Data Gurus

On this episode, David Wellisch, Co-Founder and CEO of Collage Group, talks to Sima Vasa about cultural intelligence as a measurable driver of brand relevance, growth and purchase intent. David shares his path from AOL and private equity to founding Collage Group. He explains how understanding consumer values, linking insight to activation and leveraging proprietary data and AI helps brands drive meaningful business outcomes. Key Takeaways: 00:00 Introduction.03:15 Identifying demographic shifts creates massive entrepreneurial opportunities.06:43 Marketers must link cultural insights to shareholder value.09:44 Targeting consumer values is more effective than demographics. 13:31 AI makes proprietary data sets massively more discoverable. 17:03 Understanding the why allows for better business strategy. 20:54 Successful companies solve problems rather than just selling. Resources Mentioned: Collage Group | Website Thanks for listening to the Data Gurus podcast, brought to you by Infinity Squared. If you en

Host Sima Vasa welcomes Carol Sue Haney, Head of Research and Data Science, Engineering at Qualtrics, to discuss the transformative role of AI and data science in the market research industry.  Carol Sue explains Qualtrics’ early bet on generative AI and the development of proprietary LLMs, moving into agentic work and synthetic sampling, which she predicts will rival non-probability human sampling for quick-turn research. She emphasizes the challenges CMOs face with data overload and the fundamental importance of using regression analysis to link customer experience (CX) data, including the surprising weight of marketing messages, to crucial business outcomes like renewal and revenue growth.  Key Takeaways: 00:00 Introduction.03:12 Data research careers spanned decades before computers existed.06:35 Early generative AI investment provides significant competitive advantages.09:20 Synthetic research boosts accuracy using rich, proven seed data.13:02 AI models instantly incorporate new information f

Host Sima Vasa talks to Casper Henningsen, CEO and Co-Founder of GetWhy, about reimagining insights through technology, empathy and human connection. Casper shares his unconventional journey from professional sports to entrepreneurship, highlighting how patience, curiosity and deep understanding of human behavior have shaped his company’s mission to make insights more actionable and creative for modern businesses. Key Takeaways: 00:00 Introduction.01:52 Transitioning from sports to business brings valuable discipline and focus.04:10 Strong insights drive creativity, profitability and better decision-making.06:55 Patience and curiosity are essential for meaningful business growth.10:55 Modern marketing requires dynamic, always-on decision-making models.13:33 Human empathy remains central to driving innovation and connection.15:47 Real conversations create richer datasets for strategic decision-making.19:30 Effective storytelling and packaging determine insights adoption.21:18 The future of insights lies in co

On this episode, host Sima Vasa talks to Tim Wragg, CEO of Human8, who shares insights on leadership, AI’s role in research, and maintaining human connection in a rapidly evolving digital landscape. Tim discusses how trust, empathy and timing remain vital in an industry defined by data abundance and technological transformation.Key Takeaways:00:00 Introduction.02:54 Behavioral science background shaped leadership in insights.05:56 Strong networks consistently drive new business opportunities.08:58 Human-led insights, AI-enabled, define the mission.11:26 East-to-west innovation now reshapes brand strategies.15:20 Synthetic data accelerates low-risk performance decisions.17:50 Leaders should regularly meet real customers in person.20:49 Cultural context often determines new product success.24:32 Pace transformation carefully to protect teams and stakeholders.27:26 AI changes slowly, then suddenly accelerates across organizations. Resources Mentioned: Human8 | WebsiteThanks for listening to the “Data Gurus

Sima Vasa speaks with Megan Peitz, Founder and Owner of Numerious. Megan shares her journey from math and statistics at Georgetown to building a powerhouse analytics consultancy, partnering directly with global product teams and empowering more leaders to make data-driven decisions. The episode covers Megan’s approach to advanced analytics, the foundations of Numerious, client partnership strategies and Megan’s commitment to transparency and teaching. Key Takeaways:00:00 Introduction.03:28 Curiosity drives effective business problem-solving.09:12 Teaching methodology builds client trust and adoption.10:59 Choice-based research simulates real purchasing decisions.15:19 AI tools require human context validation.16:17 Statistical quality checks improve data reliability.17:48 Smart planning upfront leads to stronger insights later.21:50 The best insights come from collaboration, not hierarchy.23:09 Leading projects for major brands fuels future impact. Resources Mentioned: Numerious | Website

On this episode, host Sima Vasa talks to Elizabeth Finn, President and CEO of The Directions Group. Elizabeth shares her journey from market research beginnings to leading a respected insights firm. She explains how she is guiding the company with an AI-first mindset, integrated intelligence framework and client-centric leadership. Elizabeth offers candid reflections on building strategy without a playbook, empowering teams and breaking barriers as a woman CEO in the industry. Key Takeaways:00:00 Introduction.03:05 Early experiences build the foundation for client-centric leadership.07:00 Direct client interaction creates credibility and market relevance.09:08 A disciplined approach ensures strategy delivers measurable results.11:00 Transparency and consistent communication drive cultural alignment.15:11 AI requires reimagining workflows, not just automation.21:13 Leaders strengthen culture by listening before giving direction.24:18 Reflection and recognition help overcome imposter syndrome.25:42 Rapid dec

On this episode, host Sima Vasa leads a candid panel discussion on the state of data quality with four industry leaders: Dyna Boen, EVP/Managing Director of Escalent; Jon Kay, Principal Market Research Manager of Intuit; Bob Fawson, Co-Founder of Data Quality Co-Op; and Steven Snell, EVP, Head of Research of Rep Data. Together, they explore the growing challenges of fraud, trust and integrity in research, and the solutions needed to safeguard reliable insights. Key Takeaways:00:00 Introduction.03:26 Prospect panel data quality has declined sharply.08:30 The industry faces a coordination problem in data quality.11:42 Good-looking fraud now impacts up to a quarter of respondents.18:20 Vendor tools differ greatly in detecting fraud and inattention.24:28 Respondent experience is critical to achieving trustworthy results.26:38 Brands cannot rely on flawed data for product launches or tracking.31:02 Industry change is accelerating, creating both risk and opportunity.32:54 Real progress begins when clients ask ve

On this episode, host Sima Vasa talks to David Allison, Founder of The Valuegraphics Research Company, about replacing ineffective demographic targeting with values-based segmentation. Drawing on over one million surveys across 180 countries, David explains why demographics have a 90% fail rate and how identifying what truly matters to people can increase effectiveness eightfold.Key Takeaways:00:00 Introduction05:03 The human brain decides solely based on values alignment.06:36 One million surveys reveal 56 values driving human behavior.09:21 Values are fixed for life and guide all decisions.13:10 Demographic targeting carries a built‑in 90% fail rate.14:33 Generational cohorts are far from homogeneous in reality.16:03 Psychographics describe the past but fail to predict actions.18:39 Values segmentation identifies the real triggers for engagement.23:00 A “pink van” story illustrates values‑based recruiting success.29:06 Values can reveal larger audiences than demographics suggest.35:00 Values‑based targeting

On this episode, host Sima Vasa talks to Michael Ramlet, Co-Founder and CEO of Morning Consult. Michael shares how Morning Consult has scaled from a startup with a newsletter to a global leader in delivering real-time consumer insights used by central banks, hedge funds and Fortune 500 companies. He explains why owning the supply chain for data collection is critical to quality, how the industry must embrace cultural change, and the importance of connecting insights to financial outcomes.Key Takeaways:(03:31) Real-time data is essential for informing business decisions at the highest levels.(05:53) Controlling the supply chain of data collection leads to better quality and cost efficiencies.(10:42) Ownership of quality requires end-to-end accountability, not reliance on third parties.(14:04) Insights functions must connect their work directly to financial outcomes to stay relevant.(19:44) AI can democratize access to structured data, making insights more actionable across organizations.(21:29) The role of ins

On this episode, host Sima Vasa talks to Ania Rodriguez, CEO and Founder of JourneyTrack and Chairwoman of the Board at Key Lime Interactive. Ania shares her founder journey from launching a UX consulting firm to building a venture-backed SaaS company in the emerging category of journey management. With a clear-eyed view of the differences between UX and CX, she explains how aligning with executive-level metrics creates staying power — and why data integration, category creation and capital strategy all matter when shifting from services to product. Key Takeaways: (02:12) Ania’s background combines engineering, people and systems for innovation. (08:09) UX focuses on micro journeys while CX strategy operates at higher levels. (09:36) CX covers the full customer relationship, from awareness to advocacy. (11:15) C-suite now cares about CX, tying it to business outcomes and metrics. (12:36) CXPA is more strategic than most UX organizations. (15:30) Journey management tools connect insigh

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) Tradit

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.

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 commu

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. (2

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 pro

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 crea

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

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 t

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

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 w