On this episode, host Sima Vasa talks to Ian Ash, Co-Founder of Dig Insights, about the intersection of AI and market research, the evolution of Restech, and the importance of balancing technology with human expertise. With over a decade’s experience leading Dig Insights, Ian shares his perspective on how AI reshapes research processes and why human oversight remains critical. He reflects on the parallels between storytelling in comedy and storytelling in research, emphasizing that whether it’s data or humor, connection and clarity are the keys.

Key Takeaways:

(02:09) Dig Insights’ journey from startup to private equity-backed growth.

(05:35) The importance of maintaining research rigor despite industry pressures.

(08:10) Large scales don’t guarantee better insights, just higher correlations.

(12:22) Swiping-based surveys introduced choice and engagement.

(15:46) Research needs exist along a flexible service continuum.

(18:40) Effective AI requires context and customization.

(20:22) Synthetic data performs better in sentiment analysis than research.

(25:22) AI accelerates research by automating data interpretation.

(28:08) Ian’s passion for stand-up comedy and life beyond market research.

Resources Mentioned:

Upsiide by Dig Insights

Scott Galloway’s Website

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