Articles

Interest in and use of synthetic data has evolved significantly over the past two years. Synthetic respondents, simulated personas, and AI-generated datasets are now common in conference discussions, product development, and professional dialogue. This shift makes it timely to revisit how synthetic data and synthetic participants intersect with the Insights Association Code of Standards and Ethics. The intent is not to slow innovation or endorse it uncritically, but to ensure that adoption is de...

Ensuring a positive participant experience not only supports better response rates, but promotes the accuracy and engagement that produce reliable insights. The Duty of Care principles in Section 1 of the Insights Association Code of Standards & Ethics (Transparency, Respect, Fairness, and Honesty) are a practical roadmap for obtaining better data and maintaining the public trust on which our profession depends. Below, we examine where each principle might be violated, connect it to the Code, an...

Survey fraud, defined as a systematic act of intentional deception in order to gain a benefit during the conduct of survey research, has moved from being an occasional nuisance to an existential challenge for the market research industry. The Insights Association Code of Standards and Ethics provides a clear mandate: researchers must ensure transparency, methodological clarity, and data integrity. Nowhere is that more relevant than in how we prevent and disclose acts of fraud.

Behind the spectacle sits something far less visible but far more consequential: preparation.

The impact AI can have on research raises familiar, new, and evolving considerations for practitioners. Key mandatories to ensure research integrity and quality when using AI tools are outlined in the revamped Insights Association Code of Conduct.

This series brings the Insights Association's Code of Standards to life – highlighting areas where it can and should be applied in various aspects of performing market research properly and ethically.

This series brings the Insights Association's Code of Standards to life – highlighting areas where it can and should be applied in various aspects of performing market research properly and ethically.

By Steven Millman, Global Head of Research and Data Science, Dynata Buckle up, market researchers. If you thought the explosion of generative AI (GenAI) and large language models (LLMs) in 2023 was crazy to watch, just wait until you see the changes these technologies will bring in 2024. The future of market research is on a collision course with GenAI, and our industry will slog, struggle, succeed, and learn from mistakes as we collectively figure out what to do with the newly democratized...

Marketers love to make claims about their products and services. Why? Because ad claims work. When choosing, substantiating and executing any type of claim in your advertising, keep these best practices in mind...

A step-by-step guide to logging into and using the Insights Association members-only community Discussion Boards.