Change Agents Podcast

Alter Agents Research Director Katie Zmijewski joins Devora Rogers to talk about the kind of complex, foundational research she loves most and what it takes to turn a mountain of data into something a business can actually use.

Drawing on more than 15 years in research, Katie talks about the projects that have shaped the way she approaches her work, from large-scale consumer journey studies to segmentation and jobs-to-be-done research. She explains why a mathematically valid segmentation still needs to make sense for the brand and feel recognizable to the people who will use it, and what can happen when that connection is missing.

They also get into the creative side of working with data, including the inevitable moments of overwhelm that come with complex projects and the experience and stamina required to work through them. Katie shares why she gravitates toward research that helps companies build a deeper understanding of their customers and gives teams a foundation they can use across the business.

About Katie Zmijewski
Katie Zmijewski, who serves as Research Director at Alter Agents, is an experienced market researcher whose curiosity about human behavior and decision making has fueled her desire to better understand consumers. She enjoys finding and illuminating the data-driven stories – marrying data integrity with report design. Katie has utilized many quantitative and qualitative methodologies across a variety of industries including, packaged goods, retail, technology, insurance, and utilities. She studied Psychology at Kalamazoo College.

To learn more, visit:
https://alteragents.com/

Listen to more episodes on Mission Matters:
https://missionmatters.com/author/devora-rogers