How conversation is reshaping AI-driven market research. Insights from 15 industry leaders on trust, relevance, and the future of human-led insights.

Synthetic data can speed up research and cut costs, but it still falls short of capturing the nuance, trustworthiness, and real human insight that traditional data from real respondents provides. Discover why market researchers argue that synthetic data should complement — not replace — human‑sourced data for truly reliable results.

A great survey experience isn’t just nicer for participants — it directly improves data quality by keeping respondents engaged, thoughtful, and less likely to rush through questions. Learn why focusing on participant experience leads to richer insights and more reliable research outcomes.

Fraudulent survey responses are on the rise as AI bots become almost indistinguishable from real participants. Discover how researchers are detecting and defending against these threats to protect the integrity of their data.

In a rapidly evolving landscape of conversational AI, not all solutions are created equal. Discover how inca SmartProbe stands out by combining cutting-edge Neuro-symbolic AI with expert market research insights.

Generative AI and synthetic data are transforming how research is done. Rather than replacing surveys, conversational AI may redefine their future.

In preparation for IIEX Europe two weeks ago, we created an inca survey/chat to collect thoughts and feelings about generative AI among our market research peers and its impact on their roles and organizations.

In this 2nd post, we look into why market research professionals feel there's a positive impact that generative AI have on their organizations.

In this 3rd post, we explore why some market research professionals perceive no impact or a negative impact of generative AI on their organizations.

In this final post of the 4-blog series, we discuss that Generative AI is a game-changer that our industry needs to be ready for, and more knowledge-sharing and training need to happen so that researchers and businesses alike can "stand on its shoulders”.