An outsider's case for why surveys will outlast every trend with Marin Mrsa
May 19, 2026
In this episode of The Curiosity Current, host Stephanie Vance is joined by Marin Mrsa, Founder and CEO of Peakator, to discuss the evolving landscape of research technology. Marin shares his journey of entering the insights industry from the outside and how that perspective shaped his vision for a more efficient research process. The conversation explores why surveys remain a vital communication tool between brands and consumers, the role of AI in automating tedious tasks, and why human judgment is more important than ever for strategic decision making.
In this episode of The Curiosity Current, host Stephanie Vance is joined by Marin Mrsa, Founder and CEO of Peakator. Marin details his unconventional path into the insights world, which began after he sold his car to launch a research startup in Croatia with no prior industry experience. This outsider perspective allowed him to recognize that the traditional research process was often fractured across too many disconnected tools.
The discussion centers on the necessity of consolidating the research stack to reduce friction and help teams focus on actual insights. Marin explains why he believes surveys are future proof, viewing them as a scalable communication tool rather than just a collection of questions. He also shares his approach to integrating AI, emphasizing that while automation is excellent for tasks like auto coding open ends, it should never replace the final decision making of a researcher. The episode concludes with a look at the skills researchers need to thrive in the future, including adaptability and discernment, and a call for more collaboration across the industry to solve shared challenges like data quality and fraud.
What You’ll Learn:
- Why surveys have survived for over a century and remain a primary communication tool for brands
- How a background in hotel accounting led to the creation of a global research technology company
- The major inefficiencies Marin discovered when first entering the closed world of market research
- Why the current research process is often broken across five or six different platforms
- The benefits of using a unified tool to streamline the workflow from scripting to reporting
- How AI can be used to accelerate research processes without compromising data integrity
- Why researchers must avoid the trap of letting AI design questionnaires or make strategic decisions
- The importance of adaptability and curiosity for insights professionals in an automated world
- Why collaboration between competitors is necessary to solve the issue of industry fraud
- The distinction between the role of research technology and the role of high level consultancy
About the Guest:
Marin Mrsa is the Founder and CEO of Peakator, a company dedicated to streamlining the research process through innovative technology. He launched the business in 2017 after selling his car to move to Zagreb and has since built it into a global firm. Marin is a recognized voice in the industry, frequently discussing topics such as survey quality, data integrity, and the intersection of human expertise and automation. He brings an entrepreneurial spirit to the insights field, focusing on how technology can empower curiosity and improve the way brands connect with their customers.
Episode Resources:
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