From AI to synthetic data: Trends shaping the insights industry

Here's what's inside:?

1. Exclusive interview: Hear from (r)evolution Market Research on leveraging technology to combat increasingly sophisticated survey fraud.
2. A new era for panels: Are AI and synthetic data changing the way we gather, validate, and leverage insights?
3. ESOMAR 2024: Key insights on AI's growing impact on the industry.

Interview with (r)evolution market research

"Survey fraud has become more sophisticated and harder to detect with the naked eye. Hence, we've realized that traditional methods alone cannot keep up, and a tech-based solution is needed to continue ensuring high data quality" - Kim Svete from (r)evolution

Florian: What were the challenges you faced with data quality?

Kim Svete: In the past 1-2 years, we have faced significant and growing challenges with panel data quality due to lazy respondents and systematic fraud. Fraud was particularly problematic since it concentrated in certain demographics and regions and thus skewed our data.?

Florian: How did you previously address these challenges?

Kim Svete: We addressed these issues through oversampling and various cleaning methods (e.g., speeding, flat-lining, trap questions). However, these cleaning methods lacked standardization across projects and were time-consuming. For instance, reading open-ended responses was an immense time drain, especially with large samples...

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AI and Data Quality: A New Era for Panels

In an era where customer trust in market research is increasingly fragile, the future of panel operators hinges on data quality. This article explores how major industry trends—like the rise of AI and synthetic data—are transforming how we gather, validate, and use insights.?

Learn how companies like horizoom and ReDem are navigating these changes. Read the full article in "Planung&Analyse" here.

Picture: Malte Friedrich-Freksa (CIO, horizoom) and Florian K?gl (CEO, ReDem) at Insights 2024 in Frankfurt (24.09.2024).

How AI is Transforming Market Research: Insights from ESOMAR 2024

How will artificial intelligence change the way we conduct market research? This question was at the heart of the ESOMAR Congress 2024 in Athens. AI was presented as the solution to many of the industry's current challenges, from more efficient data collection and management to the generation of synthetic data. Some of the exciting new developments presented included:

1. AI for Data Collection: Conversational AI in interviews One of the AI applications showcased at the event was the application of conversational AI tools for real-time, scalable interactions with respondents. For instance, a chatbot developed by Nexxt Intelligence, known as the inca platform, was demonstrated conducting in-depth qualitative interviews online. In a comparative study, respondents interacted with the chatbot longer than with human interviewers and their answers to probes frequently yielded richer insight than their answers to the original open-ended question. Additionally, the use of chatbots could drastically reduce costs and time compared to traditional human-led interviews.
2. AI for Data Generation: The Role of Synthetic Data? Synthetic data was another hot topic. By leveraging AI to create synthetic data, companies can fill gaps in real datasets, especially when access to respondents is limited or when targeting niche segments...

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Together, we are defining today the data quality standards of tomorrow. Stay tuned for more exciting insights in the next newsletter!

Your ReDem? Team