International Market Research Day (IMRD)

Yasmin Handrich and Jonathan Pickup share the recording of their Duncan Stuart Best Paper and People's Choice Award winning conference presentation as part of the IMRD celebration.

Yasmin will be available to answer questions at the end of the session in which they present a battle between two teams taking on an identical quantitative research brief.  Team Human’s traditional research approach will go up against Team Machine’s AI led design and analysis with synthetically generated responses replacing human sample.  Who will prevail?

Response rates have continued to decline for quite some time. The random sampling paradigm that we have always worked in, requires our samples to be representative.  How to prepare valid estimates with low response rates is now receiving a great deal of attention from statisticians everywhere. I'll run through what it looks like to prepare estimates without a (entirely) random sample.