Ultra-processed data: the hidden risk AI can’t solve
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Ultra-processed data: the hidden risk AI can’t solve
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Narrated by:
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About this listen
In this episode of the Data Malarkey Podcast, Master Data Storyteller, Sam Knowles, welcomes Kelly Beaver, Chief Executive of Ipsos UK & Ireland, to explore why the data industry is at a crossroads.
Kelly shares insights from the Market Research Society’s "Campaign for Better Data" - tackling synthetic data, the risks and benefits of AI to the market research industry, and the danger of what she terms “ultra-processed data”. With passion and precision, Kelly explains why high-quality evidence matters more than ever.
🔍 Topics covered:
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The rise of synthetic and algorithmically altered data
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What makes data "ultra-processed" - and why that’s a problem
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The need for transparency and representativeness
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Why in-person collaboration still matters
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Storytelling, ethics, and the future of insight
Resources and links
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Ipsos UK & Ireland - https://www.ipsos.com/en-uk
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Market Research Society (MRS): Campaign for Better Data - http://bit.ly/4m5eH1E
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MRS Fair Data Mark - https://www.mrs.org.uk/standards/fairdata
👉 Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com