![[Webinar Recap] Is B2B ready for synthetic sample? Yes – if you know how to augment it](https://www.newtonx.com/wp-content/uploads/2024/10/Webinar-synthetic-sample-greenbook-1024-1920px-feature-image-1-300x169.jpg)
![[Webinar Recap] The future of B2B research starts with the death of panels](https://www.newtonx.com/wp-content/uploads/2024/07/TKH-8.22-Karine-Pepin-webinar-1920px-feature-image-300x169.jpg)
![[Webinar Recap] Ditch the Bad Data with Greenbook’s Lenny Murphy as Your Guide](https://www.newtonx.com/wp-content/uploads/2024/05/tkh-greenbook-newtonx-lenny-murphy-cutting-research-cost-speakers-v-21920px-feature-image-300x169.jpg)
NewtonX Participates in the MRS Debate on the Future of AI Research and Human Insight
A Market Research Society debate explores how AI and synthetic methods are reshaping the way researchers understand people.
NewtonX joined industry leaders at a recent debate hosted by the Market Research Society examining one of the most pressing questions facing the research industry today: do we still need to speak directly to people to understand them in the age of AI and synthetic audiences?
Held at Portcullis House in Westminster in partnership with The Debating Group, the session brought together voices from across the research ecosystem to explore the evolving relationship between human insight and emerging technologies. A full recap of the discussion was published by Research Live, outlining the arguments presented on both sides of the motion.
Speaking in support of the motion was Kyri Bagdades, Regional Vice President of Client Partnerships (EMEA) at NewtonX, alongside Ben Warner of Electric Twin. Those opposing the motion included Sir John Curtice of the University of Strathclyde and Bridget Williams of Ipsos UK, who emphasized the continued importance of direct human engagement in research.
In the Research Live coverage, Bagdades underscored how synthetic approaches can expand access to insight while acknowledging the ongoing role of human input:
“We will still need human inputs, no doubt – but not all of us, not all of the time, perhaps not most of the time. We need to focus on what matters to most people. And most people can’t speak directly to these people at scale. The future of understanding lies in the synthesis and interpretation of human emotion… it is our duty to embrace this future and capitalise on its benefits for the betterment of our industry.”
– Kyri Bagdades, Regional Vice President of Client Partnerships (EMEA) at NewtonX
As reflected in the article, the debate highlighted both the opportunities and limitations of AI-driven research. While synthetic methods offer speed and scalability, panelists opposing the motion pointed to the value of nuance, context, and lived experience that comes from speaking directly with people. The audience ultimately voted against the motion, reinforcing a broader industry perspective that technological innovation is most effective when paired with human understanding.
Sign up for our newsletter, NewtonX Insights:
Related Content
AI-Moderated Research: A Simple Way to Build AI into Your Research Workflow
This isn't just another tech trend. It's a fundamental shift in how we approach qualitative research. NewtonX is bringing you a solution that combines the rich insights of qualitative interviews with the speed and scale of quantitative surveys.
read moreBrand Finance Completes AI-Moderated Investor Perception Study in the IT Services Space
Discover how Brand Finance used AI-moderated research to get investor perception insights from 200+ IT decision-makers in just three days.
read moreB2B Panels are passé: NewtonX and the future of B2B market research
Panels are not designed to answer industry-specific B2B questions. In truth, there’s no such thing as a B2B panel.
read moreADWEEK and NewtonX launch a new B2B brand tracker to measure industry change as it happens
NewtonX and Adweek have formed a strategic partnership that sets a new benchmark for the marketing community. The quarterly B2B Brand Tracker is designed in partnership with the Adweek team and NewtonX Strategic Insights team to
read moreBILL partners with NewtonX to launch first comprehensive “AI Ambition” study for accounting firms
BILL, a leading financial operations platform for small and midsize businesses, announced the launch of a landmark research series in partnership with NewtonX, the world’s leading B2B market research firm. The inaugural report, The BILL
read more