Artificial intelligence (AI) threatens to transform the market research industry in the next few years. But with data quality still an issue in the industry, how will the advent of AI complicate the situation? And with synthetic data on the horizon, how is the market research industry transforming its approach to data quality?This podcast will try to answer those questions, with the final part of our three-part series into the data quality crisis in market research focusing on AI’s potential impact on the issue. Previous episodes looked at the roots, effects and causes of the data quality crisis and some of the work being undertaken to address the problem.Host:Liam Kay-McClean, deputy editor, Research LiveFeaturing:Debrah Harding, managing director at the Market Research SocietyMelanie Courtright, chief executive officer at the Insights AssociationSimon Glanville, managing director at RoninRebecca Cole, managing director at Cobalt Sky and MRS Main Board memberOscar Carlsson, founder at Milo AdvisoryAndrew Cooper, founder and chief executive officer at VerveSteve Phillips, chief innovation officer and co-founder at ZappiKyle Ferguson, chief executive officer at ForstaAlexandra Kuzmina, innovation associate director, MMR Research

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