Re-learning the audience in an age of distrust with Martin Eichholz and Katie Buckley

Examine the tension between AI automation and the need for human closeness in consumer insights. Martin and Katie, Managing Partners at Basis Research, share why businesses return to custom models for strategic decisions and how brands can deal with a growing culture of consumer distrust. They address the potential gap in junior researcher development as technology absorbs entry-level tasks and why mentoring matters more than ever for the next generation of strategists.