Why trust is the ultimate metric in market research with Bill Salokar

Why trust is the ultimate metric in market research with Bill Salokar

In this episode of The Curiosity Current, hosts Molly Strawn-Carreño and Stephanie Vance are joined by Bill Salokar, Director of Business Development at Gazelle Global. With a career spanning both the technical side of statistics and the interpersonal side of business development, Bill offers a unique perspective on the evolution of the market research industry. He discusses his personal transition from working behind a computer screen to building partnerships that drive strategic outcomes for researchers and clients alike. The discussion delves into why human judgment is vital when navigating a world saturated with data. Bill explains the importance of active listening throughout the research supply chain and how building genuine trust can prevent researchers from becoming simple order takers. He also shares stories about the value of contextual learning, illustrating how firsthand observation can reveal insights that surveys might miss. Finally, the episode addresses the current state of the industry, including the widespread anxiety surrounding AI. Bill emphasizes the enduring importance of research wisdom, which is the ability to assess findings through the lens of experience and originality. This conversation serves as a reminder that behind every data point is a human being, and keeping that connection is essential for meaningful work. What You’ll Learn: * How to transition from a technical research role into relationship building * Why active listening is the most overlooked skill in the research supply chain * The difference between having information and achieving true understanding * How contextual learning and firsthand observation improve insight quality * Why building personal trust is essential for job security and business impact * The role of intentionality when participating in industry organizations * How to move beyond being an order taker to becoming a strategic partner * Why research wisdom and originality remain uniquely human contributions * How to maintain a respectful relationship with survey respondents at scale About the Guest: Bill Salokar is the Director of Business Development at Gazelle Global. He began his career with a master’s degree in statistics, focusing on data analysis and SPSS coding. Over time, he transitioned into marketing research and business development roles at organizations such as the Florida Lottery, Georgia Lottery, and CMI. Bill is also a prominent figure in the research community, having served as president of Intellus and actively participating in the Insights Association and MRX Pros. Episode Resources: * Bill Salokar on LinkedIn [https://www.linkedin.com/in/billsalokar/] * Gazelle Global Website [https://gazelleglobal.com/] * 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

Human in the decision loop with Elle Park

In this episode of the Curiosity Current, hosts Molly Strawn-Carreño and Stephanie Vance welcome Elle Park, the research and CI lead at Arcutis Biotherapeutics. Elle describes herself as a Swiss army knife of data. She built a career across business intelligence, analytics, and primary research. This broad expertise allows her to approach complex problems with a systems thinking mindset. The discussion centers on how AI is reshaping the landscape for researchers. This is particularly relevant in highly regulated fields like pharma. Elle shares her perspective on how AI reveals existing weaknesses in insights work. She explains that it does more than just provide faster results. She emphasizes that tools can handle junior level tasks, but the real value lies in human judgment. Researchers must interpret data within a broader strategic context. The conversation dives into the concept of the human in the decision loop. In this model, researchers act as essential sense checks for AI generated outputs. Listeners will hear about the importance of maintaining a strong foundation in research basics. They will also learn how to navigate the challenges of talent development and vendor partnerships in an automated world. What You’ll Learn: * Why a broad research identity is more valuable than specialization in the age of AI * How systems thinking helps researchers connect disparate data points for better strategy * The difference between having a human in the loop and a human in the decision loop * Why AI might be exposing weaknesses in research teams rather than fixing them * How to navigate AI adoption and change management in regulated industries like pharma * Why foundational research methods are becoming a new competitive advantage * Strategies for junior researchers to stay relevant by becoming AI proficient * What a success rubric looks like for onboarding new research technology vendors * The long-term risks of replacing junior talent layers with automated agents About the Guest: Elle Park is the research and CI lead at Arcutis Biotherapeutics. She intentionally built a broad career spanning business intelligence, commercial strategy, analytics, and primary research. This diverse background has shaped her into a systems thinker who specializes in integrating complex insights into business decisions. Elle is an advocate for maintaining strong research foundations and developing the next generation of research talent in a rapidly changing technological environment. Episode Resources: * Elle Park on LinkedIn [https://www.linkedin.com/in/ellepark/] * Arcutis Biotherapeutics Website [https://www.arcutis.com/] * 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

Social media is your new decision engine with Vladimer Botsvadze

Vladimer Botsvadze, a global digital transformation and marketing thought leader with over fifteen years of experience, joins this episode. The conversation centers on the radical shift in how consumers interact with social platforms. Vladimer Botsvadze describes how search has evolved from an intentional, keyword driven act into an emotional and contextual search for signals. He argues that social media is no longer just a touchpoint in a funnel but a compressed journey where trust and attention are earned simultaneously through authenticity and human presence. The discussion covers the distinction between high-growth brands and legacy organizations, highlighting why agility and cultural relevance are essential for modern survival. Vladimer Botsvadze shares insights on building an always on content engine that prioritizes usefulness over production quality.  He also examines the role of AI in mapping non-linear consumer behaviors and the necessity of measuring success through engagement quality rather than vanity metrics. By the end of the episode, listeners will understand how to navigate the social ecosystem by treating it as a living relationship rather than a megaphone for promotions. What You’ll Learn: * How the traditional linear consumer journey has evolved into a compressed social loop * Why consumers are searching for emotional signals rather than objective answers * The reason overproduced content often fails to build trust on social platforms * How high-growth brands use social listening to outpace legacy organizations * The specific role human presence plays in establishing brand credibility * Practical steps for building a participatory always on content engine * How to use AI to detect emerging trends and micro communities * New success metrics that focus on engagement quality instead of reach About the Guest: Vladimer Botsvadze is a global digital transformation and marketing thought leader, keynote speaker, and startup mentor. With more than fifteen years of experience, he helps brands and executives navigate the complexities of AI, social media, and customer experience. His work focuses on the intersection of technology and consumer behavior to drive brand growth. Episode Resources: * Vladimer Botsvadze on LinkedIn [http://www.linkedin.com/in/vladimerbotsvadze] * Vladimer Botsvadze Website [http://www.vladimerbotsvadze.com/] * 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 second by second phone data reveals about human attention with Byron Reeves

Byron Reeves joins Stephanie Vance and Molly Strawn-Carreño to discuss the infinite complexity of studying humans in a digital world. As a chaired professor at Stanford University, Byron has spent his career at the intersection of media psychology and technology. This episode examines findings from the Screenome Project. This research captures moment-by-moment digital behavior through thousands of screenshots. Byron explains that simply having more data does not always lead to better understanding. The discussion pivots to the rise of AI simulations and synthetic personas.  Byron shares his perspective on the difference between prediction and true explanation in scientific research. He argues that AI can replicate certain patterns. The human ability to ask the right questions remains the core value for any insights team. Leaders will learn to navigate the tension between automation and intuition. The episode offers a practical mindset for researchers who feel both excited and uncertain about the future of their industry. What You’ll Learn: * Why the digital transition over the last thirty years has made research harder to corral * The reason traditional survey questions about screen time produce nearly useless data * What the Screenome Project reveals about the rapid fragmentation of our daily attention * How ancient survival instincts continue to drive our modern engagement with technology * The specific types of research questions that AI simulations are best suited to answer * Why prediction is often enough to drive business decisions without a full neurological explanation * How business leaders can foster experimentation with AI without triggering job anxiety * What it means to become a connoisseur of scientific beauty and excellence About the Guest: Byron Reeves is a Chaired Professor at Stanford University with appointments in Communication, Symbolic Systems, and the Graduate School of Education. He is a pioneer in media psychology and has spent decades studying human responses to media and technology. He authored landmark works like The Media Equation and Total Engagement. His research spans academia and industry, including work with Microsoft Research and global brands. Most recently, he has explored AI simulations and synthetic personas as tools for understanding human behavior. Episode Resources: * Byron Reeves on LinkedIn [https://www.linkedin.com/in/byron-reeves-88093/] * Stanford University Website [https://www.stanford.edu/] * 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

From insights to foresights: predicting what consumers will need next with Kerry-Ellen Schwartz

In this episode of The Curiosity Current, Stephanie Vance and Molly Strawn-Carreño are joined by Kerry-Ellen Schwartz, Global Senior Director, Consumer Insights for Food Ventures at PepsiCo. Kerry-Ellen brings over 15 years of experience across various industries to her role at Frito-Lay, where she leads the foresights agenda and shapes breakthrough platform innovation. The conversation centers on the evolving landscape of consumer research and the necessity of looking beyond historical data. Kerry-Ellen defines the core differences between a current insight and a predictive foresight, emphasizing that foresight requires taking an extra step to extrapolate where behaviors are heading. She shares a cautionary tale from early in her career about how a lack of foresight regarding generational shifts led to a significant market mismatch. Stephanie, Molly, and Kerry-Ellen also explore the power of human centricity. Kerry-Ellen advocates for building empathy by connecting directly with consumers to understand their emotional motivations. The episode highlights her passion for mentoring junior researchers and supporting working parents in the industry. Finally, she offers advice for those transitioning from agency to brand roles, stressing the importance of curiosity and the courage to push back on business questions. What You’ll Learn: * Why a true insight must prompt a deeper question rather than just stating a fact * The specific ways foresight differs from traditional market research by predicting future needs * How to use scenario planning to prepare for different consumer outcomes * The importance of human centricity and empathy in creating successful brand campaigns * Why observing real-world behavior often contradicts what consumers report in surveys * How to effectively transition from an agency partner to an internal brand leader * The value of mentoring programs in fostering diversity and supporting working parents About the Guest: Kerry-Ellen Schwartz is the Director of Consumer Insights for Predictive Intelligence and Platform Innovation at PepsiCo Foods North America. She leads the foresights agenda for Frito-Lay and previously led foundational consumer insights for the Mountain Dew brand. With 15 years of experience in market research across pharma, technology, and food and beverage, she specializes in leveraging human centricity to drive innovation and strategy. Episode Resources: * Kerry-Ellen Schwartz on LinkedIn [https://www.linkedin.com/in/kerryellenneal/] * PepsiCo Website [https://www.pepsico.com/] * 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