Making Sense of AI in Modern Market Research with Brandon Richard | Signal & Noise Ep 16

In this episode of Signal and Noise, hosts Brian Lamar and Andrew DeCilles sit down with Brandon Richard, Senior Vice President at The Link Group and a long-time AI enthusiast who has been leading multiple AI initiatives across qualitative and quantitative research. Together, they unpack what is actually happening in the research industry as companies race to understand and apply artificial intelligence.

The episode also explores the limits of AI-generated synthesis, the need for trust and human verification, the challenges of capturing nuance in qualitative work, and why the industry must avoid falling into the trap of faster and cheaper at the expense of true insight. Brandon highlights the importance of friction in the research process, explaining that many of the valuable ideas and breakthroughs come from the messy and human parts of research, not simply the final deliverable.

Key Takeaways:

• Where AI synthesis supports analysts and where it still falls short

• Practical examples of AI being used before and after qualitative work

• A balanced view of synthetic samples, digital twins, and personas

• Why accurate forecasting and real-time insight remain difficult for AI

• The risks of creating research that is fast and cheap but not meaningful

• Why friction in research often produces the best insights

• What the future of human plus AI collaboration should look like

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