Leveraging AI implicit testing, and integrated methodologies with Todd Kirby

We recently spoke on our Now That's Significant podcast with seasoned market research and insights professional Todd Kirby. With over two decades of experience, Todd has led revenue-generating research teams, developed cutting-edge analytics storytelling techniques, and contributed to award-winning campaigns. His expertise spans industries such as auto, CPG, media, and retail, making him a key voice in the evolution of market research.

Three Forces Shaping Market Research

Todd highlights three transformative forces converging to reshape the industry:

1. Artificial Intelligence (AI) – AI is rapidly advancing, offering unprecedented capabilities for data analysis, automation, and predictive insights. While it presents immense opportunities, Todd stresses the importance of ethical and principled use in market research.

2. Advanced Research Methods – The rise of behavioral science, implicit psychology, and emotion-based measurement allows for deeper, more meaningful insights. These methodologies are becoming more accessible and scalable, changing how brands understand and connect with consumers.

3. Technology and Platforms – The ability to access insights instantly through intuitive platforms is revolutionizing how researchers and marketers make decisions. Market research suppliers are now focusing on seamless, user-friendly interfaces to empower clients with real-time data.

Bridging the Gap Between Consumers and Brands

Todd discusses a recent study commissioned by iHeart Media and Pushkin Industries, which found that nearly half of Americans feel disconnected from brand messaging. This “insight gap” underscores the need for more advanced, scalable research methods that go beyond traditional surveys to capture true consumer sentiment.

He also touches on the importance of integrating AI and behavioral science into research practices while ensuring data integrity, transparency, and ethical usage. Market researchers must overcome biases and demonstrate the tangible value of newer methodologies to drive adoption.

A Call for Collaboration and Innovation

Looking ahead, Todd emphasizes the importance of industry-wide collaboration. He envisions a future where research methodologies are seamlessly integrated into strategic decision-making through AI-driven insights. However, he acknowledges the challenges of change and encourages market research professionals to embrace innovation rather than resist it.

From refining data collection to improving advertising impact, Todd believes that the industry is at a turning point. By combining AI, emotion-driven insights, and cutting-edge technology, market research can finally bridge the gap between brands and consumers—leading to more effective, meaningful connections.

Listen to the full conversation on the latest episode of Now That’s Significant to explore how market research is evolving and what the future holds.