With the UK Government setting out to establish the country as a world leader in AI, there is a significant opportunity for the £9 billion UK research sector to boost its efficiency and focus efforts where human insight can generate most value.
However, misinformation and data quality issues pose a growing risk, which technology has the potential to magnify. Against this backdrop, MRS is calling on the research sector to increase its vigilance and hone its skills to fortify data accuracy and quality, to ensure the research sector is trusted, transparent, and fit for the future.
Join us at Data Driven Insights 2025 for the official launch of the Campaign for Better Data – a critical new initiative from MRS to elevate the quality and trustworthiness of data across the insight sector.
MRS training courses cover text and data analytics, statistical methods, and using off the shelf LLMs or bespoke AI solutions for customer research.
MRS has updated this guidance to help practitioners act legally and ethically when using AI and AI related technologies.
The MRS Delphi group has published a three-part series on creating a framework for using generative AI in market research, including synthetic data, with examples and opinion from agencies and clients.
Research Live published this three-part investigative series asking what can be done to fix weaknesses in the industry’s data quality, and what the advent of artificial intelligence could bring.
The Council has produced papers on combining traditional research methods with AI and synthetic data.
MRS is coordindating efforts across international borders to build confidence in the data we collect and deliver through data quality guidance and standards that enhance the value of research.
Fair Data is an accreditation which companies handle their customers' personal data fairly. A Fair Data company must meet the 12 Fair Data principles.
Accelerate your journey into the world of Web 3.0 and The Metaverse, exploring and innovating with a cohort of like-minded individuals as we define the role of Marketing Research in this Web 3.0 future.
Tuesday 10 October
An interdisciplinary field dedicated to leveraging a variety of data for driving competitive advantage and sustainable success.
Thursday 07 December
Virtual training course
Unlocking the Future of Insights
Transform your insight capabilities and revolutionise your customer experiences with the cutting-edge power of Generative AI
Wednesday 13 December
Virtual training course
Our newsletters cover the latest MRS events, policy updates and research news.