Real Research: The Market Research Podcast

Sawtooth
  • 5.0 (9)
  • MARKETING

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.

  1. FEB 3

    15: When Data Disagrees: Earning Stakeholder Trust with Story Haas

    This episode, originally a webinar, focuses on navigating one of the most challenging moments in research: when your findings contradict what stakeholders expect. Hosted by Justin Luster from Sawtooth Software, the episode features Story Haas, Product Research Leader at Owens Corning, who shares strategies for presenting unexpected data while maintaining stakeholder trust. Story walks through real examples where data seemed wrong. Examples include fraud rates declining when leadership expected increases, product usage that appeared impossible based on sales figures, and trends that contradicted expert assumptions. Whether you're presenting research findings or simply trying to communicate data effectively, this episode offers valuable guidance on building credibility when the numbers tell an unexpected story.

    1h 5m

  2. 12/02/2025

    14: Segment Finder: Finding Needs-Based Segments in CBC and MaxDiff Data

    This episode, originally a webinar, focuses on 'Segment Finder,' a tool designed to identify needs-based segments in CBC (Choice-Based Conjoint) and MaxDiff data. Hosted by Brian Orme and Brian McEwen from Sawtooth Software, the episode covers the importance of market segmentation and the drawbacks of relying solely on mean values. It explains the historical and modern methods of segmentation, including the limitations of traditional rating scales and the advantages of MaxDiff and CBC analyzed through latent class multinomial logistic regression. Practical suggestions for conducting effective segmentation and cleaning data are also discussed. The episode includes a live demonstration of the Segment Finder tool in action, showcasing how it effortlessly segments respondents based on their latent preferences and aids in meaningful data analysis.

    45 min

  3. 11/04/2025

    12: Advanced Data Solutions Using R Shiny with KS&R

    Join Aaron Hill on the Real Research Podcast as he hosts Ben Cortese and Keaton Wilson from KS&R. Dive into their journey of leveraging Shiny, an R-based tool for delivering advanced data solutions to clients. Discover the challenges and successes they encountered in transitioning from Excel to Shiny for conjoint analysis and menu-based choice modeling. Learn about the practical applications, benefits, and future potential of integrating AI within these frameworks. Whether you are an experienced data scientist or new to market research, this episode offers valuable insights into scalable, efficient, and flexible data-driven decision-making.

    30 min

  4. 09/21/2025

    11: From Data to Decisions: How to Present Conjoint Results That Inspire Action with Megan Peitz

    This episode features Megan Peitz, founder and CEO of Numerious, who delves into effective strategies for presenting conjoint analysis results. Megan shares her expertise on aligning stakeholder objectives, simplifying complex data, and using simulations to drive actionable insights. Through a detailed framework encompassing alignment, translation, simulation, visualization, and activation, Megan offers practical tips and real-world examples to elevate your conjoint analysis presentations. Don't miss this comprehensive guide to turning data into decisive action! 00:00 Introduction and Disclaimer 00:38 Welcome and Speaker Introduction 02:14 Understanding Conjoint Results 05:13 Framework for Presenting Conjoint Results 06:00 Pillar 1: Alignment 13:02 Pillar 2: Translation 19:23 Pillar 3: Simulation 28:09 Pillar 4: Visualization 30:30 Pillar 5: Activation 38:18 Typical Deck Outline and Conclusion 48:13 Closing Remarks

    50 min

  5. 09/21/2025

    10: Mastering Market Research and Pricing Strategy with Tim Smith

    In this episode, originally recorded as a webinar, we are joined by Professor Tim Smith, founder and CEO of Wiglaf Pricing and adjunct professor of economics at DePaul University. Tim, who is the author of 'Pricing Done Right' and 'Pricing Strategy,' delves into the complexities of pricing and market research. He discusses the value-based pricing framework, different pricing strategies, and the significance of market pricing. Tim also reviews various market research methodologies such as Van Westendorp's Price Sensitivity Meter, Gabor-Granger, and Conjoint Analysis, highlighting their strengths and weaknesses. Throughout the webinar, he emphasizes the importance of having a solid hypothesis and understanding economic value to the customer for effective pricing research. Don't miss these valuable insights on how to set prices right and maximize value for shareholders. 00:00 Introduction 00:38 Meet Professor Tim Smith 01:16 Starting the Presentation 02:00 Value-Based Pricing Framework 03:07 Market Pricing and Strategy 06:54 Economic Value to Customer 16:16 Pricing Research Methodologies 27:13 Conjoint Analysis 32:41 Conclusion and Final Thoughts

    34 min

  6. 09/21/2025

    9: Boosting Survey Efficiency with Relevant Items MaxDiff Featuring Chris Chapman

    In this episode we dive into making surveys more efficient with the use of Relevant Items MaxDiff. Guest speaker Chris Chapman, founder and president of the Quantitative User Experience Association, shares his extensive experience and insights. Chris discusses the motivation behind Relevant Items MaxDiff, its implementation, and how it addresses issues in data quality, respondent experience, and actionable results. Using examples from his work at Google and a live demonstration involving movie ratings, Chris illustrates how the method can improve survey accuracy and focus. Learn about different MaxDiff options, the importance of pretesting, and how Sawtooth Discover can facilitate this process. Ideal for researchers looking to enhance their survey methodologies. 00:00 Introduction 00:38 Guest Introduction: Chris Chapman 01:33 Overview of Relevant Items MaxDiff 06:41 Challenges with Standard MaxDiff 10:31 Implementing Relevant Items MaxDiff 20:16 Live Demonstration and Analysis 28:22 Discussion and Conclusion

    40 min

  7. 09/20/2025

    8: Leveraging ChatGPT as a Research Data Co-pilot: A Deep Dive with Ray Poynter

    In this insightful episode, Ray Poynter, founder of NewMR, explores using ChatGPT as a co-pilot for research data analysis. Ray covers study design, qualitative and quantitative analyses, data cleaning, driver analysis, and the use of ChatGPT for generating scripts and visualizations. Ray also highlights the benefits and limitations of ChatGPT, emphasizing its role as a starting point and second pair of eyes for research projects. Listen in to learn how AI can enhance your research and insights efforts. 00:00 Introduction and Disclaimer 00:39 Meet the Expert: Ray Poynter 01:54 Exploring ChatGPT Capabilities 03:28 Designing a B2B Market Research Study 08:55 Cleaning and Preparing Data with ChatGPT 17:32 Using ChatGPT for Quantitative Analysis 24:18 Driver Analysis for Hotel CX Tracking 31:02 Final Thoughts and Q&A

    35 min

  8. 09/20/2025

    7: Exploring Sustainable Pharmacy Practices with Milad Sadreghaemy

    Join Aaron Hill in this episode of the Real Research Podcast as he hosts Milad Sadreghaemy, a PhD candidate at Utrecht University in the Netherlands. Milad discusses his journey from being a pharmacist to researching sustainable pharmaceutical methods, highlighting the environmental impact of unused medicines. Discover the importance of environmentally friendly pharmaceuticals, patient attitudes towards sustainable medicine, how tailored educational approaches could reduce pharmaceutical waste, and about Milad's ongoing research on cost-effective syringe production and its implications for healthcare. 00:00 Introduction and Guest Welcome 01:08 Milad's Background and Research Focus 02:07 Environmental Impact of Pharmaceutical Waste 07:07 Research Methodology and Findings 23:33 Future Research Directions 32:02 Conclusion and Final Thoughts

    33 min
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5
out of 5
9 Ratings

About

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.

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