Attending Quirk’s London, Paolo Gambetti and Michael Butler highlighted a shift in the AI narrative, with less emphasis on excitement and more on real-world value, responsibility and impact.

 Behind every great research project is a system quietly keeping thousands of data points accurate, scalable, and insight ready. In this article, our Programming & Analytics experts explore how automation and innovation are transforming large-scale market research, freeing researchers to focus on what matters most: delivering meaningful insight.

Innovation sits right at the intersection of data, technology, and research. Our Innovation team’s goal is simple: make complex studies easier to run, insights easier to find, and decisions easier to make, for both our research colleagues and our clients.

On  2 August 2025, the second phase of the Act came into force, introducing new compliance standards for providers of general-purpose AI models. These updates mark a significant step in ensuring AI systems are not only powerful but also trustworthy. 

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.

As Head of Innovation at Purdie Pascoe, Paolo Gambetti offers his perspective about innovation in healthcare market research. He addresses a range of important points such as key drivers of innovation, how his dedicated team identifies emerging trends and technologies and the impact of AI and machine learning in the space.

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.