What can AI learn from market research about bias? Research World

"Any researcher worth their salt was acutely aware of sample design and delivery on that design back in the 1970s. We knew that it would make or break our study and our competitive advantage lay in our data quality." So says Butch Rice, a South African market research industry pioneer who started one of that country's most successful agencies, Research Surveys, before it was subsumed by TNS and later Kantar when I spoke to him about this article. Over time, sampling has become such a fundamental and pervasive part of our industry that it has become almost an after-thought for many researchers. However, our once-dogged focus on sampling is beginning to rear its head in new and novel ways.