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Unlocking the Future of Insights: A Must-Listen Interview with Liubov Ruchinskaya

17 July 2025 NewMR recently had the pleasure of hosting Liubov Ruchinskaya, Head of Strategy Analytics and Consumer Planning at Diageo Northern Europe, for a deep dive into the evolving world of insights. With over 22 years in the industry, including extensive experience on both the agency and client sides, Liubov shared invaluable perspectives on… Read More »Unlocking the Future of Insights: A Must-Listen Interview with Liubov Ruchinskaya

Synthetic Data and Significance Tests: Why t-tests are Inappropriate and What to Do Instead

Ray Poynter, 19 June 2025 The statistical trap hiding in synthetic respondentsDiscussions about synthetic data are everywhere. Talking about bolstering hard-to-reach quotas, creating digital twins and replacing whole sections of fieldwork. By design, these records replicate the distributions of your original survey, meaning every synthetic element looks plausible. The problem is that this process duplicates… Read More »Synthetic Data and Significance Tests: Why t-tests are Inappropriate and What to Do Instead

How should you plan for AI and its impact on you? A Ray Poynter presentation shared via Notebook LM

Ray Poynter, 6 June 2025 Are you using Notebook LM yet? If not, I think you should be using it; it is frankly quite mind-blowing. To illustrate the power of Notebook LM I took the YouTube link for my presentation “How should you plan for AI and its impact on you?” from the April NewMR… Read More »How should you plan for AI and its impact on you? A Ray Poynter presentation shared via Notebook LM

AI enabled market research

The Power of Machine Learning in Enhancing Market Research Accuracy

The Power of Machine Learning in Enhancing Market Research Accuracy Market research is crucial for businesses. It helps them understand customers. Also, it guides them in making informed decisions. However, traditional methods can be slow and inaccurate. Now, machine learning is changing the game. This technology boosts the accuracy of market research significantly. Machine Learning:… Read More »The Power of Machine Learning in Enhancing Market Research Accuracy

AI enabled market research

Ethics and AI in Market Research: Striking a Balance

Ethics and AI in Market Research: Striking a Balance Artificial Intelligence (AI) is transforming market research. Companies use AI to analyze consumer data. However, ethical considerations arise. How do we ensure responsible use of AI? This article explores these issues. Understanding AI in Market Research AI capabilities have grown rapidly. Thanks to machine learning algorithms,… Read More »Ethics and AI in Market Research: Striking a Balance

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