Advanced Insights and Analytics resources

The MRS Advanced Insights & Analytics (AIA) Council is the specialist MRS group dedicated to advancing the use of cutting-edge data science, AI and analytics in research. You can find a range of papers and blogs here to help you navigate the fast-evolving landscape of AI-driven insights including spotlights on industry experts, topical debates and the latest on AI in research.

The Future of AI-Augmented Research

The rapid rise of AI in market and social research is not just changing how insights are generated, it’s fundamentally disrupting the industry. This is not a slow evolution but a seismic shift that is redefining the researcher’s role. While AI delivers unmatched speed and scale, it still falls short in areas requiring business acumen, cultural interpretation, and deep human insight. This paper explores the disruptive impact of AI on research workflows, the critical skills needed for success, and how both in-house and agency researchers must adapt to thrive in this new landscape.

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The Paradox of Qualitative Research at Scale

Qualitative research has long been the cornerstone of understanding human behaviour, emotions and motivations. Unlike quantitative research, which relies on large datasets and statistical analysis, qualitative research seeks depth over breadth, focusing on the richness of individual experiences. Can qualitative research really be conducted at scale? Has AI enabled or accelerated this movement? This paper explores these questions, weighing the promise and limitations of AI-driven qualitative research, and examining how researchers can navigate this transformation without losing the core of qualitative insights.

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Unleashing Multiplicative Power from Traditional Research Techniques

Times are tough in market research, the adoption of AI continues at an unprecedented rate which offers speed and cost efficiency. Large language models and AI can augment but not replace traditional research approaches. For smart clients and established organisations, classic market research remains essential. The key is not abandoning what’s tried and tested but rather thinking more creatively about how we can maximise the value of traditional approaches (and augment via AI where possible). By reimagining and combining these methods, we can uncover richer insights and deliver exponentially more impactful results for today’s complex business challenges. This paper reveals how combining traditional market research methods can result in a whole new perspective, linking science and art to ensure solid and actionable business outcomes alongside robust and reliable data collection.

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AI and Synthetic Data in Market Research

The promise of synthetic data is exciting, but its ability to revolutionise research remains a contested question. The industry needs to move past the hype and focus on its practical, high-value applications. Synthetic data presents undeniable advantages - particularly in privacy compliance and scalability - but its real value is more nuanced. Instead of replacing real-world data collection, synthetic data should be viewed as an enhancement tool that fills gaps, stress-tests assumptions and refines research methodologies rather than as a standalone replacement. This paper by the MRS Advanced Insights and Analytics Council explores its practical applications, challenges over-hyped claims, and lays out a more grounded vision for its role in market research.

Download 'AI and Synthetic Datain Market Research' here