IN THIS EPISODE…
Market research professionals often face the challenge of integrating data-driven insights with strategic marketing decisions. How can businesses leverage research to enhance communication, brand positioning, and market influence?
In today’s episode of Matters of Creative, Bobbie Bailey hosts Svetlana Gershman, the Vice President of Market Research at Method Communications, to explore the intersection of market research and marketing strategy. Svetlana shares how research can influence major marketing decisions, emerging market research trends, and how professionals can bridge the gap between insights-driven research and marketing.
Market research expert Svetlana Gershman believes that data is the foundation of effective marketing strategies. By combining multiple research sources, understanding audience behaviors, and leveraging AI for efficiency, businesses can make informed decisions that drive impact. However, Svetlana emphasizes the role of human interpretation in extracting meaningful insights and maintaining research integrity. Additionally, fostering collaboration between research and marketing teams translates insights into actionable strategies.
Tune in now to learn how data-driven research can shape the future of marketing.
ABOUT OUR GUEST:
Svetlana Gershman is a market research professional with nearly two decades of experience in insights-driven business strategy. As Vice President of Market Research at Method Communications, she leads the integration of research methodologies into marketing and communications strategies. Throughout her career, she has designed and conducted research studies for technology giants, channeling her enthusiasm for emerging tech trends into actionable insights to inform business decision-making and foster innovation.
Active in the research community, she volunteers with the Puget Sound Research Forum and serves as an advisory board member for Seattle University’s marketing program. Svetlana is based in the Pacific Northwest with her three children and embodies the region’s adventurous spirit. An avid runner who completed her first 10K in 2023, she is also a passionate skier. She splits her time between analyzing market trends, spending time with her family, and conquering trails and slopes. Whether crafting research strategies, running on a trail, or mentoring future marketing professionals, Svetlana brings the same energy, precision, and joy to everything she does.
Learn more about Svetlana:
https://www.linkedin.com/in/svetlanagershman/
https://www.methodcommunications.com/
HERE’S A GLIMPSE OF WHAT YOU’LL LEARN:
- [3:32] Svetlana Gershman shares her pivot from law school to market research
- [8:55] The relationship between market research and marketing strategy
- [12:51] How research influences marketing decisions
- [15:45] Svetlana’s current venture leveraging AI-driven PR research
- [18:47] The importance of secondary research in M&A partnerships
- [21:30] AI and VR’s impact on the future of market research
- [28:08] Challenges in aligning research with marketing objectives
- [31:06] Ethical concerns in data manipulation and ensuring research integrity
- [33:34] Emerging market research trends, including AI tools for qualitative research analysis
- [37:21] Advice and key skills for professionals bridging the gap between research and marketing
RESOURCES MENTIONED IN THIS EPISODE:
Quotable Moments:
- “Marketing research is like studying the soil before building a house; you need to understand the foundation before creating a strategy.”
- “AI can accelerate research, but human interpretation remains critical; data alone doesn’t tell the full story.”
- “The best research studies combine multiple data sources, ensuring insights are actionable rather than just numbers on a page.”
- “Marketing and research teams should never work in isolation; clear communication ensures data translates into meaningful strategy.”
- “Synthetic respondents provide an average of an average; real human insights are still essential to understanding true market behavior.”
Action Steps:
- Integrate research into marketing strategy: Ensure marketing teams collaborate with research professionals to align insights with business goals for more effective campaigns.
- Leverage AI tools for efficiency: Use AI-driven platforms to accelerate qualitative and quantitative research while maintaining human oversight for interpretation and accuracy.
- Prioritize ethical data practices: Avoid manipulating research findings to fit a narrative; present insights transparently to build credibility and trust in decision-making.
- Bridge communication gaps between teams: Foster collaboration between research, marketing, and leadership to ensure insights translate into actionable strategies.
- Stay ahead of industry trends: Continuously explore emerging research methodologies, such as VR focus groups and AI-powered analytics, to drive innovation in market research.
SPONSOR FOR THIS EPISODE…
This episode is brought to you by M Agency, a full-service creative marketing agency in Tacoma, Washington.
We are a strategic partner for companies wanting to build memorable brands, websites, and marketing campaigns.
Our team of creative professionals leverages their unique talents and skills to provide various branding, design and development, marketing, and creative services.
If you’re ready to take action with your marketing, visit https://whatisyourm.com/.