BeyondMeasure by Burke, Inc.

In this episode of Beyond Measure, Mike Deinlein, VP, CX Solutions, and Christie Reckman, SVP, Client Services, explore how generative AI can be more than just a data tool—it can act as a valuable partner in the design thinking process.

Mike and Christie share their experience leading a hands-on client workshop, where AI was applied across each stage of the design thinking process: empathizing with customers, defining root causes, ideating solutions, prototyping concepts, and even testing ideas through synthetic focus groups.

Whether you’re a researcher, strategist, or innovator, this conversation provides inspiration for using AI to think differently, collaborate more effectively, and unlock new possibilities in customer experience and design.

For more information on how Burke can help move your business forward, ⁠visit our website⁠.

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In this episode of Beyond Measure, Eric Scheer and Mike Deinlein explore one of the toughest challenges facing modern businesses: aligning marketing and customer experience (CX). While marketing sets the promise, CX delivers on it, but too often these teams operate in silos, leading to brand misalignment, customer disappointment, and lost growth opportunities.

Reprising their Quirk's NYC presentation and building off of their Quirk's magazine article, Eric and Mike discuss why these disconnects happen, how data silos create a “multiverse” of competing realities, and why organizations need better tools to bring marketing and CX closer together. They highlight how democratizing data and creating a unified source of truth can help teams collaborate more effectively and avoid costly missteps.

The conversation also dives into real-world case studies, including Southwest Airlines and Marriott Hotels, to illustrate how companies can use data-driven frameworks to assess brand strength, close gaps between marketing promises and CX delivery, and allocate resources more strategically.

If you want to break down silos, improve customer retention, and ensure your brand delivers what it promises, this episode offers actionable ideas you can take back to your organization.

For more information on how Burke can help move your business forward, visit our website.

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Host Tara Wiley (VP, Client Services Manager) returns with Kendall Nash (SVP, Client Services) for Part Two of their thoughtful conversation on the evolving relationship between human intuition and AI in qualitative research.

Building on themes from Part One, Kendall and Tara dive into Burke’s five pillars of exceptional qual—honest, authentic, deep, detailed, and relevant—and share how the team developed practical criteria to assess them across both human- and AI-moderated interviews. The result? A more nuanced, deliberate approach to knowing when each method offers the most value.

From the power of pivoting in the moment to the surprising strengths of machine moderation, this episode explores how humans and AI can complement one another in the pursuit of deeper insight.

If you’ve been wondering not just whether to use AI in qual, but how and when, this episode is a must-listen.

For more information on how Burke can help move yourbusiness forward, ⁠visit our website⁠.

Thanks for listening! Please subscribe to be notified offuture episodes of Burke’s ⁠BeyondMeasure⁠ podcast.

Join host Tara Wiley (VP, Client Services Manager) as she sits down with Kendall Nash (SVP, Client Services) – curious researcher, educator, and global speaker – for a lively and candid conversation exploring the balance between human insight and artificial intelligence in qualitative research.

In this first installment of our two-part series, Kendall shares highlights from her ESOMAR Congress talk, diving into why a human-centered approach remains essential, even as AI tools become more embedded in the research process. Together, they unpack how Burke is thoughtfully navigating decisions around AI in qualitative data collection, and why researchers must be intentional about when (and how) to lean into technology.

If you’re curious about how to embrace innovation without losing the nuance that only people can bring, this episode is for you.

Be sure to catch Part Two, where we’ll explore the five pillars of exceptional qualitative research, and how they help guide where to best leverage both humans and machines.

For more information on how Burke can help move yourbusiness forward, visit our website.

Thanks for listening! Please subscribe to be notified offuture episodes of Burke’s BeyondMeasure podcast.

Can understanding consumer autopilot unlock your brand's potential?

Join Jeremy Cochran, Research & Development Manager at Burke, and Angela Jones, Senior Strategist with Seed Strategy, as they delve into the fascinating world of consumer decision-making and behavioral science!

In this episode, Jeremy and Angela explore why consumers often make decisions on autopilot and how brands can break through this automatic thinking. They discuss the concept of System 1 vs. System 2 thinking, highlighting how most consumer choices are fast, automatic, and subconscious.

Listeners will learn about the Goals-Beliefs-Choices (GBC) framework, a powerful tool for understanding and influencing consumer behavior. Jeremy and Angela bring this framework to life with real-world examples, such as repositioning cereal as an afternoon snack and disrupting pet food purchasing habits.

Don't miss this opportunity to gain insights from both a behavioral science researcher and a marketing strategist. Apply their expertise to your own business strategy and discover how to influence consumer decisions in a way that feels natural and effective.

For more information on how Burke can help move your business forward, visit our website at www.burke.com.

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Can a more strategic collaboration unlock your next big breakthrough?

Join James Sorensen, SVP – Client Services, and Steve Paljieg, VP – Innovation, as they share how Burke leverages both research and innovation practices to drive impactful business solutions!

This episode will explore how Burke connects forward-thinking innovation with established research methods to activate deeper insights. James and Steve will also talk through a few case studies, bringing this approach for developing breakthrough new products to life for listeners through success stories.

Don’t miss this opportunity to learn from both a researcher and a marketing expert and apply their dual acumen to your own business strategy!

For more information on how Burke can help move your business forward, visit our website: ⁠⁠Burke, Inc. | Marketing Research & Innovation Firm⁠

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Join Eric Scheer, President & Chief Strategy Officer at Seed Strategy, and Dr. Jeremy Cochran, Research & Development Manager at Burke, Inc., as they share how to best navigate the complexities of corporate advocacy! 

They’ll discuss recommendations for promoting causes that align with your brand’s purpose while also supporting business goals. Discover six key strategies to amplify your brand’s authentic corporate advocacy while managing risks in this Burke BeyondMeasure podcast episode. Don’t miss this opportunity to learn from both a research and a marketing expert and apply their dual insights to your own brand strategy!

For more information on Burke’s Brand Strength Monitor – a modern framework for measuring the power of your brand – and how it can help move your business forward, visit: https://www.burke.com/brandstrength/

Additionally, you can explore more on this topic in Burke's BeyondMeasure blog article linked below:

How to maximize the benefits and avoid the pitfalls of corporate advocacy — Burke, Inc.

To learn more about Burke, Inc. visit our website: Burke, Inc. | Marketing Research & Innovation Firm

Thanks for listening! Please subscribe to be notified of future episodes of Burke’s BeyondMeasure.

Burke recently conducted a study to gain deeper insights into an often-overlooked, yet rapidly growing, demographic – Millennial Millionaires (MM).

Join Fred Gaudios (VP, Client Services) as he discusses key insights from this research with host John Thomas (CCO).

Why study Millennial Millionaires?

As this demographic continues to grow, financial services companies will need a better understanding of the needs and behaviors of this emerging, influential group.

For more information on this latest R&D study and our complete findings, reach out to: [email protected]

Join Zach Mullen and Joseph Dickens, two of Burke’s

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To learn more about Burke, Inc. visit our website: ⁠⁠https://www.burke.com/⁠⁠

Join Thania Farrar, SVP Corporate Innovation, and Eric Scheer, President & Chief Strategy Officer at Seed Strategy, as they discuss Burke’s fresh approach to evaluating brand strength!

Discover how Burke’s R&D team created a modern framework to measure the power of a brand based on two essential factors: Relevance (how well a brand connects with consumers) and Momentum (whether consumers perceive a brand as progressing). Don’t miss this opportunity to learn from both a research and a marketing expert and apply their dual insights to your own brand strategy!

For more information on Burke’s Brand Strength Monitor and how it can help move your business forward, visit https://www.burke.com/brandstrength/.

Additionally, you can explore more on this topic in Burke's BeyondMeasure blog article linked below!

You Can't Build A New Brand With Old Tools

https://www.burke.com/beyondmeasure/you-cant-build-a-new-brand-with-old-tools/