Future-Proofing Market Research: AI, Digital Personas & Synthetic Data in Action

This webinar is brought to you by a unique collaboration between ESOMAR, the world’s leading international research association; the University of Georgia’s Center for Continuing Education, the leader in self-paced online research courses; Market Research Institute International, a non-profit educational institute comprising of practitioners maintaining and evolving the Market Research Core Body of Knowledge (MRCBOK™); and the Canadian Research Insights Council, Canada’s market research association. 

All registrants will receive a link to the online recorded video, so you can view the webinar later if more convenient.  

Description:  

The insights industry is at a turning point, shaped by AI, automation, and rising expectations for strategic impact. In this session, we’ll preview MRII’s newly overhauled Evolving Methods in Market Research course and explore three critical shifts redefining the profession. Participants will get a hands-on look at emerging methods, including Digital Personas, AI chatbots, and Synthetic Data, applied to a practical case study based on real-world data. 

Key Takeaways 

• Understand the three forces reshaping market research and what they mean for your day-to-day work and career trajectory. 
• Experience how new methods and tools can be applied in practice through a guided case study. 
• Move beyond reporting insights toward activating them, turning data into decisions and action. 

Presenter:

Niels Neudecker 

Niels leads the North America business at Human8, a global marketing insights consultancy with 600+ people across 22 locations. Powered by insights communities, cultural understanding, AI, and bold thinking, Human8 transforms data into direction, fueling consumer-centric business decisions that drive real impact. 

With over 15 years of experience at the intersection of brand strategy, innovation, and market research, Niels has held senior leadership roles at Walmart, Kantar, and GfK. His track record includes launching research products in over 30 markets, scaling insights platforms globally, and guiding teams through transformative change. He holds a Ph.D. in Brand Management from the European Business School in Germany and is a frequent conference speaker, book author, and industry contributor.