Elaine Rodrigo presenting at esomar Congress Ray Poynter, 1 October 2025 The 2025 ESOMAR Congress in Prague was dominated by one theme above all others:, and that theme was artificial intelligence. From the exhibition floor to the presentation sessions and corridor conversations, AI was the connective tissue running through the programme. What had been emerging… Read More »AI Dominates the agenda at esomar Congress 2025, Prague
Ray Poynter, 22 September 2025 Here is my attempt at an updated Lexicon and Taxonomy for Synthetic Data. I would love to hear your thoughts and suggestions. Synthetic data, according to the ICC/ESOMAR Code, is “Synthetic data means information that has been generated to replicate the characteristics of real-world data.” People sometimes explain the reason… Read More »Synthetic Data: A Lexicon and Taxonomy
Ray Poynter, 21 September 2025 For me the jury is out on the discussion about what synthetic data might be able to achieve in replicating human decisions and behaviour. I am worried by some of the overclaims and appalled by the number of people who reject the notions as being self-evidently wrong (without feeling the… Read More »Neuroscience and Plato’s Cave: What can science tell us about the possibility of synthetic participants
Guest blog by Olga Radu, 17 September 2025 When a new pain relief product sees a slower-than-expected start, there’s no time to wait for traditional research cycles. For large OTC and personal care manufacturer, a global leader in consumer health, every day counted — especially with advertising already in full swing. This case study explores… Read More »AI Moderation in Pharma: IDIs with B2B Healthcare Experts in Days
By Ray Poynter15 September, 2025 I recently had the chance to sit down with Jack Bowen, founder of CoLoop, to explore what this innovative platform can do for insights professionals. This post accompanies the video demonstration (see below). My aim is to show what CoLoop offers and to give you a sense of how it… Read More »Exploring CoLoop: A Powerful AI Tool for Qualitative Research
Ray Poynter, 25 August 2025 I think too much of the discussion about AI is focused on what it might deliver in the future. I believe it is important that we look at what has already been achieved to get a sense of where we are and where it might go soon. This post presents… Read More »AI making a difference to real people
Ray Poynter, 16 August 2025 In the fast-moving world of AI, organisations often struggle to decide which initiatives to prioritise. The opportunities seem endless, yet resources are limited, and different parts of the business may disagree on what matters most. To cut through this, I use a framework I call The AI Territory. It adapts… Read More »The AI Territory – A Tool for Strategic Planning
Ray Poynter, 14 August 2025 As somebody who was a pioneer during the uptake of the Internet by the research ecosystem, I have been struck by how different I think the AI impact will be. My feeling is that, compared with the Internet, the AI changes will be: Faster Driven by the big players Take… Read More »The AI Revolution is Different in Speed and Nature to the Internet Revolution
Ray Poynter, 13 August 2025 Beware of the Good, the Bad and the Ugly of mandating AI adoption. There is widespread agreement amongst seasoned consultants that if an organisation is going to realise the benefits of AI fully, it needs to be adopted throughout the organisation. I firmly believe this to be true, and I… Read More »AI Needs to be Compulsory
Ray Poynter, 12 August 2024 Here is an example of using a simple agent to make your life slightly easier. I will show the example using Copilot, but you could just as easily use ChatGPT, Gemini, Claude etc. You can use the same Instructions that I use for the Copilot. The Agent takes a file… Read More »Using an Agent to Summarise Documents for a Research Audience