Artificial Intelligence (AI) in Market Research Guidance and Resources

A collection of current and upcoming guidance resources in one place

If navigating the Legal and Ethical legislation, guidance and advice for the use of AI in healthcare market research is leaving you feeling lost, the BHBIA has collected a pool of suggested organisations, principles, guides, and webinars hosted by thought leaders in this space into one easy access point. 

Download the BHBIA's Use of AI in Market Research Guidance:

Fundamental Principles:

In any market research project, you should consider the following principles: 

• Will personal data be collected?
• Do you have consent to process it?
• Are you aware of the risks?
• Have you conducted Privacy and Data Protection due diligence checks?

 This is still the same with a project that will potentially use AI to process data.

BHBIA Quick Guides:

The following BHBIA Quick Guides include current guidance on these fundamental principles. 

• Sharing Personal Data
• Legal Grounds for Data Processing
• Consent Guidelines
• Consents for Market Research
• Risk and Privacy Impact Assessment
• Due Diligence and New Technologies
• Data Security including Breaches and International Transfers

Other Resources 

The following online events and resources may help you to keep up to date with latest thinking and developments:

How to Utilize Lawful Ethical AI Effectively in Healthcare Research with Jessica Santos, Oracle Life Sciences.

Intellus webinar 20^th March 2024  Jessica is a member of the BHBIA Ethics and Compliance Committee. She presented this recent webinar for Intellus Worldwide.

Access Intellus webinar recordings as a BHBIA member here.

BHBIA ECC Webinar Dec 2023 – The Final Word

ECC member Yuliya Fontanetti presented the “Compliant Use of AI” session in the committee’s wrap up of the year webinar. Members can access the recording and slides with the link below:

Watch the webinar (members only): ECC The Final Word 2023

MRS: DRAFT AI Guidance and using related technologies 

MRS has produced this DRAFT guidance to help practitioners act legally and ethically when using AI and related technologies.

ICO AI & Data Protection Risk Toolkit

This toolkit is designed to provide practical support to organisations to reduce the risks to individuals' rights and freedoms cause by ther own AI systems.

What other legislation or guidance is expected? Where can I stay up to date?

With the EU AI act expected imminently and the UK and US governments taking a slightly different approach with the current “Pro-Innovation approach to AI regulation” and "AI Bill of Rights", the BHBIA Ethics and Compliance committee will update this page with new information and resources as they become available.

UK BI professionals can keep up to date on AI legislation and policy updates, and their impact on UK healthcare market research through the BHBIA, MRS and ICO. 

If in doubt, submit a guidelines query to ask for support.

Keeping you informed about changes in the UK legal and ethical environment

Information provided by the BHBIA is not legal advice. If a legal opinion is required, this should be sought separately.