Marketing Research Institute International

But the strength of brand in and of itself, I think, has become significantly reduced.

Welcome to MRII's Insights and Innovators podcast, where we talk to top market research professionals to get their inside stories about innovative and enduring best practices.

Now, here's your host for today's episode.

Hi, everyone.

Welcome to today's edition of the MRII Insights and Innovators podcast on agentic shopping and AI-mediated consumer behavior.

I'm Niels Hillewaard.

I'm your host of today.

They're also much more likely to convert when it comes to AI tools, which you might have expected, but there's a lot of opportunity that we can uncover if we know our audience and know how they react to AI and how they buy.

Welcome to MRII's Insights and Innovators podcast, where we talk to top market research professionals to get their inside stories about innovative and enduring best practices.

Now here's your host for today's episode.

Welcome to today's episode of Insights and Innovators.

AI adoption is rising, consumer trust isn't.

I'm your host, John Last, and former president of MRII.

You know, over the last two years, we've heard countless conversations about how AI is transforming market research, marketing, and business operations.

I often joke that if I had $10,000 for every reference to AI in a presentation or article in the research industry, I could buy any team of my choosing.

In my career, I have seen that insights operates at its best when it's helping a company define strategic areas for growth, specifically how it shows up to define where to play, specifically saying, "Hey, this is a consumer segment, a geography, a channel, or a specific subcategory in which we have an opportunity," and then how to play in those spaces.

Welcome to MRII's Insights and Innovators podcast, where we talk to top market research professionals to get their inside stories about innovative and enduring best practices.

Now here's your host for today's episode.

Hi, and welcome to today's episode, From Researcher to Strategic Co-Pilot: How Insights Leaders Must Evolve in the Age of AI.