Paolo Gambetti, Head of Innovation, recently attended the IIEX Europe Innovation conference in Amsterdam. In this blog, he summarises his key takeaways from AI-moderated interviews, smarter visual and behavioural testing, data quality and efficiency and thinking outside the (AI) box.

The research world is buzzing with AI. Everywhere you look, new tools promise faster, deeper, cheaper insights. But if you peel back the marketing gloss, a more nuanced question emerges: Where does AI genuinely help—and where does it fall short?

Artificial Intelligence (AI), particularly Generative AI, marks a substantial breakthrough in market research. In the ever-evolving landscape of applications and tools, staying current is half the battle. At Purdie Pascoe, we prioritize staying updated and adapting to market shifts while also being prudent in deploying AI, upholding data and privacy compliance.