This episode of The Art of Entrepreneurship is for anyone who’s relied on customer feedback or survey data but still felt like they were missing the full picture.

My guests today are Holland Martini and Maria Vorovich, co-founders of GoodQues, the “anti-research” research company that’s turning the industry on its head. Maria and Holland share how they approach data differently—from rethinking survey design to ditching sterile, robotic language in favor of human conversations. We talk about creative ways to surface true consumer sentiment (like writing a eulogy for your favorite brand), how to ask better questions, and why outdated data can be more harmful than helpful.

Make sure you tune in for fresh ideas on asking better questions, collecting honest insights, and finding data that actually drives smart decisions.

Holland Martini is redefining the role of research in business, proving that data without creativity is just numbers on a page. One of the forces behind the “anti-research” research company, she has spent her career quantifying consumer perspectives—but her real mission is to infuse the field with emotional intelligence and human insight. A sought-after speaker at FastCompany, Social Media Week, and beyond, Holland challenges traditional thinking, advocating for a more empathetic and creative approach to data.

Since co-founding the “anti-research” research company GoodQues in 2019, Maria has made it her mission to push the boundaries of consumer insights practices. And she’s succeeded, pioneering new approaches to research design (think: meditation) and new forms of research outputs (think: stories instead of statistics). Named one of the fastest growing companies in the U.S. by Inc Magazine in 2023, and top global market research company in 2020 and 2021 by the StartupPill, GoodQues partners with loyal clients such as P&G, PepsiCo, Adobe, Pernod Ricard and more to fuel their audience understanding.

Website

LinkedIn – Holland

LinkedIn - Maria

LinkedIn - GOODQUES

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