Afleveringen
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Welcome to Now that's Significant, a market research podcast hosted by Michael Howard. In this episode, Febronia Ruocco, a global insights and analytics director, returns to discuss the importance of insights, influence, and impact in the market research industry, particularly as we look at 2025 and beyond.
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.
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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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On this episode of Now that's Significant, a market research podcast, host Michael Howard is joined by Sherri Dansby to discuss the crucial role of market research in addressing the needs of older adults, especially those facing social isolation or living with disabilities.
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.
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Zijn er afleveringen die ontbreken?
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In this episode of Now that’s Significant, hosted by Michael Howard, Head of Marketing at Infotools, the discussion features Todd Kirby, a seasoned marketing research and insights professional.
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.
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Welcome to 'Now that's Significant,' a market research podcast hosted by Michael Howard, Head of Marketing at Infotools.
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.
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In this episode of Now that's Significant, a market research podcast hosted by Michael Howard, Head of Marketing at Infotools,
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.
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This episode of Now that's Significant features host Michael Howard, Head of Marketing at Infotools and Jo Secher, a freelance researcher.
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.
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Thanks for listening to this episode of 'Now that's Significant,' a market research podcast hosted by Michael Howard, Head of Marketing at Infotools. Joining him is Lauren Cheatham, a behavioral scientist and principal quantitative researcher at Roblox.
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.
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In this episode of Now that's Significant, host Michael Howard, Head of Marketing at Infotools, is joined by Lisa Miller, President of Lisa W Miller and Associates and author of 'The Business of Joy.' The discussion revolves around the concept of joy as a vital component for economic and business growth, particularly in challenging times like the pandemic.
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
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In this episode of Now that’s Significant hosted by Michael Howard, Head of Marketing at Infotools, the discussion features Bob Fawson, founder and CEO of Data Quality Co-op. The episode delves into the challenges and opportunities within the data quality landscape of the consumer insights industry.
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
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This episode of Now that’s Significant, a market research podcast, welcomes Michelle Murphy Niedziela, PhD, a behavioral neuroscience expert, to discuss the potential and pitfalls of applying neuroscience to market research.
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
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In this episode of Now that's Significant, a market research podcast, host Michael Howard delves into the complex relationship between artificial intelligence and human creativity with guest Vivienne Ming, a theoretical neuroscientist, entrepreneur, and author.
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.
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In this episode of Now That's Significant, a market research podcast, host Michael Howard interviews Tom Johnson, Senior Director of Consumer Insight and Analytics at Jack in the Box and Del Taco, about his journey in market research and the importance of aligning insights with business goals.
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.
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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!
***
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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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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