Ethical AI in Market Research: Balancing Innovation and Trust

Speaker: Margaret Chapman
CAIP, COO and Partner, Narritive Research

Margaret is proud to have become an owner and partner of Narrative Research in 2019. Since 1999, she has worked as a consultant, specializing in group facilitation, in-depth interviewing, marketing, and communications. She has wide-ranging cross-industry experience in both quantitative and qualitative research. As a seasoned moderator, she has conducted hundreds of focus groups and interviews to evaluate concepts, advertising and communications, website usability and gather customer feedback. Margaret’s curiosity has taken her to many stops around the world, but she has found a home in Halifax where she loves to volunteer to help make the city vibrant. She is currently the Vice Chair of the Board for Symphony Nova Scotia, and co-chairs the AI Ethical Guidelines & Public Policy Advocacy Sub-Committee for CRIC. She is chair of the advisory board for Dalhousie University’s MBA program. She has previously chaired the board of directors for the Halifax Chamber of Commerce and Metroworks, a skills development social enterprise. She has also volunteered for Hospice Halifax and 2b theatre. In 2021 and 2022 Margaret is proud to have chaired the Executive Cabinet of the QEII Foundation Ride for Cancer. Margaret holds an MA from the University of Southern California and a BA from Simon Fraser University. Her sidekick Betty can be found at Narrative Research on many Fridays. Margaret loves to play music with her string quartet, GEMM, the PEI Symphony and Nova Sinfonia.

Speaker: Kathy Cheng
CEO, Nexxt Intelligence | inca

Kathy founded Nexxt Intelligence with 20+ years of global market research experience, and a conviction that quantitative research could be improved by adding a qualitative dimension and using qualitative principles of building rapport, engagement, projection, and probing to deliver deeper insight at scale. That’s the motivation behind inca, Nexxt Intelligence’s Conversational AI for deeper insight faster. Previously Kathy worked at Environics, Ipsos in Canada, and Nielsen in Shanghai.

Speaker: Paul Acerbi
SVP, Ipsos

Paul is a seasoned professional with over 25 years of experience in the industry. As a trusted advisor, he has worked with renowned global brands such as BRP, Unilever, The Home Depot, Ferrero, Diageo, Sapporo, and Nike. In 2020, Paul joined the Ipsos Client Organization as a Client Officer, where he excels in connecting the dots between diverse stakeholder groups within both client and Ipsos organizations. His expertise lies in providing context, meaningful insights, and facilitating actionable strategies to enhance the value delivered by Ipsos.

In addition to his role as a Client Officer, Paul is Ipsos Canada’s AI Adoption Team Lead and a member of Ipsos’ Global AI Team and sits on Ipsos North American’s AI Steering Committee. He is passionate about the intersection of AI and market research and has led a session on AI’s impact on the research industry for the Canadian Research Insights Council’s (CRIC) CEO Forum.

Paul is also actively involved with CRIC, where he serves as a member of the CRIC AI Committee and Co-Chair of CRIC’s AI Ethics Subcommittee. In these roles, he contributes to shaping the future of AI in the Canadian marketing research landscape while ensuring the ethical application of AI technologies.