Afleveringen
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In this episode, Dan Fleetwood and Alex Gardner explore what it takes for researchers to become more strategic inside complex organizations.
Alex explains that while many researchers are pulled across market research, UX, CX, product research, analytics, and data science, the goal should not be to master everything. Instead, researchers need to know their strengths, understand adjacent disciplines, and collaborate well with specialists.
A major theme of the episode is the idea of building a strategic consultancy inside an organization. Alex explains how her team at U.S. Bank began supporting vendor-led projects, identifying where internal researchers could deliver similar work, and showing ROI by reducing external research spend. She also talks about the importance of following the money, understanding where research budgets sit, and proving capabilities to teams that may not even know internal research resources exist.
Guest:
Alex Gardner – Former VP of Research, Payments Insights, CX, and Enterprise Analytics at U.S. Bank, with a background spanning design, UX, market research, product research, and customer experience analytics. She specializes in helping research teams operate more strategically by connecting insights across functions, building internal consulting capabilities, and translating complex research into clear business direction.
Useful links:
Alex Gardner on LinkedIn: https://www.linkedin.com/in/gardneralexandra/
Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood
Learn more about QuestionPro: https://www.questionpro.com
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In this episode, Dan Fleetwood talks with Svetlana Gershman about the intersection of market research, PR, media coverage, and thought leadership.
Svetlana shares how she entered market research after initially planning to become a lawyer, eventually beginning her career as a data analyst at PSB working on messaging research for Microsoft. She explains how her current role at Method Communications blends research with PR strategy, helping brands create stories when there is no obvious news moment.
The conversation explores what makes research valuable for media coverage, including the importance of starting with objectives, thinking about headlines early, designing studies carefully, and collaborating with former journalists and PR strategists. Svetlana also discusses common mistakes brands make, such as rushing into fielding without a strong design or treating thought leadership research as a one-off project.
Guest:
Svetlana Gershman – Senior Vice President at Method Communications, with over 20 years of experience in insights generation. She specializes in turning broad business questions into research programs that combine primary and syndicated data to guide business growth, marketing strategy, and brand positioning. With deep experience in the technology sector, Svetlana brings a strong understanding of the industry’s nuances and challenges, helping organizations translate complex research into actionable answers.
Useful links:
Svetlana Gershman on LinkedIn: https://www.linkedin.com/in/svetlanagershman/
Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood
Learn more about QuestionPro: https://www.questionpro.com
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Zijn er afleveringen die ontbreken?
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In this episode, Dan Fleetwood talks with Andy Garlikov about the changing role of qualitative researchers as AI becomes more common in research workflows.
Andy explains how he fell into market research after years in customer and executive engagement, discovering that the facilitation skills he developed in advisory boards and executive programs applied directly to qualitative research. He argues that the word “moderator” often undersells what great researchers actually do: create the conditions for deeper, more open, more useful conversations.
The conversation covers the rise of AI-moderated research, synthetic respondents, and democratized research tools. Andy shares where he sees AI adding value, especially as a thought partner, proofreader, summarizer, and red-teaming tool. But he also points out what AI still misses: empathy, nonverbal signals, pauses, tone, rapport, and the ability to notice what is not being said.
Guest:
Andy Garlikov – Director of Strategic Insights at HowSo. Andy brings a background in customer engagement, executive advisory programs, and qualitative research. His work focuses on helping organizations uncover deeper insights through strong facilitation, human-centered conversations, and thoughtful use of AI in the research process.
Useful links:
Andy Garlikov on LinkedIn: https://www.linkedin.com/in/andygarlikov/
Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood
Learn more about QuestionPro: https://www.questionpro.com
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In this special live episode of the Happy Market Research Podcast, Dan Fleetwood records from IIEX and speaks with three guests about the biggest conversations happening across the insights industry.
Stan Sthanunathan shares a candid perspective on AI, the urgent need for reskilling, and why data quality must return to the center of the conversation. Brian Madden talks about the continued value of human research, especially ethnography and jobs-to-be-done work, while Jen Plebani reflects on personal mission, extreme ownership, and how researchers can move from simply delivering insights to becoming architects of change.
Together, the conversations capture the mood of IIEX: excitement about AI, caution around synthetic data, renewed focus on data quality, and a strong reminder that human judgment still matters.
Guests:
Stan Sthanunathan – Executive Chairman and Co-Founder of iGenie. Stan previously served as Global Head of Insights at Unilever and Coca-Cola, bringing decades of leadership experience in insights and consumer understanding.
Brian Madden – Research and insights leader at Signature Product Group, a licensing firm that partners with brands such as Carhartt, Hurley, and Fox on category extensions. Brian brings a practical perspective on field research, product testing, and using insights to support business development.
Jen Plebani – Principal Researcher at BILL, focused on foundational and strategic research. Jen brings a thoughtful perspective on personal mission, ownership, AI adoption, and how research teams can create more meaningful business impact.
Useful links:
Stan Sthanunathan on LinkedIn: https://www.linkedin.com/in/stan-sthanunathan-1ab4035/
Brian Madden on LinkedIn: https://www.linkedin.com/in/brian-madden/
Jen Plebani on LinkedIn: https://www.linkedin.com/in/jenplebani/
Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood
Learn more about QuestionPro: https://www.questionpro.com
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In this episode, Dan Fleetwood speaks with David Iudica, an experienced insights and analytics leader who has worked across major organizations including Meta, Citi, and now Uber Ads.
David shares his career journey from agency-side research to leading global measurement and analytics teams. He explains how his team supports advertisers by helping them understand what’s actually driving performance, using tools like incrementality testing, post-campaign analysis, and first-party data.
The conversation explores the growing importance of measurement in modern advertising, the evolution of platforms' analytics capabilities, and the challenges of helping clients move beyond surface-level metrics. David also reflects on how insights teams can better partner with marketing and business stakeholders to drive smarter decisions.
Guest:
David Iudica – Head of Global Measurement and Insights Analytics at Uber Ads, with extensive experience leading insights, marketing, and strategy teams across companies like Meta, Yahoo, MTV Networks, Turner, and Major League Baseball. He specializes in connecting data and strategy to drive measurable business impact and is known for building strong partnerships across organizations.
Useful links:
David Iudica on LinkedIn: https://www.linkedin.com/in/davidiudica/
Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood
Learn more about QuestionPro: https://www.questionpro.com
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In this episode, Dan Fleetwood speaks with Eric Rasmussen, an experienced researcher who has worked across major companies including 23andMe, ebay and Groupon.
Eric shares stories from his career working at the intersection of consumer behavior, technology, and product development. He discusses what it takes to turn complex innovation into something people actually adopt, and why many companies struggle to bridge that gap.
The conversation explores how insights teams can better align with product and business strategy, the importance of understanding real human behavior beyond the data, and the challenges of operating in fast-moving, high-expectation environments. Eric also reflects on lessons learned from both successes and setbacks, offering a grounded perspective on how research can drive meaningful growth.
Guest:
Eric Rasmussen – Eric builds consumer intelligence systems that translate complex technology into scalable growth. With over 20 years of experience, he has led insights and UX research across companies like 23andMe, Groupon, eBay, and Yahoo. Today, through The Dansian Group, he advises AI and health-tech companies on aligning product innovation with real human adoption and market readiness.
Useful links:
Eric Rasmussen on LinkedIn: https://www.linkedin.com/in/ericrasmussen/
Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood
Learn more about QuestionPro: https://www.questionpro.com
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In this episode of the Happy Market Research Podcast, Dan Fleetwood speaks with Janani Venkataraman, Director of Research & Insights at BILL, about how the role of research is evolving inside modern organizations.
Janani shares her journey across agency, supplier, and client-side roles, and explains how her team supports go-to-market functions including sales, marketing, and customer experience. The conversation explores why researchers need to spend more time listening to stakeholders, and how AI is beginning to reshape research workflows.
Guest:
Janani Venkataraman – Director of Research & Insights at BILL. Janani leads research and insights supporting go-to-market teams including sales, marketing, and customer experience. With more than 15 years of experience across agency, supplier, and client-side roles, she has worked across industries including media, entertainment, SaaS, and fintech.
Useful links:
Janani Venkataraman on LinkedIn: https://www.linkedin.com/in/jananivenkataraman/
Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood
Learn more about QuestionPro: https://www.questionpro.com
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In this episode of the Happy Market Research Podcast, Dan Fleetwood chats with Kajoli Tankha, who leads Microsoft’s consumer insights function. Kajoli shares her personal journey from agency life to leading a global team at Microsoft, discussing the challenges and rewards of guiding insights across AI, gaming, and more. They dive into how her team’s research influences product and marketing decisions, her leadership philosophy, and how she navigates the ever-evolving tech landscape with a focus on people, not just data.
Guest:
Kajoli Tankha – Head of Consumer Insights at Microsoft. She oversees research across AI, subscriptions, gaming, search, devices, and OS. Her team produces groundbreaking insights that inform product development and marketing strategies across Microsoft’s diverse portfolio.
With both client-side and agency experience, Kajoli has worked with top brands like Revlon, Lipton Teas, Pepsodent, General Motors, Gillette, Coca-Cola, and Bush’s Baked Beans, helping to shape strategies through actionable consumer insights.
Useful links:
Kajoli Tankha on LinkedIn: https://www.linkedin.com/in/kajoli-tankha/
Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood
Learn more about QuestionPro: https://www.questionpro.com
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In this episode of the Happy Market Research Podcast, Dan Fleetwood talks with Brianna Sylver, author and founder of Sylver Consulting, about the power of qualitative research in shaping brand and business strategy. Brianna shares her journey from researcher to founder, how she approaches deep consumer understanding, and why strong qualitative work goes beyond surface-level insights. The conversation explores brand growth, strategic influence, and the factors that drive the build of a research-led consultancy.
Guest:
Brianna Sylver – Nationally recognized innovation strategist and the founder and president of Sylver Consulting, a global research and strategy firm that blends Market Research, UX, and Business Strategy to drive growth and transformation. She works with Fortune 500 companies and city governments to unlock alignment and lead through complexity. Brianna is also the author of Leading Through Free Fall, a practical guide for leaders navigating uncertainty and change. Her insights have been featured in Forbes, Business Week, Fast Company, PDMA, QRCA, and HSM Management.
Useful links:
Download your ebook preview here: https://marketing.questionpro.com/free-preview-leading-through-free-fall
Brianna Sylver on LinkedIn: http://linkedin.com/in/briannasylver/
Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood
Learn more about QuestionPro: https://www.questionpro.com
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In this episode of the Happy Market Research Podcast, Dan Fleetwood talks with Nick King, Insight Director at AutoTrader, about what it takes to deliver impactful insights inside a large digital marketplace. Nick shares how his team partners with product, UX, and commercial teams to ensure research informs real decisions. The conversation explores insight prioritization, speed versus depth, and how to make research useful in a fast-moving, always-on business.
Guest:
Nick King – Insight Director at AutoTrader and a consumer psychologist with deep experience in digital media and marketing. He has led insight and business intelligence teams at AutoTrader since 2007 and is known for championing the use of data to inform product and business decisions. Nick is also a visiting lecturer in consumer psychology at Anglia Ruskin University and a frequent conference speaker.
Useful links:
Nick King on LinkedIn: https://www.linkedin.com/in/nick-king-2125391/
Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood
Learn more about QuestionPro: https://www.questionpro.com
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In this episode of the Happy Market Research Podcast, Dan Fleetwood talks with Marilisa Beatty, VP of Qualitative Research at KJT, about what it truly takes to deliver strong qualitative research. Marilisa shares her perspective on rigor, thoughtful design, and building meaningful client partnerships. The conversation explores how qualitative researchers can balance structure with flexibility, mentor teams, and ensure insights are both credible and actionable.
Guest:
Marilisa Beatty – Vice President of Qualitative Research at KJT with over 15 years of experience in global healthcare research. She has led qualitative research for pharmaceutical and biotech companies and is known for delivering rigorous, patient-centered insights through thoughtful study design and strong rapport with respondents.
Useful links:
Marilisa Beatty on LinkedIn: https://www.linkedin.com/in/marilisabeatty/
Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood
Learn more about QuestionPro: https://www.questionpro.com
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In this episode of the Happy Market Research Podcast, Dan Fleetwood talks with Laurie Michaels, Associate Director of Market Research at Innovation Partners, about what it really takes to make research useful inside organizations. Laurie shares her experience working closely with internal stakeholders, translating insights into action, and balancing rigor with real-world constraints. They discuss collaboration, research prioritization, and how researchers can become stronger partners to the business.
Guest:
Laurie Michaels – Associate Director, Market Research at Innovation Partners. Laurie brings deep experience in applied market research, helping organizations turn insights into practical decisions. Her work focuses on stakeholder collaboration, clear communication, and ensuring research delivers real impact.
Useful links:
Laurie Michaels on LinkedIn: https://www.linkedin.com/in/laurieannmichaels/
Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood
Learn more about QuestionPro: https://www.questionpro.com
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Dan Fleetwood talks with Gary Rudman, President of GTR Consulting and widely known as the Gen Z Whisperer, about what brands and researchers often misunderstand about Gen Z. Gary shares insights from years of youth culture research, exploring what truly resonates with this generation—from authenticity and identity to the impact of social media and brand purpose. They discuss how researchers can better connect with Gen Z audiences and why listening, not labeling, is key to understanding the next wave of consumers.
Guest:
Gary Rudman – Founder and president of GTR Consulting and has spent over 20 years researching young consumers across industries like retail, fashion, CPG, tech, gaming, media, and more. He has led hundreds of focus groups and is frequently quoted on youth culture in outlets such as the New York Times, the Washington Post, and BrandWeek. Previously, he worked as a planner at Foote, Cone & Belding and J. Walter Thompson, and as director of qualitative research at Teenage Research Unlimited.
Useful links:
Gary Rudman on LinkedIn: https://www.linkedin.com/in/garyrudman/
Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood
Learn more about QuestionPro: https://www.questionpro.com
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Dan Fleetwood speaks with Susan Rose, Vice President of Strategic Marketing & Advisory Services at GovExec, about the intersection of data, research, and thought leadership in the public sector. Susan shares her journey from journalism to marketing, explaining how she uses research to back up compelling narratives that influence decision-makers. They explore the role of data in shaping effective communications, building thought leadership, and delivering actionable insights that drive results in the government sector.
Guest:
Susan Rose – Vice President of Strategic Marketing and Advisory Services at GovExec. With over 30 years of experience, Susan specializes in helping B2G and B2B organizations craft compelling stories and develop strategies that drive action. She leads research, moderates focus groups, and works closely with executives to shape messaging and thought leadership that resonates with decision-makers. An award-winning copywriter with expertise in both public and private sectors, Susan is passionate about marketing that delivers results and enhances the customer experience.
Useful links:
Susan Rose on LinkedIn: https://www.linkedin.com/in/susanrose001/
Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood
Learn more about QuestionPro: https://www.questionpro.com
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Dan Fleetwood speaks with Giovanni Riggioni, Customer & Market Insights Manager at HP, about the evolving role of customer insights in driving product strategy. Gio shares how his team uses data to inform product decisions, enhance customer experiences, and align research with business goals at HP. They discuss the integration of behavioral data, the impact of AI in shaping insights, and how qualitative research continues to play a crucial role alongside automation. This episode highlights the growing intersection between technology and human understanding in delivering impactful market research.
Guest:
Giovanni Riggioni – Customer & Market Insights Manager at HP. He's a results-driven researcher offering over 18 years of experience providing actionable insights to a varied cross-section of clients and disciplines. He has a unique combination of methodological knowledge, research savvy, and business acumen, enabling him to effectively use research as a tool to address complex business questions.
Useful links:
Giovanni Riggioni on LinkedIn: https://www.linkedin.com/in/giovanniriggioni/
Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood
Learn more about QuestionPro: https://www.questionpro.com
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Dan Fleetwood speaks with Jamie Ross-Skinner, Insights and Growth Director at ROAST, about how social listening is reshaping the insights landscape. Jamie explains how combining AI with human understanding helps brands uncover real consumer sentiment beyond traditional research. They explore how to turn social data into meaningful stories, the balance between automation and empathy, and why curiosity remains essential for insight professionals in an age of AI-driven listening tools.
Guest:
Jamie Ross-Skinner – Insights & Growth Director at ROAST (part of TIPi Group). Jamie leads the central insights function across ROAST’s agencies, translating data into consumer-centric strategies that guide client decisions. Having started client-side, he moved into agency life at WCRS before joining ROAST in 2018. Since then, he’s delivered competitor and consumer research and trend analysis to brands like HCA Healthcare UK, Rightmove, Trainline, and Best at Travel. He’s also a frequent speaker and industry commentator—recently headlining “Insights Chats” on transforming insights into action.
Useful links:
Jamie Ross-Skinner on LinkedIn: https://www.linkedin.com/in/jamie-ross-skinner/
Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood
Learn more about QuestionPro: https://www.questionpro.com
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In this episode of the Happy Market Research Podcast, host Dan Fleetwood chats with Cecilia Rodriguez, research and insights leader at Discover Puerto Rico. Cecilia shares how her team leverages data to better understand travelers, builds trust in the tourism industry, and turns research into strategies that strengthen Puerto Rico’s global brand. From consumer insights to industry trends, this conversation highlights how research drives meaningful traveler experiences and supports destination growth.
Guest:
Cecilia Rodriguez – Research and Insights Leader at Discover Puerto Rico, where she uses data to understand traveler behaviors and trends, shaping marketing strategies that enhance the island's global tourism brand. With a background in consumer insights and destination marketing, Cecilia plays a key role in turning research into actionable insights that drive Puerto Rico’s tourism growth.
Useful links:
Cecilia Rodriguez on LinkedIn: https://www.linkedin.com/in/cecilia-m-rodriguez-mba-86624a16/
Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood
Learn more about QuestionPro: https://www.questionpro.com
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In this episode of the Happy Market Research Podcast, host Dan Fleetwood sits down with Brooke Reavey, marketing professor at Dominican University, to talk about the challenges and opportunities in market research education. They explore the rise of survey fraud, why academic trust matters now more than ever, and how competitions and classroom projects are helping prepare students for real-world research. Brooke shares her unique perspective as both a practitioner and educator, reflecting on her journey from industry researcher to professor, and what excites her most about training the next generation of insights professionals.
Guest:
Brooke Reavey – Associate Professor of Marketing at Dominican University, where she teaches courses in market research, digital marketing, and strategy. Recipient of the John and Jeanne Rowe Distinguished Professorship in the Brennan School of Business, a two-time Fulbright Scholar, and founder and president of the Marketing Research Competition, a national program that bridges the gap between academia and practice, equipping students with the tools they need to succeed in the insights field.
Useful links:
Brooke Reavey on LinkedIn: https://www.linkedin.com/in/brooke-reavey/
Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood
Learn more about QuestionPro: https://www.questionpro.com
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The opinions expressed in this episode are those of the host and guest only, and do not reflect the views of any company.
In this episode of the Happy Market Research Podcast, host Dan Fleetwood sits down with Mary Hayes, Product Insights Manager at L&E Research, to explore the critical balance between AI efficiency and human connection in market research. Mary shares her unique career journey, the role of recruitment in data quality, and why empathy and communication remain irreplaceable in research. If you’ve ever wondered how to maintain quality insights in an AI-driven era, this conversation is packed with practical wisdom and real-world examples.
Guest:
Mary Hayes – Product Insights Manager at L&E Research, where she leads a team dedicated to bridging the gap between recruitment and research. With a career spanning facility management, recruiting, programming, marketing, project management, and partnerships, Mary brings a 360-degree perspective to research operations. Her journey began in video editing and evolved through 13 years in hospitality and event management before she transitioned into market research, where she honed her organizational and planning expertise.
Useful links:
Mary Hayes on LinkedIn: https://www.linkedin.com/in/maryhayes082016/
Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood
Learn more about QuestionPro: https://www.questionpro.com
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In this episode of the Happy Market Research Podcast, Dan Fleetwood chats with Doug Keith, Founder of Future Research Consulting, about the evolving landscape of market research. Doug shares his insights on how the industry has changed over the years and the critical need to push past the "safe" middle-ground to embrace true innovation. From the rise of agile research and AI to fostering deeper connections with clients, Doug explains how strategic thinking and curiosity are the keys to driving meaningful change in today’s fast-paced research world.
Guest:
Doug Keith – Founder of Future Research Consulting. Doug has extensive experience in both qualitative and quantitative research, specializing in blending strategic insight with practical solutions. He is passionate about driving innovation and helping businesses think beyond traditional approaches to stay ahead of market shifts.Topics and timestamps:
[00:00] Intro
[00:28] Doug Keith’s background and his journey to starting Future Research Consulting
[03:00] The biggest changes in market research in recent years
[04:33] The balancing act: Good, fast, and cheap in today’s research landscape
[05:41] How AI is changing research workflows and removing strategic thinking
[08:29] Strategic thinking vs. rushing through tasks in research projects
[11:09] The importance of slowing down to improve outcomes
[14:10] The dangers of outsourcing too much: Losing touch with the research process
[16:53] How to avoid the trap of "safe" research and innovate in your approach
[21:20] Take your time and bring something different to the table
[23:27] The importance of helping the customer vs. just hitting internal KPIs
[25:43] Doug’s advice for market researchers looking to stay ahead of industry trends
[30:09] Outro
Useful links:
Doug Keith on LinkedIn: https://www.linkedin.com/in/doug-keith-futureresearch/
Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood
Learn more about QuestionPro: https://www.questionpro.com
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