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Know Before You Go: Building Smarter Media Through Research
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Before you drop a dollar into paid media ask yourself, are you really sure you’re reaching the right people?
In this episode of Fireside, we sit down with Anastassia Laskey, founder of Ground Control Research, to talk about the power of audience insight, the role of AI in speeding up foundational research, and why brands need to go deeper than demographics and surface-level personas.
Ana shares how her team helps companies uncover who their audience really is, what drives them, and how to speak their language with intention, precision, and care. We talk about the cost and time myths around research, how strategy suffers without it, and what it looks like to build campaigns from a place of truth rather than assumption.
If you’re a marketer, media strategist, or founder trying to grow with purpose this one’s for you.
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Chapters
1. Know Before You Go: Building Smarter Media Through Research (00:00:00)
2. Introduction to Fireside (00:00:12)
3. Meeting Anastasia and Ground Control (00:01:41)
4. How AI Transforms Research Accessibility (00:04:01)
5. Cutting Research Time From Months to Weeks (00:06:26)
6. Key Research Entry Points for Brands (00:07:56)
7. Avoiding AI Research Pitfalls (00:12:07)
8. From Research to Actionable Strategy (00:17:58)
9. Finding Hope in AI's Potential (00:21:07)
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