Signal and Noise – Details, episodes & analysis

In this episode of Signal and Noise, hosts Brian and Andrew are back with a fresh dose of industry insights, hot takes, and personal stories, diving into three major topics shaking up the research world. They kick things off with the Qualtrics and Pure Spectrum partnership, exploring whether this could be the turning point for synthetic data in market research, the strengths and weaknesses of the approach, and the likely future of hybrid panels. Next, they spotlight the rebrand of Azure Knowledge to Mavericks, debating why the change was made and whether it works, while having some fun with its pronunciation and branding implications. Finally, they break down the recent IRS decision to raise the 1099-K reporting threshold from $600 to $2,000, discussing what it means for research participants, particularly those in healthcare and qualitative studies.

If you have thoughts on synthetic data, rebranding in the insights space, or want to join the conversation, Brian and Andrew want to hear from you!

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In this episode of Signal and Noise, hosts Brian and Andrew hit the ground running - literally - fresh off a multi-city client tour. They break down the recurring (and alarming) theme they heard at nearly every stop: data quality is in a full-blown crisis.

Brian and Andrew unpack why some researchers are tossing out nearly half of their data, how bots and disengaged respondents are wreaking havoc and why middle-tier sample market might be on its last legs. The episode ends with some must-hear rants, including Andrew’s thoughts on why terms like “proprietary” and “verified” need serious industry-wide clarity.

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Welcome all to the debut episode of Signal and Noise, hosted by marketing research veterans Brian Lamar & Andrew DeCilles. Aiming to bring you honest conversations from industry experts, ranging from trends to breaking news to ugly conversations that others won’t touch; no subject is off limits.

In today’s episode we go over where we’ve been and what we’ve been up to since our last podcast for those that aren’t new here. We also discuss what old and new listeners in the Marketing Research space can expect from us moving forward. Marketing Research has never been in such a season of change and outcry - we’ll help you separate the signal from the noise.

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In this fiery episode, hosts Brian and Andrew tackle one of the most pressing and frustrating issues in market research: data quality. After weeks (more like years) of conversations with clients, researchers, and suppliers, the hosts dive deep into why data quality feels like it’s getting worse, why the industry keeps masking the problem, and whether brands should even care.

From the massive waste caused by fraud prevention and data cleaning to the commoditization of sample providers, Brian and Andrew don’t hold back in asking the hard questions. Does a poor-quality sample matter if agencies clean it all up before it reaches brands? And if not, what’s the long-term cost to the industry?

If you have thoughts on Data Quality (rants or solutions), or are interested in being a guest on the show, Brian and Andrew want to hear from you!

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In this episode of Signal and Noise, hosts Brian Lamar and Andrew DeCilles sit down with Craig Alter, an experienced consumer insights leader at Perfetti Van Melle, to explore how consumer behavior, impulse buying, and innovation research intersect inside the world of candy, gum, and mints.

Craig shares his nontraditional path into market research, explaining how early experience in finance, marketing, and brand management shaped his ability to connect subtle consumer insights to measurable business outcomes. He discusses why many professionals discover research later in their careers and why diverse business backgrounds are a strength for the insights industry.

Craig also discusses innovation and product testing as one of the most rewarding areas of consumer research. He walks through central location tests, flavor development, texture evaluation, and how research can serve both product refinement and selling stories with retail buyers. Throughout the discussion, he highlights how qualitative and quantitative methods increasingly blend together to solve real business problems.

The episode concludes with a thoughtful discussion on the role of artificial intelligence in research. Craig offers a pragmatic perspective on where AI can add speed and efficiency, such as summarization and early screening, and where human nuance remains irreplaceable, particularly in humor, taste, emotion, and impulse-driven behavior.

Key Takeaways:

• Impulse-driven categories like candy are difficult to research because consumers often cannot explain why they buy in the moment.

• Observational and in-context research is critical for understanding real shopper behavior, especially at the shelf or checkout.

• Consumer behavior changes significantly by channel, so insights must be tailored for grocery, convenience, club, and digital environments.

• Innovation research works best when qualitative and quantitative methods are combined to refine products and tell compelling business stories.

• AI can improve efficiency in research, but human judgment is still essential for understanding emotion, taste, humor, and nuance.

If you loved the episode, have comments, or want to appear on the show, connect with us down below!

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In this episode of Signal and Noise, hosts Brian Lamar and Andrew DeCilles welcome Ellen Houston and Jordan Harper from Qualtrics Edge, marking the first time the podcast has featured guests from Qualtrics. The conversation dives into the future of AI, synthetic data, and the evolution of modern research inside one of the most influential insights platforms in the world.

Ellen, who leads the Edge Center of Excellence, outlines how her team focuses on the intersection of market research and artificial intelligence, particularly in developing synthetic respondents and next-generation research tools. Jordan, a senior principal thought leader, brings a scientific and strategic perspective shaped by his background in astrophysics, engineering, technology, and agency leadership. Together, they explain how Qualtrics Edge is working across product, engineering, delivery, and customer teams to establish a rigorous foundation for AI in research.

Throughout the episode, the conversation highlights the opportunities and challenges of AI, including research design, niche audience modeling, accuracy signals, and the role of synthetic respondents in uncovering deeper truths and exposing issues in survey construction. Both guests share examples of experiments, such as priming tests and concept evaluations, that reveal how synthetic respondents behave compared to humans and how these differences can expand the insight landscape.

Key Takeaways:

• Qualtrics Edge is focused on using AI to advance market research, especially through synthetic respondents.

• Synthetic respondents are meant to support human research, not replace it.

• The Qualtrics model is trained on decades of real survey data, giving it a unique advantage.

• Synthetic respondents help reveal issues in survey design and respondent behavior that humans may hide or overlook.

• Future developments include niche synthetic audiences and expanded AI tools across the entire research process.

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In this episode of Signal & Noise, Andrew and Brian are joined by pollster Jeremy Zogby for a deep dive into the state of American politics, the growing power of independents, and what the future might hold for voters caught between two increasingly polarized parties.

Jeremy shares his perspective as Managing Partner of John Zogby Strategies, where he has led groundbreaking work on independent voter behavior, including his role as lead pollster for RFK Jr.’s 2024 presidential campaign. With a historian’s lens and decades of polling experience, he unpacks how political violence, economic uncertainty, and global shifts are reshaping the electorate.

Key Takeaways:

• The Rise of Independents - Why unaffiliated voters made up over a third of the electorate in 2024 and how they may shape the next cycle
  

• Polarization & Violence - How rising rhetoric and high-profile acts of violence could impact voter sentiment and long-term party alignment
  

• Third-Party Hurdles - Why structural barriers make it nearly impossible for a viable third-party movement, despite a strong public appetite
  

• Global & Economic Pressures - How shifting power toward the East, BRICS alliances, and U.S. economic instability could influence voter priorities
  

• The Next Generation’s Concerns - Housing affordability, retirement security, and job uncertainty as unifying issues across political lines
  

Jeremy also reflects on lessons from history, generational cycles, and his own family’s legacy in polling to frame today’s turbulence within a broader context.

🔗 Learn more about John Zogby Strategies & The Zogby Report podcast: johnzogbystrategies.com

🔗 Connect with Jeremy on LinkedIn: Jeremy Zogby

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In this episode of Signal & Noise, Howard Fienberg, Senior VP, Advocacy at Insights Association, returns for a wide-ranging conversation on the policies shaping the insights industry. With over 25 years of government affairs experience, Howard has been named a Top Lobbyist by the National Institute for Lobbying and Ethics and continues to be one of the strongest voices advocating for research professionals in Washington, D.C.

In this episode:

• The Privacy Patchwork - Why 20 states now have their own privacy laws, how California and Washington are setting the pace, and why a federal standard remains critical

• What Counts in Census 2030 - How upcoming tests, government shutdown risks, and funding gaps could impact the next decennial count and why it matters for research professionals

• AI in the Crosshairs - The latest on state and federal AI regulations, transparency requirements, and how the Insights Association’s Code of Standards is evolving to cover new technologies

• Independent Contractors & Incentives - The ripple effects of state-level attempts to redefine independent contractors and even mandate minimum payments for research participants

• Practical Takeaways for Researchers - Why compliance depends on where respondents live, the risks of pseudonymous data, and how companies can prepare for shifting definitions of privacy

Learn more about us, the Insights Association, and Howard down below!

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In this episode of Signal & Noise, Andrew and Brian take you behind the curtain again on one of the most buzzworthy topics in market research: synthetic panels. After meeting with four different providers in a single day, they share candid reactions, surprising truths, and why the future may not be what you think.

But first, Brian gives a quick recap of his trip to CrimeCon in Denver, a subculture of true crime enthusiasts that had eerie parallels to how niche communities form in market research.

This episode is part myth-busting, part roadmap, and part rallying cry for researchers curious (and cautious) about synthetic data. Tune in now to filter out the noise!

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In this episode of Signal & Noise, Andrew and Brian sit down with David Butler, President of PureSpectrum, to unpack the company’s newly expanded partnership with Qualtrics and what it means for the future of synthetic data in market research.

David shares insights on:

• His journey at PureSpectrum and transition into the role of President.

• The collaboration with Qualtrics to enhance synthetic respondent capabilities.

• How PureSpectrum is leveraging micro-surveys and longitudinal data to fine-tune synthetic models.

• Opportunities and challenges in using synthetic panels for sensitive research, difficult-to-reach populations, and faster iteration.

• The ongoing importance of human data in grounding AI-driven insights.

The conversation also covers broader industry themes like data quality, the shift toward shorter, more engaging surveys, and how synthetic insights could reshape research practices in the years ahead.

To lighten things up, the episode ends with a round of rants from the headaches of time zones to the value (or lack thereof) of conferences.

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