How can established insights organizations innovate with AI without sacrificing the rigor and trust that made them successful? Thania Farrar, Senior Vice President of Corporate Innovation at Burke, joins Lenny Murphy to explore how the firm is evolving from traditional market research toward decision intelligence. They discuss building AI-enabled systems that connect fragmented data, deliver insight closer to the moment of decision, and preserve the value of expert judgment. Thania also explains why high-quality human data remains essential, how transparency strengthens client relationships during uncertain times, and why governance, privacy, and provenance could shape AI adoption. The conversation closes with a call for greater industry collaboration and renewed attention to qualitative research, behavioral science, and the complexities that make people—and business decisions—impossible to reduce to data alone.

Key Discussion Points

  • How Burke is evolving its long history of research innovation into a more intentional decision intelligence model.
  • Why AI can accelerate insight production, but cannot replace quality data, expert judgment, and human understanding.
  • How connected data systems can shorten the distance between a business question and a confident decision.
  • Why trust, transparency, governance, privacy, and data provenance will be essential to responsible AI adoption.
  • The growing importance of qualitative research, behavioral science, and industry-wide knowledge sharing.


Resources and Links


You can reach out to Thania Farrar on LinkedIn

Many thanks to Thania Farrar for being our guest. Thanks also to our production team and our editor at Big Bad Audio.

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