Resource Type: Knowledge Share Recording

  • RECORDING: Co-Creation in Today’s World and Beyond

    RECORDING: Co-Creation in Today’s World and Beyond

    This Knowledge Share will look at the highs and lows of creative workshopping, and what the future might have in store for us.  Drawing on decades (!) of experience between them Rebecca and Annabelle will grieve for what’s been left behind, share some ideas for the current day and look to future possibilities.

    This session is to provide tips and tricks and open up the floor for more inspiration and sharing of ideas on how we can adopt technology to be even more creative in our workshopping techniques in future.

    Our Presenters 

    Rebecca Harrison

    30+yrs ethnographic and qual expertise, Rebecca has conducted numerous workshops across multiple disciplines, topics, countries and cultures both off and on-line. Always looking to push the boundaries of insight and engagement, she’s keen to explore how to best use new or combined techniques to up the ante and ‘bridge the divide’ when it comes to online workshops.

    Annabelle Phillips

    Annabelle has worked in the insight sector for nearly 30 years, and led on Innovation during her time at Ipsos.  Much of her work sits at the intersection of public and private sector: communications, behaviour change, consumer understanding, and everything in between. She is a mixed method research with particular expertise in qual, ethnography and public dialogue workshops.

    Watch this session here (for ICG members only)

  • RECORDING: Gen Z and Gen Alpha: Their Values & The Future of Work and Play

    RECORDING: Gen Z and Gen Alpha: Their Values & The Future of Work and Play

    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).

    Watch the recording here

    Please note – special offer for ICG members

    Pam is presenting another live kid-sized workshop for her Mission Kid Possible online learning library on October 1st at 5 pm UK time (11 am central/Noon eastern US). Hoping our ICG friends will want to receive a $20 discount offer to attend. It is a ‘Rules of the Road for Younger Respondents’ workshop that outlines basics to succeed with kids and create age-appropriate expectations for them.  Use the special code: Neighbour (spelled like you do in the UK) for ICG members. (Normal price is $99 USD).

  • RECORDING: Beyond Claude: Building Real Research Capability with Agents

    RECORDING: Beyond Claude: Building Real Research Capability with Agents

    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.

    Recording here

    Here’s also the webapp created live during the demo, promoting the ICG and using the America’s General Social Survey (NORC) as an example data set

  • RECORDING: AI in 2026 – What’s the Wider Industry Saying about It?

    RECORDING: AI in 2026 – What’s the Wider Industry Saying about It?

    This Knowledge Share is presented by ICG member Diana Hilty-Vance and is generously sponsored by Liveminds 

     

     

     

     

    In this Knowledge Share, Diana Hilty Vance will feedback on what she heard at the Qual360 Berlin Conference this year, which focused primarily on AI and Qual.

     

     

    Specifically, she’ll talk about;

    • Who is doing what with AI in qualitative research?
    • What is AI Slop and why is it problematic?
    • What people really think of the tools and services available.

    Watch this session here (ICG MEMBERS ONLY)

    Session Slides Here

  • RECORDING: The AI Growth Engine for Small Market Research Agencies – how to use AI to better market, sell, and engage with clients

    RECORDING: The AI Growth Engine for Small Market Research Agencies – how to use AI to better market, sell, and engage with clients

    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

    Watch this session here 

  • RECORDING: AI for Discussion Guides

    RECORDING: AI for Discussion Guides

    This Knowledge Share will be presented by ICG member Jay Zaltzman and is sponsored by Indeemo.

     

     

    A lot has been said about using AI for qualitative analysis and report-writing, but what about using AI to prepare for qualitative research? In this Knowledge Share, Jay Zaltzman will share how he used ChatGPT to help design the methodology and write a discussion guide for a sample research project. You may have heard the expression that the first focus group is “like the first pancake” – it rarely comes out quite right and you frequently end up tweaking the discussion guide afterward. AI may be able to help figure out in advance which questions might “fall flat” and how to rewrite them.

    Jay Zaltzman

    Jay Zaltzman is based in Palm Springs, California, USA. He is a frequent presenter at research conferences and a past president of the QRCA. He writes an email newsletter called Research Tidbits – short, digestible tidbits about the world of marketing and market research, available here: https://bureauwest.com/subscribe . And more information about Jay is available here: https://www.linkedin.com/in/jayzaltzman/

    Watch this session here

  • RECORDING: The Researcher’s Toolkit: Working Smarter with Gamma AI

    RECORDING: The Researcher’s Toolkit: Working Smarter with Gamma AI

    This Knowledge Share has been sponsored by Indeemo.

     

     

    Most people have heard about Canva but have you used Gamma yet? If not, Andrew will show you how to create research stimulus, redesign existing reports, create newsletters, webpages, social media visuals and, when you don’t have any content, even create reports from scratch!

    This can all be done within Gamma. It’s easy, really quick and you will be surprised how good it looks!

    By the end of the session, you will have a good idea of whether Gamma should be in your toolkit.

    Andrew Smith

    With 30 years of research experience, Andrew blends qualitative depth with quantitative precision to uncover the insights that drive smarter decisions, stronger customer relationships and business growth.

    Andrew grew up in the media world, leading centralised insight and data teams and in 2012, he founded Insight Advantage to support both B2C & B2B businesses. Andrew is a joint author, with business owners from a diverse range of sectors, of a book entitled: “Success Secrets For Business Growth.”

    In 2025, Andrew founded Padel Insights Network (PIN) bringing together players from across the market research, data and marketing sectors to play padel, network and have fun. To date, events have been held in London, Manchester and Leeds with more sessions planned throughout 2026.

    https://www.linkedin.com/in/speak2andrew/

    https://insightadvantage.co.uk/

    https://www.linkedin.com/company/padel-insights-network-pin/

    Watch this session here 

  • RECORDING: AI Beyond Chatbots and Prompts

    RECORDING: AI Beyond Chatbots and Prompts

    This session was generously sponsored by Indeemo

     

     

    This intermediate session is for researchers who want to move beyond basic prompting and explore the less visible capabilities of AI. We’ll look at different types of AI, what they can do, and how to use them to streamline and elevate your research practice. You’ll learn how to build your own queryable knowledge bases, analyse complex qual and quant data more efficiently, and introduce AI-driven workflows that save time on routine tasks. If you’re curious about AI capabilities and want practical, non-technical guidance, this session is for you.

    Nadia Antropova

    Nadia Antropova is an insights and strategy consultant working with CPG brands, retailers, and agencies on mixed-method studies. She helps consumer brands build data-driven brand, channel, category, and portfolio strategies that support commercial growth. She also supports insights leaders in navigating the technology landscape, drawing on her experience in advanced analytics, global SaaS rollouts, and machine learning initiatives.

    Watch this session here 

  • RECORDING: Data Protection 2025 – New Rules/New Risks

    RECORDING: Data Protection 2025 – New Rules/New Risks

    This Knowledge Share has been generously sponsored by Indeemo.

     

     

    The Knowledge Share will be run by ICG member Jude Legg, and will aim to update members on what’s new in the world of data protection and offer some practical tips to maintain compliance.

    Jude Legg

    I have over 20 years experience working in the market research industry. I started with a brief cameo as a qual research exec, then moved into Field & Project Management then latterly into compliance. I became a self employed compliance consultant in January 2024 and I am a certified data protection professional.

    https://www.linkedin.com/in/jude-legg-9243064/

    Watch this session here 

    Session slides here

  • RECORDING: Prompt Design 2.0: Getting More Useful Results from AI Tools

    RECORDING: Prompt Design 2.0: Getting More Useful Results from AI Tools

    We welcome back ICG member Ramona Daniel to run this follow-up Knowledge Share.

     

     

     

     

    This follow-up Knowledge Share builds on our foundations session (https://theicg.co.uk/recording-prompt-design-for-independent-researchers-foundations/) and focuses on getting more reliable, useful results from AI tools like ChatGPT or Claude. It’s about moving beyond writing prompts to thinking critically about what the AI gives you back.

    We’ll look at:

    • Simple ways to check and verify the accuracy of AI outputs
    • How to refine prompts when the first answer isn’t quite right
    • Using short, structured prompts to save time and reduce repetition
    • Turning ad-hoc tasks into reusable prompt templates for everyday work

    This is a practical session for independent researchers and consultants who already use AI tools and want to use them with more confidence and consistency – no technical knowledge required.

    Watch the recording here