When the data is right but the decision is wrong with Ernest Baskin

Market research only works when companies actually listen to it. In this episode of The Curiosity Current, Stephanie and Molly speak with Ernest Baskin, Department Chair and Associate Professor of Food Marketing at Saint Joseph’s University, about why market research still matters and why it does not have to cost an arm and a leg. Ernest explains how organizations misuse data, overlook bias, and skip context, then shows how simple, intentional research practices can lead to better decisions, fewer failed launches, and a deeper understanding of customers.