One of our more ambitious goals at Fairing is to get DTC brands to stop renting their customer relationships through ad platforms -- to embrace the mutual benefit of a healthy value exchange built on Direct-From-Consumer marketing.

To do that (and to take the high road on consumer privacy), brands need to build conversational data streams… but all customer conversations start with questions, so knowing how, when, and why to ask them is crucial. Frankly, it’s a lost art in the modern world of marketing.

Then it dawned on us: our team talks with super-smart market researchers all the time, so why not turn those chats into a podcast our clients can learn from? That’s exactly what we’ve done with Question Authority: a podcast where marketing experts teach brands about the art & science of questions.

It’s a quick-hitting podcast that gets right to the insights, and we’re excited to share our first three guests below. Get a taste for it with our trailer episode, or subscribe anywhere you get your podcasts. And of course, let us know who and what you want to hear next!

Episode 1: Ethnography with Allison Braund-Harris

Ethnography with Allison Braund-Harris: Allison talks about the importance of meeting the customer where they are -- which, in her case, happened to be their showers. Find out how getting creative with your questions can lead to groundbreaking customer insights.

Allison explains how ethnography involves observing and interacting with customers in their natural environments to gain a deeper understanding of their needs and motivations. She emphasizes the importance of asking the right questions to elicit honest and valuable customer feedback.

When you finish watching this episode, you'll have a newfound appreciation for the power of ethnography and creative questioning in gaining groundbreaking customer insights.

Episode 2: Offline Attribution & Podcast Metrics with Krystina Rubino

Offline Attribution & Podcast Metrics with Krystina Rubino: Right Side Up's Head of Offline Marketing lays out tried & true approaches to getting ROI from your offline campaigns. This episode is essential listening for any brand looking to launch podcast ads.

Krystina shares her insights on the importance of measuring the ROI of offline campaigns and how podcast advertising fits into the picture. She discusses the challenges of tracking attribution for podcast ads and provides some best practices for measuring podcast metrics such as downloads, listens, and engagement.

By the end of the episode, you'll better understand how to measure the effectiveness of your podcast advertising campaigns and how to use those insights to optimize your marketing efforts.

Episode 3: Survey Research with Sam McNerney

Survey Research with Sam McNerney: Sam brings his fresh perspectives on survey research to the pod. As mentioned in his e-book, Tell Them A Story, he paints a picture of survey design that focuses on stories and engagements, gracefully breaking the rules of classic surveying.

After watching this episode, you'll better understand how to create surveys that elicit meaningful and valuable insights from your clients. You'll also discover new approaches to include storytelling and engagement in your survey design process.

Subscribe to the Question Authority Podcast

We encourage you to subscribe to Question Authority wherever you get your podcasts. Let us know who and what you want to hear next! Join us in our mission to build healthy Direct-From-Consumer relationships and embrace the mutual benefits of Direct-From-Consumer marketing.

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