Discover how AI is revolutionizing market research in today's episode of MRII's Insights and Innovators podcast. Join host Jon Last, President of Sports and Leisure Research Group, as he speaks with David Boyle, Director at Audience Strategies. David shares his journey through various industries, culminating in the integration of AI-driven insights into market research. He discusses the impact of AI on audience segmentation, the importance of strategic thinking in research, and offers advice for future leaders in the field. Learn about the four Ps framework for effective language model usage and how AI can enhance your research capabilities.

00:00 Introduction and Sponsor Message

00:32 Host Introduction and Episode Overview

01:17 David Boyle's Career Journey

02:55 The Role of AI in Market Research

06:18 AI's Impact on Audience Segmentation

12:55 The Four Ps Framework for Effective AI Use

15:04 Pragmatic Advice for Future Leaders

17:56 Conclusion and Farewell