On this episode, host Sima Vasa talks to Jason Cohen, Founder and CEO of Simulacra Synthetic Data Studio, about the limits of traditional research, the evolution of synthetic data, and why causal modeling matters more than larger sample sizes. Drawing on his experience building and exiting Gastrograph AI, Jason explains how real-world data gaps undermine decision-making and how synthetic data can support scenario-based predictions when applied responsibly.

Key Takeaways:

00:00 Introduction.
05:24 Most brands can’t know in advance if research data is “correct.”​
09:44 Generic LLM personas rarely represent any real population.​
13:08 Cross‑coverage lets AI infer missing audience segments.​
16:04 Synthetic data is real when it’s actually used.​
19:36 Diversity in base samples drives credible synthetic expansion.​
23:28 Sample boosting alone doesn’t fix bad research outcomes.​
25:08 Synthetic data scales insights for hard‑to‑reach cohorts.​
26:08 Misused synthetic personas can drive completely wrong decisions.​

Resources Mentioned:

Simulacra Synthetic Data Studio | Website

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#Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech

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

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#Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech

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 for continuous improvement.
17:09 Regression remains essential for identifying true business drivers.
20:42 Curated data and guided AI make regression faster and reliable.
24:18 Financial independence through careers empowers women in critical ways.
25:42 Mentorship and knowledge sharing strengthen the entire research industry.

Resources Mentioned:

Qualtrics | Website

#Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech

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 consumable, engaging content formats.
24:08 Shifting from projects to capabilities creates long-term impact.
26:52 Visionary leadership and collaboration drive successful transformation.

Resources Mentioned:

GetWhy | Website

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#Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech

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 | Website

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#Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech

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

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#Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech

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 decision-making is essential when you don’t have a defined playbook.

Resources Mentioned:

The Directions Group | Website

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#Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech

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 vendors the tough questions.
35:06 Data quality is a game of inches, not silver bullets.

Resources Mentioned:

Escalent | Website
Intuit | Website
Data Quality Co-Op | Website
Rep Data | Website

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#Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech

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 Introduction
05:03 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 is eight times more effective.

Resources Mentioned:

The Valuegraphics Research Company | 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 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 insights teams is evolving — those who don’t adapt risk becoming obsolete.
(25:32) Finance teams are emerging as key users of insights data alongside marketing and strategy.
(30:32) Aligning company culture around intensity and accountability is key to sustaining growth in a fast-changing industry.

Resources Mentioned:

Morning Consult | 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 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