Episodit
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In this episode of "Now that's Significant, a market research podcast," host Michael Howard, the Head of Marketing at Infotools, engages in a thought-provoking conversation with Jeffrey Hirsch, founder and president of the Right Brain Studio and adjunct professor at USC's Annenberg School, about the increasing dominance of short-termism in marketing and its potential consequences for brand building. Hirsch, a seasoned marketing professional with a passion for qualitative insights, argues that the shift towards digital and social media marketing, driven by the need for measurable ROI, has led to a decline in long-term brand-building initiatives.
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!
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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.
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.
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In this episode of "Now That's Significant, a market research podcast," host Michael Howard sits down with Adam Hansen, principal and VP of behavioral innovation at Ideas to Go, to discuss the intersection of behavioral science and innovation.
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.
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Puuttuva jakso?
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In this episode of Now That's Significant, a market research podcast, host John Bird welcomes Professor Stephen Kraus from the University of San Francisco to discuss the importance of collaboration between academia and the market research industry.
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.
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In this episode of Now That’s Significant, hosted by Michael Howard, Head of Marketing at Infotools, the conversation with John Van Vleck, founder of The Greenroom Collective, explores the intersection of research and creativity.
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.
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In this episode of Now that's Significant, host Rebecca Maugham chats with Russell King, Research Director of Brand Strategy, Performance and Insights at the European telco Orange, about the challenges and opportunities of balancing local and global needs in market research, as well as understanding brand perception across diverse cultures and categories.
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.
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In this episode of 'Now that’s Significant,' hosted by Michael Howard, Head of Marketing at Infotools, we are joined by Jeff Vlahovich, an insights and analytics leader with extensive experience in financial services and media tech.
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.
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In this episode of 'Now That’s Significant,' host Michael Howard, Head of Marketing at Infotools, engages in an insightful conversation with Stefanie Zammit, Director of Analytics and Insight at Bang & Olufsen, who has a diverse career background spanning top audio brands like Starbucks, Marks and Spencer, and The Times, as well as agencies like Ipsos and Quadrangle Research Group.
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.
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In this episode of 'Now That’s Significant,' host Michael Howard, Head of Marketing at Infotools, delves into the world of social media research with guests Alexis Harris, Research and Insights Manager at TikTok, and Devora Rogers, Chief Strategy Officer at Alter Agents.
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.
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You'll never have to wait too long for the chance to have your work recognized as a market researcher, with awards popping up all the time.
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.
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In this episode of "Now That's Significant, a market research podcast," host Michael Howard sits down with Kristian Alomá, founder and CEO of Threadline, a market research and brand strategy agency, to discuss the power of narrative psychology in branding and market research.
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.
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In this episode of Now That's Significant, host Michael Howard, Head of Marketing at Infotools, speaks with Naomi Grewal, who recently joined LinkedIn as Director of UX Research. Naomi shares her extensive career journey, insights from her roles at leading tech companies, and her perspective on the evolving field of UX research.
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.
***
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.
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In this episode of "Now That's Significant," host John Bird, EVP at Infotools, speaks with Lucy Davison, founder and CEO of Keen as Mustard Marketing, about the launch of the Insight Awareness Index, a new initiative aimed at measuring brand awareness within the market research industry. Davison, drawing upon her extensive experience in B2B marketing, highlights a common issue within the industry: market research companies often struggle to promote themselves effectively, despite excelling at providing marketing advice to their clients.
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.
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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.
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In this episode of "Now That's Significant, a market research podcast," host Michael Howard sits down with Emily Paladino, Group Head of Customer Insights at Country Road Group, to discuss the intricacies of managing and elevating client-side customer insights teams. Emily, drawing from her extensive experience, provides invaluable advice for aspiring insights leaders.
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!
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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.
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
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In this episode of 'Now That's Significant,' hosted by Michael Howard, Head of Marketing at Infotools, we delve into the realm of augmented reality (AR) and attention research with special guests Takeshi Tawarada and Kara Louis from Snapchat. Tak, the Research and Insights Lead for AR and Attention, and Kara, the Group Manager for Global Agency Research, discuss the groundbreaking AR initiatives at Snapchat, their impact on consumer behavior, and how brands can leverage these insights.
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
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In this episode of "Now That's Significant," host Michael Howard sits down with Brian W Robinson, former leader of analytics teams at Meta and Yahoo! and author of "Project Boing," to discuss the importance of balancing the creativity of storytelling with the power and robustness of data in market research. Robinson emphasizes that impactful market research involves striking a balance between data analysis and compelling narrative - rather than just leaning on one over the other. Here are five key takeaways from their conversation:
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
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This episode of "Now That’s Significant, a Market Research Podcast," takes a deep dive into the current state of the New Zealand economy and its implications for the market research industry.
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
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This episode of "Now That’s Significant, a Market Research Podcast," dives into the evolving landscape of the market research industry, exploring the dynamics between corporate research teams and industry suppliers. Host Michael Howard is joined by Daniel Berkal, SVP at The Palmerston Group, to discuss their experiences and observations from attending industry conferences.
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
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In this episode of "Now That's Significant," host Michael Howard and guest Darrell Bricker, CEO of Ipsos Public Affairs, discuss the shocking global trend of population decline and its wide-reaching implications.
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
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In this episode of "Now That's Significant," host Michael Howard virtually sits down with Vera Chien, Executive Director of Corporate Research, Data and Insights at Warner Bros. Discovery. Vera, a seasoned research leader with over 20 years of experience, shares her insights on the power of consumer-centric research in shaping entertainment content.
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.
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This episode of Now That’s Significant, a market research podcast, welcomes AiCi Li, Director of Futures Lab at Mars. This episode explores AiCi’s career journey, her transition from traditional market research to a shopper-centric approach, and her insights on the evolving retail landscape. AiCi discusses her non-linear career path, highlighting the importance of serendipity, embracing opportunities outside of one's comfort zone, and the value of strong mentors. She delves into her current role at Mars, where she leads a team focused on bringing the 'outside in' and the 'future back' to drive innovation in the retail and marketing space.
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.
- Näytä enemmän
