Conversations about market research methods, analysis optimization, data quality, and anything else related to advancing the work, and careers, of Market Research & Customer Insights professionals. Topics cover a wide range of qualitative and quantitative research methods. Hosted by Kathryn Korostoff, a research pro and former college professor who has led market research teams and hands-on delivered 600+ primary research studies.
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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…
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…
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…
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…
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…
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…
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…
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…
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.…
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,…
