Ultra-processed data: the hidden risk AI can't solve
from The Data Malarkey Podcast Hosted by Sam Knowles
In this episode of the Data Malarkey Podcast, Master Data Storyteller, Sam Knowles, welcomes Kelly Beaver, Chief Executive of Ipsos UK & Ireland, to explore why the data industry is at a crossroads. Kelly shares insights from the Market Research Society's "Campaign for Better Data" - tackling synthetic data, the risks and benefits of AI to the market research industry, and the danger of what she terms "ultra-processed data". With passion and precision, Kelly explains why high-quality evidence matters more than ever. 🔍 Topics covered: The rise of synthetic and algorithmically altered data What makes data "ultra-processed" - and why that's a problem The need for transparency and representativeness Why in-person collaboration still matters Storytelling, ethics, and the future of insight Resources and links Ipsos UK & Ireland - https://www.ipsos.com/en-uk Market Research Society (MRS): Campaign for Better Data - http://bit.ly/4m5eH1E MRS Fair Data Mark - https://www.mrs.org.uk/standards/fairdata 👉 Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com
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