In this special in-person episode of Signal and Noise, the hosts sit down with Beth Finn, CEO, and Jason Ebbing, COO of The Directions Group, for a wide-ranging conversation on the future of insights leadership.

Beth and Jason share their career paths, how The Directions Group approaches integrated intelligence, and what it means to move beyond siloed research toward clearer signals that drive real business action. The discussion also explores data quality, speed to insight, pricing research based on value, and how artificial intelligence should support rather than replace human thinking.

This episode offers a candid look at modern leadership in the insights industry and how organizations can stay relevant as decision-making accelerates and expectations rise.

Key Takeaways:

• Clients are overwhelmed with data but still struggle with clarity and decision-making

• Integrated intelligence works best when multiple data sources are planned together from the start

• Research teams gain influence when insights are tied directly to business actions

• Data quality must be usable, credible, and actionable to create real value

• AI should amplify human judgment, not replace it, especially in strategy and leadership

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