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In this Conversations episode, we tackle a familiar challenge in market research: delivering strong work—only to see it go unused. Why do well-designed studies and thoughtful analyses still fall flat with stakeholders? Often, it's not a data problem. It's a communication problem. Specifically, a utilization gap between what research shows and how decision-makers absorb and apply it. We explore how visual storytelling helps close that gap by anchoring research reports in a clear narrative. This isn't about flashy charts or graphic design. It's about combining credible proof points with visuals that guide understanding, build trust, and make findings actionable. Drawing on principles we teach in our market research training, the episode breaks down: Why narrative clarity matters as much as methodological rigor The seven elements that support an effective research story How brevity strengthens impact—especially for busy stakeholders A simple point-of-view sentence that helps market research professionals focus their reports Whether you work in qualitative research, quantitative research, or broader Customer Insights roles, this conversation offers practical guidance for improving how research findings land—and get used. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on-demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. We believe it: Inside every market researcher, is a Research Rockstar! Hope you enjoy this episode of Conversations for Research Rockstars. Research Rockstar | Visual Storytelling Course | Blog Facebook | LinkedIn | 877-Rocks10 ext 703 for Support, 701 for Sales [email protected]

Many market research, UX, and CX teams now use AI for brainstorming, writing, and various research tasks. But it's not always easy, especially when using AI to help researchers craft surveys and discussion guides. The recurring issue isn't effort—it's uneven quality from ad hoc prompting. In "Prompt Engineering for Researchers," host Kathryn Korostoff demonstrates two structured approaches that keep rigor intact while reducing rework. First, Prompt Chaining: design the deliverable step by step—structure before content—using short review loops to tune timing, probes, and flow. Second, Reflexion (with an "X"): asking the AI to critique its own draft for bias, confusion, or sequencing and to document changes. Example: "Review this guide and revise any questions that may be leading, biased, or confusing. Then list the changes you made and why you made them." And it will! Check out this episode for examples of using effective AI prompting for qualitative and quantitative researchers. #MarketResearch #QualitativeResearch #UXResearch #CXResearch #SurveyDesign #AIforResearch Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully vetted market research experts, covering temporary needs due to project and resource fluctuations. We believe it: Inside every market researcher is a Research Rockstar! Hope you enjoy this episode of Conversations for Research Rockstars. Research Rockstar | Facebook | LinkedIn | 877-Rocks10 ext 703 for Support, 701 for Sales [email protected]

As we plan for 2026, many CX, UX, and Market Research teams are focused on anticipating project volume, evolving method mixes, AI-enabled workflows, and resource allocation. But regulatory policy deserves attention too—with changes coming that could directly shape how we run qualitative and quantitative projects.  In this episode of Conversations for Research Rockstars, Kathryn Korostoff interviewed Howard Fienberg, Senior VP Advocacy at the Insights Association, about two regulatory shifts that could impact researchers. Kathryn and Howard also discuss how these regulations could create meaningful cost savings and workflow improvements for researchers in both qual and quant settings. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully vetted market research experts, covering temporary needs due to project and resource fluctuations. We believe it: Inside every market researcher is a Research Rockstar! Hope you enjoy this episode of Conversations for Research Rockstars. http://www.researchrockstar.com/ Facebook | LinkedIn | 877-Rocks10 ext 703 for Support, 701 for Sales [email protected] 

Struggling with overloaded discussion guides in qualitative research? In this episode of Conversations for Research Rockstars, Kathryn Korostoff shares practical ways to handle clients, colleagues, and stakeholders who want to pack too much into a focus group or IDI guide. Learn how to: Keep discussion guides aligned with project objectives Push back—professionally—when feedback risks data quality Use strategies like pre-surveys, split guides, and online exercises to balance content Whether you're running focus groups or in-depth interviews, these tips will help protect data quality and keep your research process rock solid. Have you ever seen a Franken-guide? (Skip to 2:22) For adding interactivity to online focus groups and webcam IDIs, we can either use qualitative research platforms with built-in interactive features, or use Zoom (and similar video platforms) with integrated apps that add interactivity. Qualitative research platforms with built-in interactivity features: Recollective – Supports collage, drag-and-drop image tasks, ranking/sorting, polls. 👉 https://www.recollective.com/ Aha! Insights – Supports projective tools, word games, drawing/mark-up, polls. 👉 https://www.ahaonlineresearch.com/ Discuss.io – Supports polls, drawing/mark-up, pre-work, ranking/sorting. 👉 https://www.discuss.io/platform/ If you are doing online focus groups or IDIs using Zoom, check out these tools: Zoom Polling & Quizzes (built-in) – Run quick polls or quizzes. 👉 https://support.zoom.com/hc/en/article?id=zm_kb&sysparm_article=KB0066150 Zoom Whiteboard – For image annotation. 👉 https://developers.zoom.us/docs/whiteboard/ Mural – A visual whiteboard for collages, clustering, sticky notes, and interactive brainstorming during sessions. 👉 https://www.mural.co/ Slido (Zoom App) – Add polls and word clouds inside Zoom. 👉 https://www.slido.com/zoom-polling Poll Everywhere (Zoom App) – Collect poll and open-ended responses. 👉 https://www.polleverywhere.com/app/zoom Vevox (Zoom Integration) – Anonymous polling, word clouds, polls integrated into Zoom. 👉 https://www.vevox.com/zoom-integration Note: Some of these tools are easier to prepare in advance, so during the session you just "launch." That helps avoid tech fumbling mid-discussion. #MarketResearch #QualitativeResearch #CXResearch #UXResearch #MRX Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully vetted market research experts, covering temporary needs due to project and resource fluctuations. We believe it: Inside every market researcher is a Research Rockstar! Hope you enjoy this episode of Conversations for Research Rockstars. http://www.researchrockstar.com/ Facebook | LinkedIn | 877-Rocks10 ext 703 for Support, 701 for Sales [email protected]

In this Conversations for Research Rockstars episode, host Kathryn Korostoff tackles one of the trickiest challenges in survey design—choosing the best possible answer options for the questions we've so carefully crafted. Using clear, real-world examples, she offers practical guidance on: When to use unipolar vs. bipolar scales How to choose between odd- and even-point scales—and explain your choice to stakeholders  When to consider less common options like rank order or constant sum Whether we're designing a questionnaire for market research, CX research, or UX research, this episode delivers best practices that experienced survey researchers rely on to ensure every question is supported by the optimal answer options. #MarketResearch #QuantitativeResearch #CustomerInsights #ConsumerBehavior Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully vetted market research experts, covering temporary needs due to project and resource fluctuations. We believe it: Inside every market researcher is a Research Rockstar!  http://www.researchrockstar.com/ Facebook LinkedIn 877-Rocks10 ext 703 for Support, 701 for Sales [email protected]

What happens when clients feel dissatisfied after the very first in-depth interview? Often, it's not about objectives or discussion guides—it's about mismatched expectations on style. In this conversation, Kathryn Korostoff unpacks the difference between highly structured and semi-structured IDIs and why alignment upfront is essential for success.  Learn more about Research Rockstar's training and staffing resources for research professionals here: https://rarquote.paperform.co/ Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully vetted market research experts, covering temporary needs due to project and resource fluctuations.  **We believe it: Inside every market researcher, is a Research Rockstar!** Hope you enjoy this episode of Conversations for Research Rockstars. http://www.researchrockstar.com/ Facebook LinkedIn 877-Rocks10 ext 703 for Support, 701 for Sales [email protected]

Contracts may not be the most exciting part of our work as researchers—but they can make or break a project.  In this Research Rockstar Conversation, Kathryn Korostoff talks with Benjamin de Seingalt, Esq., Corporate Counsel and Director of Privacy and Compliance at MarketVision Research, about the growing complexity of contracts in market research and insights work. Together, they explore: Why contracts are bigger and more detailed today How privacy regulations shape what goes into agreements Red flags researchers should watch for Four practical tips for navigating research contracts For anyone working in market research—whether agency-side, client-side, or an independent contractor, this episode will help you spot issues before they derail a project. 👉 Want to go deeper? Check out our course on Ethical and Legal Topics for Market Researchers at Research Rockstar. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully vetted market research experts, covering temporary needs due to project and resource fluctuations.  We believe it: Inside every market researcher, is a Research Rockstar!  Hope you enjoy this episode of Conversations for Research Rockstars. http://www.researchrockstar.com/ Facebook LinkedIn 877-Rocks10 ext 703 for Support, 701 for Sales [email protected]

In this episode, Kathryn Korostoff, market research thought leader and founder of Research Rockstar, tackles an often-overlooked challenge in successful AI deployment: organizational structure. While AI promises efficiency and innovation in market research and customer insights, many teams are still held back—not by technology, but neglecting the value of small wins and organizational silos. Kathryn shares key insights from her conversations with Benjamin de Seingalt, Esq., Corporate Counsel and Director of Compliance and Privacy, MarketVision Research. We explore: Why research teams miss opportunities to get early wins with AI How outdated organizational structures limit collaboration across customer insights functions What research leaders can do to overcome these roadblocks for market research, CX, UX, and VoC teams Whether you're optimizing qualitative research processes or enhancing quantitative research workflows, this conversation will help you think beyond tools and tactics—and toward sustainable transformation.  ✅ Like what you hear? Subscribe and join us as we explore ways to strengthen our market research skills and build smarter teams. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on-demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. ***We believe it: Inside every market researcher, is a Research Rockstar!*** Hope you enjoy this episode of Conversations for Research Rockstars. http://www.researchrockstar.com/ Facebook - https://www.facebook.com/ResearchRockstarTraining LinkedIn - https://www.linkedin.com/company/2038750 877-Rocks10 ext 703 for Support, 701 for Sales  [email protected]

In this episode, we explore the Jobs to be Done (JTBD) framework, a model embraced by many companies, including leading CPG brands, financial services, tech companies, and more. Your host, Kathryn Korostoff, gives you a brief overview of what JTBD is and how market researchers can use it to move beyond a superficial understanding of customer needs. Whether it's for physical products or services, understanding the real motivations behind purchases and brand choices is crucial. In professional market research, we know that customer decision-making is seldom rational and often more complex than it appears. While there are various frameworks we can use to gain deeper customer insights, JTBD is a useful framework for identifying innovation, differentiation, and segmentation opportunities. What is the customer's ultimate aspiration for using this product or service? What are they trying to accomplish? In this episode, examples illustrate the model's potential, using examples from cars, refrigerators, and coffee makers. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on-demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations.  We believe it: Inside every market researcher, is a Research Rockstar! Hope you enjoy this episode of Conversations for Research Rockstars. HTTP://www.researchrockstar.com/ Facebook LinkedIn 877-Rocks10 ext 702 for Support, 701 for Sales [email protected]  

Join host Kathryn Korostoff and special guest Dan Braker, President of Breakthrough Research, for a deep dive into the power of authenticity in shaping consumer decisions and brand loyalty. This episode explores the critical role authenticity plays in building lasting connections between brands and their customers. Drawing on psychological research, learn how authenticity impacts consumer decision-making and brand loyalty, and how these factors vary across different demographics. Dan introduces Breakthrough Research's innovative approach to measuring brand authenticity, offering new perspectives on evaluating its impact. Don't miss this insightful discussion on the importance of genuine connections in the marketplace. For more on Breakthrough Research, visit their website. Brands (and people) need to be authentic in order to form long-lasting connections with their customers. Traditional market research approaches may measure brand appeal or purchase interest, but they may be missing out on the important aspect of authenticity. To learn more about Breakthrough Researcher's authenticity model, check out their LinkedIn page.  In the episode, Dan also mentioned the broader work of Breakthrough's Chief Innovation Officer, Abrahama M. Rutchick, Ph.D. We recommend learning more about Abe's work here. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on-demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations.  We believe it: Inside every market researcher, is a Research Rockstar! Hope you enjoy this episode of Conversations for Research Rockstars.  https://www.researchrockstar.com/ Facebook LinkedIn 877-Rocks10 ext 703 for Support, 701 for Sales

What is your team's position on the continuum from basic to bold of AI so far? Is the status on the basic end, with AI used for personal productivity but not much else? Or is your team looking to leapfrog conventional methods with new AI-driven customer insights-driving products and services? Hint: your team is more on the bold end if it is already piloting solutions that include components such as avatars/conversational AI, data-to-text, image analysis, or synthetic data.  Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning courses are offered on-demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations.  We believe it: Inside every market researcher, is a Research Rockstar! Hope you enjoy this episode of Conversations for Research Rockstars.  http://www.researchrockstar.com/ Facebook LinkedIn 877-Rocks10 ext 703 for Support, 701 for Sales [email protected]  

Learn how to avoid analysis bias in global market research studies. Conducting global studies requires careful planning and data collection, but analyzing the results can be even more challenging. Human beings have inherent biases that can impact data analysis, compromising the quality and accuracy of research reports. In this video, we share three types of bias that can infiltrate our research reports. Enhance your market research skills and deliver an unbiased and reliable analysis of your quantitative and qualitative studies by being aware of these common analysis pitfalls. This episode includes an excerpt from the Research Rockstar training course, Conducting Global Market Research. For more details on this course, visit bit.ly/GlobalMRX Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning courses are offered on-demand and include options to earn Insights Association IPC Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations.  We believe it: Inside every market researcher, is a Research Rockstar! Hope you enjoy this episode of Conversations for Research Rockstars.  http://www.researchrockstar.com/ Facebook LinkedIn 877-Rocks10 ext 703 for Support, 701 for Sales [email protected]     

As professional market researchers, one of our biggest challenges is access to quality sample. We have all had the experience of having to toss out 10% or even 20% or more of research respondents because they were likely bots, fakes, or otherwise low-quality responses. While online sample is problematic for both B2B and B2C studies, the "solutions" may be different. In this episode, our experts tackle the topic of B2B: how can we efficiently recruit authentic, qualified participants for B2B research? Join Kathryn Korostoff and Sharekh Shaikh, CEO of CleverX, as they discuss how to optimize B2B recruiting for both qualitative and survey research projects. Sharekh has a unique POV on this topic—one that will surely challenge current assumptions about how to get access to high-quality, authentic B2B respondents! At 05:10, Sharekh references ESOMAR research regarding the percentage of fraudulent online survey responses, so we wanted to share the source of that statistic: Technology's role in preventing fraud. CleverX is an audience discovery platform for market and product research teams, specializing in B2B sample. To learn more about the company and the work Sharekh does, please see the links below!  CleverX | CleverX on LinkedIn | Sharekh Shaikh on LinkedIn | [email protected] | 415-318-6857 Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on-demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations.  **We believe it: Inside every market researcher, is a Research Rockstar!** Hope you enjoy this episode of Conversations for Research Rockstars.  http://www.researchrockstar.com/ Facebook  X (Twitter) LinkedIn 877-Rocks10 ext 703 for Support, 701 for Sales [email protected]

Newer researchers may not realize how much of the work in Market Research and Insights is in socializing the results. We don't just send a report out by email and nothing else... not unless we want the research to be ignored. Successful researchers help their clients/stakeholders socialize the research results to influence and persuade. In this episode, Kathryn Korostoff is joined by Kory Grushka, Founder and CEO of Stories Bureau. Kory's company is a creative agency with experience helping major CPG and Tech brands harness the power of visual storytelling capabilities for insights professionals, including highlights on client & researcher risk aversion and overcoming reporting challenges.  Kory Grushka is the Founder and Creative Director of Stories Bureau, a boutique creative agency focused on B2B content and internal creative for Fortune 500 companies. You can connect with him on LinkedIn or learn more at storiesbureau.com Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are on-demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations.  We believe it: Inside every market researcher, is a Research Rockstar! Hope you enjoy this episode of Conversations for Research Rockstars.  HTTP://www.researchrockstar.com/ Facebook X (Twitter) LinkedIn 877-Rocks10 ext. 703 for Support, 707 for Sales [email protected]

How will AI impact the work, and careers, of Market Research & Insights Professionals? Is it doom and gloom, a welcome revolutionary advancement, or does it lie somewhere in the middle? Enjoy this video of instructors Jim Newswanger and Kathryn Korostoff for a discussion about AI's current, and potentially future, impact on the entire cycle of market research projects.  Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning courses are offered on-demand, and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations.  ***We believe it: Inside every market researcher, is a Research Rockstar!*** Hope you enjoy this episode of Conversations for Research Rockstars.  Research Rockstar  Facebook X (Twitter) LinkedIn 877-Rocks10 ext 703 for Support, 707 for Sales [email protected]