3: How to balance human-machine collaboration in market research

Join Host James Turner as he chats with research revolutionary Caroline Frankum about striking the balance in the fast-paced world of research technology. 
Caroline is a multi-award-winning CEO with a high level of expertise in PE-backed transformation and M&A. She amplifies expertise with Tech and AI to deliver unprecedented commercial growth and ensures diversity is a business imperative for optimizing social and business value. She is part of the Executive Team at Kantar. 
You don’t want to miss this conversation.

They discuss: 

• The challenges in the industry like the fight for respondents' attention, data privacy legislation, and the increase in fraud following the shift to online research due to COVID-19.
• Kantar Profiles' initiatives to address these challenges, including the efforts to improve respondent engagement through gamification and mobile-friendly experiences.
• The balance between human expertise and technology in market research, with a focus on using AI and machine learning to enhance and automate processes while maintaining the human element in research design and analysis.
• The potential future impact of AI on market research, including synthetic panels, and the importance of ensuring data quality and representativeness.
• The evolving roles and skills needed within market research companies, with an emphasis on the importance of both technical skills (e.g., data science, AI) and emotional intelligence (EQ) in leading teams through change.
• The significance of diversity, equity, and inclusion in building high-performing teams and fostering innovation.

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