03. Making the Case for Bold: How to Get Leadership to Back Creative Research Design That Closes the Say/Do Gap
Traditional research often relies on direct questioning—yet consumers can’t always articulate their true motivations. This session explores how to advocate for more creative, indirect methodologies—like projective techniques, storytelling, metaphor elicitation, and collage-based exercises—that unlock the emotional and subconscious drivers behind behavior. We’ll show how to position these approaches as more than “creative”—but as critical tools for uncovering unmet needs, brand meaning, and decision drivers. You’ll leave with practical ways to connect these methods to business impact and gain leadership buy-in for going beyond surface-level insights.
Holland Martini is redefining the role of research in business, proving that data without creativity is just numbers on a page. One of the forces behind the “anti-research” research company, she has spent her career quantifying consumer perspectives—but her real mission is to infuse the field with emotional intelligence and human insight. A sought-after speaker at FastCompany, Social Media Week, and beyond, Holland challenges traditional thinking, advocating for a more empathetic and creative approach to data. Her work has been published in leading industry publications, and she’s passionate about transforming raw numbers into narratives that inspire action.
Aisha Cozad
Country
Company
AARP
Job title
Senior Research Manager
Interests
Technology and Aging, Policy Advocacy, 50+
About me
Aisha Cozad, PhD, is a senior research advisor in AARP Research, where she collaborates with both internal and external clients to provide consultation on research needs related to individuals aged 50 and above. Additionally, she serves as a regional contact for AARP state offices in the Mega, and Central regions.
Before joining AARP, Cozad worked for eight years with adolescents with severe persistent mental illnesses (SPMI) in group home settings.
She holds a doctorate in social work focusing on gerontology and public policy, a master’s in social work (direct practice), and a bachelor’s in special education. In addition, Cozad was a Hartford Pre-Dissertation Awardee.
Connection Request
How it works
Complete your profile
Take a seat
Meet the others and have fun!
Share
Be nice and share your participation on social media!
