Stop Chasing Speed: Build Consistency That Predicts Outcomes
Update: 2025-11-11
Description
In this episode of The Curiosity Current, hosts Molly and Stephanie sit down with Charlie Grossman, Owner of CG Research & Consulting and former Vice President at BASES and Burke, to explore what makes research trustworthy and actionable. With over thirty years in market research, Charlie explains that while technology has made studies faster and cheaper, quality depends on context, consistency, and interpretation. He warns that DIY platforms and automation can sacrifice reliability for convenience, introducing bots, bias, and poor sampling. For Charlie, every number needs history behind it, without benchmarks or parallel testing, data loses meaning. He shares examples where high purchase intent failed to translate into repeat sales and explains how clear decision rules help teams avoid the “novelty trap.” He also highlights how human judgment remains essential even as AI transforms analysis, arguing that machines can scale insight but not replace empathy. True progress, he says, lies in mastering both, the precision of technology and the discernment of human experience. For today’s research leaders, this episode is a reminder that the fundamentals – clarity, consistency, and context, still drive the smartest decisions.
What You’ll Learn:
- How to separate data quality from number meaning and why both matter
- Why consistency across method, sample, and timing is the foundation of credible insight
- How to write decision rules with smart exceptions that reduce organisational bias
- The difference between trial and repeat, and how to detect the novelty trap
- How to balance AI efficiency with human empathy for open-ends and storytelling
- When to parallel test to protect historical continuity
- How to identify and survey the true decision maker so results actually forecast outcomes
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Episode Resources:
- Charlie Grossman on LinkedIn
- Stephanie Vance on LinkedIn
- Molly Strawn-Carreño on LinkedIn
- The Curiosity Current: A Market Research Podcast on Apple Podcasts
- The Curiosity Current: A Market Research Podcast on Spotify
- The Curiosity Current: A Market Research Podcast on YouTube
The Curiosity Current: A Market Research Podcast is handcrafted by our friends over at: fame.so
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