?? Watch Hamish Brocklebank's keynote at Quirk's Media 2025: "Market Research: The Third Most Important Profession"
In an AI-dominated future, Hamish positions market researchers behind only AI developers and safety experts in importance. Why? Because researchers must preserve human variety and cultural diversity as AI drives us toward efficiency and homogeneity.
"We are the translators of human experience to the machine," says Hamish. "We need to make sure those decisions capture the full spectrum of human preferences, not just the averages."
According to Hamish, AI's efficiency creates risk: "It makes everything more efficient to build, cheaper, faster - but the risk is making everything more homogenous."
The solution? Market researchers must capture and represent unique human experiences before they're lost to a world of "grey buildings, grey products, grey bland culture."
Watch the full keynote or read the transcript: https://lnkd.in/g55DicZN
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