The Curiosity Current: A Market Research Podcast

The coming qualitative renaissance with Deborah Mendez

In this episode of The Curiosity Current, consumer insights expert Deborah Mendez explains how to unlock growth by looking beneath surface level consumer claims. She argues that the common gap between what people say and what they actually buy is not a research failure. Instead, it indicates an unmet need where consumers are in conflict between their values and their options. Deborah shares her strategies for using agile research to find patterns across multiple data points, allowing researchers to move from simple validation to becoming strategic creators. The discussion also covers the practicalities of managing research under pressure. Deborah introduces the narrow and deep principle, showing how limited budgets can encourage surgical thinking and better risk mitigation.  As artificial intelligence changes the landscape of data analysis, Deborah emphasizes the growing importance of human judgment and problem framing. She predicts a qualitative renaissance where deep contextual data becomes the primary way for brands to distinguish themselves. This conversation offers practical advice for researchers and brand leaders looking to drive growth through a better understanding of unconscious human behavior. What You’ll Learn: * Why the say-do gap is a signal for market opportunity rather than a data error * How agile research shifts the focus from isolated data points to meaningful consumer patterns * The narrow and deep research principle for protecting quality on tight budgets * How involving insights teams at the start of a project transforms them from validators to creators * The specific human skills of problem framing and judgment that artificial intelligence cannot replace * Why deep qualitative data will become the next major differentiator for brands * Techniques for translating thousands of data points into clear business recommendations * How to use behavioral simulations to uncover motivations consumers cannot articulate About the Guest: Deborah Mendez is a consumer insights leader with extensive experience at major global brands including Kraft Heinz, Mars, Pharmavite, and KenView. She specializes in using agile research and quantitative data to uncover unconscious consumer motivations and drive strategic brand growth. Her work focuses on moving insights teams from a role of validation to one of strategic creation. She is a recognized expert in navigating the intersection of human behavior and emerging research technologies. Episode Resources: * Deborah Mendez on LinkedIn [https://www.linkedin.com/in/deborahmendez/]  * Stephanie Vance on LinkedIn [https://www.linkedin.com/in/stephanielvance01/] * Molly Strawn-Carreño on LinkedIn [https://www.linkedin.com/in/molly-strawn/] * AYTM Market Research Website  [https://aytm.com/] * The Curiosity Current: A Market Research Podcast on Apple Podcasts [https://podcasts.apple.com/us/podcast/the-curiosity-current-a-market-research-podcast/id1795436669] * The Curiosity Current: A Market Research Podcast on Spotify [https://open.spotify.com/show/41XqxyHKMzauJX7Ig0HtDn] * The Curiosity Current: A Market Research Podcast on YouTube [https://www.youtube.com/channel/UCXtSSIAyQ-rSVQ_Qvm9EaMA]  The Curiosity Current: A Market Research Podcast is handcrafted by our friends over at: fame.so

An outsider's case for why surveys will outlast every trend with Marin Mrsa

In this episode of The Curiosity Current, host Stephanie Vance is joined by Marin Mrsa, Founder and CEO of Peakator. Marin details his unconventional path into the insights world, which began after he sold his car to launch a research startup in Croatia with no prior industry experience. This outsider perspective allowed him to recognize that the traditional research process was often fractured across too many disconnected tools. The discussion centers on the necessity of consolidating the research stack to reduce friction and help teams focus on actual insights. Marin explains why he believes surveys are future proof, viewing them as a scalable communication tool rather than just a collection of questions. He also shares his approach to integrating AI, emphasizing that while automation is excellent for tasks like auto coding open ends, it should never replace the final decision making of a researcher. The episode concludes with a look at the skills researchers need to thrive in the future, including adaptability and discernment, and a call for more collaboration across the industry to solve shared challenges like data quality and fraud. What You’ll Learn: * Why surveys have survived for over a century and remain a primary communication tool for brands * How a background in hotel accounting led to the creation of a global research technology company * The major inefficiencies Marin discovered when first entering the closed world of market research * Why the current research process is often broken across five or six different platforms * The benefits of using a unified tool to streamline the workflow from scripting to reporting * How AI can be used to accelerate research processes without compromising data integrity * Why researchers must avoid the trap of letting AI design questionnaires or make strategic decisions * The importance of adaptability and curiosity for insights professionals in an automated world * Why collaboration between competitors is necessary to solve the issue of industry fraud * The distinction between the role of research technology and the role of high level consultancy About the Guest: Marin Mrsa is the Founder and CEO of Peakator, a company dedicated to streamlining the research process through innovative technology. He launched the business in 2017 after selling his car to move to Zagreb and has since built it into a global firm. Marin is a recognized voice in the industry, frequently discussing topics such as survey quality, data integrity, and the intersection of human expertise and automation. He brings an entrepreneurial spirit to the insights field, focusing on how technology can empower curiosity and improve the way brands connect with their customers. Episode Resources: * Peakator Website [https://www.peekator.com] * Marin Mrsa on LinkedIn [https://www.linkedin.com/in/marinmrsa/] * Stephanie Vance on LinkedIn [https://www.linkedin.com/in/stephanielvance01/] * The Curiosity Current: A Market Research Podcast on Apple Podcasts [https://podcasts.apple.com/us/podcast/the-curiosity-current-a-market-research-podcast/id1795436669] * The Curiosity Current: A Market Research Podcast on Spotify [https://open.spotify.com/show/41XqxyHKMzauJX7Ig0HtDn] * The Curiosity Current: A Market Research Podcast on YouTube [https://www.youtube.com/channel/UCXtSSIAyQ-rSVQ_Qvm9EaMA]  The Curiosity Current: A Market Research Podcast is handcrafted by our friends over at: fame.so

The bystander problem in market research with Brooke Reavey

In this episode of The Curiosity Current, Stephanie and Molly are joined by Brooke Reavey, Professor of Marketing at Dominican University and founder of the Marketing Research Competition. They discuss the growing disconnect between academic training and real-world experience in market research, and why breaking into the field is becoming increasingly difficult. Brooke introduces the idea of a “bystander problem” in the industry, where companies assume someone else will take responsibility for training the next generation. As internships and entry-level roles decline due to automation and structural shifts, students are being pushed toward expensive degrees without gaining the hands-on experience needed to succeed. The conversation explores what is lost when practical training disappears, including diversity of thought and long-term innovation. Brooke also explains why foundational learning still matters and why overreliance on AI can weaken critical thinking. The episode closes with a look at solutions, including apprenticeship models, industry accountability, and the role of initiatives like the Marketing Research Competition in bridging the gap. What you’ll learn: * Why the “bystander problem” is shaping the future of the research talent pipeline * How automation is eliminating traditional entry points into market research * What companies lose when practical, hands-on training disappears * How AI is changing both research workflows and learning environments * Why foundational skills and critical thinking still matter in an AI-driven world * The role of internships and apprenticeships in building long-term capability * How real-world projects help signal competence beyond grades * Why diversity of thought is critical for innovation in insights * How educators and employers can better align on talent development About the guest: Brooke Reavey is the John and Jeanne Roe Distinguished Professor of Marketing at Dominican University and the founder and president of the Marketing Research Competition. She teaches marketing research, digital marketing, and sales, with a focus on applied analytics, ethics, and decision making. Brooke is also a research fellow at the Brennan AI Innovation Hub and a two time Fulbright awardee, with extensive experience bridging academia and industry. Episode Resources: * Brooke Reavey on LinkedIn [https://www.linkedin.com/in/brooke-reavey/] * Dominican University Website [https://www.dom.edu/alumni/welcome] * Stephanie Vance on LinkedIn [https://www.linkedin.com/in/stephanielvance01/] * Molly Strawn-Carreño on LinkedIn [https://www.linkedin.com/in/molly-strawn/] * The Curiosity Current: A Market Research Podcast on Apple Podcasts [https://podcasts.apple.com/us/podcast/the-curiosity-current-a-market-research-podcast/id1795436669] * The Curiosity Current: A Market Research Podcast on Spotify [https://open.spotify.com/show/41XqxyHKMzauJX7Ig0HtDn] * The Curiosity Current: A Market Research Podcast on YouTube [https://www.youtube.com/channel/UCXtSSIAyQ-rSVQ_Qvm9EaMA]  The Curiosity Current: A Market Research Podcast is handcrafted by our friends over at: fame.so

Why transparency is the real AI challenge in market research with Howard Fienberg

In this episode of The Curiosity Current, Stephanie and Molly are joined by Howard Fienberg, Senior Vice President of Advocacy at the Insights Association. They discuss how AI is reshaping market research, the challenges of keeping up with evolving regulations, and the ethical responsibilities that remain constant despite rapid technological change. Howard explains that both policymakers and the insights industry are navigating a mix of optimism and uncertainty when it comes to AI. As tools become more powerful, expectations around transparency, consent, and data handling are becoming more important. The conversation explores what transparency looks like in practice. They also unpack the complexity of the regulatory landscape. The discussion touches on the Insights Association’s updated code of ethics, the importance of keeping humans involved in research processes, and how to maintain respect for participants in an increasingly automated environment. The episode closes with a broader look at the census, data quality, and the importance of advocacy in shaping the future of the insights industry. What you’ll learn: * How AI is shaping both industry practices and regulatory thinking in market research * Why transparency is becoming the most critical principle in AI-driven research * How to navigate fragmented privacy laws across multiple jurisdictions * The risks of misalignment between your policies and actual research practices * What the updated Insights Association ethics code means in practical terms * Why human oversight remains essential in AI-assisted research workflows * How to design research that respects participants’ time, data, and expectations * What researchers need to understand about the census and its impact on sampling * Where to start if you want to stay compliant in a fast-changing regulatory environment About the guest: Howard Fienberg is the Senior Vice President of Advocacy at the Insights Association, where he works at the intersection of public policy and the market research industry. He engages with lawmakers, regulators, and industry leaders on issues including consumer privacy, AI regulation, research ethics, and data policy. With nearly two decades of experience, Howard plays a key role in shaping how the insights industry responds to evolving legal and ethical challenges. Episode Resources: * Howard Fienberg on LinkedIn [https://www.linkedin.com/in/howardfienberg/] * Insights Association Website [https://www.insightsassociation.org/] * Stephanie Vance on LinkedIn [https://www.linkedin.com/in/stephanielvance01/] * Molly Strawn-Carreño on LinkedIn [https://www.linkedin.com/in/molly-strawn/] * The Curiosity Current: A Market Research Podcast on Apple Podcasts [https://podcasts.apple.com/us/podcast/the-curiosity-current-a-market-research-podcast/id1795436669] * The Curiosity Current: A Market Research Podcast on Spotify [https://open.spotify.com/show/41XqxyHKMzauJX7Ig0HtDn] * The Curiosity Current: A Market Research Podcast on YouTube [https://www.youtube.com/channel/UCXtSSIAyQ-rSVQ_Qvm9EaMA]  The Curiosity Current: A Market Research Podcast is handcrafted by our friends over at: fame.so

What cleaning habits reveal about consumer psychology with Oksana Sobol

In this episode of The Curiosity Current, Stephanie Vance and Lev Mazin are joined by Oksana Sobol, Vice President of Consumer Insights at The Clorox Company. Oksana leads trend discovery and consumer trend landscaping at Clorox, helping the company translate cultural signals into strategic business decisions. The conversation explores insights from the Home Care Redefined report, a major research initiative examining how Americans’ relationships with their homes are evolving. Oksana explains how Clorox identifies and validates long-term consumer trends, and why the most important signals often come from understanding what doesn’t change in consumer behavior. A major shift the research uncovered is that emotional and social outcomes from cleaning are now as important as functional ones. Consumers increasingly see cleaning not just as a task, but as a reset. A way to restore a sense of control, accomplishment, and well-being. This shift is especially visible among younger generations, who approach cleaning with experimentation, creativity, and inspiration from social media. Stephanie, Lev, and Oksana also discuss the rise of “in-the-flow” cleaning, where tasks are woven into daily routines rather than reserved for traditional deep cleaning sessions. This shift is reshaping product design, packaging, and innovation priorities for brands operating in the home care category. The episode also explores how social media has transformed cleaning into a form of content and identity expression, creating new opportunities for researchers to observe behavior directly rather than relying solely on self-reported data. Finally, Oksana shares how insights teams combine social listening, real-world observation, and traditional research to identify meaningful consumer trends and translate them into strategic opportunities for brands. What You’ll Learn: * Why the most valuable trends often come from identifying what doesn’t change in consumer behavior * How emotional outcomes like satisfaction and control are reshaping the meaning of cleaning * What the rise of “in-the-flow cleaning” reveals about modern lifestyles * Why social media has become a powerful research environment  * How insights teams can identify unspoken consumer needs by watching what people do * The three key sources of trend discovery: digital signals, real-world observation, and traditional research * Why laundry remains one of the most unresolved consumer pain points in home care Episode Resources: * Oksana Sobol on LinkedIn [https://www.linkedin.com/in/oksanasobol/] * The Clorox Company website [https://www.thecloroxcompany.com] * Stephanie Vance on LinkedIn [https://www.linkedin.com/in/stephanielvance01/] * Lev Mazin on LinkedIn [https://www.linkedin.com/in/levmazin/] * The Curiosity Current: A Market Research Podcast on Apple Podcasts [https://podcasts.apple.com/us/podcast/the-curiosity-current-a-market-research-podcast/id1795436669] * The Curiosity Current: A Market Research Podcast on Spotify [https://open.spotify.com/show/41XqxyHKMzauJX7Ig0HtDn] * The Curiosity Current: A Market Research Podcast on YouTube [https://www.youtube.com/channel/UCXtSSIAyQ-rSVQ_Qvm9EaMA]  The Curiosity Current: A Market Research Podcast is handcrafted by our friends over at: fame.so