In this episode of The Curiosity Current, hosts Stephanie and Victoria talk with Sarah Montgomery, Director of Human Insights at The Coca-Cola Company, about using the Socratic method to uncover deeper truths in research. Drawing on her work with brands like Vitaminwater, Smartwater, Dasani, Simply, and Honest Kids, Sarah explains how disciplined questioning helps challenge assumptions, avoid confirmation bias, and bridge the gap between corporate jargon and consumer reality. She shares techniques for addressing uncomfortable insights without damaging trust, and why intellectual courage is essential for moving past consensus-driven decision-making. The discussion also explores how to balance speed and rigor in an AI-driven research environment while maintaining focus on what truly matters. Sarah underscores the importance of broad curiosity beyond data and into culture, as a tool for better understanding human behavior. It’s a practical guide for turning research into a strategic driver rather than just a source of answers.