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Intellicast

Intellicast

著者： EMI Research Solutions
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Intellicast is a market research industry podcast presented by EMI Research. In this podcast, join host Brian Peterson as he discusses the research industry from a vendor perspective, as well as current trends and happenings in the industry, upcoming events, and interviews with other industry professionals. Intellicast is brought to you by EMI Research Solutions.All rights reserved 経済学
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  • CRC Recap: AI, Fraud, Budget Cuts, and One Very Expensive Uber

    CRC Recap: AI, Fraud, Budget Cuts, and One Very Expensive Uber
    2026/09/22
    Welcome back to Intellicast! Brian is fresh off the Corporate Researchers Conference in Chicago, and Gabby joins him to break down the biggest themes, conversations, and takeaways from this year’s event. Before getting into CRC, they also cover several market research news stories involving AI, data privacy, respondent verification, and industry consolidation. The episode opens with the two discussing Qualtrics’ announcement of XM Data and AI, an upcoming platform that will combine behavioral intelligence with decades of healthcare experience data. Brian and Gabby debate the potential of the platform, but also raise questions about data ownership and privacy when historical client information becomes part of a broader AI-enabled ecosystem. They then turn to Sago Verify, which introduces additional layers of identity verification and fraud detection across the respondent journey. While both view the move positively, they also stress that identity verification alone cannot solve the industry’s quality challenges. Validating that someone is human is only one part of determining whether the data they provide is trustworthy. The second half of the episode shifts entirely to CRC, with Gabby taking on the role of host and asking Brian to unpack what stood out most from the conference. One theme was impossible to miss: AI has become ubiquitous. It is no longer positioned as a unique feature, but as a standard part of research platforms and workflows. The more important conversation has shifted from whether researchers should use AI to how they should use it responsibly. Human judgment remains critical, especially when evaluating AI-generated outputs, but the industry may face a future challenge if junior researchers no longer gain the foundational experience needed to build that judgment. Synthetic data also drew significant attention, although the conversation looked very different from what it did a year or two ago. Rather than being treated as a replacement for traditional research, it is increasingly viewed as a tool with specific applications, limitations, and risks. Validation remains a major hurdle: different models can produce different outputs from the same underlying data, and synthetic audiences require continuous updates to remain useful. Data quality remained another major theme of the conference. Layered protection, collaboration, and shared responsibility were recurring ideas across multiple sessions. The consensus is increasingly clear: protecting data quality cannot sit with a single supplier or technology. It requires coordinated controls throughout the research process. Perhaps the most practical theme, however, was budget pressure. Brand-side research teams are being asked to deliver more work while budgets remain flat or decline. That pressure is reshaping how projects are being executed, with more research brought in-house, heavier use of DIY tools, and greater demands on partners to work faster and more efficiently. Brian also shares some of the lighter moments from the conference, including a visit to Wrigley Field, a packed North Central Chapter happy hour, and an Uber surge that turned a nine-mile ride into a three-digit expense. He closes by highlighting several standout CRC sessions and thanking the Insights Association team for another strong event. He also hints that a few conversations from Chicago may turn into future Intellicast guests. Thanks for tuning in! You can download your copy of the Insights Association’s 2026 State of the U.S. Insights & Analytics Industry Report here: https://www.insightsassociation.org/Resources/2026-Insights-Analytics-Market-Report If you missed the live version of our recent webinar, Most Wanted: The New Fraudsters Affecting Market Research, you can still check it out on-demand here: https://us02web.zoom.us/webinar/register/WN_jEsQAF2sSleFPIGOcTqf4w The 2026 Edition of The Sample Landscape is now available! You can download your copy here: https://content.emi-rs.com/the-sample-landscape Learn more about your ad choices. Visit megaphone.fm/adchoices
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    57 分
  • 11 Hours of Media a Day and You Want Them to Take Your Survey?

    11 Hours of Media a Day and You Want Them to Take Your Survey?
    2026/08/18
    Welcome back to Intellicast! On today’s episode, Gabby Blados returns for another market research news roundup with Brian. The two dive into the latest industry headlines, including a healthcare panel rebrand, new approaches to detecting AI-generated responses, some eye-opening media consumption statistics, new AI regulations in the EU, and the latest data on the U.S. insights industry. Kicking off the episode, Brian and Gabby discuss Reckner Health’s rebrand to TestSet Health. The move follows Reckner joining the ACKWEST portfolio in 2025 and reflects a broader effort to bring several brands under the TestSet umbrella. Brian and Gabby discuss the benefits and potential challenges of consolidating brands following acquisitions, including maintaining existing brand equity while creating a clearer identity for clients. The conversation then turns to data quality as InnovateMR expands its QualityScore suite with additional identity verification and text analysis capabilities. The announcement sparks a broader discussion about the industry’s continued shift toward protecting quality throughout the entire research lifecycle rather than relying solely on post-survey cleaning. They also dig into the growing challenge of identifying AI-generated responses and the seemingly endless race between increasingly sophisticated fraud and the tools designed to detect it. That leads to a discussion about Anthropic’s recent announcement around watermarking their responses and whether greater transparency could make AI-generated content easier to identify. While watermarking could provide another useful tool in the fight against fraud, Brian and Gabby point out that the reality is more complicated. With people using AI for everything from generating complete responses to simply checking grammar, determining exactly what qualifies as “AI-generated” can quickly become a gray area. Next, Brian and Gabby look at new data from Ampere Analysis showing consumers in the U.S. and U.K. spend nearly 11 hours per day consuming media. Beyond debating whether that number sounds surprisingly high (or low depending on how you look at it), they discuss what it means for market research. Surveys aren’t just competing against other surveys for respondents’ time. They are competing with streaming services, social media, YouTube, video games, and nearly every other form of entertainment. If researchers want respondents to give up some of that time, creating engaging experiences and offering the right incentives becomes even more important. The episode then shifts back to AI as Brian and Gabby discuss the European Union announcement that they will begin enforcing its Artificial Intelligence Act. The act’s new transparency requirements will require users to be informed when they are interacting with AI and when certain content has been generated or altered using AI. While both see the value of greater transparency, they also discuss some of the unanswered questions around what constitutes AI-generated or AI-altered content, especially as AI becomes embedded in more everyday workflows. In the final segment, Brian and Gabby unpack findings from the Insights Association’s 2026 State of the U.S. Insights & Analytics Industry Report. While the overall industry continues to grow, that growth is increasingly shifting toward technology-driven segments as traditional market research faces pressure from demand for faster, automated, and more integrated insights. Despite those changes, one thing remains clear: high-quality human data is still essential. AI and synthetic approaches may continue to expand, but understanding unpredictable human behavior still requires actual humans. You can download your copy of the Insights Association’s 2026 State of the U.S. Insights & Analytics Industry Report here: https://www.insightsassociation.org/Resources/2026-Insights-Analytics-Market-Report Thanks for tuning in! If you missed the live version of our recent webinar, Most Wanted: The New Fraudsters Affecting Market Research, you can still check it out on-demand here: https://us02web.zoom.us/webinar/register/WN_jEsQAF2sSleFPIGOcTqf4w The 2026 Edition of The Sample Landscape is now available! You can download your copy here: https://content.emi-rs.com/the-sample-landscape Learn more about your ad choices. Visit megaphone.fm/adchoices
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    29 分
  • The Top Trends Impacting MRX with Matt Valle of the Rock n’ Roll Research Podcast

    The Top Trends Impacting MRX with Matt Valle of the Rock n’ Roll Research Podcast
    2026/07/23
    Welcome back to Intellicast! On today's episode, Brian sits down with Matt Valle, host of the Rock ‘n Roll Research Podcast, for a wide-ranging conversation about the forces shaping today’s market research industry. From data quality and artificial intelligence to respondent engagement and the future role of insights teams, the discussion explores where the industry is headed and why there is still plenty of reason for optimism. For the long-time listeners, the Four P’s also make a return! The conversation begins with Matt sharing his unconventional journey into market research and the inspiration behind launching his own podcast. What started as a way to reconnect with industry colleagues during the pandemic has grown into a platform highlighting the unique career paths and personal stories that make the insights profession so interesting. Brian and Matt then dive into the industry's biggest challenges. While AI often dominates headlines, both agree that data quality remains the industry's most pressing issue. The discussion explores how shrinking respondent pools, increasing fraud, and declining survey engagement have created challenges that extend far beyond technology alone. They also examine how synthetic data may help address capacity issues in the future, while emphasizing that high-quality human data remains the foundation for trustworthy research. The conversation naturally shifts to AI and its growing influence across research workflows. Rather than debating whether AI will replace researchers, Brian and Matt explore how it is already improving efficiency while raising new questions about training the next generation of insights professionals. As more tasks become automated, they discuss whether future researchers will lose the foundational skills that previous generations developed through hands-on experience building surveys, programming studies, and analyzing data. Brian and Matt then turn their attention from the present to the future when Matt gives his five-year outlook for the insights industry. Despite the uncertainty surrounding AI, economic pressures, and changing respondent behavior, Matt remains optimistic. Both agree that insights professionals are becoming increasingly strategic within organizations, helping businesses make better decisions rather than simply reporting data. In the last segment, the Four P’s make their return. Matt talks about his favorite resources, ideal last meal, and more! You can find Matt on LinkedIn: https://www.linkedin.com/in/mattvalle/ You can catch the Rock n’ Roll Research Podcast on YouTube: https://www.youtube.com/channel/UC_A56EnKgUaFcqL49qWfI_g Thanks for tuning in! If you missed the live version of our recent webinar, Most Wanted: The New Fraudsters Affecting Market Research, you can still check it out on-demand here: https://us02web.zoom.us/webinar/register/WN_jEsQAF2sSleFPIGOcTqf4w The 2026 Edition of The Sample Landscape is now available! You can download your copy here: https://content.emi-rs.com/the-sample-landscape Learn more about your ad choices. Visit megaphone.fm/adchoices
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    40 分
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