Intellicast

Hosted by EMI Research Solutions

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309

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Jun 2026

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About the show

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.

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June 5, 202638 min

Who Really Owns the Data?

Welcome back to Intellicast! We have another MR news-centric episode today, with Matthew Alexander joining Brian Peterson to discuss the latest happenings. Starting off, Brian and Matthew discuss Rep Data’s third acquisition in the last two months. Coming off of the acquisitions of Redem and SightX, Rep Data announced they had acquired OWL Solutions, a survey programming specialist. Matthew and Brian both talk about how Rep Data is positioning itself to control the entire survey project flow within its own ecosystem. They also spend some time discussing the potential impact now that Qualtrics has completed its acquisition of Press Ganey / Forsta. The discussion take on two distinct paths, with the first focused on the future of the 2 platforms and if it will ever be combined. The second led to an overall discussion of who truly owns the data in a programming platform – is it’s the platforms, or does the user/client own it. This travel down a rabbit hole was because of the language used in the press release about “Al-led synthetic experience intelligence systems” and how could systems be trained without data. A third larger discussion happened with Brian and Matthew started to talk about the news that both Survey Monkey and PureSpectrum has announced new connections into Claude allowing Claude users to do everything from the Anthropic platform. Brian brought up whether this was a just the start of more insights companies announcing similar connection. This led to an overall discussion about whether these kinds of solutions were just part of a trend of using AI to use AI. They guys also covered a few other stories including: Dynata’s newly appointed SVP of Sales for North American Brands QuestionPro’s acquisition of Fathom Morning Consult’s new Chief Growth Officer The defeat of a proposed bill in California that would have prohibited the use of research data to be used in any AI or synthetic solutions. Thanks for tuning in! 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

May 18, 202644 min

Are We Losing Respondents?

Welcome back to Intellicast! On today’s episode, Brian and Gabby dive into the latest news from around the insights industry. They also spend some time examining an issue impacting all of research, but it is not as prevalent as AI or data quality: feasibility. Kicking it off, Gabby and Brian talk about Forrester’s first quarter results. While Forrester reported earnings down 5%, what both Brian and Gabby found more intriguing was that Forrester revised its full-year guidance to expect a 10% decline in revenue. They both speculated whether this was a signal about performance for the rest of the industry. Brian and Gabby also spend some time talking about Scintilla, Walmart Data Ventures' new API-powered data feed for advertisers and their clients. Both see the potential next steps with the tool and the data it provides, especially if Walmart decides to open up access directly to CPG and other product manufacturers. They also see other major retailers like Amazon and Target rolling out similar solutions in the near future. Gabby and Brian then take on the news that Medallia is being taken over by its creditors after its owner decided to discontinue investing in servicing its debt. This led to a broader debate between the two about the potential dark side of taking venture capital as a means to scale quickly. They both acknowledged that venture capital firms get their money back one way or another, and if this new story is just the first of potentially many we may see over the next couple of years. A few of the other stories they touch on in this episode include: Norstat’s newly launched expert network Sago’s integration of ID verification and selfie matching into their respondent onboarding process for their panel Wire’s rebrand launch In the final segment of this episode, Brian and Gabby discuss a recent special report from Research Live that dived into the current state of research participants. This led to more of a philosophical discussion about respondent experience, and how respondents' expectations have changed, but how we conduct research hasn’t. Gabby talks about some of the daily hurdles she experiences with feasibility and how it all ties together. Thanks for tuning in! The 2026 Edition of The Sample Landscape is now available! You can download your copy here: https://content.emi-rs.com/the-sample-landscape 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: https://emi-rs.com/resources/ Learn more about your ad choices. Visit megaphone.fm/adchoices

May 7, 202650 min

Spring Conference Recap

Welcome back to Intellicast! On today’s episode, Brian is joined by Mary Draper and Matthew Alexander to recap the highlights and key themes of several spring conferences, including Ignite Data Quality, Ignite B2B, and IIEX. Kicking off the episode, Mary shares her perspective from Ignite Data Quality, noting a shift toward more advanced and actionable conversations. This included a greater focus on managing quality throughout the entire research lifecycle and recognizing the role of survey design and respondent experience in shaping outcomes. Fraud prevention also remains a critical topic, though the conversation has expanded beyond bots to include more complex and coordinated threats. At the same time, it was noted that ongoing challenges around enforcement, as legal protections and accountability mechanisms remain limited. The conversation then shifts to Ignite B2B, where the tone around AI was notably more constructive. Rather than focusing on theoretical applications, sessions emphasized how AI is being used in practice to support tasks such as segmentation, persona development, and AI-assisted survey design and moderation. At IIEX, this trend continued, with AI positioned as a tool to enhance, not replace, human expertise. Brian, Mary, and Matthew note a growing emphasis on maintaining human involvement throughout the research process, particularly in areas requiring judgment and interpretation. Additionally, discussions around data quality reinforced the importance of understanding differences across data sources and ensuring transparency in methodology. In the final segment, the group reflects on the broader state of the industry. As Mary notes, market research appears to be at a unique crossroads, balancing rapid technological advancement with a renewed focus on traditional methodologies. From AI-driven insights to in-person ethnographic research, the industry is navigating a wide range of approaches simultaneously, reinforcing the need for collaboration, transparency, and adaptability moving forward. Thanks for tuning in! The 2026 Edition of The Sample Landscape is now available! You can download your copy here: https://content.emi-rs.com/the-sample-landscape 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: https://emi-rs.com/resources/ Learn more about your ad choices. Visit megaphone.fm/adchoices

April 16, 202634 min

Amplifying Human Intelligence: A Conversation with Eric Corliss and Jennifer Coleman of The Directions Group

Welcome back to Intellicast! On today’s special episode, Brian and Jason are joined by Eric Corliss and Jennifer Coleman from The Directions Group to discuss their approach to AI, the transition to an integrated intelligence approach, and the launch of their new AI-powered platform, Linara. Kicking off the episode, Jennifer introduces integrated intelligence as a way to move beyond traditional research silos. By connecting data across sources and methods, this approach helps you better understand business challenges and future opportunities. The goal is not just to answer questions, but to identify the broader problems those questions represent. The conversation then turns to the shifting demands of the insights industry. As clients face more complex and fast-moving environments, the need for forward-looking, connected insights has grown. Eric and Jennifer explain how their integrated intelligence strategy is designed to meet these needs by combining human expertise with evolving technologies. Eric expands on how technology supports this strategy, particularly AI's role. He emphasizes that the goal is not to replace human expertise, but to enhance it. By automating lower-value tasks and streamlining workflows, AI enables researchers to focus more on critical thinking and problem-solving, while still maintaining oversight and rigor. Linara represents a key step in this evolution. The platform is designed to extend the life and usefulness of research by transforming it into an interactive resource. Instead of relying on static reports that quickly become outdated, clients can engage with their data in real time to generate insights that are both relevant and actionable. In the final segment, the group discusses the future of AI in insights, including the need for continuous data inputs, human oversight, and ongoing collaboration with clients. As the industry continues to evolve, the focus remains on using technology to amplify, not replace, human intelligence. If you want to learn more about Linara, or become an early adopter, visit: https://www.directionsgroup.com/linara You can connect with Eric by email at ecorliss@thedirectionsgroup.com or on LinkedIn here: https://www.linkedin.com/in/eric-corliss-b94a78119/ You can connect with Jennifer on LinkedIn here: https://www.linkedin.com/in/jennifercoleman614/ Thanks for tuning in! We’ve launched our new whitepaper, The Fraud Detection Reality Check. Get your copy and find out why relying on a single fraud detection tool is a mistake. Download here: https://content.emi-rs.com/fraud-detection-report 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: https://emi-rs.com/resources/ Learn more about your ad choices. Visit megaphone.fm/adchoices

March 30, 202628 min

A Perfect Match in Healthcare Market Research

Welcome back to Intellicast! On this special episode of Intellicast, Brian and Gabby are joined by Konovo’s CEO, Tal Rosenberg, and the President and Founder of Rare Patient Voice, Wes Michael. They join the podcast to provide details around Konovo’s recent acquisition of Rare Patient Voice, and what it means for healthcare research. Kicking off the interview, Tal and Wes provide background on their respective organizations and how they evolved over time. Rare Patient Voice was built on the idea of giving patients, particularly those with rare conditions, a platform to share their experiences, while Konovo has focused on helping researchers more effectively find and engage specialized audiences across healthcare. The conversation then shifts to the acquisition itself and the rationale behind it. Tal explains that the goal is not simply to combine companies, but to build a more integrated approach to research, one that brings together both the patient and healthcare provider perspectives in a more seamless way. The ability to access both audiences within a single ecosystem reflects a broader trend in healthcare research, where understanding multiple viewpoints is becoming increasingly important. Wes adds that alignment in values played a significant role in the decision. With a shared focus on patient-first research, quality, and long-term relationships, both organizations saw an opportunity to expand their capabilities without compromising what made each successful on its own. The two also explore how the combined organization plans to evolve. While Rare Patient Voice will maintain its existing approach in the near term, the integration of Konovo’s technology and infrastructure is expected to enhance speed, scale, and operational efficiency. A key theme throughout the interview is the importance of maintaining trust. Wes emphasizes that preserving the experience and expectations of patient participants is critical, while Tal highlights the need to scale responsibly as the organization grows. Both note that while new tools and technologies will play a role, they must be implemented in a way that supports, not disrupts, the core mission. In the final segment, the group reflects on what comes next, including opportunities for expansion, deeper integration, and continued investment in both technology and audience development. You can learn more about Konovo by visiting their website: https://konovo.com/ You can learn more about Rare Patient Voice by visiting their website: https://rarepatientvoice.com/ You can also connect with Tal and Wes on LinkedIn here: Tal: https://www.linkedin.com/in/talrosenberg/ Wes: https://www.linkedin.com/in/wesmichael/ Thanks for tuning in! We’ve launched our new whitepaper, The Fraud Detection Reality Check. Get your copy and find out why relying on a single fraud detection tool is a mistake. Download here: https://content.emi-rs.com/fraud-detection-report 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: https://emi-rs.com/resources/ Learn more about your ad choices. Visit megaphone.fm/adchoices

March 25, 202618 min

Kathleen Went Down to Georgia

Welcome back to Intellicast! On this episode, Brian is joined by EMI’s VP of Operations, Kathleen Hock, who is back from Georgia and ready to give all the details from SampleCon 2026. Kicking off the episode, Kathleen talks about the resort where SampleCon was held this year. She also talks about how this year’s location compares with last year's in Pasadena, and some of the benefits of having everything on-site. Next, Kathleen discusses some of the main themes from this year’s conference. They include: Data Quality AI Synthetic Data And The Future of Insights She details how it felt that while everyone seems to be on the same page in understanding the current challenges facing the industry, it is really time to start focusing on the solutions. Kathleen then talks about the Quality R Us booth that the team at Verisoul was running, and how unique it was, including the ways people could earn tokens. In the last segment, Brian and Kathleen talk about travel to and from the conference, and how it went. Thanks for tuning in! We’ve launched our new whitepaper, The Fraud Detection Reality Check. Get your copy and find out why relying on a single fraud detection tool is a mistake. Download here: https://content.emi-rs.com/fraud-detection-report 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: https://emi-rs.com/resources/ Learn more about your ad choices. Visit megaphone.fm/adchoices

March 24, 202639 min

More AI-Backed Tools and the Impact of Proposed Census Changes

Welcome back to Intellicast! On today’s episode, Brian is joined by EMI’s Director of Research, Aron Wilson, to talk about the latest news from around the market research industry. Kicking off the episode, the two dive into a new partnership between the Data Quality Co-op and Dig Insights. The partnership brings continuous, independent quality validation into the research process, signaling a shift toward greater accountability across providers. As Brian notes, the industry is moving toward a “prove it” moment for quality claims, where measurement and transparency are becoming table stakes. The conversation then shifts to concerns raised by the Insights Association around proposed changes to the 2026 census. Aron outlines how adjustments to the methodology of such a critical benchmark could impact the accuracy of research that depends on it. They note that any disruption to how the census is conducted could introduce bias into research outputs. AI continues to dominate the industry conversation, with Brian and Aron reviewing several recent product launches. Brian and Aron examine how tools like ChatHarmoni, PackSee, and Linara are positioning themselves to enhance research workflows. The episode also touches on AckWest’s continued growth through acquisitions, with the latest being the purchase of Answerpoints UK. In the final segment, Brian and Aron discuss a recent article on the impact of the new EU Data Act. They postulate on what it could mean for data privacy, compliance, and the future use of data within AI systems. Thanks for tuning in! We’ve launched our new whitepaper, The Fraud Detection Reality Check. Get your copy and find out why relying on a single fraud detection tool is a mistake. Download here: https://content.emi-rs.com/fraud-detection-report 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: https://emi-rs.com/resources/ Learn more about your ad choices. Visit megaphone.fm/adchoices

February 24, 202621 min

Defender Gets Backup: Inside the ReDem Acquisition with Vignesh Krishnan of Rep Data

Welcome back to Intellicast! On today’s episode, Brian Peterson is joined by a friend of the podcast and the newly named Executive Vice President of Products for Rep Data, Vignesh Krishnan. He joins the podcast to discuss Rep Data’s recent acquisition of ReDem, as well as data quality and fraud. Kicking off the episode, Vignesh gives Brian the inside details on how ReDem will integrate into the Rep Data/Research Defender ecosystem and how it will expand their fraud detection capabilities beyond the pre-survey phase. As the episode progresses, Brian and Vignesh touch on a variety of topics, including: The fraud detection ecosystem The layered approach to fraud detection How fraud and data quality are not the same thing Insights from each’s research-on-research Gen AI’s increased usage by fraudsters and respondents And much more! If you wanted to know more about Rep Data’s acquisition of ReDem, this is the episode for you. You can learn more about the acquisition here. You can connect with Vignesh on LinkedIn: https://www.linkedin.com/in/vignesh-krishnan-08846aa/ Thanks for tuning in! We’ve just launched our new whitepaper, The Fraud Detection Reality Check. Get your copy and find out why relying on a single fraud detection tool is a mistake. Download here: https://content.emi-rs.com/fraud-detection-report 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: https://emi-rs.com/resources/ Learn more about your ad choices. Visit megaphone.fm/adchoices

February 12, 202627 min

Fraud Detection Consolidation and a New CEO for the Insights Association

Welcome back to Intellicast! On today’s episode, Brian is joined by Gabby Blados to discuss the latest news from around the market research industry. Before jumping into the news, Brian and Gabby trade notes on the Super Bowl. (Not the game, as they both agree it was a bit of a snoozer) They talk about their favorite commercials, the ones they were less impressed with, and Bad Bunny’s performance. Then they jump into the latest news, starting with the news that Anita Watkins has been named the new CEO of the Insights Association. Both are excited with the experience Anita is going to bring to the role. Additionally, Gabby and Brian touch on: The acquisition of Rare Patient Voice by Konova The launch of Knowledge Navigator by MRII and UGA Sago Health’s rebrand to Trivoca Health The launch of the GDQ Feedback Loop In the final segment, Brian and Gabby talk about the announcement that Rep Data acquired the in-survey data quality provider, ReDem. Brian and Gabby are both excited to see how the ReDem tool set will be integrated into the Research Defender platform. Thanks for tuning in! We’ve just launched our new whitepaper, The Fraud Detection Reality Check. Get your copy and find out why relying on a single fraud detection tool is a mistake. Download here: https://content.emi-rs.com/fraud-detection-report 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: https://emi-rs.com/resources/ Learn more about your ad choices. Visit megaphone.fm/adchoices

January 28, 202648 min

The 300th Episode

Welcome to season nine of Intellicast! On today’s season premiere (and very special episode), Brian is joined by Gabby Blados, Matthew Alexander, and Jason Inderhees to celebrate a major milestone for the show; its 300th episode! The team takes some time in the first half of this episode to take a step back to reflect on the conversations, people, and moments that have shaped Intellicast over the years. Kicking things off, the group reflects on how Intellicast started and how far it’s come. What began as a loose, informal podcast quickly evolved into a regular space for honest industry dialogue — sometimes polished, sometimes chaotic, but always real. From early technical hiccups to live recordings that didn’t quite go as planned, the team laughs through the growing pains that came with finding their rhythm. The conversation naturally turns to the people who’ve made the podcast what it is. Over 80 guests have joined Intellicast over the last 8 season, including researchers, clients, partners, and industry voices who were willing to speak candidly, challenge assumptions, and occasionally disagree. The group reflects on recurring guests and familiar names that listeners have come to recognize, as well as first-time appearances that sparked memorable discussions. Brian, Gabby, Matthew, and Jason also share some of their favorite moments from past episodes, from COVID-era conversations recorded in the middle of uncertainty, to debates that ran long because no one wanted to wrap them up, to the occasional episode that earned an explicit tag. These moments weren’t scripted or planned, but they helped define the personality of the show and made it feel less like a production and more like a conversation. Another theme that surfaces throughout the episode is how Intellicast became a place for the industry to talk honestly about what wasn’t working. Long before data quality became a headline issue, the podcast was already digging into fraud, feasibility challenges, client pressure, and unrealistic expectations. Those conversations didn’t always have neat conclusions, but they reflected what people were actually dealing with day to day. The group also acknowledges how the podcast has evolved alongside the industry. As new voices joined the conversation and new challenges emerged (AI, synthetic data, tighter budgets, shifting client expectation), Intellicast adapted without losing its core identity. The format changed, contributors rotated in and out, but the focus stayed the same: curiosity, skepticism, and real discussion over rehearsed talking points. It wouldn’t be Intellicast without discussing some of the latest headlines. The team discusses a few of the recent headlines from around market research including: New partnership between Qualtrics and ROI Rocket PureSpectrum’s new partnership with TA Associates New roles for Michael Polster and Vignesh Krishnan IRB’s new healthcare professional panel. Thanks to everyone who has been with us on this ride! We’ve just launched our new whitepaper, The Fraud Detection Reality Check. Get you copy and find out why relying on a single fraud detection tool is a mistake. Download here: https://content.emi-rs.com/fraud-detection-report 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: https://emi-rs.com/resources/ Learn more about your ad choices. Visit megaphone.fm/adchoices