In this episode of The Curiosity Current, consumer insights expert Deborah Mendez explains how to unlock growth by looking beneath surface level consumer claims. She argues that the common gap between what people say and what they actually buy is not a research failure. Instead, it indicates an unmet need where consumers are in conflict between their values and their options. Deborah shares her strategies for using agile research to find patterns across multiple data points, allowing researchers to move from simple validation to becoming strategic creators.The discussion also covers the practicalities of managing research under pressure. Deborah introduces the narrow and deep principle, showing how limited budgets can encourage surgical thinking and better risk mitigation. As artificial intelligence changes the landscape of data analysis, Deborah emphasizes the growing importance of human judgment and problem framing. She predicts a qualitative renaissance where deep contextual data becomes the primary way for brands to distinguish themselves. This conversation offers practical advice for researchers and brand leaders looking to drive growth through a better understanding of unconscious human behavior.What You’ll Learn:Why the say-do gap is a signal for market opportunity rather than a data errorHow agile research shifts the focus from isolated data points to meaningful consumer patternsThe narrow and deep research principle for protecting quality on tight budgetsHow involving insights teams at the start of a project transforms them from validators to creatorsThe specific human skills of problem framing and judgment that artificial intelligence cannot replaceWhy deep qualitative data will become the next major differentiator for brandsTechniques for translating thousands of data points into clear business recommendationsHow to use behavioral simulations to uncover motivations consumers cannot articulateAbout the Guest:Deborah Mendez is a consumer insights leader with extensive experience at major global brands including Kraft Heinz, Mars, Pharmavite, and KenView. She specializes in using agile research and quantitative data to uncover unconscious consumer motivations and drive strategic brand growth. Her work focuses on moving insights teams from a role of validation to one of strategic creation. She is a recognized expert in navigating the intersection of human behavior and emerging research technologies.Episode Resources:Deborah Mendez on LinkedIn Stephanie Vance on LinkedInMolly Strawn-Carreño on LinkedInAYTM Market Research Website The Curiosity Current: A Market Research Podcast on Apple PodcastsThe Curiosity Current: A Market Research Podcast on SpotifyThe Curiosity Current: A Market Research Podcast on YouTube The Curiosity Current: A Market Research Podcast is handcrafted by our friends over at: fame.so