10–20% chance of doom risk: the AI and ethics debate
Fresh from being named an MRS Research Hero, Mustard’s in-house AI expert Anthony Shephard-Williams brings his trademark balance of curiosity and caution to the table. In this blog, he reflects on a sobering conversation with AI pioneer Geoffrey Hinton and asks: what role should research—and researchers—play in ensuring AI is used not just intelligently, but ethically?
AI and Synthetic Data in Research
Mustard has provided input into the MRS Advanced Insights & Analytics (AIA) Council white paper on the use of AI and Synthetic Data in market research
AI Will Eat Itself
Or will it? Mustard’s Andrew Wiseman looks at recent disruptions in AI and similarities to the dot-com boom. I’m vaguely in the West Midlands today, so what better way to start with a tip of the hat to Stourbridge’s finest PWEI? I read with interest about the impact of DeepSeek at the weekend, and the […]
Unlocking the future of research: key themes from the IIEX AI 2024 Conference
Mustard Director Anthony Shephard-Williams reflects on the key themes from this years IIEX AI Conference, and the future of AI… It’s been almost two months since The IIEX AI 2024 (held by Greenbook) conference and I’ve finally worked my way through all of the sessions into the transformative power of artificial intelligence (AI) within the […]
Talk is cheap – sample shouldn’t be
Andrew Wiseman looks at the race to the bottom for online sample, and the implications for research. Online sampling has quickly become the lifeblood for the majority of quantitative research projects in many markets across the globe. Whether using specialised online research panels, where pre-screened participants complete surveys for financial reward, or using river sampling […]
Market Research & AI: Top 5 Tips
Anthony Shephard-Williams shares his thoughts on how best to deal with change as a result of the emergence of AI tools in the market research industry
AI and the impact on qualitative research
What could Artificial Intelligence do for qualitative research? That’s a big question, to which there are few definitive answers. We decided to put it to the test and find out. Our findings might surprise you… Here is the executive summary from our thought leadership report “Risks, Rewards and the Human Factor – An Experiment in Generative AI and the Art of Qual Research”.