In this episode of How Brands Are Built, I talk with Alexander Foss about research—why it matters, what makes it valuable, and a few pitfalls to avoid.

Alex and I first worked together at Interbrand, where he was on the strategy team before moving more deeply into research and insights. In our conversation, he explains what pulled him in that direction: the feeling of backing up recommendations with something stronger than a “finger in the air.”

We talk about the shift from agency work to client-side research, and how different it is when you’re responsible not just for delivering against a brief, but for defining the business problem in the first place.

A big theme throughout the episode is purpose. Alex makes the point repeatedly: research should start with a clear question. If you don’t know why you’re conducting a survey, for example—what decisions it’s meant to inform—you probably shouldn’t be doing it.

We also dig into a naming research study I conducted last year—research on research—and the tensions it revealed between how namers and researchers think about the topic. Why are experienced namers often skeptical of quantitative testing? Which methodologies do namers and researchers recommend? And how much influence should research have over a naming decision versus other important factors?

Alex argues that research should inform decisions, but not make them. He uses the analogy of buying a house: you can quantify square footage and energy efficiency, but at some point you also have to decide whether it feels right. Naming is similar. Quantified consumer reactions matter, but they’re just one input.

Finally, we discuss updating the research section of Designing Brand Identity, sixth edition, and what young strategists can do to build real expertise in a world where AI can handle more and more of the executional work.

If you care about branding, naming, or research—and especially if you’ve ever struggled with how much weight to give the numbers—this conversation will give you a clearer framework for thinking about it.