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AI/Digital: Human Vs Machine: who will win the battle for insights?

July 2, 2020 @ 3:00 pm 3:40 pm

Speakers: Hannah Mann, Day One and Shruti Malani, PY Insights

Convenor: Xierong Liu, Ipsos Healthcare

There has been a lot of discussion and debate around the rise of machines and how automation and AI will replace the need for researchers. Expectations for insights that are better, faster and cheaper are now sky-high thanks to the introduction of innovative technology and new research tools.

As we now also enter a new norm where COVID-19 makes human to human contact harder than ever, meaning reps can’t physically see doctors and patients can’t as easily see an HCP for advice, do we now more than ever need to turn to technology to help us understand how best to reach and communicate with these audiences?

This webinar investigates the capabilities of machines v. humans in helping us answer these questions.  What role does each play in this new world to help us better understand customers changing wants, needs and behaviours.

To settle the debate we will design a competition between people and technology, pitting them against one another to showcase the strengths and weaknesses of each.  We will use the very latest and most sophisticated technology and compare this to the creative and interpretative skills of qualitative researchers.

Working collaboratively with PY Insights we will set humans and machines the challenge of mapping the online behaviours of fertility patients. We will seek to understand what patients are doing online in this new world – when, where and why – as they seek information, advice and treatment. 

  • The first arm will rely on machine analysis of behavioural data (with a light human touch), using via PY Insights award winning technology to map the online journeys of patients
  • The second arm will combine the online behavioural data with qualitative research, analysis and interpretation conducted by market researchers

We will assess each arm in terms of their benefits and drawbacks, the richness of the insight and speed of delivery.

We will outline the value that data and technology deliver, whilst acknowledging their limitations.  Showcasing the important role of new data sources to compliment traditional approaches in helping us make sense of complex human behaviour in an ever-changing world.  

We will outline the value that data and technology deliver, whilst acknowledging their limitations.  Showcasing the important role of new data sources to compliment traditional approaches in helping us make sense of complex human behaviour in an ever-changing world.  

There will be an opportunity for discussion at the end of the webinar using the Breakout Rooms function within Zoom – allowing you to interact with colleagues and our speakers.

This is a member only event and is free to attend for members.


Hannah Mann

Hannah Mann

Day One

Hannah Mann has over 20 years’ experience working with big pharma clients to bring the voice of the customer to the heart of decision making. Often partnering with clients early in the brand lifecycle to help identify market opportunities, target customers and develop the full brand experience.

Having worked both client and agency side, Hannah’s last role was as EU Managing Partner for a large Healthcare research agency. Under her leadership the team achieved rapid growth and won multiple high-profile industry awards including Best Agency at MRS 2016 and three EphMRA innovation awards. During this time Hannah also served as a judge for the annual EphMRA awards, presented at MRS and EphMRA conferences and wrote a number of successful blogs on women in leadership.

In March 2019 Hannah decided to co-found Day One with the ambition of partnering with forward thinking clients to help develop modern healthcare brands that truly meet the needs of today’s customer.

Shruti Malani

Shruti Malani

PY Insights

Shruti is the co-founder of PY Insights (https://insights.powrofyou.com), bringing a new ethos and authenticity to market research, with instant data & analytics tech. Her passion to drive change through technology led her to build PY Insights so people can gain from the multi-billion dollar personal data industry they are fuelling. PY Insights’ award-winning tech helps researchers explore people’s digital behavior data as a key input into business decisions.

Before starting PY Insights, Shruti was helping clients with their strategic and business transformation initiatives as a Management Consultant at Accenture specializing in Healthcare, Consumer Goods and Retail industry sectors. She’s a London Business School and a University of California Berkeley alumnus