Research needs to move with the market without losing its standards. Matt Britton joins Sima Vasa on Data Gurus to discuss that balancing act: adopting new tools while keeping research integrity and sound methods at the center.
They examine the costs of slow technology adoption, generational differences in willingness to change, leadership resistance, and AI’s developing role in consumer research. Matt draws on his startup experience to discuss how leaders can evaluate change without making speed the only measure.
Original episode resources
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