# The Redesign of the Insights Industry with Jim Whaley

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Podcast: [Insights & Innovators Podcast from MRII](https://stenobird.com/podcast/insights-innovators-podcast-from-mrii-7077675)
Published: 2026-09-24T10:00:00+00:00
Episode link: https://insights-innovators.captivate.fm/episode/the-redesign-of-the-insights-industry-with-jim-whaley
Audio file: https://episodes.captivate.fm/episode/a6921938-cd4d-4923-a538-7c3dc4efbb8c.mp3
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JSON: https://stenobird.com/v1/public/podcasts/insights-innovators-podcast-from-mrii-7077675/episodes/the-redesign-of-the-insights-industry-with-jim-whaley
Duration seconds: 2136

## Resource

The insights industry isn’t in decline, it’s being redesigned, and AI is accelerating that shift. In this episode, Jim Whaley, CEO OvationMR, joins host Jon Last, President, Sports and Leisure Research Group, to reframe what AI is really disrupting in market research: tasks like fast fielding, charting, and basic summaries, not the core purpose of insight. They explore why organizations confuse activity with value, how the “kindergarten” moment of AI creates excitement and anxiety, and why fluent answers aren’t always true answers. Jim outlines the risks of “synthetic certainty,” the need for inclusive leadership when adopting AI, and why younger researchers should focus less on producing outputs and more on helping people learn and make better decisions. 00:00 Define Yourself by Impact 00:26 Podcast Intro and AI Redesign 02:10 Decline Versus Redesign 03:54 Tasks Disrupted Not Insight 05:33 Kindergarten AI Metaphor 08:32 We Have Been Here Before 12:53 Loud Voices and Governance 15:46 Insights as Learning Systems 18:39 Fluency Versus Truth 22:43 Synthetic Certainty Tradeoffs 25:31 Leadership Skills for Researchers 29:08 Optimism and Domain Expertise 33:06 Closing Thanks and Subscribe Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network Explore more episodes and resources → https://www.greenbook.org/podcast-network Learn more about MRII → https://mrii.org/

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