Intellicast

Welcome back to Intellicast! On the final episode of 2025, Brian is joined once again by Gabby Blados to reflect on some of the biggest trends, news stories, and more that shaped market research this year. Kicking off the episode, Brian and Gabby walk through some of the major people-on-the-move news from across the industry. Leadership changes, promotions, and board elections signaled a period of transition for some in the industry. The conversation quickly turns to data quality, which Brian and Gabby agree became the single most important issue of 2025. While concerns around fraud and quality have existed for years, this was the year those conversations became unavoidable. The OP4G and Slice MR case stands out as the defining moment, not just because of its scale, but because it introduced real consequences. Legal action, charges, and accountability forced the entire industry to pay attention in a way it hadn’t before. As a result, data quality went from being a recurring conference topic to a priority