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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.
Read the full Research Live recap here
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