The AI Growth Engine for Small Market Research Agencies - how to use AI to better market, sell, and engage with clients
2026-04-07 16:00 - 16:45 (Europe/London)
Join ICG member Paul Griffiths for this valuable Knowledge Share. This Knowledge Share has been generously sponsored by EXPLNERS.

Paul will offer practical and immediately actionable ways to start using AI to save time and do more consistent and effective marketing, sales, and client engagement.
Specifically designed for freelancers and small market research agencies.
Paul Griffiths
Paul Griffiths is the founder of Client Advocates. He helps leaders of Market Research and Insight Agencies grow revenues through proven strategies. He also supports Heads of Insight to increase their influence and budgets by creating impactful commercial plans.
With 25 years’ experience growing research agencies and working with client-side insight teams, Paul understands the challenges of delivering great work while driving commercial value. He’s worked both agency and client side, commissioning and selling research, managing commercial relationships, and advising leaders across the UK and internationally.
If you’re looking to grow your insight agency/ micro-business or respond to changing market conditions, Paul brings practical strategies that work.

LinkedIn: https://www.linkedin.com/in/paulneilgriffiths/
Website: https://clientadvocates.co.uk/
Podcast: https://apple.co/4qnK2Pv
Register for this session here

Beyond Claude: Building Real Research Capability with Agents
2026-06-02 12:00 - 12:45
This Knowledge Share has been generously sponsored by Liveminds.

“Can’t you just paste survey data into ChatGPT?”
Well, you can, but you’ll hit serious problems with security, accuracy, and adhering to MR standards. ICG member Matt Gibbs will demonstrate what a reliable alternative looks like, sharing tips and knowledge, having spent the past few years building agentic systems specifically for market research.
This session covers:

How agentic systems accelerate speed to insight while maintaining MR-grade rigour
Six principles for evaluating any AI solution (expanding on Matt’s recent ICG article)
Top tips on what to demand from your vendors
Practical knowledge-share for independents advising clients on AI adoption

The session closes with a call to action: how our sector can lead responsibly in a world where AI is reshaping research, and what independent consultants can do to guide their clients toward tools that protect, rather than undermine, the industry’s standards.
Matt Gibbs
Matt enjoys music, beer, conversation & crispy nibbles. If you can throw cricket into that mix…more’s the pleasure! Professionally, he’s a founder of Bayes Price, owner of Platinum (Human insights. AI-Powered.), ICG member, Certified MRS, Member of the Australian Research Society, and Chair of the TSAPI Steering Group.
He tries to promote our insights sector, share knowledge, and is keen to facilitate communications between anyone interested in better connecting insights with the wider world. Matt’s most recent presentations include “Standing Up For Insights” at IIEX Washington April ‘26 and “Moving the Ownership from Data Point to Point of View” Quirks London May ‘26.
Matthew Gibbs | LinkedIn.

Register for this session here

Designing Presentations with Canva AI
2026-07-09 16:00 - 16:45
Knowledge Shares are presented by ICG members, for ICG members only.
Last year we did a whistlestop tour of Canva. This Knowledge Share now focusses just on creating presentations in Canva, particularly using Canva AI.
We’ll start with setting up your brand kit, or your client’s brand kit, in Canva, to get consistent, reproduceable output every single time
Then we’ll focus on Canva AI, what it can and cannot do, and how it compares to similar AI-presentation tools like Gamma or Beautiful.ai, and how you write effective prompts to save you time designing your slides.
Our Speaker – Ramona Daniel

I’m a cultural insights and research strategy consultant with over 25 years of experience at leading global agencies including Ipsos, Kantar, and across the WPP network. I now work independently, partnering with organisations that need senior-level expertise on a flexible, freelance basis. Clients value my ability to step into complex projects quickly. My work bridges strategic thinking and hands-on delivery, from designing multi-market research programmes to translating data into compelling cultural narratives. I specialise in helping businesses decode cultural shifts, optimise research processes for greater efficiencies, and upskill teams – particularly at the intersection of traditional research methodologies and AI-driven analytics tools.
https://www.linkedin.com/in/ramonadaniel/
Ramona Daniel, Author at The ICG
https://www.23insights.co.uk/
Register for this session here (ICG members only)

Gen Z and Gen Alpha: Their Values & The Future of Work and Play
2026-09-10 16:00 - 16:45
This Knowledge Share has been generously sponsored by The Lens, a high-specification viewing facility in the heart of Farringdon.

We welcome ICG member Pam Goldfarb-Liss to run this Knowledge Share.
Knowledge Shares are run by ICG members for ICG members (only).

Think about this: by the year 2030 — more than 60% of the work force will be Gen Z and Millennials and by the year 2040 — as Millennials age and Gen Xers retire — more than 70% of that same work force will be Gen Z and Alpha. We already see the impact of Gen Z on the workforce as the values of work life balance build even stronger connections to support and greater overall balance. Gen Alpha promises to expand this focus into jobs that don’t even exist yet in workplaces that might connect even more to a new emphasis on work connections and support.
This Knowledge Share is part of an ongoing exploration that ICG member Pam Goldfarb Liss is seeing in her conversations with so many of her Gen Z and Gen Alpha respondents around what they want for their futures and in their future workplaces. Insight she hopes will get you thinking about your own workplace and views on these two younger generations.
Presented in a fun analogy to one of this generation’s favourite nostalgic TV show from the 1990’s “Friends”; Pam will share her findings from several young respondents and present them within the context of existing third party research. This will to show these future generations’ evolution towards work and play that hopes to illuminate and encourage dialogue with your personal ‘Friends’ who are Gen Z and Alphas. Pam is hoping she’ll spark some great dialogue with ICG members attending as well.
About Pam Goldfarb Liss:
With more than 30 years of experience, Pam loves the never-know-what’s-coming-next fun of learning from listening to consumers especially younger consumers. Pam has moderated topics from soda pop, baby bottles, refrigerators and hamburgers to travel, streaming networks, toys and diabetes and urinary tract infections. The glamorous life of a focus group moderator has brought her to see many emerging opportunities for companies and non-profits on many subject matters as it’s all interesting to her. In addition to enjoying moderating with kids and teens, Pam currently teaches and hosts — Mission Kid Possible powered by LitBrains-Igniting Ideas! — an online learning library with on-demand and live kid-sized workshops focused on training professional market researchers around the nuances of working with younger audiences. Pam is an active member and former board member of the Qualitative Research Consultants Association (QRCA), Creative Education Foundation and an industry cheerleader of all things creative and cool in market research especially the ICG.
Pam lives in Minneapolis, Minnesota USA with her husband and Gen Zalpha (17-year old Gen Z/Alpha cusper) daughter. Having just turned 59 in August 2026, Pam has made it her mission to spark dialogue around the workplace of the future and how listening to the younger generations can create an incredible exchange where we all stay young and vital. (See photos of Pam in her never getting old or serious state).

Register for this Knowledge Share here
