AI-Driven Insights: Transforming Research, Leadership, and Value Creation

Check out the full episode below! Enjoy The Exchange? Don't forget to tune in live Friday at 12 pm EST on the Greenbook LinkedIn and Youtube Channel!

 

Karen Lynch and Lenny Murphy dive into major shifts in behavioral research and AI-driven insights. Veylinx's new partnership highlights the growing trend of using AI to enhance research capabilities, while Toluna’s sale of Precision Sample to AcWest signals the rise of AI-generated data solutions, shaping the future of market research.

YouGov’s CEO resignation also sheds light on the importance of agile leadership during challenging times, especially for firms with strong data assets. The episode explores advancements in AI tools like OpenAI’s models and emphasizes how businesses must shift from process-oriented approaches to value-driven AI adoption for long-term success.

Many thanks to our producer, Karley Dartouzos. 

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Transcript

Karen Lynch: Goodness the pre-show folks every now and then I feel like we should just start recording 10 minutes early Lenny cuz it's fun We should probably get in trouble, but happy Friday everybody.

Lenny Murphy: We missed you last week.

Karen Lynch: So funny. Those last five seconds before we go live are always like, no matter how often or how long we've been talking prior, there's always that, oh, here we go. Yes.

Lenny Murphy: Yes. So happy Friday. Hello.

Karen Lynch: Happy Friday and happy Friday to everybody tuned in. Um, yeah, it's a sunny one here in Connecticut, so that's bringing a level of joy to us. We haven't really had that. Month, year so far. Anyway, it's a pretty day today.

Lenny Murphy: Yes, same here. Although up and down, as we were talking about, we're commiserating about sinus and colds and gunk, because one day it's 70, and the next it's 40, and the next it's 70, and the next it's 40.

Karen Lynch: Well, we haven't seen 70 up here, so that's a little foreign. But still, sunny, cloudy is about as good as we're getting right now. So I'll take the sun. We're about to get more snow this weekend. I hear. So, um, you know, we're, it's wintertime apparently. And that dang groundhog didn't give us any solids. It's Karley's fault, right? Being in Philadelphia.

Lenny Murphy: So we're going to blame Pennsylvania on the team. So, so do you know, fun fact, every year my mother watches groundhog day, the Bill Murray Flint film.

Karen Lynch: And, um, so this year we went over to watch it with her to kind of bring her a little bit of joy too. And, um, it's like, I just think that viewership of that movie must be up. Like this one, like how cool that there is a day when that movie is watched repeatedly. Like it's just kind of a cool little thing.

Lenny Murphy: Yeah.

Karen Lynch: It's like a Christmas story on Christmas. It's like a Christmas story.

Lenny Murphy: Who knew groundhog day would have its own movie? All right.

Karen Lynch: We got stuff talked about as always. I mean, you know, everybody listening, you know, spoiler alert, we'll be talking about, you know, some AI innovation, but first Let's talk about some of this, you know, industry activity, because there's some interesting, you know, partnerships and acquisitions and things going on that I think everybody should know about.

Lenny Murphy: Yeah.

Karen Lynch: So you want to dive in or you also have history with Bay Link since they were a competition winner at one point. So why don't you share this first one and, you know, yeah.

Lenny Murphy: Yeah. So I see in Bay Links announced a strategic partnership to enhance behavioral research, capabilities with transactional insights bailinks was one of the earlier winners of the insights innovation competition their model is to basically real-world Scenarios for shoppers to go in and spend not real money, but artificial money on Products etc, etc to be able to kind of assess concept of positioning and all that good stuff They've been fighting the good fight for a long time. A very cool IC, of course, is eye tracking and facial coding. So the combination of those two things to capture more real behavior data makes an awful lot of sense. And I think the theme there, and we'll see this throughout the other stuff that we talk about today, is we're starting to see the synthesis of different data solutions coming together to create better, augmented insights, different than traditional kind of ask and observe as separate things, but that is a trend that is happening. We're seeing that really start happening. I think it's connected to, I don't know if I see any links for doing this especially, but my bet is that a client has asked them, do this so we can feed it into our AI models, synthesize with our other data so we have more behavioral profiles to build synthetic sample ourselves and be able to model out behavior in advance. And if you're, if a client has not asked you guys to do that yet, um, Bay links and I see that I suggest that you talk to them and say, Hey, we could do this too. Um, because that's where it's going. Yeah. Yeah.

Karen Lynch: And we'll talk a lot about that today, but, but one more thing on this particular, um, you know, kind of, uh, you know, acquisition, this partnership, it's not really a partnership. I like that they are, you know, kind of both in the behavioral space, we've heard a lot in the last, you know, several weeks about like, behavioral firms or, or companies partnering with, with sample or partnering with, you know, survey and and kind of trying to bring behavioral science into their work. I like that these are two kinds of behavioral methodology firms, part partnering to just kind of deepen what they do. And I talked to both of them because that's, that's a real, like, it makes so much sense when you think about the shared, the shared mindset towards behavioral data.

Lenny Murphy: Absolutely. Yeah. It's the Reese's cup scenario. Right.

Karen Lynch: So, um, partnership there. So, so let's tell them, let's tell the people what, what Keith Brice and Hugh Davis are up to now, shall we?

Lenny Murphy: Why don't you do that, since you have such great fond memories of Huey Lee.

Karen Lynch: Always, always. And every time AcWest is going to come up, I probably will just smile. Taluna sold Precision Sample to AcWest. So that's kind of a growth move, I think, on both of their parts, actually, certainly for AcWest. They have a history in Sample. So to me, that makes perfect sense. And Taluna also being really strategic and deliberate about, you know, like, look, this is going to work for us because of what we're then able to focus on and this is going to work for you. So win-wins all around. I see a lot of success happening for those groups accordingly.

Lenny Murphy: I have to, I pride myself on usually seeing what's going to happen. So Hugh and Keith, if you're listening to this, you got me on this one. I did, I knew the precision sample deal was in motion. It was, you know, that was not a secret, but I did not know it was you. I was surprised. And as soon as the news hit, I was like, of course it was Hugh and Keith. Of course it was. So hats off on that. And yeah, and just for those who are wondering, why is Tallulah selling a sample asset? This sample was part of Metrix Lab. And when they bought Metrix Lab And it was really kind of an offset as a part of the core to Luna, uh, uh, sample business. So this was, it made sense for them to sell this asset. Um, cause it was, it just didn't quite integrate in with the larger business, uh, overall, but it will be a good asset for acquiesce to build off of So, yeah. And so we, the other piece to Luna was the announcement of their launch of their, uh, their synthetic sample product. Um, The, uh, and we've been saying that you're, we're going to see this. We saw last week, you know, sit and, and, uh, pure spectrum and others talking about their data licensing models. We've seen other folks talking about, um, the, uh, launching synthetic samples. And we've predicted for quite some time that panels who sit on real human data. Right. And especially a company like Taluna that, um, uh, also owns data collection, that they have a data asset. That via AI, they can unlock a new revenue stream through synthetic samples that are purpose-built, right? It's designed with real human data, real observations, to be able to power these AI personas. So we're gonna see more and more of that, and hats off to Clunifer, kind of being first out of the gate, I think, from a large panel company. From a large company. Let's bring up these two.

Karen Lynch: I'm kind of jumping now way ahead to the other section. Since we're pulling these threads together. But there's two other launches this week that we found out about that are all in this game, right? So Resonate launches their AI-powered audience builder. So, you know, they're creating audience segments.

Lenny Murphy: So that's just a different- With the focus on activation. So audience and activation. So not just that, but they're moving into, you know, the like personalization. Yep.

Karen Lynch: So yeah, so another, you know, audience. Anyway, then there's this Acutis AI, which I'm like, all right, that's a new to me company, Acutis AI, debuting their synthetic data generation tool, data quality management, participant recruitment, but it's really, they're generating these synthetic data sets to test strategies to kind of help forecast outcomes, like they're using it in a, hey, let's put this in front of these synthetic groups and gauge that reaction in advance if we can before making changes. So, you know, again, these are companies that are making the hypothetical, well, what about synthetic data, making it very real.

Lenny Murphy: Like, here you go. Yes, well, and KJT as well, even specializes in healthcare, an interesting combo of the AI moderation for, uh, for qualitative and the digital twin modeling for healthcare consulting.

Karen Lynch: Um, the, uh, shout out to, you know, Dan Wasserman who, uh, you know, he's, he has spoken at our, I think he was at our inaugural AI event two years ago and he is definitely ahead of the pack here. He's become, um, KJTs. I think he's, he's, he's their chief operating officer, but I think he, he also is like in charge of their AI, but he's a head of AI solutions, like in general at KJT, but then also for this Spark, S-P-A-R-K-U. I didn't know that. Yeah, thanks for making that connection. Yeah, and he's just, every time I see, I link him, KJT is linked, he's linked in my mind. So I'm like, what's he up to there? Like, is he a part of this? And of course, yeah.

Lenny Murphy: Now we see. Now we see.

Karen Lynch: Perfect sense to me. That man has some smarts.

Lenny Murphy: He's the one to follow on LinkedIn. Guys, seriously, I cannot emphasize this enough. There is not a conversation that I have with either a supplier or client that is not focused on these ideas. This is not, we've been telling you, this is where things were moving very steadily and we're seeing this is the year of execution. Implementation, and it's only going to grow from here. And it has big implications for the entire industry. Pay attention. This is all real, and it is utterly transformative.

Karen Lynch: Yeah, I just want to ask, Charlie Rader making it very visible that he met with FairGen via Protege. So I'm like, all right, so he made that visible here publicly. So there's subtext for this conversation around that. So what can you share that's not proprietary in that world? Oh, I can share.

Lenny Murphy: Well, I mean, Charlie, you can pop in there, but yeah.

Karen Lynch: Yeah, well, you met with them, but I'm like, OK, and No, well, I mean, so it's interesting.

Lenny Murphy: It's a spectrum here, right? So Fairgen is a supplement sample, right? So I want n equals 500, but it's hard to reach the population. I'm only going to do primary data collection with 200. But they're going to model the other way. The 300 off of the data. It's a good way to be able to create a more robust sample without necessarily the expense. That's no-brainer, easy stuff to do. The other spectrum is that we are leveraging, well, then there's the general AI stuff that you can create personas off of public data, et cetera, et cetera. And it's pretty good, but it loses efficacy the deeper you get or the more specific you get. So when compared to primary research, then we have what I think KJT and Resonate and Taluna and these folks are launching, which is you're taking a data set that is purpose-built that is based on human observations and human attitudes, and you're creating the personas off of that that are custom built for the specific business issues. And that is far more efficacious. Again, it doesn't count for everything. If you're looking for breakthrough innovation, that's probably not gonna be the solution. But if you're doing early stage hypothesis testing, if you're trying to get a sense on, you know, kind of more tactical things, don't really shift much, et cetera, et cetera, which is a lot of primary research spend. It works just fine and dandy. And then it generates a new, that drives us into this idea that we go to the AI to our existing data first, then primary research becomes more iterative on what are we missing and fill in the gaps of information that feeds back into the system. That is taking shape right before our eyes. These companies are doing it. Does that help? Sorry, did I answer the question? Or did I go off on its notebox? No, no, no, it's all good.

Karen Lynch: I really was trying to, I know good stuff, right? For those of you who are not watching live on YouTube, Charlie also shared that they had the meeting with Fairgen based on the podcast with them. So, you know, just shameless plug for the Green Book podcast. Now, we do have those episodes that different vendors get in on, and there's some great conversations that expose you to the world of possibilities out there. So thank you, Charlie, for that also.

Lenny Murphy: Yes, yes.

Karen Lynch: The man, the myth, the legend.

Lenny Murphy: For those of you who don't know Charlie, Charlie is the gatekeeper of all things innovation for Procter & Gamble product research. So it's, you should pay attention to that, right? When Charlie's saying we check this out. When png is checking something out, it's worth checking out.

Karen Lynch: Yeah. Cool. Anyway, yeah. So yes, knowing that we have listeners on YouTube and listeners on LinkedIn and all good things. So okay, so that was a nice little sidebar. But let's get back to some of the you know, acquisitions because there's two other things we want to talk about. Well, one acquisition and one leadership for lack of a better word. But let's talk about opinion root acquiring if it is blue? No, I don't know. Right.

Lenny Murphy: The Brothers Barry, I have to give a shout out to Ken Barry. I was one of their first clients 25 years ago. So they're great guys. And it was always a really unique company of kind of custom buildings, software solutions for research before software solutions research room. Cool. So anyway, hats off. Glad that Gladys, you know, personally, loves you guys. That's great. You know, opinion round is building a really interesting kind of modern tech-driven field services organization and really doing some very cool stuff. So I think that was a really good fit. It made sense for them to have that. Because not everything fits in a box, right? And that's what Jibunu is really good at, is creating stuff that doesn't fit into the box. It is very specific, to do specific things for folks. Very cool. And then YouGov, did anybody not expect to see that happen, unfortunately? Take a step back.

Karen Lynch: So we're talking about YouGov CEO, Stephen Hatch stepping down. And it was a kind of a reaction, in reaction largely to the company's share price. I think the word from here is plummeting. I don't think anybody would be surprised right now to know that polling businesses struggled a bit in the last however many weeks based on, you know, just poor results and, you know, frustrations that they have as they find their feet. So, one of the co-founders of YouGov, I think it's Stefan Spier, is going to return as the interim CEO while they seek a replacement for Steven. But, yeah, shares fell. There's a reaction and kind of a, they have to right the ship. Yeah.

Lenny Murphy: Well, and Stefan, I know Stefan, he's, he's brilliant. And then, uh, that makes a lot of sense to come back because he helped build that company. Um, and they're in, they're in the rebuilding stage right now.

Karen Lynch: Right.

Lenny Murphy: Um, to adapt to the changes we've been talking about, right. It's not a, uh, all of those things. So I think it's actually a good move for, uh, for him to come back. And I would expect to see more innovation and everything we just talked about with movements of companies like, you know, Talloon, et cetera, et cetera. They're more than likely going to have to look at some of those things as well, because every panel company, and they're more than a panel company, they're a panel with integrated solutions, but they still have this really great high quality data asset. And I think that they'll turn that around and it'll look good in a couple of years.

Karen Lynch: Yeah, well, we know they have, you know, AI asset right now, because they acquired yabble, you know, also, so, you know, they, because of that partnership, they, or, you know, acquisition, they, they have some great technology that can help them, you know, solve some of their problems or help them push into new areas. So they'll be one to watch.

Lenny Murphy: Yes. They have a great team, right? Their chief product officer, Mark, I actually just talked to Ali Sergeinsky, who heads there, uh, you got behavioral They have a behavioral data component. They've got a lot of talent well Like everything see how we're gonna go IPO in public can be a public company and that's fantastic And you know, I sit on the board of a public company and I'm telling you it is a pain in the ass And when things it's all great until things go south you hit a bump in the road Then there's a lot of pressure and challenges in transforming. Yeah, that's what this company is dealing with. Right? Public companies are, are a challenge to, to transition and transform. So hats off to anybody who's doing that. They have lots of assets, but they also have lots of pressure on them. So. And that pressure results in some sort of bold, bold moves.

Karen Lynch: You know, things that, you know, kind of have people, you know, and navigate those shockwaves, but yet it's still, it's what's going to turn things around and sometimes you have to do those. So anyway, it'll be interesting to see how they pull out of this. And certainly it'll be interesting to just track the polling industry in general, so. Yeah.

Lenny Murphy: Let's get the AI stuff, because I definitely want to get to those last couple of recommendations to tie this all together.

Karen Lynch: We have reached the portion of the program where we have to talk about AI development.

Lenny Murphy: We have to talk about AI stuff. But specifically, the AI companies, not the researchers. Companies. Yeah, exactly.

Karen Lynch: Now we're switching to the bigger picture, right? So we're let's let's ladder up a little bit, because what was funny about this one, about some of the changes that open AI and what they launched, it was, I mean, within the hour of us, you know, kind of saying goodbye last Friday, I was like, open AI introduced, you know, their their Oh, three mini, which is, you know, you know, basically, it's in their reasoning series is I think what they called it, right. So like a very, very smart new iteration of their model. And I think that, for me, I started experimenting almost immediately. I'm like, OK, let's see what this one is. And I'm like, yeah, it's better. And each time, now we're starting to see those. At first, it was like, is this really better? And the updates were better in some ways that were, yeah, it sounds artificial, or maybe that seems like it could be a hallucination. There were these subtle things, but now I'm like, oh yeah, that makes sense. You are sounding more and more like an intelligent person. That's just not what you call it. But an even smarter version of the artificial intelligence that we're talking about. It is just exponential with these launches.

Lenny Murphy: I'm still using one beta and it's better than four. If three is based off of four, wait till you get to one.

Karen Lynch: Well, I changed all of them up because I'm enjoying changing all of them up. This is where some of our helper friends, our AI platforms that help us do just that. There are times when I'll be asking something in the chat GPT interface and I just switch it around to see how it comes out and if it comes out differently. So play, play, play. That's really the bottom line to me.

Lenny Murphy: It's just good stuff for everybody. Yeah. Well, and then they unveiled their deep research, which is not available in the US, although Google does have a version of that in Gemini or a similar product. But basically, yeah, guys, I hate to tell you, if you're like professionally secondary research, I mean, these are the tools that do effective, well, I will say replace you, so you still have to know, you still have to give a direction, but by God, it does all the grunt work, so.

Karen Lynch: I think that there are probably others that this will resonate with them, but, you know, because we were talking about deep seek last week, and then this deep research came out, and I'm like, hmm, semantically, any time they throw the word deep in front of something, it makes me really nervous. I'm like, yeah, no, I don't want, I don't want the deep, dark secrets.

Lenny Murphy: Right, right, right. How deep are we going?

Karen Lynch: Yeah. But my association with deep in this context always makes me just feel like, all right, then I'm a little bit on guard for it. So, yeah.

Lenny Murphy: But I've been, that approach, so I've not used that tool yet, but that approach, I'll tell you what I've found lately, then, go to perplexity first. Right? And kind of ask the question, because it cites all the sources. Yeah. All right. Yeah. And then I'll port that over into one. And like, I want to do a market sizing exercise, right? Or whatever the case may be, that combination of that, those things, that process to try and go through and okay, now what about this scenario? And okay, let's supplement this data. And or I'm going to load up the grit report into it. What does that do? That process of combining different data sources to create effectively a research paper, even though it may be more of an experiment with a new product concept or whatever. I mean, I can knock out a couple of those in a day, right, rather than a week. And that's what we're talking about now, but now an agent based solution that is built to do that. So not to go to perplexity I mean, it does it all together at once.

Karen Lynch: And Tim is chiming in, Tim Lynch, husband extraordinaire, and deep into all things AI change at the moment, but saying Gemini Deep Research is also fun and interesting. I have no experience with that one. OpenEye, obviously, and then Claude will also be in the mix for this kind of deep research So, yeah, it's, you know, it's just we're on that evolution curve, right? It's what is happening and it's great and unnerving. And I think the idea is as you experiment with the different platforms and the different levels and the different tasks, I don't know if you're experimenting with tasks, but I now have tasks set up to run things for me every single day and using agents. It's, you know, it's a new world that's changing the way I work and how I think about work and what is possible, you know, on a daily basis. So it's a great segue into this report. Yes, it is. So let's share. Let's share and shout out to Kevin Gleiberia at Rival 2 because he not only authored this report, but he also does this Fresh Friday. I think it's what Fresh Insights Friday LinkedIn newsletter that often, you know, just shows is that he is also paying attention to these trends and he is tracking who's talking about what regularly. So this one is a report, a 2025 trends report talking about kind of AI's role in insights and showing that it is growing. There was some interesting stuff in there. Did you have a chance to look through the whole report?

Lenny Murphy: I did not. I just glanced at it.

Karen Lynch: So it basically shares what you and I have kind of been saying is how it's been gaining traction in our industry. Although, surprisingly, it's not an indispensable tool. I think that one of the quotes from the report is, while AI has gained significant traction, it hasn't become an indispensable tool. For you and I, it has, perhaps. And for many people, perhaps it has. But it goes on to say, summarization, people are excited about that. I think it was almost 3 quarters. I'm a qualitative researcher, so I won't give you the exact stats because I don't have it pulled up. I think nearly three quarters of people are excited about AI's use as a summarization tool, assistance, somewhat synthetic data that's down at like 25% of the people somewhere around there. So, you know, it's a cool validation for what you and I have been saying, which is, you know, people are slower to adopt, but also probably slower to adopt in what way? The options have changed so exponentially. That they may be using it for the early, help me write this, email uses that we were talking about a year ago. So they may be kind of on the adoption curve. They just might not be moving as fast as some of the other players. So anyway, cool report to read, industry-specific.

Lenny Murphy: Thanks for putting it out there. Yeah, and on a related note, the grid is still in the field, and this is the wave where we are collecting that type of information about AI adoption. And so if you haven't seen the grid survey, Yeah, please do so and we'll have fresh data, but that also dovetails to this last kind of three things from Well two from Phil Phil first At HFS research that I thought were really interesting. They did a study of it like 900 Executives something of that nature on where they were on the adoption curve. Yeah, very similar to Lots of experimentation, not a whole lot of we're nailing it yet. Yes, that's right, Tim. Good neuromancer reference there. Oh, thank Karley for the great survey link. Look, while we're chatting, friends, we're going to make this big.

Karen Lynch: Go ahead. You keep talking, Lenny. I'm just going to make sure that's visible.

Lenny Murphy: You're still in this, you know, still low on the cycle yet from an adoption curve. But what was interesting was this next piece from the HFS team, they came up with a term for a concept that we've been talking about with folks, services software. And basically, as enterprises increasingly turn to AI-driven service solutions, and here's the gist, what we're talking about, right? Process things that drive a lot of the business and the revenue for full service agencies and for consultancies and any kind of service-based organization. That is going to continue to be, it started with automation and now it's moving into AI and the value then, but clients still want somebody to think and help them think through problems and to manage that process. Even if the process is primarily AI driven. Versus human driven. So what does that look like when 80%, 90% of the functional operational process components are all driven by AI, because that's not the value driver. The value driver is the service component of ensuring that that's happening correctly, that it's aligned to the business issue, the business needs and delivering on the business goals. With actionable recommendations. If you are a big full-service agency, right, that has built that business on process plus consulting on top, you're feeling this pain already, and you've got to start thinking this way. And we've heard this anecdotally quite a bit from one-on-one conversations with some very large full-service suppliers in the industry. That they are struggling to adapt. This is the path to adapt. It's not going to be easy, but it is a path. So we have to move away from the process and think about value add, which is handholding and answers. So really, guys, check this out. It's really profound. Think about it as it applies to your business. Also, if you're a tech business, it's like, oh, we don't want service. It's the two that go hand in hand in our industry. They always have. So it's a different way to think about what that service layer looks like, even if you're, if you think that you're a pure SAS business. Yeah, profound. Yeah. Yeah. No, it is. It is.

Karen Lynch: It is. These are those, the, especially the one, um, the one that's not the research study per se, but it's sort of his writing. It's very much a thought piece, right. That, that stimulates your thinking about it and just the paradigm shift of when SaaS was all the rage. I mean, I remember Tim was at a software startup and one of the things that we talked about a lot and I actually helped pen an article for them, which was on adoption being one of the biggest problems with SaaS products. And that doesn't happen if you lead with the service, right? So anyway, when I was looking at this, I was like, oh, that's really interesting. If you lead with the service, then adoption flows from that, right? So, if you lead with the software itself, then people will struggle anyway. So just let's bring the service back to all of these platforms on some levels and start to think about if anybody who has some sort of a platform or a software or whatever, you know, like service first, probably important, more and more important as we move into this brave new world, which will be the same into the last thing I wanna share with you.

Lenny Murphy: Bring on the robots, bring on the robots.

Karen Lynch: All right, so here's what we're talking about. And I know I mentioned Donovan Andrews last week, I think in previous episodes, he spoke at our AI event this fall also. He's an Ogilvy consultant and he's another one to follow on LinkedIn if you are not already. The post that he recently shared on LinkedIn is kind of a great infographic with predictions from research of over, I think it was over 300 sources of things that are going to shape 2025. But when you read them, you'll think, really that's now or is this in the future? Because it does touch upon all of those things. It touches upon not just where we are exactly in the moment with AI, not in the future, this is where we are currently because we are in 2025, but some other things too. You know, humanoids and so on and so forth. So anyway, he is definitely one to follow. It's a pretty cool piece and a pretty cool infographic to see what's coming, what's here and what's coming.

Lenny Murphy: Yeah Yeah. And, and it is so. It is. And it's yes.

Karen Lynch: Sure. You read it and you're like, yes, there's no, it doesn't feel like a scenario testing. This feels like the real deal, so.

Lenny Murphy: And we are seeing, if you're following the news, right, without even, the application of smart engineers and AI to every aspect of the world, and now we're seeing it happen in government, that's, you know, it's just happening, right? It just is, we're seeing it occur in real time, right in front of us, and that's, yeah, there's no stopping it. Karley, there was another link for that, the HFS Horses for Sources. Pop that in if you want to put that in there as well. That's the one that I was referring to.

Karen Lynch: It's a little more of a, I don't want to say a thought piece, but it's more of his musings, right? So Phil's musings on, you know, or kind of in tandem with the study that the company shared too. So good to read those two in tandem in my opinion. Anyway, let's wrap up. Yeah, let's wake heads up. We are pre-recording because I will be flying to our AIX APAC event. So gosh, we should have talked to Karley next week for sure. We should definitely have, you know, last minute kind of, you know, little blurb on the APAC event that's coming. We do have a lot of last minute registrations in that region, which is very interesting. So anyway, I'll be heading to Bangkok. So I will be missing you on Friday as I will be in the air, you will have to spend your Valentine's Day without me, honey. I'm so sad.

Lenny Murphy: And the following week, because you'll still be in Asia. The following week, I will still be there.

Karen Lynch: Actually, Tim Lynch is traveling with me. So post-conference, before we fly home, we'll take a day at a nice resort on the water. So that'll be what I will be doing on Friday before we fly home. You know, later that day.

Lenny Murphy: So we'll be a guest host. You won't be stuck with me alone.

Karen Lynch: Um, yes, exactly. So we'll keep it a secret. We'll keep that secret for a week. We may want to, we may want to give people heads up next week, but, um, so yeah, that's two weeks out and then I'll be back on, you know, at the end of the month to say, all right, February

Lenny Murphy: There you go. Yep. All right. Well, have a fantastic weekend. Um, uh, hang in there. So hang in there. If you're in the Northeast, enjoy the snow that I think is coming our way. If you're in Kentucky or the mid-Atlantic down, enjoy the waves. And everybody else, I don't know what the weather's doing your way. So I hope for good sunny skies and safe conditions. Yes, absolutely. All right, everybody. Be well. Take care. Bye-bye. Have a good one. Bye.

Links from the episode:

EyeSee and Veylinx announce a strategic partnership 

Toluna sells Precision Sample to ACKWEST Group 

Transforming Consumer Insights: Meet Toluna’s Next-Gen Synthetic Respondents 

Resonate launches rAI-powered Audience Builder 

Acutus AI debuts 

OpinionRoute acquires Jibunu 

YouGov CEO Steven Hatch steps down 

OpenAI introduces GPT-4-based ‘o3-mini’ 

OpenAI unveils a new ‘deep research’ ChatGPT agent 

AI’s role in insights and research is growing 

HFS Research explores how enterprises are advancing AI maturity 

The ‘Services-as-Software’ future is taking shape

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