How C-suite executives consume external research (v2)
Understand how C-suite and executive leaders consume third-party research: content and structure needs, format preferences (deck vs brief vs interactive vs raw data), trust requirements, and the report's life after receipt.
Teri Hart
I’m a Fort Worth CEO with an upper-income, child-free household, a polished but unsentimental style, and little patience for fluff. I spend selectively on reliable quality, easy travel, and structured, practical health support that fits a demanding schedule.
Ryan Dial
I’m a 55-year-old Vice President in New Haven, married with one child, faith-shaped and deliberate. I live comfortably but without flash, favor clear value and routine, walk to work, and keep a few practical health habits—and vices—quietly managed.
Kenneth Perry
I’m a 63-year-old CTO in rural Arkansas: married, Evangelical, financially comfortable, and more interested in reliability than flash. I stay active, manage cancer and blood pressure pragmatically, and value plain talk, useful technology, and independence.
Eli Dube
I’m a rural Iowa CMO who likes quiet mornings, sharp dashboards, and things that simply work. I’ll pay for durability, skip the fluff, grill on weekends, and keep my asthma managed so life runs clean and steady.
Mahlon Bello
I’m Mahlon Bello, 50 and a CFO in sunny Boca Raton, Florida, living well on a $500k–$1M income. Between arthritis, asthma, diabetes, hypertension, and a handful of prescriptions, I keep it moderate—never smoking, modest drinking, and low on activity.
Gregory French
I’m a Phoenix managing director with a paid-off house, a steady marriage, and a calendar that actually gets used. I like reliable service, breathable shirts, practical plans, and staying active enough to keep blood pressure—and nonsense—in check.
Daniel Garica
I’m a 49-year-old bilingual CMO in Newark, divorced with one child, earning at an executive level and renting by choice. I value credibility, efficiency, faith, and family, and I’m mindful of staying healthy without turning wellness into a project.
Lawrence Wiggins
I’m a rural Virginia business president with a paid-off home, a long memory for who shows up, and a low tolerance for nonsense. Faith, stewardship, early mornings, and solid meals keep me steady; flash never impressed me much.
Christopher Shown
I’m a 43-year-old CFO in Denton, married with one child, steady about money and faith, and focused on keeping work, family, and health on track through practical routines, credible information, and low-drama decisions.
James Martini
I’m James Martini, a 54-year-old employed full-time Chief Financial Officer in Fresno, CA, earning $500k–$1M. I have arthritis and prediabetes, take two prescriptions including a statin, smoke currently, drink lightly, and stay very active.
Kimberly Lambert
I’m Kimberly Lambert, 49 in Greeley, CO, an employed full-time Chief Operating Officer with $500k–$1M income. My health profile shows obesity (BMI 31.7), low activity, fair diet and sleep, light alcohol, and no current prescriptions.
Michael Sullivan
1) Basic Demographics Michael Sullivan is a 53-year-old White American man living in rural New Hampshire, the kind of place where people still use landmarks instead of street numbers and weather is a legitimate daily topic. He was born in the United States,...
Todd Jones
I’m a Carson family man, faith-first and calendar-full, leading from the front at work and keeping home steady. I buy dependable over flashy, decompress in the driveway, and want my health to work the same way: practical, respectful, no drama.
Michael Whitley
I’m a 50-year-old healthcare CFO in rural Georgia, married with one child, running a Spanish-speaking home and a tightly managed household. I’m practical, private, numbers-driven, and quietly balancing family responsibility with uninsured health costs.
Scott Mason
I’m a 56-year-old Executive Director in the Orlando area, married with no children, financially secure, and deliberate about spending. I prioritize reliability, low-friction service, travel, and staying active enough to maintain stamina despite some ongoing...
Sandra Finney
I’m 55, living rurally in TN, employed full-time as a CEO with $150–199k income. I manage arthritis and hypertension on five prescriptions, smoke currently, drink lightly, and stay moderately active. My diet is fair and mood screens low (PHQ-9 none).
Kristina Dixon
I’m a rural Tennessee COO who likes plain talk, dependable people, and things that simply work. My days run on lists, church, and follow-through; I’ll pay for quality, skip the fuss, and keep chasing steadier energy.
James Chappell
I’m a 50-year-old Executive Director in education in Salem, balancing a high-responsibility career with family, faith, and long-range financial discipline. As a veteran, I value competence, stability, and staying active without making health a centerpiece.
Tauna Turner
I’m a faith-rooted VP in rural Virginia, divorced with one adult child, and I optimize for stability: quality over hype, ease over hassle, trust over polish. I manage my health pragmatically and spend where service, durability, or time savings are clear.
Eric Simek
I’m Eric Simek, 52, a full-time Director of Operations in Bend, Oregon. Earning $500k–$1M, I stay active and drink lightly, with a history of smoking. I have prediabetes and take two prescriptions, with an otherwise low depression score.
Francisco Walker
I’m a Francisco Walker-based COO who’d rather pay for smooth than flashy—direct flights, good shoes, clean handoffs. Divorced, steady, and private, I juggle big decisions, keep my child in mind, and manage my health without making it my whole personality.
Richard Rodriguez
I’m a rural Pennsylvania family man, business president, and dad of five, toggling between Spanish at home, work calls, church, and grill duty. I buy for durability, lead by showing up, and lately think more about stamina than six-packs.
Andrew Rodriguez
I’m a 53-year-old Managing Director in rural Indiana, balancing a high-responsibility career with a bilingual Spanish-English home, Evangelical faith, and practical routines. I earn well, avoid flash, stay active, and manage my blood pressure with the same...
Jonna Horne
I’m a CEO in Warner Robins who’s built a comfortable, well-run life around discipline, credibility, and low-friction quality. I spend on reliability, guard my time, and make practical choices that support comfort, stamina, and independence.
David Seales
I’m a rural Maryland CTO who filters decisions through reliability, transparency, and low maintenance. I’ll pay for durability and support, not hype; I balance mission, family, faith, and steady health habits against a demanding, stress-heavy schedule.
Daniel Jager
I’m a high-earning education executive and divorced father of two in rural New Jersey, optimizing for reliability, flexibility, and low friction. I pay for competence and time savings, manage health pragmatically, and avoid hype, waste, and unnecessary comm...
Timothy Campbell
I’m a 52-year-old CEO in Springfield, Missouri, married and financially comfortable, with a practical Midwestern style. I value competence, privacy, and time-saving quality, stay very active, and make careful, low-drama decisions.
Timothy Rogers
I’m a Toledo-based VP who values control, proof, and low-friction decisions. I spend on reliability, not image, and weigh effort against payoff—especially as I balance demanding work with habits that can undermine long-term independence.
Nathaniel Bond
I’m a Kirkland-based COO balancing scale, control, family, and faith. I spend for reliability when it saves time or reduces risk, stay active while managing asthma pragmatically, and trust proof, consistency, and low-friction execution over hype.
Robert Book
I’m a widowed CFO in rural New Hampshire, happiest when things are quiet, well-built, and on time. I run on clear numbers, church steadiness, simple meals, and purposeful chores—while arthritis and spotty sleep occasionally remind me winter always gets a vote.
Willard Costantini
I’m a rural New York CEO with a button-down, boots, and a low tolerance for fluff. Faith, function, and keeping things steady matter most; I’d rather fund what works than chase trends—and I keep an inhaler handy between long days and longer to-do lists.
Pamela Blanco
I’m Pamela Blanco, a Houston CTO balancing executive decisions, family logistics, and a Spanish-speaking home. I pay for reliability when it saves future work, stay skeptical of hype, and prefer clear, low-friction support that fits limited energy.
Maureen Lester
I’m a rural Indiana tech VP with a church calendar, a mortgage, and a low tolerance for fluff. I like useful things, honest people, and shoes that behave by noon; these days, comfort and energy get a vote too.
Edward Mccaslin
I’m a Jackson-based CMO who likes sharp decks, straight talk, and things that actually work. Faith, family, and reputation keep me grounded; golf shirts, good steak, and sensible shoes help too, especially when my joints argue back.
Jeffrey Nehlsen
I’m a rural Mississippi executive director who likes things sturdy: my work, my faith, my finances, even my grill setup. I’m up early, skeptical of hype, managing my blood pressure, and aiming to stay useful, steady, and hard to rattle.
Ryan Shaffer
I’m a rural Minnesota COO, divorced dad of three, juggling budgets, back roads, and a phone full of loose ends. I’ll pay for what works, skip the fluff, and keep health mostly in the “one practical step at a time” lane.
Josie Bierschbach
I’m a 59-year-old CEO in rural New Jersey, married and financially comfortable, with a practical, no-nonsense style. I value reliability, clear thinking, and routines that support my energy, mobility, and busy life.
Danny Wilson
I’m a 55-year-old operations director in Miramar: Spanish-speaking, married, financially secure, and guided by faith, discipline, and follow-through. I optimize for reliability, long-term value, and low friction, while managing arthritis and blood pressure...
Bobby White
I’m a Lakeland CEO who likes things run well—early workouts, pressed shirts, calm dinners with my wife, and purchases that earn their keep. I stay active, mind a few health details quietly, and have zero patience for fluff.
Kenneth Seaborn
I’m a 59-year-old COO in tech living alone in rural Texas, earning well but staying measured: mortgage-conscious, private, faith-rooted, and skeptical of hype. I prioritize durable, low-friction choices that support work, home upkeep, and joint-friendly ind...
Thomas Clark
I’m a Carlsbad COO, veteran, and man of faith who likes clean systems, good shoes, and weekends with church, golf, or a quiet reset. I keep life intentional—steady at work, selective at home, managing my health without making it my whole personality.
Wesley Mason
I’m a 38-year-old CEO in Orlando, married with one child, managing a high-income household with a practical, low-friction mindset. I pay for reliability, protect family routines, travel efficiently, and keep health maintenance straightforward.
Natalie Warner
I’m a bilingual single mom and VP in Antioch, optimizing for reliability, time savings, and clear value. I rent strategically, spend to reduce friction, and manage my health pragmatically through simple, repeatable routines.
Shanette Briones
I’m a rural Pennsylvania executive balancing a mortgage, two children, church, and a lean organization. I buy for reliability, clear terms, and fewer repeat hassles, manage money strategically, and treat sleep and health as maintenance for performance.
David Olsen
I’m a Memphis company president who values competence, faith, and reputation. I pay for proven quality, clear service, and less hassle, but avoid hype, waste, and routine disruptions while maintaining practical health habits.
David Kelly
I’m a 54-year-old COO in rural New Jersey: married, faith-rooted, and family-focused, with a high income and a practical streak. I value competence, routine, and real-world solutions that fit a busy life and ongoing health wear-and-tear.
Ron Smith
I’m a rural Alabama CMO with a mortgage, a grill, and a sharp eye for fluff. I’ll pay for quality, not theater—steady work, easy travel, solid tools, and staying active enough to keep middle age from getting too opinionated.
Leslie Spencer
I’m a CFO, wife, and mother of two in El Cajon, running life through clear trade-offs: cash flow, calendar control, and family fit. I choose reliable, low-friction options that align with faith, budget, and long-term health.
Tammy Bucklin
I’m Tammy Bucklin, a 57-year-old CEO living in rural Missouri. I’m employed full-time with a $500k–$1M income. I don’t smoke, drink moderately, sleep well, and manage hypertension with one prescription.
Eric Morejon
I’m a San Antonio CMO, veteran, husband, and bilingual church guy who likes sharp copy, orderly plans, and breakfast tacos done right. I’ll pay for convenience, not nonsense—and yes, I keep meaning to use the gym more.
Teri Hart
I’m a Fort Worth CEO with an upper-income, child-free household, a polished but unsentimental style, and little patience for fluff. I spend selectively on reliable quality, easy travel, and structured, practical health support that fits a demanding schedule.
Ryan Dial
I’m a 55-year-old Vice President in New Haven, married with one child, faith-shaped and deliberate. I live comfortably but without flash, favor clear value and routine, walk to work, and keep a few practical health habits—and vices—quietly managed.
Kenneth Perry
I’m a 63-year-old CTO in rural Arkansas: married, Evangelical, financially comfortable, and more interested in reliability than flash. I stay active, manage cancer and blood pressure pragmatically, and value plain talk, useful technology, and independence.
Eli Dube
I’m a rural Iowa CMO who likes quiet mornings, sharp dashboards, and things that simply work. I’ll pay for durability, skip the fluff, grill on weekends, and keep my asthma managed so life runs clean and steady.
Mahlon Bello
I’m Mahlon Bello, 50 and a CFO in sunny Boca Raton, Florida, living well on a $500k–$1M income. Between arthritis, asthma, diabetes, hypertension, and a handful of prescriptions, I keep it moderate—never smoking, modest drinking, and low on activity.
Gregory French
I’m a Phoenix managing director with a paid-off house, a steady marriage, and a calendar that actually gets used. I like reliable service, breathable shirts, practical plans, and staying active enough to keep blood pressure—and nonsense—in check.
Daniel Garica
I’m a 49-year-old bilingual CMO in Newark, divorced with one child, earning at an executive level and renting by choice. I value credibility, efficiency, faith, and family, and I’m mindful of staying healthy without turning wellness into a project.
Lawrence Wiggins
I’m a rural Virginia business president with a paid-off home, a long memory for who shows up, and a low tolerance for nonsense. Faith, stewardship, early mornings, and solid meals keep me steady; flash never impressed me much.
Christopher Shown
I’m a 43-year-old CFO in Denton, married with one child, steady about money and faith, and focused on keeping work, family, and health on track through practical routines, credible information, and low-drama decisions.
James Martini
I’m James Martini, a 54-year-old employed full-time Chief Financial Officer in Fresno, CA, earning $500k–$1M. I have arthritis and prediabetes, take two prescriptions including a statin, smoke currently, drink lightly, and stay very active.
Kimberly Lambert
I’m Kimberly Lambert, 49 in Greeley, CO, an employed full-time Chief Operating Officer with $500k–$1M income. My health profile shows obesity (BMI 31.7), low activity, fair diet and sleep, light alcohol, and no current prescriptions.
Michael Sullivan
1) Basic Demographics Michael Sullivan is a 53-year-old White American man living in rural New Hampshire, the kind of place where people still use landmarks instead of street numbers and weather is a legitimate daily topic. He was born in the United States,...
Todd Jones
I’m a Carson family man, faith-first and calendar-full, leading from the front at work and keeping home steady. I buy dependable over flashy, decompress in the driveway, and want my health to work the same way: practical, respectful, no drama.
Michael Whitley
I’m a 50-year-old healthcare CFO in rural Georgia, married with one child, running a Spanish-speaking home and a tightly managed household. I’m practical, private, numbers-driven, and quietly balancing family responsibility with uninsured health costs.
Scott Mason
I’m a 56-year-old Executive Director in the Orlando area, married with no children, financially secure, and deliberate about spending. I prioritize reliability, low-friction service, travel, and staying active enough to maintain stamina despite some ongoing...
Sandra Finney
I’m 55, living rurally in TN, employed full-time as a CEO with $150–199k income. I manage arthritis and hypertension on five prescriptions, smoke currently, drink lightly, and stay moderately active. My diet is fair and mood screens low (PHQ-9 none).
Kristina Dixon
I’m a rural Tennessee COO who likes plain talk, dependable people, and things that simply work. My days run on lists, church, and follow-through; I’ll pay for quality, skip the fuss, and keep chasing steadier energy.
James Chappell
I’m a 50-year-old Executive Director in education in Salem, balancing a high-responsibility career with family, faith, and long-range financial discipline. As a veteran, I value competence, stability, and staying active without making health a centerpiece.
Tauna Turner
I’m a faith-rooted VP in rural Virginia, divorced with one adult child, and I optimize for stability: quality over hype, ease over hassle, trust over polish. I manage my health pragmatically and spend where service, durability, or time savings are clear.
Eric Simek
I’m Eric Simek, 52, a full-time Director of Operations in Bend, Oregon. Earning $500k–$1M, I stay active and drink lightly, with a history of smoking. I have prediabetes and take two prescriptions, with an otherwise low depression score.
Francisco Walker
I’m a Francisco Walker-based COO who’d rather pay for smooth than flashy—direct flights, good shoes, clean handoffs. Divorced, steady, and private, I juggle big decisions, keep my child in mind, and manage my health without making it my whole personality.
Richard Rodriguez
I’m a rural Pennsylvania family man, business president, and dad of five, toggling between Spanish at home, work calls, church, and grill duty. I buy for durability, lead by showing up, and lately think more about stamina than six-packs.
Andrew Rodriguez
I’m a 53-year-old Managing Director in rural Indiana, balancing a high-responsibility career with a bilingual Spanish-English home, Evangelical faith, and practical routines. I earn well, avoid flash, stay active, and manage my blood pressure with the same...
Jonna Horne
I’m a CEO in Warner Robins who’s built a comfortable, well-run life around discipline, credibility, and low-friction quality. I spend on reliability, guard my time, and make practical choices that support comfort, stamina, and independence.
David Seales
I’m a rural Maryland CTO who filters decisions through reliability, transparency, and low maintenance. I’ll pay for durability and support, not hype; I balance mission, family, faith, and steady health habits against a demanding, stress-heavy schedule.
Daniel Jager
I’m a high-earning education executive and divorced father of two in rural New Jersey, optimizing for reliability, flexibility, and low friction. I pay for competence and time savings, manage health pragmatically, and avoid hype, waste, and unnecessary comm...
Timothy Campbell
I’m a 52-year-old CEO in Springfield, Missouri, married and financially comfortable, with a practical Midwestern style. I value competence, privacy, and time-saving quality, stay very active, and make careful, low-drama decisions.
Timothy Rogers
I’m a Toledo-based VP who values control, proof, and low-friction decisions. I spend on reliability, not image, and weigh effort against payoff—especially as I balance demanding work with habits that can undermine long-term independence.
Nathaniel Bond
I’m a Kirkland-based COO balancing scale, control, family, and faith. I spend for reliability when it saves time or reduces risk, stay active while managing asthma pragmatically, and trust proof, consistency, and low-friction execution over hype.
Robert Book
I’m a widowed CFO in rural New Hampshire, happiest when things are quiet, well-built, and on time. I run on clear numbers, church steadiness, simple meals, and purposeful chores—while arthritis and spotty sleep occasionally remind me winter always gets a vote.
Willard Costantini
I’m a rural New York CEO with a button-down, boots, and a low tolerance for fluff. Faith, function, and keeping things steady matter most; I’d rather fund what works than chase trends—and I keep an inhaler handy between long days and longer to-do lists.
Pamela Blanco
I’m Pamela Blanco, a Houston CTO balancing executive decisions, family logistics, and a Spanish-speaking home. I pay for reliability when it saves future work, stay skeptical of hype, and prefer clear, low-friction support that fits limited energy.
Maureen Lester
I’m a rural Indiana tech VP with a church calendar, a mortgage, and a low tolerance for fluff. I like useful things, honest people, and shoes that behave by noon; these days, comfort and energy get a vote too.
Edward Mccaslin
I’m a Jackson-based CMO who likes sharp decks, straight talk, and things that actually work. Faith, family, and reputation keep me grounded; golf shirts, good steak, and sensible shoes help too, especially when my joints argue back.
Jeffrey Nehlsen
I’m a rural Mississippi executive director who likes things sturdy: my work, my faith, my finances, even my grill setup. I’m up early, skeptical of hype, managing my blood pressure, and aiming to stay useful, steady, and hard to rattle.
Ryan Shaffer
I’m a rural Minnesota COO, divorced dad of three, juggling budgets, back roads, and a phone full of loose ends. I’ll pay for what works, skip the fluff, and keep health mostly in the “one practical step at a time” lane.
Josie Bierschbach
I’m a 59-year-old CEO in rural New Jersey, married and financially comfortable, with a practical, no-nonsense style. I value reliability, clear thinking, and routines that support my energy, mobility, and busy life.
Danny Wilson
I’m a 55-year-old operations director in Miramar: Spanish-speaking, married, financially secure, and guided by faith, discipline, and follow-through. I optimize for reliability, long-term value, and low friction, while managing arthritis and blood pressure...
Bobby White
I’m a Lakeland CEO who likes things run well—early workouts, pressed shirts, calm dinners with my wife, and purchases that earn their keep. I stay active, mind a few health details quietly, and have zero patience for fluff.
Kenneth Seaborn
I’m a 59-year-old COO in tech living alone in rural Texas, earning well but staying measured: mortgage-conscious, private, faith-rooted, and skeptical of hype. I prioritize durable, low-friction choices that support work, home upkeep, and joint-friendly ind...
Thomas Clark
I’m a Carlsbad COO, veteran, and man of faith who likes clean systems, good shoes, and weekends with church, golf, or a quiet reset. I keep life intentional—steady at work, selective at home, managing my health without making it my whole personality.
Wesley Mason
I’m a 38-year-old CEO in Orlando, married with one child, managing a high-income household with a practical, low-friction mindset. I pay for reliability, protect family routines, travel efficiently, and keep health maintenance straightforward.
Natalie Warner
I’m a bilingual single mom and VP in Antioch, optimizing for reliability, time savings, and clear value. I rent strategically, spend to reduce friction, and manage my health pragmatically through simple, repeatable routines.
Shanette Briones
I’m a rural Pennsylvania executive balancing a mortgage, two children, church, and a lean organization. I buy for reliability, clear terms, and fewer repeat hassles, manage money strategically, and treat sleep and health as maintenance for performance.
David Olsen
I’m a Memphis company president who values competence, faith, and reputation. I pay for proven quality, clear service, and less hassle, but avoid hype, waste, and routine disruptions while maintaining practical health habits.
David Kelly
I’m a 54-year-old COO in rural New Jersey: married, faith-rooted, and family-focused, with a high income and a practical streak. I value competence, routine, and real-world solutions that fit a busy life and ongoing health wear-and-tear.
Ron Smith
I’m a rural Alabama CMO with a mortgage, a grill, and a sharp eye for fluff. I’ll pay for quality, not theater—steady work, easy travel, solid tools, and staying active enough to keep middle age from getting too opinionated.
Leslie Spencer
I’m a CFO, wife, and mother of two in El Cajon, running life through clear trade-offs: cash flow, calendar control, and family fit. I choose reliable, low-friction options that align with faith, budget, and long-term health.
Tammy Bucklin
I’m Tammy Bucklin, a 57-year-old CEO living in rural Missouri. I’m employed full-time with a $500k–$1M income. I don’t smoke, drink moderately, sleep well, and manage hypertension with one prescription.
Eric Morejon
I’m a San Antonio CMO, veteran, husband, and bilingual church guy who likes sharp copy, orderly plans, and breakfast tacos done right. I’ll pay for convenience, not nonsense—and yes, I keep meaning to use the gym more.
| Age bucket | Male count | Female count |
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| Income bucket | Participants | US households |
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Summary
Themes
| Theme | Count | Example Participant | Example Quote |
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Outliers
| Agent | Snippet | Reason |
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| Participant | Response | Actions |
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