11 Hours of Media a Day and You Want Them to Take Your Survey?

Welcome back to Intellicast! On today’s episode, Gabby Blados returns for another market research news roundup with Brian. The two dive into the latest industry headlines, including a healthcare panel rebrand, new approaches to detecting AI-generated responses, some eye-opening media consumption statistics, new AI regulations in the EU, and the latest data on the U.S. insights industry.

Kicking off the episode, Brian and Gabby discuss Reckner Health’s rebrand to TestSet Health. The move follows Reckner joining the ACKWEST portfolio in 2025 and reflects a broader effort to bring several brands under the TestSet umbrella. Brian and Gabby discuss the benefits and potential challenges of consolidating brands following acquisitions, including maintaining existing brand equity while creating a clearer identity for clients.

The conversation then turns to data quality as InnovateMR expands its QualityScore suite with additional identity verification and text analysis capabilities. The announcement sparks a broader discussion about the industry’s continued shift toward protecting quality throughout the entire research lifecycle rather than relying solely on post-survey cleaning. They also dig into the growing challenge of identifying AI-generated responses and the seemingly endless race between increasingly sophisticated fraud and the tools designed to detect it.

That leads to a discussion about Anthropic’s recent announcement around watermarking their responses and whether greater transparency could make AI-generated content easier to identify. While watermarking could provide another useful tool in the fight against fraud, Brian and Gabby point out that the reality is more complicated. With people using AI for everything from generating complete responses to simply checking grammar, determining exactly what qualifies as “AI-generated” can quickly become a gray area.

Next, Brian and Gabby look at new data from Ampere Analysis showing consumers in the U.S. and U.K. spend nearly 11 hours per day consuming media. Beyond debating whether that number sounds surprisingly high (or low depending on how you look at it), they discuss what it means for market research. Surveys aren’t just competing against other surveys for respondents’ time. They are competing with streaming services, social media, YouTube, video games, and nearly every other form of entertainment. If researchers want respondents to give up some of that time, creating engaging experiences and offering the right incentives becomes even more important.

The episode then shifts back to AI as Brian and Gabby discuss the European Union announcement that they will begin enforcing its Artificial Intelligence Act. The act’s new transparency requirements will require users to be informed when they are interacting with AI and when certain content has been generated or altered using AI. While both see the value of greater transparency, they also discuss some of the unanswered questions around what constitutes AI-generated or AI-altered content, especially as AI becomes embedded in more everyday workflows.

In the final segment, Brian and Gabby unpack findings from the Insights Association’s 2026 State of the U.S. Insights & Analytics Industry Report. While the overall industry continues to grow, that growth is increasingly shifting toward technology-driven segments as traditional market research faces pressure from demand for faster, automated, and more integrated insights. Despite those changes, one thing remains clear: high-quality human data is still essential. AI and synthetic approaches may continue to expand, but understanding unpredictable human behavior still requires actual humans.

Thanks for tuning in!

You can download your copy of the Insights Association’s 2026 State of the U.S. Insights & Analytics Industry Report here: https://www.insightsassociation.org/Resources/2026-Insights-Analytics-Market-Report