Welcome to Real to Research, a podcast for marketing research professionals who want to hear from experts, learn about methodologies, stay up to date on industry news and explore new ideas and thinking. In each episode, we will pack in as much value as possible while diving into what real researchers are doing on the front line.
18: The AI Balancing Act: Enhancing Insight While Protecting Data Quality with KS&R, Knowledge Excel, and NIQ
AI is moving fast in market research, but faster isn't always smarter. In this episode Rashmi Sharma of Knowledge Excel, Dimitri Liakhovitski of NielsenIQ, and Ali Pierce of KS&R bring sharp thinking and practical examples to one big question: how do we use AI to go deeper into the data without letting quality quietly slip out the back door?
You'll learn how today's researchers are spotting fraud that looks surprisingly good, testing the limits of synthetic respondents, and building AI-assisted workflows for open-end coding that keep human judgment where it belongs.
Watch the full webinar and download the speakers' slides here.
30 Apr 2026
17: Pricing Research Tools You Must Know with Bryan Orme
In this episode, Sawtooth CEO Bryan Orme explains three of the most widely used approaches in pricing research and, more importantly, when each one can help you make a better decision.
Bryan shares which tools lead to clearer pricing recommendations, a better read on demand, and more confidence in how buyers make choices in the real world. He also shares a reminder that strong sample quality and data cleaning may matter just as much as method choice.
It’s a thoughtful listen to sharpen judgment, strengthen pricing work, and match the research approach to the question in front of you.
Watch the full webinar and download Bryan's slides here.
10 Mar 2026
16: Synthetic Survey Data? It's Not Data with Chris Chapman
This episode features Chris Chapman (Executive Director, Quant UX Association) and his take on LLM-generated “synthetic survey responses.” He lays out two paths to learn what people think: ask real people directly, or build a pipeline that generates “responses” using models, prompts, and “digital twins.”
Chris explains why he believes synthetic responses are never something you can certify in advance, why ideas like random sampling don’t map neatly to LLM outputs, and why surveys are better understood as motivated communication shaped by wording and context.
Watch the full webinar and download Chris's slides here.
3 Feb 2026
15: When Data Disagrees: Earning Stakeholder Trust with Story Haas
Story Haas, Product Research Leader at Owens Corning, discusses strategies for presenting contradictory research findings and maintaining stakeholder trust in an interview with Justin Luster, offering guidance on building credibility when data is unexpected.
2 Dec 2025
14: Segment Finder: Finding Needs-Based Segments in CBC and MaxDiff Data
Brian Orme and Brian McEwen from Sawtooth Software present Segment Finder, a tool that identifies needs-based segments in CBC and MaxDiff data, demonstrating how it segments respondents based on their latent preferences in this webinar.
4 Nov 2025
12: Advanced Data Solutions Using R Shiny with KS&R
Ben Cortese and Keaton Wilson from KS&R discuss using R Shiny to provide advanced data solutions, including conjoint analysis, offering insights into efficient data-driven decision-making in this interview with Aaron Hill.
21 Sept 2025
11: From Data to Decisions: How to Present Conjoint Results That Inspire Action with Megan Peitz
Megan Peitz, Numerious CEO, explores a framework for presenting conjoint analysis results, focusing on alignment, translation, simulation, visualization, and activation to inspire actionable insights in this interview.
21 Sept 2025
10: Mastering Market Research and Pricing Strategy with Tim Smith
Professor Tim Smith explores value-based pricing, market research methodologies, and the economic value to the customer, providing insights on effective pricing research in this interview.
21 Sept 2025
9: Boosting Survey Efficiency with Relevant Items MaxDiff Featuring Chris Chapman
Chris Chapman, Quantitative User Experience Association founder, explores Relevant Items MaxDiff to improve survey efficiency, data quality, and respondent experience in this interview.
20 Sept 2025
8: Leveraging ChatGPT as a Research Data Co-pilot: A Deep Dive with Ray Pointer
Ray Pointer, founder of NewMR, examines how researchers can utilize ChatGPT to improve study design, data cleaning, and quantitative analysis, while also understanding the tool's limitations in this interview.
20 Sept 2025
7: Exploring Sustainable Pharmacy Practices with Milad Sadreghaemy
Aaron Hill interviews Milad Sadreghaemy, a PhD candidate, who explores sustainable pharmacy practices and the environmental impact of pharmaceutical waste, revealing insights into patient attitudes and tailored educational approaches.
9 Sept 2025
Universal Destinations & Experiences - The Social Labor of Market Research
Host Aaron Hill interviews Jennifer Avery, SVP of Strategy, and Laura Dulude, Assistant Director of Global Strategy at Universal Destinations & Experiences, about the social labor and strategic insights shaping magical theme park experiences.
9 Sept 2025
Universal Destinations & Experiences - A market research story behind Universal’s Epic theme park
Host Aaron Hill interviews Universal's Jennifer Avery and Laura Dulude about the decade-long market research journey shaping Universal's Epic Universe theme park.
4 Jan 2025
How to Talk About Research So Stakeholders Will Listen
This episode, featuring seasoned research director Anna Dragotta, PhD, provides actionable strategies for inspiring data-driven decisions by selecting effective visualizations, crafting compelling narratives, and delivering research insights that resonate with stakeholders, drawing on her 15 years of experience in mixed methods research, behavioral science, and data analytics across diverse industries.
3 Jan 2025
Best Practices for Measuring Price Sensitivity
Bryan Orme, President of Sawtooth Software, and James Pitcher, Global Marketing Science Brand Practice Lead at GfK/NIQ, provide an in-depth exploration of price sensitivity measurement using conjoint analysis, covering key topics such as choice task requirements, display strategies, complex pricing schemes, and approaches to price sensitivity calculation, while also sharing real-world insights and their extensive expertise in marketing research and brand analytics.
3 Jan 2025
Best Practices for Survey Research
This episode, presented by experienced marketing research statistician Matt Hilburn, offers a comprehensive guide to designing effective online surveys, covering everything from setting clear objectives and writing unbiased, structured questions to developing analysis plans, ensuring data quality, and avoiding scope creep, while equipping attendees with practical strategies for creating concise surveys that yield reliable, actionable insights.
3 Jan 2025
SKU-Based Conjoint: A Practitioner's Guide
Chris Moore, Head of Data Science & Advanced Analytics at Ipsos UK, presents on SKU-Based Conjoint—a pricing research method focusing on fixed product concepts and existing SKUs—highlighting its challenges, foundational research, and best practices to address complexities like selection bias and data augmentation for more reliable insights.
Who has been a guest on Real Research: The Market Research Podcast
Names identified in recent episode analyses. Showing up to five guests.
Story Haas
Brian Orme
Brian McEwen
Ben Cortese
Keaton Wilson
Reach and audience
Public platform figures. Ratings count people who left a rating, not total listeners.
Apple Podcasts (US)
5.0 / 5
9 ratings
Podcast Authority Score: 9 / 100
A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.
Quality
5
Social presence
0
YouTube
0
Engagement
32
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