🔍 Episode Overview
In this premiere episode of The Deep Dive, Melanie Courtright shares her expert perspective on the evolving role of market research and insights. As CEO of the Insights Association, she offers a unique view into the challenges and opportunities facing the industry, especially in the age of AI and big data. This episode offers a candid and insightful look into the future of the insights industry, highlighting the need for adaptability, ethical responsibility, and strategic thinking.
💡 Key Highlights
- Industry Transformation
The insights profession is shifting from traditional measurement to delivering foresight and impact. Success now depends on solving real pain points and communicating clear value.
- Trust & Transparency
Data quality and ethical AI use are central concerns. Melanie emphasizes the importance of transparency and consistent ethical standards to rebuild trust.
- AI: Challenge & Opportunity
AI is reshaping how data is collected, analyzed, and activated. While it offers powerful tools, it also introduces complexity around data rights, quality, and participant behavior. The industry is progressing along the technology adoption curve, with mainstream uptake in operational areas and growing use in insights generation.
- Leadership & Career Advice
Melanie encourages researchers to view themselves as evolving products and brands. Her leadership style is rooted in curiosity, servant leadership, and continuous reinvention.
🧠 Quotable Moments
“We’re not just measuring people anymore. We’d better be able to deliver an insight that hits the balance sheet.”
“Trust is quickly broken, healable—but it usually takes longer to heal than to break.”
“Innovate or evaporate. Evolve or go extinct. Adapt or die.”
Brands you’ll hear from
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