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Introducing Brand Relevance in the Age of AI — A Special Series of Burke's BeyondMeasure Podcast. The path to purchase is evolving. Consumers are increasingly turning to large language models (LLMs) and AI-powered platforms to research products, compare options, and seek recommendations, redefining the traditional discovery journeys. Our series will explore how Answer Engine Optimization (AEO) is emerging alongside SEO, why trust remains critical, and what brands can do to remain visible and relevant in this new environment. In this third and final episode, What Insights Leaders Should Do Next, host ⁠Eric Scheer⁠—alongside ⁠Kim Winburn of Mars Petcare⁠, ⁠Adam Bittner of BrandRank.AI⁠, and Burke’s ⁠James Sorensen⁠—shift the conversation from understanding AI-driven search to taking action. Drawing on diverse perspectives, they’ll examine the operational challenges brands face, the critical role insights leaders can play, and why success in this new environment requires organizations to think beyond traditional audiences, and consider how both consumers and AI systems experience their brands. Tune in to learn: How leading organizations are building internal alignment and ownership around AEO initiativesWhy insights teams are uniquely positioned to guide brands through AI-driven changePractical steps marketers and insights leaders can take today to improve visibility, relevance, and readiness for the future of consumer discovery Whether you're an insights professional, marketer, brand leader, or digital strategist, this episode offers actionable guidance for navigating one of the most significant shifts in consumer behavior and information discovery. You'll come away with ideas for how to assess your brand's current presence, engage stakeholders across the organization, and begin building a strategy for a world increasingly shaped by AI-powered recommendations and decisions. For more information on how to navigate AI-driven consumer behavior, visit ⁠Burke's Expert-led AI Brand Strategy⁠ resources. Thanks for listening! Please subscribe to be notified of future episodes of ⁠Burke’s BeyondMeasure podcast⁠.

Introducing Brand Relevance in the Age of AI — A Special Series of Burke's BeyondMeasure Podcast. The path to purchase is evolving. Consumers are increasingly turning to large language models (LLMs) and AI-powered platforms to research products, compare options, and seek recommendations, redefining the traditional discovery journeys. Our series will explore how Answer Engine Optimization (AEO) is emerging alongside SEO, why trust remains critical, and what brands can do to remain visible and relevant in this new environment. In this second episode, Rethinking Brand Building for AI Search, host ⁠Eric Scheer⁠ continues the AI-driven search discussion with ⁠Kim Winburn of Mars Petcare⁠, ⁠Adam Bittner of BrandRank.AI⁠, and Burke’s ⁠James Sorensen⁠. Building on the foundation established in Episode 1, they examine how the shift from links (SEO) to answers (AEO) is changing the marketing playbook and what brands must do to remain relevant in an AI-first discovery environment. Perspectives are shared on media effectiveness, shopper marketing, brand strategy, and AEO, exploring how organizations can prepare for a future where being the answer may matter more than being the top search result. Tune in to learn: How AI-driven search is reshaping the marketing funnel and consumer considerationWhy brand visibility, relevance, and content readiness matter more than everWhat leading organizations are doing today to build an effective AEO strategy and prepare for the future of agentic commerce Whether you're responsible for digital marketing, media planning, brand strategy, or customer experience, this episode offers practical guidance for navigating a landscape where AI is influencing how people discover, evaluate, and ultimately choose brands. For more information on how to navigate AI-driven consumer behavior, visit ⁠Burke's Expert-led AI Brand Strategy⁠ resources. Thanks for listening! Please subscribe to be notified offuture episodes of ⁠Burke’s BeyondMeasure podcast⁠.

Introducing Brand Relevance in the Age of AI — A Special Series of Burke's BeyondMeasure Podcast. The path to purchase is evolving. Consumers are increasingly turning to large language models (LLMs) and AI-powered platforms to research products, compare options, and seek recommendations, redefining the traditional discovery journeys. Our series will explore how Answer Engine Optimization (AEO) is emerging alongside SEO, why trust remains critical, and what brands can do to remain visible and relevant in this new environment. In this first episode, Understanding the New Discovery Journey, host Eric Scheer — alongside Kim Winburn of Mars Petcare, Adam Bittner of BrandRank.AI, and Burke’s James Sorensen —examines the growing role of AI-powered search and what it means for marketers navigating a rapidly changing landscape. Tune in to learn: How AI-powered search is changing consumer discovery and shopping behaviorWhy AEO and SEO serve different but complementary roles in the customer journeyWhat brands can do today to become more discoverable, credible, and answer-ready in AI environments Whether you're responsible for brand strategy, shopper insights, digital marketing, or customer experience, this episode offers practical perspectives on one of the most important shifts affecting how consumers find brands today. For more information on how to navigate AI-driven consumer behavior, visit Burke's Expert-led AI Brand Strategy resources. Thanks for listening! Please subscribe to be notified of future episodes of Burke’s BeyondMeasure podcast.

Episode Five Is Here! Activating ADVOCACY — The Purpose, Belief, and Power to Move Brands Forward in Burke’s Relevance + Momentum Series.   In our series finale, hosts ⁠⁠⁠⁠Jeremy Cochran, PsyD⁠⁠⁠⁠ and ⁠⁠⁠⁠KelseySchmeckpeper⁠⁠⁠⁠ turn to ADVOCACY, the dimension of Relevance + Momentum that reflects what brands stand for, how clearly they express their beliefs, and whether consumers see them taking meaningful action.   Advocacy isn’t about politics or performative messaging. It’s about conviction, consistency, and credibility. Jeremy and Kelsey explore how brands earn trust by aligning belief with behavior, and what happens when that alignment breaks down. You’ll learn:  ➡️ What Advocacy means in the Relevance + Momentum framework➡️ The two signals that define Advocacy: clear beliefs and visible action➡️ Why brands like Patagonia and Dove set the standard for authentic advocacy➡️ How inconsistency can erode trust, with lessons from Target’s evolving advocacy story➡️ Six best practices for building advocacy that strengthen both brand and business   From emotional capital and employee pride to long-term loyalty and resilience, this episode shows how Advocacy turns purpose into momentum, and why the brands that lead tomorrow will be the ones that stand for something today. For more information on how you can leverage the Relevance + Momentum framework to move your brand forward, visit ⁠⁠⁠⁠⁠Burke's ⁠⁠⁠Brand Strategy⁠⁠⁠⁠⁠.   Thanks for listening! Please subscribe to be notified of future episodes of ⁠⁠⁠⁠Burke’s ⁠⁠⁠⁠⁠⁠⁠BeyondMeasure⁠⁠⁠⁠⁠⁠⁠ podcast⁠⁠⁠⁠.

Episode Four Is Here! Unlocking VIBRANCY — The Energy Behind Brand Momentum in Burke’s Relevance + Momentum Series.   In this episode, hosts ⁠⁠⁠Jeremy Cochran, PsyD⁠⁠⁠ and ⁠⁠⁠KelseySchmeckpeper⁠⁠⁠ dive into VIBRANCY — the dimension of Relevance + Momentum that captures how alive, active, and forward-moving a brand feels.    Vibrancy is the buzz consumers feel when a brand seems innovative, visible, and culturally present. It’s not just about growth, it’s about momentum you can sense. Jeremy and Kelsey unpack how vibrancy is measured, why it fuels perceptions of success, and how brands stay relevant without chasing empty hype. You’ll learn: ➡️ What Vibrancy really measures and why perception matters more than intent ➡️ The two signals of Vibrancy: innovation and buzz ➡️ Why brands like Liquid Death, Delta, Chick-fil-A, Coke, and Duolingo feel energetic and in motion ➡️ How low-vibrancy brands fade from conversation even with strong awareness ➡️ Practical ways brands can build energy with purpose, not noise   Whether you’re launching something new or reinvigorating an established brand, this episode shows why Vibrancy is the spark that turns relevance into momentum, and keeps brands moving forward. For more information on how you can leverage the Relevance + Momentum framework to move your brand forward, visit ⁠⁠⁠⁠Burke's ⁠⁠⁠Brand Strategy⁠⁠⁠⁠.   Thanks for listening! Please subscribe to be notified of future episodes of ⁠⁠⁠Burke’s ⁠⁠⁠⁠⁠⁠⁠BeyondMeasure⁠⁠⁠⁠⁠⁠⁠ podcast⁠⁠⁠.

What does it really mean to lead with humanity in a world defined by rapid change? In this inspiring episode, host Troy Geesaman sits down with Tara Marotti, President & CEO of Burke, Inc., for a candid conversation about the leadership philosophy shaping Burke’s next chapter. Drawing on Troy’s Humanity-Centered Leadership framework—rooted in humility, compassion, grace, and hope—Tara reflects on her own people-first approach and how these often-overlooked virtues drive real accountability, trust, and organizational strength. From navigating fast-paced technological change to fostering meaningful relationships across teams, Tara shares stories that reveal how humanity becomes a strategic advantage. Together, Tara and Troy explore: Why humility unlocks better decision-making and stronger teamsHow compassion paired with clarity sustains accountabilityThe quiet power of grace—in conflict, in growth, and with ourselvesWhy hope is essential for energizing organizations and envisioning the futureWhat humanity-centered leadership looks like in practice at an employee-owned company Whether you’re a seasoned leader or an aspiring one, this episode invites you to rethink leadership not as a set of tactics, but as a way of showing up for others—and for yourself. Discover how leading with humanity can transform cultures, strengthen results, and create workplaces where people truly thrive. Thanks for listening! Please subscribe to be notified of future episodes of ⁠⁠⁠Burke’s ⁠⁠⁠⁠⁠⁠⁠BeyondMeasure⁠⁠⁠⁠⁠⁠⁠ podcast⁠⁠⁠.

Episode Three Is Here! Understanding PRESENCE — The Foundation of Brand Strength in Burke’s Relevance + Momentum Series   In this episode, hosts ⁠⁠Jeremy Cochran, PsyD⁠⁠ and ⁠⁠KelseySchmeckpeper⁠⁠ unpack PRESENCE — the dimension of Relevance + Momentum that answers the fundamental question: How well do people know your brand? Presence is much more than awareness. It’s about memory, recall, consideration, and real experience—the mental and lived footprint your brand holds in people’s lives. Jeremy and Kelsey break down the five components of Presence and reveal why it’s the single biggest driver of total brand strength.   You’ll learn: ➡️ What Presence really measures—and why it’s more than name recognition➡️ The five elements of Presence, from top-of-mind recall to past purchase➡️ Why brands like IKEA, Tesla, and Airbnb feel bigger than their actual usage➡️ How presence erodes when awareness doesn’t match experience➡️ Why marketers must balance performance marketing with long-term brand building Whether you're growing a new brand or accelerating an established one, this episode shows why awareness is essential—but not enough. Presence is where brand strength begins, but meaning is what makes it stick. For more information on how you can leverage the Relevance + Momentum framework to move your brand forward, visit ⁠⁠⁠Burke's ⁠⁠⁠Brand Strategy⁠⁠⁠.   Thanks for listening! Please subscribe to be notified of future episodes of ⁠⁠Burke’s ⁠⁠⁠⁠⁠⁠⁠BeyondMeasure⁠⁠⁠⁠⁠⁠⁠ podcast⁠⁠.

Episode Two Is Here! Exploring DISTINCTION — A New Installment of Burke’s Relevance + Momentum Series   In this episode, hosts ⁠Jeremy Cochran, PsyD⁠ and ⁠KelseySchmeckpeper⁠ shift the spotlight to DISTINCTION—the dimension of Relevance + Momentum that reveals why a brand stands out and why consumers choose it.    Distinction is more than being different. It’s about being different in a way that matters—It’s about being different in a way that matters—a blend of both uniqueness and premium that creates desire, signals purpose, and earns loyalty. Jeremy and Kelsey dig into what separates truly distinct brands from those that drift into sameness, with real-world examples spanning beauty, retail, tech, automotive, and even roadside convenience stores.   Tune in to learn: What Distinction really measures—and why it’s more than just noveltyHow Distinction erodes—and how smart brands rebuild itFour best practices to strengthen Distinction in your own brand strategyExamples of standout brands like The Ordinary, Stanley, Crocs, and GAP  What makes this episode essential? You’ll hear how Distinction shapes choice—why consumers say “I could buy anything, but I’m choosing this brand.” Jeremy and Kelsey explore the pitfalls of blending in, the risks of going too premium or too quirky, and the moves modern brands are making to reclaim relevance in crowded categories.   Whether you’re designing a brand identity, evolving an established brand, or helping teams understand the “why us?” at the core of differentiation, this episode reveals the spark that turns consumer recognition into desire. For more information on how you can leverage the Relevance + Momentum framework to move your brand forward, visit ⁠⁠Burke's ⁠⁠⁠Brand Strategy⁠⁠.   Thanks for listening! Please subscribe to be notified of future episodes of ⁠Burke’s ⁠⁠⁠⁠⁠⁠⁠BeyondMeasure⁠⁠⁠⁠⁠⁠⁠ podcast⁠.

Introducing Relevance + Momentum — A Special Series of Burke's BeyondMeasure Podcast.   In this first episode, hosts Jeremy Cochran, PsyD and KelseySchmeckpeper dive into AFFINITY—one of the five dimensions of our Brand Strength philosophy, Relevance + Momentum.   Affinity is all about connection—the trust, understanding, and emotional resonance that keep consumers loyal and engaged. Jeremy and Kelsey explore what makes high-affinity brands like Chick-fil-A, LEGO, and Spotify stand out, and what causes others to lose their way.   Tune in to learn: How top brands build Affinity among consumersWhy Affinity is critical for long-term brand strengthFive strategies to build deeper consumer connections  Whether you’re shaping a brand, tracking its performance, or just curious about what makes people love certain companies, this episode will help you see why Affinity is at the heart of every strong brand.   For more information on how you can leverage the Relevance + Momentum framework to move your brand forward, visit ⁠Burke's ⁠⁠⁠Brand Strategy⁠.   Thanks for listening! Please subscribe to be notified of future episodes of Burke’s ⁠⁠⁠⁠⁠⁠⁠BeyondMeasure⁠⁠⁠⁠⁠⁠⁠ podcast.

Introducing Relevance + Momentum — A Special Series of Burke's BeyondMeasure Podcast! Jeremy Cochran, PsyD and Kelsey Schmeckpeper share more on Burke's Brand Strength philosophy. They'll highlight a new dimention of the Relevance + Momentum framework with biweekly episodes starting next week! Listen in for a sneak peak on what they will be sharing over the coming weeks — and stay tuned to dive into Affinity, Distinction, Presence, Vibrancy, and Advocacy with us! For more information on how you can leverage the Relevance + Momentum framework to move your brand forward, visit Burke's ⁠⁠⁠Brand Strategy. Thanks for listening! Please subscribe to be notified of future episodes of Burke’s ⁠⁠⁠⁠BeyondMeasure⁠⁠⁠⁠ podcast.

In this episode of Beyond Measure, Mike Deinlein, VP, CX Solutions, and Christie Reckman, SVP, Client Services, explore how generative AI can be more than just a data tool—it can act as a valuable partner in the design thinking process. Mike and Christie share their experience leading a hands-on client workshop, where AI was applied across each stage of the design thinking process: empathizing with customers, defining root causes, ideating solutions, prototyping concepts, and even testing ideas through synthetic focus groups. Whether you’re a researcher, strategist, or innovator, this conversation provides inspiration for using AI to think differently, collaborate more effectively, and unlock new possibilities in customer experience and design. For more information on how Burke can help move your business forward, ⁠visit our website⁠. Thanks for listening! Please subscribe to be notified of future episodes of Burke’s ⁠BeyondMeasure⁠ podcast.

In this episode of Beyond Measure, Eric Scheer and Mike Deinlein explore one of the toughest challenges facing modern businesses: aligning marketing and customer experience (CX). While marketing sets the promise, CX delivers on it, but too often these teams operate in silos, leading to brand misalignment, customer disappointment, and lost growth opportunities.   Reprising their Quirk's NYC presentation and building off of their Quirk's magazine article, Eric and Mike discuss why these disconnects happen, how data silos create a “multiverse” of competing realities, and why organizations need better tools to bring marketing and CX closer together. They highlight how democratizing data and creating a unified source of truth can help teams collaborate more effectively and avoid costly missteps.   The conversation also dives into real-world case studies, including Southwest Airlines and Marriott Hotels, to illustrate how companies can use data-driven frameworks to assess brand strength, close gaps between marketing promises and CX delivery, and allocate resources more strategically.   If you want to break down silos, improve customer retention, and ensure your brand delivers what it promises, this episode offers actionable ideas you can take back to your organization.   For more information on how Burke can help move your business forward, visit our website.   Thanks for listening! Please subscribe to be notified of future episodes of Burke’s BeyondMeasure podcast.

Host Tara Wiley (VP, Client Services Manager) returns with Kendall Nash (SVP, Client Services) for Part Two of their thoughtful conversation on the evolving relationship between human intuition and AI in qualitative research. Building on themes from Part One, Kendall and Tara dive into Burke’s five pillars of exceptional qual—honest, authentic, deep, detailed, and relevant—and share how the team developed practical criteria to assess them across both human- and AI-moderated interviews. The result? A more nuanced, deliberate approach to knowing when each method offers the most value. From the power of pivoting in the moment to the surprising strengths of machine moderation, this episode explores how humans and AI can complement one another in the pursuit of deeper insight. If you’ve been wondering not just whether to use AI in qual, but how and when, this episode is a must-listen. For more information on how Burke can help move yourbusiness forward, ⁠visit our website⁠. Thanks for listening! Please subscribe to be notified offuture episodes of Burke’s ⁠BeyondMeasure⁠ podcast.

Join host Tara Wiley (VP, Client Services Manager) as she sits down with Kendall Nash (SVP, Client Services) – curious researcher, educator, and global speaker – for a lively and candid conversation exploring the balance between human insight and artificial intelligence in qualitative research. In this first installment of our two-part series, Kendall shares highlights from her ESOMAR Congress talk, diving into why a human-centered approach remains essential, even as AI tools become more embedded in the research process. Together, they unpack how Burke is thoughtfully navigating decisions around AI in qualitative data collection, and why researchers must be intentional about when (and how) to lean into technology. If you’re curious about how to embrace innovation without losing the nuance that only people can bring, this episode is for you. Be sure to catch Part Two, where we’ll explore the five pillars of exceptional qualitative research, and how they help guide where to best leverage both humans and machines. For more information on how Burke can help move yourbusiness forward, visit our website. Thanks for listening! Please subscribe to be notified offuture episodes of Burke’s BeyondMeasure podcast.

Can understanding consumer autopilot unlock your brand's potential? Join Jeremy Cochran, Research & Development Manager at Burke, and Angela Jones, Senior Strategist with Seed Strategy, as they delve into the fascinating world of consumer decision-making and behavioral science! In this episode, Jeremy and Angela explore why consumers often make decisions on autopilot and how brands can break through this automatic thinking. They discuss the concept of System 1 vs. System 2 thinking, highlighting how most consumer choices are fast, automatic, and subconscious. Listeners will learn about the Goals-Beliefs-Choices (GBC) framework, a powerful tool for understanding and influencing consumer behavior. Jeremy and Angela bring this framework to life with real-world examples, such as repositioning cereal as an afternoon snack and disrupting pet food purchasing habits. Don't miss this opportunity to gain insights from both a behavioral science researcher and a marketing strategist. Apply their expertise to your own business strategy and discover how to influence consumer decisions in a way that feels natural and effective. For more information on how Burke can help move your business forward, visit our website at www.burke.com. Thanks for listening! Please subscribe to be notified of future episodes of Burke’s Beyond Measure.