On this episode of Nine to Thrive HR, host Cindi Koetzle chats with Kerry Hecht, Founder and CEO of 10K Humans, to explore the powerful intersection of market research and HR. Drawing on decades in an empathy-driven research field and her experience as a small-business owner, Kerry explains how customer insights translate into people strategies: attracting the right candidates, strengthening engagement, and retaining talent. The conversation unpacks why validated feedback loops matter, how employee engagement correlates with customer satisfaction, and what to do about common pitfalls—stakeholder bias, “respondent fatigue,” and the gap between stated values and lived experience. Kerry highlights the rise of personalization at scale through data and technology, and offers practical ways HR can borrow from research playbooks—continuous listening, iterative refinement, and persona development (including AI-assisted personas) to bring workforce data to life. Whether you’re designing programs, influencing senior stakeholders, or steering change one “toothpick turn” at a time, this episode delivers actionable ideas to make organizations more human-centric and competitive.