We have another great session coming up in March. Final paper to be announced soon.
Tibet Quinn, Research Manager at The Guardian and Joanne Meredith from Magenta Research will be presenting ’Shift Happens 2026’ : Shift Happens is The Guardians Advertising lifestyle research project created to tap into the cultural zeitgeist of the Guardian, empowering brands stay ahead of trends. This years research found in a world of chaos and uncertainty the smaller picture is big news - with 71% of us finding the joy in everyday moments.
AI Grows Up: What Audiences Really Think of AI Use In Media: Renuka Gupta, Head of Research Customer Strategy and Insight, BBC & Yas Asare Anderson, Head of Qualitative Media Development, Ipsos
A recent BBC/IPSOS UK study shows that AI has quietly slipped into everyday life—especially for older audiences, who are now some of the fastest‑growing users. Audiences enjoy the convenience and creative boosts, but they’re still wary of losing the human touch, particularly in news and storytelling. In this paper, we explore what audiences expect from media organisations using AI in 2026, and where trust is built (or lost) when AI shows up in content they want to engage with