Ponderings from the Perch Podcast Por Little Bird Marketing & C-Suite Radio arte de portada

Ponderings from the Perch

Ponderings from the Perch

De: Little Bird Marketing & C-Suite Radio
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Conversations with Priscilla McKinney, founder and President of Little Bird Marketing, an award-winning agency specializing in content marketing, lead generation, branding and design. As a CEO and serial entrepreneur, Priscilla's topics range from marketing best practices, the "stunning discomfort" of entrepreneurship, market research, her love of the autoharp, and other marketing oddities.℗ & © 2018 Ponderings from the Perch Arte Economía
Episodios
  • A Novel Approach to Data Quality in Consumer Insights

    A Novel Approach to Data Quality in Consumer Insights
    Feb 6 2026
    The incentive at every layer of market research is to pass as many respondents through as possible, which means the behavior follows exactly as you'd expect. Priscilla McKinney, host of Ponderings from the Perch and CEO of Little Bird Marketing, welcomes Joey Maddox and Henry Legard, Chief Strategy Officer and CEO respectively at Verisoul, for a conversation about where fraud prevention in market research keeps missing the mark. A LinkedIn video, equal parts nerdy and genuine, sparked the connection that led to this episode about structural problems most people in the industry would rather not acknowledge and what they are doing about it!. It can be said that market researchers today inherited a volume problem disguised as a quality solution:Sample providers get paid per respondent. Aggregators get paid per completed survey. Every middleman in the chain benefits from passing bodies through, not from stopping to verify who those bodies actually are. The result is predictable. Data quality tools chase yesterday's fraud techniques while bad actors stay three steps ahead, and businesses make million-dollar decisions on compromised customer insights. The real kicker? A worst-case scenario is aA three-week diligence survey can collapsinge entirely when someone finally checks if the data makes sense, leaving clients without answers at the exact moment they need them most. But not all respondents are fake, bad or trying to cheat the system. So, how do you let those into your ecosystem while keeping the bad actors out? "One of the crusades that we've had at Verisoul is how do you block as much fraud as possible with essentially zero false positives," Joey Maddox explains. "We need to block as much fraud as possible, but we can't just go willy-nilly blocking a bunch of people." So, it’s about striking the right balance. And they discuss new technology in this episode and how they are collaborating with other data quality experts already in the industry to make everything ship shape and better than it was yesterday! They discuss how respondent integrity matters more than response integrity now that AI makes faking expertise trivially easy. They get specific about why trap questions alone don't work anymore, how IP deduplication blocks hospital workers from taking legitimate surveys from the same network, and more. Their technology is built around one important question, “What if respondents could own their verified identity across the industry instead, choosing what to share and earning more for providing greater certainty?” It's the kind of idea that makes some people uncomfortable, which is exactly why this conversation matters. Music written and performed by Leighton Cordell Sponsors: Is your concept testing budget disappearing without driving better decisions? Most insights teams waste 30 to 40 percent of their research spend on preventable leaks. Socratic Technologies has created a free audit to help you identify what leak is costing you the most—and exactly how to fix it. Click here to download the audit today and start making concept testing that drives growth. 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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    32 m
  • 4 Pillars of Customer Insights

    4 Pillars of Customer Insights
    Jan 30 2026
    Most insights professionals are too busy completing studies to notice their reports end up in the trash. Dan Womack, president of KLC, joins Priscilla McKinney on Ponderings from the Perch to dismantle the "study mindset" that keeps research teams from driving real business outcomes. He brings over 20 years of corporate research experience from Fortune 500 firms, including GE Capital, Genworth Financial, and Aflac, plus a provocative take on why the industry needs to stop obsessing over executive access and start focusing on organizational action. Womack presents a four-pillar framework that redefines effective insights work. First, understand what customers know and believe, the baseline of primary research. Second, understand how they arrived at those beliefs, going beyond simple "why" questions. Third, translate those findings into business implications, which requires commercial literacy that most researchers never develop. Fourth, and most critical, ensure the organization actually acts on the market research insights. AI will likely automate the first three pillars within years, leaving the fourth as distinctly human territory and the future of the profession. "How do you ensure that the business actually does something? How do you ensure that they act on what you brought to them?" Womack explains. "If an insight falls to an empty room, nothing happens to it." The industry's decades-long fixation on "getting a seat at the table" misses the point entirely. Not everyone gets interviewed after the game, but that doesn't diminish their contribution to the win. Data-driven marketing decisions require commercial literacy, understanding P&Ls and business implications, more than proximity to executives. Gateway's willingness to scrap an expensive ad campaign in the mid 1990s after research revealed parents wanted complete computer packages demonstrates what true customer centricity looks like when combined with organizational courage to act on findings. Music written and performed by Leighton Cordell. Sponsors: 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. Priscilla McKinney here! I am very excited to tell you about my 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.
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    27 m
  • What an Expert Recruiter Knows about Filling Top CPG Brand Manager and Marketing Director Roles

    What an Expert Recruiter Knows about Filling Top CPG Brand Manager and Marketing Director Roles
    Jan 23 2026
    *This episode of Ponderings from the Perch is brought to you by Rival Technologies, using AI-powered video analysis to unlock deeper meaning from unstructured data.* Candidates are going through 200 interviews before landing offers, yet companies are still losing top talent because their hiring processes are too long. Diana Benedikt, executive recruiter at Newman Search Group, joins Priscilla McKinney on Ponderings from the Perch to discuss what it truly takes to land and thrive in top CPG brand and marketing roles. Benedikt brings over 20 years of startup and VC ecosystem experience, along with deep expertise in growth strategy and talent acquisition for companies ranging from early-stage ventures to established consumer packaged goods brands in the better-for-you segment. They explore the complex skill set required for brand strategy leadership, from stage-gate experience and cross-functional relationship building to the ability to execute data-driven decisions under pressure. Brand managers operate at the hub of organizational success, with spokes reaching into R&D, finance, sales, and operations. Beyond technical expertise in persona development and go-to-market strategy, the most successful candidates demonstrate genuine passion for the brand's mission, whether that's a B Corp commitment or a fast-paced product launch cycle. Companies in the high-growth, better-for-you space, which is expanding at roughly twice the rate of traditional CPG, need professionals who can move quickly without sacrificing strategic thinking, pulling insights from data they analyze themselves rather than delegating to analysts. "I always want to note, are you pulling the data? Are you analyzing the data yourself, or do you have a bunch of analysts doing it for you? And if you're pulling it, give me an example of where you've pulled the insights, made a move," Benedikt explains. "Whether it's a pivot or a new product or pricing or whatever you're doing, being able to pull the insights into strategies that drive a positive outcome." To fill a top CPG Brand Manager role, experience requirements remain strict in today's competitive market. Companies want candidates who have already succeeded as Senior Brand Managers, not those simply ready to step up. Her advice? Candidates should diversify their opportunities and demonstrate genuine listening skills in every interaction, while companies have compelling job descriptions that serve as sales documents. When hiring processes drag on too long, top talent gets lost to competitors who move with greater urgency. Music written and performed by Leighton Cordell. Sponsors: Ever feel like your company is sitting on a goldmine of opportunities, but they keep slipping away? Most companies already have their next big win hiding in their database. Little Bird Marketing's Revenue Sprint is a proven system that works backward from your revenue goals to create a focused plan for building a sales pipeline and predictable growth. No massive budget required—just strategic execution that delivers measurable results. Ready to turn missed opportunities into new wins? Click here and build a predictable pipeline for sustainable growth. 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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    30 m
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