AI Integration in Research Services at Dynata

This technical report presents an overview of Dynata's responses to ESOMAR's 20 questions regarding AI-based research services. It addresses the company's experience in AI solutions, highlighting over 40 years in market research paired with advanced AI and data science capabilities. The document explains how AI enhances data quality, efficiency, and insight depth, detailing the functionalities of Dynata’s QualityScore™ and Quali-Quant AI systems. Additionally, it discusses the challenges encountered in AI deployment, including participant fraud and bias in generative models. The report emphasizes the importance of integrating human oversight with AI for maintaining data integrity while leveraging AI’s strengths. Finally, the document outlines the algorithms and data interactions that reinforce the efficacy of their AI services, ensuring reliable datasets for clients by continually adapting to emerging trends and challenges in the research landscape.