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

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

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

Dan Fleetwood sits down with Josh LaMar, CEO and Co-Founder of Amplinate, to discuss how understanding your customers can exponentially grow your business. From his early days at Microsoft to starting Amplinate, Josh shares how applying customer insights through UX research has led to transformative business decisions. They dive into the importance of asking the right questions, listening to customers, and the role of AI in shaping the future of market research. 

Guest:

Josh LaMar – CEO and Co-Founder of Amplinate. With over 20 years of experience in UX and research, Josh has worked with industry giants like Microsoft and has a deep passion for transforming how businesses connect with their customers. Through Amplinate, Josh focuses on blending behavioral insights into research to help brands grow.

Topics and timestamps:

[00:00] Intro 

[00:34] Josh LaMar’s background and journey to founding Amplinate 

[01:38] The Preeminence Unbound framework 

[03:48] The importance of understanding customers to grow your business

[06:14] The role of research in connecting business strategy with customer needs 

[08:07] The relationship between AI and research

[09:58] Cross-cultural UX research and why it’s essential for global business strategies 

[13:39] How small tweaks to your product can drive significant business results

[15:08] Josh LaMar and Jay Abraham's upcoming book 

[17:37] Practical advice for entrepreneurs to innovate and grow their business 

[20:53] The power of customer conversations over surveys 

[23:55] Building better relationships in order to get better results

[26:58] Tips to create a customer-led, research-driven business 

[28:48] Book recommendations and influential people in the UX and business world

[31:10] Connect with Josh LaMar 

[31:36] Outro

Useful links:

Josh LaMar on LinkedIn: https://www.linkedin.com/in/joshlamar/

Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood

Learn more about QuestionPro: https://www.questionpro.com

Dan Fleetwood speaks with Andrew Moffatt, CEO and Co-Founder of Qrious Insight, about the evolution of behavioral research and the challenges with data quality in today's market. Andrew shares how continuous, real-time data collection can solve many of the existing problems in traditional survey-based research. 

This episode also explores the role of AI, the growing importance of behavioral data, and how brands can better understand consumers by observing their actions rather than relying solely on self-reported answers. 

Guest:

Andrew Moffatt –  CEO and Co-Founder of Qrious Insight. Andrew has over 25 years of global experience in the insights industry, having successfully built and led sales and operations teams across 20+ markets worldwide. He is dedicated to changing how market research integrates passive behavioral data to provide more accurate, actionable insights.

Topics and timestamps:

[00:00] Intro 

[00:41] Andrew Moffatt’s background and the journey to founding Qrious Insight 

[03:06] The transition from traditional survey methods to behavioral data 

[04:01] Why behavioral data solves today’s research problems 

[05:40] The advantages of passive data collection and its implications for research 

[06:22] How Qrious Insight tracks and collects behavioral data 

[08:03] How behavioral data complements traditional surveys 

[13:38] AI’s role in improving data collection and research workflows 

[15:50] The future of synthetic data and digital twins in behavioral research 

[18:06] Scaling behavioral research: Challenges and solutions 

[19:05] What type of projects can benefit from behavioral research 

[21:09] Advice for improving consumer panel management 

[23:05] Andrew’s recommended resources for research insights 

[25:11] Outro

Useful links:

Andrew Moffatt on LinkedIn: https://www.linkedin.com/in/andrew-moffatt-mrx/

Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood

Learn more about QuestionPro: https://www.questionpro.com

Dan Fleetwood talks with Tyler Lewtan, CEO of Zintro and ThinkEasy, about the real risks plaguing the research industry—from fraudulent respondents to outdated practices. Tyler shares how his journey from sales into research led him to uncover systemic issues in sample quality, and why B2B qual might be the last defense against a growing trust crisis.

They explore the rise of synthetic fraud, how AI both threatens and strengthens research workflows, and what Tyler's learned from building a platform focused on quality from the ground up. Plus, Tyler offers candid advice on mentorship, trust-building, and the books that shaped his journey.

Guest:

Tyler Lewtan – CEO of Zintro and ThinkEasy. A former sales leader turned research innovator, Tyler is passionate about fighting fraud in sampling and improving quality in B2B qual and quant. He’s known for challenging the status quo with sharp insights and tinfoil-hat-worthy metaphors.

Topics and timestamps:

[00:00] Intro 

[00:45] Tyler Lewtan’s background and path to CEO 

[01:16] The data quality crisis: “Fake respondents have great margins” 

[02:18] Root causes: Inverted reputational risk and lack of accountability 

[02:41] How to rebuild accountability in sample sourcing 

[03:56] Client-side fraud prevention tips and sniff tests 

[06:01] Industry innovation vs. legacy methods 

[07:01] AI, synthetic respondents, and the role of inclusivity in research 

[08:17] How AI is reshaping research workflows—benefits and risks 

[09:16] Will AI take research jobs? Or just reduce demand for projects? 

[10:41] Big changes coming to the research industry 

[11:45] GenAI as both disruptor and fraud fighter 

[13:34] IP rights, ownership, and AI model governance 

[14:06] Counterintuitive research insights from a failed quant-to-qual pipeline 

[15:38] What researchers often get wrong: blind spots in automation 

[16:52] Mentorship, relationships, and in-person connection 

[17:58] How self-funded research helped shape Tyler’s thinking 

[18:31] Book rec: Never Split the Difference by Chris Voss 

[19:24] Where to connect with Tyler and final remarks

Useful links:

Tim Sanders on LinkedIn: https://www.linkedin.com/in/tyler-lewtan-7bb94546/

Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood

Learn more about QuestionPro: https://www.questionpro.com

In this episode, Dan Fleetwood chats with Tim Sanders, VP of Research at G2, about the 2025 Buyer Behavior Report and why AI is now a baseline expectation, not a bonus. From survey design to buyer churn, Tim explains how AI is reshaping B2B decisions, and what sellers need to know about adoption, value, and the future of software discovery.

Guest:

Tim Sanders – VP of Research & Insights at G2 and executive fellow at Harvard’s Digital Data Design Institute. Tim is a bestselling author and former Yahoo executive, known for his human-centric take on technology, strategy, and growth. At G2, he leads AI research and buyer trend analysis for the world’s largest software marketplace.

Topics and timestamps:

[00:00] Intro 

[00:38] Tim Sanders’ background and role at G2 

[02:35] Using AI for survey design, question logic, and visualizations 

[06:14] AI’s obsession with bias detection 

[07:37] Why “AI Always Included” became the 2025 headline 

[08:51] How to spot real vs. superficial AI in software tools 

[10:41] AI’s core value: optimization, personalization, automation 

[11:30] Understanding the AI agent gradient: From copilots to systems 

[14:16] Why enterprise buyers now prioritize adoption over ROI 

[17:41] The rise of central IT as the main AI funder 

[20:12] Why marketers must learn to speak to tech leaders 

[21:35] Which GTM strategies companies are overlooking most 

[23:05] 4 out of 5 buyers say AI has changed how they research 

[23:48] 29% of software buyers now start with a chatbot 

[24:06] How Google is losing ground to AI search in enterprise 

[25:35] The new buyer path: LLMs → review sites → vendor site 

[27:31] Why natural language platforms like G2 outperform static sites 

[29:55] Final advice: get rid of your traditional subscription model 

[33:02] Outro

Useful links:

Tim Sanders on LinkedIn: https://www.linkedin.com/in/timsanders

Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood

Learn more about QuestionPro: https://www.questionpro.com

In this episode, Dan Fleetwood sits down with UX research veterans Nik Blach, former Senior Manager UX Data Research at Epic Games, and Rob Aseron, a research consultant and former Director of UX Research at Zynga, along with Vivek Bhaskaran, founder and CEO of QuestionPro. Together, they unpack how player-centric research drives innovation and engagement in gaming. From measuring "fun" and mastering game mechanics to the real-world impact of surveys on game development, this episode explores how research shapes not only gameplay, but also business strategy. 

Guests:

Nik Blach – Former UX Data Research Lead at Epic Games, Nik worked on Fortnite, Fall Guys, and Rocket League. His work on MaxDiff surveys directly influenced cosmetic offerings in Fortnite, blending player preference data with real-time product strategy.

Rob Aseron – As former Director of UX Research at Zynga, Rob led benchmarking and competitive analysis during the company’s rapid growth. Now a consultant, he helps teams turn research into product strategy.

Vivek Bhaskaran – Founder and CEO of QuestionPro, Vivek has 20 years of experience building tools for scalable research. His work spans gaming, healthcare, HR, and CX, empowering teams to act fast on insights.
 

Topics and timestamps:

[00:00] Intro 

[02:08] What UX research looks like inside gaming companies 

[05:31] Scaling insights for massive player bases 

[08:21] How feedback changes games 

[12:33] The risks of simplifying games for mobile 

[15:06] Measuring “fun” in gaming: Is it even the right metric? 

[27:38] Qualitative vs. quantitative research workflows 

[30:24] Building feedback loops into the development process 

[32:58] Using surveys to answer PM questions 

[36:32] Feedback loops before release 

[38:35] AI in research: Use cases, challenges & wins 

[44:51] Future of survey design: AI-powered storytelling previews 

[49:22] Final thoughts 

[50:07] Outro

Useful links:

Follow Nik Blach on LinkedIn: https://www.linkedin.com/in/nikblach/

Follow Rob Aseron on LinkedIn: https://www.linkedin.com/in/robaseron/

Follow Vivek Bhaskaran on LinkedIn: https://www.linkedin.com/in/vivekbhaskaran/

Follow Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood/

Learn more about QuestionPro: https://www.questionpro.com

In this episode, Dan Fleetwood speaks with Aarti Bhaskaran, Global Head of Research and Insights at Snap. Aarti dives deep into the evolving role of augmented reality in media consumption and its impact on brand marketing, particularly in relation to Gen Z. She shares Snap’s groundbreaking research on generational trends, shopping behaviors, and the future of word-of-mouth marketing in the digital age. From AR lenses to understanding the attention span of Gen Z, this episode is packed with valuable insights for market researchers and marketers alike.

Guest:

Aarti Bhaskaran – With 19 years of experience in market research, Aarti Bhaskaran is the Global Head of Research and Insights at Snap, leading research on audience behavior, media consumption, and emerging technologies like augmented reality.

Topics and timestamps:

[00:00] Intro

[00:26] Aarti’s background

[02:05] Exploring Gen Z’s social media consumption and expectations from brands

[4:44] How Gen Z’s approach to content differs from Millennials

[6:08] The evolution from filters to AR lenses

[7:44] AR’s role in word-of-mouth marketing

[11:08] How AR is used for product try-ons

[11:43] Snap’s mixed methodology approach

[13:20] Gen Z’s higher processing power

[16:25] The challenge of proving market research's value

[17:48] How researchers can better align their work with business goals

[19:39] What market researchers get wrong

[22:24] How AI is influencing market research

[23:04] Resources that have shaped Aarti's career

[25:18] How to connect with Aarti

[26:00] Outro

Useful links:

Follow Aarti Bhaskaran on LinkedIn: https://www.linkedin.com/in/aarti-bhaskaran-b1658414/ 

Follow Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood/

Learn more about QuestionPro: https://www.questionpro.com

Dan Fleetwood sits down with Bob Fawson, the founder of Data Quality Co-op, a groundbreaking independent clearinghouse for first-party data quality. Bob shares his journey in the market research industry, the critical role of data quality in research, and his insights into how the industry is evolving in the digital age. This episode is filled with valuable advice for researchers looking to navigate the world of data and ensure the highest standards of quality.

Guest:

Bob Fawson – With 19 years of experience in market research, Bob Fawson is the founder and CEO of Data Quality Co-Op, the industry's pioneering independent clearinghouse for first-party data quality.

Topics and Timestamps:

[00:00] Intro

[00:30] Bob’s journey

[01:37] What is Data Quality Co-op?

[04:56] The role of technology in data quality

[07:15] Data quality challenges

[09:50] AI & data quality

[11:26] Improving market research

[14:45] Advice for new researchers

[16:27] Storytelling in market research

[19:13] Closing remarks

Useful links:

Follow Bob Fawson on LinkedIn: https://www.linkedin.com/in/bob-fawson-2590168/

Follow Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood/

Learn more about QuestionPro: https://www.questionpro.com