Data Gurus Podcast | Insights on Business Strategy, Mergers and Acquisitions, Market Research & Data Collection

Hosted by Sima Vasa

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Episodes

258

Latest episode

Jun 2026

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EN-US

About the show

Welcome to the the Data Gurus Podcast! The world around us is changing faster than ever before. From automation, artificial intelligence, big data, geo-location to every aspect of how we work and live. This includes DATA. Welcome to Data Gurus Podcast… our mission is to bring you a real life perspective on what’s happening in the data industry and how successful companies and individuals in this niche navigate through the sea of change. Encouraging you to Be Bold, Be Brave and Be Fearless – Let’s navigate the Data Ecosystem together.

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June 9, 202634 min

Why 85% of Thought Leadership Fails with Mike Nash of KS&R

Mike Nash, CGO of KS&R, joins Sima Vasa to make the case that thought leadership is now one of the last places where B2B companies can genuinely differentiate, and that the gap between volume and quality has never been wider. Mike argues that original insight, not AI-assisted content, is the only thing that changes how executives see a problem, and breaks down the three-pillar framework KS&R uses to evaluate whether a piece of work actually qualifies. He also introduces the ECHO Index, KS&R’s new synthetic data governance product designed to help firms evaluate which synthetic models to trust. KEY TAKEAWAYS 00:00  Introduction 05:52  Original insight, not optimised content, is what defines quality thought leadership 08:42  90% of executives use thought leadership to guide purchases, only 15% call it quality 11:30  Thought leadership departments are now appearing in construction and manufacturing firms 18:55  The tension in a topic is the hook, and finding it takes deliberate front-end work 24:05  KS&R Echo brings governance and transparency to synthetic data model selection 27:10  Speed and cost dominate synthetic mandates, but one bad decision erases the ROI Thanks for listening to the Data Gurus podcast, brought to you by Infinity Squared. If you enjoyed this episode, please leave a 5-star review to help get the word out about the show, and be sure to subscribe so you never miss another insightful conversation. RESOURCES MENTIONED Mike Nash: https://www.linkedin.com/in/mike-nash-ksr KS&R LinkedIn: https://www.linkedin.com/company/ks&r The Global Thought Leadership Institute: https://www.linkedin.com/company/gtli-apqc KS&R ECHO Index (Synthetic Data Governance): https://www.ksrinc.com/ksr-introduces-the-echo-index-to-bring-greater-transparency-and-governance-to-synthetic-data/ #Analytics #Data #MRX

May 26, 202629 min

Digital Twins and the Limits of Synthetic Behavior with Olivier Toubia of Columbia Business School

Dr. Olivier Toubia, Glaubinger Professor of Business at Columbia Business School, joins Sima Vasa to discuss his landmark study building digital twins from over 2,000 real participants — and what the results reveal about the genuine limits of synthetic data in market research. Olivier explains why digital twins skew hyper-rational, why a 0.2 correlation with real human behavior is the honest benchmark, and why the “better, faster, cheaper” promise of synthetic data still has a question mark on “better.” Olivier also covers the hybrid panel model for keeping digital twins calibrated over time, the structural advantage of within-person A/B testing with synthetic respondents, and what the neuromarketing hype cycle can teach the industry about moving faster toward evidence-based answers. KEY TAKEAWAYS 00:00  Introduction. 02:07  From operations research to marketing, Conjoint analysis and capturing human preferences with math. 03:54  The adoption cycle repeats: every new technology prompts replication before reimagination. 05:44  How synthetic data evolved from basic LLM personas to data-rich digital twins with real heterogeneity. 11:54  The 0.2 correlation finding: digital twins and humans, and calibrating what that actually means. 14:41  Twins skew hyper-rational, struggle with affect-based decisions, and perform better on text than video. 17:06  The “holy grail” of “better, faster and cheaper,” and why “better” still carries the biggest question mark. 23:33  The hybrid panel model: synthetic at scale, small human sample running alongside to keep twins honest. Thanks for listening to the Data Gurus podcast, brought to you by Infinity Squared. If you enjoyed this episode, please leave a 5-star review to help get the word out about the show, and be sure to subscribe so you never miss another insightful conversation. RESOURCES MENTIONED Columbia Business School Digital Twins Lab https://business.columbia.edu/ai-in-business/labs/digital-twins-lab Prolific https://www.prolific.com Hugging Face (Digital Twins dataset) https://huggingface.co/datasets/LLM-Digital-Twin/Twin-2K-500 Qualtricshttps://www.qualtrics.com #Analytics #Data #MRX

April 28, 202635 min

Diversity as a Business Imperative with Dr. Poornima Luthra

Dr. Poornima Luthra, Author, Educator and Keynote Speaker, joins Sima Vasa to make the evidence-based case that DEI backlash is rooted in fear, not fact, and that most organizations have never done the systemic work required to make inclusion stick. Poornima draws on two years of primary research — interviews, discourse analysis and emotion coding — to identify five core fears driving resistance and explains why reframing DEI as uniqueness, fairness and belonging changes the entire conversation. She also covers what active allyship actually requires and why homogeneous organizations can’t generate the innovation that today’s business environment demands. Key Takeaways: 00:00 Introduction. 10:15 DEI resistance exists on a spectrum, from hesitation to overt backlash, and is always rooted in fear. 12:24 Five fears drive the backlash: change, getting it wrong, discomfort, taking action and lack of positive impact. 16:00 Short-term metrics obsession is the structural reason organizations fail to sustain inclusion work. 19:09 Diverse hiring in a regulated pharma AI team succeeded when leadership committed to a longer onboarding runway. 21:00 Most data still shows that majority dominant groups hold the vast majority of top roles and wealth. 23:47 Reframing DEI as uniqueness, fairness and belonging neutralizes the opposition because everyone wants those things. 29:22 Active allyship requires self-work first: curiosity, honest introspection on privilege and bias buddies for ongoing accountability. Resources Mentioned: “The Art of Active Allyship” by Dr. Poornima Luthra — https://www.amazon.com/Art-Active-Allyship-Behaviours-Inclusion/dp/8797290327 Dr. Poornima Luthra TED Talk (2019) — “Why GQ is the kind of intelligence we all need” — https://www.ted.com/talks/poornima_luthra_why_gq_is_the_kind_of_intelligence_we_all_need Thanks for listening to the Data Gurus podcast, brought to you by Infinity Squared. If you enjoyed this episode, please leave a 5-star review to help get the word out about the show, and be sure to subscribe so you never miss another insightful conversation. #Analytics #Data #Strategy

April 14, 202635 min

From Data Silos to Insights Intelligence with Thor Olof Philogène of Stravito

Thor Olof Philogène, Founder and CEO of Stravito, joins Sima Vasa to discuss knowledge discovery at scale and how AI-powered insights intelligence can turn fragmented enterprise research into a competitive asset. Thor also covers Stravito’s AI + human expertise model, the launch of AI personas that simulate consumer perspectives from real segmentation data, and why insights professionals are uniquely positioned for the current AI moment. Key Takeaways: 00:00 Introduction.04:15 The right team outranks capital and strategy every time.05:00 Psychological safety eliminates political overhead and unlocks organizational capacity.08:14 Getting people to use data is harder than acquiring it.08:49 Large enterprises commission enormous research but rarely know where it lives.11:13 A neutral, agnostic layer surfaces trusted answers from one place.16:24 Purpose-built AI informed by human expertise outperforms general-purpose tools.27:19 AI personas simulate consumer perspectives from real segmentation data in real time.31:45 Insights professionals have spent their careers training for the AI moment. Resources Mentioned: Stravito | WebsiteLavazza x Stravito AI Personas — Ad AgeEuromonitorMintel Thanks for listening to the Data Gurus podcast, brought to you by Infinity Squared. If you enjoyed this episode, please leave a 5-star review to help get the word out about the show, and be sure to subscribe so you never miss another insightful conversation. #Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech

March 17, 202629 min

From Gut Decisions to Causal Scenarios in Research with Jason Cohen of Simulacra Synthetic Data Studio

On this episode, host Sima Vasa talks to Jason Cohen, Founder and CEO of Simulacra Synthetic Data Studio, about the limits of traditional research, the evolution of synthetic data, and why causal modeling matters more than larger sample sizes. Drawing on his experience building and exiting Gastrograph AI, Jason explains how real-world data gaps undermine decision-making and how synthetic data can support scenario-based predictions when applied responsibly. Key Takeaways: 00:00 Introduction.05:24 Most brands can’t know in advance if research data is “correct.”09:44 Generic LLM personas rarely represent any real population.13:08 Cross‑coverage lets AI infer missing audience segments.16:04 Synthetic data is real when it’s actually used.19:36 Diversity in base samples drives credible synthetic expansion.23:28 Sample boosting alone doesn’t fix bad research outcomes.25:08 Synthetic data scales insights for hard‑to‑reach cohorts.26:08 Misused synthetic personas can drive completely wrong decisions. Resources Mentioned: Simulacra Synthetic Data Studio | Website Thanks for listening to the Data Gurus podcast, brought to you by Infinity Squared. If you enjoyed this episode, please leave a 5-star review to help get the word out about the show, and be sure to subscribe so you never miss another insightful conversation. #Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech

February 10, 202623 min

Linking Cultural Insight, AI and Brand Growth with David Wellisch of Collage Group

On this episode, David Wellisch, Co-Founder and CEO of Collage Group, talks to Sima Vasa about cultural intelligence as a measurable driver of brand relevance, growth and purchase intent. David shares his path from AOL and private equity to founding Collage Group. He explains how understanding consumer values, linking insight to activation and leveraging proprietary data and AI helps brands drive meaningful business outcomes. Key Takeaways: 00:00 Introduction.03:15 Identifying demographic shifts creates massive entrepreneurial opportunities.06:43 Marketers must link cultural insights to shareholder value.09:44 Targeting consumer values is more effective than demographics. 13:31 AI makes proprietary data sets massively more discoverable. 17:03 Understanding the why allows for better business strategy. 20:54 Successful companies solve problems rather than just selling. Resources Mentioned: Collage Group | Website Thanks for listening to the Data Gurus podcast, brought to you by Infinity Squared. If you enjoyed this episode, please leave a 5-star review to help get the word out about the show, and be sure to subscribe so you never miss another insightful conversation. #Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech

January 13, 202613 min

Synthetic Sample with Carol Sue Haney of Qualtrics

Host Sima Vasa welcomes Carol Sue Haney, Head of Research and Data Science, Engineering at Qualtrics, to discuss the transformative role of AI and data science in the market research industry.  Carol Sue explains Qualtrics’ early bet on generative AI and the development of proprietary LLMs, moving into agentic work and synthetic sampling, which she predicts will rival non-probability human sampling for quick-turn research. She emphasizes the challenges CMOs face with data overload and the fundamental importance of using regression analysis to link customer experience (CX) data, including the surprising weight of marketing messages, to crucial business outcomes like renewal and revenue growth. Key Takeaways: 00:00 Introduction.03:12 Data research careers spanned decades before computers existed.06:35 Early generative AI investment provides significant competitive advantages.09:20 Synthetic research boosts accuracy using rich, proven seed data.13:02 AI models instantly incorporate new information for continuous improvement.17:09 Regression remains essential for identifying true business drivers.20:42 Curated data and guided AI make regression faster and reliable.24:18 Financial independence through careers empowers women in critical ways.25:42 Mentorship and knowledge sharing strengthen the entire research industry. Resources Mentioned: Qualtrics | Website #Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech

December 2, 202515 min

Why Insights Need a Spotify Moment with Casper Henningsen of GetWhy

Host Sima Vasa talks to Casper Henningsen, CEO and Co-Founder of GetWhy, about reimagining insights through technology, empathy and human connection. Casper shares his unconventional journey from professional sports to entrepreneurship, highlighting how patience, curiosity and deep understanding of human behavior have shaped his company’s mission to make insights more actionable and creative for modern businesses. Key Takeaways: 00:00 Introduction.01:52 Transitioning from sports to business brings valuable discipline and focus.04:10 Strong insights drive creativity, profitability and better decision-making.06:55 Patience and curiosity are essential for meaningful business growth.10:55 Modern marketing requires dynamic, always-on decision-making models.13:33 Human empathy remains central to driving innovation and connection.15:47 Real conversations create richer datasets for strategic decision-making.19:30 Effective storytelling and packaging determine insights adoption.21:18 The future of insights lies in consumable, engaging content formats.24:08 Shifting from projects to capabilities creates long-term impact.26:52 Visionary leadership and collaboration drive successful transformation. Resources Mentioned: GetWhy | Website Thanks for listening to the “Data Gurus” podcast, brought to you by Infinity Squared. If you enjoyed this episode, please leave a 5-star review to help get the word out about the show, and be sure to subscribe so you never miss another insightful conversation. #Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech

November 18, 202514 min

Leading Change Without Losing Connection with Tim Wragg of Human8

On this episode, host Sima Vasa talks to Tim Wragg, CEO of Human8, who shares insights on leadership, AI’s role in research, and maintaining human connection in a rapidly evolving digital landscape. Tim discusses how trust, empathy and timing remain vital in an industry defined by data abundance and technological transformation. Key Takeaways: 00:00 Introduction.02:54 Behavioral science background shaped leadership in insights.05:56 Strong networks consistently drive new business opportunities.08:58 Human-led insights, AI-enabled, define the mission.11:26 East-to-west innovation now reshapes brand strategies.15:20 Synthetic data accelerates low-risk performance decisions.17:50 Leaders should regularly meet real customers in person.20:49 Cultural context often determines new product success.24:32 Pace transformation carefully to protect teams and stakeholders.27:26 AI changes slowly, then suddenly accelerates across organizations. Resources Mentioned: Human8 | Website Thanks for listening to the “Data Gurus” podcast, brought to you by Infinity Squared. If you enjoyed this episode, please leave a 5-star review to help get the word out about the show, and be sure to subscribe so you never miss another insightful conversation. #Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech

October 23, 202525 min

Teaching the ‘Why’ Behind Advanced Analytics with Megan Peitz of Numerious

Sima Vasa speaks with Megan Peitz, Founder and Owner of Numerious. Megan shares her journey from math and statistics at Georgetown to building a powerhouse analytics consultancy, partnering directly with global product teams and empowering more leaders to make data-driven decisions. The episode covers Megan’s approach to advanced analytics, the foundations of Numerious, client partnership strategies and Megan’s commitment to transparency and teaching. Key Takeaways: 00:00 Introduction.03:28 Curiosity drives effective business problem-solving.09:12 Teaching methodology builds client trust and adoption.10:59 Choice-based research simulates real purchasing decisions.15:19 AI tools require human context validation.16:17 Statistical quality checks improve data reliability.17:48 Smart planning upfront leads to stronger insights later.21:50 The best insights come from collaboration, not hierarchy.23:09 Leading projects for major brands fuels future impact. Resources Mentioned: Numerious | Website Thanks for listening to the “Data Gurus” podcast, brought to you by Infinity Squared. If you enjoyed this episode, please leave a 5-star review to help get the word out about the show, and be sure to subscribe so you never miss another insightful conversation. #Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech