Powering decisions at speed and scale

MRS presents a day of case studies and discussion examining how to scale, accelerate and enrich insight using AI, big data and analytics. Examine methodologies and outcomes from insight teams that are fusing datasets, extrapolating insight using predictive techniques and experimenting with large language models (LLMs) and other AI techniques across research projects.

Book your place and discover how to:

  • Utilise Chat GPT and other large language models to enhance qual and quant market research
  • Scale insights using predictive analytics and advanced data tools
  • Blend customer and market data for high-quality, nuanced insights
  • Apply big data analysis to illuminate sensitive issues that are difficult to research using traditional methods
  • Optimise the use of AI across research projects
  • Bring insights and analytics closer together in your organisation


Client case studies from:

ITV * Boots * Dentsu International * Mitchells & Butlers


Sam Barton, Head of Audience & Effectiveness – Bountiful Cow


Bethan Blakeley, Research Director – Boxclever Consulting


Melanie Courtright, CEO – Insights Association


John Cranstone, Senior Product Manager –
With a passion for innovation and a proven track record of shaping successful products, John is a seasoned Senior Product Manager who has been working at for over 4 years leading both the platform development and R&D side of the business. John began his career as a software engineer, and he draws on his technical proficiency to facilitate data-driven decision-making when developing offers and platform in his role


Sam Gardner, Partner & Director of Analytics, Boxclever Consulting
Sam is a founding partner at Boxclever, he heads the analytics team. He is a professional economist and statistician who blends these two skillsets to create analytical solutions which elevate insight to a level that is more engaging and commercially actionable. Expertise include segmentation, market simulation & pricing analysis.


Debrah Harding, Managing Director – MRS
Debrah Harding is the Managing Director of the Market Research Society (MRS).  Debrah also leads the standards, policy and public affairs activities within MRS working extensively with government departments and global institutions on issues which affect research and insight. 
Debrah has a wealth of knowledge of ethical Codes, quality standards and guidelines, data protection/GDPR and on the enforcement of such standards.  Debrah is leading the MRS’ data quality initiative addressing the impact of bot technology on data fraud in research.
Debrah is also currently Chair of the Global Business Research Network (GRBN), Vice-President of the European Research Federation (EFAMRO), a Non-Executive Director of the media regulator IMPRESS, and is Fellow of the Academy of Social Sciences and the RSA.


Chloe Hardwick, Insight Manager – Mitchells & Butlers


Doerthe Jans, Director of Audience Solutions – Yougov
Dörthe Jans is a Director of Audience Data at YouGov, and part of YouGov’s global Activation team that helps brands, and their agencies supercharge advertising campaigns with addressable audiences and unique, highly effective media. Her role is focused on our Audience partnerships and integrations, including the work we are doing with ITV, but also adtech partners, agencies and brands who are looking to enrich and activate their data with YouGov. She has been working for YouGov for the last 8 years, starting as a Product manager for one of YouGov's flagship products and audience analytics tools – YouGov Profiles. Before YouGov Dörthe worked in media agencies on both national and international accounts, including coordinating the European Mercedes-Benz account across 14 markets. Dörthe holds a Master’s degree in International Business and Strategic Marketing from Maastricht University.


Yasmin Kathoria, Brand Growth Director – Kantar SA
Yasmin is the head of Brand Growth Strategy at Kantar Consulting South Africa and comes with depth and breadth of expertise in growing brands. She is a trusted and indispensable partner to some of the world's most iconic brands across a multitude of industries and countries.
Prior to consulting, Yasmin served as Global Brand Director, Unilever UK, leading teams across 6 continents to create pioneering programs on purpose and sustainability models. Yasmin enjoys sharing her views at forums like the Marketing Achievement Awards where she talks about the crucial role of marketing in fuelling business growth.


Hannah Key, Insights Manager – Marketing Comms & Strategic Projects – Boots
Hannah is an insights manager and senior research professional at Boots UK, with a strong background in loyalty, proposition development, communications and market analysis. She leads strategic development through a real obsession with getting to the heart of customer tensions, ensuring the voice of the ‘real shopper’ is represented and championed always. Her dedication and expertise have been instrumental in enhancing customer understanding and engagement for the Boots organisation.


Paul Kingsley-Smith, UK Director  - Qualzy
Paul Kingsley-Smith has been driving growth and development at Qualzy since 2018, with a focus on building collaborative client relationships that can help drive strategic development of the platform and brand. He is fired by a belief that digital innovation can enable inspired change and human connections, as well as build quality insight. His passion for tech and the digital environment has fueled his career and influenced all aspects of his life as a customer service leader, father of three and dedicated runner.


Rachel Leaver, Head of Research & Insight – Dentsu International
Rachel Leaver is a multi-disciplined data professional with over 25 years of experience delivering answers and insights about consumers & shoppers, brands, and media across many global industries. Her expertise lies in several subject areas including marketing analytics, advertising effectiveness, research, and digital & data platforms. Rachel works at dentsu international as a Head of research and insight. Her passion lies in finding innovative insights and solutions through the creative use of (any) data and tech enabled by the collaboration of truly diverse teams. 


Dr Vanja Ljevar, Chief Data Scientist – Kubik Intelligence


Alice Mathews, Associate Director – Project Excellence –
Alice is an Associate Director at, focusing on Project Excellence. With a background in social anthropology and qualitative research, Alice has been with since its inception, drawn by the challenge of extracting deep and meaningful insight from big data.
In her current role, Alice’s interest lies in innovation with a particular focus on maximising the strategic value of agile tech driven insight for her clients, which include some of the world’s leading brands


Cianan O’Dowd, Associate Vice President – WeDig – Quantum Consumer Solutions
Cianan runs the core Digital Intelligence team at WeDig by Quantum.
With a strong background in Product Design & Design Strategy, Cianan has worked to deliver large scale strategy projects at Quantum and beyond over the past decade.
From building technologies at start-ups through to delivering R&D strategies for Fortune 500 clients, his past experience has seen him deliver for clients such as Bacardi, Samsung, PepsiCo, Unilever and more.
His current role overseas the delivery of digital insights & strategy through seamlessly integrating digital data into primary research methodologies across the project lifestyle – for clients big and small.


Karine Pepin, SVP Head of Quant – 2CV
Karine is a seasoned quantitative researcher with over 20 years of experience.   As a passionate advocate for the power of research insights, Karine is committed to improving the health and sustainability of the entire research ecosystem.  Recognizing the potential for AI to enhance  the participant experience and improve data quality,  she is excited for all new tools and innovative solutions that can seamlessly integrate AI technologies into the research process.   


Amrita Sen, Partner – Quantum Consumer Solutions
Amrita is a partner in Quantum Jakarta. Her love of humanities and instinctive inclination to strategic logic have their perfect playground in human-science based consulting work and resulting in flares of innovation across her ten+ years of career. Trained in ethnography, semiotics, culture commentary, psychology, and marketing strategy, she has helped clients solve business questions across markets in South and South-East Asia. Prone to being a magpie when it comes to interests and hobbies, she is currently preoccupied with Chinese historical dramas. Past obsessions include Discworld, BTS, manga work by Junji Ito, Holmes, Poirot, Byomkesh amongst many.


Anthony Shephard- Williams, Director – Mustard Research
Anthony Shephard-Williams is a director and co-owner of Mustard, with approaching 20 years’ experience in London and Manchester based agencies.
Anthony has a BA (with honours) in business and marketing and vast experience of both quantitative and qualitative research.
During his time at Mustard, he has spearheaded the development of Mustard’s online community offer; delivering hundreds of short and long-term insight communities for clients including Transport for West Midlands, Pets at Home, The Money Advice Service, Studio, Deezer and The Royal Parks.
More recently, Anthony has been exploring AI features and tools that can be utilised in market research to improve the quality, productivity and efficiency of research projects.


Jemma Toynebee-Smith, Group Account Lead –DVJ Insights
Jemma Toynebee-Smith has over 15 years of experience in the research industry, having worked extensively in the UK across client, operational and management roles. Jemma is currently Group Account lead at DVJ Insights in the UK where she is responsible for helping to expand the business internationally whilst also leading several key accounts. DVJ Insights is one of the fastest-growing insight companies in Europe with smart innovative thinking and solutions that are founded on and supported by academic and scientific thinking. Jemma is passionate about consumer decision-making, behavioural science and driving Brand Growth.


Mat Watson, Head of Audiences, Online, Interactive & Brands, ITV
Mat Watson is Head of Audiences for ITV, the UK's biggest commercial broadcaster, and one of the world's largest independent TV production companies. Responsible for the insight for the Streaming and Marketing divisions as ITV adapts to a fast moving TV market, and takes advantage of the opportunities it presents. This includes the recent launch of our new VOD service ITVX. This means working equally across traditional research and the fast growing world of data, and bringing both together for a 360 degree view of the market and our viewers, users and customers.


Jack Wilson, Innovation Lead – 2CV
A research specialist with over a decade of experience working with organisations across the private, public and third sectors. As the Innovation Lead at 2CV – Jack is always on the lookout for ways to leverage technology to enhance the quality, depth and efficiency of our research. Applying AI as an assistive tool for research is a particular passion area – Jack has been at the forefront of pushing forwards 2CV’s adoption and assimilation of these tools into everyday research practice.


09.15 Welcome from the Chair

Christian Walsh, Content and Digital Director, MRS


*Winner of MRS application & impact of data award*

09.30 Finding the perfect match
This award winning, application of data, directly matches YouGov’s syndicated data and custom research run for ITV, to ITV’s first party data, bringing together the worlds of data and research. Hear how this innovative tie-up delivers contextualised behavioural insights to ITV on a massive scale via a robust single source. Explore the strategic and tactical business goals that this 360 behavioural view of users is being used to support.

Doerthe Jans, Director for Audience Solutions, YouGov

Mat Watson, Head of Audiences, Online, Interactive & Brands, ITV


10.00 Revealing the world’s most emotionally intelligent brands through AI-powered mass qual

In this case study, hear how DVJ Insights and Carat collaborated to identify the world's most emotionally intelligent brands using a combination of mass qual techniques to holistically measure people's experiences and emotions and traditional approaches to capturing people’s assessments through conscious responses. In total, 10.000 respondents from 10 markets shared their stories and emotions about 48 brands in their own words. AI assisted to analyse the extensive amount of data.


Examine the key take-outs from the project and the transformative impact it’s had on media planning decisions.

Jemma Toynebee – Smith, Group Account lead, DVJ Insights

Rachel Leaver, Head of Research & Insight, Dentsu International


10.30 Panel: Closing the gap between insights and analytics

Join panelists as they discuss how we make insights more data driven, and how we make data more insights driven.

Chaired by:

Sam Barton, Head of Audience & Effectiveness, Bountiful Cow

Ade Ososami, Head of Analytics, Kokoro

Helen Rose, Head of Insight & Data, the7stars

Liz Lamb, Head of Data and Insight, Cardfactory


11.00 Break


11.30 Come on down, the price is right!

Making sure ‘The Price Is Right’ is absolutely essential to all retailers, particularly during a current cost of living crisis.  This case study tells the story of how Boots combined research and analytics to get its pricing right.


In addition to the analysis of vast volumes of sales and promotions data and pricing activity, Boxclever utilised its Value Equation methodology to help inspire pricing decisions makers within Boots to focus on the areas that truly matter to consumers, identifying they can maximise their offer and their brand. Hear how this combined approach has led to a step change in how Boots thinks about its value proposition.

Sam Gardner, Partner & Director of Analytics, Boxclever

Hannah Key, Insights Manager – Marketing Comms & Strategic Projects, Boots


12.00 Using AI to turn insights into strategic and creative thinking: a & Kantar case study

Examine how used AI driven insight to help Kantar SA identify a resonant strategic storytelling route to bring brand purpose to life for their clients pan African consumer.

This innovative approach employs an in-house large language model (LLM) and Energy model to quantify qualitative opportunity spaces, adding strategic value and direction to’s existing Springboard methodology. Moreover, it enables greater extrapolation beyond the original project markets predicting the feasibility of unexplored opportunities.

John Cranstone, Senior Product Manager,

Alice Mathews, Associate Director – Project Excellence,

Yasmin Kathoria, Brand Growth Director, Kantar SA



12.30 Lunch


13.30 Improving global data quality

Data is at the heart of what we do. Poor research can have a catastrophic impact on decision making and, as businesses and organisations across the world face economic, political, and social challenges, our sector needs to combat data quality threats and prioritise the delivery of quality data and insight. Find out about the new global data quality and data ethics initiatives being driven by the MRS and Insights Association, alongside other global partners.

Debrah Harding, Managing Director, MRS
Melanie Courtright, CEO, Insights Association


14.00 What can Artificial Intelligence do for qualitative research?

Mustard Research embarked on an AI experiment together with Qualzy and Mitchells & Butlers. The experiment was designed to discover whether, and how far, AI can play a role in qualitative research, by testing how generative AI questioning performed within a real insight community.


Join the team for the results of the experiment and broader insights relating to the importance of the ‘human factor’ in qualitative research.

Anthony Shephard-Williams, Director, Mustard Research

Paul Kingsley-Smith, UK Director, Qualzy

Chloe Hardwick, Insight Manager, Mitchells & Butlers


14.30 Break


15.00 Using the power of big data to investigate menstrual poverty

Menstrual pain is a common occurrence in the lives of women and girls. However, it has been difficult to measure the scale of menstrual pain on the national level, due to stigma - but also difficulties in obtaining the data on a large scale.


Using the benefits of the large-scale transactional data and leveraging big data, Vanja was able to investigate the prevalence of menstrual pain and menstrual poverty in England and explore differences between deprived and less deprived regions. 


This work, impactfully, demonstrates how big data can, and should, be used for social good.  

Dr Vanja Ljevar, Chief Data Scientist, Kubik Intelligence


15.30 Mindscape mapping: blending data sources to reveal nuanced understanding of Indonesia’s Gen Z

Indonesia’s Gen Z often display contradictory impulses. For instance, an instinct to perform religiosity due to an amplified Islamic sentiment but also to lightly subvert social norms by following Tik Tok trends & fandoms.


This presentation will explore how digital mindscape mapping, which merges principles of digital ethnography, visual semiotics and open-source digital intelligence, is revealing contradictory impulses expressed by Gen Z across different platforms and in different contexts. Examine how identifying situational identities is supporting digital marketers to reimagine consumer profiles and points of influence in the user journey.

Amrita Sen, Partner,  Quantum Consumer Solutions

Cianan O’Dowd, Associate Vice President – WeDig, Quantum


16.00 AI-assisted research: experimenting with end-to-end AI enhancement

This pro-bono research project for a new start up, exemplifies the potential benefits of using an end-to-end AI-assisted hybrid research approach.


Join 2CV and Vireo to hear how AI was used across the whole research process - creating a chatbot survey, using ChatGPT to refine questions and assess the quality of open-ended responses, AI for data capture & thematic analysis, DALL.E2 to generate imagery based on participant verbatim and AI ‘Smart Probing’ which transformed open-ended responses into emotional moments delivering deeper insights than traditional surveys.

Jack Wilson, Innovation Lead, 2CV

Karine Pepin, SVP Head of Quant, 2CV

Speaker to be confirmed, Vireo


16.30 End of conference

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