In this episode of The Curiosity Current, hosts Molly and Stephanie sit down with Charlie Grossman, Owner of CG Research & Consulting and former Vice President at BASES and Burke, to explore what makes research trustworthy and actionable. With over thirty years in market research, Charlie explains that while technology has made studies faster and cheaper, quality depends on context, consistency, and interpretation. He warns that DIY platforms and automation can sacrifice reliability for convenience, introducing bots, bias, and poor sampling. For Charlie, every number needs history behind it, without benchmarks or parallel testing, data loses meaning. He shares examples where high purchase intent failed to translate into repeat sales and explains how clear decision rules help teams avoid the “novelty trap.” He also highlights how human judgment remains essential even as AI transforms analysis, arguing that machines can scale insight but not replace empathy. True progress, he says, lies in mastering both, the precision of technology and the discernment of human experience. For today’s research leaders, this episode is a reminder that the fundamentals – clarity, consistency, and context, still drive the smartest decisions.

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