In this episode of the Data Malarkey Podcast, Master Data Storyteller, Sam Knowles, welcomes Kelly Beaver, Chief Executive of Ipsos UK & Ireland, to explore why the data industry is at a crossroads. Kelly shares insights from the Market Research Society's "Campaign for Better Data" -  tackling synthetic data, the risks and benefits of AI to the market research industry, and the danger of what she terms "ultra-processed data". With passion and precision, Kelly explains why high-quality evidence matters more than ever. 🔍 Topics covered: The rise of synthetic and algorithmically altered data What makes data "ultra-processed" - and why that's a problem The need for transparency and representativeness Why in-person collaboration still matters Storytelling, ethics, and the future of insight   Resources and links Ipsos UK & Ireland - https://www.ipsos.com/en-uk Market Research Society (MRS): Campaign for Better Data - http://bit.ly/4m5eH1E  MRS Fair Data Mark - https://www.mrs.org.uk/standards/fairdata 👉 Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com  

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