What happens when the data shaping our digital lives forgets the humans behind it?

In this episode of Flip the Focus, Jen and Producer Nico sit down with Dr Nadia Morozova, Chief Analytics and Insights Officer at Enriched Insights, to talk about the human side of data, the ethics of AI and why the most powerful insights come from understanding people, not just patterns.

Nadia talks about the moment she realised data had a human face; moving from psychology and consumer research into roles at major brands like TikTok and Procter & Gamble; and the study that changed how advertisers thought about the platform.

From the building blocks of good data: representation, quality and scalability, to underrepresented communities in research, we get into the need for data to reflect today’s reality to predict tomorrow’s. And the key consideration of the age: why frameworks and ethical baselines need to be in place before any AI model is built.

In a world where human data is under threat at a National level – OpenAI hacking Australia’s Medicare systems, anyone…? Dr Nadia offers a simple but powerful shift: move the conversation from what technology can do to what humans need. Because the most sophisticated AI is only valuable when it helps us understand human needs, aspirations and challenges more clearly.

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