Trust But Verify: Validating AI in the Insights Industry with Christopher Barnes

Trust But Verify: Validating AI in the Insights Industry with Christopher Barnes

In this Insights and Innovators Podcast episode, host Niels Schillewaert (Head of Research, Conveo.ai) speaks with Christopher Barnes, President of Escalent, about how market research organizations are approaching AI, why many fail to rigorously validate AI outputs, and how persuasive, energy-efficient model changes can increase risk. Barnes argues insights teams must become “insights and action” professionals, tighten the distance between findings and business impact, and adopt strong validation practices using human data and human-in-the-loop review. He shares examples of risky AI misuse, explains how to separate valuable tools from hype through piloting and showing work, and highlights near-term value in persona bots and research process agents. Barnes also describes Escalent’s mandatory AI certification and the need to prove measurable growth impact for clients. 00:00 AI Training Mandate 00:34 Podcast Welcome 01:04 Three AI Adoption Camps 03:03 Ahead Versus Risky 04:19 Why Validation Lags 07:07 Validation Best Practices 09:44 Persuasive AI Pitfalls 10:47 Who Owns Validation 13:00 Hype Versus Value 14:32 High Value Use Cases 16:46 Upskilling The Team 20:24 From Research To Advice 21:50 Skills For The Shift 24:21 Pollster Mindset Advice 26:15 Proving Business Impact 26:51 Closing And Subscribe Explore more episodes and resources → https://www.greenbook.org/podcast-network [https://www.greenbook.org/podcast-network] Learn more about MRII → https://mrii.org/ [https://mrii.org/]

Beyond the Hype: Making AI Work in Insights with Pankaj Chopra

Most AI projects fail when teams treat AI like a plug-in tool instead of a fully integrated system embedded in real workflows. In this episode, Nick Graham, Founder of Vertemis, speaks with Pankaj Chopra, VP & head of Data, Analytics & AI at Edgewell Personal Care, about the biggest myths in AI for insights and why pilots often never scale. They unpack what it takes to move from ad hoc experimentation to measurable business impact, including starting with clear business questions, building a robust proof of concept tied to ROI, making smart build-versus-buy tech decisions, and assembling the right mix of talent to support governance and translation. Pankaj also explains why adoption is the real marker of success and how insights teams can stay valuable through technical fluency, curiosity, and stronger storytelling. 00:00 Why AI Tools Fail 00:20 Podcast Intro and Guest 02:48 AI Myths in Insights 06:44 Tools vs Systems 09:53 Roadmaps and Value Chain 13:38 From Pilots to Scale 14:50 Three Enablers to Scale 21:54 AI as Teammate 24:47 Future Skills for Insights 30:21 Closing Takeaways Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network Explore more episodes and resources → https://www.greenbook.org/podcast-network Learn more about MRII → https://mrii.org/

How Can Insights Agencies Grow and Become Indispensable with Paul Griffiths

“If we can’t demonstrate our value, we may not deserve to exist.” Paul Griffiths, Founder, Client Advocates, joins host Nick Graham, Founder, Vertemis, to unpack what insights agencies must do to grow in a disrupted market. They discuss why agencies often sell process over commercial outcomes, and how competitors like consultancies win by linking research to decision confidence and business impact. Paul argues the biggest growth opportunity is in the gaps between projects through consistent, value-driven communication, stakeholder mapping, and better packaging of insights (exec summaries, short videos, quarterly syntheses). He outlines making everyone accountable for relationship building via account activation, being less bashful about proactive outreach, using AI to test hypotheses about client pressures, and developing “what, so what, now what” storytelling that drives action. 00:00 Stakeholders First Mindset 00:26 Podcast Intro and Guest 01:45 Why Value Matters Now 02:57 Process vs Commercial Impact 05:18 Grow by Deepening Clients 07:55 Account Activation for All 10:13 Be Bold in Outreach 11:48 From Supplier to Partner 14:17 Personal Rapport Skills 16:31 AI for Proactive Ideas 18:22 Build Brand Salience 20:46 Tell Better Insight Stories 22:42 Leadership Advice and Wrap Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network Explore more episodes and resources → https://www.greenbook.org/podcast-network [https://www.greenbook.org/podcast-network] Learn more about MRII → https://mrii.org/ [https://mrii.org/]

How Biases and Blindspots Block Great Marketing with Roger Jackson & Dr. Tim Holmes

Some of the biggest barriers to great marketing aren’t in consumers’ minds, but in marketers’ own blind spots and biases. In this episode, Nick Graham, Founder, Vertemis, speaks with Roger Jackson, CEO, Shopper Intelligence and Dr. Tim Holmes, Neuroscientist, Researcher, and Author, about their book The Nursery Rhyme Conundrum and why we routinely overestimate how clearly we communicate. They explore why teams default to safe, forgettable work, how “being nice” and groupthink weaken feedback, and why leaders should separate the idea from the person to protect risk-taking. The conversation also looks at how AI can amplify authority bias, shrink the client–agency challenge gap, and even create biased “artificial participants,” making human judgment and evidence-driven insights roles more critical. 00:00 Separate Ideas From People 00:33 Podcast Intro And Guests 02:36 Why Marketers Misjudge Themselves 06:31 Nursery Rhyme Conundrum Explained 10:13 Feedback Loops And Being Nice 16:42 Risk Aversion Makes Marketing Forgettable 19:50 Insights Role Evidence And Groupthink 25:01 AI Authority Bias And Bubble Risks 32:02 Advice For Next Gen Insights Leaders 37:12 Closing Takeaways And Outro Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network Explore more episodes and resources → https://www.greenbook.org/podcast-network [https://www.greenbook.org/podcast-network] Learn more about MRII → https://mrii.org/ [https://mrii.org/]

How to Manage Culture with Tara Marotti

Culture won’t move at the speed of strategy, so leaders have to back up the message with consistent actions. In this episode, Jon Last, President, Sports and Leisure Research Group, talks with Tara Marotti, President & CEO, Burke Inc., about leading a 95-year legacy organization through rapid change as it evolves into a global, data-driven consultancy. Tara shares how AI, client budget pressure, and faster decision cycles are reshaping the insights industry, and why leadership alignment and a steady communication cadence matter. They discuss transparency and the “why” behind change, creating psychological safety, and leaning into tough conversations. Tara also covers hybrid culture-building, training teams to experiment with AI, and how employee ownership influences trust, stability, and long-term transformation. 00:00 Consistency Through Communication 00:15 Podcast Welcome and Theme 01:02 Meet Tara and the Challenge 01:42 Industry Shifts and AI Pressure 02:49 Holding Vision and Priorities 04:02 Legacy Meets Innovation 04:50 One Voice Leadership 06:14 Team Alignment Tactics 09:21 Cadence and Transparency 12:36 Authenticity and Explaining Why 14:29 Bringing People Along Daily 16:03 AI Training and Employee Agency 17:24 Reading the Room on Change 19:36 Culture in a Hybrid World 20:55 Intentional Culture and Values 22:27 ESOP Ownership and Transformation 24:20 Closing Advice for Leaders 25:46 Wrap Up and Subscribe Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network Explore more episodes and resources → https://www.greenbook.org/podcast-network [https://www.greenbook.org/podcast-network] Learn more about MRII → https://mrii.org/ [https://mrii.org/]