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.