Ponderings From The Perch

Could your team's hidden challenges be preventing business growth? On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney talks with guest and Team Leadership Coach Meghan Opitz about unlocking collective brilliance in organizations. They explore how trust-based team coaching can transform company culture and drive b2b content marketing success. As an American expat in Berlin with extensive market research experience, Opitz brings a unique perspective on building high-performing teams across US and European markets. As a leadership and team coach and the Senior Vice President of Business Development at Republikka, she works daily with teams laser-focused on revenue generation. Meeting and exceeding goals is her specialty. Having scaled Cint's respondent base from 10 million to 100 million, she provides valuable insights on revenue generation challenges and how understanding your buyer persona can lead to better team alignment. "When you talk about le

Are you stuck in a content marketing rut, doing the same thing over and over again? On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney discusses thinking outside the blog for content creation. She explores how a robust content marketing strategy extends beyond blog posts to include various formats that can help brands stand out in an attention economy. She outlines six creative frameworks that marketers can apply to freshen up their content: the Haiku framework for distilling complex ideas, the Socratic dialogue framework that mirrors natural thought processes, the Recipe framework for making business processes digestible, the Weather Report framework for creating complete situational pictures, the Crime Mystery framework for building engagement through suspense, and the Botanical Growth framework for understanding natural progression. "It's easy to fall into that formulaic routine for the sake of efficiency, but don't do that," McKinney explains

Could the market research industry be entering its golden age? On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney talks with guest, CEO and Founder of OpinionRoute, Terence McCarron, about modernizing consumer insights and delivering meaningful competitive insights. They explore the intersection of technology and human expertise in market research, focusing on helping small to mid-sized firms overcome challenges with feasibility, data quality, and disjointed processes. McCarron shares insights on AI's role in consumer insights, noting it's not about replacing human-derived samples but creating a synthesis. He emphasizes the importance of focusing on the needs of research clients rather than complicating their world with industry jargon. "I think we're about to enter what's going to become 20 years of [the industry's] golden age, but I am absolutely bullish about the small to mid-size agency," McCarron explains. "AI is going to be this massive too

Is your LinkedIn profile just a digital resume or a powerful business development tool? On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney talks with guest, keynote speaker, and Account Director at Savanta, Jake Pryszlak, about mastering social selling and building influence on LinkedIn. They discuss Jake's journey as "The Research Geek" and how his thought leadership evolved from differentiating himself during a job search to opening doors for new business opportunities. They tackle the challenges of standing out in the market research industry, where companies offer similar services with nearly identical messaging. Jake shares his unique approach to content creation, which solves real industry problems rather than just sharing news. "I never really found a newsletter that was talking about [how] they've got this problem," Jake explains. "That's why I created the newsletter to talk about problems I've had in the past in the industry and how I've

Is your company missing out on the power of bespoke events for business growth? On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney talks with guest Tara Mackay, Head of Global Events at The Research Club and Founder and CEO of Eventality, about the transformative power of corporate events as essential tools for networking. Mackay shares her expertise in creating meaningful experiences that foster connections and drive business results. They discuss how face-to-face events have seen increasing demand post-COVID, with more organizations hosting their own gatherings to build relationships and accelerate sales pipelines. Mackay offers valuable networking tips, explaining that successful events begin with understanding a client's core objectives—whether sustainability, brand recognition, or specific business goals—before selecting venues and planning details that align with those priorities. "Face-to-face events are proven great opportunities to speed

*This podcast mini-series is brought to you by Multilingual Connections, enabling you to connect with your audience in their language. And if you haven’t already, check out Part One and Part Two of the QRCA series!* On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney presents the final part of a three-part Conference Flyover from QRCA in Philadelphia. Joined by Multilingual Connections’ founder and CEO Jill Kushner Bishop, PhD, and Business Development Director Carlos Hevia, they discuss the power of conducting research in participants' native languages and how this unlocks storytelling that might otherwise remain hidden.  From coordinating projects across 75+ languages to managing the complexities of cultural context, these conversations show why authentic communication matters in research. "Language doesn't just describe some preexisting reality out there in the world," Bishop explains. "We create that reality through language and we activate di

*This podcast mini-series is brought to you by Multilingual Connections, enabling you to connect with your audience in their language. Click here to listen to Part One, and be on the lookout for Part Three of the QRCA series!* How do qualitative researchers adapt to rapid industry changes while maintaining personal connections? A look inside Day 2 of QRCA. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney, along with co-host and CRO, Stephanie Douglass, present Part Two of a three-part Conference Flyover from QRCA in Philadelphia, featuring conversations about business development strategies, AI integration, and the evolution of qualitative methodologies. They discuss how QRCA provides unique opportunities for both solopreneurs and corporate researchers to learn and grow through shared experiences. From innovative AI applications to the nuances between online and facility-based focus groups, these conversations reveal how industry professionals

*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

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 regulat

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 strateg

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 ab

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 mo

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 excel

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

** 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 wi

Effective email list management demands a systematic approach. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney breaks down essential email marketing best practices through a creative North Pole analogy. She explains how businesses often chase new prospects while overlooking opportunities within their existing database.  McKinney unveils a data-driven approach to email marketing B2B lead generation, from processing bounces to strategic database maintenance. Her framework combines analytical insights with human intelligence, bringing together email marketing KPIs and invaluable team insights about subscriber relationships. She demonstrates how face-to-face interactions inform digital strategy, transforming routine list maintenance into a powerful tool for business growth. "Just as Santa doesn't need new chimneys to deliver more presents, businesses often don't need new lists to generate more revenue," McKinney explains. "They need clean lists t

Understanding consumers beyond traditional market research metrics is important. Perfecting buyer personas requires a deeper dive, and technology can help.  On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney talks with guest and Glimpse Chief Strategy Officer + Chief Client Officer, Adam Bai about the evolution of buyer personas in marketing and how anthropology can perfect them. Traditionally, personas were simplistic stereotypes or basic demographic profiles. However, modern approaches focus on persona mapping and deeper attitudinal and emotional insights that go beyond surface-level characteristics. Bai explains how Glimpse, a groundbreaking human response platform, helps companies develop a more nuanced understanding of their ideal customers. For example, in their work with HubSpot, they created a persona called "Growth Gabby.” Using a growth strategy framework and surveys that privileged unstructured, open-ended responses, this approach allo

Is your LinkedIn profile working against you? On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO, Priscilla McKinney, discusses how LinkedIn serves as more than just a job-hunting platform, positioning it as a powerful tool for networking and social selling at scale. The platform's evolution from a simple job board to a comprehensive professional networking space has created unprecedented opportunities for businesses and individuals to connect, share insights, and build meaningful professional relationships. As an influencer in the space she has a lot to say about it. Behold, her social proof:  She explains how developing a thought leadership strategy can transform your professional presence while advocating for quality over quantity in networking. Random connections can dilute a network's relevance, and understanding your LinkedIn Social Selling Index (LinkedIn SSI) helps measure the effectiveness of your engagement efforts. McKinney emphasizes that successful n

Why are traditional market research firms getting left behind in the industry's rapid evolution? On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney talks with Tony Brown, founder of SKAIL, about transforming revenue generation strategies beyond traditional relationship-based selling. The urgency of this transformation is evident in recent industry reports, which show traditional firms growing at just 3% while the overall industry enjoys a 7.6% expansion rate. McKinney and Brown discuss how market research firms can adapt to changing market conditions, particularly focusing on marketing effectiveness in their business development efforts. Brown, with over 25 years of experience as a fractional sales leadership consultant, shares insights on helping research firms transition from reputation-based growth to proactive business development, emphasizing the importance of measuring marketing automation ROI. "Sales is not really about sales," Brown expl

On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney, along with guest and CRO Stephanie Douglass, discuss implementing the Little Bird Marketing  SOAR™ system. The system was created after noting that many companies were implementing the right marketing tactics but in the wrong order, leading to suboptimal results. So if you’re tired of marketing strategies that fail to produce results, this is the episode for you.  They discuss the two primary ways to implement the SOAR™ system: DIY (Do It Yourself) and DFY (Done For You). McKinney explains that the DIY option includes the framework, training, and essential assets designed for internal teams to handle execution themselves. She emphasizes that DIY clients receive persona development, strategy sessions, and an annual marketing roadmap. For the DFY option, Douglass describes it as making Little Bird Marketing "an extension of your team," handling everything from strategy to execution like a marketing