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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

00:50:19

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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00:43:41

Human Truth in the Age of AI with Alex Millet, CEO at...

Signal and Noise ·

2025/10/08

In this episode of Signal & Noise, Andrew and Brian are joined by Alex Millet, CEO of Brandtrust, for a thought-provoking conversation on the intersection of emotion, insight, and innovation. Alex explains how Brandtrust helps companies uncover the deeper psychological and emotional forces that shape consumer behavior, what they call “Human Truth.”The discussion dives into how brands can balance data-driven decisions with empathy-driven understanding, especially in an era increasingly dominated

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00:42:00

Independents, Polarization & the Future of U.S....

Signal and Noise ·

2025/10/02

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

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00:33:32

Data Privacy, Census Challenges & AI Regulation with...

Signal and Noise ·

2025/09/25

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

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00:28:30

We Talked to 4 Synthetic Panels in One Day and the...

Signal and Noise ·

2025/09/18

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

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00:36:39

Qualtrics & PureSpectrum Partnership, Synthetic Data...

Signal and Noise ·

2025/09/04

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

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00:41:02

Does Data Quality Even Matter? Rants, Reality &...

Signal and Noise ·

2025/08/21

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

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00:24:44

Synthetic Data, Qualtrics and Pure Spectrum...

Signal and Noise ·

2025/08/14

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

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00:39:24

The Slow Burn of Data Quality: A Boiling Frog in...

Signal and Noise ·

2025/07/24

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,

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00:32:40

Taking the Marketing Research Industry by Storm |...

Signal and Noise ·

2025/07/11

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

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18 results

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