Our CRO, JD Deitch, was recently a guest on one of the market research industry’s leading podcasts: Data Gurus with Sima Vasa. He joined Sima on the show, which covers real-life perspectives on what’s happening in the industry and what successful companies are doing to navigate all the changes in the data ecosystem.

They started out the conversation talking about JD’s role at P2Sample, and touched on the path his career has taken in the insights industry. He gave some perspective into how things have changed, specifically from a sample methodology point of view and its impact on quality outcomes. He says,

“Fundamentally, what you’re trying to do is understand the behavior of a population based on a smaller group of people from that population, but the techniques we are using now are very different.”

This is due to the fact that everything is now digital.

He said one of the primary changes that this digital ecosystem is driving from a sample standpoint is recruitment, and how hard we have to work to attract people’s attention. We must be creative to drive engagement in an environment that is clamoring for people’s attention with social media, news articles, games and more. Smart sample companies are figuring out how to “attract people at scale, attract them in real time, get them to take a survey, have a positive experience, manage that experience (so they aren’t punished through the survey process), and then find them again.”

JD and Sima then talk a bit about traditional terminology surrounding sample, like double opt-in panels and river sample, and how the perceptions of these terms need to change with the times. He wrote more about this in our newest eBook “The New Reality of Online Sample”, while also covering what sample suppliers can – and are – doing to help improve quality outcomes.

Some of the things we’re doing at P2Sample include using AI and machine learning to improve fraud detection, an approach that gives us a dynamic ability to detect fraud as it evolves, and respondent experiences, where we can actively manage the “collision” between respondent and survey – making sure they “match up” by using things like respondent behavioral data.

In addition, JD touched on our extensive use of automation which frees up our team members to do higher-level problem solving and increase client engagement. At P2Sample, we’ve trained our team to troubleshoot problems in an API, do mapping on the fly and solve any problems (identified through automation) while a study is in field. This improves conversion rate and creates better outcomes for everyone involved, including the respondent.

They take a little time in the interview talking about business development. JD says, “In order for those in business development to be truly successful, they have to understand how the client does business, and be able to speak to them about how they’re going to help that client make money. I can’t put it any more bluntly than that.” But he admits that with technology, even this business function is changing. For example, at P2Sample, we can make an API connection to a multinational company, and have business in 25 different countries instantly. Previously, we would have had to have sales people working in those regions. This makes the sales process very different in a world of automation.

They wrap up the interview talking about JD’s new hobby: singing. Feeding his creative side, JD has recently taken up this musical pursuit by singing in a choir and taking vocal lessons. (He’s available for private lessons! 😉 )

Check the full podcast by visiting here!