In this episode, host Dan Fleetwood speaks with Kelsy Saulsbury, Director of Client Insights at H&R Block, about the rapid acceleration of AI in market research. Kelsy breaks down the hidden risks of "false confidence" in AI outputs, how models tend to "round to the middle," and practical steps to build safe, democratized research systems across your organization.
As AI puts research capabilities into the hands of non-researchers across organizations, how should insight teams adapt? In Episode 30, Dan Fleetwood is joined by Kelsy Saulsbury, Director of Client Insights at H&R Block.
Kelsy discusses her extensive background across CPG, MedTech, creative, and financial service industries, offering a grounded perspective on modern insights leadership. She breaks down why research teams can no longer afford to sit on the sidelines of tech adoption and dives deep into the realities of AI democratization.
Guest:
Kelsy Saulsbury – Director of Client Insights at H&R Block, where she leads the consumer insights, market research, strategy partnerships, and Voice of Customer (CX) closed-loop platforms. With over 15 years of experience spanning insights, analytics, and pricing strategy, Kelsy has driven growth for major brands including Hallmark Cards, Johnson & Johnson MedTech, and frozen food CPGs. Known for her curious approach to problem-solving, she specializes in building customer-centric research systems that influence decision-making across matrixed organizations.
Useful links:
Kelsy Saulsbury on LinkedIn: https://www.linkedin.com/in/kelsy-saulsbury/
Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood
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