Ponderings From The Perch

At Greenbook’s IIEX NA 2020, Priscilla McKinney, Little Bird CEO and Momma Bird sat down for a fireside chat with Mary Martha Stasinopoulos, Head of Consumer Insights at Kairos. Stasinopoulos came to Kairos after serving as Head of Consumer Insights at Glossier, and previously Insights Manager at HBO - each with wildly diverse internal insights configurations. Mary Martha discusses the differences between working in a well-established, process-oriented team versus starting from the ground up with from-scratch culture creation.  Kairos is a startup studio focused on making life more affordable. They focus on critical life stages where old industries have failed to mee the needs of everyday individuals around the world, partnering with the brightest entrepreneurial minds to build solutions for these issues.  Mary Martha and Priscilla discuss a variety of topics, including preparation and tools, accountability and the speed of delivery for insights (never fast enough!) The fireside chat concludes with a brief QA

During Greenbook’s IIeX North America 2020 event, Priscilla McKinney hosted a live visual podcast with Bianca Pryor, VP of Consumer Insights at BET, and Chrystal Day, Global Head of Marketing Measurement at Google.  While 2020 has had its share (and more!) of hardship and struggle, it has also fostered many new opportunities for increased representation and social impact. Bianca and Chrystal discuss their roles, and the opportunities they are finding to champion diversity and inclusion in the MRX space and beyond. They talk about respect for data, new avenues and platforms for sharing, collaboration and mentorship, and dream projects they’d love to work on.  Check out: BET’s #Reclaimyourvote campaign - This campaign began in February and was intended to feature in-person events, but was able to pivot toward virtual events. Youtube’s Continuing the Conversation about Racial Injustice playlist Insights In Color Colour of Research Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode, host and Momma Bird Priscilla McKinney talks to QualSights Head of Operations Courtney Williams about continuous improvement, the industry-wide race toward better and faster insights, and the importance of the consumer voice.  Growth, in any industry, poses an opportunity for reinvention and improvement. Sometimes, however, the growth becomes the focus, and the quality inadvertently falls by the wayside. Courtney’s work with QualSights, a visual insights platform, is centered around consistently improving quality by creating frameworks to better support researchers and consumers.  Williams offers many insights about the future of panel, the role of AI, and stewardship of the consumer.  “No matter what you’re doing, you can do better,” Williams says.  SPONSORS Are you conducting global research or marketing your brand to a multilingual audience? Reach out to Multilingual Connections for translation, transcription, voiceover and subtitling services in over 75 languages. Linguistic accuracy mee

What constitutes “quality?” As Mark Menig, CPO at PureSpectrum points out, the phrase “one man’s trash is another man’s treasure,” perfectly illustrates that quality is a subjective construct.  In this episode, host and Little Bird Marketing CEO Priscilla McKinney geeks out with Menig about how PureSpectrum uses advanced machine learning to process unfathomable amounts of data and objectively identify patterns.  Menig discusses the responsibility in the market research technology industry for first to utilize the best available technology, as well as PureSpectrum’s proprietary quality scoring system. ALSO! In celebration of the launch of this podcast, the team at PureSpectrum is giving away an unforgettable virtual wine tasting “in Napa!” Sample some of the best wines from the region from the safety of home. Listen to the episode to get the link! Learn more about your ad choices. Visit megaphone.fm/adchoices

In the “Dear Priscilla” series, host and Little Bird Marketing CEO Priscilla McKinney, along with Executive Director Ashley Le Blanc provide answers to the sometimes-weird, oft-embarassing marketing questions that everyone has — and everyone is afraid to ask.  This episode is all about LinkedIn’s SSI Score. What is it? Where does it live in LinkedIn? What is it used for? If your SSI score is low, can you pay half a million dollars and still get into a top university? The SSI Score (Social Selling Index) is an indicator of how strong LinkedIn thinks your personal brand on LinkedIn is. Priscilla believes it’s important, but only to an extent.  “Once you hit 70 as a score, maybe 75, I don’t think the score matters anymore.” The good news is that if you are doing the things you should be doing on LinkedIn anyway, your SSI score will reflect that. Those things include publishing content regularly, commenting on other people’s posts, interacting like a normal human being in a social setting - as Priscilla summarize

Our notion of online quizzes is largely limited to ideas like, “Which Bertie Botts Every Flavor Bean Are You?” or “How Would You Die in an Agatha Christie Novel?” However, Josh Haynam, cofounder of Interact is proving that quizzes have a lot more to offer in terms of lead generation.  Interact helps businesses (like Eventbrite, Forbes, American Red Cross, and Marie Forleo) build beautiful and engaging quizzes. Those quizzes are founded on the principle of curating helpful interactions with potential clients. Haynam, also a former Ponderings podcast guest, shares his ideas of the best quiz structures: Quizzes that provide the most helpful information to the right audience, based on their own participation. Priscilla and Josh discuss the creation process, customization of outcomes, and implementation strategies that work best. Haynam believes that one of the format’s main benefits is the genuineness of connection, which presents a positive shift to the consumer insights industry.  “I think we’ve really moved in

So, you’ve got questions about marketing. Not the type of questions you can just raise your hand and ask in the middle of a crowded auditorium. No, no. These are the questions you’re maybe a little…embarrassed to ask. Maybe you’re afraid you should already know the answer. Maybe you think you’re the only one with this particular problem. Fear not: you’re not alone! Between immeasurable speaking engagements, industry events, consultations, and online interactions, Little Bird CEO and podcast host Priscilla McKinney has heard it all. Guess what? A lot of people are asking the same types of questions.  “Dear Priscilla” is a new series founded on the basis of answering those hushed-tone pain point questions in an anonymous judgement-free format that’s accessible to everyone. Or, as Priscilla says: “What’s running good marketing? What’s running good social selling? It shouldn’t be hidden in a mystery.” This episode addresses one of Priscilla’s most frequently asked questions: “Should I be paying for LinkedIn?”  Pr

No, it’s not Christmas, but in this episode we unwrap the truths of research during the pandemic. Katrina Noelle of KNow Research returns to the podcast and comes bearing the gift of insights. Merry Christmas, ya filthy animal. In this episode, Priscilla McKinney and Katrina elaborate on the recent collaboration between KNow Research and Logica Research and how brands are hungry for deeper insights. They two companies planned their partnership pre-pandemic, but quickly shifted directions in response to the world-wide outbreak. Katrina shares about the pivot and her experience with continuing research in the pandemic atmosphere. Katrina is also the co-founder of Scoot Insights, which strives to fuel the wicked challenges of consumer insights. Her partner Janet Standen help decision-makers drive business forward with real-time, accurate insights. Sponsors: Global sampling, field management, data collection and more - Gazelle Global’s ad hoc services give you access to global experts as an extension of your te

This episode was originally a live podcast, broadcast during IIeX Behavior 2020 by Greenbook on July 22. In this episode, host Priscilla McKinney talks with Rana el Kaliouby, co-founder and CEO of Affectiva, and author of Girl Decoded. As a pioneer in artificial intelligence, Kaliouby’s personal mission is in humanizing technology.  She and Priscilla discuss the trajectory of societal empathy, programming emotional intelligence, and the importance of equatibility in AI algorithms. About equatibility, Kaliouby says: “The more diverse the brains are around the table who are designing and deploying these technologies, the more likely it is going to work for all of us.” Check out the full episode for an in-depth, relevant look at the complex state of technology and research. Learn more about your ad choices. Visit megaphone.fm/adchoices

The last time Michael Brenner was on the Ponderings from the Perch, we thought it was weird that at the end of the show he said, in a spot-on Schwartzenegger voice: “I’ll be back.” But now, it’s all starting to make sense, because sure enough, he’s back as the special guest of this episode.  Brenner is many things. He’s the CEO of Marketing Insider Group, an author of bestselling books The Content Formula and Mean People Suck, and a globally-recognized keynote speaker on leadership and marketing, and so much more. In this episode, he and host Priscilla McKinney share in a compelling conversation about the state of content marketing, inspirational figures, ways of measuring engagement, and influential writings that have shaped their views.  About personalized experiences, Brenner says, “The need for digital transformation is because customers are demanding it. We don’t care about brands anymore. we are happy to replace one product for another based on experience. And it’s the digital platforms and the culture

This episode was originally a live podcast, broadcast during IIeX Forward 2020 by Greenbook on June 15. In this episode, Priscilla McKinney talks with Stephanie Robotham, CMO of Gainsight about mindset shifts toward customer-centric thinking. They also discuss the role of marketing in insights, humanistic presence, and thought leadership.  IIeX Forward 2020, a new virtual conference, was presented by Greenbook. The event featured 2 full days of content with over 45 sessions broadcast live to a worldwide audience.  Learn more about your ad choices. Visit megaphone.fm/adchoices

As brands attempt to understand how consumers are navigating the ever-changing landscape of Coronavirus, good market research acts as a counterfriction against oversimplification. Instead, deeper understanding is dependent upon recognizing the mechanisms with which people react in establishing their routines. In this episode, Priscilla talks with Sigi Hale, Ph.D., Principal Neuroscientist and Director of Research at ThrivePlan about the role that brands must play in helping the world bounce back - not to normal - but to a better place than before. Together, they examine buyer motivations, the role of science in the private sector, and whether or not there is a fever for which more cowbell is the only prescription (not the last one, actually). Sigi explains the neuro-evolutionary perspective to help crack the code on what makes humans tick, including the four main systems we use to assess information: Instincts Memory Social Mind Rational Thought Check out the full episode for a truly deep dive into progr

In the insights industry Lenny Murphy is a household name. From his list of concurrent roles, including Director at Veriglif, Thought Leader at GreenBook, Senior Partner at Gen2Advisors, and Chairman/Producer at IIeX, to his prolific insightful content production, it is easy to understand that Lenny knows what he’s talking about. Fittingly, his reaction to the global pandemic was different from most: “When all of this started, for me the thought was, ‘A lot of people are going to need help to figure out what’s going on, and what happens next…and we have a unique role in the industry of helping to do that.' That’s what we’ve always done.”  In this episode, Momma Bird Priscilla McKinney and Lenny discuss reliance on data, opportunities for experimentation and exploration in a new work paradigm, and staying connected to workers in the field as a key to providing helpful direction.  In terms of adaptation, IIeX events this year will be held virtually. Lenny points out that a playing field with more virtual events

If authentic relationships are your thing, this is the episode for you. Listen in as Priscilla and AJ Keirans, VP of Client Development at Disqo discuss authenticity, emotional connection, and embracing partnerships as learning experiences. Through Disqo, AJ helps businesses make informed decisions using customized proprietary technology. He shares his views on being open to evolution by embracing varying perspectives, and how those relationships can be adapted in virtual settings.  Along the way they talk about good and bad ways to use LinkedIn, craft beer, humility, and glamour shots. Check out AJ’s podcast, The 16 oz. Canvas to get an even deeper look into his personal passion.  Sponsors: Global sampling, field management, data collection and more - Gazelle Global’s ad hoc services give you access to global experts as an extension of your team, without the extra overhead. Our team is ready to lend our expertise to complete projects to your specifications today. Visit our website to learn more!

Robert Gray is co-founder and COO of Paradigm Sample. His superpowers are operation strategy and world-class client services. In this episode he elaborates on how Paradigm Sample is meeting this pandemic head on and moving forward. From internal promotions to far-reaching collaborations from within the industry, he celebrates the human side of insights and data collection.  Check out this quote from Robert about service: “The biggest thing that anybody can do, especially in operations, is realize that providing world-class service is actually a journey. It is not a destination. So, a company’s ability to be agile, flexible, committed to solving the issues for their clients is really critical. Sample prices obviously are more competitive, so you’re talking about that pricing component. As a result of that, we have to focus even moreso on quality and service at those competitive sample prices.” Don't miss this episode to get a solid dose of human insight, hope and optimism. ALSO watch out for Katie Egge as she

Anyone who knows Rob Volpe knows he is a deeply empathetic professional and leader. As the CEO of Ignite 360, he leads a team consulting with some of the world's leading brands to help them connect and understand their consumers.  In this episode he gets into great data on who consumers are dealing with the pandemic and recession. Beyond the data, his team is focused on helping companies think about their employees and their consumers with the empathy lens. He shares with us the steps needed to develop empathy and while driving home the need for it in business. As Henry Ford said over 100 years ago, "If there is any one secret of success, it lies in the ability to get the other person’s point of view and see things from that person’s angle as well as from your own." Ever self-reflective, Rob shared his internal discussions with his team about how he has changed his leadership style during this pandemic. As he has dialed up the vulnerability with both his team and his clients, he has been able to keep showing

If you're in the qualitative side of the MR business then you know the team at Fieldwork. They are friendly, helpful and definitely teach us all a thing or two about five-star hospitality. Whether they volunteer to check you in at Quirks, or sponsor Women in Research continued education and networking events, they always show up with a smile. With the advent of Coronavirus few segments of the industry were hit as hard as focus group facilities. With that perspective, we talked with Sarah Kotva, VP and Partner at Fieldwork, Inc. about what has kept them focused and afloat as we all navigate these uncharted waters.  Sarah is quick to point out that businesses have been operating in "the great unknown" over the past few months. Strengths that Fieldwork has displayed, she believes, have been in communication and adaptation. Fieldworkers pivoted both their internal communication and their client work (imagine rotating two mountains 90 degrees at the same time!) to virtual formats in order to continue addressing qu

Decisions are like onions. They have layers. And sometimes they make you cry a little bit. The truth is, the complex cognitive and emotional workings that drive our choices are not always aligned with our perception of them.  In this episode, Priscilla McKinney talks with Nailbiter’s SVP and Head of Client Services, Jocelyn Simon, about the minute, specific decision point: the moment of truth. Nailbiter’s platform helps brands unlock shopper insights through a platform that facilitates video shop-alongs for planned shopping trips. This allows them to capture the moment as it happens, and to observe the differences between real and reported truth.  Along the way, they talk about developments in ecommerce, the value of partnership, the absence of data between product launch and sales reports, and the misleadingly bad cover art for Rich Dad, Poor Dad (layers!!) Sponsors: Global sampling, field management, data collection and more - Gazelle Global’s ad hoc services give you access to global experts as an extensi

Show of hands: Anyone else getting sick of receiving random messages from every site you’ve ever bought anything from over the past 13 years? They’re like “Here’s how we’re handling the pandemic...need some new cuff links for these trying times?” What a bunch of applesauce. Priscilla and Ashley use Superman vision to reveal the hidden cause behind this unprecedented outcropping: It is the panic caused by an absence of marketing fundamentals.  See, when you have your marketing fundamentals lined out, you won’t be sending weird tone-deaf sales-y emails to people who bought one stupid tie tack for their nephew back in 2006. You will, instead, pivot on your marketing anchor point, and continue doing the good work. The five fundamentals covered in this episode are SMART Goals, Personas, Content Plan, Competitor/Content Analysis, and Defined Metrics/KPIs.  Peep all free the Little Bird Marketing resources mentioned in this episode here: www.littlebirdmarketing.com/resources Learn more about your ad choices. Visit

In the midst of a global pandemic the insights industry has proven to be flexible and dynamic. Looking for ways to meet brands' needs to navigate an era of drastically changing consumer opinion, leaders are digging into empathy, doubling down on communication and letting positive work culture guide their daily decisions.  Becky Harrison, President of both the Ft. Lee, NJ and New York Fieldwork offices gives us a glimpse into the realities of managing during a crisis. With both facilities so near the epicenter of the American pandemic experience, her view is unique and a harbinger of hope.  In this episode of Ponderings from the Perch she talks about the commitment to showing up authentically for employees, stakeholders, clients, respondents and vendors. While juggling work still in the field, migrating studies online, finding creative ways to engage respondents she is taking the time for human conversations and leading with empathy. In the end, Fieldwork sees themselves as a people company and a hub for hospi