The Curiosity Current: A Market Research Podcast

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Business, News

Topic Sub-Category:

Marketing, Management, Tech News

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Language:

English

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Podcast Stats:

Number of Episodes: 2

Series Type: episodic

Content Type: AUDIO

Podcast Description

Do you find yourself pondering what today’s trends and insights tell us about tomorrow’s consumers? Ever wonder how technology is changing the market research landscape? Are you curious about what keeps insights professionals up at night? Get swept away by the Curiosity Current: A Market Research Podcast about two world-leading market research experts who follow their natural curiosity to bring consumer insights to life.

Podcast Insights

Content Themes

This podcast revolves around themes such as market research innovation, the impact of AI on business strategy, and consumer behavior analysis. Episode examples include interviews with industry experts discussing the evolution of market research amid disruption and a spotlight on technology's role in shaping future insights, with a keen focus on real-world applications.

Further Podcast insights, such as show format, guest types, ideal guests, and target audience are available to Podcast Collab Club Members!

The Curiosity Current: A Market Research Podcast

In this episode of The Curiosity Current, Stephanie Vance and Lev Mazin are joined by Oksana Sobol, Vice President of Consumer Insights at The Clorox Company. Oksana leads trend discovery and consumer trend landscaping at Clorox, helping the company translate cultural signals into strategic business decisions.

The conversation explores insights from the Home Care Redefined report, a major research initiative examining how Americans’ relationships with their homes are evolving. Oksana explains how Clorox identifies and validates long-term consumer trends, and why the most important signals often come from understanding what doesn’t change in consumer behavior.

A major shift the research uncovered is that emotional and social outcomes from cleaning are now as important as functional ones. Consumers increasingly see cleaning not just as a task, but as a reset. A way to restore a sense of control, accomplishment, and well-being. This shift is especially visible among younger generations, who approach cleaning with experimentation, creativity, and inspiration from social media.

Stephanie, Lev, and Oksana also discuss the rise of “in-the-flow” cleaning, where tasks are woven into daily routines rather than reserved for traditional deep cleaning sessions. This shift is reshaping product design, packaging, and innovation priorities for brands operating in the home care category.

The episode also explores how social media has transformed cleaning into a form of content and identity expression, creating new opportunities for researchers to observe behavior directly rather than relying solely on self-reported data.

Finally, Oksana shares how insights teams combine social listening, real-world observation, and traditional research to identify meaningful consumer trends and translate them into strategic opportunities for brands.

What You’ll Learn:

Why the most valuable trends often come from identifying what doesn’t change in consumer behavior
How emotional outcomes like satisfaction and control are reshaping the meaning of cleaning
What the rise of “in-the-flow cleaning” reveals about modern lifestyles
Why social media has become a powerful research environment
How insights teams can identify unspoken consumer needs by watching what people do
The three key sources of trend discovery: digital signals, real-world observation, and traditional research
Why laundry remains one of the most unresolved consumer pain points in home care

Episode Resources:

Oksana Sobol on LinkedIn
The Clorox Company website
Stephanie Vance on LinkedIn
Lev Mazin on LinkedIn
The Curiosity Current: A Market Research Podcast on Apple Podcasts
The Curiosity Current: A Market Research Podcast on Spotify
The Curiosity Current: A Market Research Podcast on YouTube

The Curiosity Current: A Market Research Podcast is handcrafted by our friends over at: fame.so

What cleaning habits reveal about consumer psychology with Oksana Sobol

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