The Five People You Meet in the Room Where it Happens

Editor's note: Vanguard re-presented their session from The 2022 Quirk's Event - Global as part of Wisdom Wednesday on December 7, 2022.

We’ll take a lighthearted look at some personas of the people we meet when we are reading out on our research projects. These are the people who consume our research…and of course they often have their own ideas. We’ll meet The Skeptic, The Poseur, The Circuit Rider, The Post-Hoc and The Scout. We’ll talk about how to identify them, what motivates them and how to manage them so your research can have the greatest possible impact.

Key Takeaways:

  1. People who object to, undermine or simply ignore your research aren’t out to get you…they are protecting something.
  2. Depending on how you react, you can become an ally (or at least neutral).
  3. Managing these personalities well can be as important as your methodological rigor.


  • Clint Jenkin, manager of market research communities, Vanguard.