Episode Summary
In this episode, host Russel Dubree welcomes Sondra Brown, founder of MDRG (Market Dynamics Research Group), based in New Orleans, Louisiana. With over 30 years in the industry, Sondra shares how her agency empowers strategically minded professionals through a unique blend of qualitative and quantitative research grounded in behavioral economics. The episode explores her unexpected journey from academia to entrepreneurship, the evolution of market research, and the emotional and strategic pivots that defined MDRG’s growth.
Episode Highlights:
- The story behind MDRG’s trademarked “Whole Mind” approach to market research
- How technology and behavioral economics reshaped the market research landscape
- The emotional reality of scaling a team and taking on the weight of payroll
- Sondra’s game-changing experience in the Goldman Sachs 10,000 Small Businesses Program
Agency Info
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Company: MDRG
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Guest: Sondra Brown
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Year Started: 1994
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Employees: 11-25
The curiosity I had for research, I had to start applying it to my own people.
Sondra Brown
Key Takeaways
Start with the “Why” and Mean It
Sondra explains how MDRG’s work is less about data collection and more about strategic impact. Their research always begins with one crucial question: What business decision are you trying to make? This insight-driven approach ensures that findings are never just “nice to know” but actionable for growth.
Behavioral Economics Is the Future of Insights
MDRG integrates concepts from Daniel Kahneman and other behavioral economists into their research methodology. Their “Whole Mind” approach leverages the reality that 95% of decisions are emotional, not rational. By tapping into both System 1 (emotional) and System 2 (rational) thinking, they uncover truths that traditional research often misses.
Serendipity Meets Strategy
Sondra didn’t set out to build a business. With a six-figure project falling into her lap while raising infant twins, MDRG began almost accidentally. But what followed was years of strategic learning, particularly when she chose to scale and learned to work on the business, not just in it.
Culture Can’t Be an Afterthought
An introvert by nature, Sondra once had to be told by a consultant that simply saying “hello” to her team in the morning would change the firm’s culture. It did. Today, MDRG places a strong emphasis on team dynamics, emotional intelligence, and internal leadership.
Show Notes
- Mentioned in this episode:
- Thinking, Fast and Slow by Daniel Kahneman
- Goldman Sachs 10,000 Small Businesses Program
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