Hanyu Sun, PhD, a Westat Associate Vice President for Statistics and Data Science, will be part of an online panel discussion on AI’s impact on market research. Hosted by the New England Chapter of the American Association of Public Opinion Research (NEAAPOR), the webinar will take place on November 17, 2025. Register now to attend the free NEAAPOR Fall Webinar: AI & Survey Research.
Jacob Nelson, senior data scientist at The Harris Poll, and Tom Tuccio, product manager at Dynata, will join Sun for the panel discussion. They will discuss how AI is transforming market research, highlighting actual project use cases. They will also address key factors firms should consider to maximize AI’s value and manage potential risks.
Sun will present a case study demonstrating how a fine-tuned large language model (LLM) can analyze cognitive interview transcripts to identify survey question errors. The model was trained and tested using expert-annotated data, with the goal of reducing errors, time, and costs while maintaining high data quality.
This event offers a unique opportunity for researchers and practitioners to gain firsthand insights into how AI is reshaping the future of survey and market research.
