MRSI Document

GLOBAL NEWS

ESOMAR Congress Amsterdam 2023 recognises excellence in Indian Market Research while listing insight legends - Industry Stalwarts elated with this walk of fame

AMSTERDAM, NETHERLANDS

It is a proud moment for Indian Research fraternity as ESOMAR CONGRESS in Amsterdam 2023 nominated Mitali Chowhan , Director General MRSI; Pravin Shekar , Outlier Marketer and Keynote Speaker, Krux108; Umesh Kumar , SVP & Head of International Research, Hansa Research; and Sharmila Das , Chairwoman, Purple Audacity - as India’s Insight250 Legends who were listed among 75 global Insight250 Legends. The annual Insights250 Legends honour insight industry experts who have made long standing, indelible impacts on the industry and beyond through leadership, commitment, or other contributions. It is a proud moment for Indian Research fraternity as ESOMAR CONGRESS in Amsterdam 2023 nominated Mitali Chowhan, Director General MRSI; Pravin Shekar, Outlier Marketer and Keynote Speaker, Krux108; Umesh Kumar, SVP & Head of International Research, Hansa Research; and Sharmila Das, Chairwoman, Purple Audacity - as India’s Insight250 Legends who were listed among 75 global Insight250 Legends. The annual Insights250 Legends honour insight industry experts who have made long standing, indelible impacts on the industry and beyond through leadership, commitment, or other contributions.

In a congratulatory note to each of the nominees, whose name was showcased with a ‘Star’ mark in the Hall of Fame, Crispin Beale, …… wrote “As I write this note your name is being laid, in a star, in pride of place at the entrance to the ESOMAR Congress in Amsterdam. All the 1000 plus people visiting ESOMAR Congress will walk our profession's equivalent of the Hollywood Walk of Fame each time they enter the venue and be reminded of the leadership and innovation that you and the other shortlisted 75 Legends bring to our profession. Your name is in our "Avenue of Excellence" as you have been shortlisted for your outstanding contribution to our industry - criteria considered included winning three consecutive Insight250 Awards, serving as a judge of the Insight250 awards, or exceptional performance going above and beyond the "day-job"”.

TAM Media research wins the Best Paper Award (Bronze Category) at the Pan African Media Research Organisation (PAMRO) 24th Annual Conference 2023

CASABLANCA, MOROCCO

In the event held at Casablanca, Morocco from 27th August to 30th August 2023, TAM Media Research won the Best Paper Award in the Bronze category. The conference was themed around “resilience and Innovation: Navigating the Media Landscape in Africa”. The paper titled, “Learnings from India on Effective use of Return Path Measurement Data - “Building blocks for adapting change in Africa’s Video Content Research” , broadly covered the rich experience of TAM Media Research in the arena of Audience Measurement, Data Analytics and Effective use of Return Path Measurement Data which can be replicated across any platform & geography. The research paper was presented by Mr. Nitin Kamat, Chief Growth & Partnerships Officer and Mr. Tejas Naik, Senior Vice President S-Group & Business Development at TAM Media Research.

In the event held at Casablanca, Morocco from 27th August to 30th August 2023, TAM Media Research won the Best Paper Award in the Bronze category. The conference was themed around “resilience and Innovation: Navigating the Media Landscape in Africa”. The paper titled, “Learnings from India on Effective use of Return Path Measurement Data - “Building blocks for adapting change in Africa’s Video Content Research”, broadly covered the rich experience of TAM Media Research in the arena of Audience Measurement, Data Analytics and Effective use of Return Path Measurement Data which can be replicated across any platform & geography. The research paper was presented by Mr. Nitin Kamat, Chief Growth & Partnerships Officer and Mr. Tejas Naik, Senior Vice President S-Group & Business Development at TAM Media Research.

Major new reports set out recommendations on researchers’ approach to AI

THE UNITED KINGDOM

The MRS Delphi Group, a think tank led by senior leaders and experts in the research and insight sector, launched its report to guide research businesses and in-house insights teams on their use of artificial intelligence (AI). The report “The BEST Framework for Gen AI: How and when to build AI into your research processes” provides a practical framework to support researchers in making strategic decisions on when and how they use AI within their projects and where investment is best targeted for their needs.

The framework aims to classify the different types of problems researchers seek to tackle, separating these into four quadrants – Boost, Expand, Shift and Transform – and from there identifying the best type of AI use to help achieve the project’s objectives. The MRS report also showcases use cases and provides tangible examples of how teams are incorporating AI into actual projects, from Ipsos’ Data Liberation platform which streamlines data analysis and reporting, to MMR’s Sensory Chatbot, which delivers more effective qualitative research to better understand consumer experiences with new products. The limitations and risks of implementing AI are also explored, including how the BBC is tackling the perpetuation of misinformation and AI being ‘confidently wrong’.

Jane Frost CBE, CEO of MRS, said: “There are a lot of promises and predictions around AI completely transforming everything we do overnight. In reality, much of what is possible with AI at the moment is a continuation of the work that research and insight have been doing for some time with machine learning and other tech. There are of course risks involved with AI, which we have to be alive to. I’m confident however that with the right tools and guidance, the sector – which is adept at handling personal data and adopting new technologies – will be able to bring together the power of machines and the creativity and curiosity of human minds for the significant enhancement of our insights.”