Intellicast

Welcome back to Intellicast! It has been a couple of weeks, but we are back with a couple of special guests. Joining Brian Peterson this week are Gabby Blados and Matthew Alexander – both of whom attended Quirks Chicago.

Kicking off the episode, the trio discuss the recent eclipse and what they did to view it. Everyone agreed that it was a once-in-a-lifetime event that they were glad they were able to see.

Next, Gabby and Matthew give a breakdown of Quirks Chicago. They talked about the overall tone of the event and how it was more lively than other conferences they had attended, especially ones just out of the COVID lockdown. Gabby mentioned how she felt a sense of camaraderie from everyone attending.

Matthew and Gabby then get into some of the major themes and topics from the conference. In what should surprise no one, AI was the biggest topic. They noticed a shift in attendees toward embracing AI, where there was much more hesitancy in previous years. Data quality was another big topic at Quirks, and sometimes, they overlapped with AI.

Gabby and Matthew talked about their favorite session, which got them both thinking about how we, as an industry, ask about household income and, with cultural changes, whether there needs to be a change. They mentioned how there could be challenges in defining household income, especially among multigenerational households, households where adult children have moved back in, or ones that have extended family living with them. This leads to a deeper conversation about how current screening questions about household income could lead to the exclusion of certain respondents because of how they interpret the definition of household income.

Gabby and Matthew then talked about their experience at a session where Johnsonville and C+R Research presented how they navigated building a new campaign to bring everyone together while avoiding pitfalls that other brands have encountered recently. Matthew pointed out that he was impressed by Johnsonville’s willingness to acknowledge their initial missteps and their commitment to improve through collaboration. The conversation had Brian thinking about a movie he recently watched, Flaming Hot, that had parallels about ensuring you address cultural differences appropriately.

Finally, Matthew and Gabby tell Brian that it was announced that next year’s conference was moving out of downtown Chicago to a venue closer to O’Hare airport. Matthew and Gabby talk about how, while they enjoyed the downtown location, they were excited about the potential of the new venue.

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Welcome back to Intellicast! EMI’s own Matthew Alexander joins host Brian Peterson to discuss the latest market research news.

Kicking off the episode, Brian gives a quick rundown of upcoming conferences and their dates, including Quirks Chicago, where Matthew will attend. Matthews gives his insight into what he is looking forward to with Quirks.

The guys then dive into the market research news, starting with the news of the launch of Unlock Surveys, a new panel from Stagwell, the owners of Harris Poll and Maru. In connection with the podcast, former Poll Party Pod host and frequent Intellicast guest Adam Dietrich will be the managing director of the new panel.

Next, the guys discuss the latest financial reports from Ipsos. Brian and Matthew discuss Ipsos’s growth in 2023 and what it means for the overall industry.

The following story ties in nicely as the guys discuss the new AI tool, InnoExplorer, that Ipsos launched. The tool uses generative and analytical AI to help clients accelerate their innovation cycles. This leads to a deeper discussion about the introduction of AI tools and what the future could be in 5 years, as well as just one year from now.

Finally, the guys dissect the news about new legislation that has been introduced to shut down the annual America Community Survey. Matthew gives his perspective as a sample consultant who builds custom sample plans for clients, many of whom depend on accurate census and population data, and what losing this data source could mean for the industry.

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We are proud to have collaborated with Brandtrust, combining their Narrative Inquiry and our Strategic Sample Blending to unlock deeper insights and richer data, enhancing our ability to understand the complex topic of mental health. Download the eBook today!

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Welcome back to Intellicast! We have a special episode for you today! Brian Peterson is joined by Mary Draper and special guest Karine Pepin, co-founder of The Research Heads, for an in-depth conversation on data quality.

Before diving into the discussion, Karine talks about her background, how she got into market research, and what led her to start The Research Heads. She talks about the market gap that she and her co-founder identified where they are looking to bridge the gap between do-it-yourself researchers, in-house teams, and full-service agencies by offering flexible and collaborative solutions.

Next, we jump into our data quality discussion. Karine and Mary discuss why there is no single solution to ensure data integrity. Karine advocates for a multi-layered approach to address various sources of bad data, emphasizing the importance of a comprehensive screening process, attention checks, and post-survey analysis, which Mary agrees with.  

The discussion expands into the impact of social media and the role of incentives in survey participation, acknowledging the challenges posed by fraudulent respondents and the potential benefits of a universal respondent ID system to enhance targeting and data quality.

Finally, Karine gives us her view on the future of data quality in market research. While optimistic, she does believe the industry needs to be committed to transparency and the education of clients about the necessity for increased budgets to tackle data integrity issues effectively.

You can connect with Karine on LinkedIn here: https://www.linkedin.com/in/datafairy/

You can read Karine’s article on data quality that was featured on Research Live here: https://www.research-live.com/article/opinion/leveraging-academia-and-working-together-can-improve-data-quality/id/5122943

Thanks for tuning in!

We are proud to have collaborated with Brandtrust, combining their Narrative Inquiry and our Strategic Sample Blending to unlock deeper insights and richer data, enhancing our ability to understand the complex topic of mental health. Download the eBook today!

Want to catch up on our blogs? Click here.

Did you miss one of our webinars or want to get some of our whitepapers and reports? You can find it all on our Resources page on our website here.

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Welcome back to Intellicast! On today’s episode, Gabby Blados and Brian Peterson are joined by special guest Brianna Boyer, the Senior Director of Solution Strategy from AYTM, to discuss agile research.

Before jumping into the agile research discussion, Brianna talks about how she got into market research. Like many of us in the market research industry, Brianna talks about how she kind of fell into the industry. Brian and Brianna talk about what could happen to the industry if an effort was put into having people pursue careers in market research rather than just fall into it.

Next, Brian, Gabby, and Brianna dig into what agile research exactly is. Brianna explained that agile research involves applying the agile mindset to research, emphasizing rapid progress and change, unlike traditional methods. She noted that agile research often involves shorter, more DIY studies but stressed that these characteristics are not its core but rather a byproduct of the larger values and principles behind agile.

Next, Brianna discusses the benefits of the agile methodology in product development, emphasizing its focus on incremental steps and iterative processes. She highlights the importance of not being too invested in one question or aspect but rather focusing on the current answer that can help progress. Brian asked if shorter surveys were a part of this process, to which Brianna agreed, suggesting that while there’s room to reduce the length of surveys, it’s important not to eliminate all depth in favor of brevity. She proposed thinking in terms of ‘must haves,’ ‘should haves,’ and ‘could haves’ and focusing on the first two to keep the length of surveys manageable.

They then turn to the challenges of agile research. Brianna mentions that the biggest challenge is implementing agile research, highlighting the need for a mindset shift and change management. She emphasizes the importance of buy-in from stakeholders and teams, to the reality that change takes time.

This leads to Brianna talking about realistic timelines for implementation. Gabby and Brianna then discuss the potential of using agile research methods within traditional market research frameworks to identify insights quickly. Brianna explains that while agile research may not be suitable for every project or need, it can be beneficial between larger research projects. Brianna also suggested that agile research can be particularly effective during innovation cycles and for new initiatives.

In the last segment of the interview, Brian, Brianna, and Gabby discuss AI’s impact on the future of agile research. Brianna highlights the potential of AI in data analysis, designing questionnaires, and building visualizations while also voicing some concern about the potential loss of human interaction and richness of insights.

If you ever wanted to know about agile research, this is the episode for you.

You can learn more about AYTM by visiting their website: https://aytm.com/

You can connect with Brianna on LinkedIn: https://www.linkedin.com/in/briannalboyer/

Thanks for tuning in!

We are proud to have collaborated with Brandtrust, combining their Narrative Inquiry and our Strategic Sample Blending to unlock deeper insights and richer data, enhancing our ability to understand the complex topic of mental health. Download the eBook today!

Want to catch up on our blogs? Click here.

Did you miss one of our webinars or want to get some of our whitepapers and

reports? You can find it all on our Resources page on our website here.

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Welcome back to Intellicast! On today’s episode, Brian Peterson is joined by Jason Inderhees to talk about the latest market research and AI news! 

Kicking off the episode, Jason and Brian discuss the latest Bellwether report from the Institute of Practitioners in Advertising (IPA), which found that market research budgets declined in Q4 2024. It also mentioned that the industry is expected to decrease by 1% over the next few years. Jason talks about how, while the overall industry may decline, pockets still experience growth, and you just need to uncover them.

Next, the guys talk about the new appointment to the Toluna board. They ponder if this accelerates Toluna’s move to target brands and offers them a full suite of solutions.

The guys then switch gears a bit and talk about a $33 million investment in Anomalo, a California-based data quality platform. They talk about how the platform works and if there are any potential applications for the market research industry.

The second half of the episode starts off with the debut of the new intro music for the AI News segment. Jason and Brian then dig into some recent AI news stories, including news that Publicis Group plans to invest 300 million Euros in AI over the next three years.

The next few AI stories aren’t market research-specific but could impact the industry and industries we serve. First, the guys talk about the recently issued executive order around AI that aims to ensure that the US leads the way and manages the risk of artificial intelligence. Brian and Jason postulate that this is probably just the start of AI legislation. 

In the last story, they guys dive deep into news that New York had proposed a new law called the New York Robot Act that would impose a tax surcharge on “using technology to displace workers,” in an amount equal to taxes and fees that would have been paid on what an employee would have earned in the eliminated position. Jason and Brian are a bit on opposite sides of the debate on this one, but come out at the end seeing each other’s point of view.

Thanks for tuning in!

We are proud to have collaborated with Brandtrust, combining their Narrative Inquiry and our Strategic Sample Blending to unlock deeper insights and richer data, enhancing our ability to understand the complex topic of mental health. Download the eBook today!

Want to catch up on our blogs? Click here.

Did you miss one of our webinars or want to get some of our whitepapers and

reports? You can find it all on our Resources page on our website here.

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Welcome back to Intellicast! 

On today’s episode, we are joined by Dan Braker of Breakthrough Research.

Just a note, we recorded this interview in December.

Kicking off the episode, we learn a bit about Dan’s background and what led him to get into market research and start his own company Breakthrough Research. This leads to a discussion around design, and its importance, especially in marketing materials and market research reports.

Next, we talked with Dan about Breakthrough Research’s new Brand Authenticity Approach. It was built to measure the authenticity of brands, as well as spokespeople and others who may be associated with it. Measuring the authenticity of a brand means measuring if a brand is meeting its standards and values in the eyes of consumers. It tries to show if a brand is being honest, transparent, and acting on what they say they stand for.

Dan next talks about the results from the pilot program testing brand authenticity they ran earlier in 2023. Dan talks about how they found 3 of the top 4 most authentic brands were kid’s brands. He also discusses how in the top 20, there were several competitors that both ranked.

You can read the results by downloading the report here.

In the last part of the interview, we switch gears a bit and have some fun with Dan, and learn how he became a basketball fanatic.

You can learn more about Breakthrough Research by visiting their website: https://bthrough.com/

You can connect with Dan on LinkedIn here.

Thanks for listening!

We are proud to have collaborated with Brandtrust, combining their Narrative Inquiry and our Strategic Sample Blending to unlock deeper insights and richer data, enhancing our ability to understand the complex topic of mental health. Download the eBook today!

Want to catch up on our blogs? Click here.

Did you miss one of our webinars or want to get some of our whitepapers and reports? You can find it all on our Resources page on our website here.

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Welcome to a new season of Intellicast! We start the new season with some big news about Brian Lamar. Brian has decided to embark on a new professional journey and has decided to leave EMI. We wish him nothing but the best in his new adventure!

Stepping into guest co-host for today’s episode is Tony Brown, a B2B sample expert whose expertise is well-regarded in our circles.

Tony and Brian then jump into the latest market research news. First up, the guys discussed the latest news from YouGov, including the closing of their GfK panel acquisition and their new acquisition of KnowledgeHound. With his keen understanding of the market, Tony shared his thoughts on how these acquisitions could reshape the competitive environment and enhance the analytical capabilities available to researchers.

Keeping with changes in the sample industry, the guys next discuss Norstat completing its integration of Panelbase into its network. Tony’s past interactions with Panelbase provided a personal touch to our discussion as he recounted his experience with Angus Webb, its founder, as well as the company’s growth trajectory and its potential to influence the UK market research scene further.

Tony and Brian switch gears and talk about the latest AI news in market research. Before they jump in, Brian mentions that they should make AI in market research an official segment with intro music and everything.

They then discuss FlexMR’s new generative AI-based text analytics tool, TextMR. This leads Brian to wonder if we are at the early stages of a new tools arms race, similar to a couple of years ago when Research Defender and other data quality tools all popped onto the scene.

In the last story of the episode, the guys congratulate the newly elected members of the Insight Association’s Board of Directors. They include friends of the podcast Katie Gross and Jim Lane.

Stay tuned for more episodes featuring rotating guest co-hosts, and as always, feel free to reach out with your thoughts and questions.

Thanks for listening!

We are proud to have collaborated with Brandtrust, combining their Narrative Inquiry and our Strategic Sample Blending to unlock deeper insights and richer data, enhancing our ability to understand the complex topic of mental health. Download the eBook today!

Want to catch up on our blogs? Click here.

Did you miss one of our webinars or want to get some of our whitepapers and reports? You can find it all on our Resources page on our website here.

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Welcome back to Intellicast! It is our last episode of season 6. Rather than revisiting past interviews as we have in the past, Brian Lamar and Producer Brian take a look back at this past season.

They talk about the biggest trends from this season, their favorite guests, favorite news stories, what they felt were the best episodes of the season, and more.  They even go back to see if what they think are the best episodes match the most downloaded episodes. 

We want to thank everyone for tuning in this season. We had a blast, and we hope you enjoyed it!

Happy Holidays and we will be back in January!

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Welcome back to Intellicast! Brian Lamar and Producer Brian have a bit of a different episode today – they are continuing the AI discussion from a couple of weeks ago but with a market research news twist.

Jumping right in, they guys congratulate EMI’s Angelica Jump on being named to the Significant Insights Global 30 Under 30 list for 2023. You can check out the full list here: https://www.significantinsightsmedia.com/30-under-30/2023/

Before they jump into the AI/market research news discussion, the guys discuss the drama going on at OpenAI, the company behind ChatGPT. Brian gives a quick recap of the situation that went down.  The guys then give their opinions of it and what it means. The OpenAI conversation leads to Brian Lamar talking about Insights Takeover week at EMI and everything he and his team have planned. (Much of what Producer Brian was hearing about for the first time)

Next, the guys jump into some AI news from around the market research industry, starting by talking about findings from a recent study from Ofcom around generative AI usage among kids and teens. The study found that four out of five teens ages 13-17 use generative AI tools, which wasn’t even the most eye-popping insight. The discussion around this story led to a couple of rabbit holes.

Brian and Brian then talked about Unilever’s new AI Research lab in Toronto, SightX’s new Generative AI consultant solution, Stagwell’s partnering with Google to create AI solutions, and CivicScience’s new AI tool, Sage.

In the last segment of today’s episode, the guys look at AI from a legislative perspective.  First, they break down the comments made by the UK’s Minister for AI and Intellectual Property recently at Parliament about how regulation was needed for AI.

Next, the guys talk about all the different new laws that have been proposed in the US that deal with AI in some way.

Finally, the guys discuss MRS’s newly published report, The BEST Framework for Generative AI: How and When to Build AI into your Research Processes. They also touch on the ethical guidelines that were

included in the report. You can download it here: https://www.mrs.org.uk/campaign/id/genai

Thanks for listening!

We are proud to have collaborated with Brandtrust, combining their Narrative Inquiry and our Strategic Sample Blending to unlock deeper insights and richer data, enhancing our ability to understand the complex topic of mental health. Download the eBook today!

Want to catch up on our blogs? Click here.

Did you miss one of our webinars or want to get some of our whitepapers and reports? You can find it all on our Resources page on our website here.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome back to Intellicast! It’s hard to believe we are in

the final month of 2023. Brian Lamar and Producer Brian have lined up a quick

news episode to help you ease into December.

Starting the episode, the guys talk about the Q3 earnings

reports from Ipsos and ComScore. The two are like two sides of a coin regarding

the financial results they reported. 

Next, the guys discuss some of the executive changes at Toluna

in the wake of its acquisition of MetrixLab earlier this year. The changes

included MetrixLab’s former global HR director, Hans Verhulst, being named

Chief People Officer and Jolique Weelink being named the Chief Insights

Officer.

Brian and Brian then discussed GMO’s new API connection

method, Organic Sampling. Producer Brian asks if this is just River Sampling

2.0, which Brian Lamar thinks could be. Although he feels it improves

connecting studies to the right respondents, it doesn’t matter.

In the last story of today’s episode, Brian and Brian discuss

the rebranding of Kantar Public to Verian. 

Thanks for listening!

We are proud to collaborate with Brandtrust, combining their Narrative

Inquiry and our Strategic Sample Blending to unlock deeper insights and richer

data, enhancing our ability to understand the complex topic of mental health. Download the eBook today!

Want to catch up on our blogs? Click here.

Did you miss one of our webinars or want to get some of our whitepapers and

reports? You can find it all on our Resources page

on our website here.

Learn more about your ad choices. Visit megaphone.fm/adchoices