Happy Market Research Podcast

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/danfleetwoodLearn 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/danfleetwoodLearn 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/danfleetwoodLearn 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/danfleetwoodLearn 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/danfleetwoodLearn 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/danfleetwoodLearn 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/danfleetwoodLearn 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/danfleetwoodLearn 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/danfleetwoodLearn 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/danfleetwoodLearn 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/danfleetwoodLearn 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/danfleetwoodLearn 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/timsandersDan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwoodLearn more about QuestionPro: https://www.questionpro.com

In this episode, Dan Fleetwood sits down with UX research veterans Nik Blach, former Senior Manager UX Data Research at Epic Games, and Rob Aseron, a research consultant and former Director of UX Research at Zynga, along with Vivek Bhaskaran, founder and CEO of QuestionPro. Together, they unpack how player-centric research drives innovation and engagement in gaming. From measuring "fun" and mastering game mechanics to the real-world impact of surveys on game development, this episode explores how research shapes not only gameplay, but also business strategy.  Guests:Nik Blach – Former UX Data Research Lead at Epic Games, Nik worked on Fortnite, Fall Guys, and Rocket League. His work on MaxDiff surveys directly influenced cosmetic offerings in Fortnite, blending player preference data with real-time product strategy.Rob Aseron – As former Director of UX Research at Zynga, Rob led benchmarking and competitive analysis during the company’s rapid growth. Now a consultant, he helps teams turn research into product strategy.Vivek Bhaskaran – Founder and CEO of QuestionPro, Vivek has 20 years of experience building tools for scalable research. His work spans gaming, healthcare, HR, and CX, empowering teams to act fast on insights. Topics and timestamps:[00:00] Intro [02:08] What UX research looks like inside gaming companies [05:31] Scaling insights for massive player bases [08:21] How feedback changes games [12:33] The risks of simplifying games for mobile [15:06] Measuring “fun” in gaming: Is it even the right metric? [27:38] Qualitative vs. quantitative research workflows [30:24] Building feedback loops into the development process [32:58] Using surveys to answer PM questions [36:32] Feedback loops before release [38:35] AI in research: Use cases, challenges & wins [44:51] Future of survey design: AI-powered storytelling previews [49:22] Final thoughts [50:07] Outro Useful links:Follow Nik Blach on LinkedIn: https://www.linkedin.com/in/nikblach/Follow Rob Aseron on LinkedIn: https://www.linkedin.com/in/robaseron/Follow Vivek Bhaskaran on LinkedIn: https://www.linkedin.com/in/vivekbhaskaran/Follow Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood/Learn more about QuestionPro: https://www.questionpro.com

In this episode, Dan Fleetwood speaks with Aarti Bhaskaran, Global Head of Research and Insights at Snap. Aarti dives deep into the evolving role of augmented reality in media consumption and its impact on brand marketing, particularly in relation to Gen Z. She shares Snap’s groundbreaking research on generational trends, shopping behaviors, and the future of word-of-mouth marketing in the digital age. From AR lenses to understanding the attention span of Gen Z, this episode is packed with valuable insights for market researchers and marketers alike. Guest:Aarti Bhaskaran – With 19 years of experience in market research, Aarti Bhaskaran is the Global Head of Research and Insights at Snap, leading research on audience behavior, media consumption, and emerging technologies like augmented reality. Topics and timestamps:[00:00] Intro[00:26] Aarti’s background[02:05] Exploring Gen Z’s social media consumption and expectations from brands[4:44] How Gen Z’s approach to content differs from Millennials[6:08] The evolution from filters to AR lenses[7:44] AR’s role in word-of-mouth marketing[11:08] How AR is used for product try-ons[11:43] Snap’s mixed methodology approach[13:20] Gen Z’s higher processing power[16:25] The challenge of proving market research's value[17:48] How researchers can better align their work with business goals[19:39] What market researchers get wrong[22:24] How AI is influencing market research[23:04] Resources that have shaped Aarti's career[25:18] How to connect with Aarti[26:00] Outro Useful links:Follow Aarti Bhaskaran on LinkedIn: https://www.linkedin.com/in/aarti-bhaskaran-b1658414/ Follow Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood/Learn more about QuestionPro: https://www.questionpro.com

Dan Fleetwood sits down with Bob Fawson, the founder of Data Quality Co-op, a groundbreaking independent clearinghouse for first-party data quality. Bob shares his journey in the market research industry, the critical role of data quality in research, and his insights into how the industry is evolving in the digital age. This episode is filled with valuable advice for researchers looking to navigate the world of data and ensure the highest standards of quality. Guest:Bob Fawson – With 19 years of experience in market research, Bob Fawson is the founder and CEO of Data Quality Co-Op, the industry's pioneering independent clearinghouse for first-party data quality. Topics and Timestamps:[00:00] Intro[00:30] Bob’s journey[01:37] What is Data Quality Co-op?[04:56] The role of technology in data quality[07:15] Data quality challenges[09:50] AI & data quality[11:26] Improving market research[14:45] Advice for new researchers[16:27] Storytelling in market research[19:13] Closing remarks Useful links:Follow Bob Fawson on LinkedIn: https://www.linkedin.com/in/bob-fawson-2590168/Follow Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood/Learn more about QuestionPro: https://www.questionpro.com

Dan Fleetwood sits down with Jamin Brazil, the original host of the Happy Market Research Podcast, to reflect on the show’s origin, lessons learned from hundreds of interviews, and Jamin’s bold leap into edtech. It’s a heartfelt, wisdom-packed conversation between two seasoned industry leaders. Guest:Jamin Brazil – Former Host of Happy Market Research Podcast, Co-founder of Decipher, former CEO of FocusVision (now Forsta), CRO at Voxpopme, and now COO at Parsec Education, an EdTech company.Topics and Timestamps:[00:00] Guest introduction[01:30] Jamin’s Career Transition: From Market Research to EdTech[02:10] The Broken Education System & Opportunities for Technology[03:24] Why Jamin Started the Happy Market Research Podcast[05:30] Early Challenges and Aspirations for the Podcast[07:43] Behind-the-Scenes Stories from Hosting Hundreds of Episodes[09:55] Memorable Guests and Historical Archive of the Industry[11:14] Advice for Current Market Researchers[12:40] Personal Stories: How Family Values Shaped Jamin’s Work Ethic[14:38] Life Motto "You Get What You Earn" Useful Links:Follow Jamin Brazil on LinkedIn: https://www.linkedin.com/in/jaminbrazil/Follow Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood/Learn more about QuestionPro: https://www.questionpro.com

Dan Fleetwood, President of Research and Insights at QuestionPro, is stepping into the role of host for the Happy Market Research Podcast, marking an exciting new chapter for the show. Dan brings over 15 years of market research experience to the table and is eager to build upon the strong foundation laid by former host Jamin Brazil.​ The podcast will continue to feature expert interviews and discussions on the latest trends and innovations in the market research industry. Dan's enthusiasm for this new role is evident, as he aims to make the podcast a valuable resource for industry professionals.

Our guest today is Reed Cundiff, Chief Executive Officer at the Schlesinger Group.  Founded in 1966, Schlesinger is a leading provider of quantitative and qualitative research solutions and has built and bought leading technology solutions providing customers with both best-in-class service and software. Prior to joining Schlesinger, Reed served as a General Manager at Microsoft, SVP at the Yankee Group, and CEO of the Americas for Kantar. Find Reed Online: LinkedIn: https://www.linkedin.com/in/reed-cundiff-3b0a181/ Schlesinger Group: https://www.schlesingergroup.com/en/  Find Jamin Online: Email: jamin@happymr.instawp.xyz  LinkedIn: www.linkedin.com/in/jaminbrazil Twitter: www.twitter.com/jaminbrazil  Find Us Online:  Twitter: www.twitter.com/happymrxp  LinkedIn: www.linkedin.com/company/happymarketresearch  Facebook: www.facebook.com/happymrxp  Website: www.happymr.com  Music:  “Clap Along” by Auditionauti: https://audionautix.com  This Episode is Sponsored by: HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.  For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com. [00:00:00] Jamin Brazil: Hey, everybody. You are listening to the Happy Market Research Podcast. We have a special guest today, Reed Cundiff. He is the chief executive officer as the Schlesinger Group. Founded in 1966, Schlesinger is a leading provider of qualitative and quantitative research solutions and has built and bought leading technology solutions which now provide companies best-in-class, both in terms of service and software. Prior to joining Schlesinger, Reed has served as a general manager at Microsoft, SVP at the Yankee Group, and CEO of the Americas for Kantar. Reed, thanks so much for making time for us and being on the Happy Market Research Podcast today. [00:00:44] Reed Cundiff: Thanks for having me, Jamin. It's a pleasure to be here. [00:00:50] Jamin Brazil: HubUX is a research operations platform for private panel management, qualitative automation including video audition questions, and surveys. For a limited time, user seats are free. If you'd like to learn more or create your own account, visit hubux.com. I'd like to start out with this context question. Tell us a little bit about your parents, what they did and how that informs what you do today. [00:01:15] Reed Cundiff: I love this question, and probably my mom in particular loves this question. Both my parents worked outside the home. My dad was a mechanical engineer at DuPont for over 30 years. And I have to say, he believed in a structured approach to pretty much everything in life as engineers sometimes do, and also had a real strong belief in efficient execution, whether that was at work, whether that was mowing the lawn or whatever the case may be. And so I think that kind of structured approach and focus on efficiency certainly has showed up in my work life and home life. The interesting blend was my mom was a change management and a talent consultant with Towers Perrin and Watson Wyatt and a few other organizations. And so she honestly built a career around the belief and the power of people and teams to be able to tackle pretty much anything in the world and just the importance of human capital within a business context. So together I feel like honestly, it's pretty logical that I ended up here. I couldn't have told you that at 22, but bent towards a structured understanding of the world and a focus on the people side of business has I think really driven me to where I am now. [00:02:44] Jamin Brazil: It is a special skill set that you possess and that has thankfully been installed by your family, that both probably in terms of DNA and also obviously observational. So that's super interesting.