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Knowing which AI tool to use is not the hard part. Knowing what question to ask is.

Mike Deinlein, Vice President of Corporate Innovation at Burke, Inc., joins Priscilla McKinney, host of Digital Transformation Success and CEO of Little Bird Marketing, to explore what it actually takes to bring AI to bear in market research. The conversation gets at a tension most organizations are living right now, where the pressure to "do AI" is pulling business leaders toward tools before they have clarity on the problems those tools are meant to solve.

The gap between AI's promise and its real-world performance is almost never a technology problem. Deinlein brings a perspective shaped by years of applying econometrics and advanced statistical thinking to business questions, and that rigor surfaces throughout the conversation. Most organizations are so focused on which tool to pick that they never stop to define what a good answer would even look like, and that is where the real work gets skipped.

"Ask your question first," Deinlein explains. "Think about it for 95% of the time and say, this is what I want to do, and then figure out how AI unlocks new solutions for that business question."

Skipping foundational thinking does not just produce mediocre outputs. It builds decision-making processes on results that cannot be validated or trusted. The organizations getting the most from these technologies are not the ones chasing the newest tools but the ones that have done the harder, slower work of understanding what they are actually trying to know.

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