Oscar Carlsson on the double-edged sword of AI at work and in the insights world

On this episode of Now that’s Significant, a Market Research Podcast host Michael Howard (the Head of Marketing at Infotools) was joined by Oscar Carlsson, Chief Innovation Officer at Cint.

Cint is a market research technology company that provides innovative solutions for businesses to conduct research quickly and efficiently. Oscar oversees innovation in new business areas as well as Cint’s presales and sales engineering team and is involved in M&A activities and thought leadership. He also focuses on delivering the highest data quality and mitigating fraud in the Industry.

In this episode, we discussed the role and usage of AI in the workplace, with a particuar focus on those in the insights industry.

The two main talking points were around its usage, which frighteningly, is often more prevalent than managers may realize.

The second was around its use in the research world and how it is affecting data quality and fraud.

As always, employees need to be careful of the outputs it provides, checking them like you would a junior employee.

We hope you enjoy the show.

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Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

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