Advertise on podcast: Happy Market Research Podcast

In this episode of the Happy Market Research Podcast, Dan Fleetwood talks with Nick King, Insight Director at AutoTrader, about what it takes to deliver impactful insights inside a large digital marketplace. Nick shares how his team partners with product, UX, and commercial teams to ensure research informs real decisions. The conversation explores insight prioritization, speed versus depth, and how to make research useful in a fast-moving, always-on business.   Guest: Nick King – Insight Director at AutoTrader and a consumer psychologist with deep experience in digital media and marketing. He has led insight and business intelligence teams at AutoTrader since 2007 and is known for championing the use of data to inform product and business decisions. Nick is also a visiting lecturer in consumer psychology at Anglia Ruskin University and a frequent conference speaker.   Useful links: Nick King on LinkedIn: https://www.linkedin.com/in/nick-king-2125391/ Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood Learn more about QuestionPro: https://www.questionpro.com

In this episode of the Happy Market Research Podcast, Dan Fleetwood talks with Marilisa Beatty, VP of Qualitative Research at KJT, about what it truly takes to deliver strong qualitative research. Marilisa shares her perspective on rigor, thoughtful design, and building meaningful client partnerships. The conversation explores how qualitative researchers can balance structure with flexibility, mentor teams, and ensure insights are both credible and actionable.   Guest: Marilisa Beatty – Vice President of Qualitative Research at KJT with over 15 years of experience in global healthcare research. She has led qualitative research for pharmaceutical and biotech companies and is known for delivering rigorous, patient-centered insights through thoughtful study design and strong rapport with respondents.   Useful links: Marilisa Beatty on LinkedIn: https://www.linkedin.com/in/marilisabeatty/ Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood Learn more about QuestionPro: https://www.questionpro.com

In this episode of the Happy Market Research Podcast, Dan Fleetwood talks with Laurie Michaels, Associate Director of Market Research at Innovation Partners, about what it really takes to make research useful inside organizations. Laurie shares her experience working closely with internal stakeholders, translating insights into action, and balancing rigor with real-world constraints. They discuss collaboration, research prioritization, and how researchers can become stronger partners to the business.   Guest: Laurie Michaels – Associate Director, Market Research at Innovation Partners. Laurie brings deep experience in applied market research, helping organizations turn insights into practical decisions. Her work focuses on stakeholder collaboration, clear communication, and ensuring research delivers real impact.   Useful links: Laurie Michaels on LinkedIn: https://www.linkedin.com/in/laurieannmichaels/ Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood Learn more about QuestionPro: https://www.questionpro.com

Dan Fleetwood talks with Gary Rudman, President of GTR Consulting and widely known as the Gen Z Whisperer, about what brands and researchers often misunderstand about Gen Z. Gary shares insights from years of youth culture research, exploring what truly resonates with this generation—from authenticity and identity to the impact of social media and brand purpose. They discuss how researchers can better connect with Gen Z audiences and why listening, not labeling, is key to understanding the next wave of consumers.   Guest: Gary Rudman – Founder and president of GTR Consulting and has spent over 20 years researching young consumers across industries like retail, fashion, CPG, tech, gaming, media, and more. He has led hundreds of focus groups and is frequently quoted on youth culture in outlets such as the New York Times, the Washington Post, and BrandWeek. Previously, he worked as a planner at Foote, Cone & Belding and J. Walter Thompson, and as director of qualitative research at Teenage Research Unlimited.   Useful links: Gary Rudman on LinkedIn: https://www.linkedin.com/in/garyrudman/ Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood Learn more about QuestionPro: https://www.questionpro.com

Dan Fleetwood speaks with Susan Rose, Vice President of Strategic Marketing & Advisory Services at GovExec, about the intersection of data, research, and thought leadership in the public sector. Susan shares her journey from journalism to marketing, explaining how she uses research to back up compelling narratives that influence decision-makers. They explore the role of data in shaping effective communications, building thought leadership, and delivering actionable insights that drive results in the government sector.   Guest: Susan Rose – Vice President of Strategic Marketing and Advisory Services at GovExec. With over 30 years of experience, Susan specializes in helping B2G and B2B organizations craft compelling stories and develop strategies that drive action. She leads research, moderates focus groups, and works closely with executives to shape messaging and thought leadership that resonates with decision-makers. An award-winning copywriter with expertise in both public and private sectors, Susan is passionate about marketing that delivers results and enhances the customer experience.   Useful links: Susan Rose on LinkedIn: https://www.linkedin.com/in/susanrose001/ Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood Learn more about QuestionPro: https://www.questionpro.com

Dan Fleetwood speaks with Giovanni Riggioni, Customer & Market Insights Manager at HP, about the evolving role of customer insights in driving product strategy. Gio shares how his team uses data to inform product decisions, enhance customer experiences, and align research with business goals at HP. They discuss the integration of behavioral data, the impact of AI in shaping insights, and how qualitative research continues to play a crucial role alongside automation. This episode highlights the growing intersection between technology and human understanding in delivering impactful market research.   Guest: Giovanni Riggioni – Customer & Market Insights Manager at HP. He's a results-driven researcher offering over 18 years of experience providing actionable insights to a varied cross-section of clients and disciplines. He has a unique combination of methodological knowledge, research savvy, and business acumen, enabling him to effectively use research as a tool to address complex business questions.   Useful links: Giovanni Riggioni on LinkedIn: https://www.linkedin.com/in/giovanniriggioni/ Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood Learn more about QuestionPro: https://www.questionpro.com

Dan Fleetwood speaks with Jamie Ross-Skinner, Insights and Growth Director at ROAST, about how social listening is reshaping the insights landscape. Jamie explains how combining AI with human understanding helps brands uncover real consumer sentiment beyond traditional research. They explore how to turn social data into meaningful stories, the balance between automation and empathy, and why curiosity remains essential for insight professionals in an age of AI-driven listening tools.   Guest: Jamie Ross-Skinner – Insights & Growth Director at ROAST (part of TIPi Group). Jamie leads the central insights function across ROAST’s agencies, translating data into consumer-centric strategies that guide client decisions. Having started client-side, he moved into agency life at WCRS before joining ROAST in 2018. Since then, he’s delivered competitor and consumer research and trend analysis to brands like HCA Healthcare UK, Rightmove, Trainline, and Best at Travel. He’s also a frequent speaker and industry commentator—recently headlining “Insights Chats” on transforming insights into action.   Useful links: Jamie Ross-Skinner on LinkedIn: https://www.linkedin.com/in/jamie-ross-skinner/ Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood Learn more about QuestionPro: https://www.questionpro.com

In this episode of the Happy Market Research Podcast, host Dan Fleetwood chats with Cecilia Rodriguez, research and insights leader at Discover Puerto Rico. Cecilia shares how her team leverages data to better understand travelers, builds trust in the tourism industry, and turns research into strategies that strengthen Puerto Rico’s global brand. From consumer insights to industry trends, this conversation highlights how research drives meaningful traveler experiences and supports destination growth.   Guest: Cecilia Rodriguez –  Research and Insights Leader at Discover Puerto Rico, where she uses data to understand traveler behaviors and trends, shaping marketing strategies that enhance the island's global tourism brand. With a background in consumer insights and destination marketing, Cecilia plays a key role in turning research into actionable insights that drive Puerto Rico’s tourism growth.   Useful links: Cecilia Rodriguez on LinkedIn: https://www.linkedin.com/in/cecilia-m-rodriguez-mba-86624a16/ Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood Learn more about QuestionPro: https://www.questionpro.com

In this episode of the Happy Market Research Podcast, host Dan Fleetwood sits down with Brooke Reavey, marketing professor at Dominican University, to talk about the challenges and opportunities in market research education. They explore the rise of survey fraud, why academic trust matters now more than ever, and how competitions and classroom projects are helping prepare students for real-world research. Brooke shares her unique perspective as both a practitioner and educator, reflecting on her journey from industry researcher to professor, and what excites her most about training the next generation of insights professionals.   Guest: Brooke Reavey – Associate Professor of Marketing at Dominican University, where she teaches courses in market research, digital marketing, and strategy. Recipient of the John and Jeanne Rowe Distinguished Professorship in the Brennan School of Business, a two-time Fulbright Scholar, and founder and president of the Marketing Research Competition, a national program that bridges the gap between academia and practice, equipping students with the tools they need to succeed in the insights field.   Useful links: Brooke Reavey on LinkedIn: https://www.linkedin.com/in/brooke-reavey/ Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood Learn more about QuestionPro: https://www.questionpro.com  

The opinions expressed in this episode are those of the host and guest only, and do not reflect the views of any company.   In this episode of the Happy Market Research Podcast, host Dan Fleetwood sits down with Mary Hayes, Product Insights Manager at L&E Research, to explore the critical balance between AI efficiency and human connection in market research. Mary shares her unique career journey, the role of recruitment in data quality, and why empathy and communication remain irreplaceable in research. If you’ve ever wondered how to maintain quality insights in an AI-driven era, this conversation is packed with practical wisdom and real-world examples.   Guest: Mary Hayes –  Product Insights Manager at L&E Research, where she leads a team dedicated to bridging the gap between recruitment and research. With a career spanning facility management, recruiting, programming, marketing, project management, and partnerships, Mary brings a 360-degree perspective to research operations. Her journey began in video editing and evolved through 13 years in hospitality and event management before she transitioned into market research, where she honed her organizational and planning expertise.   Useful links: Mary Hayes on LinkedIn: https://www.linkedin.com/in/maryhayes082016/ Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood Learn more about QuestionPro: https://www.questionpro.com

In this episode of the Happy Market Research Podcast, Dan Fleetwood chats with Doug Keith, Founder of Future Research Consulting, about the evolving landscape of market research. Doug shares his insights on how the industry has changed over the years and the critical need to push past the "safe" middle-ground to embrace true innovation. From the rise of agile research and AI to fostering deeper connections with clients, Doug explains how strategic thinking and curiosity are the keys to driving meaningful change in today’s fast-paced research world.   Guest: Doug Keith – Founder of Future Research Consulting. Doug has extensive experience in both qualitative and quantitative research, specializing in blending strategic insight with practical solutions. He is passionate about driving innovation and helping businesses think beyond traditional approaches to stay ahead of market shifts.   Topics and timestamps: [00:00] Intro  [00:28] Doug Keith’s background and his journey to starting Future Research Consulting  [03:00] The biggest changes in market research in recent years  [04:33] The balancing act: Good, fast, and cheap in today’s research landscape  [05:41] How AI is changing research workflows and removing strategic thinking  [08:29] Strategic thinking vs. rushing through tasks in research projects  [11:09] The importance of slowing down to improve outcomes  [14:10] The dangers of outsourcing too much: Losing touch with the research process  [16:53] How to avoid the trap of "safe" research and innovate in your approach  [21:20] Take your time and bring something different to the table  [23:27] The importance of helping the customer vs. just hitting internal KPIs  [25:43] Doug’s advice for market researchers looking to stay ahead of industry trends  [30:09] Outro   Useful links: Doug Keith on LinkedIn: https://www.linkedin.com/in/doug-keith-futureresearch/ Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood Learn more about QuestionPro: https://www.questionpro.com

Dan Fleetwood sits down with Josh LaMar, CEO and Co-Founder of Amplinate, to discuss how understanding your customers can exponentially grow your business. From his early days at Microsoft to starting Amplinate, Josh shares how applying customer insights through UX research has led to transformative business decisions. They dive into the importance of asking the right questions, listening to customers, and the role of AI in shaping the future of market research.    Guest: Josh LaMar – CEO and Co-Founder of Amplinate. With over 20 years of experience in UX and research, Josh has worked with industry giants like Microsoft and has a deep passion for transforming how businesses connect with their customers. Through Amplinate, Josh focuses on blending behavioral insights into research to help brands grow.   Topics and timestamps: [00:00] Intro  [00:34] Josh LaMar’s background and journey to founding Amplinate  [01:38] The Preeminence Unbound framework  [03:48] The importance of understanding customers to grow your business [06:14] The role of research in connecting business strategy with customer needs  [08:07] The relationship between AI and research [09:58] Cross-cultural UX research and why it’s essential for global business strategies  [13:39] How small tweaks to your product can drive significant business results [15:08] Josh LaMar and Jay Abraham's upcoming book  [17:37] Practical advice for entrepreneurs to innovate and grow their business  [20:53] The power of customer conversations over surveys  [23:55] Building better relationships in order to get better results [26:58] Tips to create a customer-led, research-driven business  [28:48] Book recommendations and influential people in the UX and business world [31:10] Connect with Josh LaMar  [31:36] Outro   Useful links: Josh LaMar on LinkedIn: https://www.linkedin.com/in/joshlamar/ Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood Learn more about QuestionPro: https://www.questionpro.com

Dan Fleetwood speaks with Andrew Moffatt, CEO and Co-Founder of Qrious Insight, about the evolution of behavioral research and the challenges with data quality in today's market. Andrew shares how continuous, real-time data collection can solve many of the existing problems in traditional survey-based research.  This episode also explores the role of AI, the growing importance of behavioral data, and how brands can better understand consumers by observing their actions rather than relying solely on self-reported answers.    Guest: Andrew Moffatt –  CEO and Co-Founder of Qrious Insight. Andrew has over 25 years of global experience in the insights industry, having successfully built and led sales and operations teams across 20+ markets worldwide. He is dedicated to changing how market research integrates passive behavioral data to provide more accurate, actionable insights.   Topics and timestamps: [00:00] Intro  [00:41] Andrew Moffatt’s background and the journey to founding Qrious Insight  [03:06] The transition from traditional survey methods to behavioral data  [04:01] Why behavioral data solves today’s research problems  [05:40] The advantages of passive data collection and its implications for research  [06:22] How Qrious Insight tracks and collects behavioral data  [08:03] How behavioral data complements traditional surveys  [13:38] AI’s role in improving data collection and research workflows  [15:50] The future of synthetic data and digital twins in behavioral research  [18:06] Scaling behavioral research: Challenges and solutions  [19:05] What type of projects can benefit from behavioral research  [21:09] Advice for improving consumer panel management  [23:05] Andrew’s recommended resources for research insights  [25:11] Outro   Useful links: Andrew Moffatt on LinkedIn: https://www.linkedin.com/in/andrew-moffatt-mrx/ Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood Learn more about QuestionPro: https://www.questionpro.com

Dan Fleetwood talks with Tyler Lewtan, CEO of Zintro and ThinkEasy, about the real risks plaguing the research industry—from fraudulent respondents to outdated practices. Tyler shares how his journey from sales into research led him to uncover systemic issues in sample quality, and why B2B qual might be the last defense against a growing trust crisis. They explore the rise of synthetic fraud, how AI both threatens and strengthens research workflows, and what Tyler's learned from building a platform focused on quality from the ground up. Plus, Tyler offers candid advice on mentorship, trust-building, and the books that shaped his journey.   Guest: Tyler Lewtan – CEO of Zintro and ThinkEasy. A former sales leader turned research innovator, Tyler is passionate about fighting fraud in sampling and improving quality in B2B qual and quant. He’s known for challenging the status quo with sharp insights and tinfoil-hat-worthy metaphors.   Topics and timestamps: [00:00] Intro  [00:45] Tyler Lewtan’s background and path to CEO  [01:16] The data quality crisis: “Fake respondents have great margins”  [02:18] Root causes: Inverted reputational risk and lack of accountability  [02:41] How to rebuild accountability in sample sourcing  [03:56] Client-side fraud prevention tips and sniff tests  [06:01] Industry innovation vs. legacy methods  [07:01] AI, synthetic respondents, and the role of inclusivity in research  [08:17] How AI is reshaping research workflows—benefits and risks  [09:16] Will AI take research jobs? Or just reduce demand for projects?  [10:41] Big changes coming to the research industry  [11:45] GenAI as both disruptor and fraud fighter  [13:34] IP rights, ownership, and AI model governance  [14:06] Counterintuitive research insights from a failed quant-to-qual pipeline  [15:38] What researchers often get wrong: blind spots in automation  [16:52] Mentorship, relationships, and in-person connection  [17:58] How self-funded research helped shape Tyler’s thinking  [18:31] Book rec: Never Split the Difference by Chris Voss  [19:24] Where to connect with Tyler and final remarks   Useful links: Tim Sanders on LinkedIn: https://www.linkedin.com/in/tyler-lewtan-7bb94546/ Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood Learn more about QuestionPro: https://www.questionpro.com

In this episode, Dan Fleetwood chats with Tim Sanders, VP of Research at G2, about the 2025 Buyer Behavior Report and why AI is now a baseline expectation, not a bonus. From survey design to buyer churn, Tim explains how AI is reshaping B2B decisions, and what sellers need to know about adoption, value, and the future of software discovery.   Guest: Tim Sanders – VP of Research & Insights at G2 and executive fellow at Harvard’s Digital Data Design Institute. Tim is a bestselling author and former Yahoo executive, known for his human-centric take on technology, strategy, and growth. At G2, he leads AI research and buyer trend analysis for the world’s largest software marketplace.   Topics and timestamps: [00:00] Intro  [00:38] Tim Sanders’ background and role at G2  [02:35] Using AI for survey design, question logic, and visualizations  [06:14] AI’s obsession with bias detection  [07:37] Why “AI Always Included” became the 2025 headline  [08:51] How to spot real vs. superficial AI in software tools  [10:41] AI’s core value: optimization, personalization, automation  [11:30] Understanding the AI agent gradient: From copilots to systems  [14:16] Why enterprise buyers now prioritize adoption over ROI  [17:41] The rise of central IT as the main AI funder  [20:12] Why marketers must learn to speak to tech leaders  [21:35] Which GTM strategies companies are overlooking most  [23:05] 4 out of 5 buyers say AI has changed how they research  [23:48] 29% of software buyers now start with a chatbot  [24:06] How Google is losing ground to AI search in enterprise  [25:35] The new buyer path: LLMs → review sites → vendor site  [27:31] Why natural language platforms like G2 outperform static sites  [29:55] Final advice: get rid of your traditional subscription model  [33:02] Outro   Useful links: Tim Sanders on LinkedIn: https://www.linkedin.com/in/timsanders Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood Learn more about QuestionPro: https://www.questionpro.com