Two steps forward sometimes requires a step back
In his latest article, our Research Director and Partner at Opinium, Josh Glendinning introduces us to what he believes the future of insights holds for the Market Research industry, especially in this era of AI. Josh argues that in order for the industry to move forward with AI we need to take a few steps back and rediscover the principles in which the industry was initially built on.
“Our industry has always been just as good at recognising bad research as it has been at practising good research. That discernment is what we need to rediscover. To go forwards with AI, research may need to take a step back first.”
Click here to read the full article on Research Live.
