In this episode of Signal & Noise, Andrew and Brian sit down with David Butler, President of PureSpectrum, to unpack the company’s newly expanded partnership with Qualtrics and what it means for the future of synthetic data in market research.

David shares insights on:

• His journey at PureSpectrum and transition into the role of President.

• The collaboration with Qualtrics to enhance synthetic respondent capabilities.

• How PureSpectrum is leveraging micro-surveys and longitudinal data to fine-tune synthetic models.

• Opportunities and challenges in using synthetic panels for sensitive research, difficult-to-reach populations, and faster iteration.

• The ongoing importance of human data in grounding AI-driven insights.

The conversation also covers broader industry themes like data quality, the shift toward shorter, more engaging surveys, and how synthetic insights could reshape research practices in the years ahead.

To lighten things up, the episode ends with a round of rants from the headaches of time zones to the value (or lack thereof) of conferences.

Connect with Signal & Noise:

• LinkedIn

• YouTube

• ROI Rocket

Connect with David:

• LinkedIn
  

In this fiery episode, hosts Brian and Andrew tackle one of the most pressing and frustrating issues in market research: data quality. After weeks (more like years) of conversations with clients, researchers, and suppliers, the hosts dive deep into why data quality feels like it’s getting worse, why the industry keeps masking the problem, and whether brands should even care.

From the massive waste caused by fraud prevention and data cleaning to the commoditization of sample providers, Brian and Andrew don’t hold back in asking the hard questions. Does a poor-quality sample matter if agencies clean it all up before it reaches brands? And if not, what’s the long-term cost to the industry?

If you have thoughts on Data Quality (rants or solutions), or are interested in being a guest on the show, Brian and Andrew want to hear from you!

Connect with us:

• LinkedIn

• YouTube
  
• 
  ROI Rocket

In this episode of Signal and Noise, hosts Brian and Andrew are back with a fresh dose of industry insights, hot takes, and personal stories, diving into three major topics shaking up the research world. They kick things off with the Qualtrics and Pure Spectrum partnership, exploring whether this could be the turning point for synthetic data in market research, the strengths and weaknesses of the approach, and the likely future of hybrid panels. Next, they spotlight the rebrand of Azure Knowledge to Mavericks, debating why the change was made and whether it works, while having some fun with its pronunciation and branding implications. Finally, they break down the recent IRS decision to raise the 1099-K reporting threshold from $600 to $2,000, discussing what it means for research participants, particularly those in healthcare and qualitative studies.

If you have thoughts on synthetic data, rebranding in the insights space, or want to join the conversation, Brian and Andrew want to hear from you!

Connect with us:

• LinkedIn

• YouTube

• ROI Rocket