Martin Eichholz and Katie Buckley join Stephanie Vance and Molly Strawn-Carreño to share their perspectives on the role of custom research in an AI-heavy world. As Managing Partners of the US consumer practice at Basis Research, they represent a yin and yang partnership of quantitative and qualitative expertise. They explain why clients still value a strategic brain trust over standardized platforms, emphasizing that you cannot automate how people change, learn, or make choices.

The group examines the age of distrust where consumers no longer take brand narratives at face value. Martin and Katie suggest that brands must work harder to earn relevance by getting out of the office and into real-world environments. They challenge traditional views on linear consumer journeys, arguing that modern behavior is more like a swirl of touchpoints. Finally, they address the risks to the apprenticeship model in research suggesting that as AI takes over technical tasks, junior researchers must focus on developing business acumen and building strong stakeholder relationships to secure their future in the industry.

About the Guests:
Martin Eichholz is a Managing Partner for the US consumer practice at Basis Research. He brings a quantitative and segmentation-driven background to his work, combining business thinking with data expertise. He focuses on translating the challenges of a changing industry into strategic opportunities.

Katie Buckley is a Managing Partner for the US consumer practice at Basis Research with a background in qualitative strategy and cultural understanding. She specializes in building genuine connections and uncovering why people act the way they do. Her goal is to help clients care about their consumers through immersive research.