As waves of technological hype crash upon the shores of the market research industry, how do we navigate the promises of revolution while maintaining a healthy skepticism?In this episode of the Greenbook Podcast, we are joined by Edward Appleton, who discusses the impact of technology, and the enduring importance of human skills in interpreting data. He reflects on the waves of technological hype that have promised to revolutionize the industry over the past two decades, expressing a healthy skepticism towards these narratives and emphasizing the importance of empirical evidence over hype. The conversation explores the potential impact of generative AI on market research, which could alter business models and the need for traditional sample providers. Edward underscores that while data is abundant, it does not equate to insights, and the need for human skills in providing strategic, actionable insights remains crucial. You can reach out to Edward on LinkedIn. Many thanks to Edward for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.Mentioned in this episode:Join us at an IIEX Event!Visit greenbook.org/events to learn more about events in Asia, the Americas, and Europe. Use code PODCAST for 20% off general admission at all upcoming events.