Intellicast

Welcome back to Intellicast! On today’s episode, Brian is joined by EMI’s Director of Research, Aron Wilson, to talk about the latest news from around the market research industry. Kicking off the episode, the two dive into a new partnership between the Data Quality Co-op and Dig Insights. The partnership brings continuous, independent quality validation into the research process, signaling a shift toward greater accountability across providers. As Brian notes, the industry is moving toward a “prove it” moment for quality claims, where measurement and transparency are becoming table stakes. The conversation then shifts to concerns raised by the Insights Association around proposed changes to the 2026 census. Aron outlines how adjustments to the methodology of such a critical benchmark could impact the accuracy of research that depends on it. They note that any disruption to how the census is conducted could introduce bias into research outputs. AI continues to dominate the industry conversation, with Bria