Our Chief Strategy Officer, Devora Rogers, recently joined Scott Aaron on the Networking and Marketing Made Simple podcast to talk about how consumer insights are shaping how some of the world’s largest brands understand and influence shopper behavior.

In the conversation, Devora shared how her career evolved at the intersection of technology, entertainment and research. After early roles in television, radio and at Yahoo, she was hired as an emerging media expert. What began as teaching clients about new technologies quickly expanded into conducting research around how people were actually using them. That unexpected pivot defined her path. Today, her work centers on understanding how shifting behaviors, new platforms and human psychology converge to shape decision-making.

Understanding the moment people decide

When asked what differentiates Alter Agents, Devora pointed to a simple but powerful focus: understanding how people move from undecided to decided.

In an environment where attention is fragmented and competition is relentless, brands struggle to break through. Alter Agents combines qualitative, quantitative and neuroscience approaches to identify the moments when consumers lean in — when attention sharpens, loyalty begins forming and real engagement takes hold. Those inflection points, she explained, are where meaningful brand growth happens.

At its core, the work is about helping brands make significant leaps forward by truly understanding the psychological and emotional drivers behind consumer choice.

Market research at a crossroads

The conversation also turned to AI and the pressures reshaping the research industry. Devora acknowledged that market research is navigating real challenges, including fraud, bots and even humans using AI to complete surveys.

While some companies are experimenting with synthetic data, she made Alter Agents’ position clear: human insight remains irreplaceable. AI can accelerate synthesis and streamline certain processes, but it cannot replicate the nuance, unpredictability and emotional complexity of real people.

For Devora, the value of research lies in engaging actual humans. Their contradictions, irrationalities and lived experiences reveal insights that synthetic data simply cannot generate.

Why businesses still avoid research

Despite its importance, many businesses still hesitate to invest in research. Devora noted that some founders rely on instinct, especially if early success reinforced their assumptions. Others believe research is only for large enterprises.

Her perspective is straightforward: whether B2B or B2C, every business ultimately serves humans making decisions. In a volatile environment shaped by political, cultural and technological shifts, assumptions become risky. Without actively listening to customers, companies leave growth, clarity and resilience on the table.

Research, she emphasized, does not have to start at scale. It begins with defining the problem clearly. Before launching a survey or hiring a firm, leaders should ask: What are we trying to solve? If this study is successful, what will be true afterward?

Clarity of objective is what turns data into direction.

A career built on curiosity

For those considering a path in research, Devora encouraged starting with curiosity about human behavior. An interest in psychology, business strategy and asking better questions often signals a strong fit. The field today offers more tools and entry points than ever, from small-scale feedback loops to sophisticated mixed-method studies.

Most researchers, she noted, naturally gravitate toward qualitative or quantitative strengths, but Alter Agents intentionally develops talent that can bridge both — a reflection of the firm’s belief that deep insight requires multiple lenses.

Defining success

When asked what success means to her, Devora’s answer was personal and direct: doing work that lights you up and being paid for it.

For her, success is not just professional achievement. It is building a career rooted in curiosity, creativity and impact;  helping brands understand people more deeply and make smarter, more human decisions as a result.

To hear the full conversation with Devora Rogers, listen to the Networking and Marketing Made Simple podcast episode. 

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