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Building trust in
the age of AI
In a market research landscape reshaped by AI and rapid decision-making, trust in insights depends on stronger rigor and transparency.
In this joint session, Savanta and Ketchum explore how close supplier–client collaboration improves data quality, accountability, and confidence in an AI-disrupted world.
Presented by:
Patrick O’Donnell, VP, Group Manager, Ketchum Analytics
Dr. Nick Baker, Chief Research Officer, Savanta
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Session key takeaways
A Savanta x Ketchum session on how data buyers and suppliers can work together to ensure quality, combat fraud, and build trust in an AI-powered research world.
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Data quality isn't a one-time fix. Think of it as a continuous remix always evolving, always requiring active human judgment alongside AI detection.
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Fraud is adaptive. Bad actors evolve as quickly as our defences and the only winning strategy is continuous triangulation and close collaboration between buyers, suppliers and technology
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Partnerships are non-negotiable. The "Power Trio" of supplier, buyer and technology, each owning their part of the quality chain, is what makes research resilient.
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Keep surveys people-first. AI is a co-pilot, not the pilot. Human-led, respondent-centred design; clear language, empathy, fatigue reduction is still what drives quality data.
Speakers
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Dr Nick Baker
Chief Research Officer, Savanta
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Patrick O'Donnell
VP, Group Manager, Ketchum AnalyticsInsights at your fingertips
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