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PODCAST

Signal and Noise

ROI Rocket, Brian Lamar and Andrew DeCilles

Marketing Research veterans Brian Lamar and Andrew DeCilles bring you the honest conversations that the research industry needs. From trends to breaking news to ugly conversations others won’t touch; no subject is off limits. Join us for an unfiltered take on mrx with storied guests speaking their minds, expert takes on the hottest topics, and tales from those who’ve been in the trenches. Marketing Research has never been in such a season of change and outcry—we’ll help you separate the signal from

business marketing

All Episodes

00:44:19

AI Anxiety, the Easy Button, and Building for What...

Signal and Noise ·

2026/03/26

In this episode of Signal and Noise, Brian and Andrew ditch the agenda and go full rant mode, recording from Andrew's hotel in Atlanta with no guest, no script, and no filter.The topic is AI anxiety. Not the doom spiral variety, but the very real, day-to-day frustration of trying to stay current with a technology that moves faster than any organization can evaluate, approve, or implement. Andrew frames it as trying to build a robot underwater with one arm tied behind his back, in a wave pool,

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00:17:53

SampleCon 2026 Rapid Recap | Signal & Noise Ep 28

Signal and Noise ·

2026/03/19

In this quick-hit episode of Signal and Noise, Andrew catches up with Brian fresh off the floor of SampleCon 2026, recording from the Delta Sky Club in Seattle. No studio setup, no guests, just a real-time debrief from one of the industry's most dedicated annual gatherings.Brian shares his firsthand impressions of a conference that felt noticeably different this year. SampleCon is evolving. What once centered on panel standards and supplier partnerships is now leaning hard into technology, AI

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00:43:13

Industry Reckoning or Restructuring? Starring Lenny...

Signal and Noise ·

2026/03/17

In this episode of Signal and Noise, Brian and Andrew sit down with Lenny Murphy, one of the most recognized voices in the market research industry. As the founder of GreenBook, co-founder of the Insight Innovation Exchange (IIEX), and a Gen2 Advisors partner with deep roots in M&A and investment, Lenny brings a perspective that is equal parts historical lens and boots-on-the-ground reality.The conversation covers the accelerating collision between artificial intelligence and the market research

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00:41:58

If They’re Breathing, We Can Find Them | Signal &...

Signal and Noise ·

2026/03/10

In this episode of Signal and Noise, Brian and Andrew sit down with Tim Matthews, who heads up the in-person research and support team at ROI Rocket. Tim brings over 20 years of marketing experience, starting from tactical brand activations at the Winston Cup Series to building a research firm rooted in creative, human-centered consumer engagement.The conversation centers on a growing challenge in the research industry: the erosion of trust in online quantitative data, the difficulty of reaching

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01:02:11

Speed Is Cheap, Trust Is Expensive | Signal & Noise...

Signal and Noise ·

2026/03/03

In this episode of Signal and Noise, Brian and Andrew sit down with Tom Anderson and Spencer Imel, co-founders and partners at The Langston Co, a quant-focused consumer insights firm known for deep category expertise and rigorous research standards.Tom and Spencer share the origin story behind Langston, from their early days working together at a fast-growing Denver startup to building a research firm rooted in reliability, trust, and methodological discipline. What began as two social scientists

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00:35:30

The Secret Sauce: AI or Humans? | Signal & Noise Ep 24

Signal and Noise ·

2026/02/24

Brandon Richard returns to Signal and Noise for his second appearance, joining Brian and Andrew in person at The Link Group’s Durham, North Carolina, office. The conversation picks up where their previous AI discussion left off, diving deeper into what has actually changed in the past few months and what has not.As an AI enthusiast and healthcare research leader, Brandon shares how The Link Group approaches AI pragmatically. Rather than chasing every new tool, the team focuses on understanding core

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01:26:24

Inside the Mindset of Modern Research Executives at...

Signal and Noise ·

2026/02/17

In this special in-person episode of Signal and Noise, the hosts sit down with Beth Finn, CEO, and Jason Ebbing, COO of The Directions Group, for a wide-ranging conversation on the future of insights leadership.Beth and Jason share their career paths, how The Directions Group approaches integrated intelligence, and what it means to move beyond siloed research toward clearer signals that drive real business action. The discussion also explores data quality, speed to insight, pricing research based on

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00:33:49

Fix the Incentives, Fix the Data w/ Frank Kelly |...

Signal and Noise ·

2026/02/12

In this episode of Signal and Noise, Brian Lamar sits down with Frank Kelly, one of the most experienced voices in panel management, sampling, and respondent engagement, to unpack what is actually broken in online research and how the industry can fix it.Frank reflects on nearly four decades working across every major panel model, from postal and telephone panels to online access panels at Nielsen, Kantar, Ipsos, and now Virtual Incentives. He explains why today’s fraud and data quality challenges

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00:47:49

Confronting the Data Quality Crisis with CASE4Quality...

Signal and Noise ·

2026/02/10

In this episode of Signal and Noise, Brian Lamar and Andrew DeCilles are joined by leaders from CASE4Quality for a candid and deeply informed conversation on the state of data quality in market research.The discussion features Mary Beth Weber, founder of CASE4Quality, alongside Tia Maurer - Data Quality Guru, Efrain Ribeiro - Godfather of Sampling, and Karine Pepin - Data Fairy. Together, they unpack how the industry arrived at its current data integrity challenges and why progress has been slower

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00:44:26

How Fairgen Brought AI-Augmented Research To Life |...

Signal and Noise ·

2026/02/03

In this episode of Signal and Noise, hosts Brian Lamar and Andrew DeCilles sit down with Samuel Cohen, Ph.D., CEO of Fairgen, to explore how generative AI and advanced statistical modeling are reshaping the way consumer research is conducted, validated, and scaled.Samuel shares his international academic journey, from studying mathematics and synthetic data research at Oxford to working with AI in industry labs before launching Fairgen. He explains how rising costs and declining data quality in

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00:30:50

2026 Outlook - Huge Year for Market Research | Signal...

Signal and Noise ·

2026/01/27

In this special New Year episode of Signal and Noise, Brian Lamar and Andrew DeCilles return with a candid conversation about what 2026 may hold for the market research and insights industry. Drawing from months of conversations with researchers, technology leaders, and clients, the hosts share a grounded but optimistic view of an industry entering a period of economic repositioning, technological acceleration, and rising expectations for data quality.The discussion opens with reflections on

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00:50:19

The Business of Candy Is Not What You Think | Signal...

Signal and Noise ·

2025/12/18

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

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00:56:54

What Qualtrics Just Revealed About the Future of...

Signal and Noise ·

2025/12/11

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

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00:45:49

Making Sense of AI in Modern Market Research with...

Signal and Noise ·

2025/12/04

In this episode of Signal and Noise, hosts Brian Lamar and Andrew DeCilles sit down with Brandon Richard, Senior Vice President at The Link Group and a long-time AI enthusiast who has been leading multiple AI initiatives across qualitative and quantitative research. Together, they unpack what is actually happening in the research industry as companies race to understand and apply artificial intelligence.The episode also explores the limits of AI-generated synthesis, the need for trust and human

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00:46:21

The Power of Deep Metaphors with Lindsay Zaltman |...

Signal and Noise ·

2025/11/26

In this episode of Signal and Noise, hosts Brian Lamar and Andrew DeCilles talk with Lindsay Zaltman, Chief Executive Officer and Partner at Olson Zaltman, the firm known for creating the widely respected ZMET qualitative insight methodology. Together, they explore how deep psychological structures influence the way people think, feel, and make decisions, and why traditional research methods often miss these hidden drivers.Lindsay explains how deep metaphors guide human behavior at a subconscious

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00:33:24

How KS&R Is Scaling Research Insights with AI...

Signal and Noise ·

2025/11/20

In this episode of Signal & Noise, hosts Brian Lamar and Andrew DeCilles speak with Ben Cortese, Vice President of Decision Sciences and Innovation at KS&R, to explore how custom AI chatbots are reshaping the way research insights are accessed, shared, and expanded beyond traditional deliverables.Ben explains how his team is combining qualitative and quantitative research with secure AI systems to build proprietary chatbots that allow clients to interact naturally with their own data. These

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00:53:11

How Verisoul is Solving Market Research’s Fraud...

Signal and Noise ·

2025/11/12

In this episode of Signal & Noise, hosts Brian Lamar and Andrew DeCilles welcome the team from Verisoul, a company redefining fraud detection in market research. The guests include Henry LeGard, Founder and CEO, Joey Maddox, Chief Strategy Officer, and Erinn Taylor, who joins the conversation to explore how Verisoul uses banking-grade technology to detect and eliminate fraud while keeping real respondents in the data set.Henry and Joey explain how Verisoul’s background in cybersecurity and

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00:41:50

Research Rant: You’re Misusing Your Fraud Platform |...

Signal and Noise ·

2025/11/06

In this no-filter episode of Signal & Noise, hosts Brian and Andrew dive into one of the most pressing issues in market research: the misuse of fraud detection platforms. They unpack how digital fingerprinting tools, while valuable, are often implemented in ways that damage data quality and block legitimate respondents.Brian and Andrew explain how overly-aggressive fraud settings can create non-response bias, limit sample diversity, and frustrate real participants. They reveal why using multiple

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00:36:32

The Future of Healthcare Research with Isaac Rogers,...

Signal and Noise ·

2025/10/30

In this episode, Brian and Andrew sit down with Isaac Rogers, CEO of Sago Health, for an in-depth conversation about the rapidly changing world of healthcare research.Isaac shares his path from technology entrepreneur to leading one of the most respected names in healthcare insights. Together, they explore how qualitative and quantitative research are merging, how artificial intelligence is shaping the future of patient and physician studies, and why the healthcare sector is becoming one of the most

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00:39:38

Inside the Mind of a Market Research Maverick: Dan...

Signal and Noise ·

2025/10/09

In this episode of Signal & Noise, Brian Lamar sits down with Dan Foreman, one of the most influential voices in market research, to reflect on a 30-year career that has shaped the industry’s evolution from clipboards to AI. From launching global operations at FocusVision to investing in next-gen insight startups like Zappi, Dan has always been on the leading edge of innovation.Dan shares his fascinating career path - starting as a researcher at Research International, then moving through

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29 results

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