What do ultramarathons and market research have in common? In this episode of the Greenbook Podcast, we sit down with ESOMAR president, Ray Poynter, who shares his intriguing journey from a computer programmer in to a forerunner in online and social media research. Ray discusses the significant industry shift towards more in-house client research, facilitated by advancements in technology. He offers insights on how the internet and AI are revolutionizing market research, forecasting AI's impactful but not disruptive nature compared to mobile phones. The conversation also covers the democratization of research through technology, where Ray emphasizes the growing importance of skills like empathy and storytelling, areas where AI may fall short. Additionally, they touch upon challenges in data quality and potential regulatory hurdles with AI's integration. The episode concludes with Ray drawing an inspiring analogy between his enthusiasm for ultramarathons and the relentless commitment required to navigate and excel in the evolving landscape of technology in market research.You can reach out to Ray on LinkedIn. Many thanks to Ray 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.