What does it take to make research meaningful in today’s fragmented, fast-moving world? In a recent episode of the On Brand podcast, Alter Agents Chief Research Officer Heather O’Shea joined host Nick Westergaard to explore that very question.

Drawing on her experience across agencies, brands, and tech platforms, Heather spoke candidly about the empathy she brings to her work—an empathy rooted in understanding the goals, pressures, and messy realities faced by stakeholders on every side of the insights process.

“I’ve worked on all sides – brand, agency, startup – and I’ve seen how hard it is to connect data to action. That’s what we try to solve at Alter Agents.”

• Media fragmentation and generational shifts in attention and platform preferences
• The “messy middle” of decision-making, where relevance and resonance matter most
• How mobile communities, content-led qual, and neuroscience tools are changing how we measure what matters
• Why great insights need creativity and context, not just clean decks
• And how researchers can help brands move beyond clicks to meaningful engagement

Heather also shared what inspires her as a researcher and a marketer, and why a family trip to Costco was a recent brand moment that made her smile.

If you’re looking for a fresh take on research, strategy, and the power of understanding people, this episode is well worth a listen. https://www.nickwestergaard.com/rethinking-research-for-a-noisy-world/