AI / LLM USAGE POLICY
Last updated: 3rd September, 2026.
This policy sets out our current position on usage of AI and LLMs.
As the tools and tech are continually developing, so too will our policy. Check back here for updates, or contact us to discuss our latest thinking.
Where we state the terms: ‘AI’, ‘artificial intelligence’ or ‘LLMs’ please see this as reference to the broad collection of tech, tools and platforms that come under the banner of AI / LLMs.
This policy has been informed by the Market Research Society (MRS) ‘Code of Conduct’, the MRS ‘Guidance on Using AI and Related Technologies’, and UK GDPR legislation.
Our guiding principles on AI / LLM usage
In line with the policy standards set out below:
- We will not use AI tools to replace human thinking and activities where the value that a human can offer is greater than AI
- We will use AI tools where their usage can enhance the value delivered by a human
- AI tools will only replace the work of humans where they are proven to be of greater value (eg. quicker and/or more accurate)
We expect these principles to hold true in the future, alongside the evolution of AI / LLM technology.
Our standards in relation to artificial intelligence
Transparency
We will inform clients at the point of providing a quote or proposal, and across the full timeframe of working with them, how we plan to use AI / LLMs in the work they may, or have, commissioned, including any limitations or risks associated with these tools, such as ‘hallucinations’. Where AI tools have contributed materially to a deliverable, we will identify this on request.
Flexibility
We recognise that clients will have a range of needs, views and regulatory compliance when it comes to topics such as AI usage. We will therefore adapt our usage of such technology to match the expectations and needs of our clients.
Integrity
We will always provide clients with our best advice on any implications of using AI / LLMs on the work they commission from us and any subsequent impact on their organisation.
Customer iQ takes full responsibility for the accuracy and quality of the final work it produces, including human checks / validation on AI-generated output.
Confidentiality
No personally identifiable participant data will be shared with AI tools. Any participant data shared will be screened/redacted to remove incidental identifying detail. No commercially sensitive nor confidential client data will be shared with AI tools, unless expressly agreed by a client.
What this means in reality
Examples of how this policy currently plays out day-to-day:
We advise against the use of synthetic participants / synthetic data for research which impacts business decision-making
- Where synthetic data techniques are proposed for any other purpose, we will only proceed with clients’ explicit consent, with a clear explanation of purpose and method, and any synthetic elements clearly identified.
We do not use AI tools as our main method of data analysis (qual and/or quant).
- Human analysis of data is our de facto mode
- AI tools, where used, act as assistants or are used to validate human analysis and provide greater value
We advise against the use of AI tools for carrying out qualitative interviews.
When you request a quote or proposal from us, we will include information on the AI / LLM tools we anticipate using for the work.
We will use AI tools to carry out tasks where such tools can be used as, or more, efficiently and accurately than a human – examples being:
- Creating basic survey questions (eg. demographics)
- Creating response lists for survey questions
- Coding anonymised open-ended survey responses
