Tracking technology's impact on research and beyond

mTab's Crispin Beale sat down with Joaquim Bretcha, International Director of Netquest and former ESOMAR President, to discuss these evolution points we're seeing with technology and how the research and insights industry can effectively adopt these advancements while addressing the challenges that they can pose. The pair discuss the advancement of technology innovation and how balancing hard, and soft skills through these paradigm shifts is critical to the efficacy and credibility of insights.

As Joaquim explained, "Technology is reshaping our profession on its three main pillars: data collection and interchange; data exploitation and transformation and result delivery. The digitisation of our lives, and the digital footprint we daily leave, boost the passive techniques.

“The industry is being pipelined, data travels non-stop and is being embedded in closed standardised research models. In terms of data exploitation, automation driven by AI and machine learning multiplies the capacity of working with unstructured data. Finally, the delivery of results also benefits from its automation. The whole ecosystem progresses with the ‘do it yourself’ mentality at every level of the value chain.”

See their entire conversation at the link below.

Technology evolution and the impact on insights

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