Ponderings from the Perch

*This episode of Ponderings from the Perch is brought to you by curioninsights.com. When your brand needs answers and not opinions, you need the smart team at Curion.* Most B2B brand teams don't have a market research insights problem; they have a wrong-question problem. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney sits down with...

*This episode of Ponderings from the Perch is brought to you by EMI Research. Download their 2026 Sample Landscape Report today and see how AI will impact your next survey.* Two people can share a building, a bonus review, and every strategy meeting on the calendar and still not be on the same team. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Prisc...

Most surveys are designed for the researcher's convenience, not the person answering them. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney sits down with Andrew Reid, founder and CEO of Rival Technologies, to get into what conversational, mobile-first research reveals about the space between what brands measure and what people actual...

*This episode of Ponderings from the Perch is brought to you by The Logit Group. If you've got a market research project coming up and you want expert help, get a quote today.* Traffic used to prove a website's value, until it started proving something else entirely. Welcome to the fresh hell of SEO/AEO/GEO/AIO and plenty of other acronyms!  On this episode of Ponderings from the Perch, the L...

*This episode of Ponderings from the Perch is brought to you by curioninsights.com. When your brand needs answers and not opinions, you need the smart team at Curion.* The shopper your spreadsheet thinks it knows and the actual shopper walking into a store are two VERY different people.  On this episode of Ponderings from the Perch, Scott Sabin, a consumer and shopper insights strategist at W...

*Help us shape the future of Ponderings from the Perch by taking our short, 13-question listener survey. We want to learn more about where you listen, how you listen, and what kinds of conversations you want more from the show. Click here to take the survey.* Why would a business built on staying out of the data start shaping it? Because neutrality no longer wins the work. Trust does. On this epis...

*This episode of Ponderings from the Perch is brought to you by The Logit Group. If you've got a project coming up and you want a partner who actually shows up, get a quote today.* AI content does not have a quality problem. It is an identity problem. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney explains something the content crea...

*This episode of Ponderings from the Perch is sponsored by EMI Research Solutions. Download their seventh annual Sample Landscape Report, which examines how AI, fraud and structural shifts are redefining online samples.* Didn’t make it to Amsterdam? Here’s your recap. Made it to Amsterdam? Here’s your recap. What we heard overwhelmingly is that the future of market research is not arriving all at...

Brands don’t usually notice when their consumer has already moved on, and keep running on assumptions that are no longer true. Richard Heath, Chief Innovation Officer at Curion Insights, has spent his career building the internal conditions that make it possible to catch that shift before it becomes a crisis. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and...

*This episode of Ponderings from the Perch is brought to you by curioninsights.com. When your brand needs answers and not opinions, you need the smart team at Curion.* Anyone who’s ever been handed a glass of Tang under the guise that it was a glass of orange juice understands the subtle art of distinction between things that *seem* similar, but is definitely not the real deal. If you’re sipping o...

*Help us shape the future of Ponderings from the Perch by taking our short, 13-question listener survey. We want to learn more about where you listen, how you listen, and what kinds of conversations you want more from the show. Click here to take the survey.* Your product score does not tell you what your consumer actually experiences. On this episode of Ponderings from the Perch, the Little Bird...

The bad actors in market research have AI too, and they’re using it better than most research teams want to admit. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney sits down with Steve Male, EVP of Innovation and Strategic Partnerships at Logit Group, to get real about what’s actually threatening market research data quality right now...

The research fraud crisis is louder than the industry wants to admit, and the companies still shopping from the same compromised sources are not solving it. They are funding it. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney sits down with Jennifer Reid, Co-CEO and Chief Methodologist at Rival Group, to pull back the curtain on what...

Consumers are not liars. They are simply unreliable narrators of their own lives, and the entire consumer research industry is built on the gap between those two things. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney sits down with Rachel Buss, Vice President of Strategic Insights at Curion. With more than 15 years in consumer resea...

Most B2B content fails not because of bad writing, but because of a misdiagnosis. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, Priscilla McKinney takes on one of the most persistent problems in B2B content marketing: the gap between what companies think is going wrong and what is actually going wrong. McKinney draws on years of auditing B2B content strategies to...

Faster is not better if no one has asked what the speed is for. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinneyreturns to the floor of Greenbook's IIEX North America for Day 2 with seven more conversations with researchers, founders, and industry veterans on what it looks like when AI-driven efficiency meets the parts of research tha...

Innovation is only as good as the methodology underneath it. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney gives you a Day 1 overview of Greenbook's IIEX North America conference in Washington DC. She moves through the event to have open conversations with eight industry leaders. They discuss how AI, market research, and data quali...

Most leaders mistake visibility for volume, and that confusion is costing them. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney sits down with Heather Kernahan, global CEO, founder, investor, and author of Unstuckable, to take on what strategic visibility actually demands from leaders who want to grow a business, not just a following...

The conference floor doesn't lie. Neither does the gap between what brands think they know about their consumers and what's actually happening. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney hits the floor at Quirks Chicago to do what she does best: getting the real conversations going. This flyover captures the ideas, tensions, and...

Every social media platform you are building on is someone else's property. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney makes the case that most B2B brands have built their audience strategy on land they do not own, cannot control, and will never get back if the landlord decides to change the locks. With long sales cycles and rea...

The gap between surviving and performing is not a mindset shift. It is a physiological one. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney sits down with Helena Bourdillon, four-time World Champion freediver and four-time World Record holder, whose path from the depths of depression to the depths of the ocean reframes what it actual...

*This episode of Ponderings from the Perch is brought to you by PatientSight, an agile primary research service providing timely medical insights of interest to your organization.* For most B2B companies, the problem is not creating content. The problem, instead, is distributing content. On this episode of Ponderings from the Perch, the Little Bird Marketing content marketing podcast, host and CEO...

The research industry has a data quality problem it keeps politely talking around. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney sits down with Matt Kleinschmit, founder and CEO of Reach3 Insights and part of the broader Rival Group family of companies. With nearly 30 years in the research industry, Matt brings a rare combination o...

*This episode of Ponderings from the Perch is brought to you by Rival Technologies. Ranked among the world's most innovative insights suppliers in Greenbook’s 2025 GRIT Report, Rival Technologies uses AI-powered video analysis to unlock deeper meaning from unstructured data.* Shopping online and shopping in-store are two different animals. On this episode of Ponderings from the Perch, the Little B...

Most companies hand their CMO and CRO different scorecards and then act surprised when they fight over the same leads. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney examines why the relationship between chief marketing officers and chief revenue officers breaks down before a single lead changes hands. The tension isn't about incomp...