#295: Research and Analytics: the Peanut Butter and Chocolate of Data?

Research and analytics: are they more like peanut butter and chocolate, or more like oil and water? On this episode, we dig into the surprisingly common (and surprisingly unfortunate) divide between these two disciplines with Stefanie Zammit , Global Director of Analytics and Insights at Bang & Olufsen. Stefanie has spent her career bridging the qual and quant worlds, and she makes a compelling case that the best insights come from putting both methodologies to work on the same business problems. From the "never ask a survey question you already have the answer to" rule to why personas are usually terrible (spoiler: it's not the clustering, it's the storytelling), we explore how organizations can break down the silos between research and analytics teams. Turns out, the fear of the unknown and a bunch of fancy terminology might be keeping us from some pretty powerful insights. Also, apparently 100% soundproof rooms are absolutely terrifying. For complete show notes, including links to items mentioned in this episode and a transcript of the show, visit the show page .

You can listen to #295: Research and Analytics: the Peanut Butter and Chocolate of Data? online on Radio and Podcast. Open the player on this page to stream the available audio.

#295: Research and Analytics: the Peanut Butter and Chocolate of Data? is an episode from The Digital Analytics Power Hour by Tim Wilson.

This episode is 01:09:29 long.

This episode was published on Apr 14, 2026.

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