Ep. 12 – How Research Shapes Tourism and Traveler Experience with Cecilia Rodriguez, Market Research Manager at Discover Puerto Rico
Wednesday, October 1, 2025 • Duration 32:46
In this episode of the Happy Market Research Podcast, host Dan Fleetwood chats with Cecilia Rodriguez, research and insights leader at Discover Puerto Rico. Cecilia shares how her team leverages data to better understand travelers, builds trust in the tourism industry, and turns research into strategies that strengthen Puerto Rico’s global brand. From consumer insights to industry trends, this conversation highlights how research drives meaningful traveler experiences and supports destination growth.
Guest:
Cecilia Rodriguez – Research and Insights Leader at Discover Puerto Rico, where she uses data to understand traveler behaviors and trends, shaping marketing strategies that enhance the island's global tourism brand. With a background in consumer insights and destination marketing, Cecilia plays a key role in turning research into actionable insights that drive Puerto Rico’s tourism growth.
Ep. 11 – Survey Fraud, Academic Trust, and Shaping the Next Generation of Researchers with Brooke Reavey
Wednesday, September 17, 2025 • Duration 31:15
In this episode of the Happy Market Research Podcast, host Dan Fleetwood sits down with Brooke Reavey, marketing professor at Dominican University, to talk about the challenges and opportunities in market research education. They explore the rise of survey fraud, why academic trust matters now more than ever, and how competitions and classroom projects are helping prepare students for real-world research. Brooke shares her unique perspective as both a practitioner and educator, reflecting on her journey from industry researcher to professor, and what excites her most about training the next generation of insights professionals.
Guest:
Brooke Reavey – Associate Professor of Marketing at Dominican University, where she teaches courses in market research, digital marketing, and strategy. Recipient of the John and Jeanne Rowe Distinguished Professorship in the Brennan School of Business, a two-time Fulbright Scholar, and founder and president of the Marketing Research Competition, a national program that bridges the gap between academia and practice, equipping students with the tools they need to succeed in the insights field.
Ep. 2 – Unlocking Data Quality with Bob Fawson, Founder of Data Quality Co-op
Wednesday, May 14, 2025 • Duration 20:11
Dan Fleetwood sits down with Bob Fawson, the founder of Data Quality Co-op, a groundbreaking independent clearinghouse for first-party data quality. Bob shares his journey in the market research industry, the critical role of data quality in research, and his insights into how the industry is evolving in the digital age. This episode is filled with valuable advice for researchers looking to navigate the world of data and ensure the highest standards of quality.
Guest:
Bob Fawson – With 19 years of experience in market research, Bob Fawson is the founder and CEO of Data Quality Co-Op, the industry's pioneering independent clearinghouse for first-party data quality.
Ep. 439 – Stephen Griffiths, Director of Insights at Level2, on Trends in Market Research
Tuesday, November 23, 2021 • Duration 22:29
My guest today is Stephen Griffiths, Director of Insights at Level2. Level2’s mission is remission for people with type 2 diabetes. Level2 is an all new personalized, digital care experience complete with coaching and clinical care, and informed by the latest in diabetes technology wearables.
With real-time information on how food, movement, stress, and sleep all impact glucose levels, Level2 helps people make small changes for big impact.
Prior to joining Level2, Stephen has been in many big companies and is the host of Digging for insights.
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
This episode is brought to you by Michigan State's Marketing Research program. Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?
Today, the program has tracks for both full-time students and working professionals.
They also provide career support assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State's Marketing Research students have accepted job offers 6 months prior to graduating.
Ep. 438 – CRC 2021 Highlights: Tiffany Dixon, Sr. VP Field Management at Murray Hill National
Tuesday, November 16, 2021 • Duration 03:54
Welcome to the CRC 2021 Highlights Series. Recorded live in Dallas, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event. In this interview, host Jamin Brazil interviews Tiffany Dixon, Sr. VP Field Management at Murray Hill National.
More about CRC 2021: https://www.insightsassociation.org/conference/crc-2021
“Clap Along” by Auditionauti: https://audionautix.com
[00:00:00]
Jamin Brazil: Hey everybody. You are listening to the Happy Market Research podcast live at CRC. The Insights Association is hosting us here at – in Dallas, Texas. It is a big state. My guest, Tiffany Dixon, Murray Hill National. I have used Murray Hill for almost three decades if that tells you anything about how long I’ve been in this space. Big fan. Tiffany, welcome to the show.
[00:00:23]
Tiffany Dixon: Thank you very much. Happy to be here.
[00:00:25]
Jamin Brazil: So tell me a little bit about Murray Hill.
[00:00:27]
Ep. 437 – CRC 2021 Highlights: Sergio Oliveri, Digital and Social Content Marketing Manager at NetBase Quid
Tuesday, November 16, 2021 • Duration 05:15
Welcome to the CRC 2021 Highlights Series. Recorded live in Dallas, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event. In this interview, host Jamin Brazil interviews Digital and Social Content Marketing Manager at NetBase Quid.
More about CRC 2021: https://www.insightsassociation.org/conference/crc-2021
“Clap Along” by Auditionauti: https://audionautix.com
[00:00:00]
Jamin Brazil: Hi everybody, live from CRC here in Dallas, Texas. Sergio Oliveri.
[00:00:07]
Sergio Oliveri: Yes. Sergio Oliveri, yup.
[00:00:08]
Jamin Brazil: Oliveri. Excuse me. Net Base Quid is the name of this.
[00:00:13]
Sergio Oliveri: Net Base Quid, got to love that name, right?
[00:00:15]
Ep. 436 – CRC 2021 Highlights: Raj Manocha, CEO of Methodify
Tuesday, November 16, 2021 • Duration 10:22
Welcome to the CRC 2021 Highlights Series. Recorded live in Dallas, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event. In this interview, host Jamin Brazil interviews Raj Manocha, CEO of Methodify.
More about CRC 2021: https://www.insightsassociation.org/conference/crc-2021
“Clap Along” by Auditionauti: https://audionautix.com
[00:00:00]
Jamin Brazil: Live from CRC here in Dallas. I've got Raj Manocha. Head of Sales CEO?
[00:00:09]
Raj Manocha: CEO of Methodify. CEO of one of our companies, yes.
[00:00:11]
Jamin Brazil: Of Delvinia.
[00:00:11]
Raj Manocha: Of Delvinia.
[00:00:12]
Jamin Brazil: That's right.
Ep. 435 – CRC 2021 Highlights: Mike DeGagne, Vice President of Sales at Quantilope
Tuesday, November 16, 2021 • Duration 11:37
Welcome to the CRC 2021 Highlights Series. Recorded live in Dallas, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event. In this interview, host Jamin Brazil interviews Mike DeGagne, Vice President of Sales at Quantilope.
More about CRC 2021: https://www.insightsassociation.org/conference/crc-2021
“Clap Along” by Auditionauti: https://audionautix.com
[00:00:00]
Jamin Brazil: Live CRC. Gosh, I don't even know how many of these I've done. But this is an honor to have Quantilope with me. I've got Mike DeGagne, VP. Quantilope is the name of the business. They actually started out in Germany and now have a global presence. Mike, welcome to the podcast.
[00:00:16]
Mike DeGagne: Thanks for having me. It's my second time.
[00:00:18]
Jamin Brazil: I know. Now, the first time was a long-form interview that we did.
[00:00:21]
Ep. 434 – CRC 2021 Highlights: Edward Staples, Senior Director of Business Development at Prodege
Tuesday, November 16, 2021 • Duration 16:03
Welcome to the CRC 2021 Highlights Series. Recorded live in Dallas, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event. In this interview, host Jamin Brazil interviews Edward Staples, Senior Director of Business Development at Prodege.
More about CRC 2021: https://www.insightsassociation.org/conference/crc-2021
“Clap Along” by Auditionauti: https://audionautix.com
[00:00:00]
Jamin Brazil: Hey everyone. I'm with Edward Staples, senior director of Client Success at Prodege. Of course, I could probably pitch Prodege as well as anybody, but I'm going to let him do that. Tell us a little bit about the business.
[00:00:12]
Edward Staples: Thanks, Jamin. I appreciate the opportunity to do so. You could probably do at least as good a job as I could, but I'll give you what I like to tell to clients and I do it with excitement because I'm a genuine believer in the Prodege brand. I guess if we're known for anything it's that we have the largest proprietary panel of consumers in the industry. You've got 120 million people within the Prodege ecosystem that are available for survey taking, we also have behavioral data on them. So we're a great way to connect with the right consumers. More than anything, that's what we're known for. And we also do a number of other operational support things for our clients. So we program and hosts surveys, we consult on those. We do translations, we do this all over the globe, delivery of data, delivery of data visualization. So soup to nuts, stem to stern support, but always it starts with those consumers that we can get people in touch with.
Ep. 433 – CRC 2021 Highlights: Christina Corbett, Contract Recruiter at Suzy
Tuesday, November 16, 2021 • Duration 05:00
Welcome to the CRC 2021 Highlights Series. Recorded live in Dallas, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event. In this interview, host Jamin Brazil interviews Christina Corbett, Contract Recruiter at Suzy.
More about CRC 2021: https://www.insightsassociation.org/conference/crc-2021
The first is a Full-Time 100% Online program taught over 12-months starting in January 2022The second is a Part-Time 100% Online program that is 20-months. This one starts in May 2022 and is specifically designed for working professionals,And of course, they offer a Full-Time 12-month in-person experience that starts in September 2022
All programs include real-world experience and full-time job placement support.
If you are looking to achieve your full potential, check out MSMU's programs at:
broad.msu.edu/marketing
It costs nothing to get more details. Take the time, invest in yourself. You are worth it and your future self will thank you. Class sizes are limited, so please, check it out today.
This Episode is Sponsored by:
This episode is brought to you by Momentive. You may have heard that SurveyMonkey’s parent company recently rebranded as Momentive, a leader in agile insights and experience management. The Momentive AI-powered insights platform is built for the pace of modern business so you can deeply understand your market, elevate your brand, and build winning products faster.
Momentive offers 22 purpose-built market research solutions that incorporate an AI engine, built-in expertise, sophisticated methodologies, and an integrated global panel of over 144M people to deliver meaningful insights in hours, not months. Momentive also has a team of market research consultants that can take on anything from research design to custom reporting as needed, so you can spend more time shaping what’s next for your organization.
To learn more, visit momentive.ai
[00:00:00]
Jamin Brazil: Hey everybody. I'm Jamin. You're listening to the Happy Research Podcast. My guest today is Stephen Griffiths, Director of Insights at Level2. Level2's mission is remission for people with Type 2 diabetes. Level2 is an all new personalized digital care experience complete with coaching and clinical care. And informed by the latest in diabetes technology wearables. With real time information on how food, movement, stress and sleep all impact glucose levels. Level2 helps people make small changes for big impact. I know that sounded like a little bit of an infomercial, so I do apologize. I'm not trying to sell you Level2. I do feel like it is important though for you t...
Tiffany Dixon: Sure. Our core business is recruiting. So we focus on mainly quant recruiting. We also do some qual as well. And we have a brick-and-mortar focus group based in Dallas and then we partner with other facilities across the nation. So we can host any methodology, online, in person, you name it. And we’ve got a proprietary panel. We do consumer B2B and health care. Health care consists of patients, doctors, nurses, everything under the gamut there. And that’s – we’re all based in Dallas. So our core recruiting company is – we’re all in Dallas here. Yes, which is nice, which has been great too because you know everybody talks about the pandemic and everything like that, but we were lucky enough to be you know back in the office together recruiting quick; very quick.
[00:01:18]
Jamin Brazil: For sure. Well this is one of the first back to physical space, in person – that’s the word for that – events in market research. What do you think about getting back in person?
[00:01:29]
Tiffany Dixon: Oh I think it’s great. I think it’s definitely past time. We needed this. Everybody needs to get back seeing people. I think you know when you stay at home I mean you naturally start to become a little bit introverted and you miss that camaraderie and just the personal interaction, and you know the ideas that bounce off of each other. When you're you know stuck at home just behind your laptop you kind of lose that. You kind of – I feel like you lose.
[00:01:51]
Jamin Brazil: A hundred percent.
[00:01:53]
Tiffany Dixon: You lose the steam. And you know I like getting out every day and going to the office and going back home. It separates it, which is nice. And I think again, you're more creative. You know I had brain mush sometimes when I was sitting at home. I was like I need to get out. I need interaction, so.
[00:02:10]
Jamin Brazil: So it’s been really good for you it sounds like.
[00:02:11]
Tiffany Dixon: Yes.
[00:02:12]
Jamin Brazil: And obviously having a focus group facility really good for that as well.
[00:02:14]
Tiffany Dixon: Exactly.
[00:02:15]
Jamin Brazil: Thinking about 2021, I mean the pandemic has really digitized market research. It’s kind of like a time machine. I feel like we went ten years in the future and now we’re like right here.
[00:02:25]
Tiffany Dixon: Yep.
[00:02:26]
Jamin Brazil: What do you see as a trend moving into 2022 as a result of the pandemic?
[00:02:30]
Tiffany Dixon: You know I think we’re going to continue to see the online resear...
Jamin Brazil: Tell me a little bit about the company.
[00:00:16]
Sergio Oliveri: Yeah, so Net Base Quid is an AI-powered consumer market intelligence tool. So basically we do social media listening and news media research.
[00:00:28]
Jamin Brazil: Got you.
[00:00:28]
Sergio Oliveri: Yeah. So it’s a platform somebody subscribes to and then they get it for a year. And we have like billions of sources. It’s crazy. There’s.
[00:00:38]
Jamin Brazil: So tell me about the use case.
[00:00:39]
Sergio Oliveri: Yeah, so for instance one of our customers, we work with a lot of big name brands, Yum Brands, Taco Bell. And we had a board member on the stage here at CRC in Dallas and he was talking about how he was part of the Taco Bell. He was the CMO of Taco Bell. And there’s a lot of different use cases with Taco Bell but one of my favorites is – so they’re trying to figure out how can they kind of – what could they do differently; what kind of – what’s out there; what are people talking about. And they discovered a big connection between Doritos and Taco Bell. So Doritos Locos Tacos.
[00:01:20]
Jamin Brazil: So they made that connection because they’re utilizing your platform and they saw the crossover?
[00:01:23]
Sergio Oliveri: Yeah, exactly. So it kind of fuels the research.
[00:01:27]
Jamin Brazil: Understood. So it’s like fodder for ideas and projects.
[00:01:30]
Sergio Oliveri: Right. And it’s in real time. So even like Dick Clark Productions, they did one of these big award shows that they do and they have like this war room. So you could see host A, host B. They saw host A wasn’t doing as good as host B so they gave host B more stage time and they pivoted.
[00:01:48]
Jamin Brazil: Yeah, makes sense. I love that.
[00:01:51]
Sergio Oliveri: There’s so many cool use cases. Go to NetBaseQuid.com/resources and you could see all of our testimonials and.
[00:01:58]
Jamin Brazil: Cool. We’re in person at CRC, which is pretty cool.
[00:02:01]
Sergio Oliveri: Isn’t it great?
[00:02:02]
Jamin Brazil: Yeah, what do you think about that?
[00:02:03]
Sergio Oliveri: Right. I’ve been – my only commuting has been from my bedroom to my living room. Yeah. So now I get to actually get on a plane and go places, but I love it. I talked to a lot of people at this event too and they’re all loving it and you know it’s kind of a hybrid. It’s a virtual and in person. And I still think you know this is the first event that I’ve been to since COVID, right, first conference. So it’s good to be back and I mean just a little plug here, we’re doing our live conference, Net Base Quid Live in New York and LA. So New York is going to happen November.
[00:00:13]
Raj Manocha: So Delvinia is- owns a lot different things, holding company. We own a company called Asking Canadians, which is data collection. Methodify, which was a research automation platform. And we do some consulting for data collection for weird and wacky stuff as well. So my role I'm CEO of Methodify, but I look after all the revenue across the organization as well.
[00:00:31]
Jamin Brazil: Across the whole organization.
[00:00:31]
Raj Manocha: Yes.
[00:00:33]
Jamin Brazil: So dual role?
[00:00:33]
Raj Manocha: Dual role yes.
[00:00:34]
Jamin Brazil: That's a heavy burden. For sure.
[00:00:37]
Raj Manocha: For sure. For sure but keeps it interesting. The world is moving at such a quick pace. And I think the industry itself is, particularly after COVID it's just become so fast. So people want sample, they want automation, they want what's the next big thing. So for us, it keeps it really interesting. For me, I love it. So there's something new every single day, particularly with the Methodify business. COVID's had this resurgence for research technology. You are seeing people buy it at unprecedented levels. Relooking at the research process, trying to get better, tighter, faster. And this word agile gets thrown around like crazy. But it's not just about speed, it's not just about cost, it's about process, right? So how do we get better, more efficient? Our industry hasn't really looked at process for such a long time. COVID was a great catalyst for that. So it's been interesting for us. We're up massively compared to last year and the year before that. So we expect big things, but I think the industry has really turned for a lot of this stuff as well.
[00:01:31]
Jamin Brazil: Right at the turn of the of the pandemic I had Adam on the show, and we had talked a lot about the transition that had taken place from in person to digital. Specifically around the workforce. Which has been pretty big. What sort of things are you guys taking out of that in terms of managing your workforce? Are you, now that things, are you retrenching back to in person or are you guys?
[00:01:58]
Raj Manocha: That's a great question. So we believe in the right framework for what we need to do. And so that, for a lot of our US staff, they are remote. We finally had our entire US team in the same place yesterday. Which was great.
[00:02:11]
Jamin Brazil: Here in Dallas?
[00:02:11]
Raj Manocha: Here in Dallas, we had - we flew everybody in. We did a couple meetings, but we haven't had the entire team meet everybody until the first time today or yesterday in person. So that was fantastic because that energy you can't replace. Our head office in Toronto, what we end up doing is having people come in for the right...
Mike DeGagne: I think it was, yeah.
[00:00:23]
Jamin Brazil: And pre-pandemic, is that right?
[00:00:25]
Mike DeGagne: Yes. It was my first month on the job so I didn't know anything. But I hopefully sounded like I did.
[00:00:32]
Jamin Brazil: Well, a lot has transpired since that particular moment and time. Let's talk a little bit about Quantilope. Tell us about the business.
[00:00:39]
Mike DeGagne: So I think it was three years ago when we did the initial one. I was the first US hire. Now, we have about 70 people in the US. We've grown considerably. I have 40 people on my team. We are hiring like crazy for sales, consulting, research, office administration. The whole deal for New York. We've grown out of our capabilities. We started out as a Quant solution for automation. We automated all these point solutions for doing research for the survey system, the data cleaning, waiting, fielding, visualization, stats package. Now, we've recently acquired and built on top a qual solution, video qual solution. We are combining qual and quant together. We are trying to overcome the insights dilemma.
[00:01:20]
Jamin Brazil: The qual solution that you've bolted on is asynchronous, correct?
[00:01:26]
Mike DeGagne: Correct.
[00:01:27]
Jamin Brazil: Got it. Some of the competitors like Voxpopme comes to mind. Any other companies that you like seeing that framework?
[00:01:34]
Mike DeGagne: I mean it's usually a needs case. We are not going to be like a company that competes for in-home ethnography or online focus groups. For some people, this is going to feel like a video qual solution. And for others, this is a new question type for quant. What they haven't been able to do.
[00:01:50]
Jamin Brazil: That's kind of the interesting thing about it. Quant, we all understand I mean it's euphemism for survey. But qual all over sudden, opens up this well, what are you exactly? I appreciate that clarity. I really see video qual or asynchronous qual as a material growth opportunity. Because eventually we will be doing qual at scale. As I said many times, a survey is literally just a conversation at scale. Video of course being the way that we have conversations in many cases now. Being able to be able to take that data in a video format, and then being able to analyze it and subsequently report on it is pretty important.
[00:02:35]
Mike DeGagne: For us, the way we think about overlaying qual is with quant, we get a tremendous amount of what data and how data. What do they do, and how much do they do,
[00:01:17]
Jamin Brazil: And the consumer is really the asset. Fraud rates have never been higher, especially on the open exchanges. 35 to 40% is the current amount, which is creating this environment of oversampling is kind of the new normal. Which, listen I'm- this is- I'm not in a hurry to try and put [INAUDIBLE sounds like: cast aside] - but I'm just saying categorically, this is sort of the issue that we're dealing with. How are you guys dealing with fraud prevention?
[00:01:39]
Edward Staples: I love that question. I have a theory that if somebody says great question, it's because you're asking the question they wanted you to ask, because it plays to a strength.
[00:01:46]
Jamin Brazil: I do that. By the way, this is not a sales pitch. I genuinely care about the answer to the question.
[00:01:50]
Edward Staples: Totally, this wasn't a setup. But it's a good question and it's very important to us because we are a proprietary panel and there's not a ton of those that are still left. And we feel like this matters a lot to the quality of the respondent and therefore of the data, and therefore of the business recommendation you're going to make your end client. At the end of the day, I'm not going to design a multimillion dollar Super Bowl commercial based on the answers from a thousand bots that are coming in from some survey farm. And I think Jamin, you're referring to this year, especially there's been an influx of these fake respondents, some bots, some actual human beings pretending to be Sally from the Midwest and John from the East coast or what have you. There's some things we've been doing all along that are important to keeping fraud rates down. We have the tools that you would hope a company would have in place, double opt in verification, identity verification, mobile device verification,
[00:00:11]
Christina Corbett: Blowing up. Thank you. I’m going to take some credit for that.
[00:00:14]
Jamin Brazil: You should because really a company’s value I believe is largely a sum of the value of the employees.
[00:00:23]
Christina Corbett: Yes.
[00:00:23]
Jamin Brazil: So you're fulfilling a very important role by recruiting and retaining top talent.
[00:00:28]
Christina Corbett: Yes.
[00:00:28]
Jamin Brazil: But before we get into that tell me a little bit about Suzy.
[00:00:31]
Christina Corbett: So Suzy is your one-stop shop for all research. Our platform handles both qualitative and quantitative research all in one fell swoop so you don’t have to go for any outside products, any outside data. It is all found in our platform. It’s a quick turnaround. You get the best insights and your presentations are made directly in our platform so you don’t even have to go to PowerPoint if you don’t want to.
[00:00:52]
Jamin Brazil: Really cool.
[00:00:53]
Christina Corbett: Very cool.
[00:00:54]
Jamin Brazil: Love that. Of course you guys have had venture backed I believe, right. I've seen quite a few rounds of funding.
[00:00:59]
Christina Corbett: Yes, we are in our Series D funding, which we earned in July, $50 million. So we are so excited. You would have thought we were all getting $50 million but when someone explained to me I was still very excited; maybe a little less but still very excited.
[00:01:14]
Jamin Brazil: That’s hilarious. So we are in person.
[00:01:15]
Christina Corbett: Yes.
[00:01:15]
Jamin Brazil: This is one of the first in-person events post-pandemic. How is it for you getting back to?
[00:01:23]
Christina Corbett: You know it is strange because for a while there I was like I don’t know if this will ever be possible again so I’m very happy that it is. Waking up, you know more than 30 minutes before my first meeting was difficult but it was nice. I’m excited to actually see people fully, see people’s shoes and like see people walking around. I’m here with some of my coworkers who I’m meeting for the first time and like it is bizarre to see how tall people are in real life. So it’s great.
[00:01:51]
Jamin Brazil: The height thing is interesting, isn’t it?
[00:01:53]
Christina Corbett: It is. It changes the perspective a lot. I’m sad that people know that I’m short now but it’s fantastic.
[00:01:59]
Jamin Brazil: Me too.
[00:02:01]
Christina Corbett: No.
[00:02:02]
Jamin Brazil: We should start a support club.
[00:02:04]
Christina Corbett: Short-port. No, I like that better, short support. There you go. Yeah. You know, innovative.
[00:02:10]
Related Shows Based on Content Similarities
Discover shows related to Happy Market Research Podcast, based on actual content similarities. Explore podcasts with similar topics, themes, and formats, backed by real data.
