Robo-Con. When Humans and AI Collide
Gareth Hodgson reflects on a recent experience during a depth interview when a participant’s responses suddenly shifted, clearly suggesting AI assistance. The blog explores the implications for qualitative research, vigilance, and maintaining data integrity in the age of AI. I experienced a new one this week. The human AI respondent. I’m not talking about an […]
Dancing with AI
Mustard’s Gareth Hodgson put ChatGPT through an unusual experiment: predicting the winner of our 2025 Music World Cup. With a 1-in-148,995 chance of success, AI nailed it — raising big questions about predictive modelling, behaviour, and the future of market research.
Rage against the machine(s)
What can Fantasy Premier League (FPL) teach us about the limitations of AI? Mustard’s Andrew Wiseman reflects on why historic data alone won’t win the game — nor drive great insight.