How real humans with real purchases can help close the say-do gap

Room 2 | 1:30 pm - 2:00 pm | Wednesday, March 27, 2024

How confident are you that you’re talking to your consumers? Perhaps you’ve even thought: “Eh…it’s close enough.” Join us as we unpack research-on-research on data quality including how different sampling methods lead to different results and impact key decision-making for your brand. We’ll also explore how the advancement of AI is impacting consumer research, diving into how our data shows that bad actors are getting smarter and behaving more like humans. We’ll talk about what this means for consumer research and how you can safeguard your insights.

Key Takeaways:

1. The respondents in your survey may not be who you think they are.
2. Bad actors are getting better and smarter and it is important to be aware of this in your research.
3. Relying on data that is “close enough” can result in making the wrong decisions for your brand.