Signal and Noise

In this episode of Signal and Noise, hosts Brian Lamar and Andrew DeCilles talk with Lindsay Zaltman, Chief Executive Officer and Partner at Olson Zaltman, the firm known for creating the widely respected ZMET qualitative insight methodology. Together, they explore how deep psychological structures influence the way people think, feel, and make decisions, and why traditional research methods often miss these hidden drivers.

Lindsay explains how deep metaphors guide human behavior at a subconscious level and how they reveal the emotional stories people use to make sense of the world. He shares how Olson Zaltman uncovers these underlying meanings through imagery, personal narratives, and symbolic thinking. The discussion highlights how these insights help brands uncover motivations that consumers cannot easily verbalize and how they lead to more effective strategies, stronger creative ideas, and clearer paths for innovation.

Key Takeaways:

• Why traditional research struggles to reveal emotional truth

• How ZMET identifies the subconscious patterns that shape behavior

• The role of imagery and storytelling in uncovering hidden needs

• Examples of deep metaphors that changed brand strategy

• Why emotional meaning is the foundation of consumer decision making

• How deep metaphors support creative development and positioning

• The value of psychological depth in a fast-moving and automated world

• What it means to understand the stories behind customer choices

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In this episode of Signal & Noise, hosts Brian Lamar and Andrew DeCilles speak with Ben Cortese, Vice President of Decision Sciences and Innovation at KS&R, to explore how custom AI chatbots are reshaping the way research insights are accessed, shared, and expanded beyond traditional deliverables.

Ben explains how his team is combining qualitative and quantitative research with secure AI systems to build proprietary chatbots that allow clients to interact naturally with their own data. These tools help stakeholders ask new questions, explore nuances, and identify early opportunities without re-fielding studies or relying solely on static reports.

The discussion covers how KS&R structures these models to remain accurate, safe, and aligned with proven research findings. Ben also walks through the technical evolution of the tool, including early failures, the role of system guardrails, the importance of loading structured data, and why transparency and validation matter more than speed or novelty.

Key Takeaways:

• What it means to extend insights beyond traditional deliverables

• How custom chatbots are powered by proprietary qualitative content

• Why guardrails are essential to prevent drift, hallucination, and off-topic responses

• The process of grounding AI output to match known research narratives

• How AI can support ideation, early concept testing, and faster client exploration

• Where AI can accelerate the workflow versus where human judgment remains irreplaceable

• How researchers may evolve into curators, validators, and strategic translators

• The future role of AI in tracking, longitudinal analysis, and blended data environments

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In this episode of Signal & Noise, hosts Brian Lamar and Andrew DeCilles welcome the team from Verisoul, a company redefining fraud detection in market research. The guests include Henry LeGard, Founder and CEO, Joey Maddox, Chief Strategy Officer, and Erinn Taylor, who joins the conversation to explore how Verisoul uses banking-grade technology to detect and eliminate fraud while keeping real respondents in the data set.

Henry and Joey explain how Verisoul’s background in cybersecurity and fintech enabled them to develop invisible fraud-prevention tools that identify bots, VPN spoofers, and fraud rings in real time. The team discusses how their system detects human behavior through device patterns, network signals, and even physics-based methods like latency and impossible travel analysis, all without disrupting survey participants.

Brian and Andrew dive into how legacy fraud detection tools often over-block legitimate respondents, creating bias and frustration. The Verisoul team outlines how their approach balances protection with precision, reducing false positives and improving data integrity across the research industry. They also share insights from Verisoul’s large-scale fraud study that analyzed more than 50 million sessions, revealing global fraud trends and the role of device types in fraud rates.

Key Takeaways:

• How Verisoul applies banking-level fraud detection to market research

• The global scale of organized fraud farms and location spoofing

• The impact of false positives on respondent experience and data quality

• Privacy compliance across global markets

• Insights from Verisoul’s fraud research and data quality report

• The concept of real-time fraud and value scoring

• The growing importance of authenticated AI agents in fraud prevention

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In this no-filter episode of Signal & Noise, hosts Brian and Andrew dive into one of the most pressing issues in market research: the misuse of fraud detection platforms. They unpack how digital fingerprinting tools, while valuable, are often implemented in ways that damage data quality and block legitimate respondents.

Brian and Andrew explain how overly-aggressive fraud settings can create non-response bias, limit sample diversity, and frustrate real participants. They reveal why using multiple fraud detection tools or relying solely on automation can lead to distorted data and wasted resources.

They share lessons from industry research, stories of clients who turned off their fraud filters and saw better outcomes, and practical insights into balancing data protection with respondent experience. The conversation builds toward Brian’s “Eight Steps to Winning,” a clear framework to improve quality, restore trust, and move the industry forward.

Key Takeaways:

• Why misusing fraud detection tools can do more harm than good

• How false positives block real people and skew your data

• The hidden consequences of using multiple fraud platforms

• The Eight Steps to Winning framework for better data quality

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In this episode, Brian and Andrew sit down with Isaac Rogers, CEO of Sago Health, for an in-depth conversation about the rapidly changing world of healthcare research.

Isaac shares his path from technology entrepreneur to leading one of the most respected names in healthcare insights. Together, they explore how qualitative and quantitative research are merging, how artificial intelligence is shaping the future of patient and physician studies, and why the healthcare sector is becoming one of the most innovative areas in the research industry.

• Isaac’s Journey: How a single lunch meeting with Jim Bryson set the stage for an unexpected and rewarding career in market research.

• Sago Health’s Mission: What the company’s new independent structure means for clients and the healthcare research community.

• Hybrid Research: Why integrating qualitative and quantitative methods provides a more complete view of both patient and physician experiences.

• AI and Synthetic Data: How technology is helping researchers reach hard-to-find audiences and improve efficiency in healthcare studies.

• Industry Trends: How pharmaceutical companies, medical device manufacturers, and healthcare systems are adopting new methodologies faster than ever before.

Stay tuned until the very end of the episode to hear blends of expertise, humor, and practical insights!

Connect with Isaac Rogers on LinkedIn: Isaac Rogers

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In this episode of Signal & Noise, Brian Lamar sits down with Dan Foreman, one of the most influential voices in market research, to reflect on a 30-year career that has shaped the industry’s evolution from clipboards to AI. From launching global operations at FocusVision to investing in next-gen insight startups like Zappi, Dan has always been on the leading edge of innovation.

Dan shares his fascinating career path - starting as a researcher at Research International, then moving through marketing, consulting, and entrepreneurship - culminating in advisory roles across more than a dozen companies. He also dives deep into the founding of the ESOMAR Foundation, created to support researchers in crisis zones, and the impact of building community-driven change in a global industry.

The conversation explores Dan’s investment philosophy, how he evaluates new ventures using a mix of “science and X-factor,” and his latest venture into biotech and longevity through initiatives like The Infinite Games. With stories that span continents, boardrooms, and industries, this episode is a masterclass in staying curious, connected, and committed to meaningful innovation.

Key Takeaways:

• Career Longevity & Reinvention - How Dan’s career evolved through constant curiosity and boundary-pushing.

• ESOMAR Foundation Origins - The moving story behind founding a global nonprofit supporting researchers in need.

• Entrepreneurial Insight - What Dan looks for when investing: purpose, innovation, and a positive impact on the industry.

• M&A and Industry Shifts - His perspective on the Qualtrics-Press Ganey-Forsta merger and what it signals for the future.

• Biotech & Longevity Crossover - How Dan’s new ventures explore the intersection of human health, data, and innovation.

  
  

🔗 Connect with Dan Foreman on LinkedIn: Dan Foreman

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In this episode of Signal & Noise, Andrew and Brian are joined by Alex Millet, CEO of Brandtrust, for a thought-provoking conversation on the intersection of emotion, insight, and innovation. Alex explains how Brandtrust helps companies uncover the deeper psychological and emotional forces that shape consumer behavior, what they call “Human Truth.”

The discussion dives into how brands can balance data-driven decisions with empathy-driven understanding, especially in an era increasingly dominated by automation and AI. Alex shares his perspective on how human-centered storytelling, narrative research, and empathy-based strategy can transform how organizations connect with customers and build loyalty.

From uncovering the subconscious motives behind purchasing behavior to redefining what authentic branding means in a digital-first world, this episode is a reminder that even as AI advances, emotion remains the ultimate differentiator.

Key Takeaways:

• The Role of Emotion in Insight - Why understanding emotional motivation creates stronger, more resonant brand connections.

• Human Truth as a Competitive Edge - How Brandtrust’s approach helps organizations move beyond surface-level data to uncover deeper meaning.

• Empathy in a Digital Age - The importance of integrating humanity into strategy, storytelling, and leadership.

• AI Meets Emotion - How technology can support, but not replace, the human side of research and decision-making.

• Leading Through Story - Alex’s reflections on how great brands leverage emotional truth to inspire change from the inside out.

🔗 Learn more about Brandtrust: https://brandtrust.com/who-we-are/

🔗 Connect with Alex Millet on LinkedIn: Alex Millet

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In this episode of Signal & Noise, Andrew and Brian are joined by pollster Jeremy Zogby for a deep dive into the state of American politics, the growing power of independents, and what the future might hold for voters caught between two increasingly polarized parties.

Jeremy shares his perspective as Managing Partner of John Zogby Strategies, where he has led groundbreaking work on independent voter behavior, including his role as lead pollster for RFK Jr.’s 2024 presidential campaign. With a historian’s lens and decades of polling experience, he unpacks how political violence, economic uncertainty, and global shifts are reshaping the electorate.

Key Takeaways:

• The Rise of Independents - Why unaffiliated voters made up over a third of the electorate in 2024 and how they may shape the next cycle
  

• Polarization & Violence - How rising rhetoric and high-profile acts of violence could impact voter sentiment and long-term party alignment
  

• Third-Party Hurdles - Why structural barriers make it nearly impossible for a viable third-party movement, despite a strong public appetite
  

• Global & Economic Pressures - How shifting power toward the East, BRICS alliances, and U.S. economic instability could influence voter priorities
  

• The Next Generation’s Concerns - Housing affordability, retirement security, and job uncertainty as unifying issues across political lines
  

Jeremy also reflects on lessons from history, generational cycles, and his own family’s legacy in polling to frame today’s turbulence within a broader context.

🔗 Learn more about John Zogby Strategies & The Zogby Report podcast: johnzogbystrategies.com

🔗 Connect with Jeremy on LinkedIn: Jeremy Zogby

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In this episode of Signal & Noise, Howard Fienberg, Senior VP, Advocacy at Insights Association, returns for a wide-ranging conversation on the policies shaping the insights industry. With over 25 years of government affairs experience, Howard has been named a Top Lobbyist by the National Institute for Lobbying and Ethics and continues to be one of the strongest voices advocating for research professionals in Washington, D.C.

In this episode:

• The Privacy Patchwork - Why 20 states now have their own privacy laws, how California and Washington are setting the pace, and why a federal standard remains critical

• What Counts in Census 2030 - How upcoming tests, government shutdown risks, and funding gaps could impact the next decennial count and why it matters for research professionals

• AI in the Crosshairs - The latest on state and federal AI regulations, transparency requirements, and how the Insights Association’s Code of Standards is evolving to cover new technologies

• Independent Contractors & Incentives - The ripple effects of state-level attempts to redefine independent contractors and even mandate minimum payments for research participants

• Practical Takeaways for Researchers - Why compliance depends on where respondents live, the risks of pseudonymous data, and how companies can prepare for shifting definitions of privacy

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In this episode of Signal & Noise, Andrew and Brian take you behind the curtain again on one of the most buzzworthy topics in market research: synthetic panels. After meeting with four different providers in a single day, they share candid reactions, surprising truths, and why the future may not be what you think.

But first, Brian gives a quick recap of his trip to CrimeCon in Denver, a subculture of true crime enthusiasts that had eerie parallels to how niche communities form in market research.

This episode is part myth-busting, part roadmap, and part rallying cry for researchers curious (and cautious) about synthetic data. Tune in now to filter out the noise!

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