South Africa, May 19 -- Do you know:

AI is playing a bigger role in the market research world with 49% of full service research companies saying they are using it to enhance or replace work process - up 10% on 2024 according to the latest GRIT business and innovation report. This is especially evident in qualitative research.

On the flipside, modern AI tools are also making it possible to create fake research participants, complete interviews, and deliver professional and compelling-looking reports. There are even some reports that are not backed by real data or written by a thinking, understanding, conceptualising human.

So what should the role of AI be versus that of the human researcher? We believe AI should be used to enhance human...