Afleveringen
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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!
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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, 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.
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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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Zijn er afleveringen die ontbreken?
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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!
***
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.
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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, host Michael Howard, Head of Marketing at Infotools, is joined by Alysse Henkel, Vice President of Research at The Vision Counsel. Henkel discusses her transition from program evaluation to market research, highlighting the similarities and differences between the two fields.
Henkel shares her experience overhauling outdated data systems at The Vision Counsel, emphasizing the importance of data quality, security, and accessibility. She discusses the challenges of updating a 20-year-old tracker survey while maintaining historical data for trend analysis.
Henkel also provides insights into the unique nature of market research at a trade association, explaining how The Vision Counsel conducts both economic and consumer research to benefit its members across the optical industry.
Henkel reveals that The Vision Counsel is increasingly incorporating qualitative research and leveraging big data sets for economic analysis. She also discusses the importance of partnering with research providers who prioritize data quality, integration capabilities, and high-quality data visualization.
Here are seven key takeaways from the episode:
+ Transitioning from program evaluation to market research in a non-profit environment involves learning new terminology and adapting to different reporting styles.
+ Leading with research results and providing methodological details as supplementary information is crucial in the commercial sector.
+ Program evaluators can learn from market researchers about effective communication and packaging of research insights.
+ Market researchers can benefit from program evaluators' focus on participant-centered research and culturally sensitive language.
+ Modernizing data systems and processes is essential for ensuring data quality, security, and accessibility.
+ Updating outdated research instruments requires careful consideration of historical data and effective change management strategies.
+ Trade associations play a unique role in market research, providing both economic and consumer insights to benefit their members.
Tune in to future episodes of Now That’s Significant for more insightful discussions on the latest trends in market research.
***
Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.
www.infotools.com
Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.
Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.
While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.
One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.
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In this episode of "Now That's Significant," host Michael Howard interviews Aparnaa Rajasekaran, Segment Insights and Strategy Manager at Georgia Pacific.
Aparnaa shares perspectives on how insights professionals can shape business strategy, emphasizing the importance of serendipity, a passion for excellence, and an entrepreneurial spirit. She highlights her inquisitive nature and how her background in sales, brand marketing, and insights, coupled with her education in technology, has shaped her approach to market research.
Aparnaa discusses the critical role of customer and consumer insights in today's fast-paced business environment. With data abundance, understanding consumer needs, fostering loyalty, driving innovation, and mitigating risks are crucial for success.
She emphasizes the power of insights professionals to influence business strategy by transforming data into meaningful and actionable insights for leadership teams.
Aparnaa provides valuable strategies for effectively communicating complex insights to senior leadership. She emphasizes understanding the audience, their decision-making process, and presenting information clearly and concisely. Aparnaa also highlights the importance of aligning with stakeholders, preparing pre-reads, and adapting communication styles for different departments like sales and innovation.
Some key takeaways from the discussion include:
- Understand your audience and tailor your message to their needs.
- Develop a strong understanding of your company's business goals and how your insights can help achieve them.
- Be able to clearly and concisely communicate your findings to both technical and non-technical audiences.
- Build relationships with key stakeholders across your organization.
- Stay up-to-date on the latest trends and technologies in market research.
The resources mentioned in this podcast are: Emotional Intelligence by Daniel Coleman, Start with Why, Simon Sinek, Win Every Argument- Mehdi Hasan, How to win friends and Influence people – Dale Carnegie, Mel Robbins Podcast, and The Alchemist by Paulo Coehlo.
For more insightful conversations with market research experts, subscribe to "Now That's Significant" on YouTube or your favorite podcast platform.
***
Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.
www.infotools.com
Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.
Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.
While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.
One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.
Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.
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Welcome to this episode of Now that's Significant, a market research podcast. Today's guest is JP Soltesz, a strategist, innovator, and futurist. The main topic Michael and JPO discussed is how market researchers can build on their human skills in a technology-first, AI-driven world.
Here are five key takeaways from the episode:
1. Commercial drivers of AI: AI can automate mundane and repetitive tasks, freeing up employees for more strategic and higher-value work, potentially leading to revenue growth and reduced costs.
2. Preparing for an AI-driven workplace: Employees should be open to AI, identify tasks suitable for automation, and embrace upskilling opportunities. Leaders need to be transparent about their AI adoption strategies and encourage employee input.
3. Uniquely human characteristics: While AI can mimic creativity, curiosity, competitiveness, and compassion to some extent, humans have a limitless capacity for these traits.
4. The importance of human creativity: Consumers value human-driven creativity, as seen in the enduring popularity of live music and the rejection of performance-enhancing drugs in sports.
5. The power of human curiosity: True curiosity involves active listening and a willingness to act on new information, something AI cannot fully replicate.
After listening to episode, it's well worth considering: In a world increasingly shaped by AI, how can we leverage our uniquely human strengths to thrive in the future of work?
Tune in to other episodes of Now that's Significant for more insights on the latest advice, trends, and innovations in the insights industry.
***
Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.
www.infotools.com
Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.
Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.
While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.
One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.
Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.
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In this episode of Now that’s Significant, host Michael Howard, Head of Marketing at Infotools, sits down with Ed Keller, CEO of the Keller Advisory Group, to discuss the impact of the creator economy on American consumers. Keller, a leading expert in word of mouth, influencer marketing, and consumer insights, shares valuable insights from his recent study, "Unveiling Influence: The Impact of Creators on American Consumers Lives."
Keller highlights the significant size of the creator economy, revealing that a staggering 27 million paid creators exist in the US, representing 14% of consumers aged 16 to 54. The study also found that 70% of Americans in the same age group follow creators and influencers, with 60% engaging with creator content daily. Keller emphasizes that creator content consistently outperforms traditional advertising across various dimensions, including relevance, emotional connection, trustworthiness, and uniqueness.
The study reveals that consumers primarily seek entertainment and educational value from creator content. Food, beverage, and cooking content emerged as the most popular category, followed closely by entertainment. Instagram and YouTube are the dominant platforms for creator content consumption, with TikTok trailing in third place. Importantly, 80% of consumers reported taking further action after engaging with creator content, with a significant portion researching brands' websites and making purchases.
Here are seven key takeaways from the episode:
+ The creator economy is a significant force, with a vast number of creators and followers.
+ Creator content surpasses traditional advertising in effectiveness across multiple aspects.
+ Consumers value entertainment, education, and product reviews from creator content.
+ Instagram, YouTube, and TikTok are the leading platforms for creator content consumption.
+ Creator content drives consumer action, including brand research, social media engagement, and purchases.
+ Brands should partner with creators who align with their target audience and values.
+ Marketers can leverage creator insights to optimize their strategies and amplify brand messaging.
Tune in to future episodes of Now that’s Significant for more insightful discussions on the latest trends in market research.
***
Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.
www.infotools.com
Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.
Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.
While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.
One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.
Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.
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In this episode of Now That's Significant, host Michael Howard, Head of Marketing at Infotools, delves into the common concerns market researchers face when considering new software.
This episode focuses on three key categories of concern:
Usability, Learning Curve, and Team Adoption
Software Complexity: Michael emphasizes the importance of user-friendly interfaces and intuitive design. He suggests looking for software that focuses on specific needs rather than trying to be everything to everyone. He also highlights the importance of comprehensive training and readily available customer support.
Disruption to Current Projects: Michael recommends phasing in adoption gradually, starting with smaller teams or pilot programs. Running the new system parallel to existing workflows can also provide valuable insights and minimize risk.
Team Resistance to Change: Including team members in the selection process and soliciting their feedback can encourage buy-in. Identifying internal champions and highlighting the benefits of the new software can also ease the transition.
Impact on Workflow and Productivity
Added Workflow Complexity: Michael advises against replacing like-for-like solutions and emphasizes the importance of significant value-add. Conducting a time analysis of current processes compared to the proposed software workflow can reveal potential time savings and bottlenecks.
Actionable Insights: Set up personalized demos with past projects to compare results and identify potential improvements in data accuracy and insights. He also suggests leveraging case studies, testimonials, and industry reports to gauge the software's effectiveness.
Time Constraints: Michael recommends prioritizing essential features based on organizational goals and delegating the initial research and utilizing online software review platforms and industry reports can also streamline the process.
Technical Capabilities and Requirements
Data Accuracy and Reliability: Michael suggests inquiring about the software's data sources, validation methods, quality control measures, and compliance with regulations like GDPR and CCPA.
Meeting Specific Research Needs: Clearly define their research requirements and data complexities. He advises seeking vendors who are transparent about their software's capabilities and limitations and are willing to discuss potential workarounds.
Data Migration Challenges: Consider future data migration needs. He recommends prioritizing software that allows for easy data export in industry-standard formats, ensuring flexibility and avoiding vendor lock-in.
***
Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.
Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.
Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.
One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.
Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.
Feel free to check out our platform and services at www.infotools.com
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Join Michael Howard, Head of Marketing at Infotools, as he sits down with Victoria Sakal, Head of Growth at Wonder and GRIT Future List nominee, to discuss the evolving landscape of market research, and in an AI-powered world.
Victoria shares fascinating insights from Wonder's recent 'research on research', revealing how organizations are facilitating and utilizing market research across their entire structure, and how they are adapting their teams, processes, methodologies, and technology stacks in this new era.
Discover five key takeaways from their conversation:
1. High-performing teams prioritize asking the right questions. They emphasize understanding stakeholders' needs and framing inquiries effectively to ensure impactful outcomes.
2. Successful teams embrace a diverse research stack. They leverage a blend of primary, secondary, behavioral, and product data to gain a comprehensive understanding of their target audience.
3. Leading organizations maintain a healthy research cadence. They balance quick ad-hoc inquiries with ongoing monitoring and larger-scale projects to stay agile and informed.
4. AI tools are transforming research workflows. While researchers acknowledge AI's potential, they also express concerns about data privacy, accuracy, and the need for human oversight in analysis and decision-making.
5. Collaboration and knowledge sharing are crucial. Breaking down silos and fostering a culture of curiosity empowers teams to leverage insights effectively and drive better business decisions.
Tune in to gain valuable insights into the future of market research and learn how to harness the power of data in a rapidly changing world. Don't forget to subscribe to Now That's Significant on your favorite podcast platform for more insightful discussions.
***
Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.
www.infotools.com
Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.
Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.
While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.
One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.
Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.
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Join host Michael Howard, Head of Marketing at Infotools, as he sits down with Bryan Smith, Product Evangelist & Implementation Specialist at Ipsos, to explore the intriguing world of market research technology. Bryan, a self-proclaimed data enthusiast and efficiency advocate, shares his valuable insights on navigating this evolving landscape.
Discover the key fundamentals for assessing new technologies, the diverse ways market researchers are leveraging technology in their daily work, and common obstacles hindering wider adoption. Bryan also sheds light on how research teams can position themselves for success, and he highlights the tangible benefits of integrating technology into market research processes.
Five key takeaways from this episode:
1. Understanding the fundamentals of assessing new technology
2. Exploring the diverse applications of technology in market research
3. Addressing the underutilization of technology
4. Setting up research teams for success
5. Recognizing the benefits of market research technology
Tune in to gain valuable insights from Bryan's extensive experience and discover how to harness the power of technology to enhance your market research efforts. If you enjoyed this episode, subscribe to "Now that's Significant" on your favorite podcast platform for more insightful discussions on market research.
***
Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.
www.infotools.com
Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.
Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.
While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.
One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.
Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.
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In this episode of Now That's Significant, host Michael Howard, Head of Marketing at Infotools, sits down with Mike Klotz, Head of Games at Nielsen. Together, they delve into the fascinating world of market research within the ever-evolving video game industry.
Key Takeaways:
Gaming's Economic Powerhouse: The gaming industry has grown exponentially, generating billions in revenue and demanding sophisticated research approaches.
From Quarters to Clicks: The way consumers interact with and spend money on games has transformed, requiring researchers to adapt data collection methods.
Beyond Entertainment: Gaming has permeated various aspects of life, including exercise, education, and user interfaces, highlighting its versatility and impact.
Gamification in Research: While integrating gaming elements into research can enhance engagement, it often presents cost and customization challenges.
The Evolving Gamer: Defining the "average gamer" is increasingly difficult due to the diverse demographics and gaming preferences that exist today.
Research Throughout the Lifecycle: Research plays a crucial role at every stage of a game's lifecycle, from concept testing and playtesting to post-launch analysis and ongoing engagement strategies.
The Rise of Generative AI: Generative AI presents exciting opportunities for game development, but consumer education and understanding are essential for its successful implementation.
Bridging the Gap: Collaborations between gaming companies and brands from other industries are becoming more common, offering unique opportunities to reach new audiences.
We hope you enjoy the episode.
***
Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.
Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.
Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.
While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.
One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.
Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.
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This episode of the Now That's Significant podcast features a conversation between Michael Howard, Head of Marketing at and photos, and Horst Feldhaeuser, Group Services Director at Infotools. They delve into the critical topic of brand tracking studies and their continued relevance in the ever-changing market research landscape. The discussion centers around the need for constant review and improvement of these studies to ensure they remain effective and insightful.
Horst emphasizes the importance of adapting to evolving consumer demographics and utilizing technology advancements. He highlights the need to move beyond traditional survey methods and embrace new data collection techniques, such as passive data and social media analysis. Additionally, he stresses the significance of streamlining data delivery processes and leveraging advanced analytics tools to extract meaningful insights efficiently.
The conversation underscores the balance between maintaining consistency in tracking studies while also embracing necessary changes. Horst encourages industry professionals to challenge the status quo and actively seek innovative solutions to enhance the quality and effectiveness of brand tracking studies. He emphasizes the ultimate goal of supporting informed business decisions and maximizing the value of these studies in today's dynamic market environment.
Top 5 Takeaways:
**Brand tracking studies remain relevant but require continuous evaluation and improvement.
**Adapting to changing consumer demographics and leveraging new technologies is crucial.
**Explore alternative data collection methods like passive data and social media analysis.
**Streamline data delivery and utilize advanced analytics tools for efficient insights.
**Embrace change and challenge the status quo to enhance the value of brand tracking studies.
Want to learn more about the evolving world of market research? Be sure to subscribe to "Now That's Significant" and check out other insightful episodes!
We hope you enjoy the show.
***
Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.
Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.
Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.
While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.
One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.
Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.
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