Human-powered sampling in the age of ai with Lisa Wilding Brown

AI is accelerating research, but it isn’t replacing human judgment.

In this episode of The Curiosity Current: A Market Research Podcast, Molly Strawn-Carreño is joined by Lisa Wilding Brown, CEO at InnovateMR. They discuss hybrid research methodologies, human-powered sampling, and how to protect data quality in an era defined by speed, automation, and AI.

Drawing on more than two decades in digital research, Lisa explains why quality exists on a spectrum and why fraud is only one piece of the equation. From survey design and respondent experience to field time compression and incidence rates, she outlines the trade-offs researchers often overlook when prioritizing speed. With nearly half of global online traffic estimated to be non-human, Lisa emphasizes that quality is a shared responsibility between researchers, sample providers, and technology partners.

The conversation also explores the strategic thinking behind InnovateMR’s acquisition of Ivy Exec and the growing demand for hybrid qualitative and quantitative solutions. By integrating expert networks with large-scale sampling, research teams can move beyond isolated data points and toward more holistic, forward-looking insights.

As AI continues to reshape workflows, Lisa offers a pragmatic perspective: treat AI as fit-for-purpose. Use it to remove repetitive tasks, accelerate iteration, and enhance operational efficiency. However, reserve high-stakes decisions for real human context and validation. AI can sharpen processes, but empathy, nuance, and trust remain fundamentally human.

The episode closes with a personal reflection on curiosity, risk-taking, and career growth. From aspiring journalist to CEO, Lisa shares why growth never happens inside your comfort zone. She emphasises how doing the hard, uncomfortable things often creates the greatest professional acceleration.

What You’ll Learn:

Why data quality is a shared responsibility and why no vendor can “solve” fraud alone
How to think about AI as fit-for-purpose instead of a replacement for human insight
The trade-offs between speed, incidence rate, and field time in modern sampling
Why respondent experience directly impacts data integrity
How hybrid qualitative and quantitative models create more holistic insight
When faster fieldwork creates hidden costs in data quality
Why career growth requires stepping outside your comfort zone

About the Guest:
Lisa Wilding Brown is CEO at InnovateMR, a global sampling and data collection company focused on delivering high-quality, tech-enabled research solutions. With more than two decades in digital research, Lisa has played a pivotal role in advancing online methodologies, panel development, and hybrid qualitative-quantitative approaches across the industry.

She is an Insights Association Laureate, a former member of the SMAR Council, and a founding member of the Multicultural Insights Collective. Lisa also serves on the boards of WIRE and SampleCon, has been named to the Insight250 list, and was recognized as an MRS Research Hero in 2021.

Known for her focus on data integrity, respondent experience, and human-powered sampling, Lisa is a respected voice on the evolving intersection of technology, AI, and research quality.

Episode resources:

Lisa Wilding-Brown on LinkedIn
InnovateMR Website
Molly Strawn-Carreño on LinkedIn
The Curiosity Current: A Market Research Podcast on Apple Podcasts
The Curiosity Current: A Market Research Podcast on Spotify
The Curiosity Current: A Market Research Podcast on YouTube