13 November 2025 • 14 min read
This document sets out my perspective on the landscape, defines key terms, and suggests next steps for developing more structured, safer, and more reliable use of synthetic data. This is very much work in progress, shared to stimulate further discussion.
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Heineken’s Tony Costella joins Ray Poynter to unpack how AI, data, and people reshape marketing and sales—moving from one-off tests to always-on insight and real business value.
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Karlien Kriegler, co-founder of Hello Ara, joins Ray Poynter to explore how AI is transforming market research, uncovering creativity, practical innovation, and the future of insight discovery.
This document sets out my perspective on the landscape, defines key terms, and suggests next steps for developing more structured, safer, and more reliable use of synthetic data. This is very much work in progress, shared to stimulate further discussion.
The IAB/MRC are currently engaged in drawing up new proposals for measuring attention in media consumption. Although their work is sound and well-researched, I wonder if the emerging AI-reshaped media world will create fundamental problems of endogeneity?
For anyone in the market research and insights world, Forrester's latest quarterly results are a must-read and a sobering signal of the shifts happening under our feet, as reported by MRWeb.
