Big Investments and AI Legislation

02/14/24 • 29 min

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!

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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!

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.

Thanks for tuning in!

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

Previous Episode

Brand Authenticity with Dan Braker of Breakthrough Research

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!

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

Next Episode

Agile Research 101 with Brianna Boyer of AYTM

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!

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