The Market Research Society of India (MRSI) recently hosted a thought-provoking webinar on the importance of ethics in business and market research. The session, titled “Keeping the High Ground – Being Ethical in Business is More Important Than Ever,” explored how ethics is not just good practice but also good business.
Speakers:
Dr. Meena Kaushik – Chairperson, Quantum Consumer Solutions
LV Krishnan – CEO, TAM Media Research
Amit Adarkar – CEO, Ipsos India
Siddhartha Nangia – Co-founder, Smytten & Smytten Pulse
Moderator:
Mitali Chowhan – Director General, MRSI
Ethics Before Business – LV Krishnan
LV Krishnan emphasized that for TAM Media Research, ethics comes before business. “It’s the starting point. If you don’t have the right ethics and values, there’s no foundation for a business,” he said.
He explained that ethics are deeply embedded in every stage of market research—from team recruitment to methodology selection, client interaction, and information dissemination. The company hires primarily fresh graduates and instills ethical standards through structured training. “As we build the future of our organization and contribute to the industry, these values become critical,” Krishnan noted.
The Three T’s – Amit Adarkar
Amit Adarkar framed the ethical foundation around the Three T’s: Trust, Transparency, and Technology.
Trust is crucial in a digital-first world where researchers increasingly depend on online and mobile interactions. “You need to earn the trust of respondents whose voices are essential to our work,” he said.
Transparency must be upheld both with consumers and clients. Adarkar stressed the importance of disclosing how technologies are used, their risks, and limitations.
Technology should be used responsibly. “Capturing personal data without consent or failing to purge it as per best practices is unethical,” he warned. Disclosure of synthetic data use is also essential to maintain integrity.
AI Misconceptions and Bias – Amit Adarkar
Adarkar challenged the notion that AI is a “new” phenomenon. “AI in various forms has existed for decades. The difference today is generative AI, which mimics human interaction.”
He cautioned against biases embedded in large language models (LLMs), explaining that these stem from the human data used to train them. “We can’t blame AI for biases—we must recognize our own,” he said. Accessibility has increased risk, as anyone with a smartphone can now generate and spread content, without necessarily understanding the implications.
Complexity in Today’s World – Dr. Meena Kaushik
Dr. Meena Kaushik, who founded Quantum in 1990, reflected on the evolution of the industry. “Ethics were easier to define when the environment was simpler. But today, we are dealing with far more complexity—cultural fragmentation, polarization, new identities, and rapid technological shifts.”
She emphasized that while ethical principles—data privacy, accuracy, and respect for consumers—remain foundational, the changing nature of society and consumer behavior demands continuous ethical vigilance.
Kaushik expressed concern that both the industry and the world are falling behind the AI curve. “We’re a conscientious, self-regulating industry, but we often act only after the curve has already advanced.”
She highlighted concerns around algorithmic bias, synthetic data, and the use of artificial respondents, noting that the industry must remain proactive in adapting to these changes.
Building Transparent Ecosystems – Siddhartha Nangia
Siddhartha Nangia discussed how Smytten has built a data-driven ecosystem that emphasizes transparency. Though known as a product sampling and commerce platform, Smytten is fundamentally a research and insights platform.
The company automatically captures organic consumer behavior rather than relying solely on traditional questioning. “Consumers should know how their data is being used, and we incentivize them to close that loop,” he said.
Nangia also highlighted ethical efforts to reduce response fatigue and bias by limiting how often the same respondent can participate in surveys.
AI’s Analytical Edge – LV Krishnan
Krishnan discussed AI’s strength in building hypotheses and uncovering patterns that might otherwise go unnoticed. He cited an example of analyzing two news channels with identical content but differing audience engagement. AI was used to surface variables like outdoor reporting, expert commentary, and viewer familiarity with presenters.
By layering data with historical patterns and contextual insights, AI can offer a “third eye” to drive deeper understanding.
Human Wisdom vs. Artificial Intelligence – Dr. Meena Kaushik
Kaushik argued that while synthetic consumers offer rich profiles, they lack the contextual sensitivity and emotional depth observed through real human interaction. “Deep insights come from wisdom and intuition—things that AI cannot replicate,” she emphasized. Human observation, cultural understanding, and intuition remain irreplaceable in qualitative research.
The Future of Ethical Research – Amit Adarkar
Adarkar concluded with three key recommendations for the industry:
Familiarity & Experimentation: The industry must actively explore AI use cases and establish responsible guardrails. This is not plug-and-play technology—it requires thoughtful application.
Leveraging Technology for Joy: AI can free researchers from mundane tasks, allowing them to focus on more fulfilling work.
Collaboration & Socialization: The industry should share knowledge and best practices through platforms like MRSI to accelerate collective growth.
He stressed that inclusivity is essential in this transformation. “It’s our responsibility as leaders to ensure no one is left behind. Everyone must be brought along—early adopters, reluctant participants, and those who feel overwhelmed.”
