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SUMMARY:AI State of the Nation (with a focus on Synthetic Data)
DESCRIPTION:  \nThis webinar is generously sponsored by Qualzy \n \n  \n\n\n\nCome and join us at this ICG-member only panel discussion which will cover;\n\nThe results of the second wave of the ICG-member survey about AI (including responses to the questions about Synthetic Data)\nSynthetic Data – what is it and industry perspectives about it\nSynthetic Data user experiences\, covering qual and quant….\nDiscussion and next steps for us all as Indies.\n\n  \nWith special thanks to our speakers: \nMike Brown \nMike brings the experience gained from large agency technology and data to smaller research businesses and brands. From automation\, improvement of research processes and methods often now using MR specific AI tools as well as the broader industry LLMs\, Mike’s company\, Green Bird Consultants\, can help you survive and thrive. \n  \nKaren Cooper \nKaren runs Living Brands\, an insight and brand consultancy. Her passion and expertise is qual and her business partner offers quant. In this session she’ll be talking about the findings she gained after replicating a human qual study with synthetic personas. \n  \n  \nAakanksha Haran \nAakanksha runs Smart Move Ventures\, a UK data and research consultancy specialising in quant and qual methodologies\, with a significant part of her business currently run via AI tools. She has run two waves of the ICG AI monitor survey\, the results of which will be shared. She will also be presenting a case study on synthetic data usage in a quantitative setting for a syndicated study. \n  \nTom Woodnutt  \nTom is the founder of Feeling Mutual\, a  strategic qualitative research consultancy. He is co-leading the ICG AI survey initiative and will both contribute to and chair this discussion. \n  \n  \n  \nRegister for this session here \n(note the unusual start time for this webinar plus it’s slightly longer duration)
URL:https://theicg.co.uk/event/ai-state-of-the-nation-with-a-focus-on-synthetic-data/
CATEGORIES:ICG Webinar
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DTSTART;TZID=Europe/London:20260416T110000
DTEND;TZID=Europe/London:20260416T120000
DTSTAMP:20260426T052538
CREATED:20260305T120225Z
LAST-MODIFIED:20260317T121045Z
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SUMMARY:The Human Advantage in a Digital World - How to navigate the tension between convenience and connection
DESCRIPTION:This webinar has been generously sponsored by Babble Research\, Research\, Meeting and Training Facility in Solihull Birmingham  \n \n  \n  \n  \n  \n  \nIn a world which is increasingly digitised\, and in an industry in which digital and agentic services abound\, it’s hard to remember the power that in-person\, real-life\, human interactions can bring at every stage of the research journey. \nThis webinar will act as this reminder. \nWe welcome representatives from two industry initiatives\, ‘Power of Presence’ and ‘The Fieldwork Collaboration Group’ to talk about their work\, after which we will open up the discussion for your thoughts. \nSpecifically\, you will leave the webinar with; \n\nA greater understanding of what these industry initiatives are doing – and how we can all benefit\nAn understanding of the sorts of arguments that you can present to clients who resist the human advantage\nAn appreciation of the power of industry collaboration (rather than competition)\nA sense of hope about the future of the Insight sector.\n\n  \nPower of Presence\nAs research becomes increasingly digital and AI-supported\, the industry is asking an important question: what role does human presence still play in insight? Drawing on findings from the Power of Presence (POP) industry survey\, this session explores why connection remains central to understanding people. Rather than positioning technology and human interaction in opposition\, POP highlights the importance of balance. In a screen-mediated world\, the ability to connect\, observe and engage meaningfully may be one of the most valuable and undervalued skills in modern research. \nThe Fieldwork Collaboration Group\nThe Field Collaboration Group (FCG) was formed in early 2025 by Richard Bryan\, Managing Director at Qa Research and Kathy Tomlin\, Managing Director at QRS Market Research. It is a collective of market and social research agencies’ across the UK that offer or use face-to-face research as a key service offering. The aim is to grow the volume of interviewers\, particularly in low coverage areas across the country. \nSince the Covid-19 Pandemic the volume of face-to-face interviewers and recruiters has declined significantly\, with many at the time deciding to retire or find other forms of employment. Some parts of the country have a very low volume if any interviewers at all\, which affects our industry’s ability to fully meet client demands for this methodology when required. \nThe face-to-face research method is critical to accessing parts of the population that are harder to reach via online research methods. It is able to target very specific local geographies and therefore fulfil survey quotas that other methods struggle to achieve. \nThe main goal of the FCG collective is to boost face-to-face interviewer numbers by 100-200 into the market and social research industry over the next couple of years. \nInterest in the group is continually growing with 16 companies actively involved. \nIn March 2026 the FCG are running a pilot training session with prospective interviewers in Greater Manchester following a recruitment process in the region and working collectively to produce training materials. \nFollowing the pilot agencies across the FCG will share and discuss lessons learnt and agree improvements that could be made to the process. They will then select another region in the UK to deliver a recruitment and training session\, focusing on a locality that has low interviewer coverage but continued high demand for this methodology. \nDuring the webinar Richard and Kathy will share more about the FCG and its aspirations and how others can get involved. \nOur Speakers:\nCara Allan \n  Cara is a Director at Plus Four Market Research (and The Qualitative Lab\, London SW19) with over 20 years of international qual and quant expertise. She is known for her quick grasp of complex issues and cutting through the noise to achieve clear\, human-centred insight. Cara energises projects with creative thinking\, combining methodologies to produce tailored approaches across sectors. She brings audience motivations to life and delivers sharp\, actionable findings that inspire confident decisions and drive meaningful change. With an awareness of the need for an evidence base\, Plus4 have supported the POP campaign delivering a pro bono industry survey. \nRichard Bryan \nRichard is Managing Director of Qa Research a full service social and market research agency operating in a range of sectors including transport\, education\, utilities\, health and social care\, agriculture\, environment\, and tourism. Qa offers a wide range of online and offline qual and quant research services. A key part of Qa’s offer includes face-to-face surveying\, often as part of multi-mode projects or as the only method on a project. Richard worked with Kathy Tomlin as a joint founder of the Field Collaboration Group (FCG) to bring the industry together to help boost the volume of interviewers in low coverage areas of the country. Richard chairs monthly online meetings with the FCG and provides advice on strategy. He also chaired a smaller group of FCG members to focus on developing the process and materials for training new interviewers. \nSam Grey \nSam is Managing Director of i-view London and has worked in market research for over 24 years. Beginning her career in recruitment and fieldwork operations\, she has supported both qualitative and quantitative research across a wide range of sectors. Sam now leads one of the UK’s most awarded viewing facilities and is the founder of the Power of Presence (POP) campaign\, a collaborative initiative bringing together UK viewing facilities to champion the value of face-to-face research. Her work is grounded in the belief that insight is created through human connection\, and that as research evolves\, empathy\, interpretation and presence remain central to its impact. \nKathy Tomlin \nKathy is Managing Director of QRS Market Research with over 30 years’ experience in the industry. As a fieldwork specialist\, Kathy initially started as a telephone interviewer and mystery shopper before her career spanned into all methodologies and areas of the business. Operationally\, it has been impossible to ignore the sharp decline in UK based interviewers following the Covid pandemic and its resulting impact on fieldwork coverage\, quality\, and cost — issues Kathy believes are critical to the long-term sustainability of face-to-face research. As a joint founder of the Field Collaboration Group (FCG)\, Kathy is responsible for overseeing the group’s operations and co-ordinating its first recruitment pilot in March ‘26. Boosting interviewer numbers and maintaining a quality field force is imperative for safeguarding the long-term survival and future of face-to-face interviewing in an evolving research landscape. \n  \n  \n  \nRegister for this session here\n 
URL:https://theicg.co.uk/event/the-human-advantage-in-a-digital-world-how-to-navigate-the-tension-between-convenience-and-connection/
CATEGORIES:ICG Webinar
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DTSTART;TZID=Europe/London:20260514T110000
DTEND;TZID=Europe/London:20260514T120000
DTSTAMP:20260426T052538
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SUMMARY:Getting Representation Right In Qual and Quant
DESCRIPTION:Join us for this panel discussion about the impact that getting a properly representative sample can mean for the effectiveness of your research\, and how to go about persuading clients of the importance of this. \nWe welcome Daniel Singham (Yonder Data Solutions) and Kate Dale (This Girl Can) to share their experiences. \nWe will then open up for a discussion about the challenges we face in this and where to go/what you can use to help navigate this. \nThis will be a discussion rooted in real case studies and shared experiences. \nDaniel Singham \n \nDaniel Singham is Commercial Director at Yonder Data Solutions and a member of the MRS Main Board\, with more than 20 years’ experience across commercial and operational roles in market research. He also chairs the MRS Representation in Research Committee\, where he champions inclusion\, representation and better reflection of diverse audiences across the industry. \nKate Dale \n \nAfter starting life as a journalist\, Kate evolved into a campaign and digital specialist. She’s currently leading This Girl Can – Sport England’s award-winning\, disruptive campaign to get more women more active. She’s a strategic communicator with extensive experience in producing integrated behaviour change and marketing campaigns. Kate is also a confident and inspiring public speaker\, experienced writer and analytical campaign and content strategist. Outside work\, she’s a stand-up comedian and co-owner of The Queer Comedy Club and Milli Productions. \n  \nRegister for this session here 
URL:https://theicg.co.uk/event/getting-representation-right-in-qual-and-quant/
CATEGORIES:ICG Webinar
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DTSTART;TZID=Europe/London:20260519T090000
DTEND;TZID=Europe/London:20260519T100000
DTSTAMP:20260426T052538
CREATED:20260413T154031Z
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SUMMARY:Not another Gen Z brief: Exploring the Older Adult Opportunity in Asia
DESCRIPTION:  \nDeveloped Asian markets share a defining reality: rapidly ageing societies. Yet most brands persist in chasing youth\, overlooking those with longer lives\, deeper pockets\, and rising cultural influence. \nTo shed light on this huge opportunity\, join fellow ICG members Drago Djourov and Scott Percival to hear key insights from their proprietary research — “The New Contract”.  \nTheir qual-quant study focused on the experiences of 50+ adults in Singapore and Japan through the lens of retirement. They’re also building on the learnings via a series of expert interviews from across Asia on their podcast – Potluck. \nThis session will unpack the key dimensions that define the older adult experience in Asia — and reveal how brands can authentically engage this audience. With implications for any ageing market – and a challenge to help your clients see what they’ve been missing. \n  \nScott Percival \n \nScott is the founder of Lore Consulting\, based in Singapore. Lore focuses on learning what brands must know about people\, cultures and categories to help drive decisions\, inspire ideas and be part of the story. We work with selected local partners and associate researchers across Asia to deliver qualitative projects – with specialisms in brand\, communications and UX research. \n  \nDrago Djourov \nDrago left post-Communist Bulgaria to go to university in post-bubble Japan\, make a stop in post-reunification HK\, and then start an insights agency in post-LKY Singapore. Now\, with a network of partners\, he conducts research across Asia for London-based MNCs\, Chinese startups or New York ad agencies. Most of his work is in travel\, tourism and hospitality\, but has experience across categories. \n  \nPotluck \nBorn in 2019\, Potluck is the podcast that stirs up a unique flavour of people\, culture and brands in Asia. As co-hosts\, Drago and Scott speak with guests from across the brand\, marketing and academic spheres. In 2025\, we’ve rebooted the show – using it as extension of our thought leadership collaboration\, beginning with The New Contract. \n  \nRegister for this session here 
URL:https://theicg.co.uk/event/not-another-gen-z-brief-exploring-the-older-adult-opportunity-in-asia/
CATEGORIES:ICG Webinar
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