Generative AI Usage Policy

 1. Introduction

  • Purpose: This policy aims to provide a transparent overview of how Generative AI is integrated into our research processes.

  • Definition: Generative AI systems are utilised across our research processes, assisting us in various approved use cases.

2. Responsibility

Abbey Teunis, Director, is responsible for ensuring that the Generative AI Usage Policy is implemented. However, all employees have a responsibility in their area to ensure that the aims and objectives of the policy are met.

3. Approved Use Cases

We leverage Generative AI to enhance our research processes, including:

  • Assisting in desk research during the Context Phase.

  • Identifying potential research blind spots and suggesting areas for exploration.

  • Transcribing interviews, focus groups and other qualitative research.

  • Providing quotes and evidence for key research themes.

  • Answering questions and summarising important points.

  • Identifying and generating key themes.

  • Creating graphical representations.

  • Assisting with copywriting.

4. Role of Senior Researchers

  • Generative AI outputs serve as inputs in our research process.

  • Senior Researchers are responsible for scrutinising and validating all Generative AI inputs. 

5. Non-Approved Uses

Generative AI is not employed for the following tasks, which are exclusively managed by dedicated Senior Researchers:

  • Writing proposals.

  • Designing market research materials (e.g. discussion guides, questionnaires).

  • Conducting research (particularly moderating qualitative research).

  • Participant recruitment.

  • Identifying customer needs, human truths, or research insights.

  • Drafting report storylines.

  • Composing research reports.

  • Providing report summaries and strategic recommendations.

  • Conducting the Growth Debrief.

6. Data Handling

  • When using open systems like ChatGPT, all data is anonymised, and no personally identifiable or confidential information is disclosed.

  • We collaborate with market research-focused platforms designed to maintain data security and confidentiality.

  • Rigorous privacy and security checks are performed on Generative AI platforms we select.

7. Training and Team Integration 

  • New team members undergo comprehensive training on the appropriate use of Generative AI.

  • Training covers when to employ Generative AI, how to interpret and utilise its outputs as inputs, and the best practices for prompting Generative AI platforms.

8. Legal Compliance

  • We ensure compliance with all applicable laws, regulations, and industry standards, including adherence to the MRS Code of Conduct.

9. Continuous Review

  • We commit to regularly reviewing this policy and our usage of Generative AI as the technology evolves.

  • We anticipate that non-approved use cases will remain so, as we value the expertise and experience of our Senior Researchers in certain aspects of research.

10. Ethical Commitment

  • We pledge to use Generative AI responsibly and ethically, upholding the highest standards of integrity in our research processes.

This Generative AI Usage Policy is a living document that guides our responsible integration of AI into our research processes. It underscores our commitment to maintaining the quality and ethical standards that define our work.

Last updated October 2023.