“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