John Bird discusses the impact that WIRe is making in the market research industry, joined by WIRe's Executive Director, Jessica Sage.

John also mentions a worthy quick-fire Giving Tuesday campaign he is helping launch, where Infotools is matching donations for one day only, up to $5,000.

So, if you want to give and support the amazing work that WIRe is doing, let's help them make an even bigger impact.

Donate here - Friends of WIRe | Women in Research

Key points of discussion:

1. Cultural intelligence defined: Anastasia defines cultural intelligence as the practice of understanding culture and its trajectory to assess a brand’s role and opportunities within the cultural landscape. She stresses the importance of integrating cultural insight into marketing strategies to ensure inclusivity and resonance with diverse audiences.

2. Bridging academia and business: Anastasia shares her journey from academia to industry, underscoring the gap between academic cultural studies and its application in marketing. Her work aims to bridge this divide, providing marketers tools to understand and navigate cultural dynamics effectively.

3. Performative inclusion and missteps: The conversation covers common errors brands make, such as oversimplifying target audiences and neglecting cultural contexts. Anastasia explains how brands can avoid performative activism by thoroughly understanding the cultural nuances of their audiences.

4. Forces framework: Anastasia discusses her book’s "Forces Framework," which includes elements like culture, communication, critical consciousness, and community. This framework guides marketers in integrating cultural understanding into effective communication strategies.

5. Impact of fear in marketing: Anastasia argues that fear of missteps in cultural marketing, while understandable, should not paralyze brands from engaging meaningfully with cultural issues. Embracing this fear can drive brands to practice cultural intelligence more rigorously and authentically.

How can your organization better understand and integrate cultural intelligence into its marketing strategies to ensure meaningful and inclusive consumer engagement?

Thank you for tuning into this episode of Now that's Significant. If you enjoyed the discussion and want to hear more, please subscribe, share it with your colleagues, and leave a review. Check out our other episodes for more insights into consumer intelligence and market research.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, provide sample, or collect data, we make it easy for market researchers to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Key points of discussion include:

1. Personal Data Ownership: Wes introduces a revolutionary idea to transition personal data control from corporations to individuals, where data can be consented, controlled, and potentially monetized by individuals themselves.

2. Economic Impact of Personal Data: The conversation unveils the significant contribution of personal data to the economy, emphasizing the need for individuals to have control over their data, akin to managing financial assets.

3. Technological Enablement: Mike and Wes delve into how technology, such as blockchain, can facilitate new models of data ownership that ensure data authenticity and traceability, empowering individuals to control their data.

4. Ethical Considerations in AI and Analytics: Wes shares his concerns about the ethical implications encountered during his career in analytics and AI, particularly around emotion prediction and its potential for manipulation.

5. Future of Market Research: The discussion covers the opportunity for market researchers to lead this change by creating open, consumer-centric data management platforms that respect privacy and democratize data usage.

A question to consider...

How can market researchers facilitate the shift towards personal data ownership, ensuring ethical practices and empowering consumers?

Thank you for tuning into this episode of Now that's Significant. If you found this discussion valuable, please subscribe, share it with others, and consider leaving a review. Listen to our other episodes for more insights into market research.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, provide sample, or collect data, we make it easy for market researchers to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

The key points of discussion:

1. Inspiration for VIBE Conference: Tikica shares the inspiration behind launching the VIBE conference, highlighting the need for a dedicated space for Black market researchers to connect, grow professionally, and build a community.

2. Conference Objectives and Structure: The discussion covers the unique aspects of the VIBE conference, which focuses on networking, immersive experiences, and addressing topics relevant to Black researchers and the industry at large.

3. Challenges in Launching the Conference: Tikica discusses the challenges faced in organizing the conference, including overcoming fear and managing the logistics of planning such an event.

4. Support and Sponsorship: The conversation highlights the importance of sponsorship for the conference, with Tikica acknowledging the support received from various organizations and inviting further sponsorship opportunities.

5. Impact on Attendees: Tikica expresses her hopes for the conference to empower attendees, increase visibility of Black talent in the industry, and inspire action towards career advancement and advocacy.

A question to consider

How can industry events like the VIBE conference contribute to greater representation and empowerment of underrepresented groups in market research?

Thanks for tuning into this episode of Now that's Significant. If you found this discussion valuable, please subscribe, share it with others, and consider leaving a review. Feel free to listen to our other episodes for more insights into market research.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, provide sample, or collect data, we make it easy for market researchers to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Key points of discussion include...

1. Open Letter to the Consumer Insights Industry: Keith discusses his open letter aimed at addressing the prevailing data fraud crisis in the market research industry, emphasizing the urgency for reform to restore the industry's credibility.

2. Impact of Fraudulent Responses: The conversation highlights how fraudulent responses are a result of systemic issues within the sample industry, including the commoditization and mistreatment of respondents, which have led to a decline in data quality.

3. Role of Synthetic Data: Keith explores the potential shift towards synthetic data as a cost-effective alternative, while cautioning that it cannot fully replace human responses due to its reliance on historical data.

4. Push vs. Pull Model: The push model, as advocated by Keith, is presented as a solution to reduce fraud by eliminating the incentive for respondents to take multiple surveys, contrasting with the pull model that contributes to fraudulent activities.

5. Steps for Industry Improvement: Keith outlines actionable steps for customers, market researchers, and sample providers, including the importance of forming 100% guaranteed human panels and reducing reliance on marketplaces to ensure data integrity.

A question to consider...

How can your organization contribute to the integrity of market research data and what measures can be taken to ensure respondents are valued and incentivized appropriately?

Thank you for tuning into this milestone 150th episode of Now that's Significant. If you found this discussion valuable, please subscribe, share it with others, and consider leaving a review. Listen to our other episodes for more insights into market research.

Key points of this episode's discussion...

1. The Role of Insights: Febronia discusses the need to focus on delivering insights that drive commercial agendas, emphasizing the importance of moving beyond just data and research rigor to uncover hidden truths about customer behavior.

2. Influence in the C-Suite: The discussion highlights the importance of understanding the objectives of different C-suite members, like the CFO and CMO, to effectively communicate and influence business strategies.

3. Impact and Commercial Language: Febronia stresses the significance of using fiscal language to convey the potential commercial impact of insights, including ROI and risk mitigation, to ensure insights lead to actionable business decisions.

4. The Integration of AI: The conversation explores how AI can be leveraged to streamline tasks, allowing insights professionals to focus more on strategic thinking and influence, while maintaining human oversight and critical thinking.

5. Building a Collaborative Environment: Febronia shares the benefits of working collaboratively with agencies and stakeholders to integrate various data sets, enhancing the value and impact of insights across the organization.

A question to consider...

How can your organization better integrate insights into strategic decision-making processes to ensure they lead to impactful and commercially beneficial outcomes?

Thanks for tuning into this episode of Now that's Significant. If you found this discussion insightful, please subscribe, share it with others, and consider leaving a review. Listen to our other episodes for more insights into market research.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, provide sample, or collect data, we make it easy for market researchers to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Key points discussed on this episode

1. Social Isolation Among Older Adults: Sherri highlights the prevalence of social isolation among older adults, citing statistics from the National Institute on Aging and AARP Foundation. She discusses factors contributing to isolation, such as loss of a spouse and health issues limiting mobility.

2. Health Impacts of Isolation: The conversation explores how social isolation can lead to mental health issues like depression and anxiety, as well as physical health problems, including increased risk for heart disease and cognitive decline.

3. Role of Market Research: Sherri emphasizes the potential of market research to uncover the needs and preferences of older adults, helping to develop products and services that cater to their specific requirements.

4. Technological Solutions: The discussion covers how technologies like virtual reality and wearables can help mitigate social isolation and health issues among seniors by providing immersive experiences and real-time health monitoring.

5. Inclusive Research Practices: Sherri discusses the importance of inclusive research practices to ensure representation of older adults with disabilities, advocating for accessible methodologies and collaboration with advocacy groups.

A question to consider:

How can market research methodologies be adapted to better include and address the needs of older adults, particularly those who are isolated or living with disabilities?

Thanks for tuning into this episode of Now that's Significant. If you found this discussion insightful, please subscribe, share it with others, and consider leaving a review. Listen to our other episodes for more insights into market research.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, provide sample, or collect data, we make it easy for market researchers to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

The episode explores the intersection of marketing research with AI, advanced research methodologies, and technology platforms, and how they can collectively transform the industry. Todd shares his insights on leveraging these tools to enhance advertising effectiveness and consumer connection.

Key takeaways from this episode

1. Integration of AI and Research: Todd emphasizes the transformative potential of AI when integrated with traditional and advanced market research methodologies. This integration can streamline processes, reduce costs, and enhance data quality, enabling more strategic decision-making.

2. Advanced Research Methods: The use of behavioral science, emotion-based measures, and implicit psychology at scale is now affordable and accessible. These methods provide deeper insights into consumer behavior, enhancing the impact of marketing strategies.

3. Importance of Platforms: The development of user-friendly technology platforms allows clients to access insights more efficiently. This technological advancement supports quicker decision-making and facilitates a closer connection between brands and consumers.

4. Bridging Silos for Success: Todd highlights the need for collaboration between creatives, marketers, and researchers to overcome biases and silos. By working together, the industry can achieve significant improvements in consumer insights and advertising effectiveness.

5. Future Opportunities in Market Research: Todd is optimistic about the future, predicting that consumer insights will become seamlessly integrated into strategic decision-making. Embracing new technologies and methodologies will be crucial for the industry's growth and success.

Don't miss out on more episodes of Now that’s Significant for further insights into market research and innovation. Tune in on major podcast platforms to stay informed about the latest trends and strategies in consumer insights.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, provide sample, or collect data, we make it easy for market researchers to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

In this episode, Steven Snell, PhD, head of research at Rep Data, shares insights on data quality, combating online fraud, and research strategy in market research.

Key points in this discussion

1. Fraud in Market Research: Steven discusses the challenges of detecting fraud in survey research, highlighting how sophisticated fraudsters have become, making traditional detection methods less effective.

2. Impact of Fraudulent Data: The conversation addresses how fraudulent data can skew insights by dragging results towards the middle, making it difficult to derive actionable insights.

3. Role of Technology in Combating Fraud: Steven emphasizes the importance of using technology to fight fraud, noting that while tech enables fraud, it is also essential in detecting and preventing it.

4. Ownership of Data Quality: The discussion covers who should be responsible for data quality, suggesting that researchers, panel providers, and tech solutions must collaborate to ensure high-quality data.

5. Future of Fraud Prevention: Steven shares his views on the evolving landscape of fraud prevention, advocating for a comprehensive approach that includes pre-survey, during-survey, and post-survey measures.

A question to consider:

How can your organization implement more robust fraud detection and prevention measures to ensure the integrity of your data insights?

If you found this discussion valuable, please share it with others, subscribe to the podcast, and leave a review. Listen to our other episodes for more insights into market research.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, provide sample, or collect data, we make it easy for market researchers to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

we're joined by Elizabeth Oates, a seasoned insights leader and author of 'More Than Just Interesting'. Elizabeth shares her expertise on building impactful insights functions that drive business action.

Key points of discussion

1. The Role of Insights Leaders: Elizabeth emphasizes the responsibility insights leaders have to push businesses forward, advocating for actionable and impactful insights that shape business strategies.

2. From Insights to Action: She discusses the importance of starting with the intended action in mind to ensure insights are aligned with business objectives and lead to tangible outcomes.

3. Strategic Alignment: Elizabeth highlights the necessity for insights teams to align with organizational strategic goals, ensuring that insights are relevant and influential in decision-making processes.

4. Skills for Success: The conversation covers essential skills for insights professionals, including building partnerships and proactive planning, to enhance the impact of their work.

5. Future of Insights: Elizabeth shares her vision for the evolving role of insights in the age of AI and data analytics, stressing the continued importance of keeping the human element at the core of insights work.

Reflecting on Elizabeth's insights, how can your organization better align its insights function with strategic goals to ensure impactful decision-making?

If you found this discussion valuable, be sure to explore Elizabeth's book 'More Than Just Interesting' on Amazon, and listen to our other episodes for more expert insights into market research.

***

Infotools Harmoni is a specialist market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, provide sample, or collect data, we make it easy for market researchers to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Amidst the rise of misinformation (in this case that which is more unintentional than intentional), Jo joined the show to discuss the challenges of interpreting quantitative data and the role of researchers in distinguishing fact from fiction.

1. Misinterpretation of Quantitative Data: Jo highlights how quantitative data is often misinterpreted by staff in non-research roles, which can lead to significant errors in decision-making.

2. The Rise of Misinformation: The conversation explores the increasing difficulty in distinguishing fact from fiction and the responsibility researchers have in acting as credible fact-checkers.

3. Professional Ethics in Research: Jo emphasizes the importance of maintaining ethical standards in research to preserve trust in the market research profession.

4. Understanding Probabilistic Data: The discussion covers the need for researchers to communicate the inherent uncertainties in data to avoid misinterpretation by stakeholders.

5. Examples of Misinterpreted Data: Jo shares real-world examples where data misinterpretation led to strategic errors, underlining the importance of presenting data in an accessible manner.

Question of the episode that you can consider… How can your organization improve its processes to ensure that data insights are accurately interpreted and effectively communicated to decision-makers?

Thank you for tuning into this episode of 'Now that's Significant.' If you found this discussion valuable, please share it with others, subscribe to the podcast, and leave a review. Listen to our other episodes for more insights into market research.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, provide sample, or collect data, we make it easy for market researchers to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Lauren shares her journey from being a professional equestrian to a leading figure in market research, discussing the challenges and significance of getting stakeholder buy-in for research endeavors.

Key points of discussion

1. The Journey to Market Research: Lauren narrates her unconventional path from equestrian pursuits to discovering a passion for research during her master's degree at Northwestern University, which eventually led to a PhD at Stanford.

2. Stakeholder Buy-In: A significant portion of the discussion revolves around the importance of getting buy-in from cross-functional teams and stakeholders. Lauren emphasizes relationship building and understanding the organizational dynamics to effectively integrate research insights into business strategies.

3. Skepticism in Research: The conversation delves into the skepticism surrounding market research, especially in tech companies where data science dominates. Lauren highlights the need to demonstrate the rigor and unique value of qualitative and quantitative research to overcome this skepticism.

4. Framework for Gaining Support: Lauren outlines her framework for gaining stakeholder support, which includes building personal relationships, making difficult stakeholders allies, and educating teams about the importance and nuances of research.

5. Future of Research: The episode concludes with Lauren expressing optimism for the future of research, emphasizing the importance of understanding consumer behavior and leveraging technological advancements to enhance research productivity.

Reflecting on Lauren's insights, how can organizations better integrate market research into their strategic decision-making processes to ensure that consumer insights are at the forefront?

If you find value in this discussion, be sure to listen to our other episodes for more expert insights on market research.

***

Infotools Harmoni is a specialist market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, provide sample, or collect data, we make it easy for market researchers to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Lisa shares her journey of exploring joy through consumer insights and how it can drive both personal and professional success.

Key takeaways from this episode

1. Joy as an Economic Driver: Lisa highlights that joy is not just a feel-good factor but a powerful economic driver. When joy surpasses fear, it can propel economic recovery and business success.

2. Evolving Consumer Insights: Over her 30-year career, Lisa has learned to adapt her approach to consumer insights, emphasizing the need to stay innovative and sharp in understanding consumer behavior.

3. Impact of the Pandemic on Joy: During the pandemic, Lisa conducted ongoing surveys to track levels of joy versus fear. Her data revealed that joy significantly impacts economic activity and recovery rates.

4. Human Connection in Business: The book and Lisa's research stress the importance of fostering human connections in both personal and professional settings to enhance workplace culture and innovation.

5. Joy in Business Strategy: Lisa argues that incorporating joy into business strategies can help companies adapt to the new normal by reminding consumers why they love certain brands and encouraging customer engagement.

Tune in on major podcast platforms to stay informed about the latest trends and strategies in consumer insights.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, provide sample, or collect data, we make it easy for market researchers to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see thing

Bob shares his insights on promoting transparency and improving data quality, emphasizing the need for structural changes to restore trust between buyers, participants, and intermediaries in the market.

Key takeaways from this episode

1. Importance of Data Quality: Bob highlights the intractable challenges facing data quality in the industry, comparing it to a 'lemon market' where buyers and sellers struggle with trust. He emphasizes the need for a structured clearinghouse to ensure transparency and improve data quality across the board.

2. Role of a Clearinghouse: The Data Quality Co-op aims to act as an independent clearinghouse, similar to credit reporting agencies, providing a broader understanding of data quality and offering a platform for buyers and sellers to align expectations.

 3. Market Dynamics and Trust: The insights market is characterized as a two-sided ecosystem with inherent challenges in trust and collaboration. Bob discusses how better communication can break the cycle of competitive pressures and improve industry standards.

4. Optimism for the Future: Despite current challenges, Bob remains optimistic about the industry's ability to address data quality issues by learning from other sectors and implementing solutions that can change market dynamics positively.

5. Preparing for AI Demand: Bob stresses the importance of positioning the industry to meet the growing demand for high-quality first-party data, essential for training AI models, and ensuring that the data used is credible and reliable.

Want to explore other episodes of Now that’s Significant? Tune in on major podcast platforms and stay informed about the latest trends and strategies in consumer insights.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, provide sample, or collect data, we make it easy for market researchers to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see thing

Michelle, who has worked with major brands like Johnson & Johnson and Mars Chocolate, emphasizes the importance of understanding both the benefits and limitations of consumer neuroscience to avoid falling prey to misleading claims and unrealistic expectations. 

Here are five key takeaways from the episode:

Neuroscience is not mind-reading: While neuroscience can provide valuable insights into brain processes, it cannot simply "read minds" or reveal hidden desires.

Beware of neuro-myths: Claims like "95% of decision-making is non-conscious" are often used to promote neuroscience tools but lack scientific validity.

Focus on the research question, not the tool: The choice of neuroscience technique should be driven by the specific research question, not the novelty or popularity of the tool.

Integrate neuroscience with other methods: Combining neuroscience with psychology, behavioral science, and traditional market research methods provides a more comprehensive understanding of consumer behavior.

Education is key to avoiding pitfalls: Investing in education and training for market research teams helps them ask the right questions, critically evaluate claims, and apply neuroscience tools effectively.

Tune in to this episode to gain a balanced perspective on the potential and limitations of consumer neuroscience and learn how to navigate this complex landscape effectively. Don't forget to check out other episodes of "Now That’s Significant" on all major podcast platforms!

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, provide sample, or collect data, we make it easy for market researchers to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see thing

Vivienne, known for her work designing AI systems to address human challenges, challenges the prevailing narrative that AI will free us up to be more creative, arguing that using generative AI to do all the monotonous tasks can actually lead to more routine, mediocre work, which can lead to inferior outcomes.

Instead, Vivienne advocates for AI to be used in such a way that makes your job harder. If AI can present what you were about to present, then what value are you bringing to the table? Therefore, we need to use AI in such a way that it challenges our position, helps us think far more deeply about our challenge, and go well beyond what's served up to us with LLMS.

Otherwise, we risk producing things that look and sound very similar to everyone else, and no-one is any wiser.

Here are five key takeaways from the episode:

AI can inadvertently stifle creativity: By automating routine tasks, AI can lead to an increase in those tasks, rather than freeing up time for more creative endeavors.

Human uniqueness is crucial for innovation: The true value of human intelligence lies in exploring the unknown and asking ill-posed questions, a domain where AI currently falls short.

Embrace uncertainty and diverse perspectives: To foster creativity, individuals and teams must be comfortable with uncertainty and seek out diverse perspectives that challenge conventional wisdom.

Reward productive friction: Organizations should incentivize exploration and reward individuals for being productively wrong, as this leads to greater collective intelligence and innovation.

Collaborate with AI, don't be replaced by it: Rather than blindly following AI's suggestions, individuals should engage in a dynamic collaboration with AI, challenging its outputs and using it to enhance their own creative thinking.

Tune in to this thought-provoking episode to learn more about the evolving relationship between AI and human creativity, and how we can harness AI's power while preserving our unique human capabilities. Don't forget to check out other episodes of Now that's Significant on YouTube or on most major podcast platforms.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, provide sample, or collect data, we make it easy for market researchers to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Tom, with 25 years of experience on both the agency and client side, shares valuable lessons learned from building the consumer insights function at Del Taco from the ground up and navigating the complexities of a merger with Jack in the Box.

Here are five key takeaways from the episode:

Passion for insights can stem from inspiring mentors: Tom's journey began with a college professor who ignited his interest in market research, highlighting the impact mentors can have on shaping careers.

Understanding the full impact of insights requires client-side experience: Tom transitioned to the client side to gain a deeper understanding of how insights are used to drive business decisions.

Cross-functional collaboration is essential for maximizing impact: Building relationships with stakeholders across different departments allows consumer insights to influence a wider range of decisions.

Strategic prioritization is crucial for managing research budgets: A "barbell strategy," balancing high-impact strategic research with efficient, tactical research, helps optimize resource allocation.

Adapting to evolving consumer behavior is key for success: Understanding the nuances of consumer behavior in a changing economic and social landscape is crucial for developing effective strategies.

Tune in to this episode to learn more about Tom Johnson's insights on building a successful consumer insights function and navigating the challenges of the fast-food industry.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, provide sample, or collect data, we make it easy for market researchers to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Here are five key takeaways from the episode:

The marketing landscape has shifted dramatically: The rise of digital and social media has led to a significant decline in traditional advertising spending, with a corresponding increase in short-term, performance-driven marketing tactics.

Short-termism can hinder long-term brand building: The pressure to demonstrate immediate ROI can lead marketers to prioritize short-term gains over long-term brand building, potentially sacrificing brand equity and customer relationships.

Brands need a clear purpose and values: To navigate the changing marketing landscape, brands must define their core values and purpose, ensuring that all marketing activities align with these foundational elements.

Qualitative insights remain crucial: Despite the popularity of quantitative data, qualitative research provides valuable insights into consumer motivations, emotions, and brand relationships, which are essential for effective brand building.

Balance is key: Marketers must strike a balance between short-term performance goals and long-term brand building, utilizing a mix of quantitative and qualitative research to inform their strategies.

Don't forget to check out other episodes of "Now that's Significant" on YouTube and all major podcast platforms! 

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, provide sample, or collect data, we make it easy for market researchers to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Adam, co-author of the book "Outsmart Your Instincts: How the Behavioral Innovation Approach Drives Your Company Forward," shares his insights on how cognitive biases can hinder innovation and offers strategies for mitigating their impact.

Here are five key takeaways from the episode:

Cognitive biases can undermine innovation: Biases like negativity bias, confirmation bias, and status quo bias can stifle creativity and prevent teams from exploring new ideas.

Awareness is the first step to mitigation: Recognizing and understanding these biases is crucial for making conscious decisions that promote innovation.

Curiosity and experimentation are essential: Embracing a mindset of curiosity and a willingness to experiment can help overcome the limitations of cognitive biases.

The Johari window helps map knowledge and awareness: This tool can be used to identify knowledge gaps and guide teams towards a shared understanding of the problem space.

Behavioral innovation provides a framework for success: By understanding and addressing cognitive biases, teams can create a more effective and innovative environment.

Tune in to this episode to learn more about the power of behavioral innovation and how it can help you overcome cognitive biases to drive innovation. Don't forget to check out other episodes of "Now That's Significant" on all major podcast platforms! 

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, provide sample, or collect data, we make it easy for market researchers to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Professor Kraus, an expert in marketing and consumer insights, shares his unconventional journey through the world of market research, highlighting the challenges and opportunities he's observed along the way.

Here are five key takeaways from the episode:

Collaboration is key: Professor Kraus emphasizes the potential for fruitful partnerships between industry professionals and academics, benefiting both students and companies.

Survey quality remains a challenge: Despite advancements in technology, ensuring high-quality survey data is an ongoing struggle for the industry.

Education empowers the next generation: Professor Kraus finds fulfillment in educating aspiring market researchers, equipping them with the skills and confidence to navigate a rapidly evolving field.

AI is a powerful tool, but human insights are still essential: While AI offers valuable capabilities, human creativity and the ability to synthesize insights remain crucial for success in market research.

Gen Z requires a different approach: Engaging younger audiences requires understanding their unique values, preferences, and digital habits, emphasizing relevance and authenticity.

Tune in to this episode to learn more about the evolving landscape of market research and the exciting possibilities for collaboration between academia and industry. Don't forget to check out other episodes of Now That's Significant on all major podcast platforms!

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, provide sample, or collect data, we make it easy for market researchers to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

The episode focuses on how blending the science of research with the art of insight can drive innovative thinking and problem-solving for businesses.

Key Takeaways:

1. Blending Science and Art: John emphasizes the importance of integrating the scientific aspects of research with the creative process to foster innovative solutions. This approach helps businesses move beyond traditional methodologies to explore new possibilities.

2. Role of Insights in Innovation: Insights are not just about data; they serve as inspiration for new ideas. John discusses how insights can be a catalyst for creativity, leading to transformative business outcomes.

3. Unconventional Approaches: By using unique methods, such as bringing in unexpected experts like an alligator wrangler, John demonstrates how unconventional approaches can unlock powerful insights and foster creative thinking.

4. Connecting the Dots: John highlights the importance of connecting disparate pieces of data to see the bigger picture. This holistic view enables businesses to uncover deeper insights and develop more effective strategies.

5. Becoming Thought Leaders: Researchers should aim to be thought leaders rather than mere order-takers. By understanding client needs and delivering insights that drive strategic decisions, they can elevate their role within organizations.

Check out more episodes of Now That’s Significant for further insights into market research and innovation on major podcast platforms.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, provide sample, or collect data, we make it easy for market researchers to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Here are five key takeaways from the episode

Balancing local and global needs is crucial: Global brands must cater to both local market nuances and overarching strategic goals, ensuring that research findings are relevant and actionable for all stakeholders.

Flexibility and standardization are key: While standardized methodologies provide consistency, allowing for local adaptations ensures that research reflects cultural differences and market-specific dynamics.

Communication is paramount: Open and frequent communication between central and local teams fosters trust, collaboration, and a shared understanding of research objectives and findings.

Brand perception transcends categories: Consumers often view a brand holistically, regardless of the specific product or service they are using, highlighting the importance of measuring overall brand sentiment.

Centralized platforms empower local teams: User-friendly research platforms that provide timely access to data and insights enable local teams to make informed decisions and contribute to global strategic goals.

Tune in to this episode to learn more about navigating the complexities of global market research and building a strong, consistent brand across diverse markets. Don't forget to check out other episodes of "Now that's Significant" on all major podcast platforms!

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, provide sample, or collect data, we make it easy for market researchers to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

This discussion explores the importance of adopting an outside perspective, particularly in understanding that our products and services may not hold as much importance to customers as we believe. Jeff shares insights from his career, emphasizing the need to genuinely understand customer needs and avoid the pitfalls of overconfidence and internal bias.

Key takeaways from this episode include:

1. The Outside Voice: Jeff introduces the concept of the 'outside voice,' inspired by Daniel Kahneman, which encourages companies to seek external perspectives to gain a realistic understanding of their products' significance to customers, rather than relying solely on internal views.

2. Customer-Centric Approach: Many organizations claim to be customer-centric, but true customer obsession involves deeply understanding customer needs and challenges and continuously aligning every aspect of the business to improve customer satisfaction and loyalty.

3. The Perils of Optimism: Teams often suffer from over-optimism, neglecting competitive realities and external benchmarks. This bias can lead to unrealistic expectations and ineffective decision-making, highlighting the need for diverse perspectives and devil’s advocates in discussions.

 4. Listening to Customers: While direct customer feedback is valuable, understanding their broader context and challenges is crucial. This helps in creating solutions that address their real needs, rather than simply acting on articulated desires.

5. Pre-Mortem Techniques: Conducting pre-mortem exercises helps teams anticipate potential failures before launching products or campaigns, enabling them to address possible issues proactively and increase the chances of success.

Don't miss out on more insightful discussions and expert perspectives. Check out other episodes of 'Now That’s Significant' on major podcast platforms to stay informed about the evolving landscape of market research and consumer insights.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

The episode delves into Stefanie's career journey, which sees her reflect on some the lessons she has learned along the way, and what she would love to have known earlier as a market researcher.

Key takeaways from this episode:

1. Career Path and Industry Engagement: Stefanie emphasizes the importance of staying connected with the industry, even as one gains seniority and becomes busier with leadership responsibilities.

 2. Challenges of Client-Side Roles: Stefanie discusses the difficulty of keeping up with technological advancements and vendor capabilities while working client-side, highlighting the importance of industry events and networking.

3. Value of Diverse Experience: Stefanie shares how her varied background across different sectors and roles has equipped her with a broad perspective, stressing the value of being a generalist in market research.

4. Importance of Methodology Flexibility: She cautions against rigid, off-the-shelf methodologies, advocating for flexible research designs that can adapt to a company's evolving needs.

5. Integration of Research and Data: Stefanie underscores the potential of integrating market research with internal data to gain deeper insights and a more comprehensive understanding of consumer behavior.

For latest insights and trends in market research, check out more episodes of 'Now That’s Significant' on major podcast platforms and stay informed about the evolving landscape of consumer behavior and technology.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Alexis brings her expertise in leveraging mixed methods and fostering cross-functional relationships to deliver actionable insights. Devora, known for her innovative approach, has led research teams and developed methodologies for global brands.

The discussion centers around a fascinating study on content variety and its impact on user engagement on TikTok, offering valuable insights for brands looking to optimize their content strategies.

Key takeaways from the episode:

1. Importance of content variety: 64% of TikTok users prefer brands that offer a diverse range of content. This variety not only enhances engagement but also increases positive emotions among users, making them more likely to interact with the brand.

2. Role of creators: A mix of brand-led and creator-led content is highly effective in engaging audiences. Users find content from a variety of creators more relatable and authentic, which helps brands achieve better metrics in terms of engagement and trust.

3. Emotional connection: Diverse content boosts positive emotions, with users showing a 65% increase in positive feelings when exposed to a variety of content. This emotional connection translates to higher engagement and stronger brand loyalty.

4. High and low production content: Both high and low production content have roles to play in a successful TikTok strategy. Shorter content, particularly under 31 seconds, performs exceptionally well, and featuring the product throughout the video often leads to the best results.

5. Practical implementation: Brands should experiment with different content types and leverage creators to enhance relatability and trust. By using a mix of high and low production content and varying the creators, brands can effectively engage their audience and drive better outcomes.

Check out more episodes of Now That’s Significant on major podcast platforms and stay informed about the evolving landscape of consumer behavior and technology.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

This episode of "Now That's Significant, a market research podcast," features a roundtable discussion with industry experts John O'Toole, Glen Wright, Maria Tyrrell, and Horst Feldhaeuser, all of whom have been involved in the Research Effectiveness Awards. The discussion, hosted by Research Association New Zealand Chair Ian Mills, centers around the awards process, offering valuable insights for potential entrants. 

Here are five key takeaways from the episode:

Impact is paramount: The judges emphasize that the primary focus of the awards is the impact of the research on the client's business or on society, not just the methodology employed.

Tell a compelling story: A well-crafted narrative that highlights the context, challenges, solutions, and results of the research is crucial for capturing the judges' attention.

Collaboration is key: Successful entries often showcase strong collaboration between researchers, agencies, and clients, demonstrating a shared commitment to achieving impactful outcomes.

Don't be afraid to showcase societal impact: Research that addresses social issues or contributes to positive change in the community is highly valued.

Start with the end in mind: When embarking on a research project, consider its potential for effectiveness and impact from the outset, aiming to create work worthy of recognition.

Don't miss this opportunity to showcase your impactful research and contribute to the advancement of our industry! Submit your entries to the Research Effectiveness Awards and let your work shine. 

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Kristian, with a PhD in psychology and over 20 years of experience in marketing, shares his insights on how understanding consumer narratives can transform brand relationships.

Here are five key takeaways from the episode:

1. Narrative psychology helps us understand consumers on a deeper level: By examining the stories consumers tell about their experiences, we gain insights into their motivations, values, and relationships with brands.

2. Context is crucial for understanding consumer behavior: The meaning of a behavior can change dramatically depending on the context, so it's essential to consider the broader circumstances surrounding consumer actions.

3. Brands should strive to be supportive characters in their customers' stories: Instead of positioning themselves as heroes, brands should aim to play a supporting role, empowering customers to be the heroes of their own narratives.

4. Human moderation is essential for capturing the nuances of consumer stories: While AI can be a valuable tool, human moderators are better equipped to detect inauthenticity and understand the emotional depth of consumer narratives.

5. The future of branding lies in human authenticity: As AI becomes more prevalent in consumer experiences, there will be a growing demand for brands that offer genuine human connection and authenticity.

Tune in to this episode to learn more about the power of narrative psychology in branding and market research. Don't forget to check out other episodes of "Now That's Significant" on all major podcast platforms! 

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Naomi's background includes leading research teams at Meta (formerly Facebook), Uber, Pinterest, and Workday, as well as academic roles at SurveyMonkey and Ipsos. With a PhD in cognitive psychology and a teaching role at USC, Naomi offers a unique blend of academic rigor and practical experience.

 Key takeaways from this episode:

1. Career Journey and Expertise: With her journey in the insights industry including considerable time in academia, Naomi was able to bring fresh perspectives into her work. She since gained a wealth of knowledge and experience in UX research and cognitive psychology experience which has enabled her to go on to lead research teams in some exciting tech companies.

2. Importance of Research Integration: Naomi emphasizes the value of integrating research within organizations. She points out that while research skills are essential, they must be complemented by excellent communication and cross-functional collaboration to be effective in a business context.

3. Applied Psychology in the Workforce: Naomi discusses how applied psychology can be leveraged in various industries. She teaches foundational principles at USC that prepare students for diverse careers in UX and market research, underscoring the importance of understanding human behavior in business applications.

4. Emerging UX Trends: The future of UX research includes greater use of AI and personalization. Naomi highlights trends such as AI-driven automation, which streamlines user experiences, and the integration of mixed methods for holistic insights. These advancements are set to transform how researchers and businesses understand and interact with users.

5. Big R Concept: Naomi introduces the idea of 'Big R,' positioning research as a strategic function that spans multiple areas within a company, from market research to people research and UX. This holistic approach aims to elevate the role of research in driving informed decision-making across all levels of an organization.

Check out more episodes of Now That's Significant on major podcast platforms and stay informed about the evolving landscape of consumer behavior and technology.

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Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

The Insight Awareness Index aims to address this challenge by providing a benchmark for market research and insights companies to measure their brand awareness and track it year after year. The index will survey industry professionals, asking them to name companies they associate with specific market research needs, such as brand building, customer experience, or innovation, going beyond simply measuring open rates or website traffic.

Here are five takeaways from the conversation: 

The "Cobbler's Children Have No Shoes" Problem: Market research companies often excel at advising clients on marketing but struggle to apply those same principles to their own brand building.

The Importance of Long-Term Brand Salience: B2B purchasing decisions are often driven by brand recall and mental availability, making long-term brand building crucial for market research companies.

Moving Beyond Short-Term Metrics: Measuring open rates and website traffic is not enough; market research companies need to focus on metrics that reflect long-term brand awareness and impact.

The Power of Events and Thought Leadership: Davison highlights events and thought leadership as particularly effective ways to drive awareness and build relationships in the market research industry.

The Insight Awareness Index as a Benchmarking Tool: The index will provide valuable data for companies to track their brand awareness over time, identify effective marketing strategies, and benchmark themselves against competitors. 

The first set of results from the Insight Awareness Index is expected to be released in the fourth quarter of 2024, offering valuable insights into the industry's perception of different companies and the effectiveness of their marketing strategies. To learn more about the index, participate in the survey, or access the results, visit insightplatforms.com.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Here are five key takeaways from the episode:

1. Building a high-performing team is crucial: Prioritize cultural fit, shared values like hard work and integrity, and a blend of intelligence and experience when assembling your team. 

2. Demonstrating the ROI of insights is an ongoing endeavor: Continuously showcase your team's value by aligning projects with business objectives, delivering tangible results, and building relationships with key stakeholders.

3. Strategic projects can be game-changers: Initiatives like market segmentation projects, as exemplified by Emily, can significantly impact business growth and solidify your team's reputation.

4. Mentorship and empowerment are essential: Invest in your team's growth by providing opportunities to present, lead, and develop their personal brands within the organization.

5. Networking and external engagement are invaluable: Encourage your team to participate in industry conferences, build connections, and seek learning opportunities beyond the confines of your organization.

Tune in to this episode and discover more valuable insights from Emily Paladino on building and leading high-impact customer insights teams. Don't forget to check out other episodes of "Now That's Significant" on all major podcast platforms! 

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool

Key Takeaways:

1. Augmented Reality's Evolution and Utility:

AR is a digital layer that enhances the world around us. Snapchat uses AR to empower users to express themselves, learn about the world, and have fun, as exemplified by their viral lenses.

2. Research Insights and Advertisers:

The Snapchat Research and Insights Team focuses on substantiating why marketers should advertise on Snapchat and how to reach their audience effectively, particularly through AR.

3. AR and Sustainability:

AR can significantly contribute to sustainability by reducing shopping returns and material waste. Snapchat's research shows that AR can drive a 46% reduction in carbon emissions compared to traditional shopping methods.

4. Attention and AR:

Snapchat's AR experiences capture five times more active attention compared to other platforms, enhancing both short-term brand choice and long-term brand loyalty.

5. Future of AR:

Emerging technologies like generative AI and machine learning will further augment AR's capabilities, leading to new, immersive consumer experiences and innovative advertising methods.

Don't miss out on the latest insights and trends in market research and AR. Check out more episodes of 'Now That's Significant' on major podcast platforms and stay ahead in understanding consumer behavior and technological advancements.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool

Finding a Home in Market Research: The field often attracts individuals with diverse backgrounds who are drawn to its unique blend of curiosity and analytical thinking.

Balancing Data and Storytelling: Effective market research involves using data as a foundation for crafting compelling narratives that resonate with decision-makers.

Overcoming the "Nobody Listens to Me" Mentality: Market researchers should focus on understanding their audience and tailoring their communication to effectively convey insights.

Embracing AI in Market Research: AI presents both opportunities and challenges for market research, requiring adaptability and a willingness to integrate new technologies.

The Importance of Concise Communication: As professionals rise in their careers, they must learn to communicate complex information succinctly and tailor their message to different audiences.

To hear more insightful discussions on the world of market research, tune in to other episodes of "Now That's Significant" on major podcast platforms. 

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool

Host Michael Howard brings you a panel discussion from the Research Association New Zealand's AGM, featuring experts from various sectors. The panel, moderated by Chair Ian Mills, includes Rob Clark from Seek, Carin Hercock from Ipsos, Jason Shoebridge from NZIER, and Liza Van der Merwe from Deloitte Access Economics.

Here are five key points discussed:

This Time Feels Different: The panel agrees that the current economic climate feels different from past recessions. Factors like the rapid transition from a high-spending Covid period to a recession, the reliance on migration for economic growth, and the impact of global geopolitical tensions contribute to this unique situation.

Consumer Confidence and Inflation: Consumer confidence is low, driven by high inflation and the rising cost of living. The panel discusses the impact of housing costs and mortgage rates on consumer sentiment, noting that inflation in New Zealand remains stubbornly high compared to other countries.

The Power of Narrative: The discussion highlights the influence of media narratives on public perception of the economy. The panel emphasizes the need for market researchers to be a voice of reason, providing data-driven insights to counterbalance negative or sensationalized reporting.

Financial Literacy and Transparency: The panel raises concerns about financial literacy levels and the need for greater transparency in communicating economic data to the public. They suggest that market researchers can play a role in educating consumers and helping them understand the impact of economic trends on their lives.

Productivity and Innovation: The panel identifies low productivity as a key challenge for the New Zealand economy. They discuss the need for greater investment in technology, innovation, and skills development to boost productivity and drive sustainable economic growth.

A question for our listeners:

How can market researchers effectively communicate complex economic data to the public in a way that is both accurate and engaging, fostering greater understanding and informed decision-making?

Enjoy the podcast

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool

Here are five key takeaways from their conversation:

1. The Power of Workshops: Both Michael and Daniel express a strong preference for interactive workshops over traditional presentation-style sessions at conferences. They find that workshops offer a more engaging and collaborative learning environment, fostering deeper understanding and connection among participants.

2. Navigating the AI Hype: The hype surrounding AI in market research is undeniable. Daniel, while acknowledging the potential of AI, advises listeners to approach AI solutions with a healthy dose of skepticism. He emphasizes that the industry is still in the early stages of understanding and harnessing AI's capabilities.

3. The Importance of Backup Plans: The recent CrowdStrike outage serves as a stark reminder of the vulnerabilities of relying solely on interconnected systems. This event highlights the need for businesses to have backup plans in place to mitigate disruptions caused by technology failures.

4. The Rise of Synthetic Data: Daniel shares his perspective on the growing use of synthetic data in market research. While acknowledging the potential benefits, he also points out the importance of addressing the perception of synthetic data as being less valuable than "real" data.

5. Maintaining Curiosity and Connection: Both Michael and Daniel emphasize the importance of fostering genuine curiosity and connection within the market research community. They believe that by focusing on shared goals and a passion for understanding human behavior, corporate research teams and industry suppliers can bridge the gap and drive meaningful progress.

How can we create more collaborative and engaging experiences at industry events that move beyond transactional interactions and foster genuine connection and knowledge sharing?

Tune in to future episodes of "Now That’s Significant" for more insights and discussions on the latest trends in market research. Subscribe to the podcast on your preferred platform and share it with your network. Your reviews and feedback are greatly appreciated.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool

Contrary to popular belief, the world population will not continue to grow indefinitely but is expected to peak around 9 billion (rather than the 11.4 billion) before starting to shrink. Below are five key takeaways from the podcast. 

Economic Contraction: A shrinking population will lead to economic contraction due to a decrease in consumption. As the population ages, there will be less demand for consumer goods, leading to slower economic growth. 

Shifting Power Structures: Countries with shrinking populations, like China, could lose their dominant positions in manufacturing as their workforces shrink and labor costs rise. This could lead to a shift in global power dynamics. 

Social Impacts and Cultural Extinction: Population decline, coupled with urbanization, could lead to the cultural extinction of indigenous populations. As younger generations move to urban areas, they may not carry on the languages and traditions of their cultures. 

Political Ramifications: With a smaller younger generation, the voting power of older generations will increase. This could result in policies that disproportionately favor the needs of the elderly, such as long-term care and pensions, potentially leading to generational conflicts. 

Unsustainability of Perpetual Growth: The current economic model, which relies on perpetual revenue growth, is unsustainable in the face of a shrinking customer base. Businesses will need to adapt and innovate to remain profitable in a world with fewer consumers. 

To delve deeper into these thought-provoking insights and more, listeners are encouraged to check out other episodes of "Now That's Significant" on major podcast platforms. 

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool

Vera provides a glimpse into the vast landscape of Warner Bros. Discovery, highlighting the diverse range of titles and genres. She delves into the structure of the insights function at the company, emphasizing the collaborative efforts between teams focused on specific areas like film, TV, and streaming, and those with a broader, more strategic purview.

Vera emphasizes the importance of understanding consumer behavior, particularly in today's rapidly evolving entertainment landscape. She shares intriguing insights, such as the phenomenon of "rationing," where viewers intentionally slow down their consumption of beloved series to 'milk out' and delay the inevitable ending to one of their favorite shows. She also discusses the unique viewing habits of younger generations, like millennials and Gen Z, and how their preferences are shaping content creation strategies.

Vera emphasizes the importance of both qualitative and quantitative research methods, including traditional techniques and more experimental approaches like qual research and behavioral quant techniques.

She highlights the significance of data visualization and storytelling in bringing insights to life and influencing stakeholder action.

Vera discusses the importance of leveraging both first-party and third-party data sources, including social listening and syndicated data, to gain a comprehensive understanding of consumer behavior.

She shares her excitement about the potential of AI and machine learning in revolutionizing the insights sector, in areas like adaptive conjoint analysis, natural language processing for data querying, and automated data visualization.

Vera underscores the importance of staying ahead of the curve in a rapidly changing entertainment landscape, with the rise of new formats like vertical video and immersive technologies like AR and VR.

Subscribe to "Now That's Significant" on YouTube or your favorite podcast platform. 

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Five key points discussed are:

1. The importance of balancing consumer and customer centricity when innovating in retail.

2. Understanding both front-end and back-end innovation to ensure successful implementation.

3. The need for cross-functional collaboration, bringing together expertise from marketing, sales, and insights.

4. The importance of human insights alongside data, recognizing that data alone lacks context and emotion.

5. The evolving landscape of retail, with marketplaces and platforms gaining dominance while physical retail still holds a place for experiential shopping.

One thing for listeners to consider whilst listening to this episode, is how can businesses effectively leverage AI and data analytics while maintaining a human-centric approach to retail?

Tune in to future episodes for more insights and discussions on the latest trends in market research. Subscribe to Now That’s Significant on your preferred podcast platform and share it with your network. Your reviews and feedback are greatly appreciated as we continue to explore the ever-evolving world of market research, plus its impact on business decisions and ultimately the consumer. 

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Henkel shares her experience overhauling outdated data systems at The Vision Counsel, emphasizing the importance of data quality, security, and accessibility. She discusses the challenges of updating a 20-year-old tracker survey while maintaining historical data for trend analysis.

Henkel also provides insights into the unique nature of market research at a trade association, explaining how The Vision Counsel conducts both economic and consumer research to benefit its members across the optical industry.

Henkel reveals that The Vision Counsel is increasingly incorporating qualitative research and leveraging big data sets for economic analysis. She also discusses the importance of partnering with research providers who prioritize data quality, integration capabilities, and high-quality data visualization.

Here are seven key takeaways from the episode:

+ Transitioning from program evaluation to market research in a non-profit environment involves learning new terminology and adapting to different reporting styles.

+ Leading with research results and providing methodological details as supplementary information is crucial in the commercial sector.

+ Program evaluators can learn from market researchers about effective communication and packaging of research insights.

+ Market researchers can benefit from program evaluators' focus on participant-centered research and culturally sensitive language.

+ Modernizing data systems and processes is essential for ensuring data quality, security, and accessibility.

+ Updating outdated research instruments requires careful consideration of historical data and effective change management strategies.

+ Trade associations play a unique role in market research, providing both economic and consumer insights to benefit their members.

Tune in to future episodes of Now That’s Significant for more insightful discussions on the latest trends in market research. 

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Aparnaa shares perspectives on how insights professionals can shape business strategy, emphasizing the importance of serendipity, a passion for excellence, and an entrepreneurial spirit. She highlights her inquisitive nature and how her background in sales, brand marketing, and insights, coupled with her education in technology, has shaped her approach to market research.

Aparnaa discusses the critical role of customer and consumer insights in today's fast-paced business environment. With data abundance, understanding consumer needs, fostering loyalty, driving innovation, and mitigating risks are crucial for success.

She emphasizes the power of insights professionals to influence business strategy by transforming data into meaningful and actionable insights for leadership teams.

Aparnaa provides valuable strategies for effectively communicating complex insights to senior leadership. She emphasizes understanding the audience, their decision-making process, and presenting information clearly and concisely. Aparnaa also highlights the importance of aligning with stakeholders, preparing pre-reads, and adapting communication styles for different departments like sales and innovation.

Some key takeaways from the discussion include:

- Understand your audience and tailor your message to their needs.

- Develop a strong understanding of your company's business goals and how your insights can help achieve them.

- Be able to clearly and concisely communicate your findings to both technical and non-technical audiences.

- Build relationships with key stakeholders across your organization.

- Stay up-to-date on the latest trends and technologies in market research.

The resources mentioned in this podcast are: Emotional Intelligence by Daniel Coleman, Start with Why, Simon Sinek, Win Every Argument- Mehdi Hasan, How to win friends and Influence people – Dale Carnegie, Mel Robbins Podcast, and The Alchemist by Paulo Coehlo.

For more insightful conversations with market research experts, subscribe to "Now That's Significant" on YouTube or your favorite podcast platform. 

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Here are five key takeaways from the episode:

1. Commercial drivers of AI: AI can automate mundane and repetitive tasks, freeing up employees for more strategic and higher-value work, potentially leading to revenue growth and reduced costs.

2. Preparing for an AI-driven workplace: Employees should be open to AI, identify tasks suitable for automation, and embrace upskilling opportunities. Leaders need to be transparent about their AI adoption strategies and encourage employee input.

3. Uniquely human characteristics: While AI can mimic creativity, curiosity, competitiveness, and compassion to some extent, humans have a limitless capacity for these traits.

4. The importance of human creativity: Consumers value human-driven creativity, as seen in the enduring popularity of live music and the rejection of performance-enhancing drugs in sports.

5. The power of human curiosity: True curiosity involves active listening and a willingness to act on new information, something AI cannot fully replicate.

After listening to episode, it's well worth considering: In a world increasingly shaped by AI, how can we leverage our uniquely human strengths to thrive in the future of work?

Tune in to other episodes of Now that's Significant for more insights on the latest advice, trends, and innovations in the insights industry.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool. 

Keller highlights the significant size of the creator economy, revealing that a staggering 27 million paid creators exist in the US, representing 14% of consumers aged 16 to 54. The study also found that 70% of Americans in the same age group follow creators and influencers, with 60% engaging with creator content daily. Keller emphasizes that creator content consistently outperforms traditional advertising across various dimensions, including relevance, emotional connection, trustworthiness, and uniqueness.

The study reveals that consumers primarily seek entertainment and educational value from creator content. Food, beverage, and cooking content emerged as the most popular category, followed closely by entertainment. Instagram and YouTube are the dominant platforms for creator content consumption, with TikTok trailing in third place. Importantly, 80% of consumers reported taking further action after engaging with creator content, with a significant portion researching brands' websites and making purchases.

Here are seven key takeaways from the episode:

+ The creator economy is a significant force, with a vast number of creators and followers.

+ Creator content surpasses traditional advertising in effectiveness across multiple aspects.

+ Consumers value entertainment, education, and product reviews from creator content.

+ Instagram, YouTube, and TikTok are the leading platforms for creator content consumption.

+ Creator content drives consumer action, including brand research, social media engagement, and purchases.

+ Brands should partner with creators who align with their target audience and values.

+ Marketers can leverage creator insights to optimize their strategies and amplify brand messaging.

 Tune in to future episodes of Now that’s Significant for more insightful discussions on the latest trends in market research.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

This episode focuses on three key categories of concern:

Usability, Learning Curve, and Team Adoption

Software Complexity: Michael emphasizes the importance of user-friendly interfaces and intuitive design. He suggests looking for software that focuses on specific needs rather than trying to be everything to everyone. He also highlights the importance of comprehensive training and readily available customer support.

Disruption to Current Projects: Michael recommends phasing in adoption gradually, starting with smaller teams or pilot programs. Running the new system parallel to existing workflows can also provide valuable insights and minimize risk.

Team Resistance to Change: Including team members in the selection process and soliciting their feedback can encourage buy-in. Identifying internal champions and highlighting the benefits of the new software can also ease the transition.

Impact on Workflow and Productivity

Added Workflow Complexity: Michael advises against replacing like-for-like solutions and emphasizes the importance of significant value-add. Conducting a time analysis of current processes compared to the proposed software workflow can reveal potential time savings and bottlenecks.

Actionable Insights: Set up personalized demos with past projects to compare results and identify potential improvements in data accuracy and insights. He also suggests leveraging case studies, testimonials, and industry reports to gauge the software's effectiveness.

Time Constraints: Michael recommends prioritizing essential features based on organizational goals and delegating the initial research and utilizing online software review platforms and industry reports can also streamline the process.

Technical Capabilities and Requirements

Data Accuracy and Reliability: Michael suggests inquiring about the software's data sources, validation methods, quality control measures, and compliance with regulations like GDPR and CCPA.

Meeting Specific Research Needs: Clearly define their research requirements and data complexities. He advises seeking vendors who are transparent about their software's capabilities and limitations and are willing to discuss potential workarounds.

Data Migration Challenges: Consider future data migration needs. He recommends prioritizing software that allows for easy data export in industry-standard formats, ensuring flexibility and avoiding vendor lock-in.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Feel free to check out our platform and services at www.infotools.com

Victoria shares fascinating insights from Wonder's recent 'research on research', revealing how organizations are facilitating and utilizing market research across their entire structure, and how they are adapting their teams, processes, methodologies, and technology stacks in this new era.

Discover five key takeaways from their conversation:

1. High-performing teams prioritize asking the right questions. They emphasize understanding stakeholders' needs and framing inquiries effectively to ensure impactful outcomes.

2. Successful teams embrace a diverse research stack. They leverage a blend of primary, secondary, behavioral, and product data to gain a comprehensive understanding of their target audience.

3. Leading organizations maintain a healthy research cadence. They balance quick ad-hoc inquiries with ongoing monitoring and larger-scale projects to stay agile and informed.

4. AI tools are transforming research workflows. While researchers acknowledge AI's potential, they also express concerns about data privacy, accuracy, and the need for human oversight in analysis and decision-making.

5. Collaboration and knowledge sharing are crucial. Breaking down silos and fostering a culture of curiosity empowers teams to leverage insights effectively and drive better business decisions.

Tune in to gain valuable insights into the future of market research and learn how to harness the power of data in a rapidly changing world. Don't forget to subscribe to Now That's Significant on your favorite podcast platform for more insightful discussions.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Discover the key fundamentals for assessing new technologies, the diverse ways market researchers are leveraging technology in their daily work, and common obstacles hindering wider adoption. Bryan also sheds light on how research teams can position themselves for success, and he highlights the tangible benefits of integrating technology into market research processes. 

Five key takeaways from this episode:

1. Understanding the fundamentals of assessing new technology

2. Exploring the diverse applications of technology in market research

3. Addressing the underutilization of technology

4. Setting up research teams for success

5. Recognizing the benefits of market research technology

Tune in to gain valuable insights from Bryan's extensive experience and discover how to harness the power of technology to enhance your market research efforts. If you enjoyed this episode, subscribe to "Now that's Significant" on your favorite podcast platform for more insightful discussions on market research.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Key Takeaways:

Gaming's Economic Powerhouse: The gaming industry has grown exponentially, generating billions in revenue and demanding sophisticated research approaches.

From Quarters to Clicks: The way consumers interact with and spend money on games has transformed, requiring researchers to adapt data collection methods.

Beyond Entertainment: Gaming has permeated various aspects of life, including exercise, education, and user interfaces, highlighting its versatility and impact.

Gamification in Research: While integrating gaming elements into research can enhance engagement, it often presents cost and customization challenges.

The Evolving Gamer: Defining the "average gamer" is increasingly difficult due to the diverse demographics and gaming preferences that exist today.

Research Throughout the Lifecycle: Research plays a crucial role at every stage of a game's lifecycle, from concept testing and playtesting to post-launch analysis and ongoing engagement strategies.

The Rise of Generative AI: Generative AI presents exciting opportunities for game development, but consumer education and understanding are essential for its successful implementation.

Bridging the Gap: Collaborations between gaming companies and brands from other industries are becoming more common, offering unique opportunities to reach new audiences.

We hope you enjoy the episode.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Horst emphasizes the importance of adapting to evolving consumer demographics and utilizing technology advancements. He highlights the need to move beyond traditional survey methods and embrace new data collection techniques, such as passive data and social media analysis. Additionally, he stresses the significance of streamlining data delivery processes and leveraging advanced analytics tools to extract meaningful insights efficiently. 

The conversation underscores the balance between maintaining consistency in tracking studies while also embracing necessary changes. Horst encourages industry professionals to challenge the status quo and actively seek innovative solutions to enhance the quality and effectiveness of brand tracking studies. He emphasizes the ultimate goal of supporting informed business decisions and maximizing the value of these studies in today's dynamic market environment. 

Top 5 Takeaways:

**Brand tracking studies remain relevant but require continuous evaluation and improvement.

**Adapting to changing consumer demographics and leveraging new technologies is crucial.

**Explore alternative data collection methods like passive data and social media analysis.

**Streamline data delivery and utilize advanced analytics tools for efficient insights.

**Embrace change and challenge the status quo to enhance the value of brand tracking studies.

Want to learn more about the evolving world of market research? Be sure to subscribe to "Now That's Significant" and check out other insightful episodes!

We hope you enjoy the show.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Michaela came onto the show to discuss one of the fantastic ways that market researchers can give back to the community - The Race Around The World For Education, run by MREF.

For those who may not know, MREF's mission is to unify, inspire & activate the marketing research community to focus its collective resources to educate children and youth worldwide.

In the brief discussion, Michaela shares some great perspectives on the event, how it can help the community, and why it's a good thing for market researchers to get involved. One of the interesting points that came up was how many times around the earth market researchers had travelled as part of the event. You'd be surprised!

If you want to get involved, you can sign up here Race Around the World for Education (runsignup.com)

If you want to check out the work that MREF is doing around the world, jump onto their website here Home | MREF (mrgivesback.org).

We hope you enjoy the episode (and get involved as well).

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

The episode opens with the host quoting lines from David Bowie's song Changes, which setup a discussion on the changing nature of the market research industry, as witnessed by Todd. The rendition was not one to remember, but the discussion certainly was.

Talking points began focusing on the workplace in general, which included:

- The changing state of the workplace, especially from a technology perspective.

- The proliferation of the internet and mobile phones and tables.

- The rate at which business has sped up, innovation speeding up, and an obsession to maximize productivity.

- Diversity has also been a major change for the better too, with a greater number of perspectives feeding into the way we work and deliver value for society.

The discussion then moved on more specifically to market research.

- The way that market research and access to data has been democratized across organizations.

- DIY and smart analysis tools have increased the speed to insight on both the agency and corporate side

- We've had low engagement and increased fraudulent activity as people's time is increasingly taken up, and as bad actors attempt to game the system for financial gain.

- AI has threatened to take over jobs, while IT security teams scramble to ensure any access or use is done in a safe environment.

- AI has also provided a tool for market researchers to be more efficient in the way they work.

Reflecting on how to make the most of all this change, Todd reminded us we need to buy the right tools and have a clear plan on how you'll proceed. He touched on agile, and reinforced that while it's valuable, it's not for everyone.

Todd also touched on internal resistance that one may face when steering the organization away from historical ways of working.

Finally, Todd mentioned some things to do and not to do, both at work and outside of work, to help make yourself a better market researcher. Some important points worth remembering regardless of our time in the industry.

We hope you enjoy the episode.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Jennifer's focused on improving the user experience throughout her career, splitting time between design and research. Her work was integral in creating the first online ordering system for IBM, automating the manual printing process at Hewitt, and creating easy-to-use healthcare experiences. While her design experiences have been meaningful, she now focuses on research, data, and mentorship.

On the episode, Michael and Jennifer discuss how market researchers can make their work more impactful, ensuring it has a place in an organization, and how it can be presented to different audiences.

They also discuss Big Qual, where qualitative research is going, the three elements of today's qualitative research toolkit, and more.

We hope you enjoy.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

In this conversation, Michael and Benoit discuss the current landscape of brand tracking, how it has evolved due to the apparent never-ending chaos in a global context, and how brand tracking can help organizations to navigate through to complexity to a new order where they can thrive.

The chaos referred to in the podcast is mainly characterized by overlapping crises, which can make consumers feel overwhelmed and disheartened. The two highlighted that brands and market researchers are operating within this context and their work is now more important than ever.

Benoit discusses how brand tracking needs to evolve in response to the current chaotic global context and how brands can achieve success by shaping expectations, integrating context, and acting with empathy.

The podcast episode also touches on how the role of AI and advanced technology in brand tracking, whilst emphasizing the importance of human creativity and curiosity, and how AI can be used to challenge human assumptions and improve decision-making.

We hope you enjoy the episode.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Michelle and Jessica were both happy to come onto the podcast to talk about WIRe, its 18-year history, what it's known for, what it's not, and that WIRe are FINALLY launching a city event chapter in Auckland!

Horst also reflects on his time as a WIRe mentor, which prompts a good discussion on the role of mentorship as well as how much of a need there are for senior mentors in the market research sector to help guide those who have recently joined the sector.

We hope you enjoy the episode.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Febronia brings her expertise to the fore in this episode, with a focus on the challenges facing market researchers in both client and agency environments.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

But AI shouldn't be seen as a negative, far from it. The market research industry should no doubt be using it to craft better surveys, discover more complex insights, and to cut down on some of the manual processes we take as table stakes for now.

In light of this, we need to carefully consider how databases are being built as well, ensuring they're fit-for-purpose.

We hope you enjoy the show.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

With almost 30 years of experience as an Applied Psychologist in corporate and government settings, Tchicaya has an extensive background in psychometrics, advanced analytics, and survey-based research, empowering TRIBE to offer unparalleled insights for business decisions.

The main topic that Tchicaya and Michael discussed was the future of work, and how market researchers can use a combination of insights and psychology to help keep humans at the heart of all that organizations do.

Since the pandemic clearly, how we work, where we work, and how we innovate have all changed.

Technology has been crucial in helping brands scale their ability understand people. It's therefore essential that organizations embrace technology so they can relevantly communicate and engage with both employees and consumers.

It's for this very point that will ensure that market researchers will continue to play key roles in their organizations, as long as they keep providing that understanding and insight to stakeholders within their sphere.

We hope you enjoy the episode.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

On this episode of Now that’s Significant, host, Michael Howard, Head of Marketing at Infotools was joined by Aarti Bhaskaran the Global Head of Research and Insights at Snap A.K.A. Snapchat.

Aarti and Michael discuss how organizations need to embrace new research methodologies and approaches, especially when creating experiences in the new formats, channels, and innovations that are now available to us.

They discussed some examples of how brands are using augmented reality to engage and delight customers.

We hope you enjoy the episode.

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Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Host today of Now that’s Significant Michael Howard, is joined by Monica Bush, the Vice President of Information Security and Chief Information Security Officer at Tango. Tango are a leading incentives and payments company specializing in payment and reward-delivery technology. 

Monica plays a role in overseeing the company's information security, reporting directly to the CTO. With over two decades of IT experience across various industry sectors, Monica has a strong background in developing corporate and product security programs. 

On the episode...

Monica was truly energized to explore the intersections of information security, privacy, and market research. She set out to guide listeners through a thought-provoking journey, drawing parallels between the protections during the lifecycle and flow of data used in marketing research and something as ubiquitous as the lifetime cost of plastic disposal. And really asking ourselves the question “What is the true obligation of protecting data throughout its entire lifecycle of use?” This concept, often referred to as protection or defense in depth, is crucial in our digital age. It's not just about safeguarding data at one point of use but ensuring its confidentiality and integrity every step of the way. 

Everyone’s talking about data security and privacy in market research, and it is a critical theme. Information security, which is my particular area of expertise, is a big part of that.

We hope you enjoy the episode.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

We talk about the origins of brand density, its definition, and the role of associations, and how the number of and strength of connectedness lead to a higher market share.

Kendra also shares her experience has been with measuring brand strength in context of the broader marketplace, along with some of the challenges she's seen organizations face.

We hope you enjoy this episode.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Feel free to check out our platform and services at www.infotools.com

Host Michael Howard, the Head of Marketing at Infotools virtually sat down with Kathy to discuss trendsetting young consumers and what some of the initial insights are that are coming out of the newest generation.

Michael and Kathy touched on:

- The motivation behind The Cassandra Report

- Unexpected findings from the latest release

- Behavior and usage of social media compared to others

- And how technology has made it possible for such a study to be conducted.

We hope you enjoy the episode.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Feel free to check out our platform and services at www.infotools.com

Chris came on the show to discuss the importance of looking beyond AI as a chat tool and provide ways to implement it into your business to remain competitive in the industry. Since AI has taken every industry by storm, organizations should look beyond the original excitement of using AI for its chat capabilities with ChatGPT and see how AI can help improve the company as a whole.

Chris and Michael also touched on some advice as to how companies in the insights industry can start implementing AI into their workflow systems to stay on top of industry trends that are essential from a competitive standpoint.

AI has been more active and present in the commercial sector for longer than many give it credit for, with far more experience in 'non-chat' activities, which is one reason why the theme of this episode is so relevant. It's only that GenAI has captured the attention of the masses.

We hope you enjoy the show.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Feel free to check out our platform and services at www.infotools.com

Fathom is an organization who seeks to be the most trusted text analytics software, to drive empathetic decision making based on open-ended listening, and become the new standard for employee, customer & public opinion research. 

In this episode, we dive into:

- Why text analytics will play a big role in Market Research, with some background into the story behind Fathom.

- The main kinds of problems that Fathom helps insights teams to overcome. 

- The general feeling that market researchers have towards text analytics.

- The potential causes of those who are more skeptical to adopt new technology.

- And what is potentially needed to help people see the value and use newer technologies like next-generation text analytics platforms.

We hope you enjoy the show.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Feel free to check out our platform and services at www.infotools.com

Inquisitive works with curious leaders and their trusted agency partners to explore preferences, attitudes, motivations, and behaviors. For much of her career, she has used data to build strategic communication plans and programming and offered counsel to senior leaders at growth companies. Jodi earned a Marketing degree from Georgetown University, received her certification in Marketing Research from UC Davis and studied abroad at the Universidad de Autonoma in Madrid, Spain.

During the episode, Micheal and Jodi discuss the role that market research plays in building trust in a brand, which is an essential part in it becoming successful.

Jodi has seen plenty of examples to know that trust is perhaps the greatest predictor of brand engagement. She stressed that this is something that can't be manufactured internally, it's something that is earned.

Through Inquisitive Insights' framework, they help organizations build trust through authenticity, capability, and empathy.

Jodi loves when her research answers questions, then creates new questions for her clients, helping to dive even deeper into the minds and lives of consumers.

We hope you enjoy the show.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Feel free to check out our platform and services at www.infotools.com

Sean joined us to discuss the importance of custom research panels in the market research world.

He covers the key factors that make for successful custom panels, including how to keep people engaged, and extracting long-term value from them.

Sean also shared with us some interesting points from his book Listen or Die, which he co-authored with his colleague Richard Vanderveer.

We hope you enjoy this episode.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Feel free to check out our platform and services at www.infotools.com

Before joining Semantiweb seven years ago, Pierre worked client-side, first as a brand manager and then moved into consumer insights, which opened up the opportunity to conduct both traditional quantitative and qualitative marketing research.

In this episode, Pierre and Michael discuss how some of the best advances and moments in our insights careers come when we are open to change. This is an open acknowledgement that doing things the way we've always done them won't guarantee us the same outcomes as we've always achieved.

One thing that comes out clear in this podcast is the role in which market researchers bridge the gap between consumers and organizations, in essence becoming the voice of the consumer. And it's modern tools like Semantiweb and Harmoni that are helping bring this to life.

We hope you enjoy the show.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Feel free to check out our platform and services at www.infotools.com

Tricia, a travel-worn experiential marketer, classically trained market researcher, and challenger of the status-quo, founded The ExperienceBuilt Group (EBG) to help organizations create experiences worth repeating. Under Tricia's leadership, the team at EBG helps organizations imagine new solutions, improve current ones, and implement programs to close experience gaps (B2B & B2C).

On the episode, Tricia and Michael discussed a market researcher's ability to connect, to be connectors, to help organizations discover the right key that opens the right lock at the right time.

Three ways that insights teams can help their organizations connect are helping stakeholders to think like customers and employees, perfect people relationships and removing friction, and aligning everyone to a forward facing plan that ignites people into action.

We talked about the need to avoid creating yet another "Grey SUV" - the trap people often fall into when creating new initiatives, which is following the pack rather than delivering new experiences, products, or services that are unique and worth repeating.

There's plenty more in there too. So we hope you enjoy the show.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Feel free to check out our platform and services at www.infotools.com

Joel, who also happens to be an accomplished blues harmonicist, joined us on the show to discuss how insights teams can produce 'nutritious' insights programs that sustainably deliver value for their organizations and customers alike.

A key part of this, as you'll find out, is around what Joel talks about when mentioning "Finding the prediction in your insight, finding the growth strategy in your prediction".

Joel also discusses two innovative projects that he's been working on that seeks to combine multiple data sets, vendors, ad-serving platforms, and so forth.

We hope you enjoy the episode. 

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Feel free to check out our platform and services at www.infotools.com

Steve discusses his current area of focus, the growing intersection of visual media with new technologies, and on the resulting possibilities for innovative entertainment and information experiences. 

We talked about the future of video experiences, how the space is evolving, and how Latitude didn’t intentionally start out in advertising experience and effectiveness.

We hope you enjoy the show.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Feel free to check out our platform and services at www.infotools.com

Cint is a market research technology company that provides innovative solutions for businesses to conduct research quickly and efficiently. Oscar oversees innovation in new business areas as well as Cint’s presales and sales engineering team and is involved in M&A activities and thought leadership. He also focuses on delivering the highest data quality and mitigating fraud in the Industry.

In this episode, we discussed the role and usage of AI in the workplace, with a particuar focus on those in the insights industry.

The two main talking points were around its usage, which frighteningly, is often more prevalent than managers may realize.

The second was around its use in the research world and how it is affecting data quality and fraud.

As always, employees need to be careful of the outputs it provides, checking them like you would a junior employee.

We hope you enjoy the show.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Feel free to check out our platform and services at www.infotools.com

In this episode, we give market researchers some inspiration for broadening their approach to their insights operations, particularly in light of the rise in data quality and fraud issues the sector is facing, which even includes the removal of incentives!

While Acclaro's sweet spot is in merger and acquisition space, there are definitely some learnings that can be applied for other industries as well.

We hope you enjoy the show.

This latest episode of Now that’s Significant, has host Michael Howard, the head of marketing at Infotools, interviewing John Ziegler, CEO of Acclaro, a consulting firm that delivers targeted insights for the investment sector.

Acclaro helps middle market clients in the M&A ecosystem focus on the right companies and helps management teams focus on the best options for growth, post-close.

In his role, John uses his deep experience in management consulting to drive Acclaro’s strategic direction, focusing on the firm’s continued transformation.

In this episode, we give market researchers some inspiration for broadening their approach to their insights operations, particularly in light of the rise in data quality and fraud issues the sector is facing, which even includes the removal of incentives!

While Acclaro's sweet spot is in merger and acquisition space, there are definitely some learnings that can be applied for other industries as well.

We hope you enjoy the show.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover is a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Feel free to check out our platform and services at www.infotools.com

Dan has worn many hats at KJT for the past 13 years. He has run a research team, focused on both market research as well as health outcomes research, and has served as an operations leader, overseeing KJT’s information security management, research compliance, research operations, analytics, and general business operations. He has led the implementation for professional services automation, and more recently has gotten deep into the rise of generative AI. He’s presented at IIEX.AI and also developed a prompt engineering course available to anyone in the insights industry.

In this episode, we talked about Dan's experience with generative AI in market research, with a focus on prompting.

Themes that arose in the conversation included:

> How different prompting generative AI tools is to your standard Google searches.

> Advice on how to prompt well, in order to get the best out of the large language models.

> Why prompt 'engineering' sounds technical and over many people's heads, but why it actually is relatively straight forward when you know the ins and outs.

> The need for high-quality data with LLMs as well as having a good combination of primary and secondary data.

> Confidence levels with what is presented by generative AI platforms and having a level of explainability - understanding how the AI arrived at its output.

> Some insight into Dan's 2-hour, asynchronous prompt course that he wrote. Click here for the link to the prompt course.

We trust you enjoy this episode. Please feel free to leave a review or share this with others.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover is a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Feel free to check out our platform and services at www.infotools.com

On this episode, we discussed:

The book qualitative research experienced when it comes to online communities, accelerated in part by Covid. 

The boom is good news, but there are some unexpected difficulties requiring agile problem solving from researchers with this methodology. 

Alex covers three common pitfalls that could trip up even the most experienced researcher plus how to avoid / overcome these.

And they talked about a few tricks for accessing human truths in online qual research.

We hope you enjoy the show.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover is a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Feel free to check out our platform and services at www.infotools.com

With a wealth of knowledge and expertise in helping market research teams maximise the ROI they have within their organizations, Priscilla provided some excellent insight and food for thought.

Centred around her new book, Collaboration is the new competition, Michael and Priscilla jumped into the themes of the book - which even included a reading.

Check out the book here Home - Priscilla McKinney

We hope you enjoy the episode as much as we did recording it.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover is a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Feel free to check out our platform and services at www.infotools.com

Host Geoff Lowe, the New Zealand ESOMAR representative and Director at Infotools, bring two different perspectives on this critical topic.

The discussion began with the changing nature of the head of insights within an organization, particularly around the need for leadership, coaching, and mentoring, rather than more skewed to order taking and commissioning of the past.

Check out the full episode for the whole picture.

We trust you'll enjoy it.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover is a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Feel free to check out our platform and services at www.infotools.com

Holger came on the show to talk about the optimism he has for the insights industry in Germany (and Europe) as well as the biggest European trade show for the insights industry, Succeet, which will open its doors on 25th to 26th of October in Wiesbaden near Frankfurt in Germany.

We hope you enjoy the episode.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover is a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Feel free to check out our platform and services at www.infotools.com

Today, we’re joined by Lauren Demar, Chief Sustainability Officer & Global Head of ESG at Ipsos. 

Lauren came on the show to talk about matters of environment, social, and governance in relation to business - through the lens of market research.

We discussed:

- What ESG is and what it isn't.

- How ESG plays out in the work and operations of Ipsos

- What market researchers can do to help their organizations' ESG initiatives

- Some of the traps and pitfalls organizations are prone to regarding the rollout and adoption of ESG principles and practices

- How organizations can embrace profit and planet - they're not mutually exclusive like they once were.

- And finally some of the wins that Lauren has seen on the ESG front.

We hope you enjoy the show.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover is a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Feel free to check out our platform and services at www.infotools.com

She was joined by Jane Frost CBE, CEO at the Market Research Society. Jane has over 30 years of experience in board level marketing and strategy positions in major blue-chip companies and public bodies.

Impressively, Jane holds over 150 awards for advertising, branding, and design, as well as being executive producer of a double platinum record. She’s currently leading radical change at MRS to enable it to improve its profile and expand its membership.

Jane came on the show to discuss the recently updated MRS Code of Conduct and how adhering to it can benefit individuals, organizations, and the society.

Jane and Charlotte covered several areas in this discussion, including how it isn't beholden to any technology or methodology.

We hope you enjoy the show.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Feel free to check out our platform and services at www.infotools.com

Ed is an inductee into the Word of Mouth Marketing Hall of Fame as well as the Market Research Hall of Fame, was an ESOMAR Insight250 awardee in 2022 and a judge in 2023. Ed was a Social Intelligence 50 honoree in 2023. He is also an author of the book, The Influentials, which has been called the "seminal moment in the development of word of mouth."

Ed joined us on the show to discuss the importance of an always-learning mindset that market researchers need to possess, which can help them be even more successful in their roles.

Ed shares some insights into a recent study the MRII undertook, which provides insight into the career paths and job satisfaction, skill gaps and training opportunities, and opinions on the industry as a whole. Interestingly, most people felt they could benefit most from data visualization, followed by AI, advanced analytics, text analytics, and Generative AI.

He also uncovered that only 1 in 5 market research professionals planned on a career in market research before entering the industry. And only 39% of those whose first job was in market research are still in the industry today.

Additionally, Ed also spoke about the benefits organizations can access when they prioritise learning and development, unlocking the potential of people in this ever-changing working environment.

We hope you enjoy the episode.

Arundati has been thinking a lot about the future, and how we shouldn’t be afraid of the change that is required to be successful market researchers in the years ahead. We shouldn’t be afraid of our identities either or think of them as limiting boxes of what we know and what we don’t.

She goes on to discuss the level of culture shock, that is connected to coping with all the change that is coming, the innovation and disruption taking place in our sector.

This is softened by the incredible level of productivity and quality of insights available to us now, and the type of talent and skills we can harness for success. And

Arundati also shares some ways we can maximize our individual and collective potential in this podcast.

Here are some links from the episode:

Skills study - https://generation1.ca/2023/05/18/fighting-the-data-deluge-less-understood-truths-about-insights-and-innovation-today/

Career fair - https://www.airmeet.com/e/d6d5f5c0-241a-11ee-987e-815357f1e2f7

Correction: In the episode we mentioned "Bill C-24", when it should have been "Bill C-27".

We hope you enjoy the show.

Lilah and her team have produced the Future of Money Study, tracking the behaviors, attitudes, and mindsets of consumers since 2017.

The study is showing how different generations are reacting to the large, seismic disruption we are facing from the fallout of the pandemic, the Russia-Ukrainian war, and more.

Lilah goes into detail some of the findings of the study, including a new micro-generation she calls Zillennials, and gives some great advice for researchers and employers alike on what matters to these younger generations.

We hope you enjoy the show.

Pam Goldfarb Liss is a 25-year-plus veteran qualitative research consultant and moderator who has moderated and interviewed kids and teens from now three generations – Millennials, Gen Z and now Gen Alpha. Her many years of experience includes work with subject matters that range from soda pop and hamburgers to diabetes, urinary tract infections and hospitals. Pam loves the never-know-what’s-coming next insights that come from not just working with this growing demographic, but understanding the context and impact of their ideals and needs.

Pam joined us on the show to discuss how market researchers often ignore one of the most important demographics, which has some potentially significant long-term impact. And that demographic? Children and teens consumers. She shares what some great advice on what is necessary to have success in market research studies with young consumers.

You'll hear from industry experts on why polling matters in society. There's also a Q&A section that took place at the end of the episode to just before we do crossover.

**Please note** We wanted to set an expectation from an audio quality point of view. Unfortunately, it's not quite as clear in some parts as we would have hoped since this was recorded in an external facility. But nevertheless, there is some great food for thought in there, and we highly encourage you to hear the episode out, and I'm sure you will enjoy it, too. 

This discussion's genesis came about as a result of a recent opinion piece published in the NZ Herald, where Mike Hosking wrote “…the polls as they currently stand are not particularly accurate.”

But as we know, political polls are an essential part of maintaining open democratic systems like ours. They tell us the mood of the electorate at a particular point in time and allow people to vote in that context.

Panelists are as below.

Representing the pollsters: Founder of Curia Research. Pollster to Prime Ministers and Opposition Leaders… David Farrar

Representing Academia: Deputy Director, Healthier Lives National Science Challenge. Associate Professor (Honorary), Department of Statistics | Waipapa Taumata Rau / The University of Auckland. Managing Director iNZight Analytics. And co-author of “Understanding Public Opinion Polling in New Zealand (May 2023)… Andrew Sporle 

Representing the Fourth Estate: With NZME, working on the BusinessDesk team's election coverage, focusing on political parties’ policies and plans to address issues facing New Zealand… Dileepa Fonseka

And representing the Research Association: Founder Baseline Consultancy. RANZ Life Member and RANZ Political Polling Spokesperson. Masters degree in Geography, graduating, in fact, at the same time as me with the same degree but with much better marks… Murray Campbell

The episode covers:

• A response to the claim that the polls as they currently stand are not particularly accurate.
• Looking at various failures and sources of errors in polling from around the world.
• The influence certain events can have on polling and electoral results.
• The changing demographic makeup of the electoral roll.
• Impact of advanced voting on polling.
• The role of political polling in society.

We hope you enjoy the episode.

Diana is a Board Member of the Canadian Research Insights Council (CRIC), Canadian Representative of ESOMAR and Committee Member of the Standards Council of Canada (SCC). She holds a degree in Neuroscience and Psychology from the University of Toronto. 

Diana and host Michael Howard (Head of Marketing at Infotools) discuss the value that market researchers can bring, regarding the increase of customer loyalty, when they help their organizations to better understand attention and emotion.

In this episode, we talked about:

• The effect and the need to understand attention and emotion to pull on these things, to draw on these things as well, to understand consumers and to be able to use neuroscience and other means as well to give those traditional methods to try and predict market behavior and help consumers to move through, whether it be your website, your product to choose you at the store, etc., as well.
• We briefly touched on the value of loyalty on a brand as well.
• We touched on the role of traditional research in terms of helping improve the overall neuroscience projects that we're going through as well, and then vice versa as well.
• We had to look at it's not enough just to use things that typically pull on emotional strings, but we have to, I guess, use some carefully and thoughtfully in a way that is contextually relevant to the consumer as well, but also relevant to your brain, too, if you've just got something there for the sake of it, then people do start raising questions and they can quite easily switch off as well. If it isn't that relevant.
• We had a look at some of the content scientist, so they had the concept testing and how it evolved over the years as well in response to innovation and being able to do things now and ours that used to take a lot of years as well, months rather, or days to some really shortening of time and cost as well too, to be able to help marketers to make better decisions in terms of the projects that they're doing.
• You also shared about some of the big mistakes marketers can make are often trying to do too much. Whether that be key messages or CTAs call to actions being able to just focus on one main thing that is directly related to the strategic directives or objectives of the brand or the campaign as well is really key - which is ultimately about being more commercial.
• And lastly Diana touched on some of your favorite projects that you've done as well,

We hope you enjoy the show. 

Bob and Dan share in the episode some great insights into the impressive growth and potential that they're witnessing out of Canada and the United States.

On the show, we discuss:

• ESOMAR reports
• Growth opportunities for the industry
• Data quality initiatives
• ESOMAR Congress
• The AI Taskforce
• And more

We hope you enjoy the show.

On this episode, Michael and Lauren discuss:

- How research accessibility helps companies hear from large, diverse, and growing market

- Why we shouldn't be intimidated by the possibility of having someone with a disability as a participant or respondent.

- The reason why we need to keep our processes simple and flexible

- Asking participants what they need to fully participate in the group or interview

- Defer to their expertise

- Don’t use fancy question formats in surveys

- How the industry needs to normalize incorporating people with disabilities in research, 20% of the population is significant 

We hope you enjoy the show.

In this episode, we discuss the crucial role of election polls, and notably, how they're actually far more accurate than many realize.

We hear how Steve got into polling and some lessons he's learned along the way.

Steve shares the role of polls and how they can be used to help gauge public opinion, and also encourage others to vote.

We discussed how one of the best indicators of whether or not someone will vote is if they know the election day date.

We talked about how the main pollsters got it so wrong in the USA over the past two elections.

Steve shares how important it is to know your sample in order to minimize fraud and maximize the most realistic projections.

We hope you enjoy the episode.

Regards,

Michael and the team at Infotools.

Kathy's significant statement for the show revolved around how technology can make market research more human.

One of the key ways Kathy saw this happening was through the use of conversational AI, being able to probe further into respondant's views or positions on certain subjects - which Kathy described as active listening.

Probing for greater clarity wasn't the only positive outcome though, AI can also help to increase engagement and completes as well, plus, it can help avoid the painful coding process through advanced tech analytics.

Ultimately, technology is helping the fundamentals of market research to become stronger in these three ways:

1.   Human-centricity, with tech such as conversational AI we can finally put our most precious resource, research participants at the center, and create experiences that are effortless or even delightful for them, we can actually listen to voice of customer, in their language with more colours and texture at scale.

2.   Better data quality – enaged participants --> considered responses.

3.   Researchers – we are better equipped and can become better storytellers.

We hope you enjoy the show.

Daniel's team has conducted literally hundreds of energetic market research projects of various sizes, and specializes in immersive methodologies and hard-to-reach participants. 

In this episode, we talked about the key role that creativity should play across the market research process, in order to get the best results for our clients, their customers, and consumers in general.

Daniel spoke about a course he's running that focuses on injecting creativity in recruiting, methodology design, and reporting. It's not about doing things differently just for the sake of it, but to improve on our ability to understand people and achieve meaningful results.

The discussion touched the role of technology as a way of approaching each phase creatively.

We hope you enjoy the show.

Greg joined us again on the show, this time to talk about the one thing that people who are really good at innovation don’t really want you to know about. It really is the insider’s secret that you will likely never see in books or taught in universities. That secret is: The most valuable piece of information you have as an innovator is the size of the aspirational gap in a specific moment in a person’s life. If you know what the context of the moment is and what that gap is, then you are equipped to build a product for where people desperately want to go out and purchase. 

The episode saw Greg and Michael discuss a couple of examples of how moments and the aspiration gap play out in the real world, and they being sustainability and breakfast.

The latter of these two were discussed in relation to the context (it's not good enough from a product perspective to think about just food in the morning but to go further than that i.e. food in the morning when you're in a rush), needs (for example their needs states, goals, desires, aspirations), and their motivators.

We also looked at some of the reasons why such a gap exists, and these can be quite varied. A big one of these being cost. Another being the benefit trade-offs. From a breakfast perspective, if you need to eat breakfast on the fly, something that's hand-held and not messy will likely trump something that is sustainable.

We hope you enjoy the episode.

Melanie and John draw on their extensive experience in the market research space to discuss some of the latest issues and challenges facing the industry. They also explored how the Insights Association is helping its members navigate the seismic changes that are impacting the world.

In this episode, they touched on:

Generative AI, what it means for market researchers, and how the industry needs to make sure it is not lumped in with Generative AI. If it is, then it will need to comply with impending AI legislation - rather than just a portion of it.

Melanie discussed Insights Association’s Pillars (Protect, Connect, Inform, and Promote) and how it is help its members and the industry operate effectively.

They talked about the global data quality initiative in which multiple associations and organizations are contributing.

There was raised several ways for insights professionals to get involved with the Association's activities, including CRC, a must attend event for corporate researcher.

We hope you enjoy the show.

Paul and Colin joined us on the show to talk about their sustained market research partnership in the road transport sector, which has spanned 25 years. Fittingly, this episode number shares its number with one of the most famous roads in the world - Route 66.

Waka Kotahi, New Zealand's governmental transport agency, has a primary function is to promote an affordable, integrated, safe, responsive and sustainable land transport system.

The episode explores all challenges and benefits that come from such a prolonged relationship, the significant team that it took to achieve the results it did, and some of the reflections both parties have had over the past two and a half decades.

We hope you enjoy the show.

We discussed how market researchers need to rethink how they view their sample, treating it not as a commodity but rather as an asset. By taking this view, market researchers are better able to improve quality of the data going into the analysis process, rather than trying to fix what’s broken once it’s already in play.

The intent is obviously not to dismiss the value and role of data cleaning tactics like fraud detection software, as well as in-survey and post-survey checks, but cleaning up sample before a question has even been asked is far more valuable for all involved.

Karine discussed how being far more intentional in whom we recruit can be a big aspect too, with a potential swing back towards the previously written-off channel in social media.

We talked about how we can start targeting the 95% of people who don’t engage in market research, to try and see how we can reach them in order to improve our representation.

Ultimately, taking time to disrupt our ways of working and improve our overall attitude and approach to sample is worth the hassle. We’ll all be better off for it. 

We hope you enjoy the show.

Anthony came on the show to share some reflections after a commanding career in the insights world. He opens with a great sentiment on the beauty and connectedness of the world, and a reminder of how we need to live in harmony with one another.

With that as a backdrop, Horst and Anthony discussed:

- The speed of technology advancement and for market research this presents an opportunity to gain deeper understanding of consumers

- The speed of human interactions and how this is relevant when communicating to consumers, as well as when interacting with internal and external stakeholders

- They talked about the importance of being curious, showing interest and be fully engaged in your field, whether that’s as an external partner or internal stakeholder

- The then discussed how this helps client teams to deliver better, more meaningful and actionable insights

- They raised the point that we as insights professionals need to be aware that sometimes our information end users are focused on specific outputs only, while we might be able to help them to see the bigger picture and add additional value insights

- Most importantly though they talked about how life is a collaboration of people and that we can choose lead it with kindness, love and inclusion.

We hope you enjoy the show.

As a board member of London Women in Tech, a group of over 5,000 members dedicated to normalising gender balance and equality in the UK’s tech industries and of the G100 movement, a global movement of women leaders committed to bringing about gender parity in the workplace and beyond, Parves is passionate about diversity, equity and inclusion. She has published several articles on women in leadership and has a book on leadership coming out next year published by Pearson Business Books - called The Power of Women: Stop blocking and start empowering women at work. You can pre-order this on Amazon now

In May 2021, Dr Khan was awarded the accolade of being one of the UK's 20 top most inspirational women in Data & Technology by Women in Data which is a movement and a force for change in the realm of data science and analytics.

In the episode, we talked about how we can get greater representation in leadership.

Parves discussed some of the systematic challenges women are facing, but which aren't exclusively for women to solve - it's something everyone needs to address. After all, we're all siblings, parents, friends, etc.

We looked into the benefits that businesses and societies stand to gain when there is great representation.

We talked about how tokenism always fails, and how change needs to be permanent and authentic.

And Parves closed with some handy advice for women looking to get into a leadership role.

Horst spoke with John spoke about the latter of these involvements, to reflect on the Research Association of New Zealand's Market Research Effectiveness Awards - REAwards.

The episode covers:

> How market research helps organizations to short cut to consumer wants and needs, understand challenges and opportunities, and make better business decisions faster and with lower risk. And that’s what the REAWARDS showcase in particular.

> How being a small but highly innovative country gives New Zealand insights professionals an advantage and often also leads to better long-term relationships - a growing trend in the REAWARDS over the last few decades.

> How REAWARDS judges can only judge what is put in front of them in the awards entries. We are rewarding research effectiveness, so showing impact from research clearly is crucial.

> That to become a master research craftsperson today we need to train people on a much wider toolset, including ResTech, AI etc., but cannot forget our ultimate role of understanding people, brands and relationships.

> That New Zealand is of the best test markets in the world to develop and prototype many things including research – so it’s great to be here.

> That entering awards and conference submissions strengthens client relationships and can grow insights businesses and the NZ Research industry as a whole. 

We hope you enjoy the show.

He is the editor of The GreenBook Blog which is the most read industry blog in the world and the event series he produces, IIEX, has grown to become one of the top 5 industry events in the world. May 24 and 25 in Austin.

He joins us on the show to discuss the latest release of The GRIT Report, one of the most-read and cited strategic planning report in the insights space. 

We hope you enjoy the episode

Hosted by Michael Howard, the head of marketing at Infotools and joined once again by Rob Volpe, CEO, Chief Catalyst, and Empathy Activist at Ignite360, the episode dives into the pulling of Bud Light inclusivity campaign.

Clearly not intending to cause offense to either parties in either the campaign or its removal, we're reminded how important empathy is in the entire process of creating such a campaign. Rob shared some insight into some ways to potentially avoid certain events from happening in the future. And we discussed the pivotal role that market researchers can play in helping brands succeed in the future.

We trust this episode and the points discussed will help all parties avoid a similar situation in the future.

[NOTE]: This episode was recorded in response to the prior episode we recorded on the 19th of April. The prior episode talked about a Bud Light inclusivity campaign, featuring two social media influencers. At the time of the initial recording, Bud Light continued to support the campaign. However, the campaign was pulled just prior to the airing of the former episode.

This is another example of where a brand directs its empathy can have consequences in other places. And as the podcast talked about, you can be empathetic to one group, i.e. the LGBTQ community, and risk alienating others, and vice versa. We hope this podcast can give you as market researchers some food for thought when it comes to empathy for your customers and the communities in which you operate.

The prior episode, which is also relevant for this pop-up episode covered:

The dangers of too having much empathy in market research, and what that could result in from a business perspective. We briefly touched on what empathy - a human trait that's all about being able to see other people's perspectives, respecting them, and then be able to live in harmony. You may have a difference of opinion with them, but that’s okay. 

We discussed how it's expected of brands to be empathetic with customers. Previously, we had one-to-many approach, but often now we're expecting as consumers to be one-to-one. It's not always going to be perfect, we as consumers expect that, but we need to be listened to, feel we’re heard, and that that brand is able to deliver things for me as an individual. 

We talked about some of the ways that brands can be too empathetic and that in the main part losing sight of your business objective or alienating other parts of your audience. 

We also asked if the world is becoming more or less empathetic. Rob has seen some studies where the world is actually becoming more empathetic, which is encouraging. So hopefully that trend can continue. 

And then Rob shared the five steps to empathy from his book - Tell me more about that. It states dismantling judgment, asking good questions, actively listening integrating into understanding, and using solution imagination. 

Finally, we covered a few points on how brands can ensure they aren't being overly empathetic as well. 

If you want to find out more about Rob’s book, check out https://www.5stepstoempathy.com 

We hope you enjoy the show. 

[NOTE]: This episode was recorded on the 19th of April. In this episode, we talked about a Bud Light inclusivity campaign, featuring two social media influencers. At the time of the recording, Bud Light continued to support the campaign. However, the campaign was pulled just prior to the airing of this episode. This is another example of where a brand directs its empathy can have consequences in other places. And as the podcast talked about, you can be empathetic to one group, i.e. the LGBTQ community, and risk alienating others, and vice versa. We hope this podcast can give you as market researchers some food for thought when it comes to empathy for your customers and the communities in which you operate. We have subsequently recorded and released a follow up episode to discuss the cancellation of the campaign. Check out episode 60.

The dangers of too having much empathy in market research, and what that could result in from a business perspective. We briefly touched on what empathy - a human trait that's all about being able to see other people's perspectives, respecting them, and then be able to live in harmony. You may have a difference of opinion with them, but that’s okay. 

We discussed how it's expected of brands to be empathetic with customers. Previously, we had one-to-many approach, but often now we're expecting as consumers to be one-to-one. It's not always going to be perfect, we as consumers expect that, but we need to be listened to, feel we’re heard, and that that brand is able to deliver things for me as an individual. 

We talked about some of the ways that brands can be too empathetic and that in the main part losing sight of your business objective or alienating other parts of your audience. 

We also asked if the world is becoming more or less empathetic. Rob has seen some studies where the world is actually becoming more empathetic, which is encouraging. So hopefully that trend can continue. 

And then Rob shared the five steps to empathy from his book - Tell me more about that. It states dismantling judgment, asking good questions, actively listening integrating into understanding, and using solution imagination. 

Finally, we covered a few points on how brands can ensure they aren't being overly empathetic as well. 

If you want to find out more about Rob’s book, check out https://www.5stepstoempathy.com 

We hope you enjoy the show. 

We discussed the issue of how much we actually know about our customers (both internal and external), and how we can know far more if we approach feedback and surveys with a greater emphasis on customer experience.

This discussion covered:

- The vital role that CX plays in both customer feedback and market surveys.

- We discussed the role of feedback and surveys, and how the former can be used to help drive the latter, plus some guidance on when to ask for feedback versus asking a survey.

- Mat shared some best-practices around feedback and survey design, which help lift the overall level of customer experience. And this is perhaps best summed up by ensuring we’re respecting people by asking only what we need to take a specific action.

- And we finished off with some of the benefits brands can expect when they get customer feedback and surveys right. 

If you want to check out more about Mat and what his team offers, check out www.customerradar.com.

We hope you enjoy the show.

CRIC is Canada’s voice of the research, insights and analytics industry both domestically and globally. CRIC represents the highest standards, ethics and best practices in research that protect the public interest. Its members include research agencies, companies that rely on insights, and other industry partners. Certified Analytics and Insights Professionals of Canada, CAIP Canada, certifies professionals who have the unique combination of analytical and business competencies grounded in a solid foundation of strong professional ethics and behaviours relevant to the research, analytics and insights industry. 

We were joined by John Tabone, CEO of CRIC and Director of CAIP Canada and Grace Woo, Manager, Communications, Events and Sponsorships of CRIC and Manager, Member Value & Growth at CAIP Canada.

John and Grace shared some insights into the challenges facing the insights sector, and how CRIC and CAIP Canada are helping those to make the most of the opportunities in front of us.

Enjoy the episode.

We talked about today surveys and how we need to ensure that we're producing the most engaging surveys as possible for the benefit of not just our customer, but our clients too.

We touched on how when we do get improve our surveys, we can get better responses, higher quality data, and insights in which we have more confidence.

We can even incorporate a whole lot of this design and modern thinking into historical traditional research as well.

Kevin mentioned ways to increase engagement in our surveys, like creating five-point scale questions without them feeling like five-point scale questions, as well as the benefits of reducing the length of our surveys as well.

We talked about the power of technology in all of this as well - how if we can get people responding on mobile phones, can help reach a more diverse range of respondents.

To find out more about what we talked about today, you can check out Intuify | Market Research | United States

Enjoy the show.

In the episode, we covered:

Using behavioral science to psychologically restage brains is really going to set us up for exponential growth. And it can do that by when we understand the mind state of what our consumers are and when they're in the moment needing to make decisions as consumers, as people, etc. The more that market researchers can get in and grapple with that, understand that, and then pass that kind of information on to other parts of the business, the better we'll all be, not just from a business perspective, but from us as a consumer as well.

It's always an important thing to remember that that the customer, the person is the most important thing in this whole process. I mean, what you've talked about today, it's a whole lot of fun. But when you're doing it right, it's a win for us and a win for consumers. So just said we touched on what behavioral science actually is and mean.

We had a look at some of the reasons why the industry is potentially broken. We also looked at some of the positives as well and what the two can learn from each other.

And you also shared a little bit about the where the field of behavioral science is going from a research perspective anyway, the role of AI in how we as market researchers and businesses can use technology in a way to help rapidly iterate our offerings to the public as well. For those of us who choose to embrace it, a pretty exciting future awaits.

Enjoy the show

Check out their website for more details of the FuturePlus platform discussed during the episode. https://www.future-plus.co.uk

We hope you enjoy the show.

How brands need to go back to basics with their approach to market research. Reasons for this included the evolution of consumer data landscape (GDPR, Apple’s app tracking transparency, demise of third-party cookies);

We’ve also seen decreasing viability of some of our existing media and advertising measurement techniques

She touched on how we've seen a reduction in ability to rely on direct response attribution measurement for decision-making.

Heather shared with us some thoughts on choosing the right mix of methodologies.

And more.

We hope you enjoy the show.

Throughout the podcast, we discussed:

> Something amazing that happened in early December that should impact everyone in a really profound way. An AI called ChatGPT came along that changes everything about how we all work. It has the power to make almost everything we do better, quicker and clearer.

> The power of AI in marketing and how ChatGPT can help businesses generate ideas and content, streamline market research, and analyze data. 

> We explored the importance of finding the right balance between automation and human creativity,

> We discussed explainability and what that means for market researchers in their use of AI tools like ChatGPT

> David shared with us some insights into what he learned from writing the book.

> And we looked ahead at some of the most exciting trends and developments in the field.

We hope you enjoy the show.

In this episode, Barbara shares with us her perspective on the increase in qualitative research, as well as the deep need for recapturing empathy across our market research efforts. This point around empathy may not seem profound, especially considering today's customer-centric mindsets that have rightly pervaded organizations, but that doesn't make it any less important.

Barbara shared some wisdom for recent entrants into the market research qualitative space. And she also gave us a hint at what we might expect from her first and upcoming book.

Enjoy the show

On the show:

We discussed some pretty big technology challenges that are facing us or the world and particularly as marketers as well.

The sunsetting of cookies, the rise of zero party data, which a lot of researchers are actually familiar with, with all of the surveys, etc., that they've been doing and the huge but the way that the US and a lot of the world is becoming increasingly multicultural.

We talked about how these two big trends are rising at the same time and now related. And so our practices do need to amend and adjust for that in order that we can properly understand the world around us.

We had a little look into ThinkNow. And also Mario's expertise in the world, particularly the multicultural research that he's been doing and how that is responding to a cookieless world.

We looked at audiences as well and had that can be a great tool for helping brands to understand and navigate the various audiences and their markets better as well. Being a digital product too, which is good for access, etc. too.

We also had to look at the importance of brand as well and how people are needing to incorporate and be mindful of multicultural research, and I guess our brands, our products, our lives will be all the richer for it as well as we understand the actual world around us, not the one that we think we're living in, if that makes sense.

We hope you enjoy the show

She is incredibly passionate about empathic leadership of high performing teams and currently also a mentor for both Women in Research and the Durham University Leadership Academy. 

On the show, we discussed the vital role market research plays in turbulent times, and how dangerous knee-jerk reactions can be to economic slowdowns.

We looked at how market research has changed and is changing to help us better understand our world. 

We touched on the different types of turbulence and the market research tools to help us through each type. 

Febronia discussed how market research can help organizations set sound strategic foundations, as well as guide tactical programmes of work. 

And lastly, we covered how off a few easy wins that organizations can make to help them get through these times with greater confidence. 

We hope you enjoy the show.

During the show, we discussed:

- How influencers can evolve their value to organizations and are perfectly placed to become research moderators on social media.

- We looked at an engagement tool available to Influencers on Instagram

- Kayte shared how Influencers can be hired to host questions to their followers and communities.

- The differences between other social media research options compared to the service The Social Question offers.

We hope you enjoy the show.

In this episode, we talked about:

- We talked about how brands need to transform in order to stay relevant and thrive.

- You mentioned gave us some insight into what compelled you to write the book.

- We had a look at Brand purpose and what market researchers can do to help in this regard.

- We discussed what’s led consumers to switching off most of the marketing and advertising of today, with some ideas on how to rectify this.

- You shared some reasoning behind why you looked at both large and small brands, to highlight what each to learn from each other.

- You gave us some great insight into what assemblage is and why it’s so important for market research teams.

- We talked about anti-heroes, saviors, and villains in regards to building brand relevance.

- The mood shifted a little as we reflected on what brands can do to help consumers who never felt more lonely.

- And lastly, we looked at what happens to brands if organizations kept building them like birds continually evolve and build nests. 

We hope you enjoy the show.

In this episode, we talked about...

- The rise in popularity of audio in today’s society, including how it has helped change the media landscape of today as it has become somewhat of a ritual for consumers.

- Idil gave us an overview of both her impressive career in insights, as well as the work Audacy is doing, which includes engaging with over 200 million people each month!

- As part of the conversation around consumer audio rituals, Idil gave some perspectives into one study they carried out, with some fascinating behavioral insights around that to which we’re listening.

- Two of the big findings from their quant, ethno, and IDI research was that 74% percent of respondents set time aside for listening to audio, in the various forms it comes. And the other finding being some of the ways brands can improve ad effectiveness and authenticity in these channels.

- One of these particular ways of better reaching consumers is understanding the 11 specific moments that consumers are most engaged with their audio consumption, and tying in relevant, contextualized messaging for these moments.

- And finally, Idil gave some insight into what is next for the world of Audio.

Feel free to check out the study we talked about on this episode at www.audacyinc.com.

We hope you enjoy the show.

Paul highlighted how most companies have big data gaps in their consumer data collection strategies, and gave some background as to why this has happened.

Some of which included the inability to collect certain data due to things like privacy legislation, lockdown by big tech players like Google and Apple on access to consumer data, and general consumer skepticism on sharing data.

Paul reminded us how some of the existing practices in traditional data collection methodologies such as VPNs, IDFAs, fingerprinting and browser cookies will soon be obsolete. 

We also talked about how new approaches that provide access to new forms of behavioral data across once-inaccessible platforms in a low friction and cost-effective manner will rise in popularity.

Paul shared the results of a recent report that rounds up some of this data that shows some surprising results on how people are spending time on their phones. 

And lastly, we discussed what such findings mean for businesses and market research teams too.

In the show...

We talked about the overarching themes and trends facing the insights industry over the next year or two.

Ray shared with us several particular challenges that the industry will need to grapple in 2023.

We talked about what organizations can do to hold on to their best people.

We discussed the insights professional’s role in helping its organization grapple with high inflation.

We touched on data quality initiatives

We looked some key initiatives on improving DEI

Ray talked about how market research and insights teams can leverage technology to help them deliver better outcomes for their organizations.

We explored what the agency/buyer relationship might look like in 2023.

And finally, we discussed the split of traditional v new methodologies in the market research world.

Enjoy the episode.

- I discussed how market research and insights technology is most successful when it is invisible.

- What happens when market research and insights technology is visible?

- What kinds of technology there are across the end-to-end processes of the market research industry.

- The conundrum facing insights teams – do you go all-in-one or fit-for-purpose?

- What success looks like when market research and insights technology is invisible

- The role agencies play in making market research and insights tech invisible

- Considerations to make if you are looking into new market research technology

Enjoy the show

We discussed:

> The subject of ResTech, otherwise known as market research and insights technology, and how it is the new normal for insights professionals.

> ResTech is a term that has been floating around for a while now, Mike gave us a good understanding of what it is and where it sits in our daily lives.

> The challenge insights functions have in choosing either ERP/all-in-one generic software or fit-for-purpose, market research-specific technology.

> We touched on who is buying ResTech and how this compares to selecting agencies, briefly touching on the skills gaps that non-research users have.

> We dived into the buying journey and behavior for different types of market research data, which included reasons why ResTech buyers may 'fall out' of the sales process.

> Mike discussed how agencies fit into the world of ResTech, and also what the future holds in this space.

We hope you enjoy the show.

We dived into Michael's rich commercial/academic experience to discuss what skillsets are required by tomorrow's leaders of the insights industry.

We talked about how tomorrow’s leaders in the insights space need different skills in order to serve their organizations with meaningful market and consumer intelligence. 

We looked at how the double-digit growth the insights and analytics market experienced in 2021, which included examining the differences between traditional processes and ResTech. Digital data analytics in its current trajectory could soon be the largest aspect of our industry.

Michael shared six trends that he’s identified concerning the response to change our sector is facing.

We discussed how one of the overarching themes arising from these trends is the decentralization of insights, decision makers having the ability to dive into the data if they want.

We covered the hard and soft skills that Michael has seen as being particularly desirable when it comes to recruitment, which then flowed into what roles of the future could look like too.

Finally, we looked at the different skill sets that are required by insights professionals of the future, and how Michigan State University is helping its students prepare for whatever tomorrow brings.

Master’s in Marketing Research – Eli Broad College of Business | Michigan State University (msu.edu)

Enjoy the show

The covered:

What curiosity is and how we can harness its benefits when we use Traveller’s eyes, always looking at the world as if it was the first time we were seeing it.

We were reminded how 95% of the people that Simon has engaged with through his extensive coaching and consulting engagements believe that they are not creative, they cannot utilize the power of curiosity, which we now know is not true.

They discussed how curiosity may or may not be something that we are born with, and how there are ways we can develop it.

Simon and Andrea talked about the need for us to slow down in order for us to let our curiosity run its course, especially when it comes to generating insights.

They looked at the role of technology in scaling our curiosity.

And the discussion finished on what brands have to gain when they establish that culture of curiosity.

Here are Simon's details if you want to reach out to him.

·        Web: www.simonbanks.com.au

·        Pod: www.occupationalphilosophers.com

·        Book: https://www.simonbanks.com.au/book-a-thousand-little-light-bulbs/

·        LinkedIn: https://www.linkedin.com/in/simonbanksvisualfunk

We're also very thankful to Feedspot for the inclusion on their list of top 30 market research podcasts. Check out all the others who are helping further the cause of our fantastic industry here: https://blog.feedspot.com/market_research_podcasts/

Enjoy the show.

Through the episode, we talked about the need for the insights community to significantly raise the levels of respondent experience we're currently providing the world. This is not just from any one company or individual, but across the board.

Anne shared some of the reasons why experience levels are where they are and some potential options for improvement.

We looked into some of the reasons why it's been so hard to offer better experiences, plus what happens when we get it right.

And lastly, we were reminded of the progress we have actually made, and how grateful we should be of those taking proactive measures to making our industry better. After all, we all know the benefit and necessity of what we do. That's why it's so important we all lift our game.

Enjoy the show.

On this episode, we discussed the gulf between physical and digital product teams.

How the pace of innovation in the software industry quickly outpaced the physical product industry

The physical product industry is full of waste and is ripe for optimization

The lessons that the software industry has learned over the past 20 years can be directly applied to physical product research

You shared three lessons that physical product researchers can implement right away

• The best data is the data that most closely reflects reality
• Invalidate, don’t validate 
• Size research effort proportional to the risk of being wrong

We also discussed how the physical product research space changed in COVID and how in the next decade you’re hoping to see more agility come in at all stages of physical product research

Hope you enjoy the episode.

We discussed how one size doesn't fit all in market research, and the critical role of international survey design in today's insights world.

We covered:

• Culturally relevant survey design.
• Knowing and understanding your respondents and how they want to be spoken to.
• Dos and Don'ts of survey design for international surveys.
• Ensuring the survey design itself works for all markets, not only linguistically but technically.
• Examples of what can happen when international survey design isn't used.
• The future of translation in market research and the role of AI.

Enjoy the show

Marion’s experience in the market research field began in software and technology, she now works to help clients employ ResTech solutions to future-proof their insights practice.

An avid follower of the latest trends and innovations, Marion is enthusiastic about market research technology and insights. Since 2018, she has served as the lead on WIRe’s “WIRe in Color” initiative, which seeks to strengthen the connections among—and raise the visibility of—women of color in market research.

On this episode, we discussed Marion’s work in the ResTech space, as well as her invaluable contribution to WIRe in Color across the industry.

We talked about the work that WIRe in Color is doing. The leadership and mentor programs, etc., which are helping people to find their place and their belonging in the industry.

We touched on performative diversity as well, which is about making sure that companies just aren't checking boxes when it comes to DEI, but actually putting in things that will give longevity to these initiatives as well.

We covered off how far we've come, especially considering what many have and still do go through in their lives.

And we also went into ResTech and the role that that plays and in market research but also and diversity, equity, inclusion, and access. Marion shared with us what she is really excited about when it comes to the innovation that’s hitting the market, some of which includes platforms that are bringing together multiple methodologies.

We hope you enjoy the show.

John is joined by two inspiring insights professionals - Sherri Dansby and Damon Jones, founding members of the Insights Association's IDEA (Inclusion, Diversity, Equity and Access) Council. Sherri, Damon, and the IDEA Council are working to fulfill a mission to deliver measurement, education, and standards of excellence to address the lack of representation in the insights profession and the populations it researches. 

Sherri and Damon we’re excited to share what the IDEA Council has accomplished since its inception in 2020. They talk about our “IDEAtor” fellowship program for young professionals, Equity Toolkit, and our “research on research” efforts to understand the current state of inclusion and diversity (aka DEI) in the industry and how to improve the execution of market research studies.

They provide some good advice for insights professionals regarding what they can do to bolster their IDEA efforts.

At Infotools, we know the value of providing organizations with representative insights. And with every improvement done before survey data is collected, i.e. who we hire, who strategizes. who designs, what is asked, who asks, how it is asked, who shapes, etc., the better we all will be as a result.

Here are some links discussed in the episode:

“The Evolution of Demographic Questions”, a position paper on how to ask demographic questions on Gender, Sexual Orientation, and Race and Ethnicity. https://bit.ly/IDEA_Qs.

https://www.linkedin.com/showcase/idea-council

Enjoy the show.

The show covers the rising preference we're noticing of stakeholders and decision-makers getting their hands on the data to actually become data driven, They've realised the value in being able to dig in deeper to the data, interrogate it, challenge it, in order to arrive at the most valuable of insights.

It's why we're championing those who, to use a sports analogy, would rather play than watch from the stands. 

Why do this? Well, when your insights function is working well, you’ve got everyone playing the game who needs to be, and you’re making decisions that help lift the overall performance of your team on the pitch, you’ll start winning more often. And when this happens, you’ll start seeing more people want to watch from the stands - be this your customers, prospects, and potential employees. And when your prospects like what they see, they’ll sooner or later become fans. And we all know what happens at that point. 

Hope you enjoy the show.

On the show, we talk about:

- How effective messaging, that brings about a desired outcome, follows a storytelling framework that anyone can learn and deploy

- David described how effective messaging is achieved by covering off four key things – personas, cognitive bias, a storytelling framework, then testing and refinement.

- We discussed when brands get this right, barriers to purchasing are eliminated because customers are drawn to brands that are connected with their needs and wants.

- And David closed with a few examples of brands that are getting messaging right, which included Zoomcare, Liquid Death, and Gong.

Enjoy the show

Jason has a rich history in the insights sector, founding the Research Now APAC chapter and steering SSI’s APAC business to greener grass. Jason has a passion for exploring how the world works, the know-how for making it better, a deep understanding of consumers, and even has a degree in neuroscience.

Horst and Jason discussed:

> How 12 year olds next door could be completing MR surveys to buy electric scooters (and you may not even know it). This behaviour is likely more widespread than we think it is (or accept it to be). To put this into persona talk, Fabricated Frank sure does answer a lot of surveys.

> Automatic fraudster detection and checks aren’t good enough anymore. There is more that's needed to be done in order to clean up this issue.

> There is a significant need for panel and field suppliers to truly verify the identity of people.

> The market research space really needs to care about this – not just pretend we do.

> On top of compensation, the industry really needs to focus on survey experience (SX), in order to recapture the stature and reputation that has been lost by the industry over the past decade or so.

> And of course, that having something that you are passionate about outside your professional career and even outside your comfort zone, whether that’s a side hustle, a hobby or something that truly challenges you – often makes you a better professional.

Enjoy the show.

Ultimately, dashboards are a means to an end, they should never be table stakes. Bryan and Geoff discuss how dashboards are often a way to give people access to consumer data. When this is working well, organizations can make decisions in much shorter time frames, which is paradigm-breaking for most who haven't embraced modern processes and technologies.

Enjoy the show.

Rather than analyzing all data that is common between two people groups (generally 90-95%), Relative Insight scrupulously digs into all that is different between the two groups (normally 5-10%). This approach enabled the one law enforcement department to spot those bad actors who were posing as teenage girls.

Relative Insight then moved into the insights and market research world and is quickly becoming a force in its own right, helping insights teams understand different target audiences, knowing which ways to talk to them, and how one should even gather text for analytics in the first place, in order to get respondents to respond with meaning.

In this episode, we discuss the international standards certification for market research ISO 20252.

Annie and Elissa provide a little background on their careers and involvement in producing and maintaining the standard.

The certification has specific annexes that organizations can be audited on, which are relevant to the role they play within the industry - from sampling methodologies to data management and processing requirements.

The certification is relevant for all parties, including in-house corporate insights teams, agencies, and software providers.

Elissa speaks to the benefits she has witnessed organizations realize after undertaking the changes required to meet the standards - a couple of the biggest of these being efficiency gains from avoiding re-work, as well as reducing risks of things going wrong with their research.

Enjoy the show.

Throughout the podcast, we talk about:

- What led to John writing his book Poll-arized: Why Americans don't trust the polls.

- There are serious data quality issues across all types of survey research – not just the election polls.

- One of the biggest contributors for this historically low trust is all stems from low response rates.

- The industry's investment in methodology and technology has largely not gone towards improving respondent trust and response.

- Our sector's tendency to focus almost exclusively on sampling errors, when there are many more consequential errors to consider.

- And, ironically, how lack of trust in polls could actually lead to an increase in voter turnout.

Enjoy the show.

During the podcast, we discuss:

- How the market research industry is changing rapidly as a result of cultural shifts and innovation

- The demand for good survey participants far exceeds supply, as a result, survey conversion is more important than ever

- Our first line of defense is creating an engaging survey experience. Mind, you could still have hundreds of participants drop off even if the survey is short and engaging

- Keeping partial completes could help solve the participant crisis and speed up fieldwork. It’s not a straight forward decision. Like everything else it requires trade-offs

Hope you enjoy the show

Sample quality has become endemic across the industry. You mentioned that B2B suffers from this the most, but obviously B2C prone to it as well. It is a significant issue. A number of things that haven't or aren't sufficient any more like the Double Opt In, self-selection, etc.

We really need to have buttoned up screeners to help us to weed out bad actors. Customer recruitment can help in this space too.

Phone interviewing and field studies are back, which is great, since it's fraud can't be scaled to the extent that 100% online can. This means there's a whole lot of new or not new, but existing collection tools that people can use to reach a broader section of society.

We talked about how some are cleaning up to 80% of the sample, which is quite scary to think about the value which they could be missing out on by doing such things incorrectly.

We discussed how we need to get our surveys shorter, be device agnostic with the with our collection tools and also use multiple recruitment methods to make sure we're not just focusing on over those representative, prolific online people.

We explored the use of technology in the recruitment phase, with the likes of geolocation, language, IP addresses to help keep people out of or confirm people before they enter using prescreen as well.

There's also improvements we can make in the design phase, using things such as refusals, questionnaire design, flaws, falsehoods, social desirability, people giving politically correct responses rather than the true opinions that we talked about briefly on the screening phase.

We looked into some things we can do in real time as well, such as developing consistent and efficient, accurate data checks, confirming knowledge respondents confirming attentive respondents, but not being too aggressive with it.

And then we looked at a few different things such as speeders, open interviews, straight lining, red hearings. You also talked about numeric outliers and contradictory and probable responses as well.

And lastly, we spent a moment imagining if we were to get everything right in the sample space, as improbable as it may be, and what would happen.

Enjoy the show.

On the show, we discussed:

- How less is more when it comes to consumer insights data as organizations and decision makers alike have far too much on their plates to be sifting through and trying to make sense of the fathoms and fathoms of data stored in lakes.

- We went on a trip down memory lane to explore Jason’s journey in the market research and insights world.

- We discussed how having less data can actually help insights teams and businesses to go deeper into the data and analyses.

- We briefly looked at the reason for the deluge of data we find ourselves in.

- We mentioned the importance of respecting the context of storing data in order to retain its full value, think respondent vs syndicated data.

- We talked about an alternative north star to quantity of data, which is action. There’s no point in having the best, most interesting insights in the world, if it’s just academic no change or success comes of it.

- And lastly we had a look into the crystal ball to see what’s instore for the insights sector.

Hope you enjoy the show.

Horst and Alyona take the reins of this show, presenting their paper from the 2022 Research Association of New Zealand Conference: AI – friend of foe?

Their paper delves into a joint project they were involved in, using AI to find insights from online reviews of Coca-Cola, the world’s largest soft drinks manufacturer.

Enjoy the show

During this podcast:

We ultimately talked about the never-relenting, always present challenge of data quality in the market research space. Lisa mentioned that even though this issue has grown and changed over time, it remains fundamentally the same: there will always be fraudsters looking to cash out on survey incentives.

We discussed how and why there’s no single or easy fix to this issue, and why that isn’t an excuse not to do something about it.

We discussed the size and impact that cyberfraud has in the world and on the market research sector, as well as where the fraud starts in the market research space, which the ad tech space was mentioned.

We even looked at what may cause some people to become cyberfraudsters.

And finally, we talked about some of the things organizations can do to mitigate, minimise, and prevent the impact of cyberfraud in our market research efforts, which will go a long way in increasing the quality of our data, the insights that can be generated from this data, and the actions that can be made as a result of those insights - which, if we have our customer centric hat on, will improve outcomes for our clients as well.

Enjoy the show.

Priscilla joined us on the show to talk about:

- The importance of understanding the context we’re in and the biases we bring to our market research projects, as these can influence the outcomes.

- The need for us to retain our humanity at each step of the market research journey so we respect everyone’s time and contribution, which will lead to greater long-term outcomes and insights. 

- The need of having different standards for both brands and the industry when it comes to qualitative and quantitative research.

- We looked into some of the key differences between reasons as to why we need to have different standards, as well as the role that brands and the industry play in shaping and adopting these standards.

- We explored some of the challenges that we face in achieving success in this area.

- And we finished on what success looks like for those in the profession when we get these best practices in place.

Enjoy the show.

Like Infotools, Karen has been in the research industry for 30 years, largely as a full-time qualitative researcher. She merged her two passions in joining GreenBook as Head of Content; her role is responsible for the overarching content strategy and influencing the editorial direction of GreenBook’s industry-leading blog, podcast and global events.

During the episode, we talked about:

- How mindfulness, networking, and taking the plunge are all key parts of building a meaningful career in the market research industry - or any industry for that matter.

- We looked at what it means for each of these three parts and how we can do better.

- We touched on the role of creative and lateral thinking in crafting a successful career in the insights sector.

- We looked at the role that GreenBook plays in the market research and insights industry.

- And we finished on what could be instore for us in the years to come.

Enjoy the show

Topics covered in the episode include:

- What we've been missing out on over the last two and a half years

- The types of industries that are again embracing in-person research, which Fieldwork have a large focus on.

- The tactics and strategies Fieldwork used to overcome the hurdles of getting people back into the swing of in-person surveys, which touches on the evolution they witnessed of the data collection method.

- Aryn talked touched on fraud and the steps they take to minimize or remove it from their samples.

We hope you enjoy the show.

Fieldwork recruits respondents according to client specifications and host in-person, remote, or hybrid research sessions where clients uncover insights for brand and business impact.

We drew on her extensive experience in the industry to discuss the dreaded data shift, something many of us know a lot about after recent pandemic-ravaged years we've endured.

Throughout the episode, we discussed:

• Those dreaded data shifts and how insights teams and brands can help navigate after experiencing such a shift.
• We took time to understand what a data shift was, mentioned a few examples, including those that are internal and external shifts.
• We covered what to look for when trying to spot a data shift, especially when one has occurred but it's not reflected in your data.
• We looked at both what an organization should and shouldn’t do once they’ve spotted a shift in their data.
• And we touched on the role of technology in helping an insights team move forward with their longitudinal study.

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Today we talked about the critical role market research plays in helping organizations track and understand consumer behavior, especially in times of crisis.

We had an overview of the work in which AMC Global is currently engaged, including the primary research they facilitated with the help of OpinionRoute.

Shira shared some insight into the practices and methodologies they used in the study, and the reasons why they decided to make the findings of that study open to anyone who wants it.

We talked about some of the key findings from the study, such as tech adoption, beverage consumption, environmental impacts, corporate responsibility, and the gift that keeps on giving that is supply chain issues.

We touched on and shed some light on why it’s important to keep an eye on changes in consumer behavior.

And finally, we gazed into the crystal ball to see what could be instore for the market research sector in this post-pandemic world we are either in or at some unknown point in time will enter.

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During the show, we discussed:

- The evolution and impact of privacy in this digital age, and how organizations are needing to change both processes from a technology, a human, and a strategic perspective. 

- Life after the death of the cookie, what it’s like to operate as a marketer, as an organization when you can’t readily track who is coming to your website, ultimately, why that is a good thing too.

- We looked at what cookies are and how they were historically used.

- Johann gave us a rundown of the research and methodology LRC and Rep Data used to help organizations grapple with the shift to a cookieless operating environment, including some key findings from their research, such as AI to help put pieces of the puzzle together.

- We addressed some of the privacy concerns regarding this matter.

- Johann touched on what differentiates leaders from a technology adoption and usage perspective, in both B2B and B2C worlds.

- And, we dived into the role of primary research in this cookieless world, being able to use that research in parallel with other business data, to drive future decisions.

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Vignesh shared some great insights into the state of fraud in the market research and insights sector. The way fraud has permeated throughout the entire world means insights teams need to be proactively investing in the quality of their market research and consumer data.

Focusing on inputs (rather than outputs) is the first piece step that the industry can take to limiting fraud, with such tools as digital fingerprinting, text analytics, etc.

We touched on the role that well-designed, shorter, and more engaging surveys plays in getting clearer, more accurate responses, not to mention better payouts.

The episode also dived into why we've seen a sharp increase in fraud lately, the potential for fraud in neuroscience, and false positives and false negatives.

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The key points included:

- The key driver that successful innovation teams use to launch and iterate products and services that resonate with the market, which ultimately comes down to focusing on the behavior that you’re wanting to nudge or disrupt. 

- Greg highlighted some of the frameworks his team uses to better predict behavior and help bring better understanding to their clients of their customers. 

- We looked at what makes InsightNow’s Implicit / Explicit testing approach, and the importance of knowing the percentages of how many people are either nudged or disrupted. 

- Greg touched on the science behind the innovation approach, specifically the implicit/explicit test. 

- And lastly, we explored some applications of the implicit/explicit test and work through their testing centre that Greg and the team are involved with at InsightsNow.

Happy listening.

Geoff Lowe, Maria Tyrrell, and Murray Campbell discuss what the world would be like without market research, and in the process show the value and role it plays in our daily lives.

This episode uses the 3 of the 17 United Nations Sustainability goals, and explores how market research applies to each one.

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Host and guest, Michael Howard looks into the role of BI tools, and compares them with the external equivalent CI tools.

The episode covers:

> BI tools are an incredible asset to an organization and can deliver all sorts of insights that can help an organization, but, they simply can’t easily deliver the same kind of value to insights professionals that a fit-for-purpose consumer intelligence tool can.

> We dived into BI tools, exploring their rise and use in the business world, which included five reasons why BI tools aren’t fit-for-purpose for market research data.

> We touched on the workaround that broke the metaphorical camel’s back, digging into reasons why workarounds aren’t always the solution for market researchers.

> We looked at consumer intelligence tools and how they’re focused primarily on the consumer, the customer, the user. This covered CI tools being valuable in storing and processing data in a way that respects the statistical nuances of consumer and market research data.

> And we finished with the need to focus on desired outcomes then working backwards to see what path is best for your insights function to take.

Enjoy the show.

In this episode, we cover:

> How market research and insights teams are exposed to far too many 'innovative' tech tools that aren’t put through adequate testing before being released into ways of working.

> A brief history tour of how the industry got to where we are, revisiting some important milestones along the way, such as the early adoption of the internet, which birthed online research, initial usage of mobile phones in market research.

> Innovation in and around the Millennium Bug, including what initially drove the major uptake of online research, plus the genesis of online communities.

> The positive and negative impact of VC and PE on innovation in the market research space.

> And some crystal ball time looking into the future of innovation within the sector.

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In this episode, we discuss:

> How data quality is so much more than just the quality of our data, as it requires a concerted effort not just in how we’re collecting the respondent data, but also who is collecting, analyzing, and distributing the insights too.

> We discussed the need to be cognizant of data privacy, as the lack of it being front and centre in our efforts will lead to an erosion of trust with respondents, the market, etc.. In turn, our research won’t result in much except a loss of reputation within the organization.

> We explored privacy-first design, how organizations are achieving this, and what results they are realizing by doing so.

> We talked about the need to be a truly diverse, equal, and inclusive business. Not just because it’s the right thing to do, but also because our insights are going to be far more effective and representative of the world.

> And finally, we undertook a little thought experiment to see the difference between organizations who truly embrace DEI and those two continue doing market research as we’ve always done it.

Enjoy the show.

The episode explores submissions that tie into conference themes, avoiding anything remotely salesy, how to be concise but not too concise, presenting novel ideas that others can run with, and what makes the best case studies stand out.

Ultimately, the discussion covers off the importance of ROI, elusive as it may seem.

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Kristin joins Infotool's Director and Head of Sales Geoff Lowe on the show to discuss this poignant issue that the industry is facing.

The episode covers how we can get burnt out by doing things we really love, not just those laborious things we don’t. Historic expectations of busyness formed bad habits, and left us with a form of guilt if we don’t keep up our productivity levels.

Burnout is not a unique thing to executives, it’s researchers too, which Quirks recently picked up on. James Pickles has been talking publicly about his burnout, and we need to be more vocal about this issue, as it can destroy lives.

The tension between working hard early on in your career to get ahead vs finding a balance in your life. And this is about prioritizing what’s important to you. Be mindful about what you say yes to is a no to something else.

Some organizations are starting to work on wellness initiatives, being truly people-first. We need to have more Sue Embrey days, where we have relaxing workdays…

Be intentional on how you want to map out your career, put boundaries in place that ensure you can achieve your priorities, what’s important to you.

Enjoy the show.

We discuss careless respondents, reckless respondents, individual gamers, and professional gaming organizations who are all contributing to that the drop in quality that we have experienced quite sharply over the last couple of years.

We look into what's at stake if organizations fail to address these quality issues.

Jeremy talks about some of the driving reasons behind Rep Data and how it's helping raise the bar of sample quality and therefore the insight quality that rolls out from such collections and obviously the outcomes that come from those.

We touch on the macro and micro changes that need to be made from both industry and individual level, so insights can once again be that light bulb moment rather than that dull glow in the background that it has come

Finally, we cover about the idea of that market maker, the unbiased sourcing, rigorous quality controls being able to add value at scale, mutual value to both buyers and suppliers.

• The role of research in understanding the financial needs and consumer behavior, especially in the face of such unprecedented change.
• How research is also able to dramatically improve the financial wellbeing and therefore the lives of people, when organisations put such research to use - rather than simply leave it in a PowerPoint presentation collecting dust.
• The Future of Money study, which has helped track those said changes, and also the launch of the insights kit, which will let people analyze the findings themselves.
• And some of the tangible outcomes of the work Logica are doing, as well as the pro-bono work that Lilah and her team carry out.

Enjoy the episode.

We cover the role of academia in the commercial sphere, as we saw with the likes of Immersion.

We touch on the kinds of insights that have been uncovered using neuroscience

And finally, we look into the crystal ball to see what the future may hold for neuromarketing.   

Enjoy the show.

Simon discusses the disconnect of the technology dream sold by vendors and the reality facing insights teams, which is fundamentally caused by vendor's superficial understanding of market researchers. This also includes potential ulterior motives that arise from private equity and venture capital funding, and what this means for the long term.

The episode covers key challenges facing insights teams, including:

o   Increased strategic relevance

o   Need for real time information

o   Greater experimentation

Finally, and most importantly, Simon explores what it looks like when market insights functions get their tech investments right, and the value and outcomes they can achieve as a result – which isn’t a dream at all.

Enjoy the show.

- How the industry is currently working rather in fragmented and sequential ways, which slows down the process to value and even reduces the value itself.

- The potential solution of where get clients and stakeholders become involved in the discovery and understanding of the insights and the consumer data that they're analyzing.

- How hands-on approach leads to a better grasp of what's happening in their customers' minds, which means they can take faster action as a result of what they've learned.

- Some of the barriers of this data enlightenment, include researchers holding onto the kingdom (of old), and then also technology and disparate systems as well, 'undemocratic' processes. All of these requiring shift in mindset / changing of expectations.

- And lastly the fruit and joie de vivre insight teams can rediscover when they unleash the power and potential of these modern, consumer data and insight tools.

She spends the episode drilling into that statement, with insights into how shoppers are behaving, the importance of reviews, why researchers should be focusing on actions rather than theoreticals, and also why the typical decision-making funnel no longer holds.

• How our curiosity, our experiences, our ideas and intuitions – things that are inherently human - together with technology lead to successful business decisions and outcomes for clients.
• How technology solutions are giving us the time back to feed that curiosity.
• Why you need to involve the people that work on the processes you want to improve first and foremost.
• Why new technology solutions often come with new processes and implementation pains. And that’s why you need a senior leadership sponsor and should start small.
• And why you need to find the right partner, people, and capabilities to look at those sticking points that you want to improve.

If you like this episode, please subscribe to the podcast, share it with others who might also find it helpful, and get in touch if you’d like to be on the show.

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