On this episode, host Sima Vasa talks to David Allison, Founder of The Valuegraphics Research Company, about replacing ineffective demographic targeting with values-based segmentation. Drawing on over one million surveys across 180 countries, David explains why demographics have a 90% fail rate and how identifying what truly matters to people can increase effectiveness eightfold.

Key Takeaways:

00:00 Introduction
05:03 The human brain decides solely based on values alignment.
06:36 One million surveys reveal 56 values driving human behavior.
09:21 Values are fixed for life and guide all decisions.
13:10 Demographic targeting carries a built‑in 90% fail rate.
14:33 Generational cohorts are far from homogeneous in reality.
16:03 Psychographics describe the past but fail to predict actions.
18:39 Values segmentation identifies the real triggers for engagement.
23:00 A “pink van” story illustrates values‑based recruiting success.
29:06 Values can reveal larger audiences than demographics suggest.
35:00 Values‑based targeting is eight times more effective.

Resources Mentioned:

The Valuegraphics Research Company | Website

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#Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech

On this episode, host Sima Vasa talks to Michael Ramlet, Co-Founder and CEO of Morning Consult. Michael shares how Morning Consult has scaled from a startup with a newsletter to a global leader in delivering real-time consumer insights used by central banks, hedge funds and Fortune 500 companies. He explains why owning the supply chain for data collection is critical to quality, how the industry must embrace cultural change, and the importance of connecting insights to financial outcomes.

Key Takeaways:

(03:31) Real-time data is essential for informing business decisions at the highest levels.
(05:53) Controlling the supply chain of data collection leads to better quality and cost efficiencies.
(10:42) Ownership of quality requires end-to-end accountability, not reliance on third parties.
(14:04) Insights functions must connect their work directly to financial outcomes to stay relevant.
(19:44) AI can democratize access to structured data, making insights more actionable across organizations.
(21:29) The role of insights teams is evolving — those who don’t adapt risk becoming obsolete.
(25:32) Finance teams are emerging as key users of insights data alongside marketing and strategy.
(30:32) Aligning company culture around intensity and accountability is key to sustaining growth in a fast-changing industry.

Resources Mentioned:

Morning Consult | Website

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#Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech

On this episode, host Sima Vasa talks with J. Walker Smith, Knowledge Lead at Kantar. They discuss shifting consumer sentiments, the paradox of strong spending amid uncertainty and changes in market insights.

Key Takeaways:

(02:14) Experience in trends and futures at Kantar aids in predicting consumer values.

(04:37) Consumer spending is strong, but sentiment is recessionary amid uncertainty.

(07:57) Consumers seek familiarity and reassurance from brands over novelty.

(10:55) Consumers prefer brands focused on well-being and personalization.

(13:55) Gen Z prioritizes mental health and values digital convenience.

(17:20) Gen Z’s tech-driven shopping requires marketing to algorithms.

(19:33) Curating market data to refine key insights and filter noise.

(21:48) AI will automate research tasks, shifting insights to focus on growth.

(25:36) Future insights roles will prioritize strategic growth over pure research.

Resources Mentioned:

Kantar

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#Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech

On this episode, host Sima Vasa talks to Ania Rodriguez, CEO and Founder of JourneyTrack and Chairwoman of the Board at Key Lime Interactive. Ania shares her founder journey from launching a UX consulting firm to building a venture-backed SaaS company in the emerging category of journey management. With a clear-eyed view of the differences between UX and CX, she explains how aligning with executive-level metrics creates staying power — and why data integration, category creation and capital strategy all matter when shifting from services to product.

Key Takeaways:

(02:12) Ania’s background combines engineering, people and systems for innovation.

(08:09) UX focuses on micro journeys while CX strategy operates at higher levels.

(09:36) CX covers the full customer relationship, from awareness to advocacy.

(11:15) C-suite now cares about CX, tying it to business outcomes and metrics.

(12:36) CXPA is more strategic than most UX organizations.

(15:30) Journey management tools connect insights to actions using integrations.

(17:42) Journey management surfaces insights faster.

(19:03) Time to first value is a crucial metric for SaaS adoption and success.

(22:03) Knowing your financials and finding a niche are vital for entrepreneurs.

Resources Mentioned:

JourneyTrack | Website

Key Lime Interactive | Website

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#Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech

On this episode, host Sima Vasa talks to Greg Silverman, Global Director of Brand Economics at Interbrand. Greg shares how Interbrand quantifies the financial impact of brand and aligns marketing insights with shareholder value. Drawing from decades of brand valuation work, he explains how research, including discrete choice modeling, bridges the language gap between CMOs and CFOs. He also discusses the power of fast, data-driven solutions in transforming client strategy.

Key Takeaways:

(02:13) Greg’s career journey blends retail, franchising, consulting, branding and tech innovation.
(04:31) Metrics like awareness must connect to growth, EBIT, and share price.
(07:58) Smaller, focused partnerships can deliver faster, more cost-effective solutions.
(09:43) ​​Brand can account for far more value than leaders initially expect.
(11:57) Understanding brand potential unlocks new revenue within specific market segments.
(14:19) Research helps CMOs and CFOs align on brand investment decisions.
(16:00) Traditional marketing metrics no longer justify brand investment alone.
(17:54) Insights must bridge the gap to measurable business impact.

Resources Mentioned:

Interbrand Website

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#Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech

On this episode, host Sima Vasa talks to Cynthia Harris, Founder, Managing Director and Lead Operator of 8:28 Insights, about building a human-centered insights agency, the value of lived experience in leadership and the role AI can and can’t play in research. Cynthia shares her career path from launching products at Bath & Body Works to working at Procter & Gamble to starting her own firm — offering practical guidance for founders and vendors alike.

Key Takeaways:

(02:25) Early career roles shaped passion for consumer-business connections.
(10:16) Vendors should go beyond briefs and collaborate with clients.
(12:03) Traveling globally inspired objectivity and cultural intelligence in work.
(14:06) The pandemic catalyzed the transition from freelancing to entrepreneurship.
(16:12) Client-side experience drives more strategic, downstream thinking.
(18:10) Unique perspectives stem from lived experiences and diversity.
(22:03) AI supports creativity but cannot replicate human-centered strategies.

Resources Mentioned:

8:28 Insights Homepage

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#Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech

On this episode, host Sima Vasa talks to Daniel Gaynor, Co-Founder of Kelp and SVP of Strategy at Signal AI, about how reputation is becoming a quantifiable, strategic asset — and how AI is making that possible. Daniel shares his career journey from public policy to launching Kelp, how Signal AI is building agentic tools for the enterprise and why the next evolution of reputation intelligence will come from collaboration between humans and AI.

Key Takeaways:

(03:33) Reputation is emerging as a measurable performance indicator, not just a brand attribute.
(05:50) Experience across public, private and policy sectors brings new perspectives to AI strategy.
(09:48) Businesses must amplify authentic proof points to shape their narrative.
(11:30) Strategy, licensing and technology serve as core AI frameworks.
(15:18) Most companies say they’re AI-powered, but they often aren’t.
(17:25) Companies face pressure to stay consistent despite political shifts.
(22:03) Risk aversion is rising in marketing and communications teams.
(26:04) Reputation began with surveys and evolved to media monitoring.
(28:05) Digital coworkers will reshape talent and collaboration in organizations.
(31:55) AI is ultimately just flexible, talking software.

Resources Mentioned:

Signal AI

Ask AIQ by Signal AI

Kelp

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#Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech

On this episode, host Sima Vasa talks to Ian Ash, Co-Founder of Dig Insights, about the intersection of AI and market research, the evolution of Restech, and the importance of balancing technology with human expertise. With over a decade’s experience leading Dig Insights, Ian shares his perspective on how AI reshapes research processes and why human oversight remains critical. He reflects on the parallels between storytelling in comedy and storytelling in research, emphasizing that whether it’s data or humor, connection and clarity are the keys.

Key Takeaways:

(02:09) Dig Insights’ journey from startup to private equity-backed growth.

(05:35) The importance of maintaining research rigor despite industry pressures.

(08:10) Large scales don’t guarantee better insights, just higher correlations.

(12:22) Swiping-based surveys introduced choice and engagement.

(15:46) Research needs exist along a flexible service continuum.

(18:40) Effective AI requires context and customization.

(20:22) Synthetic data performs better in sentiment analysis than research.

(25:22) AI accelerates research by automating data interpretation.

(28:08) Ian’s passion for stand-up comedy and life beyond market research.

Resources Mentioned:

Upsiide by Dig Insights

Scott Galloway’s Website

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#Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech

On this episode, host Sima Vasa talks to Steve Phillips, Founder, Chair and Chief Innovation Officer, and Ryan Barry, former President, both of Zappi. 

They discuss the evolution of consumer insights, the role of AI in research and how businesses can maximize the value of their data.

Key Takeaways:

(02:05) “The Consumer Insights Revolution” encapsulates a decade of transformation at Zappi.

(03:35) Pepsi’s consumer insights evolution shifted insights managers into strategic business partners.

(05:53) Stephan Gans’ vision at Pepsi focused on democratizing learning and insights-driven decision-making.

(09:48) The development of ADA, Pepsi’s internal platform for integrating data sources.

(10:28) Different data streams complement rather than contradict insights.

(13:57) Insights professionals must evolve into strategic business consultants.

(16:54) Business acumen is becoming essential for future consumer insights roles.

(20:58) AI is reshaping consumer insights by automating processes and enhancing decision-making.

Resources Mentioned:

Zappi

“The Consumer Insights Revolution” by Steve Phillips, Ryan Barry and Stephan Gans

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#Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech

On this episode, host Sima Vasa talks to James Turner, Founder and CEO of Delineate, about redefining data collection and insight generation in today’s fast-paced market research landscape. James shares his journey from mining engineer to data mining expert and explains how Delineate bridges the gap between traditional research practices and agile, technology-driven approaches.

Key Takeaways:

(02:22) Started as a mining engineer before transitioning to data mining.

(07:47) Industry disruption in the 2010s drove significant changes.

(10:02) Speed, quality and cost efficiency reshape client research.

(12:16) Successful disruptors reshape categories with innovative, lasting ideas.

(14:31) Scaling innovation is tricky, even for large companies.

(16:57) Old survey designs create noise and reduce data quality.

(20:44) Human touch remains vital in interpreting client reporting.

(23:17) Situational research helps with product innovation and demand space.

(26:28) AI co-pilots are creating significant momentum in the research industry.

(29:56) Research now stands at the forefront of the data ecosystem.

Resources Mentioned:

Delineate Website

Thanks for listening to the Data Gurus podcast, brought to you by Infinity Squared. If you enjoyed this episode, please leave a 5-star review to help get the word out about the show, and be sure to subscribe so you never miss another insightful conversation.

#Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech