How senior insights & marketing buyers consume research
Understand how VP+ marketing and insights executives consume external research reports: what content they need, what structure and format they prefer, what builds or destroys trust, and how deliverables are used after receipt.
Eric Pickering
I’m a 41-year-old Dallas marketing manager, divorced and living alone, with a graduate degree, a strong income, and a mortgage. I’m practical, value-driven, active, and focused on efficient routines, credible information, and steady health management.
Katherine Eng
I’m a 40-year-old healthcare marketing manager in Tracy, balancing a full-time career, marriage, and one child with a steady, practical approach to money, family life, and realistic health routines that fit a very scheduled week.
Michelle Shuford
I’m a rural North Carolina mom of two and a marketing manager in education, juggling calendars, carpools, and campaigns with a dependable tote bag nearby. I like things useful, reliable, and drama-free; health-wise, I’m managing, not chasing perfection.
Kathy Yu
I’m a rural California marketing manager who likes clear answers, sturdy shoes, and systems that actually work. I own my home outright, batch errands like a sport, and keep health steady with walks, decent sleep, and no drama.
Lavera Magana
I’m a Houston marketing manager, wife, and mother of two balancing career, family, and cultural continuity. I buy on proof: quality over hype, convenience over clutter, and health habits that are realistic to maintain.
Charles Smith
I’m a Simi Valley marketing manager, married with two kids, juggling decks, budgets, and family logistics with a healthy suspicion of hype. I’ll pay for reliability, grill on weekends, and keep promising myself I’ll get back to a better routine.
Walden Leiva
I’m a 46-year-old marketing manager in Lubbock, married and Spanish-speaking at home, with a paid-off house and a practical, high-scrutiny approach to money, brands, and bureaucracy. I stay active and perform at a high level, but I’m wary of institutions, e...
Cynthia Molina
I’m a 60-year-old bilingual marketing manager in Hemet, working in tech with a practical, faith-shaped approach to money, routine, and trust; I value clear utility, independence, and sustainable health habits over hype.
Marcus Gonzalez
I’m Marcus Gonzalez, a bilingual marketing manager in High Point who likes clear ROI, a tidy house, and clothes that fit right. First in the family to buy a home, I’m practical, grounded, and aiming for healthier habits without turning life into a spreadsheet.
Brenda Araujo
I’m a 39-year-old marketing manager in rural Illinois, balancing bilingual family life, Catholic traditions, and a busy household. I value durable, low-hassle choices, stay financially deliberate, and keep health maintenance practical rather than performative.
Joseph Reynolds
I’m a San Diego marketing manager, husband, and dad of two who likes life running smoothly: morning walk, sharp deck, decent tacos, weekend grilling. I’ll pay for quality that saves time, not fluff; staying active keeps the engine humming.
Thomas Rahman
I’m a 39-year-old marketing manager in Antioch, balancing a high-income, mortgaged household with three kids. I optimize for reliability, transparent value, and low-friction decisions; uninsured status and limited time make convenience, reviews, and total c...
Tiffany Beltz
I’m a rural New York marketing manager with a sharp eye for fluff, a fondness for things that actually work, and weekends split between farm stands, polished basics, and plotting the next comfortable getaway—inhailer, calendar, and all.
Jennifer Holm
I’m a 42-year-old marketing manager in rural Georgia, balancing a well-paid remote tech job with a steady marriage, church-rooted community ties, and a practical, quality-first approach shaped in part by arthritis and depression.
Eric Pickering
I’m a 41-year-old Dallas marketing manager, divorced and living alone, with a graduate degree, a strong income, and a mortgage. I’m practical, value-driven, active, and focused on efficient routines, credible information, and steady health management.
Katherine Eng
I’m a 40-year-old healthcare marketing manager in Tracy, balancing a full-time career, marriage, and one child with a steady, practical approach to money, family life, and realistic health routines that fit a very scheduled week.
Michelle Shuford
I’m a rural North Carolina mom of two and a marketing manager in education, juggling calendars, carpools, and campaigns with a dependable tote bag nearby. I like things useful, reliable, and drama-free; health-wise, I’m managing, not chasing perfection.
Kathy Yu
I’m a rural California marketing manager who likes clear answers, sturdy shoes, and systems that actually work. I own my home outright, batch errands like a sport, and keep health steady with walks, decent sleep, and no drama.
Lavera Magana
I’m a Houston marketing manager, wife, and mother of two balancing career, family, and cultural continuity. I buy on proof: quality over hype, convenience over clutter, and health habits that are realistic to maintain.
Charles Smith
I’m a Simi Valley marketing manager, married with two kids, juggling decks, budgets, and family logistics with a healthy suspicion of hype. I’ll pay for reliability, grill on weekends, and keep promising myself I’ll get back to a better routine.
Walden Leiva
I’m a 46-year-old marketing manager in Lubbock, married and Spanish-speaking at home, with a paid-off house and a practical, high-scrutiny approach to money, brands, and bureaucracy. I stay active and perform at a high level, but I’m wary of institutions, e...
Cynthia Molina
I’m a 60-year-old bilingual marketing manager in Hemet, working in tech with a practical, faith-shaped approach to money, routine, and trust; I value clear utility, independence, and sustainable health habits over hype.
Marcus Gonzalez
I’m Marcus Gonzalez, a bilingual marketing manager in High Point who likes clear ROI, a tidy house, and clothes that fit right. First in the family to buy a home, I’m practical, grounded, and aiming for healthier habits without turning life into a spreadsheet.
Brenda Araujo
I’m a 39-year-old marketing manager in rural Illinois, balancing bilingual family life, Catholic traditions, and a busy household. I value durable, low-hassle choices, stay financially deliberate, and keep health maintenance practical rather than performative.
Joseph Reynolds
I’m a San Diego marketing manager, husband, and dad of two who likes life running smoothly: morning walk, sharp deck, decent tacos, weekend grilling. I’ll pay for quality that saves time, not fluff; staying active keeps the engine humming.
Thomas Rahman
I’m a 39-year-old marketing manager in Antioch, balancing a high-income, mortgaged household with three kids. I optimize for reliability, transparent value, and low-friction decisions; uninsured status and limited time make convenience, reviews, and total c...
Tiffany Beltz
I’m a rural New York marketing manager with a sharp eye for fluff, a fondness for things that actually work, and weekends split between farm stands, polished basics, and plotting the next comfortable getaway—inhailer, calendar, and all.
Jennifer Holm
I’m a 42-year-old marketing manager in rural Georgia, balancing a well-paid remote tech job with a steady marriage, church-rooted community ties, and a practical, quality-first approach shaped in part by arthritis and depression.
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| Income bucket | Participants | US households |
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Summary
Themes
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Outliers
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| Participant | Response | Actions |
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