By Angus Hunter, The Research Society

Trust is the cornerstone of market and social research.  Trust is both a foundational principle and a critical operational element that influences the reliability and validity of data gathered. This importance is multifaceted, impacting research participants, the research community, our clients and the broader public.

At the core of trust in research is the ethical conduct expected of researchers. This involves obtaining informed consent, ensuring confidentiality, and handling data with integrity. When participants believe that their personal information is safe and that the research is conducted ethically, they are more likely to participate willingly and provide accurate, honest responses. This trust is not merely ethical but practical; it directly affects the quality and depth of data collected.

Additionally, public trust in market research affects how research findings are received and acted on, particularly in the government and social context. Trust in the research community encourages engagement with findings and greater acceptance of evidence-based policy changes.

As we increasingly integrate artificial intelligence and synthetic data into market research, the need for trust becomes even more pronounced and the importance of GRBN’s study is amplified. AI and synthetic data offer the potential to vastly expand the scope and efficiency of research by generating insights from large data sets at unprecedented speeds. However, these technologies also introduce new complexities and ethical considerations.

Furthermore, the use of synthetic data, while valuable for protecting privacy and enhancing data availability, raises questions about the authenticity and representativeness of the information. Ensuring that synthetic data sets are truly reflective of real-world populations requires meticulous validation and testing, which must be transparently communicated to maintain credibility. The risk of biases being encoded into AI systems or perpetuated by synthetic datasets is a significant concern that researchers must actively manage.

The propensity for AI to negatively impact trust in the research industry here in Australia is evidenced in the report findings. As market research continues to evolve with these technological advancements, establishing robust ethical guidelines and maintaining transparency in AI and data synthesis processes are crucial. Trust in this context not only supports the integrity and acceptance of research findings but also safeguards against the misuse of powerful technologies.

Building and maintaining this trust will require concerted efforts to educate stakeholders about AI and synthetic data methodologies, engage in open dialogue about the limitations and potential biases of these technologies, and implement rigorous oversight and ethical review processes.

These steps are essential to ensure that, as market research becomes more technologically advanced, it remains a reliable and trusted tool for decision-making.

The Research Society is pleased to continue its partnership with GRBN on this important work and we congratulate Andrew and his team on producing another thought-provoking study. We also take this opportunity to thank Lisa Salas and the team at Ovation for continuing to provide the fieldwork for this research here in Australia.

Angus Hunter, The Research Society