S6E8 - AI vs Humans in Research… Who Actually Wins?

Most teams say they “do research”… but very few actually do it well.

In this episode, we break down what real customer research looks like in CRO and growth. From analyzing 200+ survey responses manually, to why AI still struggles with qualitative data, to the politics that slow everything down.

We also get into:

Why AI fails at nuanced research (and what it misses)
How to actually analyze open-ended survey responses
The biggest mistakes teams make with surveys
Why companies avoid talking to customers (and why that’s a red flag)
How research becomes a political nightmare in larger orgs
When you should sample vs analyze everything
How research fuels better marketing and personalization

And yes… we somehow end up talking about billion dollars and laundry.

If you’re in CRO, growth, product, or marketing, this is the stuff people don’t usually say out loud.

👇 Timestamps

00:00 Why content actually drives opportunities
03:15 What “research” really means
04:00 How many responses you actually need
06:00 Why AI fails at qualitative analysis
07:30 When to sample vs analyze everything
09:00 Using research for marketing copy
10:00 Why not talking to customers is a red flag
11:00 Survey politics and internal resistance
13:30 Bad survey questions and bias
16:00 Personalization vs CRO (what’s the difference?)
22:30 Personalizing outreach properly
26:30 Why research projects spiral out of control
29:00 How to actually make research a habit
31:00 How to ship research faster (timeboxing)
34:00 “Business jiu-jitsu” and fake urgency
35:30 Final thoughts (and laundry)