In this episode of The Curiosity Current, hosts Stephanie and Elana Marmorstein talk with Adam Hagerman, a researcher and strategist whose career has spanned Apple, GLG, and Indeed. With a background in music, history, and public affairs, Adam brings a systems-thinking approach to research, blending qualitative depth and quantitative rigor to turn complexity into strategy. Adam explains how his career journey, from retail inefficiencies to shaping UX research functions at Indeed, revealed a truth: research is most valuable when it controls the narrative and informs what gets built, not just validates what already exists. He shares why the difference between usability and usefulness matters, how Jobs-to-Be-Done uncovers unmet needs, and why metrics like in-situ usefulness outperform NPS for guiding product teams. The discussion also explores how AI and automation can take on the dull and repetitive work, freeing researchers to focus on high-stakes, human-centered decisions. Adam emphasizes that influence in research is social as much as it is analytical; next-generation professionals must combine storytelling, contextual awareness, and foresight. His mantra is simple but powerful: when research is involved, good things happen.
What You’ll Learn:

• How research evolves from a feedback mechanism to a strategic driver
• The difference between usability (wants) and usefulness (needs)
• Why Jobs-to-Be-Done reframes outcomes and reveals white space
• How to move beyond NPS with more actionable metrics
• The role of AI in automating dull, dirty, and repetitive tasks, and where humans must lead
• Influence strategies: how researchers can control the narrative with stakeholders
• Why next-gen researchers need to master systems thinking, storytelling, and foresight

If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do this are here.
Episode Resources:

• Adam Hagerman on LinkedIn
• aytm Website
• Stephanie Vance on LinkedIn
• Elana Marmorstein on LinkedIn
• The Curiosity Current: A Market Research Podcast on Apple Podcasts
• The Curiosity Current: A Market Research Podcast on Spotify
• The Curiosity Current: A Market Research Podcast on YouTube

 The Curiosity Current: A Market Research Podcast is handcrafted by our friends over at: fame.so

In this episode of The Curiosity Current, hosts Stephanie and Julie Myers talk with Dr. Hassan Aleem, Senior Consumer Insights Partner at Amazon, about how behavioral science can decode the messy world of grocery shopping. Drawing on his academic background in neuroaesthetics at Georgetown University and applied work in UX research and consulting, Hassan explains why grocery retail poses unique challenges for measurement and how researchers can combine methods like basket analysis, receipt-linked surveys, shop-alongs, and intercepts to capture subconscious drivers of behavior. He shares how the choice, preference loop shows that even one small decision can reshape future liking, why negative experiences can eliminate entire categories from consideration, and how an aesthetic mindset, shaped by abstract art or packaging design, can influence perceptions of quality and even alter taste. The discussion also explores the limits of translating in-store insights into online grocery, why experience design matters for reducing decision fatigue and building loyalty, and how longitudinal methods like diary studies can reveal the before-and-after context of consumer choices. It’s both a behind-the-scenes look at how one of the world’s largest retailers applies behavioral science in a physical space and a practical guide for turning consumer psychology into strategies that improve loyalty, differentiate experiences, and connect directly to business outcomes.
What You’ll Learn

• Why A/B testing breaks down in physical grocery settings
• How to combine surveys, POS data, intercepts, and ethnography for richer insight
• The choice, preference loop: how one purchase reshapes future attention and liking
• Why negative experiences can erase entire categories from consumer consideration
• How packaging design and abstract art prime perceptions of quality, price, and taste
• The pitfalls of assuming in-store insights translate directly to online grocery
• How to design in-store experiences that reduce fatigue and delight families
• Why longitudinal studies and contextual elicitation are the future of retail research
• Career advice for new insights professionals: curiosity > credentials

If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do this are here.
Episode Resources:

• Dr. Hassan Aleem on LinkedIn
• Amazon website
• Stephanie Vance on LinkedIn
• The Curiosity Current: A Market Research Podcast on Apple Podcasts
• The Curiosity Current: A Market Research Podcast on Spotify
• The Curiosity Current: A Market Research Podcast on YouTube
  
  

 The Curiosity Current: A Market Research Podcast is handcrafted by our friends over at: fame.so

In this episode of The Curiosity Current, hosts Stephanie and Glenn Fleischman talk with Michael Nevski, Director of Global Insights at Visa, about how AI, affluent consumers, and the gig economy are reshaping payment trends and brand strategy. Drawing on his career spanning roles at Danaher, IRI, and Charles Schwab, Michael explains how curiosity guided his path into insights and why blending transactional and behavioral data is essential for building a true 360° view of the consumer. He shares perspectives on affluent households sustaining spend, the diverse motivations of gig workers, and the growing need for brands to address long-term consumer anxieties around trust, security, and opportunity. The discussion also explores how agentic AI enables real-time insights and hyper-personalization, why synthetic data must prove its reliability, and what leaders can do to position insights teams as strategic partners rather than order takers. Michael underscores the value of mentorship, cross-functional collaboration, and intellectual curiosity as the foundation for driving foresight and growth.
What You’ll Learn

• How agentic AI transforms research with real-time, unbiased personalization
• Why affluent consumers sustain spending while others contract, and how brands should respond
• The hidden structure of the gig economy (direct freelancers, platform workers, fractional executives)
• How to build a 360° consumer view by combining transactional and traditional research
• What brands can do to address long-term consumer anxieties around trust, housing, and education?n
• How insights leaders can foster teams that are internal strategy consultants rather than order-takers
• Why synthetic data adoption depends on transparency and proof, not just hype
• The career value of curiosity and mentorship in building resilience and foresight

If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do this are here.
Episode Resources:

• Michael Nevski on LinkedIn
• Visa Website
• Glenn Fleischman on LinkedIn
• Stephanie Vance on LinkedIn
• The Curiosity Current: A Market Research Podcast on Apple Podcasts
• The Curiosity Current: A Market Research Podcast on Spotify
• The Curiosity Current: A Market Research Podcast on YouTube
  
  

 The Curiosity Current: A Market Research Podcast is handcrafted by our friends over at: fame.so

In this episode of The Curiosity Current, hosts Stephanie and Tiffany talk with Marcus Cunha Jr., Robert O. Arnold Professor of Marketing and Director of the Master of Marketing Research program at the University of Georgia, about preparing the next generation of insights leaders. Drawing on real-world projects with companies like UPS and Coca-Cola, Marcus explains how the program blends academic rigor with practical experience to ensure students learn to connect insights to ROI and business impact. He shares how AI and automation are reshaping skill requirements, why curiosity, adaptability, and storytelling remain irreplaceable, and how alumni continue to rise into leadership roles across the industry. The discussion also touches on his research into how popularity shapes perceptions of expertise and how color saturation influences consumer judgments of product potency. It’s both a window into how one of the most respected programs in the field is evolving and a practical guide for turning research into a driver of strategy rather than just a source of data.
What You’ll Learn:

• How UGA’s MMR program blends academic rigor with industry-ready skills
• Why research without influence is just a cost, and how to tie insights to ROI
• Real examples of student projects adopted by UPS and Coca-Cola
• How AI changes skill requirements, but why curiosity, empathy, and storytelling matter more than ever
• The career trade-offs between supplier and client roles for emerging researchers
• Why are persuasive delivery and presentation skills as vital as analytics
• How Marcus’s research connects popularity with perceived expertise and color with perceived potency

If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts, instructions on how to do this are here.

Episode Resources:

• Marcus Cunha Jr. on LinkedIn
• University of Georgia MMR Program
• Tiffany Mullen on LinkedIn
• Stephanie Vance on LinkedIn
• The Curiosity Current: A Market Research Podcast on Apple Podcasts
• The Curiosity Current: A Market Research Podcast on Spotify
• The Curiosity Current: A Market Research Podcast on YouTube
  
  

 The Curiosity Current: A Market Research Podcast is handcrafted by our friends over at: fame.so

In this episode of The Curiosity Current, host Stephanie talks with Lev Mazin, CEO and Co-Founder of aytm, about reimagining how consumer insights are generated and used. Beginning with aytm’s origins under the lean startup movement, Lev explains how design thinking shaped the platform’s evolution from a scrappy prototype to a trusted global solution. He outlines how integrated panels solved the disconnect between survey tools and respondents, and how automation, such as advanced analytics like perceptual, mapping, and MaxDif, made once-exclusive methods accessible to a wider audience. The conversation also highlights aytm’s respondent-first philosophy through PaidViewpoint, where incentives, fairness, and respect became the foundation for data quality. Lev explores the rise of synthetic data, the challenge of distinguishing signal from noise, and why dormant corporate data represents the next frontier for insights. Grounded in curiosity, adaptability, and respect for people, the discussion offers a forward-looking view of how technology and human-centered design will shape the future of research.
What You’ll Learn

• How aytm evolved from a design studio project into a global insights platform
  
  
• Why integrating panels and automating analytics reshaped accessibility in research.
  
  
• How design thinking informs product development for both experts and non-researchers
  
  
• Why treating respondents as partners, not commodities, is key to data quality
  
  
• How aytm’s PayViewpoint redefined respondent incentives and trust
  
  
• The role of synthetic data and AI in the future of consumer insights
  
  
• Why dormant corporate data may be the biggest untapped opportunity in the next decade
  
  
• Practical advice for new researchers entering a rapidly evolving field

If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do this are here.

Episode Resources:

• Lev Mazin on LinkedIn
• aytm (Ask Your Target Market) Website
• PaidViewpoint Website
• Stephanie Vance on LinkedIn
• The Curiosity Current: A Market Research Podcast on Apple Podcasts
• The Curiosity Current: A Market Research Podcast on Spotify
• The Curiosity Current: A Market Research Podcast on YouTube

 The Curiosity Current: A Market Research Podcast is handcrafted by our friends over at: fame.so

In this Best Bits episode of The Curiosity Current, hosts Matt and Stephanie bring together 10 of the boldest hot takes from past conversations with researchers, strategists, and leaders who aren’t afraid to challenge convention. Each guest answers one provocative question:

“What’s the boldest hot take you have about leadership, research, or human connection?”

Rand Fishkin pulls no punches in exposing the myth of the all-knowing CEO and opens up about the tension between money, ego, and staying grounded. Leyla Doany explains why storytelling, not statistics, is what breaks through executive overload, while Ashley Hopkins draws creative parallels between shoes and mattresses to unlock new ways of thinking about user experience.

Jeff Dahms argues that paper surveys are making a comeback as digital channels erode trust, and Roddy Knowles highlights how poor study design can drive participants away before insights are even collected. Raina Rusnak underscores the role of empathy in building loyalty and trust within teams, while Louisea Hudson champions researchers as the true voice of the customer. Subhasish Nanda reframes telecom as a relationship business, not just a commodity, and Dave Ritter cautions that AI is only as valuable as the humans who validate and guide it. Finally, Ben Valenta turns “sports hate” on its head, showing how rivalries actually foster deeper community and connection.

This episode is a curated collection of the sharpest, funniest, and most thought-provoking moments from The Curiosity Current, a practical guide to rethinking leadership, research, and the human connections that shape them.
What You’ll Learn:

• Why Rand Fishkin believes CEOs are “just pretending”  and why wealth doesn’t have to turn you into a “turd burger.”
• How storytelling creates emotional resonance in overloaded executive environments.
• Why paper surveys may feel safer and more reliable in today’s trust-challenged world.
• What shoes and mattresses reveal about parallels in user experience research.
• How to protect participants from burnout and keep them coming back.
• Why empathy and genuine support are the foundation of strong leadership.
• How researchers can be more than data keepers, becoming the true voice of the customer.
• Why telecom is about relationships, not just devices.
• The limits of AI in insights and why human validation still matters.
• How “sports hate” can create deeper bonds between communities of fans.

If you enjoyed this Best Bits episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do this are here.
Episode Resources:

• Rand Fishkin on LinkedIn
• Leyla Doany on LinkedIn
• Ashley Hopkins on LinkedIn
• Jeff Dahms on LinkedIn
• Roddy Knowles on LinkedIn
• Raina Rusnak on LinkedIn
• Louisea Hudson on LinkedIn
• Subhasish Nanda on LinkedIn
• Dave Ritter on LinkedIn
• Ben Valenta on LinkedIn
• Matt Mahan on LinkedIn
• Stephanie Vance on LinkedIn
• The Curiosity Current: A Market Research Podcast on Apple Podcasts
• The Curiosity Current: A Market Research Podcast on Spotify
• The Curiosity Current: A Market Research Podcast on YouTube
  
  

 The Curiosity Current: A Market Research Podcast is handcrafted by our friends over at: fame.so

In this episode of The Curiosity Current, hosts Stephanie and Victoria talk with Sarah Montgomery, Director of Human Insights at The Coca-Cola Company, about using the Socratic method to uncover deeper truths in research. Drawing on her work with brands like Vitaminwater, Smartwater, Dasani, Simply, and Honest Kids, Sarah explains how disciplined questioning helps challenge assumptions, avoid confirmation bias, and bridge the gap between corporate jargon and consumer reality. She shares techniques for addressing uncomfortable insights without damaging trust, and why intellectual courage is essential for moving past consensus-driven decision-making. The discussion also explores how to balance speed and rigor in an AI-driven research environment while maintaining focus on what truly matters. Sarah underscores the importance of broad curiosity beyond data and into culture, as a tool for better understanding human behavior. It’s a practical guide for turning research into a strategic driver rather than just a source of answers.
What You’ll Learn:

• What the Socratic method is and how it sharpens critical thinking in market research
• How disciplined questioning helps researchers avoid confirmation bias and surface deeper insights
• Why intellectual courage is essential for delivering inconvenient truths that challenge the status quo
• How to reintroduce “the vernacular of real people” into research and brand decisions
• Ways to deliver difficult findings constructively, preserving collaboration with creative and brand teams
• The risk of mistaking speed for meaning in agile, AI-enabled research environments
• Why cultivating broad curiosity, in art, literature, history, and beyond, makes you a better researcher
• How to build stakeholder relationships that move you from “order taker” to trusted thought partner

Episode Resources:

• Sarah Montgomery on LinkedIn
• The Coca-Cola Company Website
• Victoria Waldman on LinkedIn
• Stephanie Vance on LinkedIn
• The Curiosity Current: A Market Research Podcast on Apple Podcasts
• The Curiosity Current: A Market Research Podcast on Spotify
• The Curiosity Current: A Market Research Podcast on YouTube
  
  

 The Curiosity Current: A Market Research Podcast is handcrafted by our friends over at: fame.so

In this episode of The Curiosity Current, host Stephanie sits down with Raina Rusnak, Head of Market Research and Business Intelligence at StarKist and CEO of 750 Research, to explore the intersection of mental health and market research. From leveraging qualitative techniques to foster workplace resilience to transforming unemployment into opportunities for growth, Raina shares insights from her book "Sampling Life" and her experience as both a researcher and mountaineer. Whether you're navigating career transitions or leading insights teams, this conversation offers practical strategies for maintaining mental wellness in high-pressure environments while delivering impactful research. Tune in to discover how combining empathetic leadership with methodological rigor can create stronger teams and better insights.
What You’ll Learn:

• How mountaineering principles translate to professional success through teamwork, communication, and resilience
• The power of sensory research in product development and how to integrate consumer feedback into flavor creation
• Why qualitative research remains crucial for understanding deeper emotional connections between consumers and brands
• How to transform unemployment periods into opportunities for personal growth and community impact
• The "10-minute nature rule" for maintaining mental health in high-pressure work environments
• Why leading with empathy and flexibility creates stronger, more productive research teams
• How AI and automation can enhance qualitative research while maintaining the human element
• The evolution of consumer insights from traditional methods to real-time feedback loops

Episode Resources:

• Raina Rusnak on LinkedIn
• StarKist on LinkedIn
• 750 Research on LinkedIn
• StarKist Website
• 750 Research Website
• Stephanie Vance on LinkedIn
• The Curiosity Current: A Market Research Podcast on Apple Podcasts
• The Curiosity Current: A Market Research Podcast on Spotify
• The Curiosity Current: A Market Research Podcast on YouTube
  
  

 The Curiosity Current: A Market Research Podcast is handcrafted by our friends over at: fame.so

In this fascinating episode of The Curiosity Current, hosts Stephanie and Matt explore the powerful social dynamics of sports fandom with Ben Valenta, SVP of Strategy at Fox Sports and co-author of "Fans Have More Friends." Discover why fandom is about more than just watching games, how sports create lasting social bonds, and why engaged sports fans are consistently the most active consumers across all media. Whether you're a marketer seeking to understand consumer behavior or curious about the science behind fan communities, this conversation reveals how sports fandom signals deeper social engagement and delivers surprising insights about human connection. Learn why the biggest sports fans aren't just passionate about games - they're more engaged in every aspect of society.
What You’ll Learn:

• Why sports fandom is primarily driven by community connection rather than entertainment value
• How the "Fan Flywheel" principle explains the development of sustained fandom through repeated social interactions
• The surprising truth about sports rivalries and why they're less important than commonly believed
• Why viewing sports as "escapism" misframes consumer motivation and leads to incorrect business strategies
• How to leverage sports fandom as a powerful signal of broader consumer engagement and brand affinity
• Why sports fans are consistently the most engaged consumers across all media categories and product types
• The critical role of long-term thinking in cultivating fan communities and creating meaningful engagement
• How brands can better facilitate social connections rather than just focusing on content delivery

If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts, instructions on how to do this are here.
Episode Resources:

• Ben Valenta on LinkedIn
• FOX Sports on LinkedIn
• FOX Sports Website
• Stephanie Vance on LinkedIn
• Matt Mahan on LinkedIn
• The Curiosity Current: A Market Research Podcast on Apple Podcasts
• The Curiosity Current: A Market Research Podcast on Spotify
• The Curiosity Current: A Market Research Podcast on YouTube

 The Curiosity Current: A Market Research Podcast is handcrafted by our friends over at: fame.so

In this candid conversation, hosts Matt and Stephanie sit down with Rand Fishkin, CEO of SparkToro and former CEO of Moz, to explore the evolving landscape of audience research and ethical AI implementation. From challenging traditional venture capital models to building "chill work" companies, Rand shares invaluable insights on creating sustainable businesses without sacrificing personal values. Whether you're a marketer seeking better audience understanding, an entrepreneur navigating the startup world, or simply curious about the future of consumer insights, this episode offers a refreshing perspective on doing business differently in today's tech-driven world.

• Key topics include reimagining audience research, ethical AI adoption, and building sustainable tech companies
• Learn about SparkToro's innovative approach to understanding target audiences
• Discover why traditional survey methods may be misleading and how to gather more accurate consumer insights
• Understand the real impact of AI on marketing and business strategy

What You’ll Learn:

• How to build a "chill work" company culture that prioritizes work-life balance while maintaining profitability
• Why traditional post-purchase surveys often mislead marketers and how to gather more accurate customer insights
• The truth about AI's capabilities and limitations in business applications
• How to approach audience research with a problem-first mindset rather than a data-first approach
• Why zero-click marketing is becoming increasingly important as platforms reduce outbound traffic
• The "Statistical Truth" principle for balancing vocal minority feedback with broader market data
• How to maintain ethical business practices while navigating venture capital and emerging technologies
• Why visual presentation of data has become crucial for marketing professionals pitching to leadership

If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do this are here.
Episode Resources:

• Rand Fishkin on LinkedIn
• SparkToro on LinkedIn
• SparkToro Website
• Stephanie Vance on LinkedIn
• Matt Mahan on LinkedIn
• The Curiosity Current: A Market Research Podcast on Apple Podcasts
• The Curiosity Current: A Market Research Podcast on Spotify
• The Curiosity Current: A Market Research Podcast on YouTube
  
  

 The Curiosity Current: A Market Research Podcast is handcrafted by our friends over at: fame.so