Episodes

  • Market Research as a Capability and Not a Function for Data-Driven Decision Making with Christopher Frank

    Market Research as a Capability and Not a Function for Data-Driven Decision Making with Christopher Frank
    Jul 19 2024
    Data informs… but human judgment decides. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO, Priscilla McKinney, and guest and CCO of PSB Insights, Christopher Frank, talk strategy in business and market research. Frank, who brings 25 years of frontline experience from American Express and Microsoft, discusses his recent move to PSB Insights, a 40-year-old research-based consultancy with offices in DC, Seattle, and London, transitioning from the client side to a consultancy role in the field of market research. He stresses the importance of framing problems correctly before diving into data analysis, which is crucial for gathering meaningful insights from both audiences and competitors; a key framework for which he calls IWIC (I Wish I Knew), which aims to shift discussions from data-driven to strategic by asking stakeholders what information they truly need to make confident decisions. The two discuss Frank's two books on the subject, Drinking From the Fire Hose, and Decisions Over Decimals; the latter of which, highlighting its relevance in today's data-driven decision-making landscape, has been featured in Malcolm Gladwell and Dan Pink's Next Big Idea Club. His books emphasize the importance of balancing intuition and information in both the market research and strategy processes. "If you are concerned that your role is going to be commoditized because of these new technologies,” Frank explains. “What [AI] is not delivering yet is [your own] judgment." McKinney and Frank also discuss his role as co-director of Columbia Business School's Leading in a Data-Driven World program. This initiative focuses on developing quantitative intuition, teaching professionals how to make smarter, more informed decisions without necessarily needing advanced mathematical skills. That and much, much more! Sponsors: Get ready for another amazing Insights Marketing Day! It’s everything you need to take control of your marketing funnel in one power-packed day. You’ll hear from fun, engaging and instructive speakers who are proven authorities in digital marketing. They’ll leave their egos behind and pull the curtain back to show you what it takes behind the scenes to achieve dramatic marketing results. This year, we’ll take you on a journey from the very beginning of the marketing funnel through realizing revenue and how to create a more predictive model for success. You’ll be challenged to change your mindset, learn emerging skills and discover game-changing tools. All this while creating genuine connections with like-minded professionals. Learn, network, discover and strategize. Make Insights Marketing Day a MUST on your 2024 calendar. Visit littlebirdmarketing.com/insights-marketing-day and get your tickets today! Get your research done anywhere around the world quickly and efficiently with Gazelle Global! Are you looking for experts and tools to collect research data worldwide? Global sampling, field management, data collection? These are just some of the services that Gazelle Global provides with much, much more! Visit gazelleglobal.com to learn more about how our expertise can help you unearth quality data that drives meaningful insights.
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    28 mins
  • Replay of me on Joseph Jaffe's podcast

    Replay of me on Joseph Jaffe's podcast
    Jul 12 2024
    Hey y’all, Priscilla McKinney here! This episode of Ponderings from the Perch, the Little Bird Marketing Podcast, will be a replay of a part of my appearance on Joseph Jaffe’s podcast, Joseph Jaffe is Not Famous. Amongst the hijinks, I talk with Jaffe about my book, Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind. The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies for growth, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. (LINK to purchase). “Collaboration is not about losing the hierarchy,” I explain. “It's about seeing it for what it is now, not importing unnecessary value.” We also discuss LBM’s SOAR™ system, which provides businesses a framework for effective marketing that moves beyond reactivity to thoughtful, strategic action. Please enjoy this special episode, and try to have as much fun as I had (no small task). Sponsors: Get ready for another amazing Insights Marketing Day! It’s everything you need to take control of your marketing funnel in one power-packed day. You’ll hear from fun, engaging and instructive speakers who are proven authorities in digital marketing. They’ll leave their egos behind and pull the curtain back to show you what it takes behind the scenes to achieve dramatic marketing results. This year, we’ll take you on a journey from the very beginning of the marketing funnel through realizing revenue and how to create a more predictive model for success. You’ll be challenged to change your mindset, learn emerging skills and discover game-changing tools. All this while creating genuine connections with like-minded professionals. Learn, network, discover and strategize. Make Insights Marketing Day a MUST on your 2024 calendar. Visit littlebirdmarketing.com/insights-marketing-day and get your tickets today! Get your research done anywhere around the world quickly and efficiently with Gazelle Global! Are you looking for experts and tools to collect research data worldwide? Global sampling, field management, data collection? These are just some of the services that Gazelle Global provides with much, much more! Visit gazelleglobal.com to learn more about how our expertise can help you unearth quality data that drives meaningful insights.
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    48 mins
  • Inspiration from Greenbook's IIEX Amsterdam

    Inspiration from Greenbook's IIEX Amsterdam
    Jul 5 2024
    On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO, Priscilla McKinney, discusses her experiences at Greenbook’s IIEX Amsterdam with guest and CRO, Stephanie Douglass, exploring key market research trends and insights. A major topic of discussion is synthetic data in market research, with data quality remaining a crucial concern for obtaining reliable consumer insights. In fact it emerged as one of the top 12 trends mentioned by Insight 250 CEO, and Behaviorally Group President, Crispin Beale, the latter likening it to plastic pollution in oceans and emphasizing the need for industry-wide standards. "We have to move very quickly right now as an industry to create standards that we will all adhere to,” Beale warns. “Or we're going to end up with a big blob of synthetic data in the data ocean.” Priscilla had to run down Mark Earls from HERD at the event because of his presentation on the concept of time and how we have enslaved our lives to chronology. THIS WAS FASCINATING. Interested? Listen into Priscilla's thoughts on it and reach out to Mark to follow his very interesting LinkedIn feed. We always love seeing data quality expert and dtect VP, Roddy Knowles. As an advocate for preventing poor data from entering surveys initially, rather than focusing on cleaning data after collection he continues to challenge the industry to think about the data quality problem differently, aiming to save time and resources while improving overall data quality, which is essential for generating valuable business insights. Have you met Izzy Pugh? Priscilla had never heard of G=mc2. Well, you should take a look! She brought the head of insights for...wait for it...ice cream from Unilever and an insights lead from Pandora to share what they discovered on the visual exploration for each brand. It was a fascinating presentation and the visuals were stunning! Another amazing firm that brought a client in tow included Amishi Takalkar from Nailbiter. She brought Yasmine Yehiaand Amy Gosslein from Mondelez to talk about how they solved a serious packaging challenge for their Oreo brand. She heard interesting information about where the industry is in hosting surveys in VR. Priscilla and Stephanie always love seeing Tasneem Dalal and giving her kudos for her great efforts at connecting in this industry. We all know and support each other through Women in Research and it was fun to try the products as they presented with someone from Jade and Joy. Scott Worhtge from Quest Mindshare gave Priscilla a good update on what is going on with global sample procurement. More specifically, while they provide genpop respondents, they also specialize in B2B and healthcare recruiting for highly committed sample panels. We were lucky to catch a co-presentation of a project with Kristian Alomá, PhD of Threadline and Jill Bishop, PhD of Multilingual Connections at IIEX NA in Austin just a few months ago. They shared so many personal and professional experiences around the art of emotional storytelling in multilingual research. The event was not complete without a fun moment to celebrate the recognition of Belinda Brown, CMO of Gazelle Global as one of the Greenbook Future's List Winner. It was amazing to hear her thoughts about what makes a powerful brand and her challenge to us all to be bold in marketing. Tune in to this insightful episode to stay ahead of the curve and gain a deeper understanding of the challenges market research landscape. SPONSORS: Join Fieldwork and the insights industry on Tuesday, July 9th, for Global Focus Group Day! Use hashtags #GlobalFocusGroupDay and #FaceToFaceMRX. Sign up at http://fieldwork.com/global-focus-group-day Get ready for Insights Marketing Day! Learn from proven authorities in digital marketing about controlling your marketing funnel. Visit littlebirdmarketing.com/insights-marketing-day for tickets.
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    20 mins
  • Two Marketing Strategy Consultants Walk into a Bar with Ryan Barry

    Two Marketing Strategy Consultants Walk into a Bar with Ryan Barry
    Jun 28 2024
    This episode ain’t a swim in the kiddy pool. On today’s episode of Ponderings from the Perch, the Little Bird Marketing Podcast, host and Momma Bird Priscilla McKinney, and guest and marketing strategy consultant Ryan Barry, discuss the future of market research and the importance of community when fostering b2b relationships. As the co-founder and President of Zappi, an agile market research platform built to empower creators globally with smart, quick, and actionable data to inspire, optimize, and validate their ideas, Barry shares lead generation tips and intimate insights on the importance of customer and people-centric methods, emphasizing the significance of making genuine, human connections with all types of people, regardless of their position within a company. He also discusses the role of GenAI for both marketing automation and in today’s market research and its ability to deliver actionable results. “How can we give people tangible advice [today],” Barry asks “[so we can] make their jobs better tomorrow?” McKinney and Barry also highlight the missteps in market research, pointing out how businesses can either miss out on, or flat out ignore, the massive shift towards AI, as well as focusing solely on results and not relationships. Either extreme is a recipe for disaster in today’s business landscape that requires data-driven insights for smart marketing. SPONSORS: Hey y’all, Priscilla McKinney here, CEO and Momma Bird at Little Bird Marketing. I am very excited to announce the release of my much-anticipated book: Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information. But don’t let the learning stop there! Join Fieldwork and the insights industry on Tuesday, July 9th, as we celebrate Global Focus Group Day! This day is all about recognizing the heroes of market research - those who dive into conversations to uncover the insights that shape business decisions. It’s a day to honor the power of face-to-face interactions and the "AHA" moments they bring. Want to join the celebration? It's simple! On July 9th, use the hashtags #GlobalFocusGroupDay and #FaceToFaceMRX on social media. Share your stories, inspirations, challenges, and triumphs in qualitative research. And don’t forget to sign up at fieldwork.com/global-focus-group-day to receive a celebration box in the mail! So, mark your calendars for July 9th. Use #GlobalFocusGroupDay and #FaceToFaceMRX. Celebrate the amazing work that drives impactful business decisions. Happy Global Focus Group Day!
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    23 mins
  • Data Storytelling in Market Research and Great Buyer Persona Examples with Marry Hunter

    Data Storytelling in Market Research and Great Buyer Persona Examples with Marry Hunter
    Jun 21 2024
    Like the bird she named her company after, Data Larks founder, Mary Hunter, is looking to lead the dawn of a new era. On today’s episode Ponderings from the Perch, the Little Bird Marketing™ podcast, Hunter and host, Priscilla McKinney, delve into the world of market research and its potential to increase both awareness and market potential for underrepresented communities. Data Larks is a pioneering consultancy dedicated to diverse data storytelling and analysis. Hunter, with over 20 years of experience in cultural studies, shares her insights on both the benefits and overall importance of inclusive persona profiles, the pitfalls of traditional and subsequently outdated market research methods, and the intersection of market research and marketing in today's diverse landscape. “We need to be able to pull all of [these differences] together and learn to collaborate,” Hunter explains. “To be able to deliver incredible insights that our clients can act on.” Hunter and McKinney also discuss the transition of diverse data analysis from academia to business, the struggles of today’s researchers and, most importantly, where Data Larks comes into play, providing detailed examples and tips for both communicating with, and marketing to diverse personas. That and much, much more! SPONSORS: Hey y’all, Priscilla McKinney here, CEO and Momma Bird at Little Bird Marketing. I am very excited to announce the release of my much-anticipated book: Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information. But don’t stop there! Join Fieldwork and the insights industry on Tuesday, July 9th, as we celebrate Global Focus Group Day! This day is all about recognizing the heroes of market research - those who dive into conversations to uncover the insights that shape business decisions. It’s a day to honor the power of face-to-face interactions and the "AHA" moments they bring. Want to join the celebration? It's simple! On July 9th, use the hashtags #GlobalFocusGroupDay and #FaceToFaceMRX on social media. Share your stories, inspirations, challenges, and triumphs in qualitative research. And don’t forget to sign up at fieldwork.com/global-focus-group-day to receive a celebration box in the mail! So, mark your calendars for July 9th. Use #GlobalFocusGroupDay and #FaceToFaceMRX. Celebrate the amazing work that drives impactful business decisions. Happy Global Focus Group Day!
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    25 mins
  • Join Us as We Celebrate Global Focus Group Day, with Corie Suzuki

    Join Us as We Celebrate Global Focus Group Day, with Corie Suzuki
    Jun 14 2024
    Uncover the hidden heroes behind billion-dollar business decisions. On this episode Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney, and guest Corie Suzuki, director at Fieldwork Chicago, chat about the world of market research as they celebrate the upcoming Global Focus Group Day on July 9th! "This day is all about recognizing the heroes of market research,” Suzuki explians. “It's a day to honor the power of face-to-face interactions and the ‘A-ha’ moments they bring." Suzuki shares her eight-year journey with Fieldwork, offering listeners a behind-the-scenes look at the company's dedication to high-quality participant recruitment and hosting facilities for in-person market research. McKinney and Suzuki also discuss the challenges faced by the industry during the COVID-19 pandemic and how Fieldwork's adaptability and client-centered approach helped navigate these turbulent times. Well past this history, the Fieldwork team continues to support brands, organizations and market research firms as they work to get closer to the consumer to co-create better experiences, policies, products, advertisements and more! Listen in and find out how you can celebrate with us all! SPONSORS: Hey y’all, Priscilla McKinney here, CEO and Momma Bird at Little Bird Marketing. I am very excited to announce the release of my much-anticipated book: Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information. But don’t let the learning stop there! Join Fieldwork and the insights industry on Tuesday, July 9th, as we celebrate Global Focus Group Day! This day is all about recognizing the heroes of market research - those who dive into conversations to uncover the insights that shape business decisions. It’s a day to honor the power of face-to-face interactions and the "AHA" moments they bring. Want to join the celebration? It's simple! On July 9th, use the hashtags #GlobalFocusGroupDay and #FaceToFaceMRX on social media. Share your stories, inspirations, challenges, and triumphs in qualitative research. And don’t forget to sign up at fieldwork.com/global-focus-group-day to receive a celebration box in the mail! So, mark your calendars for July 9th. Use #GlobalFocusGroupDay and #FaceToFaceMRX. Celebrate the amazing work that drives impactful business decisions. Happy Global Focus Group Day!
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    15 mins
  • Personal Brand Building Through Better Storytelling with Rob Biesenbach

    Personal Brand Building Through Better Storytelling with Rob Biesenbach
    Jun 4 2024
    Who here loves PowerPoint? Anyone… yeah, us too. On today’s episode of Ponderings from the Perch, a Little Bird Marketing Podcast, host Priscilla McKinney and guest Rob Biesenbach discuss how to captivate an audience beyond tech. With backgrounds in both business and acting, the latter of which he trained for at Second City in Chicago, Biesenbach understands the power of storytelling to captivate audiences and drive meaningful change, and firmly believes that traditional presentation methods like the aforementioned Death by PowerPoint and basic info dumps are no longer effective in engaging modern audiences. Specializing in business-to-business (B2B) strategies via peer-to-peer relationships, Biesenbach encourages individuals in business to craft compelling narratives that blend engaging topics with personal experiences that resonate deeply with their audience, fostering genuine connections and driving positive outcomes. "You're doing more than presenting information,” Riesenbach explains. “You are trying to change minds... maybe even change lives." McKinney and Biesenbach also discuss his bestselling book, Unleash the Power of Storytelling: Win Hearts, Change Minds, Get Results, insider tips on his writing journey and how he equips leaders with the tools and techniques they need to become more persuasive and authoritative communicators. By doing so, individuals can build their personal brands, drive meaningful change and make a lasting impact in their organizations and beyond. SPONSORS: Hey y’all, Priscilla McKinney here, CEO and Momma Bird at Little Bird Marketing. I am very excited to announce the release of my much-anticipated book: Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information. GIVEAWAY ALERT!!! Priscilla McKinney has taught many forward-thinking B2B professionals how to build a personal brand and create a presence on social media that advances their careers, showcases their thought leadership, and creates a dynamic relationship that expands their network. Now, she has put together a giveaway with the tools to make your social influence life easy. Enter to win this exciting package of goodies to start building your influence today!
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    23 mins
  • Build Radical Relationships with Shawn Nason

    Build Radical Relationships with Shawn Nason
    Feb 23 2024
    He’ll admit, Shawn Nason is a lot. He’s looking for leaders who are mavericks. He’s the founder and CEO of MOFI, a maverick-minded, human-obsessed boutique consulting firm that uses ethnographic research, journey mapping, human-centered design, experienced-based training, and design sprints to transform organizations. Shawn believes the only way to build a sustainable and thriving business is to put people first. As an experienced evangelist and experienced ecosystem designer, he unapologetically challenges leaders to blow up outdated, siloed systems and rebuild them with an aligned, human-first approach. He states, “If you put the human experience first in business you will get the numbers you need.” He helps companies realize the tangible benefits of this commitment: employee retention staying relevant in business significant revenue growth regaining hope for what the business experience could be He and Priscilla talk about the state of leadership and how our culture creates the expectation that it will be lonely at the top. But being lonely at the top is a choice. Shawn notes that leaders are struggling to authentically be themselves and still make a difference at work. Everyone talks about things like having a growth mindset and the like, but there is not much talk about a heart mindset. At MOFI, they help leaders take that short but seemingly long journey from their head to their heart. They help leaders discover that you can be a CEO of a company and have wonderful relationships. You can be supported and understood. You can create an environment where people can be respected AND loved. As a former Disney Imagineer, he remembers how this insistence on the right environment and attitude at Disney was not an optional part of working there. In fact, this absolute drew a line in the sand - you’re either with us or not. When leaders take this stance the reality is that not everyone will follow and that is ok. When leaders let people go who cannot love their co-workers, they create a place where magic can be made and real growth is not thwarted. Give a listen to his thoughts on his most recently co-authored book, Kiss Your Dragons: Radical Relationships, Bold Heartsets & Changing the World. (link: https://www.amazon.com/Kiss-Your-Dragons-Relationships-Heartsets/dp/1944027866 ) In the end, they agree the secret to success means being transparent, building radical relationships and loving people. SPONSORS GIVEAWAY ALERT! Priscilla McKinney has taught many forward-thinking B2B professionals how to build a personal brand and create a presence on social media that advances their careers, showcases their thought leadership, and creates a dynamic relationship that expands their network. Now, she has put together a giveaway with the tools to make your social influence life easy. What will you get? A seat in her game-changing Social Influence Course, a $3,000 value. One of Priscilla’s top reads Social Selling by Timothy Hughes. Priscilla’s book, Collaboration is the New Competition. Your very own Ponderings from the Perch branded microphone. Little Bird Marketing branded wireless headphones. Enter to win this package of goodies to start building your influence: https://info.littlebirdmarketing.com/the-ultimate-social-influence-giveaway-q1-2024  Priscilla McKinney, CEO at Little Bird Marketing, is excited to announce the release of her much-anticipated book, "Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind." The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information.
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    25 mins