Episode 2: What’s Real Anymore? AI & Sample Integrity with Rick Kelly

In an era of rising automation and declining confidence in sample quality, how do we stay human-centered in research?

Cynthia Harris, sits down with Rick Kelly, Chief Strategy Officer at Fuel Cycle, for a timely conversation on fraud, authenticity, and the evolving role of AI in the insights industry. Together, they unpack the persistent trust issues plaguing sampling, challenge some of the biggest misconceptions about the industry, and explore why AI won’t replace researchers—but will transform how we work.

Rick also shares his personal journey into market research, why he’s energized by lifelong learning, and how he thinks about the future of “good data.” The episode wraps with a rapid-fire round that reveals a few unexpected truths about Rick and where the industry may be headed. If you’ve ever found yourself asking, “What’s real anymore?” this one’s for you.

 

Your peek behind the curtain of the insights industry starts here. Enjoy this episode of Research Revealed!

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Episode created and produced by Cynthia Harris and Emily Byrski of 8:28 Insights.

🎵 Opening music created by friends of the 8:28 Insights Collective, Swoope and Natalie Lauren Sims.