IIEX Europe: Key Takeaways on AI and the Future of Research
Author: Paolo Gambetti, Head of Innovation
This year’s IIEX Europe Innovation conference made one thing abundantly clear: AI is no longer a future trend—it’s shaping the landscape of market research.
AI-Moderated Interviews
AI-moderated interview platforms were a major theme. These tools allow researchers to generate questions, and let AI conduct entire interviews—complete with probing, branching, and tone control. Respondents can reply via video, audio, or text, with a strong push towards voice for richer insights and bot detection.
This approach blurs the line between qualitative and quantitative research. It’s scalable, cost-efficient, and capable of delivering personalised, conversational experiences. These platforms can even analyse interviews, generate summaries, and allow users to query transcripts or build personas.
While these tools are powerful, they’re not meant to replace researchers. Instead, they free up time for deeper insight work. A hybrid model—combining AI and human moderation—offers the best of both worlds.
Smarter Visual and Behavioural Testing
AI is also transforming visual testing. Tools now generate heatmaps regarding the areas of interest from static images or simulate social media feeds to test ad visibility and engagement in more realistic environments.
On the behavioural side, some methodologies go beyond traditional surveys by letting respondents take real actions, to measure genuine interest. These approaches offer a more authentic read on intent and engagement.
Data Quality and Efficiency
AI is further being used to improve data quality, flagging issues such as bots, speeders, and flatliners. Other tools streamline survey scripting, manage incentives, or even help you find the right AI for a given task.
Thinking Outside the (AI) Box
Many sessions focused on the evolving role of the researcher. The message was clear: AI won’t replace humans, but humans using AI will replace those who don’t.
But there’s a risk—if everyone uses the same tools and asks the same questions, insights become commoditised. The real competitive edge lies in asking better, bolder questions. This is the exact approach we use at Purdie Pascoe. To challenge assumptions, provoke deeper thinking, and embrace creativity and empathy—qualities that remain uniquely human.
We’ve always been told to “think outside the box.” Now, that’s more important than ever—because AI is doing the thinking inside the box.