درباره این اپیزود
Wilko Rozema on the future of insights: why validation, not hype, will decide who wins
AI and synthetic data are moving fast, but the real competitive edge in insights is no longer speed alone. Wilko Rozema of Dynata breaks down why the next phase belongs to companies that can validate what they collect, protect data quality, and adapt before the market leaves them behind.
Dynata is one of the largest first-party data providers in the world, and Wilko explains how that position is changing as agencies, brands, and research teams race to balance cost pressure, shorter timelines, and smarter use of AI. He also gets into the tension most people are not talking about enough: synthetic models can look confident, but without verified real-human data behind them, the risk to business decisions grows fast.
Wilko also shares what agencies and insight teams often miss when they focus on methodology but overlook the quality of the data feeding it. His message is blunt: if the inputs are weak, the output will not save you, no matter how advanced your tools look.
Essential listening for insight leaders, agency teams, data professionals, and anyone trying to make sense of the AI and synthetic data shift without getting swept up in the hype.
-----------------------------------------------------------------------------------------------
Talking Insights is a Research World and Esomar production.
Hosted by Antonio Almeida
Music by FreeMusicForVideo from Pixabay
Graphics by Brandon Heim
-----------------------------------------------------------------------------------------------
If you’d like to be featured in a future episode or share your story, send us an email at podcast@esomar.org.
-----------------------------------------------------------------------------------------------
Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a
• Follow us on LinkedIn - http://bit.ly/2Drifcg
Esomar 2025
