Turning insight into impact: What CMOs really want from market research

Episode notes

In this episode of The Curiosity Current, host Molly Strawn-Carreño and guest host Shanon Adams speak with Steve Olenski, founder of The CMO Whisperer Advisory. Drawing on more than twenty-five years working alongside CMOs at Mastercard, Walmart, the NFL, and other major brands, Steve offers a direct view into what marketing leaders truly need from research. He argues that CMOs are not missing data; they are missing clarity. Insights must operate as a growth engine, not a reporting function, shaping decisions upstream rather than validating them after the fact. Steve outlines a partnership framework built on trust, translation, and timing, and emphasizes why research should be measured by decisions made, not slide volume. He also discusses the role of AI as a force multiplier guided by human judgment, and the importance of courage and honesty in C-suite relationships. For insights leaders, this episode is a blueprint for driving action, relevance, and meaningful impact.