Kristi Zuhlke went from insights leader at Procter & Gamble to founding Knowledge Hound, the industry's first search-driven survey analytics platform, and is now one of the most practical voices on AI in market research.

In this episode, she joins Lenny Murphy to discuss why theorizing about AI is a waste of time, why companies can't afford to wait for the hype to settle, and what's got her obsessed: using large language models to simulate human decision-making and potentially replace traditional quantitative research entirely.