Intellicast S5E1 – Welcome to Season 5

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Intellicast S5E2 – Talking Data Privacy Legislation with Howard Fienberg of the Insights Association
January 13, 2022
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Intellicast S5E1 – Welcome to Season 5


Welcome back to Intellicast! Brian Lamar and Producer Brian are back to kick off season 5.

The guys kick off the episode talking about Ryan Smith’s recent purchase of the Major League Soccer Team in Salt Lake City, Real Salt Lake. Both guys discuss how it is a dream to be able to buy a sports team.

Next, the guys jump into recent market research news.  In the first story, the guys talk about Nielsen’s new deduplicated ad measurement platform called Nielsen One Alpha. The guys discuss how they think this is the future of ad measurement since people are using different screens to consume content, or even using multiple screens at once.

Next, the guys discuss a new acquisition by Numerator. What was a pleasant surprise for the guys was that it was Numerator that made the acquisition, not Kantar.

Next, Brian and Brian touch on the Cint/Lucid acquisition being finalized. They both talk about how quickly it closed. This naturally leads to some speculation on what Patrick Comer might be up to next.

In the last news story of the day, the guys discuss the announcement from the US Census Bureau about its methodology to help reduce the impact of Covid-19 on the quality of its American Community Survey (ACS) five-year data, ahead of an expected March 2022 release date.

In the last segment of the episode, Brian and Brian discuss a recent article published by INC. called, 3 Ways Market Research Makes You Dumber and What to Do Instead. They dig into the article and give their opinions on what the author states in the article.  They both agree the article is clickbait and more of a description of a dysfunctional organization than an indictment of market research firms. You can read it here (

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