Podcast appearances and mentions of sima vasa

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 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

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 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

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 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

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 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

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 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

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

On this episode, host Sima Vasa talks to George London, Chief Technology Officer of Upwave. George shares insights into the complexities of the advertising ecosystem, the role of data in campaign optimization and the parallels between financial and ad markets. Key Takeaways: (02:14) From philosophy to data leadership.(05:34) Persistence and adaptability shaped George's path to CTO.(08:15) Causal inference helps Upwave provide reliable insights for large media investments.(11:32) Rigorous measurement turns $10M in ad spend into $20M in value.(13:10) Daily insights from Upwave simplify complex national ad campaigns.(15:12) Actionable insights drive Upwave's mission to optimize brand investments.(16:23) Targeted surveys reveal brand impact across specific ad campaigns.(17:59) The ad ecosystem spans brands, publishers and a complex chain of intermediaries.(20:36) Generative AI powers Upwave's automated ad reporting with Trade Desk.(22:47) Advertising shares dynamics with financial markets, including bidding and price discovery. Resources Mentioned: UpWaveTrade Desk 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

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 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

On this episode, host Sima Vasa speaks with Darrell Bricker, Chief Executive Officer, Public Affairs at Ipsos. They discuss the evolving landscape of public opinion research, the role of emotional connection in politics, and the shifting global demographics shaping our future. Key Takeaways: (02:30) Mentorship and opportunity shape a meaningful career in polling. (05:01) Public affairs research centers on understanding citizens, not consumers. (06:58) Global polling now offers real-time insights into worldwide issues. (08:43) Mobile phones enable global polling access, even in remote areas. (10:28) Decline in deference empowers citizens to challenge authority. (12:56) Political volatility rises as traditional party loyalty declines. (15:04) Constant skepticism in research strengthens accuracy and reliability. (16:29) Emotional connection now outweighs rationality in political appeal. (19:21) A public affairs career thrives on social science and global curiosity. (22:13) Global population is set to peak mid-century, then decline rapidly. (25:42) Urbanization and women's evolving roles contribute to lower birth rates. Resources Mentioned: Ipsos Empty Planet: The Shock of Global Population Decline 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 #publicopinion

On this episode, host Sima Vasa welcomes Michael Winnick, Founder and CEO of dscout. They discuss his journey in the worlds of product, design and technology. Michael shares insights on how patience and persistence shaped his entrepreneurial journey and how dscout helps companies conduct innovative, real-time research. Key Takeaways: (02:45) Michael's journey from startups to founding dscout. (07:16) Democratizing research with new technology. (10:32) How UX and design align with research. (14:24) Adapting products to market shifts. (17:51) Managing the balance between ambition and patience. (21:15) The challenge of bringing products to market. (23:44) The importance of building a great team. (26:02) Success comes from customer impact. Resources Mentioned: The Nielsen Norman Group IDEO Stanford d.school 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

On this episode, host Sima Vasa talks to Matt Celuszak, Co-Founder and CEO of Element Human, about the intersection of AI and human behavior. Together they explore how data can drive better brand engagement. Matt shares his insights on understanding human emotions and reactions, focusing on attention data and using behavioral understanding to create memorable, impactful campaigns. Key Takeaways: (03:39) AI-driven insights help marketers understand how human emotions affect engagement. (07:15) Attention and stopping power are crucial for creating lasting brand impressions. (11:03) Combining human behavior with data drives personalized marketing strategies. (14:24) Emotional response correlates with memorability and purchase intent. (19:00) Real-world behavioral responses provide complementary data to standard metrics. (23:15) Balancing creators' authenticity with brand messaging is key to successful influencer marketing. (28:10) The staying power of content is as critical as initial engagement in brand building. (31:30) Understanding the emotional impact of content helps brands connect more effectively with consumers. Resources Mentioned: Element Human homepage 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

On this episode, host Sima Vasa talks to Tim Hoskins, President of Quester, and Brett Townsend, Senior Vice President of Strategy at Quester, about the future of insights and how to drive meaningful change in the industry. Brett and Tim share revelations from their book, “Insights on the Brink,” and discuss how empathy, emotion and storytelling play critical roles in creating impactful business decisions. Key Takeaways: (03:45) Empathy and emotion are vital for creating successful consumer insights. (07:22) It's not just about data — turning it into actionable insights is where the magic happens. (10:15) Business strategy should go hand in hand with insights to drive meaningful results. (13:55) Consumer conflict is what drives great storytelling and effective solutions. (17:05) Data-driven decision-making requires a shift in mindset and processes. (21:30) Asking challenging questions can push companies to innovate and break from the status quo. (24:12) High-end consultative insights are critical to providing value in a fast-evolving market. (27:45) The future of insights is in combining talent, empathy and technology to deliver impactful stories. Resources Mentioned: “Insights on the Brink” on Amazon 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

On this episode, host Sima Vasa talks to Kai Stübane, Solution Chief Revenue Officer for SAP CX for Middle and Eastern Europe, about the evolving role of customer experience (CX) in driving business success. Key Takeaways: (00:06) Kai's journey from PwC to SAP. (01:21) CX covers all customer touchpoints. (03:33) SAP uses data to improve CX. (05:48) CX boosts top-line revenue. (09:00) Global shift toward automation and self-service. (13:03) Personalization is critical to customer satisfaction. (16:48) AI's growing role in customer experience. (17:45) Focus on CX leads to market growth. (21:00) Clean data is crucial for AI and automation. Resources Mentioned: SAP CX Solutions FlixBus Greyhound 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

On this episode, host Sima Vasa talks to Eugene Murphy, Founder and CEO of Indeemo, who shares insights on how Indeemo is revolutionizing digital ethnography and qualitative research through innovative video solutions. Key Takeaways: (00:06) Eugene's journey from engineering to founding Indeemo. (02:03) Creating a seamless user experience for all ages. (04:12) Pivoting Indeemo from a social app to a research tool. (08:01) The power of mobile ethnography in market research. (14:07) The importance of capturing authentic customer moments via video. (18:15) Video is more impactful than traditional research methods. (20:06) A seamless user experience is crucial for respondent engagement. (24:15) Generative AI enhances the scalability of video research. (27:00) Teaching clients to create effective, consistent prompts for research. Resources Mentioned: Indeemo 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

On this episode, host Sima Vasa talks with Vittorio Raimondi, CEO and Founder/Managing Partner of Foresight Strategy, about the intricacies of leadership, data analytics and the power of creativity and curiosity in driving business success. Key Takeaways: (04:30) Using system dynamics to effectively model complex business environments. (06:45) Mapping consumer journeys to uncover key opportunities for growth. (09:00) How holistic insights are leveraged by big brands such as Hewlett Packard and Coca-Cola.  (12:15) The importance of being data-agnostic and tailoring solutions to meet client needs. (16:00) Creativity and curiosity are crucial elements for delivering innovative solutions. (18:45) The challenge of hiring talent that combines both analytical and creative problem-solving skills. (22:30) AI as a tool to enhance efficiency while ensuring human-driven insights remain integral. (24:00) The need for leadership evolution in supporting a skilled and growing team. Resources Mentioned: Foresight Strategy System Dynamics Society McKinsey & Company 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

On this episode, host Sima Vasa is joined by Priscilla McKinney, CEO and Founder of Little Bird Marketing, to discuss the evolving landscape of market research, the importance of digital transformation and the value of strong client relationships. Key Takeaways: (03:10) Pivoting to new verticals drives success. (03:28) Deepening relationships with existing clients is key. (04:39) CEOs must confront and manage their fears. (05:09) Entrepreneurs need to overcome fear and seize opportunities. (06:09) Branding in market research is evolving rapidly. (07:48) Demonstrating value in terms of revenue is essential. (10:09) Upskilling is crucial for staying relevant. (12:24) Digital transformation enhances team collaboration and engagement. (14:30) Visibility and relationships are vital for success. (16:42) Emotional intelligence plays a key role in business relationships. (19:54) Small favors can have a big impact in business. (20:24) Collaboration doesn't always have to be a big deal. Resources Mentioned: Little Bird MarketingSuzyDigital Transformation Success Podcast 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

On this episode, host Sima Vasa welcomes Andrew Moffatt, CEO and Co-Founder of Qrious Insight, to explore the evolution of data analytics, the impact of AI and the future of market research. Andrew discusses how the integration of behavioral data with advanced analytics is transforming the way businesses understand and engage with their audiences.  Key Takeaways: (01:19) Andrew reflects on 25 years in market research.(03:07) Founding Qrious Insight and its evolution.(06:20) The importance of behavioral data for accurate insights.(12:53) Informing ad placement with behavioral data.(18:25) High retention rates in behavioral data tracking.(27:31) Generational differences in data privacy and acceptance.(34:30) AI's transformative role in data analytics.(36:00) The future potential of synthetic data models.(37:00) Bridging insights and marketing with behavioral data. Resources Mentioned: Paradigm SampleSima VasaQrious Insight 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

On this episode, host Sima Vasa talks to Steve Bagdasarian, Chief Commercial Officer of Comscore, Inc., to explore the evolution of ad measurement and the convergence of traditional and digital media. Key Takeaways: (02:00) Measurement data offers competitive advantages.(02:05) Media strategy is now driven by actionable data.(04:00) The importance of continual curiosity and adaptation in the media industry.(06:51) Ad formats are evolving, with short-form video and creator-led content gaining traction.(08:07) The shift toward outcome-oriented advertising.(09:19) The role of data regulation and consumer privacy.(10:23) The impact of signal loss on advertising strategies.(15:04) Cross-platform measurement is crucial for optimizing media mix.(18:00) Real-time data processing enhances programmatic advertising efficiency.(20:03) AI's future role in ad and media measurement. Resources Mentioned: Comscore Publishers Clearing House 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

On this episode, host Sima Vasa welcomes Holland Martini, Chief Insights Officer of GOODQUES, who shares her journey and insights on revolutionizing market research through creativity and human-centric methods. Key Takeaways: (00:00) Holland emphasizes the importance of being comfortable with discomfort. (03:31) The role of data at GOODQUES is not just to validate but to inspire.  (04:53) Luck and timing played a significant role in GOODQUES' early success.  (07:00) Considering every individual involved in the research process is crucial.  (07:42) The foundation of human-centricity at GOODQUES, from brief to delivery.  (14:30) Crafting questions in colloquial language leads to better responses.  (22:42) Casting moderators who resonate with respondents improves insights.  (26:13) Understanding different disciplines while being an expert in one is key. (30:00) Saying no to projects that don't fit maintains focus and quality. Resources mentioned: GOODQUES 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

On this episode, host Sima Vasa talks to Alex Hunt, CEO of Behaviorally, about the transformative role of technology in the market research industry and how Behaviorally leverages AI and digital tools to innovate data insights. Key Takeaways: (00:54) Technology's inevitable impact on industries. (03:16) Alex's shift to pioneering behavioral sciences. (05:36) Enhancing decision-making through packaging insights. (07:59) Digital methodologies boost efficiency and cut costs. (09:00) AI's role in improving predictive accuracy. (10:27) The importance of ethical standards during change. (13:25) Developing predictive models with feedback data. (15:20) Handling organizational resistance to change. (17:32) AI's future role in market research transformation. (19:50) Leadership aligned with technological advancements. Resources Mentioned: Behaviorally 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

On this episode, host Sima Vasa talks with Georgina Nelson, CEO and Founder of TruRating. They delve into the transformative role of consumer feedback in retail and how Georgina's varied career path contributed to her innovative approach to business. Key Takeaways: (01:39) Georgina's journey from psychology to law. (03:00) Reliable consumer data is vital. (04:07) Career twists and following intuition. (06:46) Greetings in retail boost sales. (07:26) Integrating feedback with payment terminals. (09:24) Impact of store greetings on loyalty. (12:00) Ethical data use and supporting charities. (14:10) The challenges of tech in traditional retail. (17:49) TruRating's growth and scalability. (19:48) Purpose-driven ethics in business. Resources Mentioned: TruRating 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

On this episode, host Sima Vasa welcomes Rick West, Co-Founder and CEO of Field Agent. They delve into Rick's journey from a significant tenure at Procter & Gamble to establishing Field Agent, a company at the forefront of retail and consumer data innovation. The discussion uncovers how Rick's strategic use of corporate severance as seed money laid the foundation for Field Agent's success, the company's growth through acquisitions and the pivotal role of technology in reshaping retail analytics. Rick's insights provide a comprehensive look at the evolution of consumer data collection and its impact on retail strategies. Key Takeaways: (02:15) Rick West reflects on the leap from Procter & Gamble to entrepreneurship. (05:40) Insight into FieldAgent's innovative start and market impact. (11:20) Rick discusses using severance as seed money for business ventures. (15:30) Expansion of FieldAgent through strategic acquisitions and technology. (20:45) The crucial role of consumer engagement in data collection. (25:50) Adaptation of retail to technological advancements and consumer expectations. (30:10) The importance of mobile tech in enhancing retail experiences. (33:25) Rick emphasizes the value of real-time data in retail decision-making. (35:40) Looking ahead: The future of retail analytics and consumer data. Resources Mentioned: Field Agent Procter & Gamble 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

On this episode, host Sima Vasa sits down with Chris Havemann, CEO of RealityMine, to explore the evolution of data collection and its impact on market research. Chris shares experiences gained from his journey in the insights industry, highlighting the shift from survey data to behavioral data collection. Key Takeaways: (01:18) The beginnings of Chris Havemann's entrepreneurial journey. (02:12) Chris transitioned from a corporate career to starting his own business and pivoted from the mobile channel to Research Now. (03:09) The growth and success of Research Now and Chris's personal break before joining RealityMine. (08:27) RealityMine's focus is on revealing real-life behaviors through passive metering technology. (10:04) The significant role mobile device usage plays in understanding consumer behavior. (14:05) Discussion on the insights industry's approach to respondent experience and the potential for AI to transform data analysis. (17:25) RealityMine appoints a chief AI officer and the impact of AI on the insights industry. (21:04) Scenario planning for the future use of AI and synthetic data in market research. (23:01) Chris Havemann's perspective on the future of advertising and the concentration of media power. Resources Mentioned: RealityMine Website Research Now 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

On this episode of Data Gurus, Sima Vasa and Patrick Comer, Co-Founders of restecher, delve into the intricacies of the Restech industry. They discuss how it's reshaping market research, integrating new technologies and influencing business strategies. Their conversation highlights the impact of the Restech landscape on traditional research methods and the emerging role of AI in decision-making processes, offering a unique perspective on the intersection of technology and market insights. Key Takeaways: (01:24) Highlighting the growing importance of Restech in market research. (02:14) Recent developments in mergers, acquisitions and funding in the Restech arena. (03:05) Restech has played a significant role in redefining the market research industry. (06:09) Company roles and identities within the Restech space continue to evolve. (07:59) Reinforcing the value of traditional market research in the face of technological advancements. (10:01) AI exhibits potential — but also challenges — in market research and insights generation. (12:37) What impact has AI had on brand and research agency relationships? (14:26) How veteran research agencies can adapt and utilize historical data in the AI age. (17:33) Continuous technological advancements and their implications in market research. (19:13) Precise decision-making is critical in an AI-influenced research environment. Resources Mentioned: Restech Landscape Restech Website Post your thoughts, using hashtag #restech. 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

On this episode, host Sima Vasa sits down with Arman Eshraghi, CEO and Founder of Qrvey, for an in-depth conversation about revolutionizing data analytics through seamless integration of collection, analysis and automation processes. Arman unveils the unique capabilities of Qrvey, highlighting its role in enhancing SaaS applications with advanced embedded business analytics. Key Takeaways: (01:15) Sima Vasa introduces Qrvey's transformative role in data analytics. (05:20) The pivotal role embedded analytics plays in SaaS application insights. (10:30) The advantages of Qrvey's OEM model for external analytics. (15:45) Overcoming in-house development challenges with Qrvey. (20:55) Tailoring analytics solutions to industry-specific needs. (25:40) Analytics as a strategic tool in SaaS decision-making. (30:50) Success stories from businesses that have adopted Qrvey. (35:30) Qrvey's vision for the future of data analytics. Resources Mentioned: Qrvey 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

On this episode, host Sima Vasa talks to Steve Phillips, Founder and CEO of Zappi, about pioneering automation and artificial intelligence in market research to enhance consumer insight efficiency and quality. Key Takeaways: (01:10) The origin of Zappi for efficient consumer insights. (02:22) Zappi's evolution toward quality and meta analytics. (03:24) Strategy shifts addressing early challenges. (06:24) The transition to technology-driven solutions. (08:54) Their future as a SAS company with AI integration. (11:18) Managing innovation in a rapidly evolving industry. (13:32) Shifting to a data company for richer insights. (15:49) The future of primary research and consumer behavior understanding. (17:57) Broadening the definition of market research. Resources Mentioned: Zappi 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

On this episode, host Sima Vasa talks with Amishi Takalkar, Co-Founder and CEO of NAILBITER, exploring the transformative role of video in capturing authentic shopper behaviors and insights. Key Takeaways: (01:30) Amishi journeyed from an aspiring VJ at MTV India to the CEO of NAILBITER. (02:17) Amishi's career evolution, specifically her roles at Frito Lay and AOL, and how experiencing both client and supplier sides of the industry affected her. (06:03) The inception of NAILBITER, aimed at observing consumers' decision-making processes in real-time. (08:14) Utilizing video as a primary tool for gathering unfiltered shopper insights. (10:06) NAILBITER's unique approach in tagging and quantifying vast consumer data from videos. (14:00) Product placement and retail strategies significantly impact sales and consumer choices. (17:19) The shift in retailer dynamics and the increasing significance of shopper insights. (20:27) The evolving nature of consumer behavior in an omnichannel shopping environment. (24:31) The impact of COVID-19 on shopper behavior and the need for adaptable strategies. (26:19) The integration and challenges of AI in market research. Resources Mentioned: NAILBITER 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

On this episode, host Sima Vasa welcomes Panayotis Gezerlis, Founder and President of Convert Group, to delve into the evolution of retail and e-commerce through data analytics and transparency. Key Takeaways: (02:25) The shift from consulting to data-driven retail strategies. (06:32) The importance of tactical decision-making in marketing and sales. (06:59) Budget redirection towards e-commerce in leading companies. (11:15) Retail media's influence on consumer behavior. (13:48) Utilizing retail media and basket information for customer targeting. (14:14) The critical role of sales decomposition in retail. (16:56) The future of retail with AI chatbot technology. (17:19) Launching user-friendly text advice platforms for retail decisions. Resources Mentioned: Convert Group 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

On this episode, host Sima Vasa welcomes Ben Hookway, CEO of Relative Insight, who delves into the intricacies of leveraging language analytics and unstructured text data to drive business insights. Key Takeaways: (07:54) Exploring the innovation behind comparative linguistic analysis and its practical applications in various industries. (13:49) Comparing age groups uncovers critical differences in language. (17:25) Understanding the relevance of context in language and how it influences consumer interactions and behaviors. (21:45) The importance of guiding clients through integrating new technology and ensuring they derive value from data and solutions. (35:48) As technology becomes mainstream, there's a need to balance cutting-edge solutions with basic, user-friendly applications to accommodate varying customer needs. Resources Mentioned: Relative Insight 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

On this episode, host Sima Vasa is joined by Matt Britton, Founder and CEO of Suzy, for an enlightening conversation about the direction the market-research industry is headed and how leaders evolve with it. Sima and Matt discuss: - The lagging adoption of new technologies, and how resulting inefficiencies get passed on to the consumer. - Generational changes that signal a greater willingness to implement digital tools.  - How failure to evolve is often the result of current leaders' resistance to change. - How AI will continue to shape the industry in new ways as technology improves. - How to maintain research integrity and methodological fundamentals while also allowing space for industry evolution. Matt's startup experience demonstrates the delicate balancing act that current industry leaders must perform, avoiding the bleeding edge of innovation without being perceived as falling behind. Resources - Suzy - Infinity Squared - Infinity Squared - LinkedIn 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

In this episode, Francesco Guglielmino, CEO of Cuebiq, joins host, Sima Vasa, to discuss the evolution of location data and prioritizing consumer privacy. Key Takeaways: (03:49) Implementing a privacy framework with consent tracking and a withdrawal option, despite challenges. (12:22) How younger generations show greater willingness to use digital tools. (13:25) Doing the right thing and why it means making tough decisions without reward. (15:21) When products are free, users' data is the product. (20:01) Why weaknesses in the anonymity of location data require solutions. (24:32) Deploying a system to remove all data of users potentially underage. (27:06) Why Francesco's platform allows clients to customize analytics while protecting privacy. (30:04) Handling location data remains challenging and expensive. Resources Mentioned: Spectus 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

On this episode, host Sima Vasa welcomes Basel Fakhoury, CEO and Co-Founder of User Interviews, for an enlightening conversation about Basel's work in improving data acquisition specificity. During their conversation, Basel and Sima discuss: - Using data to uncover needs in the market to better cater products and services to a particular niche. - The lessons Basel and his team learned from their first failed startup, and how that experience helped build User Interviews. - How finding the right survey respondents, rather than using a random sample, can provide more substantive and relevant data. - Why AI is an aid to finding human respondents rather than a threat to human-centric data. - The potential for growth in the data research industry. Basel and his team's journey is an excellent case study of both the power of data in the present as well as the industry's future trajectory. Resources Mentioned: - User Interviews - Infinity Squared - Infinity Squared - LinkedIn 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

On this episode, host Sima Vasa is joined by Dr. Loubna Bouarfa, CEO and Founder of OKRA.ai and Member of the Board of Advisors of the Oxford Internet Institute, who shares her unique perspective on the ethical questions around the increasing capabilities of AI technology. Sima and Dr. Bouarfa discuss the following: - How different business models can leverage new technologies to either improve or harm society. - Why transparency in AI development and implementation is essential to maintaining consumer protections. - How aligning the incentives of regulatory bodies and technology developers can create natural safeguards against harmful business models.  - The neutral nature of technology and the potential it holds for both positive and negative implementation. Dr. Bouarfa's work puts her on the frontier of technological development and gives her a unique insight into the future of data acquisition and consumer privacy as new AI tools are rolled out. - OKRA.ai - Oxford Internet Institute - Sima Vasa - Infinity Squared - Infinity Squared - LinkedIn 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

On this episode, host Sima Vasa is joined by Thomas Zoëga Ramsøy, Founder and CEO of Neurons, to hear how he and his team are using large data sets to build AI models that can predict human behavior. In their conversation, Thomas and Sima discuss: - How a public methodology can build consumer trust in the data acquisition industry. - The intersection of data science and neuroscience in building predictive AI models. - The differences between a predictive AI model and a generative AI model. - Divergences between data sets collected in a lab setting and data sets gathered in real-world situations. - Limits on what current AI technology is capable of, and the possible limits of future AI tools. - Ideal use cases for designers and marketers using different kinds of AI tools. Although the technology is still evolving, the methodology Thomas' organization is using to push predictive AI forward holds a world of possibilities for data scientists and digital marketers. - Neurons  - Sima Vasa - Infinity Squared - Infinity Squared - LinkedIn 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

On this episode, host Sima Vasa talks to Rob Pace, Founder and CEO of HundredX, about using data in a mission-driven organization to drive positive outcomes for both the business and the community. Rob and Sima discuss the following: - A business has to be profitable to provide the resources needed to pursue goals aligned with its mission. - Outcomes-based systems are often more effective than product-based systems of organization. - Prioritizing short-term success will inevitably affect the ability to find long-term success. - Aligning the needs of the community with the incentives of the business provides common interests that drive organizational success. - In an environment of mistrust around data and privacy, community collaboration builds relationships between consumers and data organizations that benefit both parties. - Data collection businesses should work with their community partners, not against them. - HundredX - Sima Vasa - Infinity Squared - Infinity Squared - LinkedIn 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

On this episode, host Sima Vasa is joined by Chris Barry, CEO of HumanListening™ at The Evolved Group, who discusses the role of AI tools, specifically large language learning models, in data research. Chris and Sima discussed the following in relation to AI and data acquisition: - The ability of AI to elicit better responses from consumers than human surveyors. - Why feedback of extremes is easier to come by than more measured feedback. - How conversational AI can be used to explore the drivers behind customer responses. - Adaptive AI personas that can be rolled out to better engage with specific demographics. - The non-judgemental nature of AI chatbots that provokes better feedback on sensitive topics. - The relationship between AI research tools and the expertise and skill of human researchers. In the evolving digital landscape, the best researchers marry human expertise with digital efficiency. - The Evolved Group - HumanListening™ - Sima Vasa - Infinity Squared - Infinity Squared - LinkedIn 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

This episode features a conversation between Sima Vasa, CEO and Founder of Infinity Squared Ventures, and John Bremer, President of Phantom 4 Solutions, at a virtual event hosted by Numerator and moderated by Bob Fawson. John and Sima provide insights into the evolution of data collection and analytics in a rapidly-changing consumer landscape. They discuss: - How the real applications of new technologies often outpace their intended use cases, overextending these tech assets. - Human expertise can't effectively be replaced by digital tools. - Shifting consumer preferences and behaviors continuously alter which data collection methods are most effective, and which ones are losing their usefulness. In an environment where technologies and standard practices are in constant flux, leaders in the data acquisitions space have to stay adaptable to find continued success. - Bob Fawson - Infinity Squared - Numerator - Numerator - LinkedIn 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 #M&A #Data #Strategy #Innovation

In this episode, host Sima Vasa is pleased to welcome Michalis Michael, CEO at DMR Group, who shares the work his organization is doing with AI to be more efficient in both gathering and analyzing market data. Michalis shared some important insights on the evolution of AI: - AI can be categorized into different types: Narrow AI and Strong AI. - Narrow AI includes machine learning models and is a useful data analytics tool. - Machine learning models are most effective when they're trained from human inputs, which still leaves some room for subjectivity in the final results. - AI is not a silver bullet but a time-saving tool that more efficiently aggregates and categorizes massive amounts of data. As Michalis tells it, the best AI tools still require a human touch to implement them in a meaningful use case. - DMR - Sima Vasa - Infinity Squared - Infinity Squared - LinkedIn 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 #M&A #Data #Strategy #Innovation

Welcome to another interesting and informative episode of Data Gurus! Sima is excited to bring you the second part of the live discussion between herself and four other industry leaders that took place earlier this year at SampleCon. This episode might give those who did not make it to SampleCon this year an idea of what the conference was like, and hopefully bring a fresh perspective to those who were there. You will hear Sima lead an informal and unscripted discussion with Ryan Barry, Steve Schlesinger, Katie Gross, and Armen Adjemian. They share their opinions on various topics and discuss their concerns for the industry. Ryan Barry is the President at Zappi. He oversees their commercial operations, operations, and product and engineering groups. Steve Schlesinger is the CEO of Schlesinger Group. He focuses on strategy, acquisitions, and developing the business for the future. Armen Adjemian is a co-founder and CEO of DISQO. He is involved with strategy and marketing. Katie Gross is Chief Customer Officer at Suzy. She oversees sales, customer success, and their Full Service Center of Excellence team. Sima Vasa is a co-founder of Paradigm Sample and CEO of Infinity Squared Ventures. She also does investment banking for Oberon Securities. What concerns Steve? Companies can grow from a startup to great success a lot faster now. So Steve worries about the companies that will grow significantly in a short period and represent large amounts of revenue in three to five years. He is concerned about his blind spots and the things he doesn't know. What Katie worries about Katie worries about Ted Talks, Twitter, and people who take time and attention from respondents. Creating better value DISQO's main growth constraint is the member or user. So they think about how the changes that occur in their users' lives will affect their attention span. They are always thinking of ways to create better value for their users, and they always gravitate to the member experience because that drives growth. The data war Ryan worries about who will win the data war inside big businesses. Because 67% of the media spend of most companies is done programmatically now. Also, most consumer insights departments are still analog and disconnected from a lot of performance optimization. Connecting what people do with what they say Ryan feels that if researchers could connect what people do with what they say, they only will need to ask them two questions. However, people in the industry are not thinking about that. So he worries about what insights departments will look like five years from now. Doing things differently According to earnings reports, many CEOs are responsible for the idea of doing things differently. Ryan feels that much of the drive toward transformation is happening at the level of the CMO and Chief Growth Officer. Change within traditional insights organizations Sima believes the need to transform and move faster has driven much of the change within traditional insights organizations. From the top down Katie thinks some companies have done a great job of starting from the top down and enabling everyone. The hardest thing Armen feels that selling to insights teams over time is the hardest thing because it is difficult to prove ROI from that spend. Fintech Something interesting about fintech, compared with a more traditional CPG, is that the number of buyers within fintech groups is many times more than the number of buyers within more traditional insights departments. Creators Ryan believes that creators are underserved in terms of data. They are the future and need data to inspire them and help them make better decisions. He views insights people as creators because they are part of the process. The digital market Ryan thinks that the digital market is becoming a lot bigger. Global shifts The world is becoming more data-driven.

Welcome to another interesting and informative episode of Data Gurus! Sima is excited to bring you part of a live discussion between herself and four other industry leaders that took place earlier this year, at SampleCon. For those who did not get to SampleCon this year, this episode will give you an idea of what it was like. You will hear Sima lead an informal and unscripted discussion with Ryan Barry, Steve Schlesinger, Katie Gross, and Armen Adjemian. They share their strong opinions on various topics, including leadership, talent management, company culture, respondent experience, and more. Ryan Barry is the President at Zappi. He oversees their commercial operations, operations, and product and engineering groups. Steve Schlesinger is the CEO of Schlesinger Group. He focuses on strategy, acquisitions, and developing the business for the future. Armen Adjemian is a co-founder and CEO of DISQO. He is involved with strategy and marketing Katie Gross is Chief Customer Officer at Suzy. She oversees sales, customer success, and their Full Service Center of Excellence team. Sima Vasa is a co-founder of Paradigm Sample and CEO of Infinity Squared Ventures. She also does investment banking for Oberon Securities. Talent Everyone is trying to figure out how to acquire, hire, and retain talent. Even though there are currently many conversations about technology and automation, Steve feels that it is the talent that generates the value of the business. So people have to be more creative than ever to attract people into their businesses. His company regularly looks at acquisitions as a way to get talent. Katie joined Suzy almost two years ago. Hiring has been nearly a full-time job for her because Suzy needs people with experience and people with different points of view. Working from home It is difficult for parents to raise their children and work. Working from home has been helpful for females in the workplace and brought more balance to many families with working parents. The best team DISQO has been very people-centric across time because Armen believes that whoever has the best team in the long term will win. Remote hiring has allowed them to hire faster. Doubling their staff DISQO doubled its staff by bringing in more than 200 people last year. It was extremely challenging to do in the current environment. Investments Last year, Sima saw a lot of activity in what was said to be a frothy market. Now, there appears to be more scrutiny and caution around investments. Expectations also seem to be more realistic. Debt financing Zappi has gained much traction from debt financing over the last several years. Ryan believes that debt financing is a useful vehicle for growing companies. High salaries Salaries are costing a lot more. That could become a problem if the numbers do not get met. Performance At the end of the day, investment is about performance. Culture It can be difficult for a company to retain its culture in tough times. It helps to have a good environment, hire great people, and treat them like adults. Having open conversations about what the company is going through is also vital. Adapting and changing The culture has to adapt and change as a company grows. Complex culture Steve has a culture of 20 companies amalgamated together. Each company came in with its culture, so the current culture is a complex combination of those. Culture and people Culture and people are the most important criteria for a company. Shared values Shared values are vital for a cultural fit within a company. Respondent experience Market researchers should not support 45-minute conjoint surveys any longer because most people only have a seven-minute attention span. Representative sample The industry has defined representative sample as age, gender, and income. That, and some other industry basics, need to change. A challenge

Welcome to the Data Gurus podcast! Sima has curated several illuminating and informative past Data Gurus episodes for you to enjoy in the last weeks of August. She will be back again in September with fresh content, new guests, and a few surprises! Today's episode is a replay of episode 147, in which Sima shared Part 1 of Investing in Research, a panel discussion about agencies from the WiRe (Women in Research) Conference that took place last year. The discussion is hosted by Nikki Lavoie, and experts Sima Vasa, Sherry Fox, and Elaine Riddel join her to talk about a prominent myth circulating in the insights industry. According to that myth, only tech and SaaS-based companies receive investment funding. In this discussion, the panel of experts clarifies why that myth is false and explains how service-based companies can start accessing investment funding. The experts  Sherry Fox is a career Global Insights Strategist focused on health care. She is well-versed in strategic brand development and regulatory environments. Sherry is an industry expert and futuristic thinker who can facilitate collaborations leading to the growth and acquisition of service companies. She has also founded future health strategies to leverage the intersection of data, insights, and technology. Sima Vasa is a multi-faceted business leader in the market research and analytics space with a broad range of expertise from P&L management, operations, business development, marketing, entrepreneurship, and investment banking. Currently, Sima focuses on advising clients on overall business strategy, valuation of strategic options, and execution of investment banking mandates through Oberon Securities, a middle-market-focused investment banking firm. Elaine Riddel is a growth activist who believes that breakthrough potential exists in every company. She unlocks potential by anticipating market changes that will influence client priorities and then building organizational confidence to deliver new value. As A CEO, she transformed mature, stagnant, global insights firms into scalable market leaders that consistently out-performed the market over fifteen years. Her playbook is the foundation for her growth advisories, serving founders, CEOs, and PE firms. Elaine is currently an MD with Oaklins Da Silva and Phillips, a leading investment bank for marketing and media services. Why is there the myth that service-based companies cannot get funding? Sima believes that service-based companies can get investment capital if they want it. It is all about the valuation of a service-based company, compared with a more Saas or tech-enabled company. Investors want to invest in good, financially sound companies that provide their clients with a strong value and serve their markets well. So the question is really around the value of the company. Elaine thinks that everything has its time. Automating much of the back office and the DIY will result in better, faster, and cheaper kinds of foundational services. We are moving into a time where more people with more advanced decision-making capabilities are needed to advise clients. Sherry believes that even with the arrival of big data and AI being used more in the insights industry, people are still necessary to deliver the insights to the pointer lane because you cannot rely on the data to explain why something is true. That is why service-based companies are needed more than ever right now to interpret the data. Having insights translated into action Elaine thinks that some service-based companies will stand out in terms of their areas of expertise because clients are looking for the expertise to translate insights into action with confidence in real-time. Opportunities Service-based companies should look for opportunities to syndicate or create multi-client services- on a subscription basis. Reducing investor risk Service-based companies need to reassure their investors tha...

Welcome to another exciting and informative episode of the Data Gurus podcast! Today, Sima shares Part 1 of Investing in Research, a panel discussion about agencies from the recent WIRe (Women in Research) Conference. In this discussion hosted by Nikki Lavoie, experts Sima Vasa, Sherry Fox, and Elaine Riddel talk about one of the prominent myths currently circulating in the insights industry. According to that myth, only tech and SaaS-based companies receive investment funding. The panel of experts will explain why that myth is untrue and clarify how service-based companies can begin to access investment funding if they wish to do so. The experts  Sherry Fox is a career Global Insights Strategist focused on health care. She is well-versed in strategic brand development and regulatory environments. Sherry is an industry expert and futuristic thinker who can facilitate collaborations leading to the growth and acquisition of service companies. She has also founded future health strategies to leverage the intersection of data, insights, and technology. Sima Vasa is a multi-faceted business leader in the market research and analytics space with a broad range of expertise from P&L management, operations, business development, marketing, entrepreneurship, and investment banking. Currently, Sima focuses on advising clients on overall business strategy, valuation of strategic options, and execution of investment banking mandates through Oberon Securities, a middle-market-focused investment banking firm. Elaine Riddel is a growth activist who believes that breakthrough potential exists in every company. She unlocks potential by anticipating market changes that will influence client priorities and then building organizational confidence to deliver new value. As A CEO, she transformed mature, stagnant, global insights firms into scalable market leaders that consistently out-performed the market over fifteen years. Her playbook is the foundation for her growth advisories, serving founders, CEOs, and PE firms. Elaine is currently an MD with Oaklins Da Silva and Phillips, a leading investment bank for marketing and media services. Why is there the myth that service-based companies cannot get funding? Sima believes that service-based companies can get investment capital if they want it. It is all about the valuation of a service-based company, compared with a more Saas or tech-enabled company. Investors want to invest in good, financially sound companies that provide their clients with a strong value and serve their markets well. So the question is really around the value of the company. Elaine thinks that everything has its time. Automating much of the back office and the DIY will result in better, faster, and cheaper kinds of foundational services. We are moving into a time where more people with more advanced decision-making capabilities are needed to advise clients. Sherry believes that even with the arrival of big data and AI being used more in the insights industry, people are still necessary to deliver the insights to the pointer lane because you cannot rely on the data to explain why something is true. That is why service-based companies are needed more than ever right now to interpret the data. Having insights translated into action Elaine thinks that some service-based companies will stand out in terms of their areas of expertise because clients are looking for the expertise to translate insights into action with confidence in real-time. Opportunities Service-based companies should look for opportunities to syndicate or create multi-client services- on a subscription basis. Reducing investor risk Service-based companies need to reassure their investors that enough is being done to reduce the risk. Becoming trusted advisors Market research agencies should position themselves as strategic partners and collaborators with their clients to become their trusted advisors.

Dig's CEO Paul chats to Sima, Founder of Infinity Squared Ventures and Lexia, Director at Cannacord Genuity. Both Sima and Lexia are insanely knowledgeable about product and investment trends in the insight & analytics space.  Tune in to learn about current market dynamics and what that means for research and technology providers, predictions for the next 12-24 months, and honest opinions on recent mergers and acquisitions.

Welcome back to Intellicast! On this week's episode, Brian Lamar and Producer Brian are joined by Andrew DeCilles, Vice President of Client Services at EMI. The episode kicks off with the guys talking about the plague of Cicadas that are impacting Southwest Ohio right now, and the levels it is hitting each of the areas they live.  Then the guys jump into a deep discussion on some of the data quality trends that are currently impacting the quantitative market research industry. They discuss how the surges and lulls in demand created issues for recruiting budgets, and how that has led to quality problems impacting nearly all panels right now. They also touch on feasibility issues impacting the industry and how changes in the market have led to projects that maybe a year ago were easy or had good feasibility are now becoming hard to complete and vendors are coming back with feasibility much lower than they estimated just 6 months ago. In the second half of the episode, Brian, Andrew, and Producer Brian dig into the latest market research news. They start off by discussing the results of a new study by Havas that found more than 70% of consumers have little faith that brands will deliver on their promises. This leads to a lively discussion on what potential causes can be, and their potential impact on brands and others. In the next few items, the guys talk about Sima Vasa joining the US Advisory Board of Australian market research technology platform Glow, to support its North American expansion plans, as Measure Protocol's new StoreFront solution for consumer behavioral data. Next, Andrew and the guys discuss Cint's recent acquisition of GapFish, and they postulate what the reason may have been for the acquisition. Finally, the guys discuss Escalent's acquisition of Grail Insights, and what it means for them. Thanks for listening! If you want to register for the upcoming Insights Association townhall, Data Quality: Combatting New Threats, click here. Did you miss our webinar, Data Quality and the Research Process: Ensuring Insights Integrity? You can watch it on-demand here. The Sample Landscape: 2021 Edition is now available! Download our free report to understand how panels change over time, how the pandemic impacted the sample industry, and much more! Click here to get your copy! Want to catch up on our blogs? Click here. You can learn more about EMI's DIY sample platform, CONNECTOR, and request a demo by visiting our website at www.emi-rs.com/connector/. Missed one of our webinars or want to get some of our whitepapers and reports? You can find it all on our Resources page on our website here. Got a suggestion or feedback? Reach out to us at Intellicast@emi-rs.com, or on Twitter at @Intellicast1, or leave us a voicemail on our call-in line at 513-401-5463. Learn more about your ad choices. Visit megaphone.fm/adchoices

Sima Vasa is excited to welcome Hunter Thurman, the President and Founder of Alpha-Diver, as her guest today. Hunter has been in the insights and strategy world for the last twenty years. Some background for Alpha-Diver In 2011, Hunter got to a point where he felt dissatisfied with how he was doing insights and research and translating it into a strategy. (Subsequently, he learned that his approach had been model-free. And the industry had also been operating in a model-free way at the time.) Around that time, Hunter started exploring, stepping out of the industry, and hanging around with neuroscientists, psychologists, and people from the world of academia. He forged a copasetic relationship with the academics, which became the basis for the company, Alpha-Diver. They use mostly neuroscience. But they also use a lot of psychology, which they translate for business applications to answer the questions that help companies serve their consumers. A framework Hunter later realized that when you have a framework, a place to start, a foundation, and a model, it’s much more rewarding. And it can lead to much richer discoveries. The pain point With the model-free approach, it was hard to explain how they were doing what they were doing. Although Hunter was in a leadership role, he did not feel that he could teach very well because he did not have a model from which to work. In a model-based space In a model-based space, you are going out, and using an established model instead of collecting data broadly and bringing it back to an existing model. Some surprises when talking to people in academia Hunter was surprised at how applicable the academic knowledge that he received was. He was also surprised at how relevant those insights could be, how little connectivity there is from the academic world to the rest of the world, and how dissatisfied many academics are. He had always assumed that neuroscience would be far more technical, far more physiological, and much less applied than he discovered it truly is. Insights challenges Going out, and looking at insights challenges, whether you are looking at the segmentation, the journey mapping, or the drivers and barriers of your brand or category, is very chaotic, noisy, and difficult to organize. That caused researchers to overlook what is going on between the ears of a consumer. Yet we have quite a simple explanation of human cognition and the lenses we use to react to the world around us. What a model-based approach means A model-based approach can be likened to us using all five of our senses. Neuroscience What neuroscience has discovered is that there are durable and predictable drivers and barriers, which are pretty simple, and happen mostly subconsciously in people’s brains. The 9 Whys Hunter and his partners developed a framework that they call The 9 Whys. It tells us that there are four drivers and five barriers that can simplify the world. The drivers The drivers range from very rational and practical, to social and tribal, sensory and exploratory, to impulsive and instinctive. In a given context, one of those four drivers would become the primary lens that a person uses to make decisions. And in a different context, a different driver could apply to the same person. Context We have gained from neuroscience the recognition that context has an enormous impact on the driver that we are using. Currently, occasions are the incarnation of how the industry is looking at context. The five barriers The five barriers are: Price (Price is the least punitive) Time Effort or Physical barriers Social Emotional The questionnaire The questionnaire that Hunter and his team are using is simple in that it can get administered in a regular survey. The data from it provides them with certain tells of an individual's psychology, and their cognitive processes, in the context they are studying.

Sima Vasa is excited to welcome Kristin Luck once again as her guest! Kristin is the founder and managing partner of Scalehouse Consulting, and Kristi and I are both advisors at Oberon Securities, on the investment banking side. Where the industry is, as related to the impact of Covid The abrupt impact of the pandemic on the overall economy brought the industry to a near standstill last spring. It is unlikely to return to its 2019 turnover levels until 2022. ESOMAR Although ESOMAR initially predicted a downturn in research revenues of up to 30%, we still ended up with a stronger third and fourth quarter than predicted, particularly with tech and digital businesses. The digital side of the industry There is a lot of controversy surrounding the digital side of the industry regarding its accuracy, approach, and basis in terms of true research methodology. A revolution The pandemic is accelerating a revolution in the research space. So there were many naysayers about many of the digital technologies, particularly on the qualitative side of the business, going into 2020. When the pandemic hit, it started to fuel the tech revolution and acted as an accelerator to the dynamic shifts that we were already seeing with the digital technology segments and the established market research segments. Masking the effects of the pandemic The performance of the tech and digitally-enabled segments masked the effect that the pandemic had on the established part of the industry. The established part experienced a downturn of 15% last year, in contrast to the 9% growth expected across the digital and tech-enabled segment. Face-to-face qualitative Kristin does not think that face-to-face qualitative is dead. She feels that there is value in face-to-face contact with respondents. And in many cases, qualitative research can be conducted in a digital format and still produce quality results. Migration to more digital techniques  We will see a substantial and permanent migration to more digital techniques. And there will be a combination of methodologies that will integrate both types of tech and digital. Blockchain Most of the companies that started in the blockchain space have pivoted. Although blockchain as a technology still has value, many businesses that were focused on being blockchain-only companies realize that they need to have products that deliver value other than the blockchain platform. Although blockchain is a means to the end and can enhance a portfolio of products and solutions, it is not the end to the product. An ESOMAR member Kristin has been an ESOMAR member for almost eleven years, and she has been on the board called ESOMAR Council for the last six years. For the past two years, she was Vice-President. ESOMAR ESOMAR is a little different from some of the local and regional associations in that they are truly a global association. They look at everything from privacy to data ethics and sound research methods around the globe. And they give those a global perspective. A global perspective Kristin has been involved with ESOMAR for a long time because having that global perspective has been invaluable to her career and the businesses she has developed. Getting some insight into how research gets conducted in other regions gives Americans a broader look at opportunities for researching new and different ways. How ESOMAR differs from other industry associations The overall global look is what sets ESOMAR apart from other industry associations. ESOMAR focused on keeping track of the lobbying for privacy and data ethics all around the world. The structure of ESOMAR The ESOMAR Council consists of elected individuals. Underrepresented North and South America, Africa, and Asia are underrepresented in ESOMAR. So ESOMAR members need to remember to vote for the candidates in their region. Running for President Kristin is running for President of ESOMAR.

Sima Vasa is excited to have Bob Qureshi join her today. Bob is the co-owner and managing partner of i-view viewing facilities in London. Bob talks about the history of his business In the 1960s and 1970s, most of the qualitative research in the UK took place at the home of the recruiter. Over the years, specific facilities for research were being built in the US. Then, in the 80s, that also started to happen in the UK. A game-changer In 2010, Bob looked at the UK facilities and saw that they were all laid out like recruiter’s living rooms. They lacked things like white marker boards, places to put stimulus, and the ability to screen. So Bob decided to start with a game-changer and build everything they needed on one floor, in an easy to get to location in central London, with wide doors and access for people with special needs. They paid specific attention to detail, which means they made sure that they took account of everything. Bob’s background Bob’s background was in the corporate client-side, and he has always had an interest in qualitative research. Best Viewing Facility For the last three years in a row, i-view was awarded Best Viewing Facility in the UK. That is not an easy thing to do, and Bob feels very humbled by it. The impact of the pandemic The impact of the pandemic has been quite devastating for Bob. Collaboration Bob realized that the key thing was to replace the word “competition” with the word “collaboration”. So he decided to talk to the other viewing facilities, to collectively agree on which message they would send, who they would send it to, and how they could drive it forward. Rates relief In stopping unnecessary costs in the UK, they managed to save the municipality rates relief of over a million pounds across all the viewing facilities. They managed to recover very quickly as a result. A similar standard Through the collaboration, all the viewing facilities in the UK are sending out the same message and adopting a similar standard to deal with the prevention and spread of the virus. In-person What Bob and those with whom he is collaborating have to look at, in terms of when in-person will resume, are some of the key statistics and figures that are coming out. Essentially, they are looking for infection rates and death rates to fall and the vaccine levels to increase so that the most vulnerable in their society do not fall prey to the pandemic. When lockdown will finish Bob believes that in the UK, they will not get any indication of when they can open up again until the end of February. He assumes that lockdown will finish in March- possibly mid-March to late March or early April at the latest. Attitudes are changing People’s attitudes are changing because they feel restricted. So they are no longer as cautious as they were at the beginning of the pandemic. Bob’s passion for qualitative research Bob loves qualitative research because he wants to understand the emotional reasons for what drives people’s decision-making and causes them to behave in particular ways. Technology Bob feels very fortunate to run online focus groups or online interviews and test everything beforehand to eliminate any potential problems. Bob’s other business Early on, he decided to have several business areas that would complement each other. It means that if one sector is not doing too well, another will have the opportunity to make up for the shortfall. That is why he also owns another business, a telephone center B2B data collection agency, called Provision Research. And it has been doing very well because people are at home and easy to contact currently. Colour of Research Bob is the cofounder of Colour of Research, which started officially in June of 2020. It is a mentorship program where people of different ethnic groups can see others who look like them, who are either doing well at work or are on the way to doing well.

Sima Vasa is excited to welcome Tim Clover as her guest for today’s podcast. Tim is the CEO and Founder of Glow, based in Australia. Tim is originally from the UK and has been living in Australia for the last ten years. About Glow Glow is an online research platform, and people often compare it with SurveyMonkey on steroids. For Tim, it is about a lot more than just creating surveys. It is about the whole workflow for research. Some background As a kid, Tim was into engineering and finding out how things work. He started his first business after getting his engineering degree. He tried to use Excel macros to standardize processes and do things like process mapping. And he wanted to work out how to create channels into different markets. Although he earned enough to pay the rent and eat, he needed to gain more life and company experience, so he ended up working for a UK company, doing business simulation work. Not fitting the mold A friend called Tim and suggested that he apply for a role at the company he was working for because they needed someone with his skill set. Tim applied for and got the job. But he felt that did not quite fit that mold, which was generally very academic and did not involve much thinking outside the box. Assumptions Tim became interested in the sensitivities around many of the assumptions in the models that were being used in the company he was working for. He wanted to understand where the data was coming from that was feeding those assumptions. That pushed his career within that company into a role of story-telling, and into dealing with much more senior people in the organizations, to challenge them and help them form assumptions. From doing that, he became well-known within the organization. Australia In Australia, they were trying to do a similar thing. They wanted to build a team to analyze data and analytics from an operational perspective. So Tim decided to move there and help the company build a team in Melbourne. Retailers Tim did a lot of work with retailers. A big retailer called Coles was going through a major transformation at the time, and Tim’s team helped them pull together all their data together. The birth of Glow It took a long time to get their customer data together, and Tim started tinkering around to find ways to speed things up. Through his endeavors to find a better way to capture the information, Glow was born. Glow Glow, as a concept, was born because of a gap in the ability to reach consumers. It was a way that companies could tap into their customers more quickly and directly. Initially, Tim did not think of it as a survey platform. He just wanted to close the gap in hard-to-reach places and create experiences for the customers to engage. Good times and bad When starting a business, you have to weigh up the personal risk and realize that the path will be hard. If you’re not absolutely focused and completely determined, you’re going to find the ride pretty tough. Tim has had some fantastic times and some tough times over the last seven years. At first At first, Glow was all about getting data from hard to reach places and leveraging their tech to fund growth. In the background, they were investing more heavily in the ability to write the surveys themselves. Clients could log in After starting to write the surveys themselves, about three years ago, they released the first version of Glow where their clients could log in, look at their account, see the surveys running, and change some of the questions. Getting data Before, Tim was more of an insights person than a researcher. So when he got into research, it was about getting data. Online panel Three years ago, Schweppes asked Tim to do an online panel. He looked into it to find out how it might work, and it eventually took about two hours to get it working beautifully. The panel that Tim created takes people from building a survey to creating li...

Julie Kurd is a bold and big picture thinker. At CMB she leads enterprise relationships as they serve Fortune 500 companies for bigger business impact. Together with her clients they dream, explore and design studies to help transform brands, inspire advocacy and create positive and lasting change. She is a number one fan of Ponderings from the Perch and avid follower of many industry podcast including Adam Jolley and Adam Dietrich's The R.I.D.E Podcast https://podcasts.apple.com/us/podcast/the-ride-podcast/id1508085519 Sima Vasa's Data Gurus https://podcasts.apple.com/gb/podcast/data-gurus/id1351574994 Jamin Brazil's Happy MRX Podcast https://happymr.com/ Zontziry Johnson's MRXplorer http://www.mrxplorer.com/index.php/author/zontziry/ AJ Kieran's 16 oz Canvas https://www.16ozcanvas.com/podcasts and many more... Join us for this name dropping romp through what it means to collaborate meaningfully and bring out the best in ourselves, in our clients and in our colleagues. This episode includes a challenge to you, our audience to connect with all people mentioned here and see what you can do to make their professional life better, more meaningful and connected. Names have been listed here with LinkedIn links to make this task easy. You have no excuse. Adam Jolley https://www.linkedin.com/in/adamjolley/ Adam Dietrich https://www.linkedin.com/in/adam-dietrich/ Sima Vasa https://www.linkedin.com/in/simavasa/ Jamin Brazil https://www.linkedin.com/in/jaminbrazil/ Zontziry Johnson https://www.linkedin.com/in/zontziry/ Janet Standen https://www.linkedin.com/in/janetstanden/ AJ Kierans https://www.linkedin.com/in/akeirans/ Patrick Olszowski https://www.linkedin.com/in/patrickolszowski/ Kristin Luck https://www.linkedin.com/in/kristinluck/ Cait Wilson https://www.linkedin.com/in/caitwilson/ Criss Corchard-Keeler https://www.linkedin.com/in/criss-corchard-keeler/ Madeline Warren https://www.linkedin.com/in/madeline-warren-31539577/ Learn more about your ad choices. Visit megaphone.fm/adchoices

The future of insights is at IIeX. New ideas, new approaches, new faces - IIeX is all about the innovation and bold thinkers changing the face of our industry. This June 13-15, we're returning to Atlanta for our biggest, boldest and most disruptive IIeX yet. You'll learn about the most exciting innovations disrupting the world of insights, be challenged and inspired, and meet future business partners. Join us for three unforgettable days of the best thought leadership, networking and inspiration our industry has to offer.