Episodes

  • QRCA Day 1 Flyover

    QRCA Day 1 Flyover
    Feb 28 2025
    *This podcast mini-series is brought to you by Multilingual Connections, enabling you to connect with your audience in their language. And be on the lookout for Parts Two and Three of the QRCA series!* How do thought leadership and networking tools shape modern qualitative research? A look inside QRCA. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney presents Part One of a three-part Conference Flyover from QRCA in Philadelphia, featuring conversations about thought leadership strategy, networking tips, and the future of AI in research. Multilingual Connections founder and CEO, Jill Kushner Bishop, PhD, joined Business Development director, Carlos Hevia, in Philly for this annual conference. With bilingual moderation, and many other translation, coding and transcription services useful to the market research industry, they enjoyed talking with colleagues and amplifying important voices at QRCA. Stephanie Douglass, CRO at Little Bird Marketing took to the conference, using the podcast interview as an exceptional networking tool to bring you this show with many voices! From first-time attendees to veteran researchers, these conversations reveal how industry leaders adapt to technological changes while maintaining valuable human connections. "This year is going to be a really exciting year for qualitative research because I think we have gotten over the initial AI hump," Kelli Hammock of L&E Research explains. "Things are getting really exciting in the industry, because people are using it in so many different ways." Their thought leadership strategies span multiple perspectives on research excellence. Cynthia Harris draws parallels between the mental preparation needed in qualitative research and other disciplines, while Norma Mendez and Lillian Martinez of Fieldwork share networking tips that make QRCA distinctive. Featured guests in this episode include Cynthia Harris, Principal Researcher at Harris Research; Nicole Potter, Research & Design Leader; Norma Reyes and Lillian Gonzalez of Fieldwork; Justin Bailey, CEO of Bailey Research; Susan Owens, Research Manager; Claire Kuhn, Senior Manager of Client Services; Kelli Hammock, VP of Research Solutions at L&E Research; and Jill Bishop, PhD and Carlos Hevia, CEO & Founder and Business Development director of Multilingual Connections respectively.
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    25 mins
  • Data Privacy Best Practices for Market Research

    Data Privacy Best Practices for Market Research
    Feb 21 2025
    Market research must evolve beyond simple data collection to protect people's privacy. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney talks with guest and Ipsos Senior Vice President Alina Serbanica about global data privacy in market research. They explore how privacy legislation varies across regions and the challenges of implementing consistent standards in multi-country research projects. In her role at Ipsos, Serbanica oversees privacy compliance across all operational areas, ensuring projects meet global, regional, and national law requirements. This is particularly crucial as policymakers implement new regulations around artificial intelligence technology and the protection of minors and vulnerable populations. They discuss how privacy principles remain consistent across both in-person and online research, though execution differs significantly based on methodology and technology used. "Many people think that privacy compliance regulations today are limited to GDPR, which is no longer the case," Serbanica explains. "Very few people know we have over 160 countries in the world with privacy regulations adopted." Serbanica also shares insights from her 35-year journey in market research, including her role on the ESOMAR Council and as a national representative for Romania. Her work with ESOMAR focuses on transforming the association to represent professionals and companies better worldwide while updating ISO market research standards to address new components like artificial intelligence technology. For emerging researchers, she emphasizes the importance of understanding research fundamentals before diving into specialized areas like data privacy. Sponsors: Priscilla McKinney here! I am very excited to announce the release of my much-anticipated book: Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information. Priscilla McKinney is not just a CEO; she is also a LinkedIn Influencer. The reality is that very few people are using LinkedIn efficiently or effectively, and if you’re not careful, social media can become a black hole. When you emerge, you find you wound up in a place you never intended to go and you’re wondering where all the time went. Time is precious, and trying to be everything to everyone means becoming nothing to no one. That's why she's developed a transformative 12-week course that goes beyond basic tips and tricks – teaching you how to build a strategic network and create stellar content that cuts through the LinkedIn noise. Click here to learn more, and sign up for a spot in her social influence course today!
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    27 mins
  • 10 Mental Models for Better Marketing Strategy - Part 2

    10 Mental Models for Better Marketing Strategy - Part 2
    Feb 14 2025
    Mental models can function as the hidden architecture of marketing strategy. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney presents the second installment of her exploration into mental models and the positive impact they can have on marketing strategy. As an established thought leadership strategist, she breaks down five powerful thinking frameworks and demonstrates how they can be used to help marketers understand complex patterns and make better decisions. Mental models covered in this episode include Bayesian updating, the Lindy effect, antifragile planning, systems thinking, and confirmation bias. Over the years, she has broken down different frameworks, marketing systems and networking tools to help people use their time more effeciently. McKinney demonstrates how these mental models can serve as essential thinking tools for improving campaign outcomes. She explains how each model provides unique insights for social selling and strategic planning, from using Bayesian updating for data-driven iterations to employing the Lindy effect for balancing proven tactics with emerging trends. "Mental models can be applied for better thinking and truly better marketing strategy," McKinney explains. "They help identify universal patterns and principles that govern complex thinking systems." McKinney also delves into antifragile planning, using the analogy of muscle growth through exercise to demonstrate how marketing strategies can become stronger through challenges. She emphasizes that successful marketing strategy requires not just surviving disruptions but building systems that actually improve from stress and change, challenging marketers to move beyond simple resilience to true adaptability and growth. Sponsors: Priscilla McKinney here! I am very excited to announce the release of my much-anticipated book: Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information. Ever feel like your marketing plan is just... meh? You've got all the pieces, but are they really working together? We often find that even when companies are doing the right things, they may not be doing them in the right order. The result is, well, no results. Want to effectively evaluate your marketing efforts and gain clarity on your next strategic move? Take our Marketing Assessment Quiz today and discover exactly where you stand – and where you could be going – in just minutes.
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    24 mins
  • How Market Insights Drives Competitive Advantage

    How Market Insights Drives Competitive Advantage
    Feb 7 2025
    Want to know how winning companies use their nuanced understanding of human behavior and market insights as a basis for competitive advantage? On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney talks with Social Lens Research Managing Partner Natasha Stevens and Founding Partner Julie Diaz-Asper about transforming marketing strategy through ethnographic research. They examine how video diaries and interactive activities help brands connect with diverse market segments representing $3.4 trillion in purchasing power. Their collaboration with market research groups demonstrates how different communities approach purchasing decisions through distinct cultural lenses - from Latino and Asian consumers prioritizing family legacy to Black consumers focusing on building generational wealth. Their conversation reveals practical ways companies can build authentic connections across communities. "It's essential across different ethnicities, locations, and abilities to understand universal truths and meaningful differences," Diaz-Asper explains. "Because that can help you set up a strategy that can reach a lot of folks, but then you can have tweaks when you're trying to reach specific audiences within that." The Lens Library platform equips companies with consumer video diaries revealing patterns in daily routines, financial habits, and cultural influences. This data empowers organizations to develop marketing strategies acknowledging both universal truths and meaningful differences in consumer behavior, helping teams align on initiatives that drive measurable brand growth. Sponsors: Priscilla McKinney is not just a CEO; she is also a LinkedIn Influencer. The reality is that very few people are using LinkedIn efficiently or effectively, and if you’re not careful, social media can become a black hole. When you emerge, you find you wound up in a place you never intended to go and you’re wondering where all the time went. Time is precious, and trying to be everything to everyone means becoming nothing to no one. That's why she's developed a transformative 12-week course that goes beyond basic tips and tricks – teaching you how to build a strategic network and create stellar content that cuts through the LinkedIn noise. Click here to learn more, and sign up for a spot in her social influence course today! Ever feel like your marketing plan is just... meh? You've got the pieces, but are they really working together? We often find that even when companies are doing the right things, they may not be doing them in the right order. The results are, well, no results. Curious how you can effectively evaluate your marketing efforts? Want clarity on your next best strategic move? Take our Marketing Assessment Quiz and in just minutes, discover exactly where you stand – and where you could be going. Click here and take the quiz today and don’t leave success to chance.
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    29 mins
  • Data-driven Marketing Strategy with Marketing Mix Modeling

    Data-driven Marketing Strategy with Marketing Mix Modeling
    Jan 24 2025
    Can data reveal which 50% of your marketing budget is actually working? On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney talks with guest and CEO of Mix Analytics Hillary Borndahl about transforming content marketing strategy through data-driven analysis. Through their company's marketing mixed modeling approach, Mix Analytics helps businesses develop a growth strategy framework to optimize marketing investments across channels by analyzing historical data and calculating actual returns. They begin their discussion with critical findings from Mix Analytics' study of $34 billion in sales data. The data revealed that most companies invest only 2-3% in marketing when they should at least 4% to protect and grow their brand. But what might be keeping the back is not knowing what will work and what will not. Borndahl emphasizes that businesses can use this approach with niche applications like focusing on B2B buyer persona development, but that more often than not, this approach is more familiar to retail brands catering to larger, more general population consumer segments. Regardless of the segmentation, buyers rely on emotional decision-making for their marketing strategies, and in that liminal space of decision data sceince can help brands win the game. She shares how businesses of all sizes can benefit from this analytical approach, explaining that while the scale may differ, the fundamental need to understand marketing effectiveness remains constant. Another key finding Borndahl highlights is that often brands are spreading marketing budgets too thin across multiple channels, leading to diminished results. "The future CMO role is actually a future analytics role," Borndahl explains. "To be a marketer in the 2020s, you have to be comfortable with data." The conversation delves into the concept of "ad stock" as the lasting impact of marketing exposure and how understanding this metric can help businesses make more informed decisions about their marketing investments. Borndahl discusses how Mix Analytics helps companies move beyond gut feelings to identify which marketing efforts drive results, enabling them to adjust their strategies and budgets confidently. But that confidence can take time to grow. She emphasizes the importance of starting somewhere, even if you are downloading your LinkedIn data today, as building historical data is crucial for future analysis and optimization. Sponsors: Priscilla McKinney here! I am very excited to announce the release of my much-anticipated book: Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information. Priscilla McKinney is not just a CEO; she is also a LinkedIn Influencer. The reality is that very few people are using LinkedIn efficiently or effectively, and if you’re not careful, social media can become a black hole. When you emerge, you find you wound up in a place you never intended to go and you’re wondering where all the time went. Time is precious, and trying to be everything to everyone means becoming nothing to no one. That's why she's developed a transformative 12-week course that goes beyond basic tips and tricks – teaching you how to build a strategic network and create stellar content that cuts through the LinkedIn noise. Click here to learn more, and sign up for a spot in her social influence course today!
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    39 mins
  • What to Expect at QRCA 2025

    What to Expect at QRCA 2025
    Jan 17 2025
    Want to know what corn on the cob and mascara wands have in common? On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney talks with guest and QRCA President Jeff Hecker about building community in qualitative research. As co-founder and principal of Athena Brand Wisdom, Hecker brings 15 years of experience conducting research across industries from pharmaceuticals to agriculture, using methods from focus groups to marketing semiotics. But his volunteerism in making the qualitative space is of interest in this episode. With the upcoming annual conference for the Qualitative Research Consultants Association (QRCA), they discuss how this non-profit has been instrumental in shaping careers through its commitment to open knowledge sharing and community building. The organization's emphasis on welcoming new members includes conference ambassadors and speed networking events, fostering connections that support professional growth. Hecker gives an excellent overview of what attendees can expect at this year’s event. With tracks covering fundamentals like discussion guide writing, logistics, business leadership, and emerging topics like AI integration, QRCA's upcoming conference offers practical tools for immediate implementation. "When people come in," Hecker explains, "we just share everything that we've learned with everybody because there's this notion that a rising tide lifts all boats." The QRCA conference welcomes qualitative researchers, vendors, recruiters, translators, and quantitative researchers looking to expand their skill sets. This inclusive approach reflects the mixed-method reality of modern research, where complementary tools and perspectives enhance client insights. The organization maintains a global reach, with North American and international conferences fostering worldwide connections among research professionals. Sponsors: Priscilla McKinney here! I am very excited to announce the release of my much-anticipated book: Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information. Priscilla McKinney is not just a CEO; she is also a LinkedIn Influencer. The reality is that very few people are using LinkedIn efficiently or effectively, and if you’re not careful, social media can become a black hole. When you emerge, you find you wound up in a place you never intended to go and you’re wondering where all the time went. Time is precious, and trying to be everything to everyone means becoming nothing to no one. That's why she's developed a transformative 12-week course that goes beyond basic tips and tricks – teaching you how to build a strategic network and create stellar content that cuts through the LinkedIn noise. Click here to learn more, and sign up for a spot in her social influence course today!
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    27 mins
  • Putting the Human back in Human Resources

    Putting the Human back in Human Resources
    Jan 10 2025
    Can intentional leadership transform workplace culture and employee trust? On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney talks with guest and RADICL Work co-founder Dan Riley about the critical role of trust in organizational success and creating transformative workplace environments. As a content marketing consultant helping organizations navigate change, Riley shares that only about 20% of employees trust their leadership but believe intentional changes and consistent actions can help build stronger, more engaged teams. Riley explains how companies need to embrace a robust values-driven communication strategy in their approach to workplace transformation, especially regarding technology implementation and return-to-office policies. His growth strategy framework emphasizes that organizations must focus on the "long play"—prioritizing people and culture over short-term outcomes. Revenue and profitability are natural results of taking care of employees and building strong teams. "We don't want to just tweak things," Riley shares about RADICL's approach. "We want to fundamentally make significant changes and take some chances and risks that focus on really empowering and putting the individuals first." Riley and McKinney also discuss how HR's transformation presents unique opportunities to align individual values with organizational purpose and talk about how something as mundane as a content marketing strategy can even be aligned with company values. As organizations navigate hybrid work environments and technological advancement, Riley emphasizes that human connection remains crucial. He suggests that bringing people together should serve clear purposes like relationship building and collaborative learning rather than simply maintaining traditional office structures. Sponsors: Priscilla McKinney here! I am very excited to announce the release of my much-anticipated book: Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information. Priscilla McKinney is not just a CEO; she is also a LinkedIn Influencer. The reality is that very few people are using LinkedIn efficiently or effectively, and if you’re not careful, social media can become a black hole. When you emerge, you find you wound up in a place you never intended to go and you’re wondering where all the time went. Time is precious, and trying to be everything to everyone means becoming nothing to no one. That's why she's developed a transformative 12-week course that goes beyond basic tips and tricks – teaching you how to build a strategic network and create stellar content that cuts through the LinkedIn noise. Click here to learn more, and sign up for a spot in her social influence course today!
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    19 mins
  • 10 Mental Models for Better Marketing Strategy - Part 1

    10 Mental Models for Better Marketing Strategy - Part 1
    Jan 3 2025
    ** Be on the lookout for Part 2 to hear mental models Six through Ten ** Stop letting outdated thinking frameworks hold back your marketing strategies. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO, Priscilla McKinney, introduces powerful mental models that revolutionize marketing strategy and professional decision-making. Drawing from her background as a cultural anthropologist and fractional CMO, she shares how these frameworks can transform both marketing initiatives and broader business decisions. McKinney discusses the first five fundamental models: map is not territory, circle of competence, second-order thinking, inversion, and availability cascade. She emphasizes how these frameworks can transform your thought leadership strategy and help avoid common pitfalls in marketing decision-making. The conversation explores how these mental models apply specifically to marketing tools and networking tools, highlighting the importance of testing conventional wisdom against real-world results rather than blindly following popular advice. "The danger comes in when we confuse our simplified understanding of something with the actual thing itself," McKinney explains about ‘map is not territory’. "It's like trying to eat the menu instead of the meal." While most marketing advice focuses on prescriptive tactics, McKinney challenges conventional wisdom by offering these helpful frameworks to help leaders think better, ask more thoughtful questions, and spot gaps in logic before they become costly mistakes. These mental models serve as cognitive tools for understanding market behavior, customer psychology, and improving campaign effectiveness. Sponsors: Priscilla McKinney here! I am very excited to announce the release of my much-anticipated book: Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information. Ever feel like your marketing plan is just... meh? You've got all the pieces, but are they really working together? We often find that even when companies are doing the right things, they may not be doing them in the right order. The result is, well, no results. Want to effectively evaluate your marketing efforts and gain clarity on your next strategic move? Take our Marketing Assessment Quiz today and discover exactly where you stand – and where you could be going – in just minutes.
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    30 mins