing supporting advice for those working with agency partners.” 

Jane Frost, chief executive, MRS, said: “The new world of AI demands a greater focus on data quality, and this guidance will help client researchers with quality assurance and best practice.”