Abstract:

This paper represents a collaboration between Holland & Barrett, the UK?s leading health and wellness store; Prodege, a tech-enabled research and insights company; and Nexxt Intelligence | inca, a research technology provider specialising in probing AI. In an era where generative AI (GenAI) is transforming market research methodologies and synthetic data sparks controversy, this paper explores how primary online market research should adapt. We conducted a series of research-on-research experiments focusing on AI-enabled methods, and the impact of sample sources.