CRIC Artificial Intelligence Committee


The CRIC Artificial Intelligence (AI) Committee was established to help shape the strategic, ethical, and responsible use of AI in the Market Research, Analytics and Insights industry.

The objectives of the CRIC Artificial Intelligence Committee include:

  • Guiding the State of AI. Adoption by Canadian Insights Agencies.
  • Guiding the use of AI-Based Services for Market Research and Insights.
  • Guiding  agencies and end clients to use AI ethically and responsibly and address any challenges or concerns around the use of A.I. in a professional settings.


CRIC has outlined Guiding Principles to provide a framework for the use of Artificial Intelligence (AI) and Generative Artificial Intelligence in market research. The aim is to ensure the strategic, ethical and responsible use of AI tools. The principles cover transparency, data security, protecting participants from harm, minimizing bias, and ensuring oversight when using artificial intelligence in market research.

Download the AI Guiding Principles Document

The Committee

Paul Acerbi

Senior Vice President


Paul Acerbi is a seasoned professional with over 25 years of experience in the industry. As a trusted advisor, he has worked with renowned global brands such as BRP, Unilever, The Home Depot, Ferrero, Diageo, Sapporo, and Nike. In 2020, Paul joined the Ipsos Client Organization as a Client Officer, where he excels in connecting the dots between diverse stakeholder groups within both client and Ipsos organizations. His expertise lies in providing context, meaningful insights, and facilitating actionable strategies to enhance the value delivered by Ipsos.

In addition to his role as a Client Officer, Paul is Ipsos Canada’s AI Adoption Team Lead and a member of Ipsos’ Global AI Team and sits on Ipsos North American’s AI Steering Committee. He is passionate about the intersection of AI and market research and has led a session on AI’s impact on the research industry for the Canadian Research Insights Council’s (CRIC) CEO Forum.

Paul is also actively involved with CRIC, where he serves as a member of the CRIC AI Committee and Co-Chair of CRIC’s AI Ethics Subcommittee. In these roles, he contributes to shaping the future of AI in the Canadian marketing research landscape while ensuring the ethical application of AI technologies.

Anastasia Arabia


Trend Research Inc.

Anastasia is one of the founding partners of Trend Research Inc., which began in 2003. Trend is one of the largest marketing research firms in Alberta, with a 70 station call centre and two focus group facilities, located in the heart of downtown Edmonton.

Trend Research is the proud owner of “TrendWatch Alberta” the only monthly Alberta telephone omnibus survey. Stay tuned for news to come of “TrendWatch BC” and “TrendWatch Saskatchewan”.

Anastasia is a member of the Marketing Research and Intelligence Association (MRIA), serving on the National Board as President. From March 2003 to present, Anastasia served on the MRIA’s Alberta board, as the Membership Chair, Events Chair, President Elect, and most recently the Alberta Chapter President from 2009-2011.

Based in Edmonton, Anastasia frequently speaks at the University of Alberta and other marketing research classes and shares her knowledge and passion for the industry. A lifelong learner, she can regularly be found in a webinar, class or event learning about newest techniques and ongoing best practices.

Margaret Chapman


Narrative Research

Margaret is proud to have become an owner and partner of Narrative Research in 2019. Since 1999, she has worked as a consultant, specializing in group facilitation, in-depth interviewing, marketing, and communications. She has wide-ranging cross-industry experience in both quantitative and qualitative research. As a seasoned moderator, she has conducted hundreds of focus groups and interviews to evaluate concepts, advertising and communications, website usability and gather customer feedback. Margaret’s curiosity has taken her to many stops around the world, but she has found a home in Halifax where she loves to volunteer to help make the city vibrant. She is currently the Vice Chair of the Board for Symphony Nova Scotia, and co-chairs the AI Ethical Guidelines & Public Policy Advocacy Sub-Committee for CRIC. She is chair of the advisory board for Dalhousie University’s MBA program. She has previously chaired the board of directors for the Halifax Chamber of Commerce and Metroworks, a skills development social enterprise. She has also volunteered for Hospice Halifax and 2b theatre. In 2021 and 2022 Margaret is proud to have chaired the Executive Cabinet of the QEII Foundation Ride for Cancer. Margaret holds an MA from the University of Southern California and a BA from Simon Fraser University. Her sidekick Betty can be found at Narrative Research on many Fridays. Margaret loves to play music with her string quartet, GEMM, the PEI Symphony and Nova Sinfonia.

Michael Williams



As a computer scientist doing his MBA, Michael founded Advanis in 1990 thinking that he was going to build a software-for-research company. Instead, his entrepreneurial, never-say-can’t leadership created a full-service market research firm – one that is grounded in integrity, innovation, and industry, and in so doing, has become a consultancy that sets standards to which our competitors aspire.

Michael is inspiring (going on at length if given the opportunity!) about the exciting challenges available in market research. He’s constantly striving to improve how Advanis delivers research, ensuring that the entire company continuously pursues better ways of doing things (efficiency) and ways of doing better things (effectiveness). In 2021, he acquired an ESOMAR membership which demonstrates his commitment to continuously broadening his knowledge.

Michael is never far from clients. He remains involved in designing and improving projects. He has extensive market and social research experience in North America, Australia, and Europe.

Michael also loves spending time in the Rocky Mountains, in the past climbing them, and in the present, hiking and biking them

Contact Us

For more information, contact John Tabone, CEO

[email protected]