From Recall to Reality: Transforming Insights with Behavioral Data

Lenny Murphy sits down with Andrew Moffatt, CEO of Qrious Insights, for a candid and wide-ranging conversation on the evolution of market research. From Andrew’s early days selling telephone samples to building a new paradigm of data collection, this episode traces a journey shaped by resilience, innovation, and a bold vision for the future.

Andrew shares how Qrious is reshaping research by using passively collected behavioral data to replace outdated survey models and enhance targeting, data quality, and respondent experience. He discusses the growing importance of “real people” in a world edging toward synthetic data and AI-powered analysis—and why now is the time to invest in trusted, observable behaviors at scale.

The episode is packed with entrepreneurial insights, reflections on scaling a startup through tough times, and a glimpse into a future where behavioral data not only supports research but fuels AI agents and automated decision-making. Whether you’re an insights professional, startup founder, or curious about the future of data, this is one not to miss.