Charlie Grossman

Topics Charlie shaped

AI & technology, Researcher craft & identity, Methods, methodology & rigor, Insights function & business, Industry, profession & meta

Episodes

• Charlie Grossman — Stop chasing speed: build consistency that predicts outcomes — Ep. 34 · Nov 11, 2025

What Charlie said — indexed claims

• The researcher cannot honestly report results without getting their hands dirty in the open ends — AI can do the big-picture coding, but reading a couple hundred verbatims yourself is what gives you the depth to read anger, disappointment, and texture beyond positive/negative sentiment. — Ep. 34 · 40:15 · cl-charlie-grossman-022
• Quantitative results give a level; the depth of disappointment or elation in respondents' actual feelings is something AI does not yet read empathetically — that empathy gap is what keeps the human researcher in the loop. — Ep. 34 · 41:20 · cl-charlie-grossman-023
• Mall intercept and phone-era research had quality protections — a real interviewer never interviewed a bot, never let one person take the survey six times, never let a speeder through — that the industry traded away for online speed. — Ep. 34 · 03:25 · cl-charlie-grossman-002
• Concept-level promises should sit in a Goldilocks middle — overpromising kills the second purchase even when the product itself is good (the dishwasher detergent that almost worked); underpromising can rescue a product the concept made sound unappetizing. — Ep. 34 · 27:45 · cl-charlie-grossman-017
• AI and historical pattern-matching will eventually surface what drives outcomes, but the precondition is asking the right question with the right success definition; the right answer to the wrong question is worthless no matter how clean the data. — Ep. 34 · 36:40 · cl-charlie-grossman-021
• Forecasting accuracy depends on identifying the actual decision-maker behind a purchase, not the most visible audience: pharma needs the consumer, the prescribing doctor, AND managed care; men's cologne needs to interview women who buy 70% of it. — Ep. 34 · 34:30 · cl-charlie-grossman-019

Connected across the corpus

• Amberly Miller (Prudential Financial) — 1 cross-reference
• Brittne Kakulla (AARP) — 1 cross-reference
• Byron Reeves (Stanford University) — 1 cross-reference
• Deborah Mendez (Pharmavite) — 1 cross-reference
• J. Walker Smith (Kantar) — 1 cross-reference
• Leonard Murphy (Gen2 Advisors / Greenbook) — 1 cross-reference
• Sarah Kling (Amazon (Devices)) — 1 cross-reference
• Steve Olenski (CMO Whisperer Advisory) — 1 cross-reference

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