Earlier this year, Morning Consult expanded access to its proprietary AI-powered market research tool — which is powered by the organization’s more than 80 million consumer interviews — to users beyond its client base. By doing so, the organization is democratizing market research by providing brands big and small the ability to dive deep into market research.

Michael Ramlet, CEO and co-founder of Morning Consult, joined the On Scope podcast to discuss this tool, while also speaking to the broader impact AI will have on market research and how unlocking access to consumer insights for more people will change the way marketing strategies are built, curated, and executed. Along with host Mike Berberich, Michael covers the importance of democratized data, how his organization handles inherent bias baked into AI systems, what the future of synthetic audiences looks like, and why humans will continue to have a key role in all of this.

On Marketing News You Might Have Missed, Mike and show producer Ryan Dinger discuss an Adobe forecast that shows holiday spending will reach $253.4 billion this year, a 5.3 percent increase over 2024. They speculate about who might be spending more this holiday season, given economic uncertainty in the marketplace, and share thoughts about how marketers might take advantage of this apparent spending windfall coming in Q4.

Insight is only power if you know how to use it. That’s what separates good marketers from great ones. The Certified ANA Marketing Professional program (CAMP) gives you the edge, the strategy, the analytics, and the know-how to turn data into growth. Get started on your certification by visiting www.ana.net/camp.

The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at onscope@ana.net.

Despite being more than 50 years old, email continues to be perhaps the most powerful tool in the marketer’s belt. And according to Scott Cohen, CEO at InboxArmy and an email marketing veteran with more than 20 years of experience, that won’t be changing any time soon.

Scott joins the show to discuss why — despite its efficacy across virtually all verticals — email doesn’t get the love or respect it deserves from marketers. Along with host Mike Berberich, Scott covered some of the under-the-radar ways that email can be used to drive business results, what AI’s role in email should be now and in the future, and why email will continue to be a dominant channel — even with gen Z and gen Alpha.

On Marketing News You Might Have Missed, Mike and show producer Ryan Dinger discussed Gap Inc.’s new foray into influencer and creator marketing via a self-service affiliate and advocate platform. The pair shared their thoughts on what this means for the future of influencer marketing and how Gap might preserve brand safety with this new model.

If this episode got you thinking about how much potential sits in your email list, the 2025 ANA Impact Pulse Report is a must-read. Formerly called The Response Rate Report, this annual study shows how email stacks up against channels like paid search, social, and direct mail, and why it continues to lead in engagement and ROI. You’ll see how other marketers are performing, where response rates are trending, and how to use that data to make smarter marketing decisions. Get the full report by visiting www.ana.net/impactpulse2025.

The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at onscope@ana.net.

While leading Louis Vuitton’s brand strategy in Japan, Katherine Melchior Ray developed what she calls the “brand fulcrum,” a strategic framework that transformed how the luxury giant navigated cultural tensions and embraced innovation without sacrificing its hold on tradition.

Katherine, who has since authored the best-selling book Brand Global Adapt Local and is now the president of Globe Ally, joined the On Scope podcast to break down what the brand fulcrum is and how it can be applied to any brand’s marketing strategy. Along with host Mike Berberich, she outlined how tensions between innovation and tradition can be transformed from opposing forces into complementary strengths, the biggest mistakes she sees brands make when they begin to expand, the difference between knowing about a new trend on social and truly understanding it, and how the idea of the brand fulcrum can be operationalized from the C-suite down through the rest of the organization.

On “This Week in ANA Magazine,” editor Matthew Schwartz joined the show to discuss a major shift in how consumers watch live sports, as they embrace CTV more and more. Matthew highlighted how marketers can leverage this new opportunity with bold, innovative creative approaches and a focus on next-level targeting.

If your brand wants more than visibility and real connection, it’s time to partner with the ANA. ANA sponsorships aren’t about placing your logo on a banner. They’re about joining the conversations that move marketing forward. Share your ideas, build relationships that matter, and be seen where the industry actually happens. Learn more by visiting www.ana.net/sponsorship.

The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at onscope@ana.net.