Conversations for Research Rockstars
Conversations and guest lectures on market research methods, data analysis optimization, career trends, and anything else related to advancing the work and careers of Market Research & Insights professionals. Hosted by Kathryn Korostoff, President of Research Rockstar Training & Staffing. Kathryn has completed hundreds of market research studies and led both small and large market research teams; she is also proud to be one of the original 15 Insights Association IPC Laureates. To learn more, visit www.researchrockstar.com
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How to Avoid B2B Survey Challenges
03/13/2026
How to Avoid B2B Survey Challenges
Designing B2B surveys can look straightforward at first glance. But in practice, business-to-business market research comes with constraints that can quietly undermine data quality, respondent experience, and the value of the results. In this episode of Conversations for Research Rockstars, we walk through some of the most common B2B survey challenges—and the practical questionnaire design strategies that help research teams avoid them. If you’ve ever struggled with expensive samples, long screeners, or unclear respondent roles, this discussion will feel very familiar. Whether you work in market research, customer insights, UX research, or CX research, this episode offers practical reminders that can help protect data quality and keep surveys manageable for busy professionals. 🎧 to learn how experienced researchers design B2B survey research that produces results stakeholders can trust. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on-demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully vetted market research experts, covering temporary needs due to project and resource fluctuations. We believe it: Inside every market researcher, is a Research Rockstar! Hope you enjoy this episode of Conversations for Research Rockstars. | | 877-Rocks10 ext 703 for Support, 701 for Sales | Info@ResearchRockstar.com
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Making Research Matter: Closing the Utilization Gap
01/14/2026
Making Research Matter: Closing the Utilization Gap
In this Conversations episode, we tackle a familiar challenge in market research: delivering strong work—only to see it go unused. Why do well-designed studies and thoughtful analyses still fall flat with stakeholders? Often, it’s not a data problem. It’s a communication problem. Specifically, a utilization gap between what research shows and how decision-makers absorb and apply it. We explore how visual storytelling helps close that gap by anchoring research reports in a clear narrative. This isn’t about flashy charts or graphic design. It’s about combining credible proof points with visuals that guide understanding, build trust, and make findings actionable. Drawing on principles we teach in our market research training, the episode breaks down: Why narrative clarity matters as much as methodological rigor The seven elements that support an effective research story How brevity strengthens impact—especially for busy stakeholders A simple point-of-view sentence that helps market research professionals focus their reports Whether you work in qualitative research, quantitative research, or broader Customer Insights roles, this conversation offers practical guidance for improving how research findings land—and get used. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on-demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. We believe it: Inside every market researcher, is a Research Rockstar! Hope you enjoy this episode of Conversations for Research Rockstars. | | | | 877-Rocks10 ext 703 for Support, 701 for Sales
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Prompt Engineering for Researchers
12/05/2025
Prompt Engineering for Researchers
Many market research, UX, and CX teams now use AI for brainstorming, writing, and various research tasks. But it’s not always easy, especially when using AI to help researchers craft surveys and discussion guides. The recurring issue isn’t effort—it’s uneven quality from ad hoc prompting. In “Prompt Engineering for Researchers,” host Kathryn Korostoff demonstrates two structured approaches that keep rigor intact while reducing rework. First, Prompt Chaining: design the deliverable step by step—structure before content—using short review loops to tune timing, probes, and flow. Second, Reflexion (with an “X”): asking the AI to critique its own draft for bias, confusion, or sequencing and to document changes. Example: “Review this guide and revise any questions that may be leading, biased, or confusing. Then list the changes you made and why you made them." And it will! Check out this episode for examples of using effective AI prompting for qualitative and quantitative researchers. #MarketResearch #QualitativeResearch #UXResearch #CXResearch #SurveyDesign #AIforResearch Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully vetted market research experts, covering temporary needs due to project and resource fluctuations. We believe it: Inside every market researcher is a Research Rockstar! Hope you enjoy this episode of Conversations for Research Rockstars. | | | 877-Rocks10 ext 703 for Support, 701 for Sales
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Better Rules Ahead for Qual and Quant Research? Regulatory Update with Howard Feinberg
11/05/2025
Better Rules Ahead for Qual and Quant Research? Regulatory Update with Howard Feinberg
As we plan for 2026, many CX, UX, and Market Research teams are focused on anticipating project volume, evolving method mixes, AI-enabled workflows, and resource allocation. But regulatory policy deserves attention too—with changes coming that could directly shape how we run qualitative and quantitative projects. In this episode of Conversations for Research Rockstars, Kathryn Korostoff interviewed Howard Fienberg, Senior VP Advocacy at the Insights Association, about two regulatory shifts that could impact researchers. Kathryn and Howard also discuss how these regulations could create meaningful cost savings and workflow improvements for researchers in both qual and quant settings. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully vetted market research experts, covering temporary needs due to project and resource fluctuations. We believe it: Inside every market researcher is a Research Rockstar! Hope you enjoy this episode of Conversations for Research Rockstars. | | 877-Rocks10 ext 703 for Support, 701 for Sales
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Too Many Questions, Too Little Time
09/26/2025
Too Many Questions, Too Little Time
Struggling with overloaded discussion guides in qualitative research? In this episode of Conversations for Research Rockstars, Kathryn Korostoff shares practical ways to handle clients, colleagues, and stakeholders who want to pack too much into a focus group or IDI guide. Learn how to: Keep discussion guides aligned with project objectives Push back—professionally—when feedback risks data quality Use strategies like pre-surveys, split guides, and online exercises to balance content Whether you’re running focus groups or in-depth interviews, these tips will help protect data quality and keep your research process rock solid. Have you ever seen a Franken-guide? (Skip to 2:22) For adding interactivity to online focus groups and webcam IDIs, we can either use qualitative research platforms with built-in interactive features, or use Zoom (and similar video platforms) with integrated apps that add interactivity. Qualitative research platforms with built-in interactivity features: Recollective – Supports collage, drag-and-drop image tasks, ranking/sorting, polls. 👉 Aha! Insights – Supports projective tools, word games, drawing/mark-up, polls. 👉 https://www.ahaonlineresearch.com/ Discuss.io – Supports polls, drawing/mark-up, pre-work, ranking/sorting. 👉 If you are doing online focus groups or IDIs using Zoom, check out these tools: Zoom Polling & Quizzes (built-in) – Run quick polls or quizzes. 👉 Zoom Whiteboard – For image annotation. 👉 Mural – A visual whiteboard for collages, clustering, sticky notes, and interactive brainstorming during sessions. 👉 Slido (Zoom App) – Add polls and word clouds inside Zoom. 👉 Poll Everywhere (Zoom App) – Collect poll and open-ended responses. 👉 Vevox (Zoom Integration) – Anonymous polling, word clouds, polls integrated into Zoom. 👉 Note: Some of these tools are easier to prepare in advance, so during the session you just “launch.” That helps avoid tech fumbling mid-discussion. #MarketResearch #QualitativeResearch #CXResearch #UXResearch #MRX is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully vetted market research experts, covering temporary needs due to project and resource fluctuations. We believe it: Inside every market researcher is a Research Rockstar! Hope you enjoy this episode of Conversations for Research Rockstars. | | 877-Rocks10 ext 703 for Support, 701 for Sales
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Help! I Have to Write a Survey—How Do I Pick Answer Options?
09/12/2025
Help! I Have to Write a Survey—How Do I Pick Answer Options?
In this Conversations for Research Rockstars episode, host Kathryn Korostoff tackles one of the trickiest challenges in survey design—choosing the best possible answer options for the questions we’ve so carefully crafted. Using clear, real-world examples, she offers practical guidance on: When to use unipolar vs. bipolar scales How to choose between odd- and even-point scales—and explain your choice to stakeholders When to consider less common options like rank order or constant sum Whether we’re designing a questionnaire for market research, CX research, or UX research, this episode delivers best practices that experienced survey researchers rely on to ensure every question is supported by the optimal answer options. #MarketResearch #QuantitativeResearch #CustomerInsights #ConsumerBehavior Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully vetted market research experts, covering temporary needs due to project and resource fluctuations. We believe it: Inside every market researcher is a Research Rockstar! 877-Rocks10 ext 703 for Support, 701 for Sales Info@ResearchRockstar.com
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The Overlooked Disconnect That Derails IDI Projects
09/05/2025
The Overlooked Disconnect That Derails IDI Projects
What happens when clients feel dissatisfied after the very first in-depth interview? Often, it’s not about objectives or discussion guides—it’s about mismatched expectations on style. In this conversation, Kathryn Korostoff unpacks the difference between highly structured and semi-structured IDIs and why alignment upfront is essential for success. Learn more about Research Rockstar’s training and staffing resources for research professionals here: Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully vetted market research experts, covering temporary needs due to project and resource fluctuations. **We believe it: Inside every market researcher, is a Research Rockstar!** Hope you enjoy this episode of Conversations for Research Rockstars. 877-Rocks10 ext 703 for Support, 701 for Sales Info@ResearchRockstar.com
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The Researcher's Guide to Spotting Red Flags in Contracts
08/26/2025
The Researcher's Guide to Spotting Red Flags in Contracts
Contracts may not be the most exciting part of our work as researchers—but they can make or break a project. In this Research Rockstar Conversation, Kathryn Korostoff talks with Benjamin de Seingalt, Esq., Corporate Counsel and Director of Privacy and Compliance at MarketVision Research, about the growing complexity of contracts in market research and insights work. Together, they explore: Why contracts are bigger and more detailed today How privacy regulations shape what goes into agreements Red flags researchers should watch for Four practical tips for navigating research contracts For anyone working in market research—whether agency-side, client-side, or an independent contractor, this episode will help you spot issues before they derail a project. 👉 Want to go deeper? Check out our course on at Research Rockstar. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully vetted market research experts, covering temporary needs due to project and resource fluctuations. We believe it: Inside every market researcher, is a Research Rockstar! Hope you enjoy this episode of Conversations for Research Rockstars. 877-Rocks10 ext 703 for Support, 701 for Sales Info@ResearchRockstar.com
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The Unsexy Blocker to AI Adoption Success
06/23/2025
The Unsexy Blocker to AI Adoption Success
In this episode, Kathryn Korostoff, market research thought leader and founder of Research Rockstar, tackles an often-overlooked challenge in successful AI deployment: organizational structure. While AI promises efficiency and innovation in market research and customer insights, many teams are still held back—not by technology, but neglecting the value of small wins and organizational silos. Kathryn shares key insights from her conversations with Benjamin de Seingalt, Esq., Corporate Counsel and Director of Compliance and Privacy, MarketVision Research. We explore: Why research teams miss opportunities to get early wins with AI How outdated organizational structures limit collaboration across customer insights functions What research leaders can do to overcome these roadblocks for market research, CX, UX, and VoC teams Whether you’re optimizing qualitative research processes or enhancing quantitative research workflows, this conversation will help you think beyond tools and tactics—and toward sustainable transformation. ✅ Like what you hear? Subscribe and join us as we explore ways to strengthen our market research skills and build smarter teams. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on-demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. ***We believe it: Inside every market researcher, is a Research Rockstar!*** Hope you enjoy this episode of Conversations for Research Rockstars. http://www.researchrockstar.com/ Facebook - https://www.facebook.com/ResearchRockstarTraining LinkedIn - https://www.linkedin.com/company/2038750 877-Rocks10 ext 703 for Support, 701 for Sales Info@ResearchRockstar.com
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Jobs to be Done as a Framework for Customer Insights
03/26/2024
Jobs to be Done as a Framework for Customer Insights
In this episode, we explore the Jobs to be Done (JTBD) framework, a model embraced by many companies, including leading CPG brands, financial services, tech companies, and more. Your host, Kathryn Korostoff, gives you a brief overview of what JTBD is and how market researchers can use it to move beyond a superficial understanding of customer needs. Whether it's for physical products or services, understanding the real motivations behind purchases and brand choices is crucial. In professional market research, we know that customer decision-making is seldom rational and often more complex than it appears. While there are various frameworks we can use to gain deeper customer insights, JTBD is a useful framework for identifying innovation, differentiation, and segmentation opportunities. What is the customer's ultimate aspiration for using this product or service? What are they trying to accomplish? In this episode, examples illustrate the model's potential, using examples from cars, refrigerators, and coffee makers. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on-demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. We believe it: Inside every market researcher, is a Research Rockstar! Hope you enjoy this episode of Conversations for Research Rockstars. 877-Rocks10 ext 702 for Support, 701 for Sales Info@ResearchRockstar.com
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What Really Drives Brand Connection? The Power of Authenticity.
02/23/2024
What Really Drives Brand Connection? The Power of Authenticity.
Join host Kathryn Korostoff and special guest Dan Braker, President of Breakthrough Research, for a deep dive into the power of authenticity in shaping consumer decisions and brand loyalty. This episode explores the critical role authenticity plays in building lasting connections between brands and their customers. Drawing on psychological research, learn how authenticity impacts consumer decision-making and brand loyalty, and how these factors vary across different demographics. Dan introduces Breakthrough Research's innovative approach to measuring brand authenticity, offering new perspectives on evaluating its impact. Don't miss this insightful discussion on the importance of genuine connections in the marketplace. For more on Breakthrough Research, visit . Brands (and people) need to be authentic in order to form long-lasting connections with their customers. Traditional market research approaches may measure brand appeal or purchase interest, but they may be missing out on the important aspect of authenticity. To learn more about Breakthrough Researcher's authenticity model, check out their . In the episode, Dan also mentioned the broader work of Breakthrough's Chief Innovation Officer, Abrahama M. Rutchick, Ph.D. We recommend learning more about Abe's work . Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on-demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. We believe it: Inside every market researcher, is a Research Rockstar! Hope you enjoy this episode of Conversations for Research Rockstars. 877-Rocks10 ext 703 for Support, 701 for Sales
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From Basic to Bold: AI Adoption Scenarios for Market Research & Insights Professionals
02/08/2024
From Basic to Bold: AI Adoption Scenarios for Market Research & Insights Professionals
What is your team's position on the continuum from basic to bold of AI so far? Is the status on the basic end, with AI used for personal productivity but not much else? Or is your team looking to leapfrog conventional methods with new AI-driven customer insights-driving products and services? Hint: your team is more on the bold end if it is already piloting solutions that include components such as avatars/conversational AI, data-to-text, image analysis, or synthetic data. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning courses are offered on-demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. We believe it: Inside every market researcher, is a Research Rockstar! Hope you enjoy this episode of Conversations for Research Rockstars. 877-Rocks10 ext 703 for Support, 701 for Sales Info@ResearchRockstar.com
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Avoiding Analysis Bias in Global Research Studies
01/31/2024
Avoiding Analysis Bias in Global Research Studies
Learn how to avoid analysis bias in global market research studies. Conducting global studies requires careful planning and data collection, but analyzing the results can be even more challenging. Human beings have inherent biases that can impact data analysis, compromising the quality and accuracy of research reports. In this video, we share three types of bias that can infiltrate our research reports. Enhance your market research skills and deliver an unbiased and reliable analysis of your quantitative and qualitative studies by being aware of these common analysis pitfalls. This episode includes an excerpt from the Research Rockstar training course, Conducting Global Market Research. For more details on this course, visit bit.ly/GlobalMRX Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning courses are offered on-demand and include options to earn Insights Association IPC Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. We believe it: Inside every market researcher, is a Research Rockstar! Hope you enjoy this episode of Conversations for Research Rockstars. Facebook LinkedIn 877-Rocks10 ext 703 for Support, 701 for Sales
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Finding Authentic B2B Online Sample with Sharekh Shaikh
12/07/2023
Finding Authentic B2B Online Sample with Sharekh Shaikh
As professional market researchers, one of our biggest challenges is access to quality sample. We have all had the experience of having to toss out 10% or even 20% or more of research respondents because they were likely bots, fakes, or otherwise low-quality responses. While online sample is problematic for both B2B and B2C studies, the "solutions" may be different. In this episode, our experts tackle the topic of B2B: how can we efficiently recruit authentic, qualified participants for B2B research? Join Kathryn Korostoff and Sharekh Shaikh, CEO of CleverX, as they discuss how to optimize B2B recruiting for both qualitative and survey research projects. Sharekh has a unique POV on this topic—one that will surely challenge current assumptions about how to get access to high-quality, authentic B2B respondents! At , Sharekh references ESOMAR research regarding the percentage of fraudulent online survey responses, so we wanted to share the source of that statistic: CleverX is an audience discovery platform for market and product research teams, specializing in B2B sample. To learn more about the company and the work Sharekh does, please see the links below! CleverX | CleverX on LinkedIn | Sharekh Shaikh on LinkedIn | Sharekh@cleverx.com | 415-318-6857 Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on-demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. **We believe it: Inside every market researcher, is a Research Rockstar!** Hope you enjoy this episode of Conversations for Research Rockstars. 877-Rocks10 ext 703 for Support, 701 for Sales Info@ResearchRockstar.com
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Socializing Insights for Optimizing Impact with Kory Grushka
11/22/2023
Socializing Insights for Optimizing Impact with Kory Grushka
Newer researchers may not realize how much of the work in Market Research and Insights is in socializing the results. We don't just send a report out by email and nothing else... not unless we want the research to be ignored. Successful researchers help their clients/stakeholders socialize the research results to influence and persuade. In this episode, Kathryn Korostoff is joined by Kory Grushka, Founder and CEO of Stories Bureau. Kory's company is a creative agency with experience helping major CPG and Tech brands harness the power of visual storytelling capabilities for insights professionals, including highlights on client & researcher risk aversion and overcoming reporting challenges. Kory Grushka is the Founder and Creative Director of Stories Bureau, a boutique creative agency focused on B2B content and internal creative for Fortune 500 companies. You can connect with him on or learn more at Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are on-demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. We believe it: Inside every market researcher, is a Research Rockstar! Hope you enjoy this episode of Conversations for Research Rockstars. 877-Rocks10 ext. 703 for Support, 707 for Sales Info@ResearchRockstar.com
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AI & The Future of Market Research with Jim Newswanger & Kathryn Korostoff
11/09/2023
AI & The Future of Market Research with Jim Newswanger & Kathryn Korostoff
How will AI impact the work, and careers, of Market Research & Insights Professionals? Is it doom and gloom, a welcome revolutionary advancement, or does it lie somewhere in the middle? Enjoy this video of instructors Jim Newswanger and Kathryn Korostoff for a discussion about AI's current, and potentially future, impact on the entire cycle of market research projects. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning courses are offered on-demand, and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. ***We believe it: Inside every market researcher, is a Research Rockstar!*** Hope you enjoy this episode of Conversations for Research Rockstars. 877-Rocks10 ext 703 for Support, 707 for Sales Info@researchrockstar.com
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Recruiting Tactics for Ethnographic Research
10/20/2023
Recruiting Tactics for Ethnographic Research
When making methodology recommendations, many market researchers find ethnography desirable but intimidating. The biggest worry is often about recruiting: how do we find qualified people from the target population of interest and motivate them to participate in ethnographic research? Join Instructor Kathryn Korostoff as she shares 5 specific ways to recruit individuals or groups for ethnographic research. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning courses are on-demand, and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. ***We believe it: Inside every market researcher, is a Research Rockstar!*** Hope you enjoy this episode of Conversations for Research Rockstars. Facebook - Twitter - LinkedIn - 877-Rocks10 ext. 703 for Support, 701 for Sales Info@ResearchRockstar.com
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Are Your Market Research Data Visualizations Client Ready?
09/06/2023
Are Your Market Research Data Visualizations Client Ready?
In the world of professional-quality market research, data visualizations are not just aesthetics; they are critical to research success. You don't need to be a graphic designer, but knowing how to ensure your data captivates and convinces does reduce risk. Join us in this enlightening episode of Conversations for Research Rockstars, where Instructor Kathryn Korostoff unveils the pivotal role of data visualizations in market research reports. Learn the 5 crucial criteria vital criteria taught in our Research Rockstar eLearning courses to gauge the client readiness of data visualizations in professional-quality market research. Tune in and learn how to create visuals that are useful, interesting, and credible. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered in both real-time and on-demand formats and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. ***We believe it: Inside every market researcher, is a Research Rockstar!*** Hope you enjoy this episode of Conversations for Research Rockstars. http://www.researchrockstar.com/ Facebook - https://www.facebook.com/ResearchRockstarTraining Twitter - https://twitter.com/ResearchRocks LinkedIn - https://www.linkedin.com/company/2038750 877-Rocks10 ext 703 for Support, 701 for Sales Info@ResearchRockstar.com
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Top-Line Reporting: Create with Confidence
08/22/2023
Top-Line Reporting: Create with Confidence
Qualitative research professionals often create top-line reports as a key deliverable. Sometimes the top-line is the only deliverable, and in other cases, it is a preliminary one (followed later by a more thorough, full report). Unfortunately, the term “top-line” is often misused. But as a Research Rockstar, we want you to know the correct use, and in this Conversations episode, your host, Kathryn Korostoff, shares some guidance as to how you can create a top-line with confidence. This Conversation is an excerpt from the Research Rockstar eLearning course on Writing Qualitative Research Reports, available at Training.ResearchRockstar.com.
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Beyond Surface-Level Insights: Practical Neuroscience Applications in Consumer Behavior Research
08/09/2023
Beyond Surface-Level Insights: Practical Neuroscience Applications in Consumer Behavior Research
When confronted with superficial research participant responses, how can market researchers dig deeper? How do we design questionnaires so they uncover deeper insights without becoming lengthy? Using neuroscience-based understandings of human behavior can help uncover non-superficial demand drivers and help researchers prioritize questionnaire design. We spoke with Hunter Thurman, founder of Alpha-Diver, a research and strategy company that taps into insights from neuroscience and psychology to uncover the deeper "why" behind consumer behavior. Through reviewing Alpha-Diver’s ‘The 9 Why’s’ model, which covers the 4 core sub-conscious drivers of consumer behavior, we can leverage these drivers to improve research design and get better, more accurate, and actionable insights." Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered in both real-time and on-demand formats and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. ***We believe it: Inside every market researcher, is a Research Rockstar!*** Hope you enjoy this episode of Conversations for Research Rockstars. http://www.researchrockstar.com/ Facebook - https://www.facebook.com/ResearchRockstarTraining Twitter - https://twitter.com/ResearchRocks LinkedIn - https://www.linkedin.com/company/2038750 877-Rocks10 ext 703 for Support, 701 for Sales Info@ResearchRockstar.com
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The Enduring Appeal of Slide-style Reports in Qualitative Research
07/27/2023
The Enduring Appeal of Slide-style Reports in Qualitative Research
Surprise! Contrary to popular belief, many clients LIKE slide-deck style reports. In this Conversations episode, Research Rockstar Lead Instructor Kathryn Korostoff shares two important reasons why many clients like slide-style reports, and insider tips for how to structure a slide-style report (including 3 options for structuring qualitative research reports in a way that will show your clients that you understand their needs and aren’t just generating a cookie-cutter report). So let’s jump in and make sure your next qual report really shows your clients and colleagues that you are a Research Rockstar. This Conversation is an excerpt from the Research Rockstar eLearning course on Writing Qualitative Research Reports, available at Training.ResearchRockstar.com. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered in an on-demand format, and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. ***We believe it: Inside every market researcher, is a Research Rockstar!*** Hope you enjoy this episode of Conversations for Research Rockstars. http://www.researchrockstar.com/ Facebook - https://www.facebook.com/ResearchRockstarTraining Twitter - https://twitter.com/ResearchRocks LinkedIn - https://www.linkedin.com/company/2038750 877-Rocks10 ext 703 for Support, 701 for Sales Info@ResearchRockstar.com
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Using Market Research for Thought Leadership Programs (with Lilah Raynor)
06/06/2023
Using Market Research for Thought Leadership Programs (with Lilah Raynor)
Have you ever conducted market research in support of Thought Leadership (TL) programs? Thought Leadership programs are used by companies in many industries, especially in B2B, and can be used to establish or strengthen their visibility in their market. Within TL programs, conducting survey research is very popular, as it provides a quick and compelling way to showcase data-driven insights. After all, there's nothing like a little data sound bite about what percentage of people have a specific attitude, need, or behavior to catch an eye or get an article in a newspaper. But designing a questionnaire for a TL project is very different than designing a questionnaire for other market research purposes, such as market segmentation, message testing, product concept testing, or satisfaction studies. In this interview, Kathryn Korostoff speaks with Lilah Raynor, CEO of Logica Research, who generously provides practical tips for mitigating known risks when conducting TL research, as well as specific guidance for crafting questions and scales. Researchers who see Thought Leadership work in their future won't want to miss this episode! About Our Guest: Lilah Raynor is the founder and CEO of Logica Research. Logica Research excels in creating customized marketing research solutions for complex business questions. Logica provides financial services companies, fintech companies, and growing organizations the insights they need for product development, service enhancements, and communications that will improve people's financial lives, deepen brand engagement, and drive business growth. Visit their website: Connect with Lilah Raynor on LinkedIn: Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered in an on-demand format, and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. We believe it: Inside every market researcher, is a Research Rockstar! Hope you enjoyed this episode of Conversations for Research Rockstars. | | | 877-Rocks10 ext 703 for Support, 701 for Sales Info@ResearchRockstar.com
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Handling Contradictory and Over-Rationalized Responses in IDIs
04/11/2023
Handling Contradictory and Over-Rationalized Responses in IDIs
How do you handle over-rationalized and contradictory responses in research interviews? For the sake of high-quality qualitative data, we strive to recognize and resolve these issues, but doing so in a real-time conversation can be tricky. In this Conversation, Lead Instructor Kathryn Korostoff shares some tips and tricks to turn these sticky situations into insights gold. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered in both real-time and on-demand formats and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. We believe it: Inside every market researcher, is a Research Rockstar! Hope you enjoy this episode of Conversations for Research Rockstars. Facebook - Twitter - LinkedIn - 877-Rocks10 ext 703 for Support, 701 for Sales Info@ResearchRockstar.com
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Setting Useful Objectives
11/22/2022
Setting Useful Objectives
What makes a market research objective "good"? What makes it precise enough to guide a project such that, at the conclusion, the project will be likely to be perceived as successful? In this video, Research Rockstar Lead Instructor Kathryn Korostoff teaches the 4 components used to assess objectives. Too often, market research projects start with vague objectives that lead to operational delays or onerous research instrument iterations. Don't let this happen to you! Learn how to write objectives that ensure team coordination and market research success. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered in both real-time and on-demand formats and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. ***We believe it: Inside every market researcher, is a Research Rockstar!*** Hope you enjoy this episode of Conversations for Research Rockstars. Facebook - Twitter - LinkedIn - 877-Rocks10 ext 703 for Support, 701 for Sales Info@ResearchRockstar.com
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Insights Democratization with Guest Thor Olof Philogène
11/02/2022
Insights Democratization with Guest Thor Olof Philogène
As a Market Research & Insights professional, you have likely heard the term "insights democratization." The phrase invokes a vision of organizations that have numerous data sources, and data-based findings, that are seamlessly shared within and between various functional areas in a friction-free manner. Everyone with appropriate permissions has access to all the customer data they need--whether from behavioral data, transactional data, syndicated data, or primary market research data. In this episode, Research Rockstar President Kathryn Korostoff interviews Thor Olof Philogene on this important topic, and they also discuss some of the innovative things his company, Stravito, is doing to advance this concept from aspiration to reality. Mentioned in this Conversation: -- 2016 use of the term "Insights Democratization": "Keynote presentation by Ray Poynter (Excellent!) #MRIA16 #NewMR @raypoynter", -- Thor Olof Philogene's, CEO of Stravito, LinkedIn: and company Twitter: -- Ray Poynter, Chief Research Officer, Platform One, LinkedIn: and Twitter: -- Annie Pettit, Chief Research Officer, E2E Research, LinkedIn: and Twitter: -- Burberry study mentioned in the episode: -- Forrester data mentioned in the episode: Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered in both real-time and on-demand formats and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. ***We believe it: Inside every market researcher, is a Research Rockstar!*** Hope you enjoy this episode of Conversations for Research Rockstars. Facebook: Twitter: LinkedIn: 877-Rocks10 ext 703 for Support, 701 for Sales
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How to Avoid 3 Newbie Mistakes in Multinational Survey Research
06/07/2022
How to Avoid 3 Newbie Mistakes in Multinational Survey Research
Planning your first multinational survey research project? Let's make sure you avoid 3 common newbie mistakes that can cost you money, time, and (frankly) credibility. These are three common, REAL WORLD mistakes-- let's help you to avoid them! Multinational market research projects are always fascinating learning opportunities, but they can be a bit tricky. Start by making deliberate decisions about how to maximize data quality on a per-country basis (hint: the best options for data collection mode may not be universal for your populations of interest). Enjoy this conversation to learn more about global market research. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered in both real-time and on-demand formats and include options to earn Insights Association Certificates. Our Rent-a-Researchers staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. ***We believe it: Inside every market researcher, is a Research Rockstar!*** Hope you enjoy this episode of Conversations for Research Rockstars. Facebook - Twitter - LinkedIn - 877-Rocks10 ext 703 for Support, 701 for Sales Info@ResearchRockstar.com
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Identifying Research Participant Emotions
05/10/2022
Identifying Research Participant Emotions
As market researchers, we often have projects where we are gathering data about emotions. But identifying and describing emotions can be tricky. This Conversation will help researchers who have experienced the common challenge of how to accurately report emotion-related research results in a way that will be useful to research clients. Emotional content relates to many types of market research studies, most commonly those related to product testing, ad testing and brand perceptions. For an image of the emotions model referenced, visit: https://bit.ly/3w0evtW Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered in both real-time and on-demand formats and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. ***We believe it: Inside every market researcher, is a Research Rockstar!*** Hope you enjoy this episode of Conversations for Research Rockstars. http://www.researchrockstar.com/ Facebook - https://www.facebook.com/ResearchRockstarTraining Twitter - https://twitter.com/ResearchRocks LinkedIn - https://www.linkedin.com/company/2038750 877-Rocks10 ext 703 for Support, 701 for Sales Info@ResearchRockstar.com
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Data Quality Research For Survey Research
05/03/2022
Data Quality Research For Survey Research
Want to feel more confident in your ability to optimize survey data quality? In this Conversation, Research Rockstar instructors Kathryn Korostoff and Julie Worwa share some of the key steps professional survey researchers take to optimize data quality. Even if you are new to professional-level market research, or feel uncertain about your statistical knowledge, these topics will help amp up your research success. Topics in this conversation are also covered in more depth in Research Rockstar's eLearning courses on Quantitative Data Analysis, Questionnaire Design and SPSS. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered in both real-time and on-demand formats, and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered in both real-time and on-demand formats, and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. ***We believe it: Inside every market researcher, is a Research Rockstar!*** Hope you enjoy this episode of Conversations for Research Rockstars. http://www.researchrockstar.com/ Facebook - https://www.facebook.com/ResearchRockstarTraining Twitter - https://twitter.com/ResearchRocks LinkedIn - https://www.linkedin.com/company/2038750 877-Rocks10 ext 703 for Support, 701 for Sales Info@ResearchRockstar.com
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(Part 4) What Did We Learn About Our Own Skill/Knowledge Needs In 2021?
11/30/2021
(Part 4) What Did We Learn About Our Own Skill/Knowledge Needs In 2021?
Please enjoy this conversation with Kathryn Korostoff and Jeffrey Henning as they tackle the question, “What did we learn (about our own skill/knowledge needs) in 2021 that we should leverage as we plan for 2022?” As Market Research & Insights professionals, what do we need to know to be effective in 2022? And what knowledge gaps exist that warrant prioritization? So, what are the hot skills for Market Researchers in 2022?
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(Part 3) How Will WFH Trends Impact Market Research & Insights Work in 2022?
11/23/2021
(Part 3) How Will WFH Trends Impact Market Research & Insights Work in 2022?
The Work from Home (WFH) phenomenon has impacted Market Researchers from two very different angles: first as employees/workers ourselves, and second as research methodologists. In this episode, the discussion tackles both:
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