Industry legend Eileen Campbell joins Lenny Murphy to discuss why AI represents the most profound transformation in market research history. Campbell, founder of Rival Group and the self-described "fairy godmother" of the industry, predicts a "barbell" M&A landscape for 2026—with massive funding for some while uncertainty challenges others. They explore AI's deflationary impact on business models, the advantage of data-rich incumbents, and why the insights industry must help marketers navigate fundamental changes in how consumers discover products and brands. The key challenge? Separating real innovation from "hyperbolic hype" as the industry reinvents value creation.Retry