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.

I still remember my first exposure to market research: it was in the late 90s, a few years before I moved into the industry myself, and I was working for a cellphone company. We were exploring the potential for mobile internet services, from shopping and gaming to stock trading and betting.