Rethinking Research in the Age of AI – Insights from Piers Lee
In a special episode of The Collaborative Canvas Podcast, host Ankesh Saxena talks to Piers Lee, Managing Director at BDRC Asia, about a powerful study presented at the Asia Research Media Breakfast Seminar. This episode goes beyond the buzz to examine the real impact of AI on the research and insights industry.
With over two decades in market research, Piers brings valuable perspective to how AI is quietly—but quickly—changing how research is done. The conversation reveals how most researchers are already using AI, often in informal ways. From automating transcripts to generating insights, AI is speeding up workflows. But it’s not just about speed. It's also about cost savings, creative support, and even better data use through tools like synthetic data.
However, the benefits come with serious concerns. One major risk Piers highlights is that over-reliance on AI could harm critical thinking and creativity in researchers. He also points to ethical issues, hallucinated outputs, and cultural insensitivity—especially in Asia, where training data might not reflect local contexts.
Interestingly, Piers’ study found that AI use in research is more advanced than in many other industries. Yet, many agencies are still experimenting without strong oversight. Some are even building their own proprietary AI tools—proof that this is not just a trend, but a long-term shift.
As AI adoption grows, the role of researchers is changing. Instead of just data collectors, they’re becoming strategic advisors. Agencies may need to slim down, focus more on consulting, and train their teams differently. According to Piers, there are six possible futures for research firms—from innovation labs to AI specialists and even AI consultants for clients.
The big message? AI won’t replace researchers, but it will reshape the industry. The winners will be those who combine smart AI use with deep human insight and ethics.
With over two decades in market research, Piers brings valuable perspective to how AI is quietly—but quickly—changing how research is done. The conversation reveals how most researchers are already using AI, often in informal ways. From automating transcripts to generating insights, AI is speeding up workflows. But it’s not just about speed. It's also about cost savings, creative support, and even better data use through tools like synthetic data.
However, the benefits come with serious concerns. One major risk Piers highlights is that over-reliance on AI could harm critical thinking and creativity in researchers. He also points to ethical issues, hallucinated outputs, and cultural insensitivity—especially in Asia, where training data might not reflect local contexts.
Interestingly, Piers’ study found that AI use in research is more advanced than in many other industries. Yet, many agencies are still experimenting without strong oversight. Some are even building their own proprietary AI tools—proof that this is not just a trend, but a long-term shift.
As AI adoption grows, the role of researchers is changing. Instead of just data collectors, they’re becoming strategic advisors. Agencies may need to slim down, focus more on consulting, and train their teams differently. According to Piers, there are six possible futures for research firms—from innovation labs to AI specialists and even AI consultants for clients.
The big message? AI won’t replace researchers, but it will reshape the industry. The winners will be those who combine smart AI use with deep human insight and ethics.
Inspired from episode: Rethinking Research in the Age of AI – Insights from Piers Lee
Listen to the full episode with “Piers Lee” on The Collaborative Canvas Podcast—now streaming on YouTube and Spotify.
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