In this episode, we interview David Bauer from Hemispheres, a full-service customer insights agency. David shares the journey of Hemispheres, their approach to research, and how it informs brand and business strategies. He discusses the variety of projects they've worked on, including collaborations with major brands like Microsoft and John Deere. We also dive into the importance of qualitative research, trends in the industry, and the impact of AI on research methodologies. David offers valuable insights into the challenges and processes involved in branding and rebranding, highlighting the significance of combining rational and emotional components for effective brand names. Lastly, he shares advice for young professionals in the research field and emphasizes the importance of contributing to discussions and solving problems collectively.

Links and Resources:

• David Bauer on LinkedIn
• Hemispheres Website
• Lisa Wekellis on LinkedIn
• Laura Szczes on LinkedIn
• Double Z Media Website
• Double Z Media on LinkedIn

Thanks for tuning in! Subscribe to The Paid Media Playbook on iTunes and Spotify, and leave us a review!