The AI Balancing Act: Enhancing Insight While Protecting Data Quality

Join Sawtooth Software for a special pre-conference webinar designed for market research professionals looking to stay at the forefront of marketing science. This session offers a preview of leading-edge thinking from three contributors to the upcoming Sawtooth Research Conference in Germany (6-8 May). In keeping with Sawtooth’s long-standing commitment to education, the focus is on practical ideas, emerging methods, and thoughtful evaluation of new tools shaping our field.

You’ll hear from Rashmi Sharma (Knowledge Excel), who will explore the evolving challenges of survey data quality—from bots and device spoofing to low-effort respondents—and introduce a multi-layered framework for protecting data integrity throughout the survey lifecycle. Allie Pierce (KS&R) will share a structured approach to evaluating large language models for coding open-ended responses, offering a practical roadmap for assessing when and how AI can complement or replace traditional methods. Dimitri Liakhovitski (NIQ) will present new research comparing LLM-based imputation to established techniques, shedding light on when AI can meaningfully improve efficiency and data quality.

Each presenter will share selected insights from their conference papers/breakouts, followed by a live Q&A discussion. The goal is not to cover everything, but to give you a meaningful glimpse into the ideas and conversations that will be expanded upon at conference in Berlin.

Whether or not you plan to attend the conference in person or virtually (via the virtual attendance option), this webinar provides a valuable opportunity to engage with current thinking in survey methodology and analytics. And for those considering attending the event, it offers a preview of the depth and quality of discussion you can expect at the Sawtooth Research Conference.