Our latest KIMRA Conversations podcast with Dominic King from Accenture Research covered his latest book, "Tools or Traps? The Rising Social Cost of Unchecked Innovation" which talks about technology and the dependencies we build that are created with new technologies and how instant gratification is baked into the business models of many of these new technologies from social media to AI. We talked about technology, particularly AI, and how it's impacting the work of business researchers, what it means to truly think vs just deliver. As well as really digging into some of the issues around synthetic data and what that means in a market research context.

In our first ever KIMRA Podcast episode, Simon Burton talks to Ben Longman, founder and CEO of Trendtype, a specialist market intelligence company covering FMCG, consumer health and retail across Africa and the Middle East. Ben explains why so much data on African markets is poor or simply doesn't exist, why on-the-ground fieldwork keeps surfacing things desk research never would, and why AI can confidently hallucinate an entire academic source when the underlying evidence just isn't there.

"we'll suddenly realize that that there is a value in expertise, a value in specialism, a value in on the ground research and and we'll realise that when people start making bad decisions and hitting some of those roadblocks."