Insights and Analytics in the AI Era

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

Episode 35 of The Exchange opened with a tribute to the late Daniel Kahneman, an influential figure in behavioral economics, setting the stage for a dynamic discussion. From the launch of the Paid for Your Say program to Amazon's investment in Anthropic and Meta's collaboration with Ray-Ban for AI-infused smart glasses, the dialogue highlighted ongoing innovations in the industry.

Forsta's strategic moves emphasized the importance of adaptability and continuous learning in an evolving landscape. The imperative for businesses to embrace tailored AI solutions was central, given the rapid advancements in generative AI and chat GPT.

Moreover, advancements in AI-driven text analytics showcased ongoing progress in data analysis. The discussion also touched on synthetic data's potential impact on decision-making, alongside the complexity of segment profiling and understanding behavioral drivers. Strategic partnerships, such as Sistian's collaboration with Reddit and MCI's acquisition of Market Force Information, reflected the industry's commitment to expanding capabilities and enhancing experiential systems.

Use code EXCHANGE to get a 20% discount on your general admission IIEX tickets!

IIEX North America 

IIEX Europe 

IIEX LATAM 

Many thanks to our producer, Karley Dartouzos. 

Transcript

Lenny Murphy: Happy, Good Friday to those who celebrate

Karen Lynch: Happy Happy Easter weekend. Celebrating I think, I think it's one of those things like, I don't know, they say Happy Good Friday?

Lenny Murphy: I don't know either. It is kind of Yeah. That's always been what we call Good Friday, totally. I do to get to the religion of that. But Fun,

Karen Lynch: Fun fact, not that we want to talk about religion, but my daughter in law, who is from Brazil, has said they call it Holy Friday in Brazil. And I'm like, of course they do because they're much more reverent. You know, I'm sure there's historical significance for biblical scholars. But yes, in any event, we can say Happy Friday no matter what, right because it is the end of the week. And for some of us, we desperately need the weekend.

Lenny Murphy: And it's Spring has sprung here in Kentucky. We're in the 70s. All weekend. So hopefully, that's true. Hopefully, Winter's coming to an end,

Karen Lynch: Whatever, I just feel like it's going to happen, I know it's going to happen. I have to have faith that it's going to happen. But I'm very tired of being cold, it's

Lenny Murphy: Being cold. Well, in in a month, we'll be saying, Oh my God,

Karen Lynch: You're probably sending that nice weather up to the northeast?

Lenny Murphy: Absolutely. We have a lot to cover today really

Karen Lynch: There's no way we're going to cover everything. And, you know, you know, there's like all of these phrases in literature. Like if I had more time, I would have written a shorter something or other. That's probably what this is. But you know, but let's, let's 100% start off our brief with you know, the news about Daniel Kahneman because it is sad, even though he was old and he lived an amazing life, it's still significant to those of us in the industry, right?

Lenny Murphy: It is for inflation. And Daniel Kahneman passed away the father of behavioral economics, or at least widely considered that so you know, thinking fast thinking slow.

Karen Lynch: All of the work that people do in research to understand people's implicit reactions, I just think it all stems from a great body of work. So we'll share you know, one of the many obituaries that appear online but if you sit freeware, what just happened to me? Did I yeah,

Lenny Murphy: You froze for a second but that's there. Live Without and that just goes to Kahneman?

Karen Lynch: Yeah, maybe saying, you know, anyway really happened before right where it just disappeared for a hot second anyway. So yeah, so happen again?

Lenny Murphy: Nope, it didn't. Not that I can see. So. But Karley does want to go and post the Washington Post obituary for Daniel Kahneman. And let's all contextual, right, the behavioral economics went from being very controversial to fairly well accepted. Certainly, people stand on the shoulders of giants, right, there's tons of more work being done and evolution of the concepts, etc, etc, in different permutations. But within our industry, insights and analytics, understanding the drivers of human behavior is fundamental, and only becoming more pervasive as we go. And there's lots of different tools and techniques we use to try and measure that. But it all stems from the type of work that the economist did. So our best to his family, deepest condolences and, and he will be remembered in the halls of, of many industries, but especially ours for a very long time because of the influence that his work had. Yeah,

Karen Lynch: No, very well said. Very well said.

Lenny Murphy: Thank you.

Karen Lynch: So I know you are illiquid. So I, for whatever reason, keep bluffing in and out. And I'm really worried. It's very windy up here. So if I disappear, Lenny, I haven't gone to Dylan Daniel in the afterlife.

Lenny Murphy: You know, things are weird. We got this eclipse coming. I mean, who the heck,

Karen Lynch: I officially disappeared from this live stream friends, it's probably because there's some wires that are blowing around. And that's what's happening because I I see on my own screen, it keeps doing funny things. So fingers crossed. That's temporary. And, I will also just send a little note to my young adult child who was working for me today, but um, to ease off on this streaming.

Lenny Murphy: That's right. It's like mad to put off your Tiger king or whatever. Yeah, for the short version.

Karen Lynch: Let's see. I mean, he's working very hard, but he also does stream in the background. So anyway, let's help. All right. Okay. Well, we want to talk about you know,

Lenny Murphy: Humans and humans 

Karen Lynch: And I'm, you know, we talk about them every week. First of all, they're in the midst of starting out this series that I was a part of, because I was able to moderate the conversations, but the saga continues Episode Four They launched this week on the paid for your SE. This program featured very, very little, if any, me and it was really just the people working, you know, front lines on securing the integrity of their, you know, kind of participant databases and all that. So really good stuff this week it was all about focused on, you know, things that they can do and things to help regain some trust that might have been damaged, you know, best practices, full transparency, really good stuff this week for anybody who was on, you know, that side of the industry that's looking to, to just stay in, stay in the conversation and make sure they're implementing some of the best practices that this team is suggesting. So, yep.

Lenny Murphy: And quick shout out to our friend Charlie Reiter, at Procter and Gamble. Everybody knows, Charlie, if you don't you should, was chatting with Charlie yesterday and just did an offhand comment. The two biggest topics in research today are data quality, and AI. And Charlie said, Yep, so the. So that's why we keep bringing these two topics up over and over again, if you don't believe us, that, you know, Charlie's incredible influence in the industry, as driving innovation for suppliers and new technology and approaches within Procter and Gamble. So you pay attention to this stuff, because Charlie says you should this Charlie says,

Karen Lynch: Well, let me say, too, right. I think what's interesting is, you know, where we will have, you know, a data track in North America, as we do, some of some of the talks will be this, this talk will be continued there on this panel. But also, we'll be talking about just regular things with data integrity and data quality in general. And what's interesting about it is, you know, last year, we had many, many more submissions in our call for speakers about data quality, specifically this year absent and I'm like, friends, we cannot forget the other things going on in the

Lenny Murphy: Rachel grits published, it'll it'll

Karen Lynch: Grant back to like, hey, let's not forget, this is still an issue. I think that AI has been a really great distraction from some of the things that are, you know, we are currently in, you know, we've we've shifted some focus away from it. And I think those of us in the industry are still going to try to bring it back. We'll be doing it in North America for sure. Absolutely.

Lenny Murphy: Well, that's a good segue, since almost all the rest of our show notes are AI centric, imagine. No,

Karen Lynch: No. And, you know, Karley did just share the other thing that we had in here, which was about what Kerry and Jay are doing. So. And that's that I've already scrolled way past my notes, of course, but disappeared from my notes, something wonky is happening. But anyway, they have launched sort of another thing that almost is like what we're doing Lenny, which is like this little like conversation about like the two of them talking. So we'll be paying attention to that. putting it out there. But, you know, hats off to them for also innovating in this space. Because every conversation about the industry that people have, right elevates the industry as a whole because we're talking about it. And that's part of our goal, a green book, right is to make sure people are having these conversations. So yep. So

Lenny Murphy: That's the new podcast with Big Brothers. Correct?

Karen Lynch: Yeah, yeah.

Lenny Murphy: So yeah, good stuff. Good. Good. All right. So AI induced anxiety, a marketing I love.

Karen Lynch: Right? How long we brought that, how long ago we brought that AI and anxiety, or something like that. I forget where we first found out about that, you know, article, I guess it was at least six months ago, we were talking about AI anxiety. And so what was interesting about this one from marketing, tech news, this was a UK study, revealing that, you know, among challenges for marketers, and in 2024 is still AI induced anxiety. So this was, again, UK study 500 marketing decision makers in the UK 16% of them have anxiety that AI is going to, you know, replace them and 14% lack understanding about how they can use AI. So those might not seem like huge numbers. But the reality is, it's still present. And you know, there were other things in the study as well, that we're not going to deep dive into. But I just think it's really interesting that AI anxiety is still a thing. People are still anxious.

Lenny Murphy: Yes. And that was in the marketing organizations. Right. So there's actually other stuff I think we'll get to there's a ton of content shared this week that caught our attention with similar themes. Yeah. And we'll see if we can get all of it but

Karen Lynch: Yeah, let's give it a go. You want to just start, let's dive right in. So you know, when we curate folks just so that you know, like a lot of it. We try to say what's relevant to us, right, what's relevant in the end industry that we are in, even if it seems a little bit more macro, but we're paying attention for obvious reasons. 

Lenny Murphy: So Amazon. Amazon, Amazon $4 billion investment in anthropic, that is the anthropic owns the cloud cloud cloud. I'm not sure how to pronounce it. Well, we'll say, Claude. So it looks to me like LLM, which recently, I don't know if we got that in here or not. But that was it. It is outperforming most of the key metrics of every other LLM. So it's the new standard.

Karen Lynch: Yeah. Why? And I, you know, when I read this article, I'm just like, well, I guess I better you know, get to this, you know, bookmark this site, and not just rely on chat GPT, which has been underperforming a little bit for me, I don't know about everybody else. But now I'm like, Alright, time to time to see what somebody else is doing better. I love that there's competition. I really do. Because that will make, you know, we know what competition does for an industry. Right, it makes me feel better. So I'm excited about that. And, you know, it's not news that they were investing. So I just want to clarify that the news this week is that they finalized the investment, and they practically doubled it. That's a big deal. Yes, they

Lenny Murphy: Doubled the investment to over $4 billion. And interestingly, I was talking to so I have to make sure I don't break confidentiality. Here. I was talking to a supplier who was working with Amazon. And then there's an AI component to the work and Amazon was saying you're going to use Claude, not chatty, btw. So recognize that right? With all of these, we're in this arms race of competing MLMs and we are looking at different solutions, just like you know, Walmart doesn't like things hosted on AWS. The so there's other components of this that do have permutations, this was a resource supplier who was being told, You're not going to use open AI, you're going to use Claude. Yeah. And so they're building their solutions to be able to encompass the different MLMs within the work that they do as suppliers. So guys, recognize that this is not one size fits all, and there's a you know, an awful lot happening around these things. And you can't afford just to focus on one, then we have to look at all of them, and determine what fits for purpose, including the business priorities of clients that are working on these things. And they

Karen Lynch: Require I think that you know, if we, I don't have a chart for this, but you know, if you think about the expert, the exponential growth curve that we are all on learning about AI, you know, it's like, like we're learning quickly, thanks to generative AI, it was moving right along, and then you know, Chet GPT, and we're all like, oh, my gosh, hurry up and learn as fast as we can. But now we are recognizing that like, we're, we still have to learn every freaking day. Like our understanding of all of this that we had maybe even a month ago, like we can't get complacent with our pursuit of knowledge in this space. We react

Lenny Murphy: Poorly. Did you get the gift? We have the dead horse. Thank you, Tim. Thank you, Tim. I beat it.

Karen Lynch: For me it's really, first of all, I'm a stuffed animal girl. So it's really hard for me to like, see this horse and not just

Lenny Murphy: Anybody who if you've been watching us for weeks, we know we have the joke we needed to get a dead horse to beat the dead horse.

Karen Lynch: I mean, it's he who made it said he didn't. It didn't show up. Oh, that's right and crop and anyway, so it will live on. It will live on my desk and always be here for you know, the dead horse that we sometimes have.

Lenny Murphy: You guys may think we're silly. 

Karen Lynch: I think it's funny as hell but onboard friends keep the learning going. Learning is still resisting, please, please, please don't resist because you just have to, you have to because it's just going to get harder. Like you just have to, you know, start climbing the curve because it's a big deal. Alright, let's talk about some of these other things to Lenny because, I mean, there's just a lot right? Um, you know, we knew that it would be coming when we talked about you know, you know, Apple glass and now Mehta is like partnering with Ray Ban on their smart glasses and right and meta then just explained oh, by the way, you know, we're integrating AI into our smart glasses. And these glasses are sharp looking like to me, I look at these Ray Bans and I'm like, damn, I would wear those like I would wear these glasses with AI built into it. And you can say, hey, meta, so you know, there you go. They're not available for everybody. And anyway, but I just want to put it out there because of the research implications of a really cool pair of shades doing this.

Lenny Murphy: Meta and meta is its own AI back in the previous point if they're not using something else developing the room, right. And as one of the people who bought glass back in the day, but I think there's still pictures of me out there with my glass, like, hey, look, this is far cooler.

Karen Lynch: These are just like, you know, I keep it every time I pull that out, not that every time I pull up this, you know, this link, I'm like, You know what, these just look good. They look good. Now I wouldn't complain about wearing them.

Lenny Murphy: Right. So just like that, or they're rare. I think we're a long way away from full consumer adoption. But for use cases for us, think about the applications for, you know, in situ in store, you know, experiential, and we and there are still applications of glass that are being used in specific industries and caffeine categories. So, we're heading that direction. And let's just recognize that in some, some startup out there is gonna say, All right, let's work with meadow and get these glasses to do some type of real world experiential research in store. If they're not, then I claim that idea. And if I see you launch it, then you owe me

Karen Lynch: To add it to some eye tracking software. And there you go. Now you have, you know, you have smart eye tracking with AI assist, right? Yep.

Lenny Murphy: There we go. All right. On a similar note, Forrester has hired a new analytics chief, and is investing 500 million in AI. Now that's foresta. Right. So that's the, you know, confirm it focus vision decipher that that company that's all integrated. Dapper see. Yeah. Yeah. So they're big, big players in our industry.

Karen Lynch: Big big fund. We don't always report on things like staff changes and hires and all that. Because, you know, that's just not necessarily, you know, something that we report on week to week, but this investment, are paying attention to it, because 500 million means they are putting a lot of money into it. Does that tell you? You know,

Lenny Murphy: Absolutely. And to be clear, that is a private equity owned, that was accommodated as a platform it was put together as a platform to create efficiencies. And now they are leaning into a 500 million investment over the course of the next next three years, was that good? Or next year?

Karen Lynch: Click on it if I click on it, then I'm gonna lose my Yeah,

Lenny Murphy: Don't worry about it anyway, it's a buttload of money to put money into AI within fundamental research, research fundamental research platform qual and quant that is what they do, right? With an emphasis on CX and Reporting Analytics, great platform we love our friends have forced their sponsors to grit, the and they're going hard and heavy on this so

Karen Lynch: Well, and just jumping ahead. There's an article we saw this week also, for those of you who are now or like, you know, suddenly really hyper focused on this conversation. Forbes discussed in an article the importance of qualitative data, especially in the age of AI. So again, think about Forster who have qualitative support in their offerings, and their investment in AI and the place of qualitative in this new world. I think that's anyway, it's a good, good article. For the entirety of the industry

Lenny Murphy: And what have we been predicting guys, so not not trying to take credit, but I mean, just if it is, if you think about these things, it's pretty easy. AI is going to make qualitative, far more scalable in chat, blah, blah, blah, blah, blah, all those things. So it's, you know, it's very smart. read the tea leaves because they're right there, right? You don't have to be any type of see or you just have to look and see where things are going follow the money. And it's very, very compelling. So we'll, we'll spare the horse but yeah, it was every indication this this is where everything is shifting, follow

Karen Lynch: The money, follow the money, follow the mouse, you know, another kind of upgrade that was announced. I don't know about this relative insights platform. So I don't know if you know more about it than I do. It's new to me, but they're, you know, enhancing AI power. What do you know about this one?

Lenny Murphy: I don't know if insights well, but they're text analytics and they're incorporating AI in the next generation of text analytics. So The AI powered summarizing analysis and segmentation features. Those are no brainer applications. So not it, which does not mean relative insights like are you late to the party? No, they're still very early in terms of implementing and launching these tools. So congratulations, guys. All of these things will become ubiquitous across the board. So start using them, start using them. jump right into whether we use synthetic data or not. Well, I mean, we have the synthetic synthetic sample, tech showcase the property hour,

Karen Lynch: Half an hour, or just 40 minutes from now we're doing an insights tech showcase on synthetic samples. So pay attention to that. Our expert panel host, Joel Rubinson. He has a channel called level up your research. He wrote an article about synthetic data. But we had two interesting things that popped up this week. Right, like so obviously, it's the buzz one of the buzzes but it's a loud buzz. You know, this, this launch of this new product, but at the same time, some vocal criticism, so by another big player, so you want to start with a product? I don't know. Any, but talk about it. Yeah,

Lenny Murphy: BVA French company, large, large French company, BVA bdrc, has launched a synthetic data tool.

Karen Lynch: They did do something, nudge PVA nudge, is that a part of their product mix? Is that what I'm thinking of?

Lenny Murphy: Yes. They were previously. PRs in vivo? All the way up here. So I think they actually store the brand. Anyway. The Yeah, so it's called pixel.ai. By BVA bdrc. synthetic data product designed to predict responses from restricted segments developed in partnership with fairgen. And oh, I

Karen Lynch: Think on my beat, let me just double check. They might be, I believe they're fairgen is one of the one of the participants at IIEX North America

Lenny Murphy: Yep, yep. So hot, hot topic. These are the companies that are building those capabilities, as we explore the use cases, and so as you mentioned, conjoint Li, which is a tech platform for the conjoint platform, conjoint research, and to automate that and make it easier and accessible for folks. They criticize the reliability and validity of synthetic respondents and market research comparing them to homeopathy. I know, you know, it's funny to tell the royal family though, because they're big fans of homeopathy. But

Karen Lynch: No, I just think that's really an interesting, controversial way to broach the subject, right? Because you're going to get people who, who even hear that word and have a visceral reaction to it, right? Like you're either on board with homeopathy, or you're not. So I think it's really interesting that they're like, Yep, this is like that. It seems, but they have a valid point of view. And if you go to that article about it, it's actually you know, they're showing you like, they're not just telling you, they're showing you in their work, why they take fault with it. So I think that's where we are with this, right. This is an uncomfortable method.

Lenny Murphy: Right. And I will buy that for choice based exercises, like it's fairly complex with lots of drivers of choice. That it may not be there yet, yet.

Karen Lynch: Yeah. So we could ask Daniel Kahneman.

Lenny Murphy: Well, yes, just take it slow with AI. What the hell the

Karen Lynch: Choice, you know, choice better than everybody? Yeah.

Lenny Murphy: That's actually an excellent point. Karen. Wow, I didn't think about that. That is an excellent point, the, you know, do MLMs incorporate kind of our laziness of decision making. And some of those drivers don't know. So I think this debate Absolutely. To profile segments and get a sense of, you know, of, of concepts and drivers of behavior, kind of understand important factors. Yeah, I'm aware. We've, I've seen the data, it does duplicate it. Yeah, but that doesn't mean it's fit for purpose for everyone, for sure. Yeah. I think that's a point that conjointly is making and it is a fair point to everybody who's pioneering these solutions. No, no shade on you. As the MLMs get bigger as the data assets get bigger as the training sets. Get more precise. We may very well get there. Yeah, but it's too early.

Karen Lynch: No, yeah. That's very cool. That's very cool. Yeah. So, you know, that's synthetic data, we'll be talking about that in North America as well. I mean, you know, we can't help it, you know, at this point this close to North America, it's kind of where I live, breathe, things. At night, you know, I'm sure there's going to be, anyway, a lot going on in my subconscious the next few weeks. But this is another important conversation we'll be having there. So you know, it's a little too early to plug because we still have five minutes left. But at the end, we'll put up our ink, another discount code for this group to register if they haven't registered already, but it is the place to have these kinds of conversations. So footsteps, I x apart, right, as we are having these incredibly important critical conversations. So it's just an honor to be able to host them with people.

Lenny Murphy: And I don't know, I'm reviewing the attendee list right now because it's what I do. And holy crap, what an attendee list. I mean, the brands are amazing. And I'm not just saying that it really is very diverse. So hats off to that lots of new types of companies, and lots of new suppliers. So as we said, if you want to explore these topics, and meet the companies that are driving this stuff, and create that network effect, this is where it happens. And this is the perfect attendee list so far to accomplish that,

Karen Lynch: Yeah, yeah, I know, it's cool for people to think about new attendees in the audience for a lot of reasons, because our industry is evolving, you know, our industry, meaning, you know, market research, and then we, you know, we're saying like, you know, insights and analytics data and analytics, you know, that's we've kind of morphed them all. And now there's this, this other also, right, it's just a very interesting world that we are,

Lenny Murphy: I will say this so that we can finish up these last few things. The number of agencies, their ad marketing agencies, is surprising. That that blurring is happening. It's really, really interesting to see the number of

Karen Lynch: Not just like marketing the way you might think of, you know, of, I'm not going to chat under the names, but some of the, you know, traditional marketing agencies in the group, but like some strategic consultancies. Yes, open seas that are, you know, yes, marketing and promotion is a part of it. But it's really about strategic growth, like, pretty cool, some pretty cool strategic thinking in the agency pool. I think that's attending. So yeah,

Lenny Murphy: Great. All right, let's bring plow through these last four, I think we can

Karen Lynch: Score, we can do this. I mean, the first one is just the first one. First one of these for the first, the first set of these is really about, you know, addressing the challenges, we still each week, we'd like to bring to people like, Hey, here's some things that are going on to address the big challenges. But you know, I think that there's a trend right now that these companies are putting in their financial disclosures, some of the risks. So those might be and we're talking about metal, we're talking about Google, you know, they're putting in their financial disclosures, the risks involved in leaning into these platforms. I think that's a really interesting thing. And I think people that are integrating this into their work, may want to consider, you know, benchmark some of these and say, Should we be adding any disclosures or caveats that we are not? You know, we might have human checks for everything that AI is helping us do. However, there is a risk that AI might be leading us in the wrong direction, that we can't identify it easily. So I think that's one big bucket that yes, that would be my advice for people listening, your unsolicited advice out there, folks, is just learn from these, read what they're putting in there and see if there's language you need to borrow for your own AI tools.

Lenny Murphy: Yep, what happens and your strategic planning. So in thinking about it, as well, these are public companies, they have to do these disclosures, obviously. So I know what they're worried about, or instructive for us to think about what we do so so. And then on the other side, Microsoft introduced a new AI safety system to prevent hallucination. Offering AI safety helps your customers.

Karen Lynch: So acknowledging it to me is one of the first acknowledgments of the hallucinations within their own system, that I think is what's really cool, it's like they're saying, all right, we are now acknowledging these hallucinations exist. They're not just glitches, they're a real facet of this technology. And, you know, we are going to have to put in measures to prevent that. So I think that's a really important statement for them to be making.

Lenny Murphy: I agree. And another example of okay, is you're learning and growing by iterating. Oh, well, now we have a problem that we're in with Google in every technology now we're gonna fix it and move on. So yeah,

Karen Lynch:  I think and I will put this out there, you know, again, I'm a user. Hi, my name is Karen. I use GPT. I think I'm fatigued. I think thread fatigue is a thing where, you know, I might get really great results. But if I stay in the thread for too long, it's like, yeah, now, we talked about this in the very beginning with this, this tool. I mean, by the beginning, I mean, a year ago, we were talking about, like, over time it gets tired or something like, I don't know what the word for that is. But it seems to make less sense. You know, it's I do better when I then say, I ought to take it out of this thread and start fresh. It's a very interesting dynamic, like, I don't know what you call that LLM fatigue? I don't know, maybe that's the thing. But I would like to learn more about that. So you know, anybody out there listeners, anything out there like, thread fatigue? Let me know, because I mean, well, well, that brings up one more point. The replicability, an issue when you start a new thread, same question, right? You may get a different answer. Yeah. Yeah. So it goes back to the synthetic sample concerns, right? So, you know, we're feeling our way through all of this. Let's wrap with these two market research industries. Related things, things that we might maybe start with next week. But yeah, no, for sure. I mean, I just think they're interesting. Sysian is expanding its partnership with Reddit. To enhance their social insight capabilities. I just think that's a really neat partnership. Yep. Partnership. You know, partnership. Easy for you to say. No, I just think it's really interesting. So they're taking Reddit's community platform, but focusing on community, I mean, consumer and media measurement, which Reddit's been talking about. They talked about it on stage for us a while ago. Like they have access to a lot of information, but I just think it's a good partnership. Bringing in, anyway.

Lenny Murphy: Yeah, I did a good podcast with them. I don't know, Karley, if you want to pop that in. And also, interesting, just for the public. And they were one of the first companies, last year, when the LLM started exploding, to say, uh-uh, you don't get access to our data for free. Interesting, opening it up for insights, absolutely, as well as an example of a company that's monetizing their data in new ways. A strategic partnership that you might not have seen coming, right? Yes, absolutely. I think that I don't mean you personally, Lenny. I mean, you know, you, you, you, you, the masses. Well, they own a, I think they own a talk walker, I believe, uh, is the platform. I think, um, so yeah, it'd look for more of that, right? If you'll monetize your data, making, you know, interesting connections and, uh, using it for insight generation. And then, uh, finally, and I think that this actually really is somewhat interesting. MCI acquires Marketforce information. They have been a player in CX for a long time, CX and Mystery Shopping. But when you really dive in, they are building an integrated data machine between the, around experience for MCI and Marketforce. So incorporating kind of fundamental research capabilities in data from the Marketforce solution into a broader experiential system. Yeah. And, you know, kind of elevating the whole thing to a process that is now kind of an, I almost use a term that actually is copyrighted. I don't want to do that. Nope. But an integrated solution, an example of what we've been talking about that And everybody else. It is the platformification. So, all right. So we.

Karen Lynch: We're a little bit older. Yeah, no, let's wrap. So as I mentioned, we have a Karley, you can put up our, our, um, oh, look at this. There we go. This is pretty cool. So yes, speakers. Yeah. That's cool stuff there. And we are offering EXCHANGE30 as the code to get. 30% off of your tickets at this point. So for those of you who've been holding out Exchange 30, we'll get you the 30% discount on our tickets. We are, you know, I think we're at, I mean, we're getting closer to a thousand participants. We'll probably, we're set to track to be at 1,200. Same sizes last year, yeah. And so yeah, so you'll be one in a thousand. So go ahead and join us. It's gonna be a great show. And then... We still have our call for speakers up for our LATAM event. We hadn't pulled it because people were slow to submit. They're rolling in right now. So if you have been thinking about our LATAM event call for speakers, we've extended it. That won't last for too much longer because we're about to close the door on that and really go through them and say, who do we want to invite in and then switch to a kind of purely organic curation. So anyway, get your submission in for that one. And we'll see you at IIEX North America. And I think that's all she wrote.

Lenny Murphy: I think that's it. So have a great weekend and we'll talk next week. 

Karen Lynch: We will talk next week. Goodbye everybody. Take care.

Links from the episode:

Daniel Kahneman's contributions to economics and psychology 

Episode 4: Paid for Your Say 

Episode 1 featuring Kerry Hecht, Dave Carruthers and Jay Tye 

AI-Induced Anxiety in Marketing 

Amazon's Investment in Anthropic 

Meta's AI-Enhanced Ray-Ban Smart Glasses 

PG Forsta's New Analytics Chief and AI Investment 

Qualitative Data's Role Amidst AI and Big Data 

Upgrade for Relative Insight's Analytics Platform 

Joel Rubinson Expert Channel host 

BVA BDRC's Synthetic Data Tool 

Synthetic Respondents Critique 

Meta and Google's AI Challenges 

Microsoft's AI Safety System 

Cision and Reddit's Social Insight Collaboration

Market Force Acquisition by MCI