The Globe and Mail
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May 28, 2026
· 5 min read
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How AI is transforming market research: faster workflows and synthetic ‘personas’ that mimic humans
Original article ↗ 🔒 Paywalled source — limited preview availableB.I.A.S. ANALYSIS
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Article Excerpt
Open this photo in gallery: AI cuts down the time it takes for researchers to develop survey questions, collect responses and analyze data, meaning clients get answers sooner. GETTY IMAGES COMMENTS SHARE SAVE FOR LATER Addy Graves had been working in market research for over a decade when ChatGPT launched in 2022. While exploring the platform’s capabilities, she wondered: How could AI improve how market research is done? Traditionally, studies would take at least two months, says Ms. Graves, who previously held positions at Critical Mass and Ipsos Reid. That included time to plan the study, de…
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May 29, 2026