Happy Market Research Podcast: Recent Episodes
Jamin Brazil
Perspectives from Top Brands: The podcast goes deep with today’s top minds in market research including GoDaddy, LinkedIn, and Adobe about tech and industry trends.
You are listening to the Happy Market Research Podcast. I’m Jamin Brazil, your host and this episode is being done in partnership with Qual360 North America. This year’s event is on March 13-14 at the Gallup global Headquarters in Washington DC. The focus of the event is on navigating the dynamic future of qualitative research. For more information check out na.qual360.com.
https://na.qual360.com/Why Every Organization Needs A Best-In-Class Social Intelligence Capability 1. Key use cases and examples from leading organizations 2. Social Intelligence as a comprehensive framework, not just synonymous with Social Listening 3. The leading tools in the space to consider, including the technology stack Nestle USA is building 4. How AI has changed the game, making day-to-day operations and insight-gathering much more efficient 5. How to succeed: the long-term vision to democratize the insights
You are listening to the Happy Market Research Podcast. I’m Jamin Brazil, your host and this episode is being done in partnership with Qual360 North America. This year’s event is on March 13-14 at the Gallup global Headquarters in Washington DC. The focus of the event is on navigating the dynamic future of qualitative research. For more information check out na.qual360.com.
https://na.qual360.com/Why Every Organization Needs A Best-In-Class Social Intelligence Capability 1. Key use cases and examples from leading organizations 2. Social Intelligence as a comprehensive framework, not just synonymous with Social Listening 3. The leading tools in the space to consider, including the technology stack Nestle USA is building 4. How AI has changed the game, making day-to-day operations and insight-gathering much more efficient 5. How to succeed: the long-term vision to democratize the insights
This podcast is being done in conjunction with Qual360 North America. The conference will be held on March 8 and 9 in Washington DC at the Gallup World Headquarters.
This year’s theme is empath, diversity, and resilience.
Similar to last year, I will be hosting the event and I would love to see you.
To learn more, check the show notes or just DM me on LinkedIn.
Our guest today is one of the speakers at Qual360.
Linda Mielnicki Light, Associate Director of Global Insights Connect and Gifting Portfolio at Mars Wrigley.
Mars is an American family-owned multinational manufacturer of some of the world’s most iconic products including M&M’S®, SNICKERS®, ORBIT®, EXTRA® and Skittles.
Prior to joining Mars, Linda served as a senior insights leader at Con Agra Foods, FedEx, and McDonalds and started as an intern at Coca-Cola.
Find Qual360 North America Online:
- Website: https://na.qual360.com/
Find Linda Online:
- LinkedIn: https://www.linkedin.com/in/lindamielnicki/
- Website: https://www.mars.com/
Find Jamin Online:
- Email: jamin@happymr.com
- LinkedIn: www.linkedin.com/in/jaminbrazil
- Twitter: www.twitter.com/jaminbrazil
Find Us Online:
- Twitter: www.twitter.com/happymrxp
- LinkedIn: www.linkedin.com/company/happymarketresearch
- Facebook: www.facebook.com/happymrxp
- Website: www.happymr.com
Music:
- “Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hey, everyone, you are listening to the Happy Market Research Podcast. This podcast is being done in conjunction with QUAL360 North America. The conference will be held on March 8th and 9th in Washington DC at the Gallup world headquarters. This year’s theme is empathy, diversity, and resilience. Similar to last year, I’ll be hosting the event, which I’m super excited about, and I would love to see you, my listeners, there. To learn more about the event, you can check the show notes or you can DM me on LinkedIn, or you can just Google qual 360 North America and it’ll take you right there. Our guest today is Linda Mielnicki Light. She is the Associate Director of Global Insights Connect and gifting portfolio at Mars Wrigley. Mars is an American family-owned multinational manufacturer of some of the world’s most iconic products including M&M’s, Snickers, Orbit, Extra, and Skittles, all of which I stock from Costco regularly. Prior to joining Mars, Linda served as a senior insights leader at ConAgra Foods, FedEx, and McDonald’s and she started her career as an intern at Coca-Cola. Linda, welcome to the Happy Market Research Podcast.
[00:01:12]
Linda Mielnicki Light: Hi, Jamin. Great to be here with you.
[00:01:18]
Jamin Brazil: HubUX is a research operations platform for private panel management, qualitative automation, including video audition questions and surveys. For a limited time, user seats are free. If you’d like to learn more or create your own account, visit HubUX.com. It is a pleasure to be able to connect with you. We’ve done so professionally before. This, obviously, is in conjunction with your upcoming talk. But before we get into the actual topic, I wanted to kind of get a little bit more context as a consumer insights professional in 2023. We’re just stepping into the year, finishing up the first month. What is keeping you up at night?
[00:01:59]
Linda Mielnicki Light: It’s a great question. So for me, I am torn between really two things. Torn between embracing technology. So as we think about the future of market research, I truly feel like we kind of have to get beyond just asking consumers, “What do you think or feel about this?” But really start to tap into some of the technology that’s at our fingertips. Now, when we think about technology, let’s think wearables, biometric feedback sensors, and this kind of thing. That’s the way of the future. And this is probably going to be impacting the way people eat, the way people sleep, how often they work out. And so as I think about that, from a CPG standpoint, I think we need to be very cognizant of that and the ability to tap into those kinds of mechanisms to really understand the full totality of a person. Now, that said, the thing that kind of keeps me up at night is just the fact that you have so much of this data that can be used and manipulated for nefarious purposes. And so as I think about that, there’s just such a responsibility. So the ability to go in and say, “Yes, I want to have wearables. I want to do this and that, broadcast my life everywhere.” That stuff also lives on forever. So technology is a good thing, and it’s a bad thing. So it’s one of the things that keeps me up at night. The other one is, and Jamin, you and I know, we’ve talked about Gen Z in the past. I do a lot of Gen Z work within our organization. And so the younger generation keeps me up at night. From the standpoint of I feel super optimistic about this generation. I feel really that these guys are going to be the creators; creators of the next generation, creators of the next institutions. They’re the ones that are calling out our political systems don’t work, our educational systems don’t work. So these guys are going to be on the forefront of that. And I have so much hope, in that generation as really calling things out, dismantling some of them, and rebuilding to a much better place. However, then the opposite, the shadow of that is these guys are connected to their phones. There’s a generation of people that are, “I’m going to be famous for being famous.” I just finished reading a book called “Hollowed Out”, where it’s I’m extremely worried about this next generation of humans. Will they be able to feed themselves? Will they be able to maintain jobs? The basics. So I’m extremely hopeful and at the same time, the counterpart of that is, I don’t know. They kind of freak me out at the same time.
[00:04:51]
Jamin Brazil: Just for the context of the audience, you have children?
[00:04:54]
Linda Mielnicki Light: Yes, I’ve got three teenagers that are very Gen Z. 20-year-olds, 18-year-old, and a 15-year-old.
[00:05:02]
Jamin Brazil: I have almost the exact same ages. I have two in Gen Alpha and three in Gen Z.
[00:05:10]
Linda Mielnicki Light: Oh goodness.
[00:05:14]
Jamin Brazil: I’m pausing because I want to be really careful with how I say it. But it’s the most gifted generation ever, in terms of categorical knowledge. You have access to anything that you want.
[00:05:26]
Linda Mielnicki Light: You have a computer in your pocket.
[00:05:29]
Jamin Brazil: And it’s more than that even. It’s the whole world, isn’t it?
[00:05:31]
Linda Mielnicki Light: Yeah. It’s fascinating.
[00:05:34]
Jamin Brazil: And it used to be the case, our generation, I’ll assert just given our children’s age, that we’re probably Gen X. Well, I’m definitely Gen X.
[00:05:43]
Linda Mielnicki Light: I’m Gen X too.
[00:05:45]
Jamin Brazil: So when we wanted to learn things, we would go to the single source of truth, which was the Encyclopedia Britannica, and/or the library. And so there were massive time gaps with respect to our ability to be able to learn both in terms of that information being able to be culminated and disseminated, so that took years. And then once that actually landed in a library, I only went to the library once every two weeks. And so, again, a big amount of space there. Whereas now, I get quite literally, that instant feedback. And I think in a lot of ways, it helps with little things like how do you change a tire? But it hurts for bigger things like what do I want to do with my life? Because there are so many options.
[00:06:31]
Linda Mielnicki Light: That plus, I think just the amount of time that they spend on their phones or the amount of time they spend in front of a screen. So now you’re in school, but you’re in front of a screen 24/7 with your computer and everything. And from that standpoint, there’s a negative effect on the brain. The blue light that comes through, that’s not a positive thing. They’re getting less exercise. They’re getting less blood flowing throughout the body. So there’s the physical aspect of it. In addition to ambition, knowledge, all of that.
[00:07:10]
Jamin Brazil: It is absolutely terrifying and everything you’re saying. And a lot of that gets kind of, to your point before around concerns around technology, the intent of most technology is to dominate your time. We used to think about share of wallet as brands. And now, many brands are thinking about time on screen or time in app, or that kind of framework. In which case, the engineering, the ability to be able to build products that are quite literally just captivating our brains, our animalistic sides. And we as humans, just kind of fall into that. Sad to say, but it just kind of is what it is, myself included. I’ve done a lot on TikTok, some professionally and some just for fun. Most just for fun. And it is amazing how you can kind of get that – You have to force yourself to separate from the endorphin rush of the swipe.
[00:08:02]
Linda Mielnicki Light: I agree with you. And so then that kind of tags back into the point I was making about wearables and the future of technology, biofeedback sensors. In the future, if let’s say you’re in a situation where it’s, “Oh, my sensor has said, I’ve eaten all the carbs I should eat for the day.” Will it ever just shut you down? Will it say, “No, you’re not going to this restaurant? You’re not doing this or that?” So it could be a very fascinating future. But it could also be a very scary future because we truly don’t know what we don’t know. And I heard somebody saying the other day, back in the, I don’t know, 1900s or something, the amount of information that existed doubled every, what, 10 years or something like that. And today, they’re saying the amount of information that exists in the world doubles every 24 hours. You just can’t be on top of your game all the time, because there’s new information that comes through and how do you sort through all of it?
[00:09:07]
Jamin Brazil: So your topic is titled “The Human Impact of Inflation”. Give us a sneak peek about your talk.
[00:09:13]
Linda Mielnicki Light: So in short, what I’m doing is I’m stitching together a few different research techniques to be able to provide some holistic context around the human impact of inflation. And the reason why this is really coming to bear for me within my role at Mars Wrigley is obviously a lot of CPG companies are going to be in the same place. We’re pulling a lot of data, data from past recessions to say, “What do you think we’re going to be seeing during this period of time?” In terms of sales, movement, what should we be expecting in terms of pack sizes? We’ve got supply chain issues, a range of topics that everybody within CPG is going through. In the context of pulling data, some of the conversation we had internally was, I think we’re missing some of the story when it comes to what’s really happening to human beings at this point in time, at this point in history. So we’re just coming out of COVID. Everyone was so excited about, “You, here’s all the things I’m going to do once lockdowns are over and everything.” And now we’re struggling with how do I get fuel for my car? How do I feed my family? We’re not going out to eat as often. So all of that is causing a lot of angst and a lot of stress. So the point of what I started to do within Mars Wrigley was to create a series of webinars that happen on a quarterly basis, around really starting to bring the empathy of what humans are experiencing during this point in history to the organization so that everybody can understand it, and they can feel it. And the other thing I say internally is, nobody that’s working at the corporate level in a CPG company is making minimum wage. We aren’t living the lives of our consumers. So really starting to bring some of the stories in front of our leadership is so impactful. So that was really what inspired me to say, let’s take some of this information and to share it at this conference. So part of what I’ll do is to share some of these empathetic and insights that we’re uncovering, but the other part is to show how we’ve been able to leverage some of the different tools and techniques that we have access to. So we can ask consumers questions via video commentary. So I have some of that in the presentation. We’ve also leveraged a few other tools and techniques. And so I’ll talk through that in the context of the talk as well.
[00:11:55]
Jamin Brazil: I love the framework of empathy. And I also appreciate that we’re very fortunate and oftentimes far removed from the general population, in terms of what keeps them up at night. And you’ve done a really good job of succinctly getting to that and helping build that bridge in the corporate framework. I’m excited about hearing your talk. What are some specific takeaways that the audience may be able to employ or deploy in their organizations?
[00:12:26]
Linda Mielnicki Light: Well, so we’ve leaned into some hot sources to look at. So how impacted are people by inflation today? So one of the key takeaways is that inflation has overtaken really anything else that has been surveyed, whether you’re talking about COVID, crime, political issues, education, what have you. COVID is the number one issue for countries globally. And that has increased in terms of the number one concern, month over month over month, throughout the year of 2022. The other, I think, key takeaway here is that in addition to consumers saying things like, “I’m stressed. I’m suffering sticker shock. I don’t have any time on my hands.” We’ve heard from so many consumers, or I would say humans, who say, “I can’t afford gas for my commute to work, so now I’m taking public transport. I’m also not going out to eat anymore.” So I’m making more meals at home. And so what’s happening in the context of that? Well, the amount of expendable time that they have on their hands is drastically decreasing, because now their commute to work is taking them three times longer. Now, they’re making their dinners at home, so they’re eating later. People are crankier. They don’t have exposure to some of the indulgences that they had previously. So you really start to dimensionalized some of the stress that people are under today. It’s not just the terminology of stress, but it’s lack of time. It’s lack of energy. It’s lack of money. And so what are we looking for? What’s going to start to fuel us? What we found is that there’s three key human insights that folks are looking for during this time of inflation. One is control because this economic environment, the political environment, the social environment that we live in, is not in our control. So control is one of those key areas that folks are really seeking at this point in time. That’s not something that someone is going to tell you, “I’m looking for more control,” when you ask them in a video interview, but that’s why stitching together all of these different tools and techniques, you start to realize, ah, there’s something underneath that. So one of those things is control. The other is care. So one of the reasons why people give to others is because you also give to yourself at that time. So care is another one of those areas where we know that everybody is suffering, just I would say all income levels, whether you’re low, medium, high, inflation is cutting across all of them. And so everyone’s in the same boat. We also know that when you’re not going out to eat, you’re not giving big gifts, what are you doing? Well, you’re baking things. You’re saying to your neighbor, “Hey, I got some extra this or that. So do you think you’d want to share?” Or you’re arranging toy swaps. You’re doing some of these other things where you’re just, “Hey, I can’t afford new toys for my child.” But now you’ve got these micro-communities of people that are getting together through social media to say we have access, or, “We’re done using this. It’s still in great condition. How can you use it?” So that’s how care is being dimensionalized as well. And then comfort. Comfort is the other area where, obviously, people are seeking a way to recharge, I would say not only their bodies, but also their emotional state, their soul. So comfort is another one of those key elements that we’ll talk about in my upcoming presentations.
[00:16:18]
Jamin Brazil: Fun. I cannot wait. That is super interesting. My last question, what is your personal motto?
[00:16:26]
Linda Mielnicki Light: My personal motto. So during this time of inflation, and I say this to my kids all the time, but it’s especially true as I’ve been doing all of this inflationary work. You really don’t know what other people are dealing with under the surface. So my personal motto is karma. It’s what goes around comes around. Don’t be a jerk. Don’t be a jerk to other people because you don’t know if they’re having a bad day. This is a blip in their life, or if it’s just a matter of they’re really struggling with something really, really heavy right now. So I would just say don’t be a jerk. I tell my kids this all the time. And it really, I think, is coming to life for me personally, as I do some of this work professionally. That the need for kindness in this world is so overwhelming. So be an agent for change. Be a force of good. And I’d say be nice to the elderly. There’s just a special place in my heart for the elderly. And I’m hoping that we will all have the opportunity to be old at some point. So again, treat everybody with kindness, because when you’re old, and you can’t see well and you can’t hear well, you’re going to be treated in a way that you treated others too. So that’s my I would say my life philosophy.
[00:17:55]
Jamin Brazil: Our guest today has been Linda Mielnicki Light, Associate Director of Global Insights Connect and gifting portfolio at Mars Wrigley. Linda, thank you for joining us on The Happy Market Research Podcast today.
[00:18:06]
Linda Mielnicki Light: Thank you so much for having me, Jamin.
[00:18:08]
Jamin Brazil: Everyone else, I hope to see you at QUAL360 in Washington DC on March 8th, and 9th. I’ll be there. Linda will be there. We would love to talk more about this particular topic and other things that are trending in the space. Have a great rest of your day.
Our guest today is Reed Cundiff, Chief Executive Officer at the Schlesinger Group.
Founded in 1966, Schlesinger is a leading provider of quantitative and qualitative research solutions and has built and bought leading technology solutions providing customers with both best-in-class service and software.
Prior to joining Schlesinger, Reed served as a General Manager at Microsoft, SVP at the Yankee Group, and CEO of the Americas for Kantar.
Find Reed Online:
- LinkedIn: https://www.linkedin.com/in/reed-cundiff-3b0a181/
- Schlesinger Group: https://www.schlesingergroup.com/en/
Find Jamin Online:
- Email: jamin@happymr.com
- LinkedIn: www.linkedin.com/in/jaminbrazil
- Twitter: www.twitter.com/jaminbrazil
Find Us Online:
- Twitter: www.twitter.com/happymrxp
- LinkedIn: www.linkedin.com/company/happymarketresearch
- Facebook: www.facebook.com/happymrxp
- Website: www.happymr.com
Music:
- “Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hey, everybody. You are listening to the Happy Market Research Podcast. We have a special guest today, Reed Cundiff. He is the chief executive officer as the Schlesinger Group. Founded in 1966, Schlesinger is a leading provider of qualitative and quantitative research solutions and has built and bought leading technology solutions which now provide companies best-in-class, both in terms of service and software. Prior to joining Schlesinger, Reed has served as a general manager at Microsoft, SVP at the Yankee Group, and CEO of the Americas for Kantar. Reed, thanks so much for making time for us and being on the Happy Market Research Podcast today.
[00:00:44]
Reed Cundiff: Thanks for having me, Jamin. It’s a pleasure to be here.
[00:00:50]
Jamin Brazil: HubUX is a research operations platform for private panel management, qualitative automation including video audition questions, and surveys. For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com. I’d like to start out with this context question. Tell us a little bit about your parents, what they did and how that informs what you do today.
[00:01:15]
Reed Cundiff: I love this question, and probably my mom in particular loves this question. Both my parents worked outside the home. My dad was a mechanical engineer at DuPont for over 30 years. And I have to say, he believed in a structured approach to pretty much everything in life as engineers sometimes do, and also had a real strong belief in efficient execution, whether that was at work, whether that was mowing the lawn or whatever the case may be. And so I think that kind of structured approach and focus on efficiency certainly has showed up in my work life and home life. The interesting blend was my mom was a change management and a talent consultant with Towers Perrin and Watson Wyatt and a few other organizations. And so she honestly built a career around the belief and the power of people and teams to be able to tackle pretty much anything in the world and just the importance of human capital within a business context. So together I feel like honestly, it’s pretty logical that I ended up here. I couldn’t have told you that at 22, but bent towards a structured understanding of the world and a focus on the people side of business has I think really driven me to where I am now.
[00:02:44]
Jamin Brazil: It is a special skill set that you possess and that has thankfully been installed by your family, that both probably in terms of DNA and also obviously observational. So that’s super interesting. But it’s a special skill to be able to take the chaos of life or business and then create order around that and structure so that you can create repeatable processes. Have you seen in your career, is this a skill that’s innate with people, or is this something that you see people that maybe don’t have it can invest in and actually achieve that?
[00:03:14]
Reed Cundiff: I think it’s absolutely a skill that people can learn. And of course people are going to have a tendency coming in. But what pops to mind for me, Jamin, was my first job out of school was as a market analyst for Gartner. And this is where believe it or not, even after what I consider to be a pretty good education, thinking in a logical way and communicating in a structured way was something that I’d only taken the first couple steps in a marathon in learning how to do. And those first few years out of school, I thankfully had folks who were willing to invest time and energy in teaching me how to improve. And I definitely feel like that’s put me on a better path than I would’ve been just in a state of nature.
[00:04:05]
Jamin Brazil: Yes, for sure. One of the things that I actually very much appreciate is the opportunity to speak. And one of the things that – and that’s happened really in the last I’d say six years of my career, and really heavily in that timeframe. I’ve probably done more speaking the last six years than I did the previous 20 by 4X. And one of the interesting things about speaking is the need to be able to clearly communicate a point of view in a very structured way in a specific timeline, and as opposed to more of how I used to approach things which would be more like winging it. And I think business in a lot of ways is exactly the same thing. It’s about just rolling up your sleeves, getting down to brass tacks of how things are being done and where the opportunities are for improvement, whether that impacts time or gross margin or close rates or what have you.
[00:04:51]
Reed Cundiff: And if I could, there’s one thing that I would add. And that’s speaking clearly and with an overall purpose in mind. And so as I think of honestly you, me, and the listeners that we have here as leaders, we might not all be people managers, but we all have the opportunity to lead. And when we’re thinking about what we’re trying to get across, even if we just think basically hey, I can provide clarity in this situation. I can generate energy in this situation. Or I can focus on delivering results, just communicating, and getting something done. Having that in mind as I start to communicate just makes things so much more straightforward.
[00:05:39]
Jamin Brazil: Yes, and it takes a lot of the emotion out of the communication. A lot of times I fall, have fallen victim to feeling like I need to be right or as opposed to having what I think the right solution is, or what is the right solution I should say, ultimately is the solution that’s pushed forward.
[00:05:59]
Reed Cundiff: This might be a bit of a tangent from where you were thinking of going today. But there was a really formative experience that I had honestly later in my career than I would care to admit. But when I had the opportunity when I was at Microsoft to be able to present to the senior leadership team of the company, and I’d say it was – it ended up being a good meeting. Not a great meeting, but a good meeting. And then coming out of it, I was debriefing with my boss who was the CMO at the time. And he said something honestly that I hope I never forget. I certainly haven’t yet. And it was hey, when you were in there, it seemed like you were trying to successfully get your point across and make it through the meeting. How would you have shown up differently if you were genuinely interested in the feedback that the people in that room were providing you? Because –
[00:07:00]
Jamin Brazil: Interesting.
[00:07:01]
Reed Cundiff: Yes. Well because first of all, it’s an expensive meeting. And there’s some really smart people in that room who might have something to offer if you were interested not just in my parlance, winning the meeting, but rather in gathering feedback and figuring out how you want to do things differently walking out of the room.
[00:07:22]
Jamin Brazil: That’s such a powerful – that’s such a – and the problem with that is as soon as you stop talking and ask for feedback, you’re going to get feedback, right? And that’s always the – I heard an interview with Bill Gates. This goes back a decade, but it stood out to me so much. An entrepreneur was pitching him on a business idea, and he asked the entrepreneur a fundamental question about TAM that was – he, Bill Gates himself knew the answer to, happened to know the answer to. And the entrepreneur off-the-cuff knew exactly what the dollar figure was and also could break it down, break down the TAM very logically. And so that was all Bill needed to – Mr. Gates, excuse me – needed to hear in order to build trust that that person understood what they were talking about. And so it is interesting. When you open yourself up there, you better have your shit dialed in.
[00:08:18]
Reed Cundiff: For sure, yes.
[00:08:18]
Jamin Brazil: [CROSSTALK] very –
[00:08:20]
Reed Cundiff: Genuinely, yes, feedback is a gift, and some days it’s Christmas.
[00:08:24]
Jamin Brazil: That’s right. Some days it’s Christmas. Love it. Well hey, Schlesinger. I’ve got to tell you, I am a huge fan of Schlesinger. Anybody that knows me knows I only tell the truth to the – so if I wasn’t, I wouldn’t necessarily say I’m not, but I wouldn’t have led with that. Schlesinger has played a material part in my career, both pre-transaction with Focus Vision and then of course later with running Focus Vision as the CEO for a short time, and then later Debbie Schlesinger, and now remarried but being on my board at HubUX. And so I’m such a big fan. And it was big news seeing Steve move into more of the board role and then bringing you on. So first of all I wanted to just offer my congratulations to you in that role, because it’s a very important role in our industry.
[00:09:13]
Reed Cundiff: Thank you very much. I am delighted to be in role and working and really trying to carry the business forward, which has been just such a fantastic part of our industry for such a long time now.
[00:09:27]
Jamin Brazil: Yes, no kidding. 1966, it’s quite literally one of the OGs. And what’s interesting about Schlesinger versus maybe some of the other – certainly most of the other, if not all. You guys are so big, I assume over a quarter billion dollars currently and growing. You guys actually weathered remarkably well COVID, whereas other traditional focus group facilities, they didn’t have that forethought to invest in technology. And you guys were completely tech-enabled, which allowed you to seamlessly move to a virtual framework, maintaining a nice growth trajectory. So just a lot of smart moves have been made on the chessboard of market research by Schlesinger and continuing to drive things like participant quality. Again I think about – this is going to sound like an infomercial. And by the way, folks, they’re not paying me for this. This is not that episode. But in truth fundamentally, Schlesinger having such a large focus group footprint globally, one of the interesting things from a sample-sourcing perspective and major points of differentiation is they’re able to tap into large-scale audiences who have already been vetted through qualitative research, whether that’s in-person or otherwise, for quantitative surveys. And so again in a day and age where you’re having 40 to 90% return rates on sample or you have a sample option that has vetted people inside of it, it’s a pretty remarkable value prop just in that piece alone. So anyway, great company. Excited to see where you wind up taking it. As you think about the future, and what do you see as the next thing for Schlesinger to lean into?
[00:11:06]
Reed Cundiff: It is a great and fair question. I feel like Steve and our management team had a just really sharp vision for the future. And we’ve been successful in transforming and growing the business through some of the acquisitions that you talked about. So we were able to expand into quantitative and digital qual in 2020, perfect timing. And now those two areas are collectively a huge part of our portfolio. We still certainly love and embrace our heritage of the in-person facilities and qual recruiting globally. And we know and thankfully a lot of our customers are seeing especially throughout this year the importance of in-person. And that’s always going to be a huge part of the portfolio of the business and what we offer to customers. But also we have been making some strategic bets on tech. And so coming where I’m coming from, especially you can imagine that was one of the most compelling things about the business. In 2021, you saw us purchase Methodify and Telmy. And we see the industry evolving to be more self-service, and also these types of tools and tech expand our audiences to broader marketing and CX roles that weren’t always thinking of more traditional firms like Schlesinger. Now in just this past year, we also made some investments that we want to continue evolving in our assets like opinion capital, and getting more resources for the audiences that we want to bring to market which are going to power all of our relationship with customers. So it’s continuing along the lines that strategy that Steve and the management team have really laid out. I think we’ve got honestly a pretty bright future ahead, which is why I’m here.
[00:13:02]
Jamin Brazil: Yes, no, I completely agree. I think the best years for consumer insights are quite literally right in front of us, and I think that I’ve been through a couple of different cycles now. This is my third cycle where I started in the pre-dotcom phase, saw a lot of company – learned a lot about company behavior as they became – companies became really fat from a cash perspective, bringing a lot of internal resources and insights, so making a lot of investments in growing the full gamut of market research and hiring people, et cetera. And then the dotcom bust happened, and all of a sudden there was tremendous amount of layoff. So most of those happened at first in the market research space, and then boutique companies coming out. Then you fast-forward to the housing crisis of 2007 and ’08. And again as everything was like market going up and up and up, again brands were doubling down on internal research divisions. And again they cut the staff, and now fast-forward again. Here we are seeing the exact same behavior really on both sides, which kind of leads me into my next question. What do you see as – and I’ll leverage my MBA and pull the number three here. What are three trends that you believe will carry us into 2023 and into 2024?
[00:14:14]
Reed Cundiff: Sure thing. First thing I’d say dovetails right along with your really good and succinct history lesson, is leaner and meaner would be the first trend that I would think about, is like a lot of folks at – the economic outlook certainly from a macro perspective is not going to be fantastic for H1. And my belief is that that’s going to accentuate the push to eliminate some of the inefficiencies that we have in our industry. And that’s – I’ve had the good fortune to be able to look at and participate in our industry from a few different views at this point. And honestly, I see opportunities for greater efficiency from all of them, from the way brands engage with suppliers and agencies to how we operate internally. We need to eliminate some of the friction that’s embedded in bidding for and launching projects today so that we can really start to move at the speed of decision-making. So leaner and meaner is number one. Two, something I’ve been talking about for a while which I think will only continue is the digital transformation of insights. I’ve been talking about this for six or seven years, and honestly I imagine I’ll be talking about it for the next six or seven years. The integration of a variety of different data types, perception, behavior, financial, social, location enables our industry and our insights to break out of one-dimensional views of humans, and kind of look at a more well-rounded view of our customers, our markets, even our competitors. And so we need to leverage the “and” opportunities versus simply advocating for the benefits of our unique data silos. So that ongoing digital transformation would be the second. And then the third for me is a talent revolution. I think it’s related to both of the first two trends, but I feel like we have a chance to meet the moment as an industry and foster a revolution in the nature of the work we do and the people who do it. I’ve been passionate about this for a long time. The first time I talked about this publicly was at an SMR World Congress probably ten or 12 years ago. I talked about the challenges in cross-pollinating research and data science capabilities within a team. I talked about it as farmers versus miners. And with the digital transformation that’s already permeating the industry, we have an opportunity to rethink the way we train and grow our young talent in particular and embrace a wider variety of data types, be flexible in our analytic approaches, and deliver insights in a dynamic way that goes beyond the one-hour PowerPoint presentation.
[00:16:57]
Jamin Brazil: Yes, 100%.
[00:16:58]
Reed Cundiff: And lastly at the same time, what other industry, one that’s centered around human understanding, could be more prime to evolve its representation and inclusion? I believe we can dramatically improve from a relatively vanilla starting point to a group of leaders and professionals who come much closer to mirroring the folks we work hard to understand, and mirroring society at large. So I do want to give a small shout-out to the Insights Association’s IDEAtors program, which offers internships to diverse junior researchers. Schlesinger is a proud participant, and there’s a lot more that we all can do.
[00:17:39]
Jamin Brazil: 100%. And it’s all around intentionality that we’re able to drive those changes. And to your point, how you started, I really like – it’s interesting how the conversation has kind of gone full-circle for me. When you think about process in a lot of ways, process – well, in every way, process is a function of getting things done. And a core way of getting things done or a component of it is the tools that we have access to and the subsequent skill that we bring to leveraging those tools. And if you look at Gen Z versus millennials or even Gen X, there’s a whole different set of requirements around the actual software components of things and how they think about getting things done and their tolerances for bad tech. And that’s where I think thinking about this new digital revolution that I believe we’re stepping into where companies and individuals are accustomed to leveraging things like OpenAI to get answers very quickly, there’s a whole new set of things that are going to be coming to market that we just quite literally – most of us haven’t even conceived of. So it’s going to change everything from the tools that we use to ultimately how we wind up getting our stuff done, and the companies that are going to win are the ones that are adaptable from a process perspective.
[00:18:51]
Reed Cundiff: For sure. For sure. And we even see that day-to-day in how we’re approaching things like remote qual and in-home user testing, where things that required a pen and paper and weeks to be able to complete, we can use tech to be able to solve in hours and days.
[00:19:11]
Jamin Brazil: We’ve got the forward view. What do you see as some barriers or challenges that we will face as consumer insights professionals?
[00:19:19]
Reed Cundiff: Well, so this is where this will not be a new answer. But to me I feel like it’s the same as it was ten years ago, and that’s quality is the first thing that comes up. It’s not particularly sexy or dynamic, but without quality input, insights are sunk. When you have that one objector in a senior meeting poking legitimate holes in the makeup of a respondent pool or the analytic technique used or the way a question was phrased, then the impact of the project dies a quick, but painful death. So yes, we want to provide insights at the speed of decision-making, and yes, we want to find ways to deliver insights at lower cost. But we always want to do so with a foundation of data quality. And it’s honestly just not always there, and it starts with the respondent.
[00:20:09]
Jamin Brazil: It’s not always there categorically. There’s – the majority of sample is just so catastrophically bad. Speaking of process, I’ve talked to 100 at least agencies. And the biggest problem that they’re facing is data quality. Participant fraud and bad actors are a real and growing concern. And when you look at the increase in utilization of brands for research, just the number, the volume of research is going up. The number of surveys are going up. But meanwhile the world population is about the same, so you got to ask, where are all these people coming from and why are they willing to spend 20 minutes of their time for 25 cents?
[00:20:52]
Reed Cundiff: For sure.
[00:20:53]
Jamin Brazil: So yes, at some point, yes, anyway, there’s a whole ‘another episode. My last question for you. What is your personal motto?
[00:21:01]
Reed Cundiff: I love the opening and close, and the middle’s been pretty great too by the way. But I’ve actually spent a lot of time working on my personal philosophy. So I won’t go into intense detail or cry on your podcast, but it does come from a core part of me and I try to have it influence how I show up wherever I go. And there are four aspects to my personal philosophy. Be genuine, be precise, prioritize action, and speak truth to power.
[00:21:31]
Jamin Brazil: I love it. Our guest today has been Reed Cundiff, chief executive officer at Schlesinger Group. Reed, thank you very much for joining me on the Happy Market Research Podcast.
[00:21:41]
Reed Cundiff: Thank you, Jamin.
[00:21:43]
Jamin Brazil: Everyone else, I hope you enjoyed the episode as much as I did. Have a great rest of your day.
Our guest today is Jessica Nordell, Author and Speaker. In 2021 she published The End of Bias: A Beginning: The Science and Practice of Overcoming Unconscious Bias.
Jessica has served as a teacher and journalist. She studied Physics at MIT, and holds a degree in physics from Harvard and an MFA in Poetry from the University of Wisconsin-Madison,
Find Jessica Online:
- LinkedIn: https://www.linkedin.com/in/jessica-nordell-48319748/
- The End of Bias: A Beginning: The Science and Practice of Overcoming Unconscious Bias: https://www.amazon.com/End-Bias-Overcoming-Transforming-Companies/dp/1250186188
Find Jamin Online:
- Email: jamin@happymr.com
- LinkedIn: www.linkedin.com/in/jaminbrazil
- Twitter: www.twitter.com/jaminbrazil
Find Us Online:
- Twitter: www.twitter.com/happymrxp
- LinkedIn: www.linkedin.com/company/happymarketresearch
- Facebook: www.facebook.com/happymrxp
- Website: www.happymr.com
Music:
- “Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hey everyone. You’re listening to the Happy Market Research Podcast. I’m Jamin Brazil your host. Our guest today is Jessica Nordell, Author and Speaker. In 2001, she published The End of Bias: A Beginning. That will be the topic for today’s episode. Jessica has served as a teacher and journalist. She studied physics at MIT and holds a degree in physics from Harvard and an MFA in poetry from the University of Wisconsin, Madison. Jessica, welcome to the Happy Market Research Podcast.
[00:00:32]
Jessica Nordell: Thank you so much for having me.
[00:00:36]
Jamin Brazil: HubUX is a research operations platform for private panel management, qualitative automation including video audition questions and surveys. For a limited time user seats are free. If you’d like to learn more or create your own account visit hubux.com. It is an honor to have you. I’m really excited about jumping into the topic of your book but before we do, I like to provide a little bit of context. Please tell us about your parents, specifically what they did and how that informs what you do today?
[00:01:07]
Jessica Nordell: That’s such an interesting question. I think it was more- I’ll tell you what my parents did. I think it was actually more kind of their approach to life that really influenced what I did with my own career. My dad is a retired physician. My mom was a counselor before my sister and I were born. Then after we were born, she stepped back from that role and shifted her attention to researching the stock market. She became kind of an auto didact with investments and kind of understanding companies and how to make sense of companies stock performances. That became her kind of main activity as we were growing up. I think it was really my parents kind of spirit of curiosity that really influenced my choices in my career. There was always this kind of attitude in my house that if you didn’t know something, you should go find out the answer. We have a world book encyclopedia and whenever my sister and I had a question about something in the world, my parents would say, why don’t you go look it up. I think that really fostered my spirit of curiosity and of just like trying to seek out answers all the time. Which then became my career really as a journalist. That’s what we do. We try to uncover what’s really going on and try to understand a particular issue from all angles.
[00:02:40]
Jamin Brazil: What year did your mom make the career shift to stock analysis?
[00:02:45]
Jessica Nordell: I think it would have been sort of the early 80’s.
[00:02:49]
Jamin Brazil: This is pre-E trade by a long shot?
[00:02:53]
Jessica Nordell: Yes. Yes. She would go to the library in downtown Green Bay where I grew up. Green Bay, Wisconsin. Look at Morningstar reports, like thick books of stock reports and kind of pour over them and study them. Yes. It was before- yes before things became a lot simpler via the internet.
[00:03:11]
Jamin Brazil: Maybe even more complex in the same breath. For me, it brings back this memory of my late grandfather. He and I on Saturday- Sunday excuse me. Sunday mornings we would look at the paper and track specific stocks using graph paper. You could see the historical framework.
[00:03:24]
Jessica Nordell: Really.
[00:03:28]
Jamin Brazil: Yes. Over time and we have literally still I have journals upon journals of stocks that we would track. Some as hobbyist and some as actual investments. Which is kind of interesting. There was like a vicereines that you connected to the companies back in those days. That I think in a lot of ways the digitalization of that process has sort of has really removed that. Or maybe it’s just me being a little bit nostalgic.
[00:03:48]
Jessica Nordell: Yes.
[00:03:51]
Jamin Brazil: One of the things that is interesting that I resonate with is the fact that your parents in a lot of ways it sounds like they taught you that you can. There was an enablement or even the right to learn and figure out that is one of the things that foundationally enable you to be successful journalist speaker and author.
[00:04:16]
Jessica Nordell: I think so. I think- I hadn’t actually thought about it before. As we’re talking about this I probably the fact that my mom just kind of independently just developed this kind of career with just completely self-taught. Studying the stocks and kind of understanding how investments work. Also, I think gave me sense that if you’re interested in something and you’re motivated, there’s nothing stopping you from pursuing it. From learning more. From kind of going in a particular direction. I think it also kind of taught me to not take no for an answer. Many times over the course of researching this book I ran into some kind of big obstacle or some problem that hadn’t been answered. A question that hadn’t been answered or a problem that hadn’t been solved. I think I just I don’t know just constitutionally I’m kind of undeterred by that. Then I’m like, OK. Then I just have to figure out another approach to this unsolvable problem.
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Jamin Brazil: I love that. There was a lot of problem solving in those days. Not that there isn’t today but we were very much limited to volumes as opposed to digital access. To almost everything. In some ways, I think the topic of bias is very interesting. Certainly there was bias that was contained in whether it’s the encyclopedia or other things that we would have considered to be more like Cannon or more truth in at least from my experience. If it was in the encyclopedia then that was just the truth of it, right? That was the last, that was the final word.
[00:05:46]
Jessica Nordell: Right.
[00:05:46]
Jamin Brazil: Whereas now, we have such a volume of points of view on various things that on everything. That you can really see how in more of a visceral connection of how bias can frame your world view.
[00:06:01]
Jessica Nordell: Absolutely. Yes. I think we have such a much deeper understanding or there’s a much more of a broad cultural understanding that a person’s particular perspective and life experience and vantage point are going to influence how they- what subjects they think are important. How they think about those. What questions they ask? Where their blind spots are. Absolutely, all of those things were embedded in the world like encyclopedia in the 1980s. In a way that I wasn’t aware of at the time growing up.
[00:06:36]
Jamin Brazil: Yes. For sure. You wrote a book. Very successfully received, which is fantastic, The End of Bias. It was actually named a best book of the year by the World Economic Forum. AARP, Greater Good and Ink, that’s a pretty remarkable endorsements. Congratulations. In The End of Bias, in the actual book you argue that bias is pervasive in our society. That’s really interesting. Fundamentally for me. That means that pervasive is quite literally in everything that we do. It is in fact a major barrier to achieving true equality. You also explain how bias is perpetuated by institutions from education to employment. You discuss how bias can manifest in both subtle and obviously overt ways. There’s kind of like stopping at that particular point for me, it’s important as I started doing a lot of work in the last five years. I’m embarrassed to say, in my early 50’s. I just turned 52. That I waited so long in my career to recognize that this is such an important point. I’ve never been more aware of the amount of bias that has shaped who’s important and who’s not. Who has rights and who doesn’t. Probably one of my favorite little micro examples of that is, the color of band aids. How like there’s just- it doesn’t fit for me. That’s a wellness framework, right? It’s the thing that you use when you get a boo boo as a kid, feel better. Just being able to kind of start pulling the scales away from our eyes, sorry about the metaphor. We start to see a little bit more clearly, not that I figured all this out yet. This is something that is a really important work. Anyway. You go on and you talk about, or the book I should say. It offers solutions. Which I was very appreciative of. Of how these biases they can be specifically addressed including increasing diversity in educational intuitions. Of course, providing opportunities for marginalized communities and creating transparent and accountable systems. That is a big win. The last part that I want to highlight in the book, I hope I’m not sounding too much like an infomercial. Everybody that’s listening should right now go buy the book. You can find a link in the show notes or you can also find it on Amazon of course. Also, audio version which I prefer. Is available to you as well. Anyway. The last part is it emphasizes the importance of creating an inclusive environment. It recognizes that all individuals deserve respect and equal access to resources. Ultimately, the book argues that The End of Bias is possible. There is this like shining star, north star for us to be able to work with. All of that is my book report. What is the problem? I know it’s a little bit of an obtuse question. What do you see, it’s a primary problem that the book addresses. Why is it so urgent today?
[00:09:32]
Jessica Nordell: I think it would be hard to find an area of human experience that isn’t touched by some kind of bias in some way. I think that that applies to all of us no matter what our background is. We both experience it on the receiving end. We are subject to other people’s expectations about us and assumptions about us. Maybe unexamined beliefs about us based on different categories that we belong to. Then we in turn do this to others. We have unexamined expectations and assumptions about others that really color our interactions and our behavior toward other people. The reason that this is so important is that it systematically changes the opportunities that are available to people. If I- if you and I are interacting and I make assumptions about you based on some categories that you belong to that I’ve learned about in my culture. Then I’m not really interacting with you. I’m interacting with like a hallucination about you. Or a daydream about you, instead of you. It also really prevents bias unexamined bias or unconscious bias really prevents us from engaging with reality. Engaging with the truth that’s in front of us. The effects of this are so huge in healthcare. You pointed out band aids. There are really extreme examples of the ways that unconscious and unexamined bias in healthcare affects patients of color. Affects women. Affects so many different groups. Heavier weight people. We see- there’s studies that show that doctors interact with people differently depending on what groups they belong to. This can have really serious health consequences. That’s just one area. There’s education, criminal justice, policing, the workplace. There’s so many different areas where unexamined and unconscious bias are present. I just feel really passionately that this is a human issue that we all need to work together to tackle.
[00:11:41]
Jamin Brazil: Does it point to more of homogenous culture ultimately? What I mean by that is, part of the solution trying to look the part. I’ll give you a personal example. I had a family member who was critically ill and we were making some really important decisions. It was like sleepless night and a lot of time in the hospital. I was very intentional of my appearance of like trying to not look like I felt. Not dressing up in a three piece suit but at the same time, the reason I was doing that is I was trying to make sure that the staff was going to be treating me a certain way. It was just a tactic, right? Tactic incidentally actually worked. Often times I would get mistaken for somebody that worked there. There’s the knowledge part of it but then as you start framing out the other side of it. Does it go both ways?
[00:12:34]
Jessica Nordell: When you say, does it go both ways? Are you saying is it possible to kind of manipulate others biases for ones’ benefit?
[00:12:38]
Jamin Brazil: That’s what I mean. Yes, exactly.
[00:12:42]
Jessica Nordell: It certainly is. I think people do it all the time. I think what you’re describing is a tactic that is very common. I think I certainly heard that growing up as well. Dress up when you’re trying to make a case at the airport gate. You need your flight changed and you want them to treat you differently. Dress up. Absolutely. As you found, it works. There was something in the mind of those hospital staff members that saw you and it sounds like, decided to maybe give you the benefit of the doubt. Or maybe go a little bit of an extra mile for you because they put you in a particular category.
[00:13:21]
Jamin Brazil: Yes. Right. The category in this case that persona I was trying to create was one of I’m important.
[00:13:27]
Jessica Nordell: Yes.
[00:13:27]
Jamin Brazil: It sounds silly but that’s quite literally just the jist of it. Therefore, you should treat me a little bit different. I wasn’t by the way, I’m not a donor to the hospital in no way. It was just a manipulation tactic I guess. I didn’t thought of it exactly like that but that’s exactly what the outcome is.
[00:13:45]
Jessica Nordell: Yes.
[00:13:46]
Jamin Brazil: This is a big problem. It’s a pervasive problem. Why now?
[00:13:50]
Jessica Nordell: Oh my gosh. I started working on this project in early 2016. I’ve been writing about the subject of bias and discrimination for many years leading up to that. My interest in the subject really came out of my own experiences in the workplace. As a woman experiencing things like having my work doubted. When my males colleague work was celebrated or having to prove myself over and over when a male colleague was given sort of the benefit of the doubt immediately. I’ve been thinking about this for a long time. Then lots of things happened. Cheryl Samberg published Lean In. Which is sort of made this case that it’s important for woman to sit at the table and step up. Then there were studies that found that that message actually causes people to blame women more for their challenges in the workplace. There were a lot of kind of different cultural currents happening. Of course, over the last several years my goodness I was writing the book in 2016, 2017, 2018, 2019. When I was finishing it actually was Summer of 2020 when George Floyd was murdered. There was kind of a global reckoning with some of these issues. It feels very timely.
[00:15:15]
Jamin Brazil: Yes. A 100 percent on the timeliness of it. I’m old enough to remember different tragedies that have happened like even in the 80’s with the Rodney King. I think that now the media has framed so much in favor of the general population as opposed to just specific outlets. Outlets still have a lot of power. There are an individual voices also carry a lot of weight because they’re algorithm based. Definitely, we’re seeing a lot more viscerally able to connect to injustice in a way that we just simply just didn’t have access before. We were reliant on a media to be able to carry those messages to us. That has a lot of negativity or firewalls I should say of actually delivering against the empowerment framework. That I have a friend who I actually met as that he was a guest on the podcast. I did a two part series with him on this particular topic. He is a 100 percent Native American. He’s also very successful Silicon Valley CEO. Aaron is his name. He said that it’s so pervasive in the funding frameworks. The economic frameworks that you just wouldn’t- you can’t even believe it. The reason why is it creates a shortcut for investors.
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Jessica Nordell: Yes.
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Jamin Brazil: There’s this any confidence that if you are a white male and you went to Harvard and got your MBA, then the other white male who also went to Harvard and probably knows some of your professors. He’s probably ten years older than you. He understands you in a way where he think it like increases his chances of success. As opposed to somebody who might not look like them or come from a different socioeconomic framework or different education. Then there’s this much larger unknown in which case now the bet is really being made more on the business frameworks. Which is not often times the central thesis for the investor.
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Jessica Nordell: Right. Even though maybe it should be more often. I think if we look at Sam Banksman Freed for instance. Kind of the benefit of the- the just sort of the repeated benefit of the doubt he was giving. He was given by investors. Then we try to imagine Samantha Banksman Freed. Or Sam Banksman Freed who was African American been given that same benefit of the doubt. It’s almost comically impossible to imagine. Someone kind of in a baggy t-shirt and baggy jeans playing video games while pitching investors. It’s impossible to imagine someone who fits a different model being successful at that.
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Jamin Brazil: Yes. For sure. Society creates this natural like shorthand for how we interact with each other based on these personas. As you’ve correctly identified it’s all manufactured. It’s all I forget the word you used. Hologram or something. It’s not actually real representative but individual.
[00:18:06]
Jessica Nordell: Right. We’re sort of interacting with a hallucination that’s based on inherited cultural information.
[00:18:14]
Jamin Brazil: With that framework and the way that you wrote the book, I’m really curious who’s the target reader?
[00:18:21]
Jessica Nordell: I undertook this project because I wanted to understand what we do about this problem. I’ve been writing about the problem of bias for a long time. As journalist we focus on problems. Journalists tend to not focus on solutions. We tend to uncover bad things that are happening. Then try to expose them to as many people as possible. Expose what’s going on. I had this kind of burning question which was like what do we do about the problem? Like what actually reduces the impact of gender bias and racial bias and bias on the base of weight and religion and ability and all of these different categories. I couldn’t find an answer to this question. I couldn’t really find the book that I thought should exist. I wrote the book to answer this question that I was desperately curious about. I see that the ideal reader as someone who also cares about bias and discrimination. Is curious about what could be done differently in their own lives. In their own communities and their own neighborhoods. I think another ideal reader is someone who works as part of an organization or a business or an institution that is looking to improve. In terms of becoming more fair and more just and more inclusive. The book provides a lot of different stories and tools and science behind what actually kind of moves the needle to make organizations more fair. I think it’s really anyone who cares about these issues and kind of wants to take the next step. Beyond just acknowledging the problem. Take the next step toward action. Toward doing something positive.
[00:20:14]
Jamin Brazil: It is interesting like I don’t know if you follow Saturday Night Live at all or various comedians. This topic is one that has been coming up a lot. It’s something that we’re definitely feeling what’s appropriate. What’s not appropriate. Even frameworks of how I should refer to different ethnicities. By I mean like the capital I. The all of us I. Our overall uncomfortableness of potentially being fearful of offending people unintentionally. Like recognizing I have biases but how do I successfully navigate a conversation with somebody I actually want to navigate it with. Or may even care about deeply where I’m not perceived as offensive.
[00:20:57]
Jessica Nordell: Right. Irony. Like the sort of tragic irony is that often when people are extremely worried about appearing biased, appearing prejudice. They actually behave in ways that make them seem more biased.
[00:21:12]
Jamin Brazil: Right.
[00:21:13]
Jessica Nordell: Being kind of stiff and uncomfortable. Or being unable to kind of carry on a flued conversation. These come from sometimes a fear of saying the wrong thing or offending someone. In fact, sometimes come across in a way that actually seems more offensive. I think that one thing that I really absorbed over the course of working on this project was that we are all inevitably going to screw up and say the wrong thing. I think what actually more important than just never screwing up is what happens after we screw up. Often, people are so mortified by saying the wrong thing or doing the wrong thing that they will retreat. That they’ll say, you know what, I can’t even engage with this subject anymore. It’s too embarrassing. It’s too I feel too ashamed. I feel too guilty about my inability to handle this correctly. They’ll kind of withdraw. I would encourage people to actually take that moment of that screw up moment of where, oh god I can’t believe I just said the wrong thing. What am I going to do? Take that moment actually as a huge opportunity to repair a relationship. To repair a dynamic- a connection with another person and learn something more about the other person. Learn something more about oneself. Actually use that as a springboard for a better encounter next time.
[00:22:44]
Jamin Brazil: I love that. I think that is a really nice and powerful way to- that we can start leveraging it. I’m hoping for one more practical tip in the book that we can take away and apply to our lives?
[00:22:58]
Jessica Nordell: Yes. Absolutely. Let’s see which would be one that I feel like could be most practical. One approach that is a really powerful tool for reducing stereotyping is a particular way of interacting with people who are from a group that one is not part of. Basically, what the research has shown is that if you connect with someone from a different group and you have equal status. You collaborate on a project together where you have a shared goal. That starts to decrease each groups stereotyping of the other. Decrease bias and promote things like friendship across differences. One like super practical kind of tactical thing that I- that people can do if they’re interested in starting to break down some boundaries or some differences. Look for opportunities to actually collaborate with people who belong to a group that you don’t belong to. Have a shared goal. Where you’re working together collaboratively. This really starts to break down stereotyping and starts to allow us to see one another more clearly. Instead of seeing each other as these kind of hallucinations or day dream that we so often do.
[00:24:31]
Jamin Brazil: That’s super helpful. I want to talk a little bit about what you’re doing right now. You’ve published a book. It’s a very important book. It’s addressing probably one of the most important issues in North America at the moment. Maybe even globally. Certainly in America. Are you speaking? How are you spending your time?
[00:24:51]
Jessica Nordell: Yes. I’m continuing to- I’m speaking a lot about the book. I travel to organizations and companies and conferences and do a lot of public speaking about this subject. That is actually something that I was kind of thrilled to find. People were really interested in after the book came out. I didn’t exactly know. You never know when you publish a book how it’s going to be received. I was very happy to know that people were really interested and wanted to hear more. I’m doing a lot of speaking. I’m also publishing a newsletter called Who We Are to Each Other where I interview people and kind of continue this conversation about how we interact with one another in more humane ways. I am starting the research for my next book.
[00:25:46]
Jamin Brazil: Exciting. I can’t wait. I have one last question.
[00:25:51]
Jessica Nordell: Yes.
[00:25:51]
Jamin Brazil: What is your personal motto?
[00:25:52]
Jessica Nordell: I think if I had to choose a personal motto it would be there’s more to the story and try to find out what it is.
[00:26:02]
Jamin Brazil: Our guest today has been Jessica Nordell. Author and Speaker. Most recently, released The End of Bias: A Beginning. You can find it on Amazon and Amazon audio. You must listen to this book. Jessica, it’s has been a pleasure having you on The Happy Market Research Podcast. Thanks for joining us.
[00:26:18]
Jessica Nordell: Thank you so much.
[00:26:21]
Jamin Brazil: Everyone else, I hope you have a great rest of your day.
My guest today is Dr. Emmanuel Probst, the Global Lead of Brand Thought-Leadership & Senior Vice President of Brand Health Tracking at IPSOS, Author, and Professor at UCLA.
Founded in 1975 and headquartered in Paris France, Ipsos is among the largest global market research and consulting firms. Ipsos has over 18,000 employees and serves more than 5,000 brands.
Find Emmanuel Online:
- LinkedIn: https://www.linkedin.com/in/emmanuelprobst/
- Website: https://www.ipsos.com/en-us
- Brand Hacks: How to Build Brands by Fulfilling the Customer Quest for Meaning: https://www.amazon.com/Brand-Hacks-Fulfilling-Consumer-Meaning/dp/1576879828
Find Jamin Online:
- Email: jamin@happymr.com
- LinkedIn: www.linkedin.com/in/jaminbrazil
- Twitter: www.twitter.com/jaminbrazil
Find Us Online:
- Twitter: www.twitter.com/happymrxp
- LinkedIn: www.linkedin.com/company/happymarketresearch
- Facebook: www.facebook.com/happymrxp
- Website: www.happymr.com
Music:
- “Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
- Full-time on campus
- Full-time online
- Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU’s programs at: broad.msu.edu/marketing.
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hi, everybody, I’m Jamin. You’re listening to the Happy Market Research Podcast. Our guest today is Dr. Emmanuel Probst, the global leader of brand Thought Leadership and Senior Vice President of Brand Health Tracking at Ipsos. He’s also an author and professor at UCLA. Founded in 1975 and headquartered in Paris, France, Ipsos is among the largest global market research and consulting firms. Ipsos has over 18,000 employees and serves more than 5000 brands. Emmanuel, thank you so much for joining me on the Happy Market Research podcast today.
[00:00:34]
Emmanuel Probst: Jamin, thank you so much for having me on the show, and it’s so great to be connecting with you and reconnecting with your audience, your community. It’s always a pleasure coming on the podcast.
[00:00:47]
Jamin Brazil: The Michigan State University’s Master of Science in Marketing Research Program delivers the number one ranked insights and analytics degree in three formats. Full time on campus, full-time online, and part-time online. New for 2022, if you can’t commit to their full degree program, simply begin with one of their three core certifications, Insights Design or Insights Analysis. In addition to the certification, all the courses you complete will build towards your graduation. If you’re looking to achieve your full potential, check out MSNUs program at B-R-O-A-D. msu. edu/marketing. Again, B-R-O-A-D-.-M-S-U. edu/marketing. WX is a research operations platform for private panel management, qualitative automation, including video audition questions and surveys. For a limited, time user seats are free if you’d like to learn more or create your own account visit HubUX.com. So on September 7th, 2021, you released Brand Hacks, how to build brands by fulfilling the customer quest for meaning. It had outstanding content, like I went through that book, I literally read that book three times on a trip to Europe there and back. And it was transformational for me, a lot that I could talk about. We’ve already talked about the books, I don’t want to like, talk too much about it. But it was fantastic. And now in February 2023, you will be releasing your second book, which is titled Assemblage, The Art and Science of Brand Transformation. The description that Amazon has right now is brands can no longer force-feed us a plethora of products we don’t need. To succeed, brands must transform us and the world that we live in. So I wanted to kind of like pull back before we jump into the meat of the content or the questions here on the book. So my particular community, the podcast community here, there are a number of authors that listen regularly. And there’s also some aspiring authors that are listening. What is one thing that you wish you could go back in time and tell yourself when you started working on your first book Brand Hacks?
[00:03:07]
Emmanuel Probst: Hedge I mean, first and foremost, thank you for reading Brand Hacks three times. And, look, the good news is you had to pay for your book only once each time you read it, it’s three times cheaper to you than it is to anyone who read the book only once. So in all seriousness, I appreciate as you said that in your community, our listeners, many people might have a project for a book or have published a book already. I’ll give you a few very important tips. And I will be very concise. Number one, don’t try to write a book, you have an idea, and you’re going to work on developing this idea, kind of a puzzle. So you need one central idea. And for this idea, it becomes a blog post. And then it becomes a series of articles. And then maybe it becomes a mini-series on social media. And then you’re going to socialize this idea with an audience no matter how small. And over time, you will validate that your idea is strong enough to become a book. You need more content, so book obviously is going to be 60,000 words 50,000 words and a blog post is only 700. And you also need to make sure that the idea resonates with your audience. So the number one advice when writing a book is do not try to write a book. The focus is the idea. The second advice is who are you going to sell this to? What is the audience for this book? And that is to any product you would start, any brand you would start. And frankly as romantic as you will end glamorous as writing a book might sound, at the end of the day, it is a lot of marketing and it is a lot of product placement. And it’s not that different from toothpaste and breakfast cereals. So who is the audience for that book? And that’s important that you define this audience clearly. And you qualify you really create an audience persona. And the third thing to keep in mind, and that is particularly relevant for nonfiction writers like you like me, and like our community, our listeners today, in nonfiction, a book is a vessel for an idea. And what I mean by this is, how are you going to productize the idea? How are you going to extract some mileage, for lack of a better expression? Meaning, could it become a training course? Could it become a workshop? Is it going to become a keynote presentation? Can you do some bike learnings meaning share with people 12 key tips, 15 conversation starters from the book. Importantly, again, the book is a vessel for an idea. It’s a great business card, if you will, it commands a lot of credibility in and of itself, with the exception of very few writers, Malcolm Gladwell, and Seth Godin and those guys, the book in and of itself is not enough.
[00:06:32]
Jamin Brazil: When you say not enough, you mean is that connected to them needing to do more marketing?
[00:06:38]
Emmanuel Probst: It’s connecting to more marketing, the book is a great way to start a conversation into a [CROSSTALK]. It’s not the end of it all, it’s the beginning. And I’m saying this in a very positive way. So the opportunity to start a new relationship, what I write in my books now, when I sign books, I write two new possibilities. That’s what the book is about, is starting something new, opening the door to new relationships, new opportunities, new possibilities.
[00:07:14]
Jamin Brazil: Let’s talk about Assemblage, again, the title Assemblage, The Art and Science of Brand Transformation. So what is the problem that you are trying to address or you are addressing, excuse me, and why is it urgent right now?
[00:07:24]
Emmanuel Probst: Sure. The problem is we as consumers are overwhelmed with products and overwhelmed with brands, and we expect more from those products and those brands. What I mean by this is selling breakfast cereal, selling great toothpaste, those products might be of great quality. That’s not enough. We expect this, we need those products, and we need those brands to transform us and to transform the world we live in. And what I mean by this is as an outcome of being this brand, as an outcome of using these products, I want to go from who am I to who do I want to become? That’s what I mean by transformation. You need, when using the product, when choosing the brand, I need to feel that I’m becoming a better person as an outcome of choosing this brand and using this product. I also expect this brand, this company, this corporation, and its products to make a positive impact on my world, meaning my friends and family, my community, and also to make a positive impact on the world we live in. And that has to do with economic recovery after COVID, and it has to do with citizenship and sustainability and so on and so forth. And Jamin, if I may you exemplify this, you’re now part of a well known very respected organization called Voxpopme. By the way, I’m saying this transparency, since obviously I work for Ipsos, I don’t feel we’re competitors. But in any case, I recognize that Voxpopme is a great organization, it’s a great company that sells quality solutions. But you go the extra mile through the Happy Market Research podcast, you go the extra mile because you do something that benefits the community. In the long run all this benefits your brand equity and how people perceive you Jamin Brazil, your personal brand, but also how do they perceive your offering your solutions at Voxpopme? So in that regard, you Jamin and you Voxpopme as an organization, you are making a positive impact on the market research community.
[00:09:38]
Jamin Brazil: Yeah, it is funny, it is a lot like I almost think of it as nation building in a way it’s maybe overstating it, but there’s a lot to drive positive to make a big impact on people’s lives and then tangentially, but also connected to it is the opportunity to be able to monetize those relationships. And it is kind of like getting into my nation building example. It is kind of like people vote with their feet, right? And if you have that, that ethos of prioritizing the betterment of your community, your niche, your target market, your whatever, and that’s where you start, then it really gives you material advantage, because you’re not looking at extracting, you’re looking at adding to those individuals.
[00:10:27]
Emmanuel Probst: Well, and I think what you said is very important. I’m reflecting on what you said, Jamin, you start with the audience, you start with your community. And then you build something that is beneficial to the audience and the community, meaning in what you just said, you put your community first, not yourself. And I can go back to your first question. You want to think first yeah, I have a great idea. I want to write about a given topic. Importantly, how does this benefit my audience? As opposed to squeezing whatever you have in your desk drawer, or whatever you have in your company that you can force feed someone, if that makes sense?
[00:11:15]
Jamin Brazil: That makes perfect sense. And again, I haven’t read the book, it hasn’t been published yet. But what’s interesting about how you’re framing it, I go back 20, 25 years ago, where we used to talk a lot about share of wallet, right? And so it’s all about how much of that wallet can I consume of the customer as a brand. And then the counterpoint to that is, I like McDonald’s as an example. They’re much more in the partnership mentality now with customers, where they’re two for Tuesday, or what have you, where it’s about where’s the big value that we as an organization can offer to people? And that has the tangential benefit, of course of creating a recurring customer experience.
[00:11:53]
Emmanuel Probst: For partnership with the customer, what you just mentioned, is covered in the book, in terms of brand read events, and citizens and brands are activists now. So that’s very important. In a nutshell, five, seven, 10 years ago, as marketers, we will control the narrative, we will control the brand strategy, the marketing. Today, you marketers have to live with the fact that you only co-create this narrative, you guide this narrative, you’re going to work with your audience to co create the brand. So you have to let go of some control. You don’t want to feel insecure about it, you’re here to guide and you’re here to inspire your community, this community are your clients, our citizens, our people. And that’s the skill, is to guide to moderate, and to co-create the narrative, and understand, appreciate and leverage the fact that your audience is going to co-create the brand with you, and this book tells you how.
[00:12:59]
Jamin Brazil: I’d love that. I had not ever framed it in the way of co creation. But I have said that it used to be the case that brands who are who they said they were. So they would have a narrative and they would lead with that. And that’s what the general consumer thought about them. But now it’s the case that brands are who your customer say you are. And it’s even more concerning if customers aren’t talking about you.
[00:13:22]
Emmanuel Probst: 100%.
[00:13:23]
Jamin Brazil: Who is the target reader?
[00:13:25]
Emmanuel Probst: The target reader is anyone in marketing, advertising, market research, brand strategy, management consulting, that wants to build a brand, grow a brand, be smarter about it, and wants to do so for years to come. This is not a tactical book. Well, there are some tactics that you can implement straight away. But what’s important is, how are you going to grow your brand? How are you going to increase customer lifetime value for years to come? And this strategic lens, I think, is really important. Now, just like with my first book, the writing is really approachable, meaning you might be a marketing student at a university, and you will appreciate the book. Or you might be the Chief Strategy Officer at a big four and you will also appreciate the book. I’m saying so because I just had some early feedback earlier this week from a Chief Strategy Officer at one of the big four’s, and his take on the book, and I certainly don’t mean to brag, but his email said you’re doing some important work here. And what’s rewarding with Assemblage, The Art and Science of Transformation is this feedback I’m receiving from people in our industry Jamin telling me this book is timely, this book is important because we just cannot continue to do marketing the way we’ve been doing it for the last five, seven, 10 years. And we marketers, we brand professionals and advertisers, we need to make a bigger impact on the world if, again, we want people to choose our products for many years.
[00:15:16]
Jamin Brazil: Oh, that’s really good. And to your point about bragging, I feel like in a lot of ways we don’t self-promote enough. And the problem is that we rob the audience the potential beneficiary of that knowledge, because they don’t have the context or the social proof in order to understand that it is important for them to read. I would imagine you’re thinking about like the spectrum of reader here. As you said, it could be entry level or even in the educational stage of your career. Is there also a component of the small to medium-sized businesses being able to benefit from this?
[00:15:51]
Emmanuel Probst: 100%. Because it’s interesting to look at Nike and Patagonia and Vos, great brands we all like. However, very few brands have the reach, very few brands have the budget to deploy campaigns like Nike, Patagonia, Mariette and Volvo, and all those big brands. Therefore, in this book, you have many case studies, I think you have almost 40 case studies in that book. And yes, we look at big brands sometimes, for example, Unilever is doing things that are very powerful around their project for real beauty. But we also look at very small brands, one is a brand called Anthem, and Anthem makes Thai dinners delivered to your home, there is a DTC firm in France called Asphalt. And what Asphalt does is they create clothing items based only on what people order. Therefore, there is no inventory being wasted, because they produce only what they sell. All this to say that you have examples in this book are very small brands. And for further inspiration, the last chapter is called The Assemblers. And The Assemblers are the artists and the musicians and the producers many of us admire. And this chapter shows you how they do their craft, so that you can apply this to marketing. And an example in this chapter is Pharrell Williams, and you like his music or you don’t or DJ Khaled is another example. And it doesn’t matter if you like DJ Khaled’s music. The point is to say DJ Khaled is very successful. But really DJ Khaled is not a musician, he’s an assembler, he’s an orchestrator, meaning he’s someone who is going to mix and match, combine and transform sounds and inspirations that he receives from his community into a great product. And in that regard, the book is empowering for our reader, it shows you how to do it, and it shows you that you can do it too.
[00:18:09]
Jamin Brazil: Do we have you know me, I like tactics. Can you give us a sneak peek if I open the book, like what is the key tactic or practical application that I’d be able to apply to my business today?
[00:18:20]
Emmanuel Probst: I’ll even give you two. The first one is a method called copy, transform, combine. In short, that means don’t try to reinvent the wheel, find inspiration in products that exist already and in categories that are unrelated to the brand you’re trying to create. And you’re then going to remix this. That’s what I call the remix economy. So, you’re going to transform and create juxtapositions of those, basically, an assemblage of those different elements, and you’re going to transform this into something new. And many of the artists we admire, and many of the brands we admire, they didn’t start from scratch anyway, whether it’s Star Wars that was inspired from a novel, and Apple did not invent the mouse, Apple did not invent personal computing, it did not invent the iPod, it copied, transformed an existing idea into a better product. So that’s tip number one. And so copy, transform, combine is really important. And the second one is stop googling things. Meaning it’s great to discover new things on the internet. You and I do this whole day and that’s fine. At some point, though you close the lid of your laptop, and you simply sit with maybe a notepad and a pencil. And you just brainstorm with yourselves and you start finding new ideas that way. Google is misleading because if you type something in Google, instant gratification, you’re going to find an answer. So that feels good in the moment. But now take a step back and think about whatever is on page one of Google. The problem is that if you found that answer, millions of other people had access to the exact same answer. And in fact, there is that saying in our industry, Jamin, which I’m sure you’re familiar with, that is what is the best way to hide a dead body? Page two of Google. So why Google is very useful, don’t get me wrong, I use it every day, many times a day. There’s nothing wrong with this. But there are times to be present, to start Googling things, to stop looking at social media, and sit down with yourself and simply challenge yourself in finding more ideas on your own. And that’s when the great work starts. And that is what is fulfilling in the process of writing and creating.
[00:21:02]
Jamin Brazil: I like that because one is very inward focused and draws on yourself. And the other is outward focus, when you think about the framework of remixing at least as I understand it right now. What I really like about the remix is you see that happening on Tik Tok and the growth of that platform. I guess the fundamental premise of Tik Tok is taking a trend and then re-mixing that trend into your own voice if you’re a content creator.
[00:21:28]
Emmanuel Probst: 100%. That is indeed the remix economy that is building upon something that has already been done. And in my opinion, it’s putting new things on things. It’s copying in a good way. Because you do so it’s out in the open, by the way, the title of my book Assemblage, I did not invent that word. When I talk about the art and science of brand transformation, how you can mix and match different components from culture and all that. Well, this concept is inspired from how you make whiskey, how you make cognac, how you make wine. So to make a whiskey, you assemble a range of different whiskies basically. So an assembler, a master wine maker is going to pick from up to 300 different whiskies, and they’re different because of different barrels and different ageing process and different flavors and so on and so forth. And the winemaker is going to mix and match those different alcohols to create that whiskey. That brand that taste that is unique that has a strong product identity. And this exemplifies Jamin what I’m saying this copy transform combine process, I did not invent whiskey. I did not invent the process to craft a great, unique whiskey. I did not create a word assemblage. I applied this reasoning this process, this method, this best practice to the world and the purpose of marketing.
[00:23:17]
Jamin Brazil: Perfect. Our guest today has been Dr. Emmanuel Probst, the global leader of brand thought leadership and Senior Vice President of brand health tracking at Ipsos. Author and professor at UCLA, his book is titled Assemblage, The Art and Science of Brand Transformation. You can pre-order that on Amazon today. Emmanuel, thank you so much for joining me on the Happy Market Research Podcast.
[00:23:41]
Emmanuel Probst: Jamin and everyone, our listeners on the Happy Market Research podcast, thank you so much for such a great conversation today.
My guest today is Susan Fader, keynote speaker and founder of FaderFocus.
Susan has run FaderFocus as a Business Strategist & Transformationalist Catalyst specializing in Qualitative methods and strategic consulting.
She helps clients achieve focus and get “unstuck”, reframing their energies, their confirmational biases, and the traditional ways of segmenting their customers.
Find Susan Online:
- LinkedIn: https://www.linkedin.com/in/fadersusan/
- FaderFocus: https://www.faderfocus.com/
Find Jamin Online:
- Email: jamin@happymr.com
- LinkedIn: www.linkedin.com/in/jaminbrazil
- Twitter: www.twitter.com/jaminbrazil
Find Us Online:
- Twitter: www.twitter.com/happymrxp
- LinkedIn: www.linkedin.com/company/happymarketresearch
- Facebook: www.facebook.com/happymrxp
- Website: www.happymr.com
Music:
- “Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
- Full-time on campus
- Full-time online
- Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU’s programs at: broad.msu.edu/marketing.
HubUX is a research operation platform for private panel management, and qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hey, everybody, I’m Jamin. You’re listening to the Happy Market Research Podcast. Our guest today is Susan Fader, keynote speaker and founder of Fader Focus. Susan has run Fader Focus as a business strategist and transformationalist catalyst specializing in qualitative methods and strategic consulting. She helps clients achieve focus and get unstuck, reframing their energies, their conformational biases, and the traditional ways of segmenting their customers. Susan, welcome back to the Happy Market Research Podcast.
[00:00:36]
Susan Fader: I’m very happy to be here and talk with you again.
[00:00:42]
Jamin Brazil: The Michigan State University’s Master of Science in Marketing Research Program delivers the number 1 ranked insights and analytics degree in three formats, full-time on campus, full-time online, and part-time online. New for 2022, if you can’t commit to their full-degree program, simply begin with one of their three-course certifications, Insights Design, or Insights Analysis. In addition to the certification, all the courses you complete will build towards your graduation. If you’re looking to achieve your full potential, check out MSU’s program at broad. msu. edu slash marketing, again broad. msu. edu/marketing. Hub UX is a research operations platform for private panel management, qualitative automation, including video edition questions, and surveys. For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com. Before we get into the core content, I wanted to talk briefly about your speaking. You have been a speaker since I’ve known you anyway, various industry events, but more recently you’ve been brought in for corporations to talk to them and their off-sites. I’m just curious, is this a trend for your career, and what are they bringing you in for?
[00:02:13]
Susan Fader: They’re bringing me in for really my original thinking of reframing how you think about business challenges, because a lot of businesses are like these cars that are stuck in the mud and the tire keeps spinning and you’re doing the same thing. They need to think differently about their businesses. They’re coming out of the pandemic. The whole dynamics of their categories, who their buyers are, how they talk to them has changed. And they want to make sure when they are thinking about business strategies that their baseline assumptions are correct, and that’s where I come in. I help them reframe how they think about what the business challenge is, what the opportunity is, and how to look at things more from a customer perspective than how business units are set up.
[00:03:10]
Jamin Brazil: It’s funny. It is in every way becoming a better listener. I’m just constantly amazed at how when we do that, we can connect more, and obviously on a one-to-one framework, but I think it works really well from a brand framework as well. Anyway, we’ll dive more into that momentarily. So this is the third time that you’ve been on the show. The first time was on contextual intelligence. The second was on cognitive demographics, and today we’re talking about yet another new thing for me, narrative economics. What in the world is narrative economics and what business question does it address?
[00:03:48]
Susan Fader: So narrative economics is really about stories. When you think about in the business world of storytelling, it really is seen as an output of how you deliver findings or how you talk to the board of directors or CEO, and you have to have a story that has beginning, middle, and end, and you’re delivering conclusions. Narrative economics is about storytelling as input. It’s about hearing what people are thinking about, and it doesn’t have to have a beginning and middle or end. It could be a song, a poem, a sermon, a joke, but gives you insight of what people are thinking. That’s what narrative economics is, and it’s about storytelling. I can give you a little more background if you want.
[00:04:41]
Jamin Brazil: So it’s about storytelling, and so that’s the narrative component of it. But then you have the economics, which is usually, at least from my point of view, is framed on whether that’s usually market conditions or what drives overall economic outcomes.
[00:04:57]
Susan Fader: So let’s step back. Behavioral economics, system 1, system 2, has become really, really big, and behavioral economics came out of the world of financial economics. What social scientists did, they recognized something that was in the world of financial economics, and they adapted it, and businesses and market researchers adapted the world of behavioral economics to something that we use, and the underpinning of behavioral economics is that people are irrational, and they make irrational decisions. When Robert J. Schiller, who’s a Nobel Prize winner in economics, came out with narrative economics in 2018, and I read the paper, and I realized, “Wow,” this was an idea that we really have to take into business, just the way behavioral economics was transformed. And I have been, for the last five or six years, the drumbeat of we have to incorporate narrative economics. And my take is narrative economics should be viewed as the insider, the person who’s being studied’s perspective of why the choice or decision may be rational to that person, and therefore it reframes how we look at behavioral economics. Behavioral economics, we have to now recognize, and this is what I really feel, is we’re making a judgment call on whether a person is rational behavior, we’re the outsiders, and we’re doing a judgment call on whether they’re being rational. Narrative economics gives us the backstory and the perspective of why the behavior might be rational to the person, but not to the observer. And that’s why I think narrative economics is so important that we integrate into any business strategy or any business thinking that we are doing.
[00:06:53]
Jamin Brazil: In all transparency, a little out of my depth, my understanding of economics is very much one of a hobbyist, as opposed to an academic. But at least my remembering of behavioral economics is really around scarcity and why humans or what rather humans will wind up choosing, and that driver ultimately is what is going to improve them the most or be the best thing for them from their point of view. And so then, as I understand it, as you’re describing it, narrative economics really feeds the why framework they’re making that specific choice.
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Susan Fader: Yes, it does. And again, the thing we have to recognize is people rationalize behavior to themselves, even if it’s irrational. But again, then it’s a rational decision on their point. But it also gives us the context of how they’re making the decision in the missing link, because a lot of times when we’re judging consumer behavior, obviously we’re the outsider, but at the same time, we don’t have the context of what’s going on, of how they’re making it, what other things are impacting. I’ll give you an example. When in the Rust Belt, when all these factories were moving to Mexico and all these people were losing $40 an hour jobs and they were offered the opportunity to move, the company would move them and the people wouldn’t move and they were left in areas that had no jobs, and you were like, “Why wouldn’t these people move?” They’d rather be unemployed than have all these benefits and $40, $50 an hour jobs. That’s irrational. However, if you think of a person’s personal hierarchy of value, and the biggest thing to them is family, and all their family lives in that 15 mile radius, then they’re going to choose not to move, even though it’s going to negatively really impact their life. Because to them, family is more important, being around family. So that’s a rational decision. But if you think about all the articles we’ve read about, how could these people not move? That’s an outsized job. So that’s why, if you understand the narrative of how they’re talking, and that’s why listening to podcasts about any particular- there’s podcasts about anything, of every demographic. So if you listen to people talking on podcasts, or if you read biographies, or people- J. D. Vance, who was just elected Senator in Ohio, was Hillbilly Elegy, gave insight of growing up in the Rust Belt from Appalachia. And Tara Westover, her book about educated living off the grid in Utah. It gives you insight of what their lives are, and what their decisions were, and where they ended up. And that’s very important. And I don’t think enough business people do that, that they really listen to the stories. It’s not a dissident bit, it’s really hearing the context of their life, and how, and understanding why they make decisions the way they do.
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Jamin Brazil: Totally. And it’s interesting that you can leverage digital frameworks, you said podcasts, but it could be other things too. It could be like TikTok channels, or hashtags, or what have you. But really as inputs to help inform your point of view of an audience or a segment. And it’s interesting because you’re basically consuming monologues, or one side of their point of view of whatever it is that they’re talking about, what they care about, what drivers are, what annoys them, all that sort of stuff.
[00:10:52]
Susan Fader: It’s also getting back to research and conversations. A lot of times, we’ve talked about this before, there’s more stuff than can fit in the guide, the 15-page guide, than you have time to talk, have a conversation, and it’s this question-answer structure. What you really need to do is devote the first 10-15 minutes of any research interaction you have, allowing the person to share a story. If I am doing research with healthcare profess- doctors, I’ll ask them in two or three sentences, tell me why you became a doctor and why your specialty. And they’d light up, and they start sharing, you’ve touched them, and gotten into a personal aspect of who they are, and it gives me context of how to have a conversation with them. But if you’re doing a consumer project, don’t assume you know everything because you’ve already interviewed this profile 40 times before. The person you’re talking to, a lot of their decision making is automatic. So what you need to do is just kind of get them to share their perspective. If you’re talking about making dinner, you have a food product and it has an integral part of dinner, you might say, “Tell me the story of what you like about making dinner and what you don’t, and tell me in five sentences. And or give me three descriptive words about how you feel about making dinner.” You kind of give them a framework because most people don’t know how to tell a story anymore. And so if you give them- and say, you have to give them a framework. So if they give you the three words, you say, “Tell me why those three words.” And you get tremendous insight into how they’re feeling as opposed to what do you like, what you don’t you like. So the three words can really jumpstart the conversation. And in ancient Greece, if a guest was at the table at the meal, their obligation was to share a story with the host to tell something about themselves. And that was belief you really get to know someone that way.
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Jamin Brazil: Oh, that’s so interesting. I recently did a study, for my blog, on a Lazy Boy and I asked a question that was a video question. So people would respond, give me their answers via video. Tell me about your most memorable experience on a Lazy Boy piece of furniture. And it was so emotional, the response, we had 350 people that qualified to take the survey. And their stories impacted me so much this year for Christmas, I’m requesting a Lazy Boy recliner.
[00:13:50]
Susan Fader: Because it was emotional, you asked about them. It was a broad question so they can interpret it whichever way they wanted. It could be memorable, could have been how it was delivered, or a memorable could have been how they made a repair on it. You didn’t put any constraints on what story they were going to do. And most research would say, “Tell me about the delivery process. Have you had any repairs? Tell me.” So that kind of guides them, but you were broad so that they could bring any story they wanted from any aspect of the relationship. And that’s a key to narrative economics.
[00:14:28]
Jamin Brazil: And what was so interesting on the- I will pick on this study a little bit more, is that you’re right in the things that surfaced, I don’t think I would have ever pulled it out of a survey, unless I had asked the question. One of the interesting thing was I asked- I got 350 responses. So even if I had just done a handful of one-on-one interviews, I don’t think the findings would have surfaced like they did, but some of the things that surprised me were the experience with the store at the store was so- my sales rep was the favorite most memorable part of having the furniture, with the furniture, which you is counterintuitive. You think it would be something else. And that was- one of those was a story of one of the sales reps saying, “Hey, I’ll come out to your apartment and check it out, and let you know what I think would be a good layout for you,” just kind of for free, going out of their way to do that kind of stuff.
[00:15:17]
Susan Fader: So that that’s very interesting. You said counterintuitive. That’s like you were going to set, you would normally set guardrails on what you think a memorable story should entail. And that’s what many businesses do. So if you had set the guardrails and don’t tell me about the sales experiences, tell me about your experience having one, you would have missed out. And narrative economics, again, is about them sharing a story with you from their perspective and you not guiding them by the hand on what story they should tell.
[00:15:54]
Jamin Brazil: So we’ve already kind of stepped on this next question, but I’m going to ask it anyway because I would really like to flesh it out more. How does narrative economics connect to consumer insights?
[00:16:05]
Susan Fader: It’s exactly what we just did. It doesn’t put constraints on what you’re going to hear. A lot of times when you start- think about it, when you’re asked a very direct question, it’s like you put blinders on and the consumer says, “Oh, they only want me to answer X, Y, and Z. Therefore, I’m only going to answer X, Y, and Z.” And you’re kind of putting tunnel vision on the consumer, not allowing them to really tell what they’re thinking. You’re guiding the conversation. You want it to be unguided, at least at the beginning, so they contextualize it and then you react to how they’re telling the story. And that’s how you’re going to get a lot more out.
[00:16:45]
Jamin Brazil: So qualitative, obviously, in nature, do you see it play out in quant-research?
[00:16:51]
Susan Fader: That’s exactly what you just did with 350 Lazy Boy. The key is with AI, you really in quant to not have an open-end video right now is, I think, ridiculous. And I think you actually should start quant surveys with an open-end.
[00:17:13]
Jamin Brazil: So on point.
[00:17:14]
Susan Fader: Because that’s how you start understanding their perspective. And then if you want to do a cross-tab, you do a cross-tab of the answers based on their perspective. Because, again, businesses tend to segment customers based on what their business unit needs are. But customers might segment themselves differently, put them in groups other than what you would see them in, and by putting an open-end at the beginning of a quant and using AI to help you figure it out, I think you would get a lot more insight from your quant.
[00:17:53]
Jamin Brazil: It’s funny, I’ve been saying this for years, a survey is really just a conversation at scale. And finally, technology is getting to the spot where it can analyze unstructured data, because nobody speaks in Likert scales.
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Susan Fader: Right. No one speaks in Likert scale. And the other issue is talking about data and talking about quantifiable data, when you think about Google searches, people tend to search the top 10 or the top five ways things are categorized in that category. But if you think about it, data is historical and that’s looking backwards. And if you do that, you don’t see what the emerging trends are. Because something as simple as brushing your teeth, I went to a Google presentation and they said there was over 100,000 ways that people talk about brushing your teeth. So if you only do the top 10, you’re going to miss something. So that’s also happy conversation will help you understand what other things you should be looking for in Google searches beyond just the top 10.
[00:19:02]
Jamin Brazil: Oh, that’s super insightful. I talked to you a little bit about a project. I didn’t intentionally do narrative economics, but it may have had some overlap. Do you have a specific or a favorite project where you leverage it for a customer?
[00:19:15]
Susan Fader: Oh my God. It’s like asking me who my favorite child is and I have lots of children. I think it’s hard to- your most favorite, because I work in so many different categories and I’ve had so many interesting conversations and people who have totally surprised me. I didn’t expect them to say something, but I think one of the most moving ones I had was a project I did with evangelical Christians and I was hired by a group. Let me just backtrack from it, this was at a time right after the Supreme Court had ruled same sex marriages was legal and marriage that was legal in 50 states. However, in 37 states, it was still legal to fire someone because of their sexual preference. It was still legal to evict someone from their home if they were renting if they were homosexual. So the objective here was to try to get those laws off the books in those states and not have evangelical Christians, basically to have them not fight it, not that they need to be advocates, but that they shouldn’t be against that move. So what we need-
[00:20:42]
Jamin Brazil: De-escalation of the issue?
[00:20:44]
Susan Fader: Well, trying to figure out where the minefields were, in terms of communicating and messaging to the public in terms of voting and de-escalation, what can you say? How can you say it? Where can you say it? And I did. I must have done 50 one-on-one interviews and we also did groups and I had them tell stories things, we had an exercise, I’m not going to go into detail, but they came in and they were prepared to tell a story and then we talked. And I cannot tell you how many times during these interviews people broke down and cried. And the thing was they’re very adamant that a marriage was between a man and a woman. And anything that referenced, this was in the case with the wedding cake and everything and that was the minefield, you couldn’t go anywhere near that. But when you started hearing that people could be evicted from their homes because what they were doing in the privacy of their bedroom, that was not right. And one person said, “As long as they’re not,” I’m not going to use the word that they use, but on the conference table, why do I care what they do in their bedroom? How can you throw someone out of their home or how could you fire someone? And it was this understanding, this emotion where we were able to separate this thing that had been so tightly woven together, where homosexuals are destroying America because of marriage. “Oh my God, they’re just like me, they need to live in a home, they need a job. How could you do- what would Jesus say?” And then at the end of some of these interviews, people would tell me the stories of how a child had come out to them and they didn’t speak for them for years and years and what wasted part of their lives and would I go out with a drink with them afterwards? They were very emotional interviews and you could just see the battle people were having with their beliefs and family and just everything. And that really, really stuck with me. And that was something where it was really about having them tell us stories, this narrative economics approach.
[00:23:18]
Jamin Brazil: And in that, those stories then informed, in this case, the evangelicals point of view on the specific issue of gay marriage and also the specific messaging landmines that need to be either avoided or addressed for easier legislative adoption.
[00:23:39]
Susan Fader: Right. So what happened was in the beginning was this open-end where they told us the story and then we actually showed them concrete print ads and television, online ads that we could do and how they responded to images. But we had the context, as opposed to when you start out just showing them advertised and they go, “I like that because that’s a pretty color.” Here we had a context of what was emotional to them and they were able to reference that. It came like a lie detector test because they had told the story from their guts and they then were able to really be articulate where the communication was working and where it had gone off the rails. And so we got very clear findings as opposed to a beauty contest where you usually do when you show them concepts or ads.
[00:24:32]
Jamin Brazil: Super interesting stuff. Well, I appreciate the explanation of narrative economics, a new thing for me and I’m definitely going to be diving into it. The application to research seems just amazing and I appreciate the tips that you gave, specifically the three words as a way to get participants to start framing up their stories.
[00:24:57]
Susan Fader: Right. And you tried the word should be descriptive words, adjectives, or adverbs. You really don’t want nouns. You want emotional. You want to know how they’re feeling and sometimes a little hard, but let them give you the words and then tell me the story behind the words. You said this word, this word, or this phrase. Help me understand. So you’re not going to say, “Tell me this word, tell me,” they’ve given you a framework of, they have now have a framework and now they can start telling you a story.
[00:25:27]
Jamin Brazil: So how do you frame the initial question?
[00:25:30]
Susan Fader: I’m going to give you a term and I would like you to give me three distinctly descriptive words or phrases that capture how you feel or think about what I’m going to say to you right now.
[00:25:45]
Jamin Brazil: Oh my gosh. I love that. Oh, awesome. Perfect. Great. I appreciate the clarity and the tactical and the strategy point of this has been super informative podcast, Susan. Thank you very much.
[00:26:00]
Susan Fader: Appreciate it. So you can see how from when I do this corporate speaking, how it’s reframing how people think about business challenges.
[00:26:12]
Jamin Brazil: To say the least. Our guest today has been Susan Fader, keynote speaker and founder of Fader Focus. Susan, thank you very much for joining me on the Happy Market Research Podcast today.
[00:26:23]
Susan Fader: It was a pleasure, as always.
[00:26:25]
Jamin Brazil: Everyone else, I hope you found as much value in this as I did. As always screen capture, share on social media, tag me and I will send you a t-shirt. Have a great day.
My guest today is Anne Beall, Founder and CEO of Beall Research.
Founded in 2003, Beall Research is a strategic market research firm based in Chicago that services some of today’s top brands.
Anne holds a Ph.D. from Yale and has worked at Boston Consulting Group and National Analysts.
Find Anne Online:
- LinkedIn: https://www.linkedin.com/in/annebeall/
- Website: https://beallrt.com/
- Strategic Market Research: A Guide to Conducting Research that Drives Businesses: https://www.amazon.com/Strategic-Market-Research-Conducting-Businesses/dp/B0BMSNY2C2/ref=sr_1_1?crid=35L8235YT857C&keywords=strategic+market+research&qid=1669655461&sprefix=%2Caps%2C114&sr=8-1
Find Jamin Online:
- Email: jamin@happymr.com
- LinkedIn: www.linkedin.com/in/jaminbrazil
- Twitter: www.twitter.com/jaminbrazil
Find Us Online:
- Twitter: www.twitter.com/happymrxp
- LinkedIn: www.linkedin.com/company/happymarketresearch
- Facebook: www.facebook.com/happymrxp
- Website: www.happymr.com
Music:
- “Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
This episode is brought to you by Michigan State’s Marketing Research program. Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?
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It costs nothing to get more details. Take the time, invest in yourself. You are worth it and your future self will thank you. Class sizes are limited, so please, check it out today.
This episode is brought to you by HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys. For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jam Brazil: Hi, I’m Jamin. You’re listening to the Happy Market Research Podcast. Our guest today is Anne Beall, founder and CEO of Beall Research. Founded in 2003, Beall Research is a strategic market research firm based in Chicago that services some of today’s top brands. Anne holds a PhD from Yale and has worked at Boston Consulting Group and National Analysts. Anne, thank you very much for joining me on the Happy Market Research podcast today.
[00:00:27]
Anne Beall: Well thank you for having me. I feel so happy just being here.
[00:00:35]
Jam Brazil: The Michigan State University’s Master of Science in marketing research program delivers the number one ranked insights and analytics degree in three formats. Full time on campus, full time online and part time online. New for 2022, if you can’t commit to their full degree program simply begin with one of their three core certifications. Insights design or insights analysis. In addition to the certification all the courses you complete will build towards your graduation. If you’re looking to achieve your full potential check out MSNU’s program at B-R-O-A-D.msu.edu/marketing. Again, B-R-O-A-D.msu.edu/marketing. HubUX is a research operations platform for private panel management, qualitative automation including video audition questions and surveys. For a limited time user seats are free. If you’d like to learn more or create your own account, visit hubux.com. Now you’ve been on the show before first in April 19, 2019. And later you covered one of my favorite episodes which was a discussion on what makes a good story. I know it’s crazy. Today we’re going to be talking about emotions. Specifically the role of emotion as it relates to brand, but before we do I want to talk a little bit about you being an author. So you are a prolific writer. You have six published books, including Strategic Market Research which is a guide to conducting research that drives businesses. And one of my favorites, Community Cats, a journey into the world of Feral Cats. What are you working on now?
[00:02:21]
Anne Beall: Well I have just released a book called Only Prince Charming Gets to Break the Rules. Gender and rule violation in fairy tales and life. So that’s a good Christmas gift for your daughters. But that’s one where we analyze fairy tales. We looked at 200 Fairy Tales from around the world. And we actually analyze them for who breaks the rules, who gets rewarded and who gets punished? Little spoiler alert here, we found that in general male characters break the rules much more than females and tend to get rewarded. Whereas female characters tend to get punished severely when they break the rules.
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Jam Brazil: And we’re seeing some like, over the last I want to say five-ish years, we’re seeing more of the heroine role emerge. What’s your point of view? I’m thinking like, one of my favorite Disney movies actually is Brave.
[00:03:16]
Anne Beall: Yes.
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Jam Brazil: What’s your view on how things are evolving?
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Anne Beall: Well unfortunately they’re not evolving fast enough or well enough to make me happy. Unfortunately the Cinderella is, it’s a pretty traditional tale. Those are the heroines actually that do the best at the Box Office. So I don’t know if you saw the more recent Amazon version of Cinderella where she wants to be an entrepreneur, it bombed. But I do love Mulan, I loved Raya. I love some of the great female heroines occurring out of Disney but they are not as central enough to our culture to make as much of a difference as I like them. But I’m happy that they’re there.
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Jam Brazil: It’s interesting, me 51 year old male, you say Princess and I immediately go to Cinderella and Snow White. Because that was the pool of princesses when I was a kid. I haven’t actually thought about that in the context of my daughter’s most recently. So my daughters, my youngest is five and she loves playing princess. But it is a really important point that you’re making around how we normalize who can lead and change and who can’t.
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Anne Beall: Absolutely. So that’s kind of a fun book about, also I am releasing a new version. The fourth edition of Strategic Market Research. The book that you mentioned. So that will be out in a couple of weeks.
[00:04:42]
Jam Brazil: And I use that as curriculum in my MBA course. So thank you very much for that.
[00:04:46]
Anne Beall: You are so welcome.
[00:04:48]
Jam Brazil: So let’s get into the topics, emotion. It drives everything. We all know this although I do think that brands have been paying a lot more attention to emotion. Today we’re really trending in the last five years. So what does emotion, or rather how does emotion impact brand choice?
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Anne Beall: Well it impacts it at a variety of levels. So there is an emotional response that we have to everything. That could be a positive response, a negative response or a neutral sort of immediate response we have. And you have that to an ad that goes across your screen. You have it at shelf where you see a brand in front of you. You have emotional responses that have been built up over many years. First thing when I see the Coca-Cola brand, things come to mind like Christmas and Santa Claus and family and years and years of Coca-Cola advertising have really connected these things with that brand for me and I have a positive emotional response to that brand. And so that’s the first place that works. The second place that it works is around emotional identification. You have a response to a brand that sort of you carry around. When you see certain things, oh you feel good or oh, you don’t feel so good. And then there’s a level of emotional identification that you have. I am not a carbonated soft drink person. So I don’t emotionally identify with Coca-Cola soft drink products particularly. So when I see the Coca-Cola in the can or the bottle or whatever, I don’t think oh, that’s not really a product for me. So there’s a level at which I kind of just don’t really connect with that brand in terms of emotionally identifying with it. But my running shoes, oh that’s a totally different story. I probably treat those better than some of my dress shoes. I emotionally identify with the sport. I emotionally identify with the many miles I’ve used them running. So there’s that. And then the last thing that emotions do is brands make us feel things about ourselves. When I take those running shoes out, I have a great run. I’m totally convinced of course if it’s, I’m such a great runner but maybe the shoes are giving me an edge and of course I’m taking good care of my health. After I finish a run I feel particularly good. I unlace my shoes. There’s a whole set of emotional things that are happening there. And when I see my shoes I have a certain reaction to them. And that is the case for a lot of things in our lives. Whether it’s the books we read, whether it’s the things we eat. The brands that we purchase that we use for our technology. Everything around you probably you have a reaction to and you either emotionally identify with it or maybe you don’t. And at some level it makes you feel certain things about yourself. We found that when people talked about the Apple brand and how they felt about themselves using it, they felt smarter, confident, in control. Well I don’t know about you Jamin, but anything that makes me feel smarter and more in control, I’m all for it. Bring it on.
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Jam Brazil: I heard a, this goes back a number of years- a keynote by Wozniak, one of the co-founders of Apple. And he said that they were- one of the big surprises when they launched the Apple is that people felt the feeling of love when they held their phone. Which was not the case with flip phones by the way. There’s a totally different sort of different like connection framework. There’s a couple things that stand out to me. One is that obviously emotion is really important, duh, but your Coke example is a really good one that I connect with. Coke is one of my top five brands. However I don’t consume carbonated beverage. So I do connect with it. Like if I see a coke commercial I’m always in love with it. There’s never a [CROSSTALK].
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Anne Beall: Yes.
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Jam Brazil: Commercial right?
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Anne Beall: No.
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Jam Brazil: And I’m a Coke enthusiast, and yet I am not a consumer, I’m not a buyer.
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Anne Beall: But you may buy Dasani, right?
[00:08:40]
Jam Brazil: Right. That’s true.
[00:08:41]
Anne Beall: That may be the place where it kind of bleeds over but if you don’t emotionally quite identify with it there’s going to be something that’s happening there. So you might buy that old Coke truck that they have the collector’s item. You might buy that. You might because you just kind of love the nostalgia.
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Jam Brazil: 100%. So when you think about, I guess maybe we’re categorizing it as like customer loves strategies. Coke is obviously doing it really really well and has been for decades. Who are some companies from your vantage point that you think maybe you’re starting to do it really well?
[00:09:21]
Anne Beall: I think there are- I think there are a lot of companies that do this well. I think about like Asutra. I don’t know if you’re familiar with that brand. It’s A-S-U-T-R-A, but they’re all about self care. And they kind of say things like, self care isn’t selfish. And so they really make people feel a certain way about buying their products and services. So I think they’re connecting with an emotional need that you have. And when you buy their products and services you feel like you’re taking good care of yourself and they’re kind of in partnership with you on that. So I think that’s kind of a good example. I think there are companies out there, L’Oréal had for a long time, because I’m worth it. Which was getting into that whole notion of, this is something that you’re going to use because it’s higher quality. And by the way you are a worthwhile and valuable person and should take care of yourself and use things that are high quality. Things like that. I think these are good kind of classic examples of, and I think that, I can think of a million ads but I don’t know if you recall, when we were younger there used to be on the TV Calgon ads. Calgon, Calgon take me away. You and I remember that. That ad hasn’t shown in decades. But it did a good job of that. And the other ad you might recall is a picture of a baby in the middle of a tire. Do you recall that ad? That’s an iconic ad. And we did a lot of tire work for decades. And we’d say, have you seen any advertising that is notable? And people would always mention that ad, which by the way has not been shown in 30 years. But that’s a really good example of connecting with people in an emotional way and also telling the people that what you care about is what I care about. And so there’s a positive emotional- That was Michelin by the way that did that. People have a positive emotional response to Michelin. Michelin has done a great job of getting across the idea that their products are high quality and that they care about safety and you care about safety and so therefore there’s a level of emotional identification you’re going to have with their brand. And so these are good examples. But during the pandemic we saw a lot of people came to us actually and asked us for help with emotions. And we work with some pretty major companies that were trying to figure this out and trying to help navigate this whole brand connection especially when people are suffering.
[00:11:51]
Jam Brazil: For sure. It’s so interesting the, I’d forgotten all about that. Calagrin? Calgarin? How do you say?
[00:11:57]
Anne Beall: Calgon.
[00:11:58]
Jam Brazil: Calgon, there it is, take me away. I totally remember that and then the other one that stands out to me as we go down memory lane is where’s the beef?
[00:12:06]
Anne Beall: Exactly.
[00:12:08]
Jam Brazil: But again like an emotional connection to funny like a humorous commercials is not- Can be as powerful as a heartfelt one.
[00:12:16]
Anne Beall: Absolutely, but the point is that they’re getting across that people are dissatisfied and they’re kind of reckoning with that.
[00:12:25]
Jam Brazil: How do companies measure emotion?
[00:12:28]
Anne Beall: Companies measure emotion in lots of different ways. We have done everything from observational coding of people and their body language. I was just writing in the book that I’ve been revising about a piece of work that we did for a major pet manufacturer, food manufacturer, who had a- Created a version of a Walmart and we had people shot this and we actually coded whether they approached the aisle, what kind of facial expressions they showed. We actually coded if they touched anything, how close they got to certain things, how long they spent. And we had a prototype aisle that was exactly like the one at Walmart. And then we had a test shelf which had some new products on it. And then we asked people if they preferred one aisle or the other. And people claimed they had a preference but the preference was equally split. They couldn’t tell us what the difference was between either aisle. They had no idea, but were able to show, they showed more expressions of surprise and delight in the test shell aisle. They spent longer in that aisle and it actually handled more food and put more items in their basket in that aisle. And even though they claimed, oh I prefer the aisle over there, they didn’t prefer the test shelf aisle any more than they preferred the regular aisle. But their behavior told us everything. They were more engaged. So that’s one example that we do a lot of work where we have people do self-reported emotional experience. And so they’ll tell us what their immediate emotional response is to things and how they have strongly they feel certain things and how likely they are to purchase and how likely they are to be loyal. And what emotions are particularly felt the strongest. So we do it in a few different ways.
[00:14:11]
Jam Brazil: The quantifying it is interesting. It really is. It’s hard to self-report accurately your emotional state.
[00:14:16]
Anne Beall: It’s actually, that’s actually not true. It’s actually I think.
[00:14:19]
Jam Brazil: Really?
[00:14:20]
Anne Beall: It’s actually the case that what we found is the self-reported emotion is the most predictive because it’s what you labelled and identified and you were aware of.
[00:14:31]
Jam Brazil: That makes sense.
[00:14:33]
Anne Beall: If I see you have an emotional response to something and then I say to you, oh Jamin, what just happened back there? And you’re looking at me like, huh? Well I saw you had an emotional response to something that was said in conversation but it may be momentary and you kind of moved on. But if you say to me, oh man I got to tell you, boy was I angry, let me tell you about why. The fact that you can label it and the fact that you’re still recalling it and can describe it actually is more predictive of your behavior and it’s more likely it’s important than if I saw it but you didn’t internally label it.
[00:15:09]
Jam Brazil: I love being wrong. I think the- I had originally connected it to something like a purchase intent right? But you’re- Now that you’re, as you’re explaining it you’re exactly right. And I hadn’t considered the role of labeling to the feeling as a form of enforcement.
[00:15:29]
Anne Beall: Absolutely. And people often say, oh well you just can’t- Emotions you got to, there has to be something measured that’s like on the face or you have to put some GSR tape on you or something. It’s not true. The fact is if I get your report I’ve got probably the biggest experiences internally for you.
[00:15:50]
Jam Brazil: When you pull back and you’ve done a volume, a ton of work. I actually heard you present on emotion. I think it was in conjunction with GoDaddy.
[00:15:57]
Anne Beall: Yes.
[00:15:57]
Jam Brazil: Which goes back years ago. Do you have a favorite project?
[00:16:01]
Anne Beall: Oh goodness, I have so many favorite projects. I have said, I was just writing about a project that we did for a laundry manufacturer, laundry detergent manufacturer. They had created a new scent product. Something you stick into your wash and it makes your clothes smell really good. And I remember that we videotaped people opening the very first, opening the bottle for the first time. They had to take it home and use it for one month. And they opened the bottle and we videotaped their reaction. And then they gave us a rating, and you could tell that some of the words were like, oh wow this is terrible. And you can also tell someone, we’re like oh wow, this is great. But their facial response to that initial scent was completely predictive of what happened at the end of the study. The women who had a negative reaction to it, even often they said it was good product. They even rated it highly, at the end of the study they would not use it after the study was concluded. The women who had that initial positive reaction were going to buy it after the study. And I thought how interesting that that one moment was, I didn’t even need to use it for a month. It’s that emotional reaction, so clear.
[00:17:22]
Jam Brazil: It’s interesting the attributable value of that first experience. It starts really pointing to the brilliance behind Apple investing in packaging.
[00:17:31]
Anne Beall: Yes, and boxing. Huge. Absolutely. That’s one of my favorite ones, but I have many. They’re all different in their own way and they all make me smarter about this topic as I move along in this journey of my own.
[00:17:47]
Jam Brazil: When you look forward to the next five years, so you’re benefiting right now because you’re one of the leaders if not the leader in this emotional measurement for market research or consumer insights more broadly. What do you see as a trend in our space or inside of brands relative to consumer intelligence or consumer insights?
[00:18:09]
Anne Beall: It’s a good question. I feel as though, I think that like Simon Chadwick said recently that consumer insights people have really taken a seat at the table. We add more value than ever because the pandemic really caused people to turn to insights people and ask really big questions that we were able to answer. And so I see market research as continuing to be influential and continuing to deepen its role within organizations. I think that insights, I think, will become more strategic and will become more focused on knitting together many different projects and many different initiatives and become more of a consultant in a way. That if that’s the way I kind of see us moving as being much more less project based and more organizational based if that makes sense.
[00:19:05]
Jam Brazil: It does. My friend he’s a senior insights lead at Adobe. He and I had a conversation, had a talk at insights, sorry the, it wasn’t it was Green Books iEX, this past April. And it was really interesting how he is now, he now gives presentations. He’s not doing like the book of presentations anymore. He will involve stakeholders throughout the research process from, well who do you want to talk to you? Why are they important? To discussion guides or surveys. What do you expect to get out each question to like early at a glance, top line results, even preliminary results, what do you think about this? And then the actual like presentation, the formal presentation is maybe 5% data and then 95% discussion and strategy.
[00:19:53]
Anne Beall: That seems like the right way. And I, we you and I have always had the focus that when want to help organizations and we use market research as a tool to do that. But I think it’s, I was on a call today with a major client of ours and we were telling them what the results were but every single slide that we were presenting was like, OK so here’s the implication for you. You guys really need to be doing X, are you doing X? So it felt, but it felt like more of a partnership and more of a consultancy than it did a- Here’s the data.
[00:20:28]
Jam Brazil: Totally. It’s nice to see finally in my career, market research is really the rudder of action inside organizations. And I truly believe that. Like there’s not a single brand I talked to, and there’s a lot of them, where they’re leading with insights or getting the customer’s point of view at the point of decision is really, it’s really key.
[00:20:46]
Anne Beall: It is.
[00:20:48]
Jam Brazil: We’re stepping into 2023. I still don’t have a space car but that’s OK. What is your personal motto?
[00:20:54]
Anne Beall: My personal motto is always the same every year. And it’s the one I was taught as a little girl by my father who told me look at everything that happens to you as an opportunity. And I can tell you during the pandemic because we specialize in emotions, I hired a PR firm and we got out there and got our message across and we published widely and we had 12 new clients. And when we looked at everything that’s happened has been for the good. As I’m revising these books going forward and as we’re, next year I’ll be doing a lot more traveling and a lot more speaking. And so, I just, I feel like life is a huge gift and I just look at all the things that happen as giving me some springboard and some platform.
[00:21:48]
Jam Brazil: Our guest today has been Anne Beall, founder and CEO of Beall Research. Anne, thank you for being on the Happy Market Research Podcast today.
[00:21:55]
Anne Beall: Thank you so much for having me.
[00:21:57]
Jam Brazil: Everyone else, I hope you enjoyed this as much as I did. I hope you have a great rest of your day. As always, if you screen capture, share this on social media specifically LinkedIn. Tag me, I will send you a t-shirt. Have a great rest of your day.
Our guest today is Hunter Thurman, President of Alpha-Diver.
Alpha-Diver is a consultancy that leverages neuroscience to help brands target the right consumers and identifies the best moments for activation.
Prior to starting Alpha-Diver, Hunter served as a Consultant for WPP in Global Insights, Strategy, and Innovation. Additionally, he served as an Innovation Strategy Mentor at The Brandery.
Find Hunter Online:
LinkedIn: https://www.linkedin.com/in/hunterthurman/
Alpha-Diver: https://www.alpha-diver.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
This episode is brought to you by Michigan State's Marketing Research program. Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?
Today, the program has tracks for both full-time students and working professionals.
They also provide career support assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State's Marketing Research students have accepted job offers 6 months prior to graduating.
The program has three formats:
The first is a Full-Time 100% Online program taught over 12-months starting in January 2022
The second is a Part-Time 100% Online program that is 20-months. This one starts in May 2022 and is specifically designed for working professionals,
And of course, they offer a Full-Time 12-month in-person experience that starts in September 2022
All programs include real-world experience and full-time job placement support.
If you are looking to achieve your full potential, check out MSMU's programs at:
broad.msu.edu/marketing
It costs nothing to get more details. Take the time, invest in yourself. You are worth it and your future self will thank you. Class sizes are limited, so please, check it out today.
This episode is brought to you by HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hi everyone. You're listening to the Happy Market Research podcast. Our guest today is Hunter Thurman, President of Alpha-Diver. Alpha-Diver is a consultancy that leverages neuroscience to help brands target the right consumers and identify the best moments for activation. Prior to starting Alpha-Diver, Hunter served as a consultant at WPP and Global Insights of Strategy and Innovation. Additionally he served over a decade as an innovation strategy mentor at the Brandery. Hunter, welcome to the Happy Market Research podcast.
[00:00:36]
Hunter Thurman: Great, thank you. Great to be here.
[00:00:41]
Jamin Brazil: The Michigan State University's Master of Science in marketing research program delivers the number one ranked insights and analytics degree in three formats. Full time on campus, full time online and part time online. New for 2022. If you can't commit to their full degree program, simply begin with one of their three core certifications. Insights design or insights analysis. In addition to the certification all the courses you complete will build towards your graduation. If you're looking to achieve your full potential check out MSNU's program at B-R-O-A-D. M-S-U. edu/marketing. Again, B-R-O-A-D. M-S-U. edu/marketing. WX is a research operations platform for private panel management, qualitative automation including video audition questions and surveys.
Our guest today is Marbue Brown, founder of “The Customer Obsession Advantage” and author of the “Blueprint for Customer Obsession.”
Prior to starting his own consulting firm, Marbue has served as the Head of Customer Experience at Chase, Global Lead of Customer Experince at Amazon, and Senior Director of Customer Experience Measurement at Microsoft.
Find Marbue Online:
LinkedIn: https://www.linkedin.com/in/marbue-brown-43a8a52/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
This episode is brought to you by Michigan State's Marketing Research program. Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?
Today, the program has tracks for both full-time students and working professionals.
They also provide career support assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State's Marketing Research students have accepted job offers 6 months prior to graduating.
The program has three formats:
The first is a Full-Time 100% Online program taught over 12-months starting in January 2022The second is a Part-Time 100% Online program that is 20-months. This one starts in May 2022 and is specifically designed for working professionals,And of course, they offer a Full-Time 12-month in-person experience that starts in September 2022
All programs include real-world experience and full-time job placement support.
If you are looking to achieve your full potential, check out MSMU's programs at:
broad.msu.edu/marketing
It costs nothing to get more details. Take the time, invest in yourself. You are worth it and your future self will thank you. Class sizes are limited, so please, check it out today.
This episode is brought to you by HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hey, everybody. You are listening to the Happy Market Research Podcast. I'm Jamin Brazil, your host. Our guest today is Marbue Brown, founder of the Customer Obsession Advantage and author of the "Blueprint for Customer Obsession." Prior to starting his own consulting firm, Marbue has served as the head of customer experience at Chase, global lead of customer experience at Amazon, and senior director of customer experience management at Microsoft. Marbue, thank you very much for joining us on the show.
[00:00:36]
Marbue Brown: Jamin, it's a pleasure to be with you and looking forward to having a very stimulating discussion.
[00:00:45]
Jamin Brazil: The Michigan State University's Master of Science in Marketing Research Program delivers the number one ranked insights and analytics degree in three formats. Full time on campus, full time online, and part time online. New for 2022, if you can't commit to their full degree program, simply begin with one of their three course certifications. Insights design or insights analysis. In addition to the certification, all the courses you complete will build towards your graduation. If you're looking to achieve your full potential, check out MSMU's programs at broad.msu.edu/marketing. Again, broad.msu.edu/marketing. HubUX is a research operations platform for private panel management, qualitative automation including video audition question and surveys. For a limited time, user seats are free.
Hi Fam!
You are listening to the happy market research podcast.
Be warned, today's episode is a bit self serving.
In 2019, I co-founded HubUX. A research operation platform for private panel management, DIY recruitment and qualitative automation.
Why?
Because opinions are moving fast AF. In fact, Gen Z defines themself as the generation that adapts to changing trends. Brands don't even have time to create ads that can benefit from trends. By the time these trends hit their radar they are already on the down in favor of something else.
Keeping track of today's consumers is like watching humming birds on crack.
Its a bit fun, but impossible to do for very long.
At the same time, recruiting quality particpants for either qual or quant is getting harder and more time consuming.
HubUX was setup to solve this. How? By recruiting on social meida platforms like TikTok and screening particpants via a robust survey tool that includes video auditions.
Today, about 60% of the projects done on hubux are surveys. These surveys include several video openends. The rest of the projects are automating IDIs and Focus Group workflow.
With the activity on our platform being video data collection our clients have been asking for a way to quickly analyze their video data.
This lead us to a decision: Build a video analytics tool (this is really really hard by the way) or partner with the leader in video analytics, Voxpopme.
I reached out to their leadership.
After a few conversations we quickly came to the conclusion that combining forces would increase the probability that we own the video feedback space.
On October 26th, 2023 we announced the merger of hubux and voxpop.
From my view, the combination of automated research operations and video analytics represent the biggest change in our industry since the invention of surveys in the 1920s, focus groups in 1937, and online surveys in the 1990s.
You all know me and my histroy. I may have done the first online survey for commerical purposes in the 90s while at Macro Consulting. Dispite the fact that my dislexia makes reading a bit challenging, my brain helps me to see patterns in the market. And it is abundantly clear that video will play a major part in every modern brands' insights department.
The following is the recording of the live announcement that was streamed on 20+ platforms with Jenn Voguel, CRO, and Voxpop cofounder and CPO, Andy Barraclough.
Enjoy!
Find Voxpopme Online:
Website: https://site.voxpopme.com/LinkedIn: https://www.linkedin.com/company/voxpopme/?originalSubdomain=uk Press Release: https://site.voxpopme.com/news/industry-leading-qualitative-tech-platform-voxpopme-acquires-research-ops-platform-hubux/
Find HubUX Online:
Website: https://hubux.com/ LinkedIn: https://www.linkedin.com/company/hubuxr/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music: “Clap Along” by Auditionauti: https://audionautix.com
My guest today is Michael Brereton, the Executive in Residence for the Department of Marketing at Michigan State University.
Michigan State University (Michigan State, MSU) is a public land-grant research university in East Lansing, Michigan. It was founded in 1855 as the Agricultural College of the State of Michigan, the first of its kind in the United States.
Prior to joining MSMUR’s program as Executive in Residence, Michael served 27 years at MaritzCX, 11 of which were as the President and CEO. Meritz is a Customer Experience company rebranded as InMonent. Michael stated his career on the client side at General Motors.
Find Michael Online:
LinkedIn: https://www.linkedin.com/in/michael-brereton-a35a7620/ Website: https://broad.msu.edu/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing.
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hey, everybody. I'm Jamin, host of the Happy Market Research Podcast, which you're listening to. Our guest today is Michael Brereton, executive in residence at the Department of Marketing at Michigan State University. Before joining the MSMUR's program as the executive in residence, Michael served for 27 years at MaritzCX, 11 of which were as the president and CEO. Maritz is a customer experience company rebranded as InMoment. Michael started his career on the client side at General Motors. Michael, thanks so much for joining me on the podcast.
[00:00:37]
Michael Brereton: Hi. It's great to be here Jamin, as always.
[00:00:45]
Jamin Brazil: The Michigan State University's Master of Science in Marketing Research program delivers the number-one ranked in science and analytics degree in three formats: full-time on campus, full-time online, and part-time online. New for 2022, if you can't commit to their full degree program, simply begin with one of their three-course certifications: Insights Design or Insights Analysis. In addition to the certification, all the courses you at broad.msu.edu/marketing. Again, broad.msu.edu/marketing. HubUX is a research operations platform for private panel management, qualitative automation, including video audition questions, and surveys. For a limited time, user seats are free. If you'd like to learn more or create your own account, visit hubux.com. So this is part of our series of introduction into market research. This will be one of the chapters in an upcoming book that I'm co-collaborating on with people like yourself, "The Market Research Field Guide". Today we're going to be talking about customer satisfaction, specifically as a discipline inside of market research. What do you see in a modern context as the primary business questions that customer satisfaction is addressing?
[00:02:17]
Michael Brereton: I think where we are evolving to that is ...
My guest today is Emmanuel Probst, the Global Lead of Brand Thought-Leadership & Senior Vice President of Brand Health Tracking at IPSOS, Author, and Professor at UCLA.
Founded in 1975 and headquartered in Paris France, Ipsos is among the largest global market research and consulting firms. Ipsos has over 18,000 employees and serves more than 5,000 brands.
Find Emmanuel Online:
LinkedIn: https://www.linkedin.com/in/emmanuelprobst/ Website: https://www.ipsos.com/en-us
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing.
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hey, everybody. I'm Jamin. You're listening to the Happy Market Research Podcast. My guest today is Emmanuel Probst, the Global Leader of Brand Thought-Leadership and Senior Vice President of brand health tracking at Ipsos. He's also an author and professor at UCLA. Founded in 1975 and headquartered in Paris, France, Ipsos is among the largest global market research and consulting firms. Ipsos has over 18,000 employees and services more than 5,000 brands. Emmanuel, thank you very much for joining me on the Happy Market Research Podcast.
[00:00:36]
Emmanuel Probst: Jamin, thank you for having me on your show. Really appreciate it. Always great connecting with you and your listeners.
[00:00:45]
Jamin Brazil: The Michigan State University's Master of Science in marketing research program delivers the number-one ranked insights and analytics degree in three formats. Full-time on campus, full-time online, and part-time online. New for 2022. If you can't commit to their full degree program, simply begin with one of their three core certifications, insights, design, or insights analysis. In addition to the certification, all the courses you complete will build towards your graduation. If you're looking to achieve your full potential, check out MSN news program at broad. msu. edu/marketing. Again, broad. msu. edu/marketing. HubUX is a research operations platform for private panel management, qualitative automation, including video audition questions and surveys. For a limited time, user seats are free. If you'd like to learn more or create your own account, visit hubux.com. This interview is part of a series on market research basics, and our conversation is going to be focused really on your wheelhouse, which is tracking research. You've done this for decades. It's amazing.
[00:02:08]
Emmanuel Probst: For a number of years, indeed.
[00:02:11]
Jamin Brazil: Number of years. And for some of the world's - actually, the world's largest brands across sectors, which is really interesting. So my first question, and let's provide some context for the listeners. What business questions does tracking research address?
[00:02:26]
My guest today is Kate Ioas, Senior Customer Insights at Abercrombie & Fitch.
The original Abercrombie & Fitch was founded in 1892 in New York City by David T. Abercrombie as an outfitter for the elite outdoorsman. Today Abercrombie & Fitch has over 44,000 employees serving 854 locations.
Prior to joining Abercrombie & Fitch, Kate served in the research function at Disney Parks, Doner, The Martec Group, and Rocket Companies.
Find Kate Online:
LinkedIn: https://www.linkedin.com/in/katherineecaldwell/ Abercrombie & Fitch: https://corporate.abercrombie.com/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing.
HubUX is a research operation platform for private panel management, and qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hi, everyone. You're listening to the Happy Market Research Podcast. I am Jamin Brazil, your host. Our guest today is Kate Ioas, senior customer insights at Abercrombie and Fitch. The original Abercrombie and Fitch was founded in 1892 in New York city by David T. Abercrombie. He was an outfitter for the elite outdoorsman. Today Abercrombie and Fitch has over 44,000 employees serving 854 locations. Prior to joining Abercrombie and Fitch, Kate served in the research function at Disney parks, the MarTech group, and rocket companies. Kate, welcome to the podcast.
[00:00:39]
Kate Ioas: Thank you so much. Really happy to be here.
[00:00:43]
Jamin Brazil: The Michigan State University's Master of Science in marketing research program delivers the number one ranked insights and analytics degree in three formats. Full-time on campus, full-time online and part-time online. New for 2022, if you can't commit to their full degree program, simply begin with one of their three course certifications, insights design, or insights analysis. In addition to the certification, all the courses you complete will build towards your graduation. If you are looking to achieve your full potential, check out MSU's program at broad. msu. edu/marketing, again, broad. msu. edu/marketing. HubUX is a research operations platform for private panel management, qualitative automation, including video audition questions and surveys. For a limited time, user seats are free. If you'd like to learn more or create your own account, visit hubux.com. It's a huge honor to have you here. And as always, I like to provide a little bit of context for our listeners. Let's start with the first question. What did your parents do, and how did that inform what you do today?
[00:01:53]
Kate Ioas: For sure. So kind of interesting. So I'm obviously big in the corporate world and neither of my parents really were. My dad was actually a teacher growing up and he volunteered a lot in our school, as did my mom. Taught us art lessons, were involved in all the school carnivals and after prom and all that.
My guest today is Ashley Le Blanc, Executive Vice President of Little Bird Marketing.
Insights Marketing Day 2022:
Location: Chicago, ILDate: October 6, 2022Tickets: https://events.bizzabo.com/imd-chicago-2022 Website: https://www.insights-marketing.org/
Find Ashley Online:
LinkedIn: https://www.linkedin.com/in/ashleymariahleblanc/ Little Bird Marketing: https://littlebirdmarketing.com/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing.
HubUX is a research operation platform for private panel management, and qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
My guest today is Susan Fader, founder of FaderFocus.Susan has run FaderFocus as a Business Strategist and Transformationalist Catalyst specializing in qualitative methods and strategic consulting.
She helps clients achieve focus and get “unstuck”, reframing their energies, their confirmational biases, and the traditional ways of segmenting their customers.
Find Susan Online:
LinkedIn: https://www.linkedin.com/in/fadersusan/ FaderFocus: https://www.faderfocus.com/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing.
HubUX is a research operation platform for private panel management, and qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hey, everybody. You are listening to the Happy Market Research Podcast. This is a segment that we've been starting, gosh, this is our second installment called Fader's Corner. I just made that up. Susan Fader, founder of FaderFocus. What do you think about the name, Susan?
[00:00:19]
Susan Fader: We'll come up with a better one.
[00:00:26]
Jamin Brazil: Anyway, many of you already know Susan. Susan has run Fader Focus as a business strategist and transformalist catalyst specializing in qualitative methods and strategic consulting, and she's done that for a little while. She helps clients achieve focus and get unstuck reframing their energies, their conformational biases, and the traditional ways of segmenting customers. Susan, thank you for joining me on the Happy Market Research Podcast.
[00:00:58]
Susan Fader: It's wonderful to be here.
[00:01:00]
Jamin Brazil: The Michigan State University's Master of Science in Marketing Research program delivers the number one ranked in science and analytics degree in three formats: full-time on campus, full-time online, and part-time online. New for 2022, if you can't commit to their full degree program, simply begin with one of their three course certifications, insights design or insights analysis. In addition to the certification, all the courses you complete will build towards your graduation. If you're looking to achieve your full potential, check out MSMU's program at broad. msu. edu/marketing. Again, broad. msu. edu/marketing. HubUX is a research operation's platform for private panel management, qualitative automation including video audition questions, and surveys. For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com. So part of every researcher toolbox is customer segmentation. Everybody that listens to this podcast has had some level of exposure and probably is a practitioner of customer segmentation but just to level set, this is the process by which you derive your customer segments. You move the broad audience into individual groupings and those groupings are based on common characteristics, most commonly things like income, gender,
My guest today is George Carey, Founder and CEO of The Family Room.
Founded 29 years ago, The Family Room is a market intelligence company that helps brands connect emotion to brand relevance and growth.
Fifteen years ago, The Family Room launched a global longitudinal tracking with a proprietary framework called Passion Points. This data is used by top brands including Nike, HBO, YouTube, McDonald’s, LEGO, and Disney.
Prior to starting The Family Room, George was a Senior Vice President at Saatchi and Saatchi Advertising.
Find George Online:
LinkedIn: https://www.linkedin.com/in/george-carey-250676/ The Family Room: https://familyroomllc.com/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing.
HubUX is a research operation platform for private panel management, and qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hi everybody, welcome to the podcast. You're listening to the Happy Market Research Podcast. I'm Jamin Brazil, your host. Our guest today is George Carey, founder and CEO of The Family Room. Founded 29 years ago, The Family Room is a market intelligence company that helps brands connect emotion to brand relevance and growth. Fifteen years ago, The Family Room launched a global longitudinal tracker with a proprietary framework called Passion Points. This data is used by top brands including Nike, HBO, YouTube, McDonald's, Lego and Disney. Prior to starting The Family Room, George was a Senior Vice President at Saatchi and Saatchi Advertising. George, welcome to the show.
[00:00:45]
George Carey: Thanks, Jamin. I'm happy to be here.
[00:00:46]
Jamin Brazil: The Michigan State University's Master of Science in Marketing Research program delivers the number one ranked insights and analytics degree in three formats. Full time on campus, full time online and part time online. New for 2022, if you can't commit to their full degree program, simply begin with one of their three core certifications; Insights Design or Insights Analysis. In addition to the certification, all the courses you complete will build towards your graduation. If you're looking to achieve your full potential, check out MSN news program at b-r-o-a-d dot m-s-u dot e-d-u/marketing. Again, b-r-o-a-d dot m-s-u dot e-d-u/marketing.
WX is a research operations platform for private panel management, qualitative automation, including video audition questions and surveys. For a limited time, user seats are free. If you'd like to learn more or create your own account, visit have u-x dot com. It's a huge honor to have you here. I got a fair amount of exposure to Passion Points. I'm excited about talking about that topic but I wanted to provide a little bit of context for our audience. Everybody knows that emotion is really important. In fact, it has never been more important for brands to connect to consumers at an emoti...
My guest today is Daniel Fitzgerald, CEO and President of Apollo Intelligence.
Founded in 2020, Apollo provides access to 2M healthcare stakeholders worldwide — including physicians, patients, caregivers, and allied healthcare professionals — serving the life science insights industry on its mission to accelerate health innovation to improve life.
They support 80 of the top global-100 life science firms, as well as global market research agencies and consultancies, across 14 different countries in the Americas, Europe, and Asia.
Prior to joining Apollo, Dan has been part of the bedrock of the market research industry serving as CEO of InCrowd, Managing Partner of Reimagine, Chief Client and Marketing Officer of Lightspeed, and GM of Global Market Insite.
Find Daniel Online:
LinkedIn: https://www.linkedin.com/in/daniel-s-fitzgerald-024a2926/ Apollo Intelligence: https://apollointelligence.net/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing.
HubUX is a research operation platform for private panel management, and qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hey everybody, you're listening to the Happy Market Research Podcast. This is take two. I'm with Dan Fitzgerald, CEO, and president of Apollo Intelligence. Founded in 2020, Apollo provides access to 2,000,000 healthcare stakeholders worldwide, including physicians, patients, caregivers, and allied healthcare professionals, serving the life science insights industry on its mission to accelerate health innovation to improve all of our lives. They support 80 of the top global 100 life science firms as well as global market research agencies and consultancies across 14 different countries in the Americas, Europe, and Asia. Prior to joining Apollo, Dan has been part of the bedrock of the market research industry, serving as CEO of InCrowd, managing partner at Reimagine, chief client and marketing officer at LIGHTSPEED, and general manager of GMI, Global Market Insight. One of my biggest customers at Decipher. Dan, it is an absolute privilege to have you on the show. Thank you for joining me.
[00:01:10]
Dan Fitzgerald: Hey, Jamin. And it's great to be with you as well.
[00:01:15]
Jamin Brazil: The Michigan State University's Master of Science in marketing and research program delivers the number one ranked insights and analytics degree in three formats. Full time on campus, full time online, and part-time online. New for 2022 if you can't commit to their full degree program, simply begin with one of their three course certifications. Insights design or insights analysis. In addition to the certification, all the courses you complete will build towards your graduation. If you're looking to achieve your full potential, check out MSM U's program at B-R-O-A-D dot MSU dot edu slash marketing. Again,
My guest today is Susan Fader, founder of FaderFocus.Susan Fader is Business Strategist and Transformationalist Catalyst, as well as a sought after Speaker for her original thinking of reframing business challenges and baseline assumptions. She specializes in strategic consulting and qualitative research methods.
She helps clients achieve focus and get “un-stuck,” reframing their energies, their confirmational biases, and the traditional ways of segmenting their customers.
Find Susan Online:
LinkedIn: https://www.linkedin.com/in/fadersusan/ FaderFocus: https://www.faderfocus.com/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing.
HubUX is a research operation platform for private panel management, and qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Welcome you're listening to the happy market research Podcast. I'm Jamie Brazil your host. Today we have a special guest, Susan Fader. Founder of Fader Focus. For the last 34 years Susan has run Fader Focus as a business strategist and transformationalist catalyst specializing in qualitative methods and strategic consulting. She helps clients achieve focus and get in quotation marks unstuck. Reframing their energies, your energies. Also helping them with really addressing the conformational bias that all of us have when we're approaching specific problems or market challenges. One of the things that I found really standoutish about Susan is she applies a no holds barred or no sacred cows view or approach to the problems that her clients are facing or even the market is facing more broadly. And so, with that kind of a framework it really allows someone to come in with a fresh perspective and reframe for us as researchers or as executives, the market what they want and what we can deliver to them. And so with that, Susan, I wanted to welcome you to the Happy Market Research podcast.
[00:01:18]
Susan Fader: Thank you. Very excited to be here.
[00:01:22]
Jamin Brazil: The Michigan State University's Master of Science in marketing research program delivers the number one ranked insights and analytics degree in three formats. Full time on campus, full time online and part time online. New for 2022, if you can't commit to their full degree program, simply begin with one of their three core certifications. Insights design or insights analysis. In addition to the certification all the courses you complete will build towards your graduation. If you're looking to achieve your full potential check out MSNU's program at B-R-O-A-D.M-S-U.E-D-U/marketing. Again, B-R-O-A-D.M-S-U.E-D-U/marketing. HubUX is a research operations platform for private panel management, qualitative automation, including video audition questions and surveys. For a limited time user seats are free. If you'd like to learn more or create your own account visit hubux.com. In April,
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU’s programs at: broad.msu.edu/marketing.
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
This is the second and final post in our series on how generations are viewing the job market and what you can do to ensure you are well prepared for whatever comes.
Background
In our first episode in this series, we talked about the impact of the US economy on the job market. We also looked at how concerned people actually are about being laid off in the next 12-months. But, with every cloud is a silver lining. In this case, that silver lining is for employers who expressed that there will be some major benefits with a more balanced job market.
If didn’t tune into that episode, you can find the link in the show notes:
https://happymr.com/ep-562-intergenerational-views-on-the-job-market/
Today, we will be addressing:
How are generation preparing for changes to the job market? What advice would members of different generations give to the unfortunate souls that are laid off?
Why Do Companies Do Layoffs?
Bad news is bad news. But, understanding the why can help many of us mentally cope with aftermath.
So, you may find it helpful to understand the business rational for layoffs. And, by understanding a bit more about why companies do layoffs you are more likely to recognize when they are coming and be proactive to avoid or even profit from them.
Overall, the 300 people we interviewed were positive about the job market despite the difficulties many companies are and will face because of the recession. There will be a lot of job transition as some companies thrive while others suffer and even go out of business. Here is what a few people said,
https://youtu.be/0Zvdma8OOPM
https://youtube.com/shorts/TaukU8q-puw?feature=share
I can speak to the topic of layoffs with some authority. Having built a company from 0-200 full time employees and having been the CEO of a 400-person firm, layoffs are a normal part of any company’s lifecycle. There are a few reasons for this:
Reason 1: Obsolete Function
Healthy companies are in a perpetual state of improving both profitability and growth. Put simply, they invest in systems, people, and technology that allows them to make more money with less resources.
Here is an example from the warehousing industry: Hiring challenges, workers’ comp, and the promise of more efficient and profitable operations are forcing companies to invest in warehouse automation. Definitionally, automation is designed to replace people. By replacing people companies realize a significant amount of savings over time along with productive improvements.
Reason 2: Improved Profits
Lower wages in other countries are driving companies to move jobs from the US. For many US companies that have 50+ employees doing a sim...
Today I’m joined by Joe Mulvaney, Senior Vice President of NA for Qualitative at Schlesinger Group.
Schlesinger Group is a technology-led data company that delivers a broad range of qualitative and quantitative research solutions to connect human answers to business questions as a single point of access to your worldwide audiences.
Prior to starting joining Schlesinger, Joe founded Quotus, a research operations company. He also served as Senior Vice President of Operations at Ipsos and Sr. Manager - Competitive Intelligence at Procter & Gamble.
Additionally, he is a Mentor and Entrepreneur in Residence at Cedarville University.
Find Joe Online:
LinkedIn: https://www.linkedin.com/in/joe-mulvaney-61583b8/ Schlesinger Group: https://www.schlesingergroup.com/en/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing.
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys. For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hey everybody. This is Jamin. Today, we are joined by Joe Mulvaney. Senior vice president of North America for qualitative at Schlesinger Group. Schlesinger Group, as all of you know, is a technology led data company that delivers a broad range of qualitative and quantitative research solutions to connect human answers to business questions. Prior to joining Schlesinger, Joe founded Quotus, which is a research operations company. He's also served as senior vice president of operations and Ipsos, and senior manager of competitive intelligence at Proctor & Gamble. Additionally, and this one is near and dear to my heart, he is a mentor and entrepreneur residence at Cedarville University. Joe, welcome to the podcast.
[00:00:49]
Joe Mulvaney: Thank you, Jamin. Happy to be here.
[00:00:53]
Jamin Brazil: The Michigan State University's Master of Science in marketing research program, delivers the number one ranked insights and analytics degree in three formats. Full time on campus, full time online, and part time online. New for 2022. If you can't commit to their full degree program, simply begin with one of their three course certifications. Insights design, or insights analysis. In addition to the certification, all the courses you complete will build toward your graduation. If you are looking to achieve your full potential, check out MSU program at broad. msu. edu/marketing. Again, broad. msu. edu/marketing. HubUX is a research operations platform for private panel management, qualitative automation including video addition questions and surveys. For a limited time, user seats are free. If you'd like to learn more or create your own account, visit HubUX.com. It is an honor to have you. I saw your note on LinkedIn or your update on LinkedIn regarding your transition to Schlesinger I want to say about a month ago. I thought that was so interesting. That you as a founder,
Today I’m joined by Daniel Berkal, SVP of Research at The Palmerston Group.
Founded in 2008, The Palmerston Group is a qualitative market research agency.
Prior to joining The Palmerston Group, Daniel served in senior roles at Young & Rubicam, Research International, and Synovate. He is also a professor at Humber College in Toronto Canada.
Daniel has two active TikTok channel. danielberkal and thepalmerstongroup.
Find Daniel Online:
Email: daniel.berkal@thepalmerstongroup.com TikTok: https://www.tiktok.com/@danielberkal TikTok: https://www.tiktok.com/@thepalmerstongroup LinkedIn: https://www.linkedin.com/in/danielberkal/ The Palmerston Group: https://www.thepalmerstongroup.com/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing.
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys. For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:03]
Jamin Brazil: Hey, everybody. Today we are joined by Daniel Berkal. He is the SVP of Research at the Palmerston Group. Founded in 2008, the Palmerston group is a qualitative market research agency. Prior to joining the Palmerston group, Daniel served in senior roles at Young and Rubicon, Research International, and Synovate. He also is a professor at Humber College in Toronto, Canada. Daniel is a huge TikToker, in fact, I believe that he has the number one channel in TikTok for market research purposes. You can find him personally under his first and last name altogether, Daniel Berkal, and you can also find him with the handle The Palmerston Group, and I'll include links to both of those in the show notes. Daniel, welcome to the show.
[00:00:54]
Daniel Berkal: Thank you very much. Thanks for having me. It's a pleasure to talk to you.
[00:01:00]
Jamin Brazil: The Michigan State University's Master of Science in Marketing Research Program delivers the number one ranked insights and analytics degree in three formats. Full time on campus, full-time online, and part-time online. New for 2022, if you can't commit to their full degree program, simply begin with one of their three course certifications. Insights design, or insights analysis. In addition to the certification, all the courses you complete will build towards your graduation. If you're looking to achieve your full potential, check out MSMU's program at BROAD.msu.edu/marketing. Again, broad.msu.edu/marketing. HubUX is a research operations platform for private panel management, qualitative automation, including video audition questions and surveys. For a limited time, user seats are free. If you'd like to learn more or create your own account, visit HubUX.com. So you had jumped in with both feet into TikTok, both from an educational perspective and also as an entertainer. The content that you generate is just fantastic. You post, I think you post daily. It certainly feels like that, from my feed.
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing.
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
This is one of a two-part series on how generations are viewing the job market and what you can do to ensure you are well prepared for whatever comes.
Background
The US job market has enjoyed one the of the longest periods of prosperity despite many economic challenges. However, anxiety about job security is on the rise according to research done by Joblist.com:
“The job market remained relatively stable in Q2 despite growing concerns about the broader health of the economy. Job growth continues to be strong, and the unemployment rate is holding steady at 3.6% – its lowest rate since January 2020. Yet, as consumers and businesses grapple with inflation, rising interest rates, continued supply chain and COVID-19 disruptions, many worry that a recession is around the corner. Although the job market has proven largely resilient up until this point, the future outlook appears increasingly uncertain.”
This was published on July 11th, 2022.
Fastforward 2 weeks. And, on July 28th, 2022 the US Bureau of Economic Analysis reported that the economy contracted for the send straight quarter hitting a widely accepted rule of thumb for a recession.
Given these uncertain times, we did our own research to understand how generations are viewing the job market and how we can survive it. We’ll cover three main points:
How concerned are generations about being laid off in the next 12-months? What game plans do generations have if they are laid off?What advice would members of different generations give to survive a layoff?
This podcast will focus on point 1. We’ll address points 2 and 3 in next week’s episode.
Job Market Outlook
Our survey was conducted using HubUX and included Video Questions instead of text-based open ends. These video open ends along with using Research Defender’s screening API, ensured we were talking to real humans.
Gen Z and Millennials are significantly more concerned that they’ll be laid off in the next 12-months than Gen X and Boomers (those of us over 41 years old).
We asked 300 people, “How concerned are you about being laid off in the next 12-months?”. Gen Z and Millennials stated they are two times more concerned than older generations.
Q7. How concerned are you that you may be laid off in the next 12-months? by Q1. What is your age?
Gen ZMillennialGen XBoomerI am not concerned at all43% 33% 55% 81% I am somewhat concerned30% 40% 32% 8% I am very concerned26% 27% 14% 11%
Key Takeaways:
We then asked our participants a few video questions about their view on the economy and here is what they said. Please note that I choose the videos that had the broadest representation of what was said.
My guest today is Jill Kushner Bishop, Founder & CEO of Multilingual Connections.
Founded in 2005, Multilingual Connections is a professional translation service of documents and websites, foreign language audio transcription, multimedia localization, and interpretation services.
Prior to founding Multilingual Connections, Jill Culture was a Diversity & Language Consultant to Chipotle and started her career as an English and Spanish teacher to elementary school students.
Find Jill Online:
LinkedIn: https://www.linkedin.com/in/jillkbishop/ Website: https://multilingualconnections.com/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing.
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hey everybody, welcome. You are listening to the Happy Market Research Podcast. I'm Jamin Brazil and I'm going to try to get through this intro in this take. Today we are joined by Jill Kushner Bishop, the founder and CEO of Multilingual Connections. Founded in 2005, Multilingual Connections is a professional translation service of documents and websites, foreign language audio transcripts, multi-media localization, and interpretation services. Prior to founding Multilingual Connections, Jill, she was the cultural and diversity and language consultant to Chipotle and started her career as English and Spanish teacher to elementary school students. Jill, welcome to the podcast.
[00:00:43]
Jill Kushner Bishop: Thank you so much. I'm happy to be here.
[00:00:45]
Jamin Brazil: The Michigan State University's Master of Science in Marketing Research Program delivers the number one ranked insights and analytics degree in three formats, full-time on campus, full-time online, and part-time online. New for 2022, if you can't commit to their full degree program, simply begin with one of their three course certifications, insights design or insights analysis. In addition to the certification, all the course you complete will build towards your graduation. If you're looking to achieve your full potential, check out MSU's program at broad.msu.edu/marketing. Again broad.msu.edu/marketing. HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys. For a limited time, user seats are free. If you'd like to learn more or create your own account, visit HubUX.com. Language is really important and I am very thankful for how you started your career and the service you had towards our young people.
[00:02:04]
Jill Kushner Bishop: Thank you. Language has always been such an essential part of who I am and what I do and I was excited to bring language and culture and the understanding of the connection between the two, to all different ages.
[00:02:17]
My guest today is Aryn O'Donnell, Vice President of Corporate Services at Fieldwork.
Find Aryn Online:
LinkedIn: https://www.linkedin.com/in/arynodonnell/ Website: https://www.fieldwork.com/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing.
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hey, everybody. Thanks for tuning in. You're listening to The Happy Market Research Podcast. We are joined today by Aryn O'Donnell, Vice President of Corporate Services at Fieldwork. Many of you know Fieldwork as one of the big three field organizations here in the U. S. I've used them for many years. Aryn, it is an honor to have you on the show. Thank you so much for joining me.
[00:00:26]
Aryn O’Donnell: Well, thank you so much for having me. I love all the guests that you have on here, so it's really an honor to be a name among so many of the wonderful guests that you get to chat with on the show.
[00:00:39]
Jamin Brazil: The Michigan State University's Master of Science in Marketing Research Program delivers the number one ranked insights and analytics degree in three formats, full time on campus, full time online, and part time online. New for 2022, if you can't commit to their full degree program, simply begin with one of their three course certifications, Insights Design, or Insights Analysis. In addition to the certification, all the courses you complete will build towards your graduation. If you're looking to achieve your full potential, check out MSMU's program at broad.MSU.edu/marketing. Again, broad.MSU.edu/marketing. HubUX is a research operations platform for private panel management, qualitative automation, including video audition questions and surveys. For a limited time, user seats are free. If you'd like to learn more or create your own account, visit hubux.com. Yeah. Well, I mean, ironically, I think most of us, if not all, have probably been in a Fieldwork facility. So I'm really curious, you've been there 11 years and I want to talk a lot about that journey. But, before we do, how did you first hear about market research?
[00:02:01]
Aryn O’Donnell: Well, I have to admit, when I took my first job with Fieldwork, I had no idea what market research was. After college, I really had no idea what I wanted to be when I grew up. And just by different connections, I was able to work as a client service specialist in my hometown of Denver with the Fieldwork team. And growing up, there was always an element of market research that I was interested in, but I never knew the vocabulary around it. I really enjoyed learning about people and their motivations and decision-making processes. And once I started working as a client service specialist, I really began to better understand why so many companies use research and insights.
This episode is in collaboration with MRMW Virtual Summit 2022.
Today I’m joined by Sebastian Syperek, Head of CX & UX Research at Kaiser-X Labs.
MRMW Virtual Summit 2022
Website: https://www.mrmwsummit.com/
Find Sebastian Online:
LinkedIn: https://www.linkedin.com/in/sebastian-syperek-57b6aa19/ Website: https://www.kaiser-x.com/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing.
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
Today I’m joined by Chris Hauck, founder of HauckEye. HauckEye is a marketing research consultancy providing insights through deep ethnographic and experiential research.
Erin Sowell, founder of Thoughtful Research. Thoughtful Research helps businesses understand and meet the sustainability, inclusion, and wellness needs of their customers and employees.
Find Erin Online:
LinkedIn: https://www.linkedin.com/in/erinsowell/ Email: erin.sowell@thoughtfulresearch.com Website: https://www.thoughtfulresearch.com/
Find Chris Online:
LinkedIn: https://www.linkedin.com/in/hauckeye/ Email: chris@hauckeye.com Website: https://www.hauckeye.com/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing.
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Today is July 4th, 2022, happy Monday. You're listening to the Happy Market Research Podcast. I'm Jamin Brazil, your host. Support for the Happy Market Research Podcast and the following message comes from Michigan State's Marketing Research Program and HubUX. The Michigan State University's Master of Science in Marketing Research Program delivers the number one ranked insights and analytics degree in three formats. Full-time on campus, full-time online, and part-time online. New for 2022, if you can't commit to their whole degree program, simply begin with one of their three course certifications, Insights Design, or Insights Analysis. In addition to the certification, all the courses you complete will build towards your graduation. If you're looking to achieve your full potential, check out MSMU's program at BROAD.MSU.edu/marketing. Again, BROAD.MSU.edu/marketing. HubUX is a research operations platform for private panel management, qualitative automation, including video audition questions and surveys. For a limited time, user seats are free. If you'd like to learn more or create your own account visit HubUX.com. If you are in the US, Happy Independence Day. I'm going to provide a bit of a history lesson along with some editorial privilege that I'll be taking. Given current events, some of you may find this offensive, so I'm apologizing ahead of time. My intent is to help ensure that we as research professionals can continue to have productive conversations and keep open minds during these highly emotional times. Two hundred and forty-six years ago on July 4, 1776, the Continental Congress formally adopted a declaration of independence. From then on, the Fourth of July became the day that we as Americans celebrate as a birth of American independence. But independence from what exactly? Well, in short taxes without representation, but put more simply taxes without direct benefit. According to Wikipedia, American colonists objected to being taxed by the British Parliament,
My guest today is Rebecca Brooks, Founder, and CEO of Alter Agents.
Founded in 2010, Alter Agents is based in Los Angeles California and is a full-service, strategic market research consultancy reimagining research in an era of shifting decision-making.
Prior to founding Alter Agents, Rebecca has held senior roles at top market research agencies including Hall & Partners, Dialogue, and Diagnostic Research.
Find Rebecca Online:
LinkedIn: https://www.linkedin.com/in/rebeccalbrooks/ Website: https://alteragents.com/ “Influencing Shopper Decisions” by Rebecca Brooks: https://alteragents.com/book-influencing-shopper-decisions
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing.
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hey everybody. I'm Jamin. You're listening to the Happy Market Research Podcast. My guest today is Rebecca Brooks, founder and CEO of Alter Agents. Founded in 2010, Alter Agents is based in Los Angeles, California and is a full service strategic market research consultancy re-imagining research in an era of shifting decision making. Prior to founding Alter Agents, Rebecca has held senior roles at top market research agencies including Hall and Partners, Dialogue, and Diagnostic Research. Rebecca, welcome to the show.
[00:00:35]
Rebecca Brooks: Thanks, Jamin. Happy to be here.
[00:00:40]
Jamin Brazil: The Michigan State University's Master of Science in marketing research program delivers the number one ranked insights and analytics degree in three formats. Full time on campus, full time online, and part time online. New for 2022, if you can't commit to their full degree program, simply begin with one of their three course certifications. Insights design or insights analysis. In addition to the certification, all the courses you complete will build towards your graduation. If you're looking to achieve your full potential, check out MSU's program at broad.msu.edu/marketing. Again, broad.msu.edu/marketing. HubUX is a research operations platform for private panel management, qualitative automation including video audition questions, and surveys. For a limited time, user seats are free. If you'd like to learn more or create your own account, visit hubUX.com. I guess, I should say welcome back to the show. You were on pre-COVID.
[00:01:51]
Rebecca Brooks: Was it pre-COVID? No, it was early COVID because-
[00:01:56]
Jamin Brazil: Oh early COVID. That's right.
[00:01:57]
Rebecca Brooks: Yeah. It was like towards the end of- or maybe, the fall of 2020. It was a dark time because we had- I think Trump haven't conceded the election. There were just a lot of things going on. So I think we talked about-
[00:02:13]
Jamin Brazil: You're right. I can't wait- you know what?
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com www.bensound.com"Thong Song" by Sisqo: https://www.youtube.com/watch?v=Oai1V7kaFBk
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU’s programs at: broad.msu.edu/marketing.
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
You’re listening to the Happy Market Research podcast. I’m Jamin Brazil, your host.
Support for the Happy Market Research Podcast and the following message comes from Michigan State's Marketing Research Program & HubUX.
This is episode 556. And, 20 years ago today, according to Alexa, Thong Song by Sisqo was the number one song in the US.
Enjoy!
Alright, let’s make this a kick ass day!
Management Tips for Gen Z (Part Two)
This is the second installment of a 2-part series on the topic of “Tips For Managing Your Gen Z Employees”.
In May 2022, Chris Hauck, founder of HauckEye and Erin Sowell, founder of Thoughtful Research gave a talk at QRCA’s annual event in San Diego titled: “Connecting Generations”. Their work analyzed how each generation views both itself and other generations.
You can find links to both of their profiles at the end of this blog post. I know both of them would love the opportunity to engage with you about their research on generational differences.
How Gen Z Views Themselves
According to Chris and Erin’s report, Gen Z views themselves as:
Tech savvyOpen mindedCreativeFast learnersDetail oriented
How Other Generations View Gen Z
All generations see Gen Z as Tech Savvy. However, there are some negative views held by older generations when describing Gen Zers including…
EntitledLazy NeedyMoves too fastNarcissistic
While all of us have struggled with scrutiny from older generations, things are different today. We are in the tightest labor market in the last 30 years. This tight labor market means companies are having to cator more and more to employees wants, needs, and even desired. Simply put, if your first job was in the 80s, 90s or early 2000s, you probably had to do a lot of adapting to your work environment.
For me, Gen X had to conform to the value system of Boomers. The outcomes where on work life balance. In fact, Gen X had to get approval for doctor appointments during the workday.
My first job was in the mid 90s. We were required to get approval for even a 30-minute dentist appointment. And, if you were out of the office for any length of time, the minimum PTO cost was half a day.
Not only were corporate policies prioritizing time at work, Boomers and Gen Xers saw working long hours as a badge of honor. In fact, employees would expect social shaming by peers and managers alike if you had several doctor visits in a month.
The advice I was given by my dad was, “If you want to be the best employee, be the first in and last out every day.”
Compare that to this TikTok of a Gen Zer explaining to their...
Today I’m joined by Rob Volpe: Author, Speaker, CEO, Chief Catalyst, and Empathy Activist at Ignite 360.
Ignite 360 is a consumer data-driven insights and strategy company based in San Francisco.
Their work has three primary goals:
Elevate your thinking. Expand empathy. Explore through intuition.
They work with the world's leading brands including Pepsi, Wells Fargo, Microsoft, and Whole Foods.
Find Rob Online:
LinkedIn: https://www.linkedin.com/in/rmvolpe/ Company: https://www.ignite-360.com/ Book: https://www.ignite-360.com/book#tellmemoreaboutthat
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
References:
Sell me this pen - Wolf Of Wallstreet: https://www.youtube.com/watch?v=9UspZGJ-TrI
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing.
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hey, everybody. This is Jamin. I am joined today by Rob Volpe, author, speaker, CEO, Chief Catalyst, and empathy activist at Ignite 360. Ignite 360 is a consumer data-driven insights and strategy company based out of San Francisco. Their work has three primary goals: elevate your thinking, expand empathy, and explore through intuition. They work with the world's leading brands including Pepsi, Wells Fargo, Microsoft, and Whole Foods. Rob, welcome to the show.
[00:00:34]
Rob Volpe: Jamin, thank you so much. It's so great to be here.
[00:00:39]
Jamin Brazil: The Michigan State University's Master of Science in Marketing Research program delivers the number one ranked insights and analytics degree in three formats. Full time on campus, full-time online, and part-time online. New for 2022, if you can't commit to their full degree program, simply begin with one of their three core certifications, insights design or insights analysis. In addition to the certification, all the courses you complete will build towards your graduation. If you're looking to achieve your full potential, check out MSU's new program at B-R-O-A-D.msu.edu/marketing. Again, B-R-O-A-D.msu.edu/marketing. HubUX is a research operations platform for private panel management, qualitative automation, including video audition questions and surveys. For a limited time, user seats are free. If you'd like to learn more or create your own account, visit hubux.com. It's such an honor to have you. Let's start with some context. Tell us a little bit about your parents and what they did to inform what you do today.
[00:01:55]
Rob Volpe: So my parents, Mike and Margaret. When I was growing up, my dad was in sales all of my life, and my mom was a homemaker until I was in junior high/high school. She went back to school, got her MBA, and then she started working in the military for the Navy, ultimately building or working on the design and build-out of a new class of submarine to which she obviously had some- I...
This episode is in collaboration with MRMW North America 2022.
Today I’m joined by Vera Chien, Executive Director of Global Research, Insights, & Analytics at Warner Media.
Warner Brothers Discovery was founded nearly 100 years ago. Annual revenues are estimated at $36B with 26,000 employees globally. Some of their brands include Adult Swim, AT&T, Boomerang, Cartoon Network, CNN, HBO, and Hanna-Barbera to name just a few.
Prior to joining Warner Media, Vera served as a senior insights leader at Mattel, Del Monte, and Microsoft.
MRMW North America 2022:
Website: https://na.mrmw.net/Date: June 15-16, 2022Location: Atlanta, Crowne Plaza Atlanta MidtownTickets: https://na.mrmw.net/#tile_timer
Find Vera Online:
LinkedIn: https://www.linkedin.com/in/vera-chien-a30b0811/ Company: https://www.warnerbros.com/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing.
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]Jamin Brazil: Hey everybody, this is Jamin, you're listening to the Happy Market Research Podcast. I am joined today by Vera Chien, executive director of global research insights and analytics at Warner Media. Actually, name change, Warner Bros. Discovery. Warner Bros. Discovery was founded nearly a 100 years ago, annual revenues are estimated at 36 billion dollars with 26,000 employees globally. Some of their brands include Adult Swim, AT&T, Bloomberg, Cartoon Network, CNN, HBO and my favorite, Hanna-Barbera, just to name a few. Prior to joining Warner Bros. Discovery, it's going to take me a while to get right, Vera served as a senior insights lead at Mattel, Del Monte and Microsoft. This podcast is being done in conjunction with MRMW's North American event in Atlanta on June 15th and 16th. Now every year, MRMW brings together forward thinking clients, innovative agencies and technology disruptors to discuss the latest trends and innovations that are driving our industry forward, that is consumer insights. The theme for this year is inspiration, innovation and insights. As in past years, I will be chairing the entire event and I really hope to see you there. Vera, welcome to the podcast.[00:01:13]Vera Chien: Thanks so much for having me.[00:01:17]Jamin Brazil: The Michigan State University's Master of Science in Marketing Research Program delivers the number one ranked insights and analytics degree in three formats, full-time on campus, full-time online and part-time online. New for 2022, if you can't commit to their full degree program, simply begin with one of their three course certifications, insights design or insights analysis. In addition to the certification, all of the courses you complete will build towards your graduation. If you are looking to achieve your full potential, check out MSMU's program at broad. msu.
This episode is in collaboration with MRMW North America 2022.
Today I’m joined by Vidyotham Reddi, Director of Growth Analytics & Market Intelligence at Mars.
Mars is an American family-owned multinational manufacturer of some of the world's most iconic products including M&M’S®, SNICKERS®, ORBIT®, EXTRA®, and Skittles.
Prior to joining Mars, Vidyotham served as an insights leader at AT&T, Nielsen, and General Mills.
MRMW North America 2022:
Website: https://na.mrmw.net/Date: June 15-16, 2022Location: Atlanta, Crowne Plaza Atlanta MidtownTickets: https://na.mrmw.net/#tile_timer
Find Vidyotham Online:
LinkedIn: https://www.linkedin.com/in/vidyotham-reddi-ph-d-he-him-61458a/ Email: vidyotham.reddi@effem.comCompany: https://www.mars.com/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing.
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hey everybody, I'm Jamin, host of the Happy Market Research Podcast, today we are joined Vidyotham Reddi, director of global analytics and market intelligence at Mars. Mars is an American family owned multinational manufacturer of the some world's most iconic products, also some of my favorites, including M&Ms, Snickers, Orbits, Extra and Skittles. Prior to joining Mars, Vidyotham served as an insights lead at AT&T, Nielsen and General Mills. This podcast is being done in conjunction with MRMW's North American event in Atlanta, which is being held on June 15th and 16th. Every year, MRMW brings together forward thinking clients, innovative agencies and technology disruptors to discuss the latest trends and innovations that are driving our industry forward. The theme of this year's event is inspiration, innovation, and insights. As in past years, I'll be chairing the entire event and I hope to see you there. It would be great to get some face time and maybe even some cocktails. Vidyotham, welcome to the Happy Market Research Podcast.[00:01:02]Vidyotham Reddi: Hey, thanks, thanks Jamin, really appreciate it, glad to be here.[00:01:06]Jamin Brazil: The Michigan State University's Master of Science and Marketing Research Program delivers the number one ranked insights and analytics degree in three formats, full-time on campus, full-time online and part-time online. New for 2022, if you can't commit to their full degree program, simply begin with one of their three course certifications, insights design, or insights analysis. In addition to the certification, all the courses you complete will build towards your graduation. If you are looking to achieve your full potential, check out MSMU's program at broad. msu. edu/marketing. Again, broad. msu. edu/marketing. HubUX is a research operations platform for private panel management, qualitative automation including video audition questions and ...
Today I’m joined by John Dick, Founder and CEO of Civic Science.
Founded in 2007, Civic Science is a consumer intelligence research platform that polls millions of Americans each week covering thousands of topics. Their proprietary InsightStore analyzes the responses so decision-makers can discover the market and cultural trends.
There are a few things that are very interesting about Civic Science that you may not know.
First, they have a “whos who” set of investors including Jeff Wilkie of Amazon, Thomas Tall, founder of Legendary Entertainment, NPD Group, and Marc Cuban.
Second, you will find them referenced daily in nearly every credible news source from the Wall Street Journal to daily blogs.
Find John Online:
LinkedIn: https://www.linkedin.com/in/johndick/ Company: https://civicscience.com/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com “As It Was” by Harry Styles: https://www.youtube.com/watch?v=H5v3kku4y6Q
References:
Millennials at work by PWC: https://www.shrm.org/hr-today/news/hr-magazine/documents/millennials-at-work.pdfThe Science Behind Social Media's Hold on Our Mental Health BY BRITTNEY MCNAMARA: https://www.teenvogue.com/story/the-science-behind-social-medias-hold-on-our-mental-health
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
Today is May 9th, 2022. Happy Monday!
You’re listening to the Happy Market Research podcast. I’m Jamin Brazil, your host.
Support for the Happy Market Research Podcast and the following message comes from Michigan State's Marketing Research Program & HubUX.
This is episode 552. And, today, according to Spotify, Harry Styles’ “As It Was” is the number one song in the US.
I love how the music review site, pitchfork.com put it, “If Styles’ last record was about having sex and feeling sad, “As It Was” seems to be about having sex, feeling sad, then getting over it.”
Alright, let’s make this a kick ass day!
Today I’m going to cover the topic of managing employees, specifically Gen Z. This is the first of a two part series on the topic.
To start, let me be honest with you…I’m not perfect and am still figuring this out. So, feedback is welcome and appreciated!
Let’s start with a sclesious statement. If you are a Gen Xer, that is 42 to 57 years old, then you recall the disruption to the hiring, training and engaging of Millennials as they entered the workforce.
A whitepaper published in Novermber 2011 by PWC said, “The millennial generation, now entering employment, will reshape the world of work.”
And they did.
The risk management group Thomas McGee said, “As young professionals, they look for processes, documentation, and recruitment language as evidence of a commitment to workplace safety.”
One great example is how UPS adopted VR for driver safety trainin...
IIEX 2022 North America Conference: https://events.greenbook.org/iiex-north-america
Find Sean Online:
Sean Mulkerron, Vice President of Client Development at Engine LinkedIn: https://www.linkedin.com/in/seanmulkerron/ Company: https://www.enginegroup.com/us/ Email: sean.mulkerron@enginegroup.comPhone: 617-851-8479
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
IIEX 2022 North America Conference: https://events.greenbook.org/iiex-north-america
Find Jess Online:
Jess Gaedeke, CRO at GutCheckLinkedIn: https://www.linkedin.com/in/jgaedeke/Company: https://www.gutcheckit.com/ Email: jessica.gaedeke@gutcheckit.com
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
IIEX 2022 North America Conference: https://events.greenbook.org/iiex-north-america
Find Harrigan Online:
Harrigan Davenport, Marketing Manager at Conjoint.lyLinkedIn: https://www.linkedin.com/in/harrigan-davenport/ Company: https://conjointly.com/ Email: harrigan.davenport@conjointly.com
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
IIEX 2022 North America Conference: https://events.greenbook.org/iiex-north-america
Find Belinda Online:
Belinda Brown, Director Of Marketing And Business Development at Gazelle GlobalLinkedIn: https://www.linkedin.com/in/belinda-s-brown/ Company: https://www.gazelleglobal.com/ Email: bbrown@gazelleglobal.com
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
IIEX 2022 North America Conference: https://events.greenbook.org/iiex-north-america
Find Julie Online:
Julie Kurd, Vice President of Sales & Revenue at Chadwick Martin Bailey (CMB)LinkedIn: https://www.linkedin.com/in/juliekurd/ Company: https://www.cmbinfo.com/ Email: jkurd@cmbinfo.com
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
IIEX 2022 North America Conference: https://events.greenbook.org/iiex-north-america
Find Brandon Online:
Brandon Beeken, Managing Director, U.S. Market at Stravito LinkedIn: https://www.linkedin.com/in/brandonbeeken/ Company: https://www.stravito.com/ Email: brandon@stravito.com
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
IIEX 2022 North America Conference: https://events.greenbook.org/iiex-north-america
Find Simon Online:
Simon Wyld, SVP at Sentient Decision ScienceLinkedIn: https://www.linkedin.com/in/simon-wyld-a550552/ Company: https://www.sentientdecisionscience.com/ Email: swlyd@sentientdecisionscience.com
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
IIEX 2022 North America Conference: https://events.greenbook.org/iiex-north-america
Find Lindsay Online:
Lindsay Porter, Director of Research Services and Business Development at RecollectiveLinkedIn: https://www.linkedin.com/in/porterlindsay/ Company: https://recollective.com/ Email: lporter@recollective.com
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
IIEX 2022 North America Conference: https://events.greenbook.org/iiex-north-america
Find Cara Online:
Cara Balcom, Global Events Manager at GreenbookLinkedIn: https://www.linkedin.com/in/cara-balcom-b80739139/ Company: https://www.greenbook.org/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
IIEX 2022 North America Conference: https://events.greenbook.org/iiex-north-america
Find Vignesh Online:
Vignesh Krishnan, Founder and CEO at Research DefenderLinkedIn: https://www.linkedin.com/in/vignesh-krishnan-08846aa/ Company: https://researchdefender.com/ Email: vkrishnan@researchdefender.com
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
IIEX 2022 North America Conference: https://events.greenbook.org/iiex-north-america
Find Ryan Online:
Ryan Manougian, Senior Vice President of Sales at Bloomfire LinkedIn: https://www.linkedin.com/in/ryanmanougian/ Company: https://bloomfire.com/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
IIEX 2022 North America Conference: https://events.greenbook.org/iiex-north-america
Find Ray Online:
Ray Fischer, CEO & Founding Partner at Aha! Insights Technology LinkedIn: https://www.linkedin.com/in/raymondjfischer3/ Company: https://ahaonlineresearch.com/ Email: rayf@aharesearch.com
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
IIEX 2022 North America Conference: https://events.greenbook.org/iiex-north-america
Find Paul Online:
Paul Gaudette, CEO & Co-Founder at Dig InsightsLinkedIn: https://www.linkedin.com/in/paulgaudette-dig/ Company: https://diginsights.com/ Email: paul@diginsights.com
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
IIEX 2022 North America Conference: https://events.greenbook.org/iiex-north-america
Find Kristen Online:
Kristen Mattheessen, Customer Success Manager at Suzy LinkedIn: https://www.linkedin.com/in/kristen-mattheessen/ Company: https://suzy.com/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
IIEX 2022 North America Conference: https://events.greenbook.org/iiex-north-america
Find Todd Online:
Todd Trautz, Chief Innovation & Solutions Officer at Maru LinkedIn: https://www.linkedin.com/in/todd-trautz-31720529/ Company: https://www.marugroup.net/ Email: todd.trautz@marumatchbox.com
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
IIEX 2022 North America Conference: https://events.greenbook.org/iiex-north-america
Find Anders Online:
Anders Bengtsson, Founder and Chairman at ProtobrandLinkedIn: https://www.linkedin.com/in/andersbengtsson/ Company: https://protobrand.com/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
IIEX 2022 North America Conference: https://events.greenbook.org/iiex-north-america
Find Rick Online:
Rick Kelly, Chief Product Officer at Fuel CycleLinkedIn: https://www.linkedin.com/in/rhkelly/ Company: https://www.fuelcycle.com/ Email: rkelly@fuelcycle.com
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
IIEX 2022 North America Conference: https://events.greenbook.org/iiex-north-america
Find TIm Online:
Tim Lawton, Co-founder at SightXLinkedIn: https://www.linkedin.com/in/timothylawton/ Company: https://sightx.io/ Email: tim@sightx.io
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
IIEX 2022 North America Conference: https://events.greenbook.org/iiex-north-america
Find Curtis Online:
Curtis Damour, Account Director at DynataLinkedIn: https://www.linkedin.com/in/curtis-damour-81756731/ Company: https://www.dynata.com/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
IIEX 2022 North America Conference: https://events.greenbook.org/iiex-north-america
Find Jennifer Online:
Jennifer Reid, President and Chief Methodologist at Rival TechnologiesLinkedIn: https://www.linkedin.com/in/jennifer-reid-8022333/ Company: https://www.rivaltech.com/ Email: jennifer@rivaltech.com
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
Guest episodes will be released starting Monday, May 2 to Thursday, May 5.
IIEX 2022 North America Conference: https://events.greenbook.org/iiex-north-america
Guest Episodes Released Thursday, May 5:
Belinda Brown, Director Of Marketing And Business Development at Gazelle GlobalLinkedIn: https://www.linkedin.com/in/belinda-s-brown/ Company: https://www.gazelleglobal.com/ Email: bbrown@gazelleglobal.com Happy MR Episode: https://happymr.com/2022-iiex-belinda-brownHarrigan Davenport, Marketing Manager at Conjoint.lyLinkedIn: https://www.linkedin.com/in/harrigan-davenport/ Company: https://conjointly.com/ Email: harrigan.davenport@conjointly.com Happy MR Episode: https://happymr.com/2022-iiex-harrigan-davenport Jess Gaedeke, CRO at GutCheckLinkedIn: https://www.linkedin.com/in/jgaedeke/Company: https://www.gutcheckit.com/ Email: jessica.gaedeke@gutcheckit.com Happy MR Episode: https://happymr.com/2022-iiex-jessica-gaedeke Sean Mulkerron, Vice President of Client Development at Engine LinkedIn: https://www.linkedin.com/in/seanmulkerron/ Company: https://www.enginegroup.com/us/ Email: sean.mulkerron@enginegroup.comPhone: 617-851-8479Happy MR Episode: https://happymr.com/2022-iiex-sean-mulkerron
Guest Episodes Released Wednesday, May 4:
Ryan Manougian, Senior Vice President of Sales at Bloomfire LinkedIn: https://www.linkedin.com/in/ryanmanougian/ Company: https://bloomfire.com/ Happy MR Episode: https://happymr.com/2022-iiex-ryan-manougian Vignesh Krishnan, Founder and CEO at Research DefenderLinkedIn: https://www.linkedin.com/in/vignesh-krishnan-08846aa/ Company: https://researchdefender.com/ Email: vkrishnan@researchdefender.comHappy MR Episode: https://happymr.com/2022-iiex-vignesh-krishnan Cara Balcom, Global Events Manager at GreenbookLinkedIn: https://www.linkedin.com/in/cara-balcom-b80739139/ Company: https://www.greenbook.org/ Happy MR Episode: https://happymr.com/2022-iiex-cara-balcom Lindsay Porter, Director of Research Services and Business Development at RecollectiveLinkedIn: https://www.linkedin.com/in/porterlindsay/ Company: https://recollective.com/ Email: lporter@recollective.comHappy MR Episode: https://happymr.com/2022-iiex-lindsay-porterSimon Wyld, SVP at Sentient Decision ScienceLinkedIn: https://www.linkedin.com/in/simon-wyld-a550552/ Company: https://www.sentientdecisionscience.com/ Email: swlyd@sentientdecisionscience.comHappy MR Episode: https://happymr.com/2022-iiex-simon-wyld Brandon Beeken, Managing Director, U.S. Market at Stravito LinkedIn: https://www.linkedin.com/in/brandonbeeken/ Company: https://www.stravito.com/ Email: brandon@stravito.com Happy MR Episode: https://happymr.com/2022-iiex-brandon-beeken
Guest Episodes Released Tuesday, May 3:
Kristen Mattheessen, Customer Success Manager at Suzy LinkedIn: https://www.linkedin.com/in/kristen-mattheessen/ Company: https://suzy.com/ Happy MR Episode: https://happymr.com/2022-iiex-kristen-mattheessen Paul Gaudette, CEO & Co-Founder at Dig InsightsLinkedIn: https://www.linkedin.com/in/paulgaudette-dig/ Company: https://diginsights.com/ Email: paul@diginsights.comHappy MR Episode: https://happymr.com/2022-iiex-paul-gaudett Ray Fischer, CEO & Founding Partner at Aha! Insights Technology LinkedIn: https://www.linkedin.com/in/raymondjfischer3/ Company: https://ahaonlineresearch.com/ Email: rayf@aharesearch.comHappy MR Episode: https://happymr.com/2022-iiex-ray-fischer
Guest Episodes Released Monday, May 2:
Jennifer Reid, President and Chief Methodologist at Rival TechnologiesLinkedIn: https://www.linkedin.com/in/jennifer-reid-8022333/ Company: https://www.rivaltech.com/ Email: jennifer@rivaltech.com Happy MR Episode: https://happymr.com/2022-iiex-jennifer-reid Curtis Damour, Account Director at DynataLinkedIn: https://www.linkedin.com/in/curtis-damour-81756731/ Company: https://www.dynata.com/ Happy MR Episode: https://happymr.com/2022-iiex-curtis-damour Tim Lawton,
This episode is in collaboration with Greenbook.
Greenbook
Greenbook: https://www.greenbook.org/ GreenBook Podcast: https://www.greenbook.org/mr/podcasts/
Guests:
Lenny Murphy, Executive Editor & Producer at GreenBookLinkedIn: https://www.linkedin.com/in/leonardfmurphy Website: https://www.greenbook.org/mr/podcasts/ Benjamin Humphrey, Founder and CEO of DovetailLinkedIn: https://www.linkedin.com/in/humphreybc/ Website: https://dovetailapp.com/
Additional Links:
Dovetail Raise: https://techcrunch.com/2022/01/19/dovetail-raises-63m-to-grow-its-researcher-focused-software-business/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com Maria Maria Santana featuring The Product G&B
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
Find Vidyotham Online:
LinkedIn: https://www.linkedin.com/in/vidyotham-reddi-ph-d-he-him-61458a/ Email: vidyotham.reddi@effem.com
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com “I Love Rock 'N Roll” by Joan Jett: https://youtu.be/wMsazR6Tnf8 Gibbs SR - First Television Advert 1955: https://youtu.be/Eeu3U0nqcpE
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hey everybody, welcome to the Happy Market Research Podcast. We are live on the conference call floor, at Insights Associations, and I have a very special guest. Mars, Inc. is the name of the company. Vidyotham Reddi is his name, and he was a guest speaker here today.
[00:00:20]
Vidyotham Reddi: Yeah, I was, and thank you for having me. And, I didn't ask you how I say your name, Jamin, Jammin?
[00:00:26]
Jamin Brazil: Jamin, you nailed it.
[00:00:27]
Vidyotham Reddi: Jamin, all right.
[00:00:27]
Jamin Brazil: I wish it was Jammin, everybody's always disappointed when they meet me in person, because they always expect me to be like a six-foot Rastafarian. Jamin Brazil. But it just never pans out that way. Anyway. So tell us about your talk.
[00:00:39]
Vidyotham Reddi: So I came to the Insights Association to present my work at Mars, Inc., where we basically are leveraging an A/B testing ecosystem that we developed. So it's a digital A/B testing ecosystem that we built working with the Mars Wrigley China business and partners in China, like Tencent and Alibaba Group. And what we do is we evaluate copy content effectiveness. And we can do it in a way that it's on-demand, it's scalable, it's repeatable, and that covers 80% of our impressions.
[00:01:14]
Jamin Brazil: Wow, that's huge. So is, you said A/B testing, is that like in-market testing then?
[00:01:20]
Vidyotham Reddi: Yeah, so what we do is we leverage Alibaba's platform to deploy content, versions of content if you may, based on our consumer work. And then, depending on how the heat is, in terms of which version of the content is really converting to more purchases, we can make a determination of which direction to go. So it's very much in-market, but it's not market at scale, so it's not like deployed national TV, if you may, or it's not stocked on shelf, it's not in-market in that sense of the term.
[00:01:48]
Jamin Brazil: Got it, it's digital.
[00:01:49]
Vidyotham Reddi: But it's very live, real consumer tested work.
[00:01:52]
Jamin Brazil: That's so interesting. And that's a material investment both in terms of time and treasure by Mars, Inc.
[00:01:58]
Vidyotham Reddi: Yeah, it is actually, and I think the investment, if you may, is I think I reap the benefits of Mars's work that preceded me, right? So when you think about Mars, great company,
Find Thor Online:
LinkedIn: https://www.linkedin.com/in/thorolof/ Email: thor@stravito.com
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com “I Love Rock 'N Roll” by Joan Jett: https://youtu.be/wMsazR6Tnf8 Gibbs SR - First Television Advert 1955: https://youtu.be/Eeu3U0nqcpE
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hey everybody. We are live at the Insights Association. You're listening to the Happy Market Research podcast. I am joined by Thor Philogene. He is with Stravito. Did I say it correctly?
[00:00:16]
Thor Olof Philogene: Stravito.
[00:00:17]
Jamin Brazil: Stravito? Apologies.
[00:00:17]
Thor Olof Philogene: Yes.
[00:00:18]
Jamin Brazil: I should have asked that at the beginning. So Thor, coolest name ever. You don't have a hammer.
[00:00:24]
Thor Olof Philogene: No, not with me.
[00:00:26]
Jamin Brazil: Tell me a little bit about the business?
[00:00:28]
Thor Olof Philogene: Sure. So Stravito was founded in Sweden in 2017. And we're very entrepreneurs really that have backgrounds both in technology and market research. Two of my co-founders started Norm which is a shopper research agency currently owned by Ipsos. And now we have presence in Europe and North America, and we're approaching 70 employees. We have 25 nationalities on the team.
[00:00:51]
Jamin Brazil: A lot of diversity.
[00:00:52]
Thor Olof Philogene: A lot of diversity. And what we've built is a product that is an AI powered enterprise insights platform that allows employees at global organizations, fortune 500 fortune five, 2000 to search and discover consumer insights in seconds.
[00:01:08]
Jamin Brazil: So it's fast?
[00:01:10]
Thor Olof Philogene: It's really fast.
[00:01:12]
Jamin Brazil: That makes a lot of sense. So you are focused primarily in user experience is that correct?
[00:01:18]
Thor Olof Philogene: We believe that at the end of the day the product needs to adapt to the human being that's using it. So the user experience is really our way of understanding that in order for the software to be successful, it truly needs to fit the way how people think, and user experience is part of it. Yes.
[00:01:36]
Jamin Brazil: So are most of your, who is your ideal customer in that framework?
[00:01:39]
Thor Olof Philogene: I think our ideal customers are generally global organizations that will be say in the Forbes global 2000. To mention a few customers of ours, we work with Comcast, we work with Electrolux, Carlsberg and McDonald's.
[00:01:55]
Jamin Brazil: Inside of those organizations though, who's the buyer?
[00:02:00]
Thor Olof Philogene: So that's a really good question. So typically the buyer will be the persons or the people heading up the consum...
Find Pam Online:
LinkedIn: https://www.linkedin.com/in/pamelabracken/ Email: pam.bracken@georgiacenter.uga.du
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com “I Love Rock 'N Roll” by Joan Jett: https://youtu.be/wMsazR6Tnf8 Gibbs SR - First Television Advert 1955: https://youtu.be/Eeu3U0nqcpE
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: I am joined by Pam Bracken, University of Georgia. Pam, if you've ever been to any industry event, you have seen and met Pam. She has shaken your hand and greeted you with the warmest smile you have ever seen. It's an honor to have you on the show, Pam.
[00:00:18]
Pam Bracken: Thanks for having me, this is fun.
[00:00:19]
Jamin Brazil: Some people might not know about the University of Georgia and their degree in market research. Maybe you could tell us a little bit about it.
[00:00:25]
Pam Bracken: The University of Georgia was one of the first, I think the first to offer a MMR degree, a Masters of Market Research program, and it actually got started I think maybe 30, 35 years ago, and it was because I think corporations recognized a need for that kind of graduate level education, and they were based out of Atlanta, and thought hey, let's work with the University of Georgia. But then in the mid 1990s, research practitioners recognized hey, we hire a lot of great folks, but they may never had a market research or Insights course. How can we develop non-credit professional continuing education for folks that don't want to invest in a graduate degree and so we have another market research program out of the center for continuing education in hotel. So I fall under public service in our reach where the MMR program is under the College of Business.
[00:01:20]
Jamin Brazil: That makes a lot of sense. Who attends?
[00:01:20]
Pam Bracken: Who attends our courses really researchers from all over the world. Typically they might have six to eight years’ experience and now they're ready to maybe move up, move around, and they need to have some resources available to understand other parts of research they might touch. But it could be new folks that are using it as an onboarding tool. I even have folks with a PhD in statistics take the course. They know the stats part, but maybe haven't been exposed to other parts of research, so it's a foundations course helping them to be more knowledgeable about the different parts of research, and they converse with their clients and colleagues about different parts of research.
[00:02:00]
Jamin Brazil: Super interesting. Trends. We're talking about trends, so market research have been through a lot of transition in the last three years. I'm presenting on trends tomorrow. What do you see as a trend in the space?
[00:02:12]
Find John Online:
LinkedIn: https://www.linkedin.com/in/johnferr/ Email: jferreira@finchbrands.com
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com “I Love Rock 'N Roll” by Joan Jett: https://youtu.be/wMsazR6Tnf8 Gibbs SR - First Television Advert 1955: https://youtu.be/Eeu3U0nqcpE
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hey, everybody. We're live at Insights Association in Philadelphia. There we go. I've only said that 100 times, but every time it's like the first time. I am joined by John Ferreira. He is with Finch Brands. Tell us about Finch.
[00:00:21]
John Ferreira: Finch Brands is a brand consultancy, and it's been around for about twenty years working with brands. Everything from startups to Fortune 50 and everything in between. We do work in the areas of Insights brand strategy and design as separate services or fully interconnected, and we can apply those in standalone project consulting in special projects, big projects at big moments, or we bring those same skills sets and combination of services into year-round relationships with clients in the form of Insights communities as well.
[00:00:50]
Jamin Brazil: You have your own technology stack for the Insights team or -
[00:00:54]
John Ferreira: Actually we took a team first approach. So five years ago we grew into the Insights community business by virtue of having repeat clients that just wanted to work with us again and again and again, because our team really understands brands and business and brand of business strategy at a very deep level, and they love the conversations they would have with us. And the more studies that we conducted with them, the deeper we understood their category, and it was like the snowball rolling down the hill. We could add more value, suggest studies, help to push the thinking further. So then the community methodology was one to just have the conversation never end week to week, year-round value-added conversations and as their needs evolve, we're ready to help evolve with them, with the Insights communities to then go and chase the answers with creative research methodology. So that's kind of our approach and our sweet spot. I used to be on the client side myself. I was at Campbell Soup for 11 years and others at Finch were as well. A lot of us have that as a common trait in our background, and we just a better way to build a better mousetrap here. So we actually start with the team, and we get the best third-party technology in the marketplace, combine that to kind of feature proof it and the analogy I like to make is we take race drivers, and we put them in race cars. So many firms are focused on the tech side of things, which makes all the sense in the world and a lot of great innovations happening there.
Find Annie Online:
LinkedIn: https://www.linkedin.com/in/annie-mcdannald-07837816/ Email: annie.mcdannald@civi.com
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com “I Love Rock 'N Roll” by Joan Jett: https://youtu.be/wMsazR6Tnf8 Gibbs SR - First Television Advert 1955: https://youtu.be/Eeu3U0nqcpE
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hey, Happy Market Research Podcast. We are live at Insights Association, day two in-. Where are we? Philadelphia. There we go. Philly. I am joined by Annie McDannald. She's with Civicom. Which many of you have heard of. Mainstay in the organization. How are you doing?
[00:00:22]
Annie McDannald: Doing great. I'm excited to be back with people. It's very refreshing.
[00:00:28]
Jamin Brazil: I know. It's great right. It's great. Tell us about Civicom?
[00:00:33]
Annie McDannald: Civicom is a global provider of online IDIs and focus groups. That's our bread and butter and what we do the most of. We don't do full service research just the platforms technology support. We also have online communities, mobile research, ethnographies and a new offering called CCam for in person streaming and all of that. That's a variety of tools mostly for call research support.
[00:00:56]
Jamin Brazil: You also are working now with Tom?
[00:00:59]
Annie McDannald: Yes. Tom Myers.
[00:01:02]
Jamin Brazil: How long has he been with you? Tom Myers.
[00:01:04]
Annie McDannald: He joined us at the end of last year. One of our fresher faces.
[00:01:05]
Jamin Brazil: If you're in the consumer inside space especially on the qual side and have ever sat in a focus group. You have interacted with Tom at some point in your career?
[00:01:17]
Annie McDannald: Yes. Tom's fantastic. He's been a great addition to the team. Fresh thoughts and insights. It's been fantastic. Yes.
[00:01:24]
Jamin Brazil: Congratulations on a fantastic hire. I talk about trends tomorrow at about nine thirty. Are you going to be around?
[00:01:32]
Annie McDannald: Yes. Most definitely.
[00:01:33]
Jamin Brazil: I hope you'll pop into the presentation.
[00:01:34]
Annie McDannald: Sure. I'd love to.
[00:01:36]
Jamin Brazil: What do you see as a trend in the consumer insight space?
[00:01:39]
Annie McDannald: From where I'm sitting as a technology provider, we have a lot of competition that's surfaced. Throughout the pandemic lots of platforms came out there. We see a lot of trending platforms that are automating processes and allowing researchers to do a lot of things. Hands free, on their own. Kind of independently. We see a lot of that. I don't know if that's a great direction for everything to go in. At Civicom we're very hands on in terms of people and support by peo...
Find Adam Online:
LinkedIn: https://www.linkedin.com/in/adamjolley/ Email: adam.jolley@paradigmsample.com
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com “I Love Rock 'N Roll” by Joan Jett: https://youtu.be/wMsazR6Tnf8 Gibbs SR - First Television Advert 1955: https://youtu.be/Eeu3U0nqcpE
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Live from Insights Association North American Annual Conference. I am joined by the handsome and very comfortable Adam Jolley. Paradigm sample.
[00:00:14]
Adam Jolley: Feels great.
[00:00:15]
Jamin Brazil: Friend. Long time podcaster.
[00:00:20]
Adam Jolley: Yes.
[00:00:22]
Jamin Brazil: Let's talk about the evolution of podcasts.
[00:00:23]
Adam Jolley: I'm in. I'm in.
[00:00:24]
Jamin Brazil: You ready? I'll go ahead and go first. Happy Market Research started about four years ago. The initial format was pretty structured I would say. I was pretty married to my discussion guide. Hard to veer out then it kind of evolved through COVID to be more I'd say inspirational. More human story, tell me about your parents. That kind of thing. This year we've changed it up. We're doing a drop every Monday. Usually the drops are pretty highly curated so I've got like a 1600-word script that I'll write and then it has a point of view. Then I play a 15 to 20 minute long form interview with somebody.
[00:01:11]
Adam Jolley: Right.
[00:01:13]
Jamin Brazil: That's the format for this year. Tell me about your story? How's the evolution going for the podcast?
[00:01:18]
Adam Jolley: I think the biggest evolution is that I think about it- we just walked out. You were on stage. Dina was on stage and you were talking about your brand. How you can change. How you can find different things to be an extension of who you're brand is online. Podcast is a great outlet for that. We change all the time. COVID changed everybody.
[00:01:38]
Jamin Brazil: We have to change.
[00:01:38]
Adam Jolley: Right. Like that I think the podcast always have to change as well. You can feel some personality. I know like with your podcast when I listen to it, yes it's you talking and telling a story, you have the interview. Then there's parts of your personality that's kind of Easter egg out with the music that comes out. Just like the human concept of it. Asking the stories. Asking about somebody's parents. What kind of got them into the industry. To me that is as much as I think if the first time you listen to it, it might seem like you're extending someone else's brand, it's your brand. I think that's the biggest evolution that we're getting now.
[00:02:13]
Jamin Brazil: Interesting.
[00:02:15]
Adam Jolley: There are moments where I'm like, everybody's got a podcast.
Find Vignesh Online:
LinkedIn: https://www.linkedin.com/in/vignesh-krishnan-08846aa/ Email: vkrishnan@researchdefender.com
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com “I Love Rock 'N Roll” by Joan Jett: https://youtu.be/wMsazR6Tnf8 Gibbs SR - First Television Advert 1955: https://youtu.be/Eeu3U0nqcpE
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hey everybody, Happy Market Research podcast. I’m Jamin your host. I am live today with Vignesh Krishnan.
[00:00:10]
Vignesh Krishnan: Yes, you got it.
[00:00:10]
Jamin Brazil: Good. Thank you. Founder and CEO of Research Defender. Love Research Defender. Huge fan and also a customer. Tell us about the business.
[00:00:22]
Vignesh Krishnan: Thanks for having me Jamin as always. It’s been what, number two, number three with you now?
[00:00:26]
Jamin Brazil: A little bit.
[00:00:26]
Vignesh Krishnan: Yeah, everything’s well. I got in this morning to Philadelphia. Work is good. Fortunately or unfortunately there’s a lot of fraud in the ecosystem.
[00:00:37]
Jamin Brazil: Job security for you, right?
[00:00:37]
Vignesh Krishnan: And we try to fight it.
[00:00:39]
Jamin Brazil: Tell us about the business.
[00:00:40]
Vignesh Krishnan: So I founded it in 2018, late 2018 and my background was in working in programmatic sample at a company called Lucid, which is now of course a part of Cint.
[00:00:50]
Jamin Brazil: Yep, $1.1 billion acquisition.
[00:00:53]
Vignesh Krishnan: Yes that number.
[00:00:55]
Jamin Brazil: We all know the story.
[00:00:55]
Vignesh Krishnan: We all know the number. So I was fortunate to get that experience working there. And then as the technology evolved and of course the rest of the ecosystem evolved clearly there was a lot of fraud and our goal, my goal anyway was to help fight it. And then personally I was also in a good spot where I felt that I could go ahead and start a company. So those two things came together and I think behind every company I think there’s a personal and a professional side. And they happened to merge at the right time and that was again late 2018.
[00:01:25]
Jamin Brazil: Congratulations on all your success.
[00:01:27]
Vignesh Krishnan: Thank you.
[00:01:27]
Jamin Brazil: Research Defender is somewhat unique in the space, right?
[00:01:31]
Vignesh Krishnan: Yes.
[00:01:32]
Jamin Brazil: We use it at HubUX.
[00:01:33]
Vignesh Krishnan: Yep.
[00:01:34]
Jamin Brazil: And it’s been material in its impact of improving quality by prescreening potential participants or bad actors at the point of entry of the survey. So you're immediately screening out bad actors. And then also through leveraging NLP with an open-ended question,
Find Jennifer Online:
LinkedIn: https://www.linkedin.com/in/jennifer-mancusi-vogel-3a84981b/ Email: jenn.vogel@voxpopme.com
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com “I Love Rock 'N Roll” by Joan Jett: https://youtu.be/wMsazR6Tnf8 Gibbs SR - First Television Advert 1955: https://youtu.be/Eeu3U0nqcpE
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hello, everybody. Happy Market Research Podcast. I'm Jamin, your host. We are live at the Insights Association's national event in Philly. I am joined by the lovely, Jenn Voxpopme.
[00:00:23]
Jennifer Vogel: Yes, married into the job.
[00:00:26]
Jamin Brazil: The inside joke there. Anyway, sorry, I shouldn't have gone down that road. It's too much explaining. But anyway, we're having a great time in person. How are you doing?
[00:00:34]
Jennifer Vogel: I'm doing great. I am adjusting to being back in the world and easing in. A little wobbly on the bike but figuring out how to ride.
[00:00:44]
Jamin Brazil: You got the natural personality for it, so it's no problem.
[00:00:47]
Jennifer Vogel: Appreciate that.
[00:00:50]
Jamin Brazil: Voxpopme. What's going on? Tell us about Voxpopme.
[00:00:53]
Jennifer Vogel: Voxpopme, we are enabling customer conversations at scale, through unmoderated video surveys. And what that means is, in addition to or alongside a quantitative piece of work, you probably are gonna want some qual, and you're probably gonna want it fast and less expensive than traditional methods would allow. We're enabling our customers to bring that qual more iteratively into their innovation process that are marketing and creative process to really get the customer being part of that decision making from end to end.
[00:01:28]
Jamin Brazil: For the last three years, I've been saying a survey is nothing more than a conversation at scale. And the- really I mean, you think about it- and this is part of my talk on Wednesday, a survey exists only because we have too many customers. If you and I were owned a mom and pop shop, and we had our customers coming in, we knew our employees, we never need to do a survey. But when we open up two or three new locations, now all of a sudden, we can't talk to everybody. So, we've got to do a survey. And so we create this instrument, which is one directional, where we ask questions, and then we get that feedback and we make actions against it. But it's just a shitty way of doing it because nobody talks in survey speak. The way that we frame our questions, it's a model, it's a one-way direction. It's not a conversation.
[00:02:11]
Jennifer Vogel: Sure.
[00:02:12]
Jamin Brazil: And that's the power of video, is we're able to actually ingest the real consumers voice.
Find Roni Online:
LinkedIn: https://www.linkedin.com/in/ronidasgupta/ Email: roni.dasgupta@atlasprimary.io
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com “I Love Rock 'N Roll” by Joan Jett: https://youtu.be/wMsazR6Tnf8 Gibbs SR - First Television Advert 1955: https://youtu.be/Eeu3U0nqcpE
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hey everybody. Happy Market Research podcast. We are live on the exhibit floor at insights Association's North America event. I have a special guest for you right now. Roni DasGupta, CEO of Atlas Primary.
[00:00:19]
Roni DasGupta: Yes.
[00:00:19]
Jamin Brazil: Did I say it right? Atlas Primary?
[00:00:19]
Roni DasGupta: Yes, you did. Atlas Primary.
[00:00:19]
Jamin Brazil: Tell me about the business.
[00:00:22]
Roni DasGupta: Yeah. So it's healthcare data collection company. And I've been doing healthcare data collection for probably over 17 years and market research for 25 years.
[00:00:40]
Jamin Brazil: You and I are old.
[00:00:41]
Roni DasGupta: We are old in market research.
[00:00:43]
Jamin Brazil: The difference is, you don't look it, I do.
[00:00:44]
Roni DasGupta: I started when I was 17. I was a telephone girl.
[00:00:48]
Jamin Brazil: OK, so I am a lot older than you. I started later.
[00:00:51]
Roni DasGupta: Yeah. So yeah, we do data collection with patients with all types of health care professionals and physicians, especially in the US, and all over the world.
[00:01:04]
Jamin Brazil: Got it. Who's your ideal customer?
[00:01:06]
Roni DasGupta: Ideal customers. We work with 95%, like market research consulting companies got it. We also work with directly with Big Pharma and indirectly with Big Pharma and manufacturers, as well. But it's mainly market research consultancies, or just regular consulting companies.
[00:01:22]
Jamin Brazil: Totally understood. Are you-? So you started you started the business?
[00:01:26]
Roni DasGupta: I started the business. Yeah, I had experience at two big companies before this, and, you know, spearheading their health care divisions at quite a young age. And, you know, after nine years at my previous company, I decided it was time for me to, to do this on my own.
[00:01:45]
Jamin Brazil: Let's talk about trends. Yeah, I mean, healthcare has gotten more and more complex, yes, right, data handling requirements, etc., etc. Sort of, like framework of just overall data handling and privacy. But like, if you pull back at a macro level, for consumer insights, what do you see as a trend?
[00:02:06]
Roni DasGupta: For as far as data privacy?
[00:02:08]
Jamin Brazil: Well, it doesn't have to be data privacy, I'm just saying like,
Find Erin Online:
LinkedIn: https://www.linkedin.com/in/erinottawa/ Email: erin.kelly@advancedsymbolics.com
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com “I Love Rock 'N Roll” by Joan Jett: https://youtu.be/wMsazR6Tnf8 Gibbs SR - First Television Advert 1955: https://youtu.be/Eeu3U0nqcpE
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hey everybody. I am live at the Insights Association's national event. We're on the exhibit floor. I'm sitting right now with Erin Kelly. She's the CEO of Advanced Symbolics. Erin, how are you?
[00:00:15]
Erin Kelly: I'm great. Thank you.
[00:00:16]
Jamin Brazil: Pretty excited to be back in person for me. But I understand you're an old hat at being in person.
[00:00:20]
Erin Kelly: I'm an old hat. I was ready to be back in person a while back. So I actually, January 2nd at the height of Omicron, I went to Vegas, the CES show 10,000 people. We had a booth there. I went to the Cirque du Soleil. I went to restaurants and then five days later I went to New York, rode the subway. So yeah and came back unscathed from both events. And so I'm looking at, this is like three is a charm. But I am very happy that we are having an in-person event. I'm definitely Zoomed out. I can't stand the idea of doing another virtual conference.
[00:00:52]
Jamin Brazil: 100 percent no more virtual please. Over virtual. Tell me about Advanced Symbolics?
[00:00:57]
Erin Kelly: Sure. So our big innovation if you will is we have found a way to create randomized controlled samples, the gold standard in market research, the randomized controlled sample on social media. So this took ten years to develop. It gives you a full randomized controlled sample of any platform. So Twitter, Facebook, Reddit what have you. We're platform agnostic. Randomized controlled sample the population. Huge sample sizes like 300,000 people perfectly balanced to match the stationary distribution of the population you're trying to measure. And it gives you full audience insight. So if we're looking at the trucker protests in Ottawa, we can tell you what the truckers thought, what moms with young kids thought, what people who lived downtown thought, what people who lived in the suburbs thought. What the police thought, what the politicians thought. So that's the big innovation. And because we have these huge sample sizes, we can also do really good predictive analytics. So for example in the last Canadian election in 2019, we're a Canadian company. We got the seat count down to two seats. So the, we said the liberals would win 155 seats and they won 157 when no other pollster could call it. And in fact a documentary film crew followed us during that election. And Polly is the name of our AI,
Guest Episodes:
Erin Kelly, President and CEO of Advanced Symbolics Inc (ASI)LinkedIn: https://www.linkedin.com/in/erinottawa/ Email: erin.kelly@advancedsymbolics.comHappy MR Episode: https://happymr.com/ia-conference-erin-kelly Roni DasGupta, CEO of Atlas Primary LinkedIn: https://www.linkedin.com/in/ronidasgupta/ Email: roni.dasgupta@atlasprimary.io Happy MR Episode: https://happymr.com/ia-conference-roni-dasgupta Jennifer Vogel, Senior Vice President of Marketing at Voxpopme LinkedIn: https://www.linkedin.com/in/jennifer-mancusi-vogel-3a84981b/ Email: jenn.vogel@voxpopme.com Happy MR Episode: https://happymr.com/ia-conference-jennifer-vogel Vignesh Krishnan, Founder and CEO of Research DefenderLinkedIn: https://www.linkedin.com/in/vignesh-krishnan-08846aa/ Email: vkrishnan@researchdefender.com Happy MR Episode: https://happymr.com/ia-conference-vignesh-krishnan Adam Jolley, EVP + General Manager Americas at Paradigm SampleLinkedIn: https://www.linkedin.com/in/adamjolley/ Email: adam.jolley@paradigmsample.comHappy MR Episode: https://happymr.com/ia-conference-adam-jolley Annie McDannald, Global Vice President, Marketing Research Services at Civicom Marketing Research ServicesLinkedIn: https://www.linkedin.com/in/annie-mcdannald-07837816/ Email: annie.mcdannald@civi.comHappy MR Episode: https://happymr.com/ia-conference-annie-mcdannald John Ferreira, Chief Insights Officer at Finch BrandsLinkedIn: https://www.linkedin.com/in/johnferr/ Email: jferreira@finchbrands.comHappy MR Episode: https://happymr.com/ia-conference-john-ferreira Pam Bracken, Department Head of Special Projects and Curriculum Development at University of GeorgiaLinkedIn: https://www.linkedin.com/in/pamelabracken/ Email: pam.bracken@georgiacenter.uga.duHappy MR Episode: https://happymr.com/ia-conference-pam-bracken Thor Olof Philogène, Founder & CEO at StravitoLinkedIn: https://www.linkedin.com/in/thorolof/ Email: thor@stravito.comHappy MR Episode: https://happymr.com/ia-conference-thor-olof-philogene Vidyotham Reddi, Director of Growth Analytics at MarsLinkedIn: https://www.linkedin.com/in/vidyotham-reddi-ph-d-he-him-61458a/ Email: vidyotham.reddi@effem.comHappy MR Episode: https://happymr.com/ia-conference-vidyotham-reddi
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com “I Love Rock 'N Roll” by Joan Jett: https://youtu.be/wMsazR6Tnf8 Gibbs SR - First Television Advert 1955: https://youtu.be/Eeu3U0nqcpE
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
Our guest today is Mark Slobbe, Partner and Co-founder of Lighthouse Consulting.
Find Mark Online:
LinkedIn: https://www.linkedin.com/in/markslobbe1/ Email: mark@lighthouseconsulting.io Company: https://www.lighthouseconsulting.io/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com “As It Was” by Harry Styles
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Chueyee Yang: Today is April 11th, 2022. Happy Monday. This is Chueyee Yang, the show's producer, and you're listening to the Happy Market Research podcast. We have a very special guest today, but before we get to that, here is a word from our sponsors.
[00:00:19]
Jamin Brazil: Support for the Happy Market Research Podcast and the following message, comes from Michigan State's marketing research program and HubUX. The Michigan State University's Master of Science in marketing research program, delivers the number one ranked insights and analytics degree in three formats. Full-Time on campus, full-time online and part-time online. New for 2022, if you can't commit to their full degree program, simply begin with one of their three course certifications, insights design or insights analysis. In addition to the certification, all of the courses you complete will build towards your graduation. If you are looking to achieve your full potential, check out MSU's program at broad.msu.edu/marketing. Again, broad.msu.edu/marketing. HubUX is a research operations platform for private panel management, qualitative automation, including video audition questions and surveys. For a limited time, user seats are free. If you'd like to learn more or create your own account, visit hubUX.com.
[00:01:35]
Chueyee Yang: This is episode 518, and according to Spotify, As It Was by Harry Styles is currently the number one track with more than 78 million streams. This song was released earlier this month. And according to Spotify, As It Was was the most streamed song in the US in one single day with 8.3 million streams. Take a listen.
[00:01:58]
[SONG PLAYS]
[00:02:38]
Jamin Brazil: Hey everybody, you're listening to the Happy Market Research Podcast. My guest is Mark Slobbe, partner and co-founder of Lighthouse Consulting. Mark and I have been in the industry for quite a while, but we recently had a conversation, it centered around data quality and I'm like, I have got to get your point of view on the podcast. So that really became the impetus. Mark, welcome to the show.
[00:03:00]
Mark Slobbe: Thank you very much for having me.
[00:03:01]
Jamin Brazil: Let's start with some context. Tell us about your parents and how they inform what you do today.
[00:03:06]
Mark Slobbe: Sure. So I'm from the Netherlands and my dad worked for Honda in the Netherlands,
Our guest today is Emil Lamprecht, Founder & CEO of Growth Mechanics.
Growth Mechanics was formerly a global operator of accelerator programs at Google.
Today, Growth Mechanics is an international startup studio working in women's health, software, social impact and more.
Emil is a career entrepreneur, advisor, and researcher.
Find Emil Online:
LinkedIn: https://www.linkedin.com/in/emillamprecht/ Company: https://growth-mechanics.com/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Chueyee Yang: Today is April 4th, 2022. Happy Monday. This is Chueyee Yang, the show's producer and you're listening to the Happy Market Research Podcast. We have a very special guest today, but before we get to that, here is a word from our sponsors.
[00:00:20]
Jamin Brazil: Support for the Happy Market Research Podcast and the following message comes from Michigan State's Marketing Research Program and HubUX. The Michigan State University's Master of Science in Marketing Research Program delivers the number one ranked insights and analytics degree in three formats. Full time on campus, full time online, and part time online. New for 2022, if you can't commit to their full degree program, simply begin with one of their three course certifications, insights design, or insights analysis. In addition to the certification, all the courses you complete will build towards with your graduation. If you're looking to achieve your full potential, check out MSMU's program at broad.msu.edu/marketing, again broad.msu.edu/marketing. HubUX is a research operations platform for private panel management, qualitative automation including video audition questions and surveys. For a limited time, user seats are free, if you'd like to learn more or create your own account, visit hubux.com.
[00:01:32]
Chueyee Yang: This is episode 517, and yesterday was the 64th annual Grammy awards ceremony, which was broadcasted live from Las Vegas at MGM Grand Garden Arena. The award ceremony featured guest performances from John Legend to Lady Gaga, with Jon Batiste taking home the most awards with five, one of which was for album of the year for We Are. Here is Freedom by Jon Batiste from the hit album, which this song was also nominated for Record of the Year.
[00:02:09]
[SONG PLAYS]
[00:02:58]
Jamin Brazil: Our guest today is Emil Lamprecht, researcher, founder, CEO of Growth Mechanics. Growth Mechanics was formerly a global operator of accelerator programs for Google. Today Growth Mechanics is an international start up studio working in women's health, software, social impact and more. Emil is a career entrepreneur, advisor and researcher. Sir, welcome to the program.
[00:03:21]
Find Brian Online:
LinkedIn: https://www.linkedin.com/in/brian-palmer-a5989326/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Today is March 28th, 2022. Happy Monday. You’re listening to the Happy Market Research Podcast. I’m Jamin Brazil, your host. Support for the Happy Market Research Podcast and the following message comes from Michigan State’s marketing research program and HubUX. Support for the Happy Market Research Podcast and the following message comes from Michigan State’s marketing research program and HubUX. The Michigan State University’s master of science in marketing research program delivers the number one ranked insights and analytics degree in three formats. Full-time on-campus, full-time online, and part-time online. New for 2022, if you can’t commit to their full degree program, simply begin with one of their three course certifications. Insights Design or Insights Analysis. In addition to the certification, all the courses you complete will build towards your graduation. If you’re looking to achieve your full potential, check out [INAUDIBLE sounds like: MSU’s] program at B-R-O-A-D- dot- M-S-U- dot- E-D-U- slash- marketing. Again, B-R-O-A-D- dot- M-S-U- dot- E-D-U- slash- marketing. HubUX is a research operations platform for private panel management, qualitative automation- including video audition questions and surveys. For a limited time, user seats are free. If you’d like to learn more or create your own account, visit HubUX.com. Be warned, this episode has a few curse words. Actually, there’s two. I will- you’ll know when you hear them. You will find a cleaned version on our Web site, at HappyMR.com. This is Episode 516, and if you were born on March 28th, 1982, then according to Birthday Tunes, I Love Rock ‘n Roll by Joan Jett and the Blackhearts was the number one song on your birthday. Now, I was 10 years old when this song came out, and I can tell you, as a 10-year-old boy, Joan Jett symbolized sexuality and attitude. She sang about kicking ass, not putting up with anybody’s bullshit, and not giving a- and here’s a second curse word- fuck about what anyone thought about her sexual proclivities, and whether or not she was a switch hitter. Right from the start, this song, I Love Rock ‘n Roll, it drips with attitude. It has heavy drums that lead into kick-ass power chords that are in stereo with a “get off your ass and onto the dancefloor” hand clap. As the rhythm settles in, you get some badass riffs from the guitar, that introduce Joan Jett on the mic. Enjoy.
[SONG PLAYS]
[00:03:23]
Jamin Brazil: So to you, birthday person, happy 30th birthday. To everybody else, let’s make today a kickass day. Now, let’s switch gears.
Our guest today is Lisa Wilding-Brown, Chief Executive Officer of InnovateMR.
InnovateMR is an independent sampling and ResTech company that delivers Faster Answers™ from business and consumer audiences utilizing technologies to support agile research.
Lisa is a veteran of the marketing research industry and has served as an executive at uSamp.
Find Lisa Online:
LinkedIn: https://www.linkedin.com/in/lisawildingbrown/ Company: https://www.innovatemr.com/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:01]
Chueyee Yang: Today is March 21, 2022. Happy Monday. This is Chueyee Yang, the show's producer, and you're listening to the Happy Market Research Podcast. We have a very special guest today, but before we get to that, here's a word from our sponsors.
[00:00:20]
Jamin Brazil: Support for the Happy Market Research Podcast and the following message comes from Michigan State's marketing research program and HubUX. The Michigan State University's Master of Science in marketing research program delivers the number one ranked insights and analytics degree in three formats: full-time on campus, full-time online, and part-time online. New for 2022, if you can't commit to their full degree program, simply begin with one of their three course certifications, insights design or insights analysis. In addition to the certification, all the courses you complete will build towards your graduation. If you're looking to achieve your full potential, check out MSU's programs at broad.msu.edu/marketing. Again, broad.msu.edu/marketing. HubUX is a research operations platform for private panel management, qualitative automation including video audition questions, and surveys. For a limited time, user seats are free. If you'd like to learn more or create your own account, visit hubux.com.
[00:01:36]
Chueyee Yang: This is episode 515, and in less than a month, the South Korean K-pop group BTS will be starting their four-day concert at the Allegiant Stadium in Las Vegas. Their most recent release was back in October when they hit the Billboard Hot 100 and number one with the song "My Universe," which is also a collaboration with Coldplay.
[00:01:58]
[SONG PLAYS]
[00:02:32]
Jamin Brazil: Hi, I'm Jamin. You're listening to the Happy Market Research Podcast. Our guest today is Lisa Wilding-Brown, chief executive officer at InnovateMR. InnovateMR is an independent sampling and ResTech company that delivers faster answers from business and consumer audiences, utilizing technology to support agile research. Lisa is a veteran of the industry. She started her career at Harris Interactive and was an executive at uSamp. Lisa, thank you for joining me on the Happy Market Research Podcast today.
Our guest today is Paul Gaudette, Founder & CEO of Dig Insights.
Dig Insights was founded in 2010 and currently employs over 160 people. The business has four primary offerings delivering Market Insights, Data Science, Evaluation, and their proprietary ideation solution called Upsiide.
Paul also serves as a council member of the Ted Rogers School of Management at Ryerson University.
Find Paul Online:
LinkedIn: https://www.linkedin.com/in/paulgaudette-dig/?originalSubdomain=ca Company: https://www.diginsights.com/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:
Full-time on campus Full-time online Part-time online
NEW FOR 2022:
If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.
In addition to the certification, all the courses you complete will build toward your graduation.
If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]Jamin Brazil: Hey, everyone. I'm Jamin. You're listening to the Happy Market Research Podcast. Our guest today is Paul Gaudette, founder and CEO of Dig Insights. Dig Insights was founded in 2010 and currently employs over 160 people. The business has four primary offerings, delivering market insights, data science, evaluations, and a proprietary ideation solution that's called Upsiide. That's with two Is. Paul also serves as a council member of the Ted Rogers School of Management at Ryerson University. Paul, welcome to the Happy Market Research Podcast.[00:00:39]Paul Gaudette: Thanks very much for having me.[00:00:44]Jamin Brazil: Support for the Happy Market Research Podcast and the following message comes from Michigan State's Marketing Research program and HubUX. The Michigan State University's Master of Science in Marketing Research program delivers the number one-ranked Insights and Analytics degree in three formats: full-time on campus, full-time online, and part-time online. New for 2022, if you can't commit to their full degree program, simply begin with one of their three course certifications: Insights Design or Insights Analysis. In addition to the certification, all the courses you complete will build towards your graduation. If you're looking to achieve your full potential, check out MSU's program at broad. msu. edu/marketing. Again, broad. msu. edu/marketing. HubUX is a research operations platform for private panel management, qualitative automation, including video audition questions, and surveys. For a limited time, user seats are free. If you'd like to learn more or create your own account, visit hubux.com. Let's start with some context. Tell us a little bit about your parents and how they inform what you do today.[00:02:03]Paul Gaudette: Oh, going right into the parent question, eh?[00:02:05]Jamin Brazil: Mm-hmm.[00:02:05]Paul Gaudette: Wow. Some deep wounds you're uncovering already.[00:02:12]Jamin Brazil: We have had people answer that question. It's actually kind of interesting you bring up the deep wounds. Most of the time, it's relatively surface level. I'm excited to hear how you're going to answer it.
This episode is in collaboration with QUAL360 North America.
Our guest today is Nick Graham, the Global Head of Insights & Analytics at Mondelēz.
Mondelez traces its roots to the National Dairy Corporation, which was founded in 1923.
One year later, the Kraft Cheese Company was founded and listed on the New York Stock Exchange.
In 1930, National Dairy was acquired by Kraft.
Fast forward to September 7, 2009, Kraft made a hostile takeover bid for the British company, Cadbury, makers of Dairy Milk and Bournville chocolate. This bid was eventually successful.
In August of 2011, Kraft Foods announced plans to split into two publicly traded companies, an international snack-food company and a North American grocery company.
The snack-food company, called Mondelez, would be the legal successor of the old Kraft Foods, while the grocery company would be a new entity known as the Kraft Foods Group. The split was completed in October 2012. It was structured so that Kraft Foods changed its name to Mondelez and spun off Kraft Foods Group as a new publicly traded company.
Today, Mondelēz, is an American multinational candy, food, beverage, and snack food company based in Chicago, Illinois. Mondelez has an annual revenue of about $26 billion and operates in approximately 160 countries.
QUAL360 North America:
Website: https://na.qual360.com/
Find Nick Online:
LinkedIn: https://www.linkedin.com/in/npgraham/ Company: https://www.mondelezinternational.com/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
This episode is brought to you by Michigan State's Marketing Research program. Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?
Today, the program has tracks for both full-time students and working professionals.
They also provide career support assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State's Marketing Research students have accepted job offers 6 months prior to graduating.
The program has three formats:
The first is a Full-Time 100% Online program taught over 12-months starting in January 2022The second is a Part-Time 100% Online program that is 20-months. This one starts in May 2022 and is specifically designed for working professionals,And of course, they offer a Full-Time 12-month in-person experience that starts in September 2022
All programs include real-world experience and full-time job placement support.
If you are looking to achieve your full potential, check out MSMU's programs at:
broad.msu.edu/marketing
It costs nothing to get more details. Take the time, invest in yourself. You are worth it and your future self will thank you. Class sizes are limited, so please, check it out today.
This episode is brought to you by HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Today is March 14, 2022. Happy Monday. This is the Happy Market Research Podcast. I’m Jamin Brazil, your host. We have a very special guest today but before we get to that here’s a word from our sponsors. Support for the happy market research podcast and the following message comes from Michigan States marketing research program and HubUX. I’ve done hundreds of interviews with today’s top minds in market research. Many of them trace their roots to Michigan state...
Our guest today is Dr. Leib Litman, Chief Research Officer at CloudResearch.
Founded in 2015, CloudResearch is headquartered in NY and is a participant-sourcing platform for online research and surveys.
Prior to joining CloudResearch, Leib served as the Associate Professor of Psychology at Lander College.
Find Leib Online:
LinkedIn: https://www.linkedin.com/in/leib-litman-373b7a130/ Website: https://www.cloudresearch.com/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
This episode is brought to you by Michigan State's Marketing Research program. Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?
Today, the program has tracks for both full-time students and working professionals.
They also provide career support assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State's Marketing Research students have accepted job offers 6 months prior to graduating.
The program has three formats:
The first is a Full-Time 100% Online program taught over 12-months starting in January 2022The second is a Part-Time 100% Online program that is 20-months. This one starts in May 2022 and is specifically designed for working professionals,And of course, they offer a Full-Time 12-month in-person experience that starts in September 2022
All programs include real-world experience and full-time job placement support.
If you are looking to achieve your full potential, check out MSMU's programs at:
broad.msu.edu/marketing
It costs nothing to get more details. Take the time, invest in yourself. You are worth it and your future self will thank you. Class sizes are limited, so please, check it out today.
This episode is brought to you by HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
References:
Sponsor MSMU: https://broad.msu.edu/marketing
Sponsor HubUX: https://hubux.com
Doja Cat - Get Into It (Yuh) (Official Video)
https://www.youtube.com/watch?v=9Ko-nEYJ1GE
[00:00:00]
Jamin Brazil: Today is March 7th, 2022, happy Monday. You're listening to the Happy Market Research Podcast. I'm Jamin Brazil, your host. Support for the Happy Market Research Podcast and the following message comes from Michigan State's marketing research program and HubUX. I've done 100s of interviews with today's top minds in market research, many of them trace their roots to Michigan State's marketing research program, are you looking for a higher paying job to expand your professional network and to achieve your full potential in the world of market research? Today the program has tracks for both full time students and working professionals. They also provide career support assisting students to win today's most sought after jobs, in fact, over 80% of Michigan State's marketing research student have accepted job offers six months prior to graduating. If you are looking to achieve your full potential, check out MSMU's program at broad. msu.edu/marketing. HubUX is a research operations platform for private panel management, qualitative automation, including video audition questions and surveys. For a limited time, user seats are free, if you'd like to learn more or create your own account, visit hubux.com. This is episode 512 of the Happy Market Research Podcast, and according to iTunes,
My guest today is Michele Ronsen, Founder of Curiosity Tank.
Curiosity Tank is a consulting and education firm specializing in human-centered research, design development, and hands-on learning programs. We conduct and teach design and user research to people and corporations around the world.
Ask Like a Pro is an 8-week online mentorship for professionals who want step-by-step guidance on how to conduct meaningful, relevant, and impactful UX research. Registrants get hands-on, proven methods and tools to help them genuinely understand their customers, challenges, and opportunities in less time while reducing errors and risk.
It's perfect for those who want to break into the field of user research, have specific research questions and don’t know where to start, or need to boost their skills and fill in gaps to be more competitive.
There are three ways to participate in Ask Like A Pro. The series includes up to 40 hours of content and 45+ tools and templates.
Not sure which participation level is right for you? Where to start? Or have other questions? Set up time with Michele here and she'd be happy to answer any questions you may have.
Michele’s Calendly: https://calendly.com/curiositytank/ask Ask Like A Pro UX Research Workshop: https://www.curiositytank.com/workshops Customized Corporate UX Research Workshops and Team Training: https://www.curiositytank.com/uxr-training-for-teams
Get a 10% discount to use towards Ask Like A Pro On-Demand and Observer seat registrations with the code "HAPPYMARKETRESEARCH10%"
Find Michele Online:
LinkedIn: https://www.linkedin.com/in/michele-ronsen-0a55233/ Website: https://www.curiositytank.com/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
This episode is brought to you by Michigan State's Marketing Research program. Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?
Today, the program has tracks for both full-time students and working professionals.
They also provide career support assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State's Marketing Research students have accepted job offers 6 months prior to graduating.
The program has three formats:
The first is a Full-Time 100% Online program taught over 12-months starting in January 2022The second is a Part-Time 100% Online program that is 20-months. This one starts in May 2022 and is specifically designed for working professionals,And of course, they offer a Full-Time 12-month in-person experience that starts in September 2022
All programs include real-world experience and full-time job placement support.
If you are looking to achieve your full potential, check out MSMU's programs at:
broad.msu.edu/marketing
It costs nothing to get more details. Take the time, invest in yourself. You are worth it and your future self will thank you. Class sizes are limited, so please, check it out today.
This episode is brought to you by HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Hey everybody. I’m talking with Michele Ronsen, founder of Curiosity Tank. And also social media influencer on LinkedIn around consumer insights. I mean it’s the title I always wanted and never gotten. I’m super-jealous. How are you?
[00:00:22]
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com www.bensound.com
This Episode is Sponsored by:
This episode is brought to you by Michigan State’s Marketing Research program. Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?
Today, the program has tracks for both full-time students and working professionals.
They also provide career support assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State’s Marketing Research students have accepted job offers 6 months prior to graduating.
The program has three formats:
The first is a Full-Time 100% Online program taught over 12-months starting in January 2022The second is a Part-Time 100% Online program that is 20-months. This one starts in May 2022 and is specifically designed for working professionals,And of course, they offer a Full-Time 12-month in-person experience that starts in September 2022
All programs include real-world experience and full-time job placement support.
If you are looking to achieve your full potential, check out MSMU’s programs at:
broad.msu.edu/marketing
This episode is brought to you by HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
Today is February 28, 2022. Happy Monday!
You’re listening to the Happy Market Research podcast. I’m Jamin Brazil, your host.
Support for the Happy Market Research Podcast and the following message comes from Michigan State's Marketing Research Program & HubUX.
I've done hundreds of interviews with today's top minds in market research. Many of them trace their roots to Michigan State's Marketing Research program.
Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?
Today, the program has tracks for both full-time students and working professionals.
They also provide career support, assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State's Marketing Research students have accepted job offers 6 months prior to graduating.
If you are looking to achieve your full potential, check out MSMU's programs at:
broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
This is episode 510 and, according to iTunes, Cold Heart by Elton John & Dua Lipa is the number one song across the globe.
Today is the last day of February. We are 2 months into 2022 and already, things are crazier than we expected them to be just 60 days ago. There are two major issues facing the world, the invasion of Ukraine by Russia and the threat of an economic downturn.
But! This isn’t a show on current events. It is a show about the world of consumer insights.
What I’d like to draw your attention to is that the world of consumer insights tends to operate at a micro level. What I mean by this is businesses have questions like…
is my software easy to use, do consumers like the way my product tastes, what other products should we develop,are my customers happy, and so on.
The answers to these research questions rarely are placed in the context of our broader world.
Let me be clear.
This episode is in collaboration with QUAL360 North America.
Our guest today is Marcos Moldes, Qualitative UX Research Lead at Pinterest.
We are thrilled to have you on the show.
QUAL360 North America:
Website: https://na.qual360.com/
Buy tickets: https://na.qual360.com/#tile_timer
Date: March 8-9, 2022
Location: Washington D.C. — Gallup World Headquarter
Find Marcos Online:
LinkedIn: https://www.linkedin.com/in/mmoldes/
Website: https://www.pinterestcareers.com/
Website: pinterest.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
This episode is brought to you by Michigan State's Marketing Research program. Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?
Today, the program has tracks for both full-time students and working professionals.
They also provide career support assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State's Marketing Research students have accepted job offers 6 months prior to graduating.
The program has three formats:
The first is a Full-Time 100% Online program taught over 12-months starting in January 2022The second is a Part-Time 100% Online program that is 20-months. This one starts in May 2022 and is specifically designed for working professionals,And of course, they offer a Full-Time 12-month in-person experience that starts in September 2022
All programs include real-world experience and full-time job placement support.
If you are looking to achieve your full potential, check out MSMU's programs at:
broad.msu.edu/marketing
It costs nothing to get more details. Take the time, invest in yourself. You are worth it and your future self will thank you. Class sizes are limited, so please, check it out today.
This episode is brought to you by HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Today is February 21st, 2022. Happy Monday. You're listening to the Happy Market Research Podcast. I'm Jamin Brazil, your host. Support for the Happy Market Research Podcast and the following message comes from Michigan State's Marketing Research Program and HubUX. I've done hundreds of interviews with today's top minds in market research. Many of them trace their roots to Michigan State's Marketing Research Program. Are you looking for a higher-paying job, to expand your professional network, and to achieve your full potential in the world of market research? Today the program has tracks for both full-time students and working professionals. They also provide career support, assisting students to win today's most sought-after jobs. In fact, over 80% of Michigan State's marketing research students have accepted job offers six months prior to graduating. If you are looking to achieve your full potential, check out MSMU's program at broad. msu. edu/marketing. HubUX is a research operations platform for private panel management, qualitative automation including video audition questions, and surveys. For a limited time, user seats are free. If you'd like to learn more or create your own account, visit hubux.com. This is episode 509, and according to Billboard's music charts, "Blinding Lights" by Canadian pop star The Weeknd has become the number-one song of all time. For today's episode,
This episode is in collaboration with QUAL360 North America.
Our guest is Travis Lowdermilk, Principal UX Researcher at Microsoft and author of The Customer-Driven Playbook and User-Centered Design.
We are thrilled to have you on the show.
QUAL360 North America:
Website: https://na.qual360.com/
Buy tickets: https://na.qual360.com/#tile_timer
Date: March 8-9, 2022
Location: Washington D.C. — Gallup World Headquarter
Find Travis Online:
LinkedIn: https://www.linkedin.com/in/travislowdermilk/
Website: https://www.microsoft.com/en-us/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
This episode is brought to you by Michigan State's Marketing Research program. Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?
Today, the program has tracks for both full-time students and working professionals.
They also provide career support assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State's Marketing Research students have accepted job offers 6 months prior to graduating.
The program has three formats:
The first is a Full-Time 100% Online program taught over 12-months starting in January 2022The second is a Part-Time 100% Online program that is 20-months. This one starts in May 2022 and is specifically designed for working professionals,And of course, they offer a Full-Time 12-month in-person experience that starts in September 2022
All programs include real-world experience and full-time job placement support.
If you are looking to achieve your full potential, check out MSMU's programs at:
broad.msu.edu/marketing
It costs nothing to get more details. Take the time, invest in yourself. You are worth it and your future self will thank you. Class sizes are limited, so please, check it out today.
This episode is brought to you by HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Our guess today is Travis Lowdermilk, principle UX researcher at Microsoft and author of the Customer-Driven Playbook and User-Centered Design. Welcome to the Happy Market Research Podcast.
[00:00:16]
Travis Lowdermilk: Thank you for having me. It’s my pleasure.
[00:00:18]
Jamin Brazil: Support for the Happy Market Research Podcast and the following message comes from Michigan State’s marketing research program and HubUX. I’ve done hundreds of interviews with today’s top minds in market research. Many of them trace their roots to Michigan State’s marketing research program. Are you looking for a higher paying job, to expand your professional network, and to achieve your full potential in the world of market research? Today the program has tracks for both full-time students and working professionals. They also provide career support assisting students to win today’s most sought-after jobs. In fact, over 80 percent of Michigan State’s marketing research students have accepted job offers six months prior to graduating. If you are looking to achieve your full potential check out MSU’s program at BROAD. MSU. EDU/Marketing. HubUX is a research operations platform for private panel management, qualitative automation, including video audition questions, and surveys. For a limited time user seats are free. If you’d like to learn more or create your own accoun...
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com www.bensound.com
This Episode is Sponsored by:
This episode is brought to you by Michigan State’s Marketing Research program. Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?
Today, the program has tracks for both full-time students and working professionals.
They also provide career support assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State’s Marketing Research students have accepted job offers 6 months prior to graduating.
The program has three formats:
The first is a Full-Time 100% Online program taught over 12-months starting in January 2022The second is a Part-Time 100% Online program that is 20-months. This one starts in May 2022 and is specifically designed for working professionals,And of course, they offer a Full-Time 12-month in-person experience that starts in September 2022
All programs include real-world experience and full-time job placement support.
If you are looking to achieve your full potential, check out MSMU’s programs at:
broad.msu.edu/marketing
This episode is brought to you by HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
Today is February 14, 2022. Happy Monday & Happy Valentine's Day!
You’re listening to the Happy Market Research podcast. I’m Jamin Brazil, your host.
Support for the Happy Market Research Podcast and the following message comes from Michigan State's Marketing Research Program & HubUX.
I've done hundreds of interviews with today's top minds in market research. Many of them trace their roots to Michigan State's Marketing Research program.
Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?
Today, the program has tracks for both full-time students and working professionals.
They also provide career support, assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State's Marketing Research students have accepted job offers 6 months prior to graduating.
If you are looking to achieve your full potential, check out MSMU's programs at:
broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
This is episode 507 and, according to Spotify, We Don't Talk About Bruno is number one in the US.
Today is a day to celebrate love.
According to wikipedia, Love encompasses a range of strong and positive emotional and mental states, from the most sublime virtue or good habit, the deepest interpersonal affection, to the simplest pleasure. An example of this range of meanings is that the love of a mother differs from the love of a spouse, which differs from the love for food. Most commonly, love refers to a feeling of a strong attraction and emotional attachment.
But brands haven't always loved their customers.
When I started my career in consumer insights back in the early 2000s, brands talked about “Share of Wallet”.
As the term suggests, marketers viewed each potential consumer as a wallet containing a finite amount of cash. The job of sales and marketing was to extract a...
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com www.bensound.com
This Episode is Sponsored by:
This episode is brought to you by Michigan State’s Marketing Research program. Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?
Today, the program has tracks for both full-time students and working professionals.
They also provide career support assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State’s Marketing Research students have accepted job offers 6 months prior to graduating.
The program has three formats:
The first is a Full-Time 100% Online program taught over 12-months starting in January 2022The second is a Part-Time 100% Online program that is 20-months. This one starts in May 2022 and is specifically designed for working professionals,And of course, they offer a Full-Time 12-month in-person experience that starts in September 2022
All programs include real-world experience and full-time job placement support.
If you are looking to achieve your full potential, check out MSMU’s programs at:
broad.msu.edu/marketing
This episode is brought to you by HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
Today is February 7th, 2022. Happy Monday!
You’re listening to the Happy Market Research podcast. I’m Jamin Brazil, your host. In today’s episode, we’ll cover:
In a crazy world, how your local grocery store is keeping us connected and improving our mental health Top TunesAnd, a name change for this podcast
This is episode 506 and according to Spotify, GAYLE - abcdefu is the number one song across the globe.
OK! Let’s jump in with both feet!
HubUX (AKA me) did some research to help marketers understand consumer grocery shopping habits.
On January 3rd, 2022, HubUX launched a quantitative and qualitative study among our panel with the main focus on uncovering how grocery shopping preferences have changed pre and post covid.
Why do we care about this topic? Because late last year the BBC released a story titled, “How the corona virus is changing grocery shopping.” They sighted several statistics like “food delivery,” search frequency pointing to a future where consumers are not going to shop in-person.
To this, I call bullshit.
The participants were recruited through our panel and vetted via a video audition question. The panel was originally sourced through social platforms including Facebook, Instagram, and TikTok.
All research was handled internally by HubUX.
Headline 1: Today, People Still Use In-Person Grocery Stores more often than digital options.
Based on our research, all consumers more frequently visit their local grocery store versus online alternatives.
The average person shops for groceries 6 times per month.
When I first saw this, I was a little surprised because this stated frequency is the same as what was reported pre covid according to Satistica. You can find a link to that report in the show notes.
But after talking to a few participants, the usual shopper plans a weekly trip and then supplements based on running out of supplies like spices, dry goods, and proteins.
Headline 2: Younger Shoppers Are Looking For Deals
In fact, nearly half of all shoppers go out of their way to check the clearance area wherever they grocery shop.
This episode is in collaboration with QUAL360 North America.
Our guest is Yogesh Chavda, Head of Insights at WS Audiology.
WS Audiology is a privately-owned manufacturer of hearing aids with headquarters in Denmark and Singapore with roots going back to 1878. The current company employs more than 11,000 people globally.
Prior to joining WS Audiology, Yogesh has served as an Associate Director at P&G, Global Director of Consumer & Market Insights at Amway, Global Director of Marketing Research & Analytics at Kimberly-Clark, Global Head of Always On Marketing at Spotify, Head of Insights at Pinterest, and Founder of Y2S Consulting.
QUAL360 North America:
Website: https://na.qual360.com/
Buy tickets: https://na.qual360.com/#tile_timer
Date: March 8-9, 2022
Location: Washington D.C. — Gallup World Headquarter
Find Yogesh Online:
LinkedIn: https://www.linkedin.com/in/yogeshchavda1/
Website: https://www.wsa.com/en/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
This episode is brought to you by Michigan State's Marketing Research program. Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?
Today, the program has tracks for both full-time students and working professionals.
They also provide career support assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State's Marketing Research students have accepted job offers 6 months prior to graduating.
The program has three formats:
The first is a Full-Time 100% Online program taught over 12-months starting in January 2022The second is a Part-Time 100% Online program that is 20-months. This one starts in May 2022 and is specifically designed for working professionals,And of course, they offer a Full-Time 12-month in-person experience that starts in September 2022
All programs include real-world experience and full-time job placement support.
If you are looking to achieve your full potential, check out MSMU's programs at:
broad.msu.edu/marketing
It costs nothing to get more details. Take the time, invest in yourself. You are worth it and your future self will thank you. Class sizes are limited, so please, check it out today.
This episode is brought to you by HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
[00:00:00]
Jamin Brazil: Our guest today is Yogesh Chavda, Head of Insights at WS Audiology. WS Audiology is a privately-owned manufacturer of hearing aids with headquarters in Denmark and Singapore with roots going back to 1878. The current company employs more than 11,000 people globally. Prior to joining WS Audiology, Yogesh has served as an Associate Director at Procter and Gamble, Global Director of Consumer and Market Insights at Amway, Global Director of Marketing Research and Analytics at Kimberly Clark, Global Head of Always On, Marketing at Spotify, Head of insights at Pinterest and founder of Y2S Consulting. Welcome.
[00:00:45]
Yogesh Chavda: Thank you for having me.
[00:00:49]
Jamin Brazil: Support for the Happy Market Research podcast and the following message comes from Michigan State's marketing research program and Hub UX. I've done hundreds of interviews with today's top minds in market research. Many of them trace their roots to Michigan State's marketing research program.
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com www.bensound.com
This Episode is Sponsored by:
This episode is brought to you by Michigan State’s Marketing Research program. Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?
Today, the program has tracks for both full-time students and working professionals.
They also provide career support assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State’s Marketing Research students have accepted job offers 6 months prior to graduating.
The program has three formats:
The first is a Full-Time 100% Online program taught over 12-months starting in January 2022The second is a Part-Time 100% Online program that is 20-months. This one starts in May 2022 and is specifically designed for working professionals,And of course, they offer a Full-Time 12-month in-person experience that starts in September 2022
All programs include real-world experience and full-time job placement support.
If you are looking to achieve your full potential, check out MSMU’s programs at:
broad.msu.edu/marketing
This episode is brought to you by HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
Today is January 24th, 2022. Happy Monday!
You’re listening to the Happy Market Research podcast. I’m Jamin Brazil, your host. In today’s episode, we’ll cover:
AnalogFolks launch a new division based on behavioral economics Meet a 12 year oldAn introduction to the Metaverse Some tips on scaling your business
Support for the Happy Market Research Podcast and the following message comes from Michigan State's Marketing Research Program & HubUX.
I've done hundreds of interviews with today's top minds in market research. Many of them trace their roots to Michigan State's Marketing Research program.
Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?
Today, the program has tracks for both full-time students and working professionals.
They also provide career support, assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State's Marketing Research students have accepted job offers 6 months prior to graduating.
If you are looking to achieve your full potential, check out MSMU's programs at:
broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
This is a shameless plug.
Kristin Luck and myself are launching a new cohort for The Consortium. The Consortium is a 12-month long forum that connects and supports entrepreneurs and revenue focused sales leaders who are gunning for their next big breakthrough.
Kristin Luck and myself carefully curate and moderate your group of peers designed to help you navigate through business challenges and break through your revenue ceilings by leveraging the collective intelligence of others, with direct support from serial entrepreneurs who have been in the trenches and successfully exited!.
For more information, check the link in the show notes or DM me on LinkedIn.
This is episode 504 and according to Spotify,
Find Aruna Online:
LinkedIn: https://www.linkedin.com/in/abagchi/ Website: https://www.oneplus.com/
Find Aaron Online:
LinkedIn: https://www.linkedin.com/in/aaronward/ Website: https://www.asknicely.com/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com www.bensound.com
This Episode is Sponsored by:
This episode is brought to you by Michigan State’s Marketing Research program. Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?
Today, the program has tracks for both full-time students and working professionals.
They also provide career support assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State’s Marketing Research students have accepted job offers 6 months prior to graduating.
The program has three formats:
The first is a Full-Time 100% Online program taught over 12-months starting in January 2022The second is a Part-Time 100% Online program that is 20-months. This one starts in May 2022 and is specifically designed for working professionals,And of course, they offer a Full-Time 12-month in-person experience that starts in September 2022
All programs include real-world experience and full-time job placement support.
If you are looking to achieve your full potential, check out MSMU’s programs at:
broad.msu.edu/marketing
This episode is brought to you by HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
Today is January 17, 2022. Happy Monday!
You’re listening to the Happy Market Research podcast. I’m Jamin Brazil, your host.
Support for the Happy Market Research Podcast and the following message comes from Michigan State's Marketing Research Program & HubUX.
I've done hundreds of interviews with today's top minds in market research. Many of them trace their roots to Michigan State's Marketing Research program.
Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?
Today, the program has tracks for both full-time students and working professionals.
They also provide career support, assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State's Marketing Research students have accepted job offers 6 months prior to graduating.
If you are looking to achieve your full potential, check out MSMU's programs at:
broad.msu.edu/marketing
HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
This is episode 503 and, according to Spotify, Stay by The Kid LAROI and Justin Bieber is still the number one song across the globe.
OK! Let’s get to this week’s news!
On January 12th, customer experience software provider AskNicely has raised $32m in a Series B round of funding. That is a hell of a lot of dough.
What are they going to do with all that cash? Well, whatever is left over after toasting with 1959 Dom Perigno, AskNicely says they will use the funds to expand their Frontline Success Platform.
Of course they are going to invest in their technology.
But, the press release also offered a very specific Objective & Key Result for the use of funds. Specifically,
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
www.bensound.com
This Episode is Sponsored by:
This episode is brought to you by Michigan State’s Marketing Research program. Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?
Today, the program has tracks for both full-time students and working professionals.
They also provide career support assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State’s Marketing Research students have accepted job offers 6 months prior to graduating.
The program has three formats:
The first is a Full-Time 100% Online program taught over 12-months starting in January 2022The second is a Part-Time 100% Online program that is 20-months. This one starts in May 2022 and is specifically designed for working professionals,And of course, they offer a Full-Time 12-month in-person experience that starts in September 2022
All programs include real-world experience and full-time job placement support.
If you are looking to achieve your full potential, check out MSMU’s programs at:
broad.msu.edu/marketing
This episode is brought to you by HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.
For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.
Today is January 10, 2022. Happy Monday!
You’re listening to the Happy Market Research podcast. I’m Jamin Brazil, your host.
Before intros, sponsors, and content I’d like you to join me in honoring Naomi Henderson by reading her obituary published by The Washington Post on Jan. 7, 2022.
Naomi Henderson CEO of RIVA Market Research and co-founder of RIVA Training Institute, Naomi R Henderson, 77, passed away on December 21, 2021, from complications related to Covid.
She was vaccinated.
Naomi was born in Alexandria, Louisiana, on January 2, 1944, the second of four daughters to Joseph and Anna Hairston. As the daughter of an Army officer, she grew accustomed to traveling and starting fresh in new places. She traveled across the US six times by car, and across the Pacific Ocean twice to live in Asia.
Naturally creative, Naomi wrote and performed plays in elementary school for the neighborhood families on her front porch, using bedsheets as curtains to ensure her entrances were dramatic.
She attended Roosevelt High school in Washington, DC, and received undergraduate degrees in psychology and education from D.C. Teachers College and a master's in education from American University.
She was a guest lecturer at George Washington University, Georgetown University, University of Georgia, and Hood College.
She was excited to continue her education and, before becoming ill, had recently announced that she would be pursuing her doctorate in 2022.
She served as a Master Trainer, teaching researchers the art and science of rigorous qualitative research techniques, writing curriculum for public and custom courses, and fulfilling her dream of leaving the industry better than when she entered.
Naomi led more than 6,000 focus groups and interviewed more than 60,000 respondents in groups or individually, receiving national recognition as a Master Moderator. She's been featured by Forbes Magazine and The New York Times, with T.V. appearances including The CBS Evening News, PBS Health Week, and NBC Dateline, along with several podcasts.
She married the love of her life Luc Henderson in 1964...
My guest today is Joanna Lepore, Global Foresight Associate Director of North America of Mars Wrigley. Mars is an American, family-owned, multinational manufacturer of all the things that we love, including pet food, some fantastic candy, and other food products and a provider of animal care services.
With over $33 billion in annual revenue, it is ranked as the sixth largest privately held company in the United States by Forbes.
Prior to joining Mars, Joanna served as a senior brand manager at General Mills, senior brand manager of Innovation at Devondale Murray Goulburn, and the healthcare product manager at SCA.
Find Joanna Online:
LinkedIn: https://www.linkedin.com/in/joannalepore/
Website: https://www.mars.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
This episode is brought to you by Michigan State's Marketing Research program. Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?
Today, the program has tracks for both full-time students and working professionals.
They also provide career support assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State's Marketing Research students have accepted job offers 6 months prior to graduating.
The program has three formats:
The first is a Full-Time 100% Online program taught over 12-months starting in January 2022The second is a Part-Time 100% Online program that is 20-months. This one starts in May 2022 and is specifically designed for working professionals,And of course, they offer a Full-Time 12-month in-person experience that starts in September 2022
All programs include real-world experience and full-time job placement support.
If you are looking to achieve your full potential, check out MSMU's programs at:
broad.msu.edu/marketing
It costs nothing to get more details. Take the time, invest in yourself. You are worth it and your future self will thank you. Class sizes are limited, so please, check it out today.
This episode is brought to you by Momentive. You may have heard that SurveyMonkey’s parent company recently rebranded as Momentive, a leader in agile insights and experience management. The Momentive AI-powered insights platform is built for the pace of modern business so you can deeply understand your market, elevate your brand, and build winning products faster.
Momentive offers 22 purpose-built market research solutions that incorporate an AI engine, built-in expertise, sophisticated methodologies, and an integrated global panel of over 144M people to deliver meaningful insights in hours, not months. Momentive also has a team of market research consultants that can take on anything from research design to custom reporting as needed, so you can spend more time shaping what’s next for your organization.
To learn more, visit momentive.ai
My guest today is Sasha McCune, the Director of Conifer Research. Conifer is a market research design and innovation company founded in 2001 and is based in Chicago, Illinois.
They specialize in helping organizations gather deep insights and apply those insights in a timely manner to reach their goals.
Prior to joining Conifer Research, Sasha was a graphic designer at the Philadelphia Museum of Art.
Find Sasha Online:
LinkedIn: https://www.linkedin.com/in/sashamccune/
Website: https://coniferresearch.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
This episode is brought to you by Michigan State's Marketing Research program. Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?
Today, the program has tracks for both full-time students and working professionals.
They also provide career support assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State's Marketing Research students have accepted job offers 6 months prior to graduating.
The program has three formats:
The first is a Full-Time 100% Online program taught over 12-months starting in January 2022The second is a Part-Time 100% Online program that is 20-months. This one starts in May 2022 and is specifically designed for working professionals,And of course, they offer a Full-Time 12-month in-person experience that starts in September 2022
All programs include real-world experience and full-time job placement support.
If you are looking to achieve your full potential, check out MSMU's programs at:
broad.msu.edu/marketing
It costs nothing to get more details. Take the time, invest in yourself. You are worth it and your future self will thank you. Class sizes are limited, so please, check it out today.
This episode is brought to you by Momentive. You may have heard that SurveyMonkey’s parent company recently rebranded as Momentive, a leader in agile insights and experience management. The Momentive AI-powered insights platform is built for the pace of modern business so you can deeply understand your market, elevate your brand, and build winning products faster.
Momentive offers 22 purpose-built market research solutions that incorporate an AI engine, built-in expertise, sophisticated methodologies, and an integrated global panel of over 144M people to deliver meaningful insights in hours, not months. Momentive also has a team of market research consultants that can take on anything from research design to custom reporting as needed, so you can spend more time shaping what’s next for your organization.To learn more, visit momentive.ai
Our guest today is Dyna Boen, Managing Director at Escalent.
Escalent is a human behavior and analytics advisory firm specializing in industries facing disruption and business transformation. Their customers include Land Rover, Volvo, Johnson and Johnson, and Comcast.
Prior to joining Escalent, Dyna served as the Head of Audience Sales at SurveyMonkey and served as a key executive at Lucid and Upwave. She also gives back to the market research industry by serving on the board of directors of WIRe (Women in Research) and the Insights Association.
Find Dyna Online:
LinkedIn: https://www.linkedin.com/in/dynaboen
Website: https://escalent.co/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
This episode is brought to you by Michigan State's Marketing Research program. Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?
Today, the program has tracks for both full-time students and working professionals.
They also provide career support assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State's Marketing Research students have accepted job offers 6 months prior to graduating.
The program has three formats:
The first is a Full-Time 100% Online program taught over 12-months starting in January 2022The second is a Part-Time 100% Online program that is 20-months. This one starts in May 2022 and is specifically designed for working professionals,And of course, they offer a Full-Time 12-month in-person experience that starts in September 2022
All programs include real-world experience and full-time job placement support.
If you are looking to achieve your full potential, check out MSMU's programs at:
broad.msu.edu/marketing
It costs nothing to get more details. Take the time, invest in yourself. You are worth it and your future self will thank you. Class sizes are limited, so please, check it out today.
This episode is brought to you by Momentive. You may have heard that SurveyMonkey’s parent company recently rebranded as Momentive, a leader in agile insights and experience management. The Momentive AI-powered insights platform is built for the pace of modern business so you can deeply understand your market, elevate your brand, and build winning products faster.
Momentive offers 22 purpose-built market research solutions that incorporate an AI engine, built-in expertise, sophisticated methodologies, and an integrated global panel of over 144M people to deliver meaningful insights in hours, not months. Momentive also has a team of market research consultants that can take on anything from research design to custom reporting as needed, so you can spend more time shaping what’s next for your organization.
To learn more, visit momentive.ai
[00:00:00]
Jamin Brazil: Hi everyone. I'm Jamin. You are listening to the Happy Market Research Podcast. My guest today is Dyna Boen, managing director at Escalent. Escalent is a human behavior and analytics advisory firm specializing in industries facing disruption and business transformation, which is just about everybody. Their customers include Land Rover, Volvo, Johnson & Johnson, Comcast, etc., etc. Prior to joining Escalent, Dyna served as the head of audience sales at SurveyMonkey and served as a key executive at Lucid and Upway. She also gives back to the market research industry by serving on the board of directors of WIRe, that's Women in Research, and the Insights Association. Dyna, thanks for joining me on the Happy Market Rese...
My guest today is Hana Ben-Shabat, keynote speaker and founder of Gen Z Planet. Founded in 2019, Gen Z Planet is a research and advisory firm focused on helping brands understand and navigate the change that Gen Z is bringing.
Most recently, Hana released her new book, “Gen Z 360,” a guide to understanding the next generation of culture, creators, employees, and consumers.
Find Hana Online:
LinkedIn: https://www.linkedin.com/in/hanabenshabat/
Website: https://genzplanet.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
This episode is brought to you by Michigan State's Marketing Research program. Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?
Today, the program has tracks for both full-time students and working professionals.
They also provide career support assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State's Marketing Research students have accepted job offers 6 months prior to graduating.
The program has three formats:
The first is a Full-Time 100% Online program taught over 12-months starting in January 2022The second is a Part-Time 100% Online program that is 20-months. This one starts in May 2022 and is specifically designed for working professionals,And of course, they offer a Full-Time 12-month in-person experience that starts in September 2022
All programs include real-world experience and full-time job placement support.
If you are looking to achieve your full potential, check out MSMU's programs at:
broad.msu.edu/marketing
It costs nothing to get more details. Take the time, invest in yourself. You are worth it and your future self will thank you. Class sizes are limited, so please, check it out today.
This episode is brought to you by Momentive. You may have heard that SurveyMonkey’s parent company recently rebranded as Momentive, a leader in agile insights and experience management. The Momentive AI-powered insights platform is built for the pace of modern business so you can deeply understand your market, elevate your brand, and build winning products faster.
Momentive offers 22 purpose-built market research solutions that incorporate an AI engine, built-in expertise, sophisticated methodologies, and an integrated global panel of over 144M people to deliver meaningful insights in hours, not months. Momentive also has a team of market research consultants that can take on anything from research design to custom reporting as needed, so you can spend more time shaping what’s next for your organization.To learn more, visit momentive.ai
Our guest today is Dr. Ari Zelmanow, the Sherlock Holmes of Consumer Behavior. He is also the Senior Director of Research, Analytics, and Insights at Gtmhub.
Founded in 2015, Gtmhub is a SaaS company that helps businesses manage employees through business results. Specifically, they leverage an Objective & Key Result framework. Today, Gtmhub serves over 500,000 users across 1,000 organizations globally.
Prior to joining Gtmhub, Dr. Zelmanow has held senior insight roles at Panasonic, Twitter and Altria.
Find Ari Online:
LinkedIn: https://www.linkedin.com/in/zelmanow/
Website: https://gtmhub.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
This episode is brought to you by Michigan State's Marketing Research program. Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?
Today, the program has tracks for both full-time students and working professionals.
They also provide career support assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State's Marketing Research students have accepted job offers 6 months prior to graduating.
The program has three formats:
The first is a Full-Time 100% Online program taught over 12-months starting in January 2022The second is a Part-Time 100% Online program that is 20-months. This one starts in May 2022 and is specifically designed for working professionals,And of course, they offer a Full-Time 12-month in-person experience that starts in September 2022
All programs include real-world experience and full-time job placement support.
If you are looking to achieve your full potential, check out MSMU's programs at:
broad.msu.edu/marketing
It costs nothing to get more details. Take the time, invest in yourself. You are worth it and your future self will thank you. Class sizes are limited, so please, check it out today.
This episode is brought to you by Momentive. You may have heard that SurveyMonkey’s parent company recently rebranded as Momentive, a leader in agile insights and experience management. The Momentive AI-powered insights platform is built for the pace of modern business so you can deeply understand your market, elevate your brand, and build winning products faster.
Momentive offers 22 purpose-built market research solutions that incorporate an AI engine, built-in expertise, sophisticated methodologies, and an integrated global panel of over 144M people to deliver meaningful insights in hours, not months. Momentive also has a team of market research consultants that can take on anything from research design to custom reporting as needed, so you can spend more time shaping what’s next for your organization.
To learn more, visit momentive.ai
[00:00:00]
Jamin Brazil: Hey everyone. I'm Jamin, you're listening to the Happy Market Research podcast. My guest today is Ari Zelmanow, the Sherlock Holmes of consumer behavior. He's also the senior director of research analytics and insights at Gtmhub. Founded in 2015, Gtmhub is a SaaS company that helps businesses manage employees through business results. Specifically, they leverage an objective and key results or OKR framework today. Gtmhub serves over 500,000 users across 1,000 organizations globally. Prior to joining Gtmhub, Dr. Zelmanow has had senior insight roles at Panasonic, Twitter and Altria. Ari, thanks for joining me on the Happy Market Research podcast.
[00:00:46]
Ari Zelmanow: Thanks Jamin. Thanks for having me.
[00:00:51]
My guest today is Laura Beavin-Yates, SVP of Customer Success at Immersion.
Immersion is a technology platform that measures people’s unconscious neurological connection to an experience or piece of content in real-time using their existing smartwatch.
Prior to joining Immersion, Laura was the Manager of Research & Development of the Neuro & Behavioral Science Centre at Ipsos.
Find Laura Online:
LinkedIn: https://www.linkedin.com/in/laura-beavin-yates/
Website: https://www.getimmersion.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
This episode is brought to you by Michigan State's Marketing Research program. Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?
Today, the program has tracks for both full-time students and working professionals.
They also provide career support assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State's Marketing Research students have accepted job offers 6 months prior to graduating.
The program has three formats:
The first is a Full-Time 100% Online program taught over 12-months starting in January 2022The second is a Part-Time 100% Online program that is 20-months. This one starts in May 2022 and is specifically designed for working professionals,And of course, they offer a Full-Time 12-month in-person experience that starts in September 2022
All programs include real-world experience and full-time job placement support.
If you are looking to achieve your full potential, check out MSMU's programs at:
broad.msu.edu/marketing
It costs nothing to get more details. Take the time, invest in yourself. You are worth it and your future self will thank you. Class sizes are limited, so please, check it out today.
This episode is brought to you by Momentive. You may have heard that SurveyMonkey’s parent company recently rebranded as Momentive, a leader in agile insights and experience management. The Momentive AI-powered insights platform is built for the pace of modern business so you can deeply understand your market, elevate your brand, and build winning products faster.
Momentive offers 22 purpose-built market research solutions that incorporate an AI engine, built-in expertise, sophisticated methodologies, and an integrated global panel of over 144M people to deliver meaningful insights in hours, not months. Momentive also has a team of market research consultants that can take on anything from research design to custom reporting as needed, so you can spend more time shaping what’s next for your organization.To learn more, visit momentive.ai
[00:00:00]
Jamin Brazil: Hi everybody, I'm Jamin. You are listening to the Happy Market Research podcast. My guest today is Laura Beavin Yates, SVP of customer success at Immersion. Immersion is a technology platform that measures people's unconscious neurological connection to an experience, or piece of content in real-time using their existing smartwatch. Prior to joining Immersion, Laura was the manager of research and development of the neuro and behavioral science center at Ipsos. Laura, welcome to the Happy Market Research podcast.
[00:00:36]
Laura Beavin-Yates: Thank you so much. Thank you for having me. I'm excited to be here with you today.
[00:00:40]
Jamin Brazil: As you know I've done hundreds of interviews with today's top minds in marketing research. Many of them trace their roots to Michigan State’s marketing research program.
My guest today is Stephen Griffiths, Director of Insights at Level2. Level2’s mission is remission for people with type 2 diabetes. Level2 is an all new personalized, digital care experience complete with coaching and clinical care, and informed by the latest in diabetes technology wearables.
With real-time information on how food, movement, stress, and sleep all impact glucose levels, Level2 helps people make small changes for big impact.
Prior to joining Level2, Stephen has been in many big companies and is the host of Digging for insights.
Find Stephen Online:
LinkedIn: https://www.linkedin.com/in/stephenrgriffiths/
Website: https://mylevel2.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
This episode is brought to you by Michigan State's Marketing Research program. Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?
Today, the program has tracks for both full-time students and working professionals.
They also provide career support assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State's Marketing Research students have accepted job offers 6 months prior to graduating.
The program has three formats:
The first is a Full-Time 100% Online program taught over 12-months starting in January 2022The second is a Part-Time 100% Online program that is 20-months. This one starts in May 2022 and is specifically designed for working professionals,And of course, they offer a Full-Time 12-month in-person experience that starts in September 2022
All programs include real-world experience and full-time job placement support.
If you are looking to achieve your full potential, check out MSMU's programs at:
broad.msu.edu/marketing
It costs nothing to get more details. Take the time, invest in yourself. You are worth it and your future self will thank you. Class sizes are limited, so please, check it out today.
This Episode is Sponsored by:
This episode is brought to you by Momentive. You may have heard that SurveyMonkey’s parent company recently rebranded as Momentive, a leader in agile insights and experience management. The Momentive AI-powered insights platform is built for the pace of modern business so you can deeply understand your market, elevate your brand, and build winning products faster.
Momentive offers 22 purpose-built market research solutions that incorporate an AI engine, built-in expertise, sophisticated methodologies, and an integrated global panel of over 144M people to deliver meaningful insights in hours, not months. Momentive also has a team of market research consultants that can take on anything from research design to custom reporting as needed, so you can spend more time shaping what’s next for your organization.
To learn more, visit momentive.ai
[00:00:00]
Jamin Brazil: Hey everybody. I'm Jamin. You're listening to the Happy Research Podcast. My guest today is Stephen Griffiths, Director of Insights at Level2. Level2's mission is remission for people with Type 2 diabetes. Level2 is an all new personalized digital care experience complete with coaching and clinical care. And informed by the latest in diabetes technology wearables. With real time information on how food, movement, stress and sleep all impact glucose levels. Level2 helps people make small changes for big impact. I know that sounded like a little bit of an infomercial, so I do apologize. I'm not trying to sell you Level2. I do feel like it is important though for you to level ...
Welcome to the CRC 2021 Highlights Series. Recorded live in Dallas, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event. In this interview, host Jamin Brazil interviews Tiffany Dixon, Sr. VP Field Management at Murray Hill National.
More about CRC 2021: https://www.insightsassociation.org/conference/crc-2021
Find Tiffany Online:
Website: https://murrayhillnational.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
[00:00:00]
Jamin Brazil: Hey everybody. You are listening to the Happy Market Research podcast live at CRC. The Insights Association is hosting us here at – in Dallas, Texas. It is a big state. My guest, Tiffany Dixon, Murray Hill National. I have used Murray Hill for almost three decades if that tells you anything about how long I’ve been in this space. Big fan. Tiffany, welcome to the show.
[00:00:23]
Tiffany Dixon: Thank you very much. Happy to be here.
[00:00:25]
Jamin Brazil: So tell me a little bit about Murray Hill.
[00:00:27]
Tiffany Dixon: Sure. Our core business is recruiting. So we focus on mainly quant recruiting. We also do some qual as well. And we have a brick-and-mortar focus group based in Dallas and then we partner with other facilities across the nation. So we can host any methodology, online, in person, you name it. And we’ve got a proprietary panel. We do consumer B2B and health care. Health care consists of patients, doctors, nurses, everything under the gamut there. And that’s – we’re all based in Dallas. So our core recruiting company is – we’re all in Dallas here. Yes, which is nice, which has been great too because you know everybody talks about the pandemic and everything like that, but we were lucky enough to be you know back in the office together recruiting quick; very quick.
[00:01:18]
Jamin Brazil: For sure. Well this is one of the first back to physical space, in person – that’s the word for that – events in market research. What do you think about getting back in person?
[00:01:29]
Tiffany Dixon: Oh I think it’s great. I think it’s definitely past time. We needed this. Everybody needs to get back seeing people. I think you know when you stay at home I mean you naturally start to become a little bit introverted and you miss that camaraderie and just the personal interaction, and you know the ideas that bounce off of each other. When you're you know stuck at home just behind your laptop you kind of lose that. You kind of – I feel like you lose.
[00:01:51]
Jamin Brazil: A hundred percent.
[00:01:53]
Tiffany Dixon: You lose the steam. And you know I like getting out every day and going to the office and going back home. It separates it, which is nice. And I think again, you're more creative. You know I had brain mush sometimes when I was sitting at home. I was like I need to get out. I need interaction, so.
[00:02:10]
Jamin Brazil: So it’s been really good for you it sounds like.
[00:02:11]
Tiffany Dixon: Yes.
[00:02:12]
Jamin Brazil: And obviously having a focus group facility really good for that as well.
[00:02:14]
Tiffany Dixon: Exactly.
[00:02:15]
Jamin Brazil: Thinking about 2021, I mean the pandemic has really digitized market research. It’s kind of like a time machine. I feel like we went ten years in the future and now we’re like right here.
[00:02:25]
Tiffany Dixon: Yep.
[00:02:26]
Jamin Brazil: What do you see as a trend moving into 2022 as a result of the pandemic?
[00:02:30]
Tiffany Dixon: You know I think we’re going to continue to see the online research.
Welcome to the CRC 2021 Highlights Series. Recorded live in Dallas, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event. In this interview, host Jamin Brazil interviews Digital and Social Content Marketing Manager at NetBase Quid.
More about CRC 2021: https://www.insightsassociation.org/conference/crc-2021
Find Sergio Online:
LinkedIn: https://www.linkedin.com/in/sergiooliveri/
Website: https://netbasequid.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
[00:00:00]
Jamin Brazil: Hi everybody, live from CRC here in Dallas, Texas. Sergio Oliveri.
[00:00:07]
Sergio Oliveri: Yes. Sergio Oliveri, yup.
[00:00:08]
Jamin Brazil: Oliveri. Excuse me. Net Base Quid is the name of this.
[00:00:13]
Sergio Oliveri: Net Base Quid, got to love that name, right?
[00:00:15]
Jamin Brazil: Tell me a little bit about the company.
[00:00:16]
Sergio Oliveri: Yeah, so Net Base Quid is an AI-powered consumer market intelligence tool. So basically we do social media listening and news media research.
[00:00:28]
Jamin Brazil: Got you.
[00:00:28]
Sergio Oliveri: Yeah. So it’s a platform somebody subscribes to and then they get it for a year. And we have like billions of sources. It’s crazy. There’s.
[00:00:38]
Jamin Brazil: So tell me about the use case.
[00:00:39]
Sergio Oliveri: Yeah, so for instance one of our customers, we work with a lot of big name brands, Yum Brands, Taco Bell. And we had a board member on the stage here at CRC in Dallas and he was talking about how he was part of the Taco Bell. He was the CMO of Taco Bell. And there’s a lot of different use cases with Taco Bell but one of my favorites is – so they’re trying to figure out how can they kind of – what could they do differently; what kind of – what’s out there; what are people talking about. And they discovered a big connection between Doritos and Taco Bell. So Doritos Locos Tacos.
[00:01:20]
Jamin Brazil: So they made that connection because they’re utilizing your platform and they saw the crossover?
[00:01:23]
Sergio Oliveri: Yeah, exactly. So it kind of fuels the research.
[00:01:27]
Jamin Brazil: Understood. So it’s like fodder for ideas and projects.
[00:01:30]
Sergio Oliveri: Right. And it’s in real time. So even like Dick Clark Productions, they did one of these big award shows that they do and they have like this war room. So you could see host A, host B. They saw host A wasn’t doing as good as host B so they gave host B more stage time and they pivoted.
[00:01:48]
Jamin Brazil: Yeah, makes sense. I love that.
[00:01:51]
Sergio Oliveri: There’s so many cool use cases. Go to NetBaseQuid.com/resources and you could see all of our testimonials and.
[00:01:58]
Jamin Brazil: Cool. We’re in person at CRC, which is pretty cool.
[00:02:01]
Sergio Oliveri: Isn’t it great?
[00:02:02]
Jamin Brazil: Yeah, what do you think about that?
[00:02:03]
Sergio Oliveri: Right. I’ve been – my only commuting has been from my bedroom to my living room. Yeah. So now I get to actually get on a plane and go places, but I love it. I talked to a lot of people at this event too and they’re all loving it and you know it’s kind of a hybrid. It’s a virtual and in person. And I still think you know this is the first event that I’ve been to since COVID, right, first conference. So it’s good to be back and I mean just a little plug here, we’re doing our live conference, Net Base Quid Live in New York and LA. So New York is going to happen November.
[00:02:36]
Welcome to the CRC 2021 Highlights Series. Recorded live in Dallas, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event. In this interview, host Jamin Brazil interviews Raj Manocha, CEO of Methodify.
More about CRC 2021: https://www.insightsassociation.org/conference/crc-2021
Find Raj Online:
LinkedIn: https://www.linkedin.com/in/raj-manocha-8616397/
Website: https://www.methodify.it/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
[00:00:00]
Jamin Brazil: Live from CRC here in Dallas. I've got Raj Manocha. Head of Sales CEO?
[00:00:09]
Raj Manocha: CEO of Methodify. CEO of one of our companies, yes.
[00:00:11]
Jamin Brazil: Of Delvinia.
[00:00:11]
Raj Manocha: Of Delvinia.
[00:00:12]
Jamin Brazil: That's right.
[00:00:13]
Raj Manocha: So Delvinia is- owns a lot different things, holding company. We own a company called Asking Canadians, which is data collection. Methodify, which was a research automation platform. And we do some consulting for data collection for weird and wacky stuff as well. So my role I'm CEO of Methodify, but I look after all the revenue across the organization as well.
[00:00:31]
Jamin Brazil: Across the whole organization.
[00:00:31]
Raj Manocha: Yes.
[00:00:33]
Jamin Brazil: So dual role?
[00:00:33]
Raj Manocha: Dual role yes.
[00:00:34]
Jamin Brazil: That's a heavy burden. For sure.
[00:00:37]
Raj Manocha: For sure. For sure but keeps it interesting. The world is moving at such a quick pace. And I think the industry itself is, particularly after COVID it's just become so fast. So people want sample, they want automation, they want what's the next big thing. So for us, it keeps it really interesting. For me, I love it. So there's something new every single day, particularly with the Methodify business. COVID's had this resurgence for research technology. You are seeing people buy it at unprecedented levels. Relooking at the research process, trying to get better, tighter, faster. And this word agile gets thrown around like crazy. But it's not just about speed, it's not just about cost, it's about process, right? So how do we get better, more efficient? Our industry hasn't really looked at process for such a long time. COVID was a great catalyst for that. So it's been interesting for us. We're up massively compared to last year and the year before that. So we expect big things, but I think the industry has really turned for a lot of this stuff as well.
[00:01:31]
Jamin Brazil: Right at the turn of the of the pandemic I had Adam on the show, and we had talked a lot about the transition that had taken place from in person to digital. Specifically around the workforce. Which has been pretty big. What sort of things are you guys taking out of that in terms of managing your workforce? Are you, now that things, are you retrenching back to in person or are you guys?
[00:01:58]
Raj Manocha: That's a great question. So we believe in the right framework for what we need to do. And so that, for a lot of our US staff, they are remote. We finally had our entire US team in the same place yesterday. Which was great.
[00:02:11]
Jamin Brazil: Here in Dallas?
[00:02:11]
Raj Manocha: Here in Dallas, we had - we flew everybody in. We did a couple meetings, but we haven't had the entire team meet everybody until the first time today or yesterday in person. So that was fantastic because that energy you can't replace. Our head office in Toronto, what we end up doing is having people come in for the right types o...
Welcome to the CRC 2021 Highlights Series. Recorded live in Dallas, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event. In this interview, host Jamin Brazil interviews Mike DeGagne, Vice President of Sales at Quantilope.
More about CRC 2021: https://www.insightsassociation.org/conference/crc-2021
Find Mike Online:
LinkedIn: https://www.linkedin.com/in/michaeldegagne/
Website: https://www.quantilope.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
[00:00:00]
Jamin Brazil: Live CRC. Gosh, I don't even know how many of these I've done. But this is an honor to have Quantilope with me. I've got Mike DeGagne, VP. Quantilope is the name of the business. They actually started out in Germany and now have a global presence. Mike, welcome to the podcast.
[00:00:16]
Mike DeGagne: Thanks for having me. It's my second time.
[00:00:18]
Jamin Brazil: I know. Now, the first time was a long-form interview that we did.
[00:00:21]
Mike DeGagne: I think it was, yeah.
[00:00:23]
Jamin Brazil: And pre-pandemic, is that right?
[00:00:25]
Mike DeGagne: Yes. It was my first month on the job so I didn't know anything. But I hopefully sounded like I did.
[00:00:32]
Jamin Brazil: Well, a lot has transpired since that particular moment and time. Let's talk a little bit about Quantilope. Tell us about the business.
[00:00:39]
Mike DeGagne: So I think it was three years ago when we did the initial one. I was the first US hire. Now, we have about 70 people in the US. We've grown considerably. I have 40 people on my team. We are hiring like crazy for sales, consulting, research, office administration. The whole deal for New York. We've grown out of our capabilities. We started out as a Quant solution for automation. We automated all these point solutions for doing research for the survey system, the data cleaning, waiting, fielding, visualization, stats package. Now, we've recently acquired and built on top a qual solution, video qual solution. We are combining qual and quant together. We are trying to overcome the insights dilemma.
[00:01:20]
Jamin Brazil: The qual solution that you've bolted on is asynchronous, correct?
[00:01:26]
Mike DeGagne: Correct.
[00:01:27]
Jamin Brazil: Got it. Some of the competitors like Voxpopme comes to mind. Any other companies that you like seeing that framework?
[00:01:34]
Mike DeGagne: I mean it's usually a needs case. We are not going to be like a company that competes for in-home ethnography or online focus groups. For some people, this is going to feel like a video qual solution. And for others, this is a new question type for quant. What they haven't been able to do.
[00:01:50]
Jamin Brazil: That's kind of the interesting thing about it. Quant, we all understand I mean it's euphemism for survey. But qual all over sudden, opens up this well, what are you exactly? I appreciate that clarity. I really see video qual or asynchronous qual as a material growth opportunity. Because eventually we will be doing qual at scale. As I said many times, a survey is literally just a conversation at scale. Video of course being the way that we have conversations in many cases now. Being able to be able to take that data in a video format, and then being able to analyze it and subsequently report on it is pretty important.
[00:02:35]
Mike DeGagne: For us, the way we think about overlaying qual is with quant, we get a tremendous amount of what data and how data. What do they do, and how much do they do, and how often they do it.
Welcome to the CRC 2021 Highlights Series. Recorded live in Dallas, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event. In this interview, host Jamin Brazil interviews Edward Staples, Senior Director of Business Development at Prodege.
More about CRC 2021: https://www.insightsassociation.org/conference/crc-2021
Find Edward Online:
LinkedIn: https://www.linkedin.com/in/edwardstaples/
Website: https://www.prodege.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
[00:00:00]
Jamin Brazil: Hey everyone. I'm with Edward Staples, senior director of Client Success at Prodege. Of course, I could probably pitch Prodege as well as anybody, but I'm going to let him do that. Tell us a little bit about the business.
[00:00:12]
Edward Staples: Thanks, Jamin. I appreciate the opportunity to do so. You could probably do at least as good a job as I could, but I'll give you what I like to tell to clients and I do it with excitement because I'm a genuine believer in the Prodege brand. I guess if we're known for anything it's that we have the largest proprietary panel of consumers in the industry. You've got 120 million people within the Prodege ecosystem that are available for survey taking, we also have behavioral data on them. So we're a great way to connect with the right consumers. More than anything, that's what we're known for. And we also do a number of other operational support things for our clients. So we program and hosts surveys, we consult on those. We do translations, we do this all over the globe, delivery of data, delivery of data visualization. So soup to nuts, stem to stern support, but always it starts with those consumers that we can get people in touch with.
[00:01:17]
Jamin Brazil: And the consumer is really the asset. Fraud rates have never been higher, especially on the open exchanges. 35 to 40% is the current amount, which is creating this environment of oversampling is kind of the new normal. Which, listen I'm- this is- I'm not in a hurry to try and put [INAUDIBLE sounds like: cast aside] - but I'm just saying categorically, this is sort of the issue that we're dealing with. How are you guys dealing with fraud prevention?
[00:01:39]
Edward Staples: I love that question. I have a theory that if somebody says great question, it's because you're asking the question they wanted you to ask, because it plays to a strength.
[00:01:46]
Jamin Brazil: I do that. By the way, this is not a sales pitch. I genuinely care about the answer to the question.
[00:01:50]
Edward Staples: Totally, this wasn't a setup. But it's a good question and it's very important to us because we are a proprietary panel and there's not a ton of those that are still left. And we feel like this matters a lot to the quality of the respondent and therefore of the data, and therefore of the business recommendation you're going to make your end client. At the end of the day, I'm not going to design a multimillion dollar Super Bowl commercial based on the answers from a thousand bots that are coming in from some survey farm. And I think Jamin, you're referring to this year, especially there's been an influx of these fake respondents, some bots, some actual human beings pretending to be Sally from the Midwest and John from the East coast or what have you. There's some things we've been doing all along that are important to keeping fraud rates down. We have the tools that you would hope a company would have in place, double opt in verification, identity verification, mobile device verification,
Welcome to the CRC 2021 Highlights Series. Recorded live in Dallas, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event. In this interview, host Jamin Brazil interviews Christina Corbett, Contract Recruiter at Suzy.
More about CRC 2021: https://www.insightsassociation.org/conference/crc-2021
Find Christina Online:
LinkedIn: https://www.linkedin.com/in/charismatichristina/
Website: https://suzy.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
[00:00:00]
Jamin Brazil: Live at CRC. We are the Happy Market Research Podcast. Christina Corbett. Did I say it right?
[00:00:05]
Christina Corbett: Hello. You did.
[00:00:07]
Jamin Brazil: Recruiter at Suzy.
[00:00:08]
Christina Corbett: Yes.
[00:00:08]
Jamin Brazil: Suzy has been blowing up.
[00:00:11]
Christina Corbett: Blowing up. Thank you. I’m going to take some credit for that.
[00:00:14]
Jamin Brazil: You should because really a company’s value I believe is largely a sum of the value of the employees.
[00:00:23]
Christina Corbett: Yes.
[00:00:23]
Jamin Brazil: So you're fulfilling a very important role by recruiting and retaining top talent.
[00:00:28]
Christina Corbett: Yes.
[00:00:28]
Jamin Brazil: But before we get into that tell me a little bit about Suzy.
[00:00:31]
Christina Corbett: So Suzy is your one-stop shop for all research. Our platform handles both qualitative and quantitative research all in one fell swoop so you don’t have to go for any outside products, any outside data. It is all found in our platform. It’s a quick turnaround. You get the best insights and your presentations are made directly in our platform so you don’t even have to go to PowerPoint if you don’t want to.
[00:00:52]
Jamin Brazil: Really cool.
[00:00:53]
Christina Corbett: Very cool.
[00:00:54]
Jamin Brazil: Love that. Of course you guys have had venture backed I believe, right. I've seen quite a few rounds of funding.
[00:00:59]
Christina Corbett: Yes, we are in our Series D funding, which we earned in July, $50 million. So we are so excited. You would have thought we were all getting $50 million but when someone explained to me I was still very excited; maybe a little less but still very excited.
[00:01:14]
Jamin Brazil: That’s hilarious. So we are in person.
[00:01:15]
Christina Corbett: Yes.
[00:01:15]
Jamin Brazil: This is one of the first in-person events post-pandemic. How is it for you getting back to?
[00:01:23]
Christina Corbett: You know it is strange because for a while there I was like I don’t know if this will ever be possible again so I’m very happy that it is. Waking up, you know more than 30 minutes before my first meeting was difficult but it was nice. I’m excited to actually see people fully, see people’s shoes and like see people walking around. I’m here with some of my coworkers who I’m meeting for the first time and like it is bizarre to see how tall people are in real life. So it’s great.
[00:01:51]
Jamin Brazil: The height thing is interesting, isn’t it?
[00:01:53]
Christina Corbett: It is. It changes the perspective a lot. I’m sad that people know that I’m short now but it’s fantastic.
[00:01:59]
Jamin Brazil: Me too.
[00:02:01]
Christina Corbett: No.
[00:02:02]
Jamin Brazil: We should start a support club.
[00:02:04]
Christina Corbett: Short-port. No, I like that better, short support. There you go. Yeah. You know, innovative.
[00:02:10]
Jamin Brazil: So a lot of disruption in our space.
Welcome to the CRC 2021 Highlights Series. Recorded live in Dallas, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event. In this interview, host Jamin Brazil interviews Bryant Leech, Vice President, Agile Insights & Platform Solutions at InnovateMR.
More about CRC 2021: https://www.insightsassociation.org/conference/crc-2021
Find Bryant Online:
LinkedIn: https://www.linkedin.com/in/bryant-leech-1822a0b/
Website: https://www.innovatemr.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
[00:00:00]
Jamin Brazil: Hey everybody. Thanks so much for tuning into the Happy Market Research Podcast. I am Jamin live today at CRC in Dallas, Texas. I have with me right now Bryant Leech, Innovate MR. He is the VP of agile insights and platform solutions. Sir, welcome back to the podcast.
[00:00:18]
Bryant Leech: Yeah, this is my second time on it.
[00:00:20]
Jamin Brazil: Yeah, we’re in person though for the first time, you and I together.
[00:00:22]
Bryant Leech: That’s true. Yes. This is the first time we’ve actually met. It’s great.
[00:00:25]
Jamin Brazil: It’s kind of cool.
[00:00:26]
Bryant Leech: Great to meet you.
[00:00:28]
Jamin Brazil: For sure. So tell me – I mean Innovate MR has been all over the place. You guys have had a thriving success through the pandemic. Tell me about the business.
[00:00:38]
Bryant Leech: Yeah, so I was doing managed services before with Nielsen for quite a while. I just saw the trend kind of moving towards you know sort of quick, faster sort of solutions. And we had been using – at Nielsen we were using Innovate MR quite a bit for their panel solutions. And I just saw that there was quite a big trend, more and more proposals we were sending out were getting beat by faster players in the space. And so I just kind of found that this was maybe a perfect place for me. They were developing sort of a – it’s kind of a faux pas in the industry right now, a DIY solution, so quick, fast survey solution on top of their panel platform. It was already kind of what we saw as being very quality. And so that’s why I ended up joining with them. They do a lot of – so they’re originally a panel company working on quality panelists and then building onto that sort of a DIY solution. So it’s been great.
[00:01:34]
Jamin Brazil: Yeah, I read about the DIY solution. I also read about your new CEO.
[00:01:38]
Bryant Leech: Yes, we are very excited about Lisa joining us as our new CEO – not joining us but getting promoted to CEO. So yeah, she’s great. I pull her into way too many conversations than she probably deserves to be.
[00:01:50]
Jamin Brazil: Or needs to be.
[00:01:51]
Bryant Leech: Yes, exactly.
[00:01:52]
Jamin Brazil: Yeah, for sure. She’s a powerhouse in the industry and I got to be honest. I think that was a genius move joining one of the few female CEOs in the space.
[00:02:01]
Bryant Leech: Absolutely.
[00:02:02]
Jamin Brazil: Congratulations. Well, what do you think – I know it’s early in the show but what do you think about getting back to in-person meetings?
[00:02:08]
Bryant Leech: It feels great to be back with everybody. You know I think it’s good to see faces again rather than just small little LinkedIn profiles or on the screen with their crazy backgrounds and things like that, right over these last 18 months.
[00:02:22]
Jamin Brazil: Yeah, for sure. Do you have any specific expectations with the show?
[00:02:27]
Bryant Leech: You know I don’t know exactly.
Welcome to the CRC 2021 Highlights Series. Recorded live in Dallas, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event. In this interview, host Jamin Brazil interviews Ben Kappes, Account Executive at Focus Groups of America.
More about CRC 2021: https://www.insightsassociation.org/conference/crc-2021
Find Ben Online:
LinkedIn: https://www.linkedin.com/in/benkappesfga/
Website: https://focusgroupsofamerica.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
[00:00:00]
Jamin Brazil: Hey everybody. I’m Jamin. You're listening to the Happy Market Research Podcast live at CRC in Dallas, Texas. Ben Kappes – nailed it – account executive, Focus Groups of America is the name of the company. Ben, thank you so much for joining me on the Happy Market Research Podcast.
[00:00:18]
Ben Kappes: Thank you for having me on.
[00:00:19]
Jamin Brazil: All right, so here we are live in person. Tell me a little bit about your business.
[00:00:24]
Ben Kappes: Well I guess in short FGA is a full-service research supplier and we partner with market research teams and consultants by providing them with a turnkey solution or ala carte services to support their research.
[00:00:37]
Jamin Brazil: Got it. Give me an example.
[00:00:39]
Ben Kappes: Our main services are things like recruiting and videography, but we do a lot of facilitation services as well, whether it’s online or in person at a facility.
[00:00:48]
Jamin Brazil: Well given that you guys were predominately it sounds like in-person business pre-pandemic, the pandemic would have impacted you pretty dramatically. What do you think about getting back in person? How is that impacting you?
[00:00:59]
Ben Kappes: It’s pretty great to be back to in person. I mean the pandemic was certainly interesting. We took a pretty dramatic shift. I guess pre-pandemic the majority of our work, I’d say like 90 percent was in person. But throughout the pandemic we’ve been seeing nothing but online research, which I’m sure most people in the industry have been as well. But it’s certainly interesting getting back into in person but really I’m kind of indifferent one way or the other.
[00:01:28]
Jamin Brazil: Almost agnostic in terms of online, digital, just methodologies now.
[00:01:34]
Ben Kappes: Yeah, I mean in person is certainly fun. It’s nice to get out of the office. But I mean online research certainly has its benefits as a lot of people have found over the last years.
[00:01:44]
Jamin Brazil: What do you see as a trend coming out of the pandemic that’ll carry us into 2022?
[00:01:49]
Ben Kappes: I really – I’ve seen a lot of people that are planning on continuing to go with online methodologies. They find it to be cheaper, more convenient both for them and their clients. And really it just works better for them. So they’re more than happy to tune into a Zoom call and you know gather their insights in that way.
[00:02:08]
Jamin Brazil: Yeah, so you're seeing Zoom as like one of the platforms that people are turning to for online qual?
[00:02:12]
Ben Kappes: Yeah, a lot of people are using Zoom. I know there’s a few different you know platforms available. We actually offer our own. But ours is actually built off of Zoom. We found it to be the most robust platform and really the platform that let us tailor it for market research the best.
[00:02:30]
Jamin Brazil: Yeah, for sure. Zoom’s – we use Zoom as well and it’s been – it is just like amazing, the quality, the consistency,
My guest today is Naomi Henderson, CEO/Co-Founder of RIVA Market Research and Training Institute.
RIVA, founded in 1981, as a qualitative market research services company.
In 1982, RIVA established its moderator training division to meet growing demands from researchers for training in effective qualitative research techniques.
Today, the RIVA Training Institute enjoys an international reputation for its experiential curricula in fundamental and advanced qualitative market research methodologies.
Prior to starting RIVA, she spent the previous 17 years working for some of the companies known as beltway bandits and opinion research corporation.
Find Naomi Online:
LinkedIn: https://www.linkedin.com/in/naomi-henderson-7885b42/
Website: https://www.rivainc.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
This episode is brought to you by Momentive. You may have heard that SurveyMonkey’s parent company recently rebranded as Momentive, a leader in agile insights and experience management. The Momentive AI-powered insights platform is built for the pace of modern business so you can deeply understand your market, elevate your brand, and build winning products faster.
[00:00:00]
Jamin Brazil: Hey everybody, I'm Jamin. You're listening to the Happy Market Research podcast. My guest today is Naomi Henderson. CEO, co-founder of Riva Market Research and Training Institute. Riva was founded in 1981. As a qualitative market research services company. In 1982, Riva established its moderator training division to meet growing demands from researchers for training in effective qualitative research techniques. Today, the Riva Training Institute enjoys an international reputation for its experiential curriculum in foundational and advanced qualitative market research methodologies. Prior to starting Riva, Naomi spent the previous 17 years working for some of the companies known as Beltway Bandits, and Opinion Research Corporation. Naomi, thank you for joining me on the Happy Market Research podcast today.
[00:00:56]
Naomi Henderson: Glad to be here. Thank you.
[00:01:00]
Jamin Brazil: This episode is brought to you by Momentive. You may have heard that survey monkey is parent company recently rebranded as Momentive. A leader in agile insights and experience management. The Momentive AI powered insights platform is built for the pace of modern business, so you can deeply understand your market, elevate your brand, and build winning products faster. Momentum offers 22 purpose built market research solutions that incorporate an AI engine, built in expertise, sophisticated methodologies and an integrated global panel of over 144 million people to deliver meaningful insights in hours, not months. Momentive also has a team of market research consultants that can take on anything, from research design to customer reporting as needed. So you can spend more time shaping what's next for your organization. To learn more, visit momentive.ai. That's M-O-M-E-N-T-I-V-E.ai. Probably none of our listeners know what the Beltway Bandits are. Can you give us a brief intro?
[00:02:03]
Naomi Henderson: Sure thing. Living in the DC area, there's so many terms and acronyms for what goes on around here. And around our city is a pair au fi? A periphery of highways called the Beltway. And inside the beltway rents are high. And outside the Beltway rents are lower for office space. So a lot of companies that serve as vendors to the federal government work outside the Beltway, but right on the periphery. And so you write a proposal,
My guest today is Pepper Miller, a principal consultant and an award-winning market researcher and speaker.
In 1995, Pepper founded Hunter-Miller Group, a market research and marketing strategy company. She followed this by being the lead consultant in the largest study about African Americans in 2008. It was called the Black American Today Segmentation Study.
Today, Pepper is the president of the Hunter-Miller Group, author of, “Black Still Matters in Marketing,” and co-author of, “What's Black About It?”
Find Pepper Online:
LinkedIn: https://www.linkedin.com/in/peppermiller
Twitter: https://twitter.com/peppermiller
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
This episode is brought to you by Momentive. You may have heard that SurveyMonkey’s parent company recently rebranded as Momentive, a leader in agile insights and experience management. The Momentive AI-powered insights platform is built for the pace of modern business so you can deeply understand your market, elevate your brand, and build winning products faster.
Momentive offers 22 purpose-built market research solutions that incorporate an AI engine, built-in expertise, sophisticated methodologies, and an integrated global panel of over 144M people to deliver meaningful insights in hours, not months. Momentive also has a team of market research consultants that can take on anything from research design to custom reporting as needed, so you can spend more time shaping what’s next for your organization.
To learn more, visit momentive.ai
[00:00:00]
Jamin Brazil: Hi, I'm Jamin. You are listening to the Happy Market Research Podcast. My guest today is Pepper Miller, a principal consultant and an award-winning market researcher and speaker. In 1995, Pepper founded the Hunter Miller Group, a market research and marketing strategy company. She followed this, by being the lead consultant in the largest study about African Americans in 2008. It was called the Black American Today Segmentation Study. Today, Pepper is the president of the Hunter Miller Group, author of Black Still Matters and What's Black About It. This episode is brought to you by Momentive. You may have heard that Survey Monkey's parent company recently rebranded as Momentive, a leader in agile insights and experience management. The Momentive AI powered insights platform is built for the pace of modern business so you can deeply understand your market, elevate your brand, and build winning products faster. Momentive offers 22 purpose-built market research solutions that incorporate an AI engine, built in expertise, sophisticated methodologies, and an integrated global panel of over 144 million people to deliver meaningful insights in hours, not months. Momentive also has a team of market research consultants that can take on anything from research design to custom reporting as needed so you can spend more time shaping what's next for your organization. To learn more, visit Momentive. AI, that's M-O-M-E-N-T-I-V-E. AI. The Insights Association seeks to recognize as laureates outstanding, peer-nominated members with distinguished careers and contributions who have advanced and benefited the Insights Association. This is considered a life-time recognition of distinction in the field rather than a reward for a specific achievement. Pepper, tell me what does it mean for you to have been acknowledged by the Insights Association as an IPC laureate?
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Pepper Miller: Honored and humbling. Thank you for nominating me, Jamin. I know you had something to do with that.
Welcome to the SampleCon 2021 Highlights Series. Recorded live in Pasadena, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event. In this interview, host Jamin Brazil interviews Vignesh Krishnan, CEO of Research Defender.
More about SampleCon 2021: https://samplecon.com/
Find Vignesh Online:
LinkedIn: https://www.linkedin.com/in/vignesh-krishnan-08846aa/
Email: vkrishnan@researchdefender.com
Website: https://researchdefender.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
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Jamin Brazil: Hi everybody. Another interview from SampleCon. This is actually the last interview that I'm doing at the show, live on the show. I'm with my good friend Vignesh. SampleChain been rebranded Research Defender. Huge honor to have you.
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Vignesh Krishnan: Thank you.
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Jamin Brazil: What do you think about SampleCon?
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Vignesh Krishnan: It's great. It's my favorite of the year. I was fortunate enough to go to the first one and I think I've been managing to go to each one since. I have to admit I might have snuck into a few. But that was because I was in New Orleans and the hotel was down the street and so on and so forth, so you just go to meet friends. It's great so far. And I love Pasadena, I love the hotel. It's great.
[00:00:41]
Jamin Brazil: Of course SampleCon started by Patrick Comer and crew at Lucid. Then was it Fulcrum? No Federated Sample.
[00:00:47]
Vignesh Krishnan: Federated Sample.
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Jamin Brazil: Federated Sample. I always call it Fulcrum, I don't know why.
[00:00:50]
Vignesh Krishnan: That's the other division that they had. But I think it's all rolled up into this one.
[00:00:54]
Jamin Brazil: Lucid. Anyway, so of course it gives you probably access to the show if you needed it. So you weren't being too sneaky?
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Vignesh Krishnan: Exactly, yeah.
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Jamin Brazil: It's not like me in high school, sneaking into the movie theater?
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Vignesh Krishnan: No, exactly.
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Jamin Brazil: So Research Defender, tell us about it?
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Vignesh Krishnan: So our job is to help improve the data quality in the industry as well as fight fraud. We do a few other things including helping suppliers and buyers increase their conversions, because as you can imagine it's a pretty highly connected industry via API's. So a lot of the work we do is on that front trying to fight fraud. Like I said, increase data quality, increase conversions. Just have a better cleaner healthier ecosystem specifically on the quant side, but we do qual work as well obviously online.
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Jamin Brazil: So when you think about the issues of fraud, what do you think is driving it?
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Vignesh Krishnan: It's easy, money. So that's usually the fundamental driver. Because if there isn't that, then there is no incentive and hence you don't have fraud. So I would say that continues to be the biggest one. I think there are some theories about potentially changing opinions and so on and so forth like we saw around the election situation again in the last few years. I personally don't think that's the biggest driver around fraud in the industry. I simply come, think it comes down to incentive.
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Jamin Brazil: Monetary framework. That's right. On social media I've been experiencing about 18.5 percent fraud. By fraud I define that as somebody says they are somebody else. In other words they are not who they say they are. Sometimes it's,
Welcome to the SampleCon 2021 Highlights Series. Recorded live in Pasadena, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event. In this interview, host Jamin Brazil interviews Timothy McCarthy, General Manager at Imperium.
More about SampleCon 2021: https://samplecon.com/
Find Timothy Online:
LinkedIn: https://www.linkedin.com/in/timothy-mccarthy-3423a553/
Email: tmccarthy@imperium.com
Website: https://www.imperium.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
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Jamin Brazil: Hey, everybody. I am joined by Tim McCarthy, GM of Imperium Sample.
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Tim McCarthy: Yep. Not Sample.
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Jamin Brazil: Just Imperium. Just Imperium. Just Imperium.
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Tim McCarthy: Yeah.
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Jamin Brazil: Got it. Sorry about that. We are live on the floor of SampleCon. I'm super jazz to be here in person, how about yourself?
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Tim McCarthy: Absolutely. I think everyone's been dying for this to happen over the last two and a half years. People haven't even been able to get in front of their customers in their own offices or in their offices, right? So this is a great, great opportunity to meet up with potential customers, current customers that you haven't seen in forever. And it's been a really good time.
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Jamin Brazil: That's outstanding. I know, it's- I'm very simple for SampleCon for- I mean, it's a risk in some ways, right?
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Tim McCarthy: Yeah. Yeah. Absolutely.
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Jamin Brazil: Putting this on.
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Tim McCarthy: Yeah. They put out that olive branch and people grabbed it, it was nice.
[00:00:45]
Jamin Brazil: Yeah. That's right. What do you think about the show so far?
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Tim McCarthy: Show's been great. I really like the way SampleCon kind of approaches their conference. And it's not overly content heavy where you're constantly just sitting and listening to people present about how good their company is. They try to make it thought provocative, like thinking about things, panels, and give a lot of time to interact. There's 15, 20 minutes here, 30 minutes there, just meet up with everyone. So I really like the format of that and I think it's what's needed right now. People need some time to just talk rather than just sit and watch someone present to. And the content that they put together is fantastic and I think they've hit nail on the head in terms of things that people are really interested in and changes that happened over the last year and a half that people haven't been able to get together and talk about.
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Jamin Brazil: Yeah. For sure. There actually hasn't been any that I've heard anyway, like sales pitches from the stage.
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Tim McCarthy: No. Absolutely not. And that's the nicest thing. It's like you have a whole array of people on that stage and most of them are even competitors and they're just talking about what's next, what's been going on, and how can we improve the industry.
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Jamin Brazil: So the COVID pandemic, shelter in place, what's your big learning?
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Tim McCarthy: So COVID was interesting for me because I started working as a GM at Imperium starting March of last year. So I came on board, shelter in place happened. And I was like, all right. I had all these plans to get our teams together and meet up, so it was a lot of Zoom meetings and phone calls and a lot of that over the last couple of years. We focus in fraud prevention and data quality services,
Welcome to the SampleCon 2021 Highlights Series. Recorded live in Pasadena, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event. In this interview, host Jamin Brazil interviews Ted Pulsifer, Executive Vice President of Enterprise Solutions at Schlesinger Group.
More about SampleCon 2021: https://samplecon.com/
Find Ted Online:
LinkedIn: https://www.linkedin.com/in/tedpulsifer/
Website: https://www.schlesingergroup.com/en/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
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Jamin Brazil: Ted Pulsifer, we are live today on the show floor of SampleCon.
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Ted Pulsifer: Hi, Jamin. Thanks for having me.
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Jamin Brazil: It's 2021. This is my first live event. How's it going for you?
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Ted Pulsifer: It's great. This is my first live event in about a year and a half other than a couple select meetings, so it feels wonderful.
[00:00:22]
Jamin Brazil: It's just so nice to be able to see people. What do you think about the show so far?
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Ted Pulsifer: So far it's great. This is a perfect time. I just got done hosting a panel and have done some other events we sponsored, and so it's just been great to switch gears and be a participant and start looking and observing. And it's been great. Really good conversation. A lot of new faces. I had a panel of three and two of them were first-time SampleCon attendees, which speaks about their growth.
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Jamin Brazil: Yes, for sure. What do you think about the pandemic in terms of how it's impacted you?
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Ted Pulsifer: It's interesting. So we sold our business to Schlesinger and actually finalized that in February of 2020, so I kind of felt like the last person to get a table at their favorite restaurant if you will. And we just walked into that, and then of course didn't see anything coming. So unfortunately a lot of the plans and everything that we had to collaborate with our qualitative business and our quantitative business sort of got put on hold, the in-person work. But a couple of advantages that we had is a lot of clients in our business that do traditionally in-person qualitative work that were interested in doing digital qual, but "maybe I'll try it later," they were all sort of forced to do it immediately if they wanted to hear from their customers. And we also saw the cadence, the need to hear from customers evolve from maybe quarterly to monthly, and in some cases daily. We ran a ton of surveys around COVID and started doing a lot of qualitative events on change of purchase habits, everything, parenting across the board. So we actually saw it as somewhat of a business accelerator.
[00:01:49]
Jamin Brazil: So interesting. You've got a lot of - thinking about Schlesinger as one of the big names inside of the industry from both a size and also from a reach perspective and just the fact you've been around so long, how is it working for them?
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Ted Pulsifer: It's great. It's really interesting because we went from this seven- to eight-year-old startup that was really based on technology and did a lot of work in one sort of segment of the market, which is online consumer and B2B, and then found ourselves part of a 50-year-old organization that was started by our CEO's mom in her house. And so just to live that experience of the best of the old, the best of the new. And so now our - some of the positives that we have is we've got a lot of relationships, a lot of qualitative customers that we can start working with and bring them value from the new c...
Welcome to the SampleCon 2021 Highlights Series. Recorded live in Pasadena, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event. In this interview, host Jamin Brazil interviews Roddy Knowles, VP, Product and Research Innovation.
More about SampleCon 2021: https://samplecon.com/
Find Roddy Online:
LinkedIn: https://www.linkedin.com/in/roddyknowles/
Email: knowles@feedbackloop.com
Website: https://feedbackloop.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
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Jamin Brazil: Hey, everybody. I am joined by Roddy Knowles. My God, man, we've known each other a long time.
[00:00:09]
Roddy Knowles: Has been a long time. Yeah.
[00:00:10]
Jamin Brazil: Feedback Loop is where you are. Tell me about Feedback Loop. Let's start there.
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Roddy Knowles: Sure. So we're an agile research platform for rapid consumer feedback. And, so, to unpack that a little bit, agile research is something that everybody's been talking about over the last couple of years, maybe a bit of a buzz word, but that's what we've been doing, really, from the onset, is focusing on doing research in agile way to support teams that work in an agile way. So one of the things that differentiates us is we work with a lot of non-researchers, really geared towards doing- Towards providing a platform for non-researchers to use. It has guardrails in, so they can conduct research safely, get fast, easy, reliable data. Work with research teams too, a lot of them [INAUDIBLE] multiply what they are doing to support teams that need to move fast, product teams, marketing teams, teams like that. So, yeah, that's pretty much what we're up to in a nutshell.
[00:00:52]
Jamin Brazil: Is it predominately quant?
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Roddy Knowles: We just- You weren't in the panel, Jamin, we were talking about, is it quant, is it qual, is it neither?
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Jamin Brazil: I know
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Roddy Knowles: I'd say it's neither. I call it agile research. It's really interesting, if you talk to UX researchers, they might say, "This is quant because the sample size if 50." But, for more quant researchers, they might, like I said, "This is qual because of certain elements of sample size or quotas that-" How we're approaching that, whatever. So depends on who you ask. I'd say it's neither. And I say it honestly doesn't matter that much
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Jamin Brazil: Side note, Mom, if you're listening, I am attending the conference. I would've been in the session, except I was doing the podcast.
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Roddy Knowles: Yeah. Well, we all have our priorities. Yeah.
[00:01:32]
Jamin Brazil: Good. So what do you think about the conference so far?
[00:01:37]
Roddy Knowles: This is my first SampleCon, so did not attend when I was on the Research Now side. Now that I'm allowed to attend, I'm here. So that's good. It's been fun. So it's been good. It's been good to have in person conference again, obviously. I am having a little bit of a flashback, I'd say, to what I've seen at other conferences where we get on stage and we talk about these cool things and then, what are we gonna do next? So, now, that's what's sort of in my head, is where do we take these conversations? It's fun to hear them. There seems to be a lot of sort of alignment on what the problems are. We're not solving anything on stage or providing solutions. So my question for us, maybe for you, for everybody, is like, where do we go from here? What are we gonna do next? I'm excited to be here, cool. But, now what?
Welcome to the SampleCon 2021 Highlights Series. Recorded live in Pasadena, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event. In this interview, host Jamin Brazil interviews Patrick Comer, Founder and CEO of Lucid.
More about SampleCon 2021: https://samplecon.com/
Find Patrick Online:
LinkedIn: https://www.linkedin.com/in/comerpatrick/
Website: https://luc.id/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
[00:00:04]
Jamin Brazil: Hey, everybody, I have with me a special guest - Patrick Comer - Who has been a dear friend of mine since I started in the industry - Well, not technically in 1996, but right around 2000 working at OTX. And we've sort of been - I would say - Brothers growing up in -
[00:00:19]
Patrick Comer: Brothers in arms since the beginning.
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Jamin Brazil: In arms, that's right. Yeah, no kidding. I remember when you started Lucid Fulcrum, I think -? Is that right?
[00:00:25]
Patrick Comer: It was Federated Sample. Because I'm really good at branding.
[00:00:26]
Jamin Brazil: Federated, Federated. That's right. Federated Sample. Lucid certainly nailed it.
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Patrick Comer: Yeah, much better.
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Jamin Brazil: Much better. And also, the godfather of SampleCon, where we are blessed to be today. Welcome to the show, sir.
[00:00:39]
Patrick Comer: I'm super thrilled to be here. I've never done a podcast in front of everyone else. Slightly awkward. You can hear all the background noise of how awesome things are going.
[00:00:49]
Jamin Brazil: It is a packed house.
[00:00:50]
Patrick Comer: Yes, it is.
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Jamin Brazil: A lot of energy. I've done quite a few interviews so far. Everybody is so thankful that we have the opportunity to be able to get together. Seriously, thank you for starting this.
[00:01:03]
Patrick Comer: Absolutely. It's wild to see it so energetic and passionate after you're out of the situation. I remember telling Rachel early on that we'll know SampleCon is successful when I'm no longer involved. And to see such a strong board, to see such strong and passionate sponsors, and to really see the entire industry all together here is worth that risk. Because you can imagine how they get you. Is that really the right choice? Are you supposed to let go? Are you supposed to let everyone else run the baby? The desire was it would be a neutral ground. Territory for all. That we could have a real conversation. Sometimes you have to realize the only way to make that happen is to get out. What is also incredible is Rachel and the board have taken it to a level that we never would have if it was just Lucid. I didn't understand that it would expand far greater than I would have imagined by letting it go.
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Jamin Brazil: It's been three years that you haven't run it, but there has only been two sessions, or two instances, you haven't. What is it like for you attending and not being in charge of it?
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Patrick Comer: Oh, so much better. So much less stress to not actually - It's much better to be the attendee than to run it. Just ask anybody who has run a conference before. You have to let - Or I have to let the agenda - The primary reasons that we're here be in everyone else's hands. It's no longer my story, or the things that I think are important are the things that are important. Literally, it's us, not just what I'm coming up with.
[00:02:32]
Jamin Brazil: SampleCon is this - There is not another space inside the market research space that is as comp...
Welcome to the SampleCon 2021 Highlights Series. Recorded live in Pasadena, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event. In this interview, host Jamin Brazil interviews Mario Carrasco, Co-Founder & Principal of ThinkNow.
More about SampleCon 2021: https://samplecon.com/
Find Mario Online:
LinkedIn: https://www.linkedin.com/in/marioxcarrasco/
Website: https://thinknow.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
[00:00:00]
Jamin Brazil: Everybody, day two of SampleCon. I have Mario Carrasco, ThinkNow. Sir, welcome.
[00:00:11]
Mario Xavier Carrasco: Thank you very much. Good to see you, Jamin.
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Jamin Brazil: Good to see you again.
[00:00:15]
Mario Xavier Carrasco: Yeah. Yeah.
[00:00:16]
Jamin Brazil: Wow.
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Mario Xavier Carrasco: First in person.
[00:00:19]
Jamin Brazil: What a joy, huh?
[00:00:19]
Mario Xavier Carrasco: I don't think I saw- I don't even-
[00:00:21]
Jamin Brazil: Have we not met in person?
[00:00:22]
Mario Xavier Carrasco: Think I saw your- We have.
[00:00:23]
Jamin Brazil: We have. I thought so.
[00:00:24]
Mario Xavier Carrasco: We have. But I was on your podcast during the pandemic.
[00:00:28]
Jamin Brazil: That's right.
[00:00:29]
Mario Xavier Carrasco: There was no video.
[00:00:30]
Jamin Brazil: There wasn't any video. And I never do video on my podcasts. Yeah. And the reason why is I'm ugly.
[00:00:39]
Mario Xavier Carrasco: I don't do video. I've never said that out loud, but that's exactly why I don't do video either.
[00:00:46]
Jamin Brazil: I mean, it adds a whole 'nother layer of complexity, honesty.
[00:00:49]
Mario Xavier Carrasco: Right. Right.
[00:00:49]
Jamin Brazil: Yeah. Totally. And, then-
[00:00:50]
Mario Xavier Carrasco: You're self-aware about how your face looks when you say things, which is unnecessary.
[00:00:56]
Jamin Brazil: Exactly. Thank you very much for that. And, on top of it, it adds a whole layer of complexity to production, which we're just not set up to be able to cope with. But, yeah. Having said that, we are live in person. What do you think about the show?
[00:01:11]
Mario Xavier Carrasco: It's amazing. I mean, it's great to be around people. I was super anxious, to be honest, coming in. I'm somewhat of an introvert by nature, but the pandemic has made me appreciate these in person experiences more. So I'm soaking it in. It's nice.
[00:01:29]
Jamin Brazil: Yesterday, I- So I'm an introvert. And I actually have a little social anxiety when it comes to these kinds of events. You're nodding your head. It was hard for me, I'm not gonna lie.
[00:01:40]
Mario Xavier Carrasco: No
[00:01:40]
Jamin Brazil: It was- And I had gotten used to flexing that muscle pre-COVID, but having a whole year and a half where I didn't have to, I was- It really made me feel like the first time, that kind of sort of fear and will they like me? Like it's a high school or some stupidity like that, right?
[00:01:55]
Mario Xavier Carrasco: Yeah. Well, so, for me though, I think I went the opposite way in the pandemic. I much more grateful now. I think I used to just not look forward to these at all. I went begrudgingly. But, now, I'm thankful.
[00:02:11]
Jamin Brazil: Yeah. You can have it.
[00:02:13]
Mario Xavier Carrasco: I'm appreciating it. Yesterday was difficult though because I'm here local. So I got here eight am, meetings all day, and I didn't have a hotel room.
Welcome to the SampleCon 2021 Highlights Series. Recorded live in Pasadena, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event. In this interview, host Jamin Brazil interviews Jonathan Kurzner, EVP - Head of Americas at Cint.
More about SampleCon 2021: https://samplecon.com/
Find Jon Online:
LinkedIn: https://www.linkedin.com/in/jonathan-kurzner-86277411/
Email: Jonathan.Kurzner@cint.com
Website: https://www.cint.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
[00:00:00]
Jamin Brazil: Hey, everybody. I am live today at SampleCon. My guest, Jon Kurzner. VP or GM -
[00:00:10]
Jon Kurzner: EVP of the Americas.
[00:00:11]
Jamin Brazil: EVP of Americas. It's a big area.
[00:00:13]
Jon Kurzner: Huge, yes.
[00:00:14]
Jamin Brazil: Cint. Welcome.
[00:00:16]
Jon Kurzner: Thanks. First SampleCon. Great to be here.
[00:00:19]
Jamin Brazil: Good. Welcome. What'd you do before Cint?
[00:00:21]
Jon Kurzner: So I worked at a company called Ernest Research. It was doing alternative data products, so selling the stuff into corporates, financial firms, and consulting firms. And so that's what attracted me to come here, marry that world up with what's going on in market research.
[00:00:34]
Jamin Brazil: Very cool, very cool. So what do you think about the show?
[00:00:36]
Jon Kurzner: It's been a great show. So I joined as I said last year in the middle of the pandemic, so this has been a great opportunity for me to not only meet people at Cint, which has been the first time meeting in-person, but also a bunch of people that I've talked to on Zoom and emailed with and put some names with some faces. So really enjoyed it.
[00:00:51]
Jamin Brazil: That's awesome. Favorite - have you been able to attend any sessions?
[00:00:55]
Jon Kurzner: Yes.
[00:00:56]
Jamin Brazil: Do you have a favorite callout moment in the session so far?
[00:00:58]
Jon Kurzner: So the conversation around talent, hiring, retaining, office spaces, just trying to make sure that we're doing everything we can in order to put people in a good spot now that we're hopefully coming toward the end of this thing I think has been the biggest theme here. We touched on it in a couple of the different sessions, so it's been great to compare notes and hear what people are thinking and saying.
[00:01:17]
Jamin Brazil: That's really cool. COVID, how did it impact you guys?
[00:01:21]
Jon Kurzner: So I guess high-level, look, at the end of the day, Cint, we're trying to automate the process for insights-gathering. And so when companies are looking to see "should we digitize, how can we create technology in a way to interact in more efficient manner," that works really well for us. And so the types of conversations we're having both with our clients, with our supply partners around making that stuff easier and building a process on top of our technology I think has worked really well for our business. And it's just been a great kind of initial foray into the space for me.
[00:01:52]
Jamin Brazil: Who's your ideal customer?
[00:01:54]
Jon Kurzner: So we have a whole bunch of different people that we work with. It's a very good question. So I don't want to leave anybody out. But the conversations I'll say -
[00:02:01]
"Anyone who spends money with me."
[00:02:03]
Jon Kurzner: That's it. Anyone with a research question, we'll take him and I'll talk to him. But I think when we're at our best, it's talking about building a process on top of our techn...
Welcome to the SampleCon 2021 Highlights Series. Recorded live in Pasadena, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event. In this interview, host Jamin Brazil interviews Howard Fienberg, Senior VP of Advocacy at Insights Association.
More about SampleCon 2021: https://samplecon.com/
Find Howard Online:
LinkedIn: https://www.linkedin.com/in/howardfienberg/
Website: https://www.insightsassociation.org/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
[00:00:00]
Jamin Brazil: Hey, everybody. Live at SampleCon. Howard Fienberg, Insights Association, D. C. lobbyist. It is a pleasure to finally put a face to the name, sir.
[00:00:11]
Howard Fienberg: Likewise, Jamin. Nice to see you in person.
[00:00:13]
Jamin Brazil: Yeah. We're at SampleCon. What's it like being with people?
[00:00:17]
Howard Fienberg: It's kind of cool. Been very excited to be here and to just talk to people in person. And I've had a lot of fun.
[00:00:25]
Jamin Brazil: A lot of people, a lot of market researchers, don't fully- Including myself- Don't fully understand the role that you've played in maintaining our rights to be able to gather information from consumers and for consumers to be able to give us information that we can use to inform business decisions among the brands that we love. Tell us a little bit about your job and what you're doing.
[00:00:50]
Howard Fienberg: So I play the role of the all purpose representative for the insights industry. And that means that I am meeting with members of Congress and senators and their staff and state legislators and trying to make them aware of the industry itself, which most people aren't aware. I mean, as most folks that are listening to this podcast probably know, even getting your clients to understand what it is that they're talking to them about can be a bit of a challenge. Policy makers are in a similar boat, sometimes worse, because other than talking to them about political polling, it's something that is completely oblivious to them. So I am trying to explain to them, "All right, well here are the Insight Association members in your constituency." And that gets their attention a little bit like, "Oh, potential voters. I'm gonna pay attention to that." But it's a lot about niche policy issues that even a lot of the policy makers don't fully get their heads around, things like data policy, stuff that's bread and butter for the daily operation for almost everybody and certainly in this industry. But, also, other just business issues of taxation. Is there gonna be an extra tax on your- The sell of data or the- Just the revenue of an insights company because they're- Happen to touch a certain state's consumer data and they're gonna get a little excise tax added on for that to punish you for doing research with their- People in their state.
[00:02:18]
Jamin Brazil: And, of course, they don't frame it as punishment. They frame it as, this is the state where the value is created.
[00:02:23]
Howard Fienberg: Exactly. Therefore, we're extracting the value from you because you’ve extracted the value from our citizens.
[00:02:29]
Jamin Brazil: Exactly right.
[00:02:30]
Howard Fienberg: That is exactly how New York puts it.
[00:02:32]
Jamin Brazil: So let's talk about a specific example, which you've kind of already talked about one relative to taxation at a state level. Which I can only imagine how complex our world gets if that actually went through. Are there any other specific examples of where you've had to step in and ...
Welcome to the SampleCon 2021 Highlights Series. Recorded live in Pasadena, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event. In this interview, host Jamin Brazil interviews Don Golden, CEO of Precision Sample.
More about SampleCon 2021: https://samplecon.com/
Find Don Online:
LinkedIn: https://www.linkedin.com/in/dongolden/
Email: don@precisionsample.com
Website: https://www.precisionsample.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
[00:00:00]
Jamin Brazil: Hey everybody. I am live at SampleCon. Apologies for the background noise. I am joined today by Don, Precision Sample is the name of the company. Don, welcome to the show.
[00:00:12]
Don Golden: Thank you very much. Happy to be here.
[00:00:14]
Jamin Brazil: What do you think about the show?
[00:00:15]
Don Golden: The show is great. It's been a long time since we've seen everybody. Everybody calls it SampleCon, I call it sample reunion because I'm running into folks that I've been working with for ten, 15-plus years. So a lot of old faces, but some new faces as well. And I think it's just great to be back in person. Everybody is so tired of the Zooms, and all that.
[00:00:36]
Jamin Brazil: Totally. One of the – it's interesting, you're a self-identified OG of the sample space, I think I can say that. How has COVID impacted us as an industry?
[00:00:46]
Don Golden: I think it's business as usual for the industry really. And even more so, I think that – so I've heard some stories while I've been here about the major packaged goods companies, the C-level is more connected to the insights divisions than they are before, and we're seeing it with the sample demand. Customer habits are changing and the big research buyers know it, and so there's just more research going on. So as an industry, I think, unfortunately, it's a really unfortunate event, but I think it's actually – it's pushing the industry forward because there's more need for our services than ever. Personally, the way that we're working, what I learned from this is that the office is still there, but it's empty. And the team was just so efficient during the whole pandemic, that the way that Precision Sample works now is, we were always a highly remote company, but now, everybody just works where they want and I think we have a happier team, and it's working for us.
[00:01:47]
Jamin Brazil: That's great. Do you think you're gonna wind up having localized team events?
[00:01:52]
Don Golden: Yeah, absolutely. We've always been – the Precision Sample team is about half of us are in Denver, the US team, and about half of us are right across the country. So we always do, not last year, of course, we do it once a year, get everybody together. And we're gonna do it this year, so I think everybody is pretty excited for it and then we'll just continue with that.
[00:02:10]
Jamin Brazil: I look forward to seeing that on LinkedIn, that will be fun.
[00:02:13]
Don Golden: Usually, there's a couple of pictures that leak out.
[00:02:15]
Jamin Brazil: So Precision Sample, talk to us, tell us about the business.
[00:02:19]
Don Golden: The business is – we had a good year. April and May, I think everybody in the sample space was pretty scary. We were off by about a quarter of where we expected to be, but since then –
[00:02:31]
Jamin Brazil: And that was April, May 2020?
[00:02:33]
Don Golden: 2020, yeah. And then since then, it's just been gangbusters and we've been growing, investing more in our internal panels.
Welcome to the SampleCon 2021 Highlights Series. Recorded live in Pasadena, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event. In this interview, host Jamin Brazil interviews Danielle Blugrind, Senior Consumer Insights Manager at Roku.
More about SampleCon 2021: https://samplecon.com/
Find Danielle Online:
LinkedIn: https://www.linkedin.com/in/danielleblugrind/
Website: https://www.roku.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
[00:00:00]
Jamin Brazil: Hey, everybody. Thanks for joining me today. I am here with Danielle Blugrind. Roku is the company that she works for. How are you doing?
[00:00:11]
Danielle Blugrind: I am great. Having a good time at SampleCon, how are you?
[00:00:13]
Jamin Brazil: I'm doing great. This is our first live event since COVID.
[00:00:15]
Danielle Blugrind: I know. And I'm so happy to be here and meeting people in person again and having lunch live, not over Zoom.
[00:00:21]
Jamin Brazil: Even though it was outside, a little warm.
[00:00:24]
Danielle Blugrind: Yeah. So the whole morning, I was freezing, and then I went outside and was burning up at lunch. But that's OK.
[00:00:28]
Jamin Brazil: That's right.
[00:00:29]
Danielle Blugrind: That's conference rooms for you.
[00:00:30]
Jamin Brazil: That's totally true. So you're at SampleCon, what do you want to get out of it besides, obviously, human connection.
[00:00:35]
Danielle Blugrind: Yeah. Well, that's the first thing, right?
[00:00:37]
Jamin Brazil: Yeah.
[00:00:37]
Danielle Blugrind: People that I have been talking to over Zoom for a year and a half that I'm actually seeing face-to-face has been wonderful. I think I appreciate it more than I would have just any other conference if we hadn't had that gap where we didn't have face-to-face with people.
[00:00:49]
Jamin Brazil: Hundred percent.
[00:00:50]
Danielle Blugrind: I want to contribute, so I'm going to join a panel this afternoon talking about whether things are qual, quant, or whether it matters, and how they're blending together. But, also, just talking to other people about some of the conversations that have happened this morning about respondent quality and data quality but survey quality too. Those three right now are kind of swirling around in my head and I'm looking for some better quality in some places. But I want to understand how I reach out for that versus how I control it myself too.
[00:01:20]
Jamin Brazil: It's so interesting. As the designer of the survey instrument, you have a lot of control over that participant experience. But what you don't have- There's this whole idea of, what is a true LOI? So my- The question is, how long does it take a participant to navigate to get qualified to your survey and then take it. So you could add three to 15 minutes on which, obviously, can have a direct impact. But, then, also, the way that the survey's designed has an impact on the overall engagement.
[00:01:47]
Danielle Blugrind: Right. And, so, I'm looking at, what is my role? How can I help? How can I help them have an experience that might be longer than they desire, but doesn't feel longer. And that's the difference. When I worked at Taco Bell, people always used to give Subway the best points for speed of service. And I said, "Subway's the slowest thing there is."
[00:02:06]
Jamin Brazil: It really is.
[00:02:06]
Danielle Blugrind: That's slower than drive-through. But, you know what? It's all perception, right?
[00:02:09]
Welcome to the SampleCon 2021 Highlights Series. Recorded live in Pasadena, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event. In this interview, host Jamin Brazil interviews Andrew Abony, CEO of Adbloom.
More about SampleCon 2021: https://samplecon.com/
Find Andrew Online:
LinkedIn: https://www.linkedin.com/in/andrewabony/
Website: https://www.adbloom.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
[00:00:00]
Jamin Brazil: Hey, everybody. Live right now, SampleCon 2021, my first live event. I've got Andrew Abony. Did I pronounce it correct?
[00:00:12]
Andrew Abony: Yeah. Got it perfect.
[00:00:12]
Jamin Brazil: Awesome. Business is Adbloom. Love the name.
[00:00:16]
Andrew Abony: Thank you.
[00:00:16]
Jamin Brazil: Tell me about it.
[00:00:18]
Andrew Abony: So Adbloom is a- We're really just experts in user recruitment and acquisition. And what that means is we're very good at getting consumers to engage in different types of marketing, whether that's market research related or fintech, like financial services, the gig economy, adtech, etc. We generally reach American audiences, but we're fairly global and usually reaching consumers who are interested in ways to earn, make, or save. So we don't touch anything that you can kind of buy or sell. All of our clients sort of are- Don't have anything that you can purchase. So a typical client might be like Acorns, the fintech unicorn, Root Insurance, another insurance unicorn, or some of the many great market research companies that are here at SampleCon this year.
[00:01:05]
Jamin Brazil: So you're doing things like, basically just click through, is that right?
[00:01:10]
Andrew Abony: Sort of. So we, on one side of our business, work with over 600 content partners. Now, these are bloggers, websites, email newsletters, more so social influencers in micro-communities. And, so, these are effectively places on the web, whether they're in a mobile app or on some sort of a social network where you get communities of highly targeted and highly interested audiences that have all banded around, usually, a sort of singular topic. So it might be people who love fishing use a certain kind of fishing app. People that love their pets follow- Might follow a particular influencer, a dog influencer on Instagram. And working with that type of partner, they can engage their audience in a way that's incredibly authentic, one-to-one, and really be able to get them to go participate in something like a market research campaign or to go sign up for pet insurance or to go buy a new fishing rod. So the sort of magic happens where we introduce a great client campaign with the right partner. And they just sort of organically come up with an awesome way to acquire that user form.
[00:02:10]
Jamin Brazil: I love that. That is- That's super modern and very different, relative to how sample is currently, generally speaking, recruited for, right?
[00:02:19]
Andrew Abony: Yeah.
[00:02:20]
Jamin Brazil: Which is normally through channel partners or publications or those sorts of models. I think it's very modern. Do you find that you're able to recruit younger audiences pretty effectively?
[00:02:32]
Andrew Abony: So younger audiences still remain a challenge, just like everything else. I think what we're learning and putting into practice more often than not is that you need to reach that audience, whether it's the 18-year-old video game male or the 55-year-old female, you have to reach that audience where they are ha...
Welcome to the SampleCon 2021 Highlights Series. Recorded live in Pasadena, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event. In this interview, host Jamin Brazil interviews Adam Jolley, EVP + General Manager Americas at Paradigm Sample.
More about SampleCon 2021: https://samplecon.com/
Find Adam Online:
LinkedIn: https://www.linkedin.com/in/adamjolley/
Website: http://www.paradigmsample.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
[00:00:00]
Jamin Brazil: Everybody, I am joined by Adam Jolley. Incidentally, and I've never told you this, but you have my favorite last lame.
[00:00:10]
Adam Jolley: Oh, thank you.
[00:00:11]
Jamin Brazil: Happy. It's nice, right?
[00:00:14]
Adam Jolley: Well, it's so hard- it's the greatest icebreaker in the world.
[00:00:18]
Jamin Brazil: 100%. It's like built in.
[00:00:19]
Adam Jolley: It does, yeah.
[00:00:21]
Jamin Brazil: It's perfect. Recently joined Paradigm Sample.
[00:00:23]
Adam Jolley: Yes.
[00:00:23]
Jamin Brazil: Sima Vasa.
[00:00:24]
Adam Jolley: Yes.
[00:00:25]
Jamin Brazil: We are at SampleCon live on the floor in person, literally three or four feet- three feet from each other.
[00:00:30]
Adam Jolley: It's wild, right? I know.
[00:00:31]
Jamin Brazil: And we've hugged. That was nice.
[00:00:33]
Adam Jolley: It's been nice. It's so weird not just- you see people's faces, and I expect their little name down in the corner just drifting, the little Zoom, like how it is.
[00:00:41]
Jamin Brazil: Totally [CROSSTALK]
[00:00:42]
Adam Jolley: And so it's so nice to see people and read mannerism- everything, it's just amazing.
[00:00:47]
Jamin Brazil: 90% of communication is below the neck, they say, so our brain's been working on overtime just trying to interpolate what is actually happening through Zoom or other-
[00:00:56]
Adam Jolley: Wow.
[00:00:56]
Jamin Brazil: Exactly. And that's one of the reasons, interestingly enough, that if you are on a Zoom call for more than six hours, or Zoom calls for more than six hours, and you get into the car, you are driving as badly as if you were intoxicated.
[00:01:11]
Adam Jolley: Really?
[00:01:12]
Jamin Brazil: Yeah.
[00:01:12]
Adam Jolley: Makes sense to me.
[00:01:12]
Jamin Brazil: And it impacts women longer and more than men, probably; the hypothesis is because they have a little bit more caring about that experience.
[00:01:24]
Adam Jolley: I would say so, and more just observant in general.
[00:01:26]
Jamin Brazil: Yeah, [INAUDIBLE] absolutely right.
[00:01:28]
Adam Jolley: For sure.
[00:01:29]
Jamin Brazil: So it's a super-interesting- it's nice [CROSSTALK]
[00:01:31]
Adam Jolley: This is a lot of great data for Zoom. The get back to work thing.
[00:01:36]
Jamin Brazil: Let's get back to work. So talk to me about the show. What do you think? What's a highlight for you so far?
[00:01:41]
Adam Jolley: It's been great. I think my biggest- what I wanted to take away is figure out a true reason, or maybe a little bit more true reason, for this whole supply-demand thing that everybody's talking about. Why can't studies fill like they used to? What's going on? How are we changing that? Is there some underlying reason besides COVID, or everything's coming from the same supply river- not to say river like river, but- I wanted to try to get an for answer that, that's not a sales pitch.
[00:02:14]
Jamin Brazil: I get you.
Welcome to the SampleCon 2021 Highlights Series. Recorded live in Pasadena, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event.
More about SampleCon 2021: https://samplecon.com/
Find Our Guests Online:
Adam Jolley, EVP + General Manager Americas at Paradigm SampleLinkedIn: https://www.linkedin.com/in/adamjolley/ Website: http://www.paradigmsample.com/
Andrew Abony, CEO of AdbloomLinkedIn: https://www.linkedin.com/in/andrewabony/ Website: https://www.adbloom.com/
Danielle Blugrind, Senior Consumer Insights Manager at RokuLinkedIn: https://www.linkedin.com/in/danielleblugrind/ Website: https://www.roku.com/
Don Golden, CEO of Precision SampleLinkedIn: https://www.linkedin.com/in/dongolden/ Email: don@precisionsample.com Website: https://www.precisionsample.com/
Howard Fienberg, Senior VP of Advocacy at Insights AssociationLinkedIn: https://www.linkedin.com/in/howardfienberg/ Website: https://www.insightsassociation.org/
Jonathan Kurzner, EVP - Head of Americas at CintLinkedIn: https://www.linkedin.com/in/jonathan-kurzner-86277411/ Email: Jonathan.Kurzner@cint.com Website: https://www.cint.com/
Mario Carrasco, Co-Founder & Principal of ThinkNowLinkedIn: https://www.linkedin.com/in/marioxcarrasco/ Website: https://thinknow.com/
Patrick Comer, Founder and CEO of Lucid LinkedIn: https://www.linkedin.com/in/comerpatrick/ Website: https://luc.id/
Roddy Knowles, VP, Product and Research InnovationLinkedIn: https://www.linkedin.com/in/roddyknowles/ Email: knowles@feedbackloop.com Website: https://feedbackloop.com/
Ted Pulsifer, Executive Vice President of Enterprise Solutions at Schlesinger GroupLinkedIn: https://www.linkedin.com/in/tedpulsifer/ Website: https://www.schlesingergroup.com/en/
Timothy McCarthy, General Manager at Imperium LinkedIn: https://www.linkedin.com/in/timothy-mccarthy-3423a553/ Email: tmccarthy@imperium.com Website: https://www.imperium.com/Vignesh Krishnan, CEO of Research DefenderLinkedIn: https://www.linkedin.com/in/vignesh-krishnan-08846aa/ Email: vkrishnan@researchdefender.com Website: https://researchdefender.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
This episode is brought to you by Momentive. You may have heard that SurveyMonkey’s parent company recently rebranded as Momentive, a leader in agile insights and experience management. The Momentive AI-powered insights platform is built for the pace of modern business so you can deeply understand your market, elevate your brand, and build winning products faster.
Momentive offers 22 purpose-built market research solutions that incorporate an AI engine, built-in expertise, sophisticated methodologies, and an integrated global panel of over 144M people to deliver meaningful insights in hours, not months. Momentive also has a team of market research consultants that can take on anything from research design to custom reporting as needed, so you can spend more time shaping what’s next for your organization.
To learn more, visit momentive.ai
My guest today is Priyanka Carr, general manager of market research and insights at Momentive.
Additionally, she is a board member at The Posse Foundation (one of the most comprehensive and renowned college access and youth programs in the U.S.)
Momentive (formerly SurveyMonkey) is an American company that develops cloud-based software as a service. It was founded in 1999 and went public in September 2018. In June 2021, the company announced it was renaming itself as Momentive to better represent a growing business-to-business product suite, while its former namesake SurveyMonkey will remain as a subsidiary survey platform.
Prior to joining Momentive, Pri was an Executive at Bain & Company and was the Doctoral Research Manager at Stanford University where she also holds a PhD in Psychological Science.
Find Priyanka Online:
LinkedIn: https://www.linkedin.com/in/pricarr/
Website: https://www.momentive.ai/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music: “Clap Along” by Auditionauti: https://audionautix.com
[00:00:00]
Jamin Brazil: Hi everybody. I’m Jamin. You're listening to the Happy Market Research podcast. My guest today is Priyanka Carr, General Manager of Market Research and Insights at Momentive. Additionally, she is a board member of the POSSE Foundation, one of the most comprehensive and renowned college access and youth programs in the US. Momentive, formerly SurveyMonkey, is an American company that develops cloud-based software as a service. It was founded in 1999 and went public in September, 2018. In June, 2021 the company announced it was renaming itself as Momentive to better represent a growing business-to-business product suite. While its former namesake SurveyMonkey will remain as a subsidiary survey platform. Prior to joining Momentive, Pri has been an executive at Bain & Company and was the Doctoral Research Manager at Stanford University where she also holds her PhD in psychological science. Pri, welcome to the Happy Market Research podcast.
[00:01:01]
Priyanka Carr: Thank you, Jamin, and thanks for having me.
[00:01:04]
Jamin Brazil: It is an honor. So let’s start with some context. Tell us about your parents, what they did and how that informed what you do today.
[00:01:11]
Priyanka Carr: All right. That’s a really loaded therapist question but I will start there. I was born in India. I lived there until I was about ten years old. And my parents were in import and export and did it for fruits and vegetables while we were in India. But my parents divorced around the time I was ten. I moved to the United States, to Los Angeles, with my mom and my mom kind of showed up in this country with not much to go off of, a little bit of money. And she started a business. So I’ve come from a family of business builders, people who have been scrapping and getting it done. She scaled her business to several million dollars in revenue and kind of ran it all by herself. That has been a strong influence in my life of just learning grit, resilience, and building and gave me my love for beautiful, amazing businesses that are driven by really, really smart decisions, driven by smart people who are hungry for more information. So it shapes everything that I do and the passion with which I live my life.
[00:02:18]
Jamin Brazil: It’s interesting. I’ve had quite a few guests that have come from first-generation American families. And what’s really interesting to me that’s only just now stood out is that the majority of them, the parents actually started a business here in the US as opposed to getting a job.
[00:02:34]
Priyanka Carr: Yep. In a way it’s easier.
My guest today is Jonathan Grove, Director Of Product Design at Nationwide.
In preparation for this interview, I found Nationwide’s start very interesting.
In the 1920s, farmers were paying the same rates on their automobile insurance as city drivers even though they had fewer accidents and claims than city drivers. The Ohio Farm Bureau decided to set up their own insurance company to offer rates that accurately reflected the driving habits of farmers.[5] On April 10, 1926, the Farm Bureau Mutual Automobile Insurance Company obtained license to do business in Ohio, and two days later, it acquired its financing—a $10,000 loan drawn from their membership.
Today, Nationwide has over 35,000 employees and is ranked #73 in the Fortune 500 list.
Prior to joining Nationwide, Jonathan has served as a leader in several brands you’d recognize including McGraw-Hill as their Director of Design Research.
This interview is being done in conjunction with the Qual360 Conference. Qual360 will take place virtually on their dedicated conference platform! Join the most dedicated community of qualitative market researchers and connect with client-side researchers, innovative agencies, independent moderators and disruptive technology providers.
Qual360 North America 2021:
Website: https://na.qual360.com/
LinkedIn: https://www.linkedin.com/company/merlien-institute
Twitter: https://twitter.com/Merlien
Find Jonathan Online:
LinkedIn: https://www.linkedin.com/in/jonathangrove/
Website: https://www.nationwide.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
Epidemic Sound: https://www.epidemicsound.com/
This Episode is Sponsored by:
This episode is brought to you by Momentive. You may have heard that SurveyMonkey’s parent company recently rebranded as Momentive, a leader in agile insights and experience management. The Momentive AI-powered insights platform is built for the pace of modern business so you can deeply understand your market, elevate your brand, and build winning products faster.
Momentive offers 22 purpose-built market research solutions that incorporate an AI engine, built-in expertise, sophisticated methodologies, and an integrated global panel of over 144M people to deliver meaningful insights in hours, not months. Momentive also has a team of market research consultants that can take on anything from research design to custom reporting as needed, so you can spend more time shaping what’s next for your organization.To learn more, visit momentive.ai
[00:00:00]
Jamin Brazil: Hi, I'm Jamin host of the Happy Market Research podcast. This interview is being done in conjunction with the Qual360 conference. Qual360 will take place virtually on their dedicated conference platform. Join the most dedicated community of qualitative market researchers and connect with client side researchers, innovative agencies, independent moderators, and disruptive technology providers. For more information, please visit na. qual360.com that's na. qual360.com. My guest today is Jonathan Grove, director of product design at Nationwide. In preparation for this interview, I found Nationwide start very interesting and I'd like to take just a minute and share it with you. In the 1920s, farmers were paying the same rates on their automotive insurance as city drivers, even though they had fewer accidents and their claims were much lower than city drivers. The Ohio Farm Bureau decided to set up their own insurance company to offer rates that accurately reflected their drivers' habits. On April 10th, 1926, the Farm Bureau Mutual Automotive insurance company o...
My guest today is Steve Fadden, Research Lead for Cloud Platform at Google.
Google is an American multinational technology company that specializes in Internet-related services and products, which include online advertising technologies, a search engine, cloud computing, software, and hardware. It is considered one of the five Big Tech companies along with Amazon, Facebook, Apple, and Microsoft.
Prior to joining Google, Steve has held senior research roles at Salesforce and Dell.
These interviews are being done in conjunction with the Qual360 North America 2021. It will take place virtually on a dedicated conference platform! The unique Qual360 concept allows for a diverse range of participants and topics at each conference, offering local trends as well as a global perspective.
Qual360 North America 2021:
Website: https://na.qual360.com/
LinkedIn: https://www.linkedin.com/company/merlien-institute
Twitter: https://twitter.com/Merlien
Find Steve Online:
LinkedIn: https://www.linkedin.com/in/stevefadden/
Website: https://careers.google.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
Epidemic Sound: https://www.epidemicsound.com/
This Episode is Sponsored by:
This episode is brought to you by Momentive. You may have heard that SurveyMonkey’s parent company recently rebranded as Momentive, a leader in agile insights and experience management. The Momentive AI-powered insights platform is built for the pace of modern business so you can deeply understand your market, elevate your brand, and build winning products faster.
Momentive offers 22 purpose-built market research solutions that incorporate an AI engine, built-in expertise, sophisticated methodologies, and an integrated global panel of over 144M people to deliver meaningful insights in hours, not months. Momentive also has a team of market research consultants that can take on anything from research design to custom reporting as needed, so you can spend more time shaping what’s next for your organization.To learn more, visit momentive.ai
[00:00:00]
Jamin Brazil: Hi, everybody. I am Jamin, host of today's episode on the Happy Market Research Podcast. I guess that's kind of silly because I am the only host of the podcast. These interviews are being done in conjunction with the Qual 360 North American Conference this year, this summer, actually. This conference will be taking place entirely virtually on a dedicated conference platform. This is a unique environment that allows for a diverse range of both participants, speakers, and topics at a global level where they'll be uncovering trends. It's going to be very interesting. I've really enjoyed the podcast chats I've had an opportunity to do with the upcoming speakers. I will absolutely be attending and I hope you will too. If you would like to attend, please click the registration link inside of the show notes or simply google Qual 360, and you'll be taken right there. So, without further ado, our guest today is Steve Fadden, research lead for cloud platform at Google. Google is an America multinational technology company that specializes in Internet related services and products, which include online advertising technologies, a search engine, cloud computing, software, and hardware. It is considered one of the big five technology companies, along with Amazon, Facebook, Apple, and Microsoft. Prior to joining Google, Steve has held senior research roles at Salesforce and Dell. Steve, thanks for joining me on the Happy Market Research Podcast today.
[00:01:32]
Steve Fadden: Yeah. Thanks so much, Jamin.
My guests today is Paul R. Bruening, Director UX Research and Insights at Thomson Reuters.
Thomson Reuters has around 50,000 employees globally and is the world’s leading provider of news and information-based tools to professionals.
These interviews are being done in conjunction with the Qual360 North America 2021. It will take place virtually on a dedicated conference platform! The unique Qual360 concept allows for a diverse range of participants and topics at each conference, offering local trends as well as a global perspective.
Qual360 North America 2021:
Website: https://na.qual360.com/
LinkedIn: https://www.linkedin.com/company/merlien-institute
Twitter: https://twitter.com/Merlien
Find Paul Online:
LinkedIn: https://www.linkedin.com/in/paulreevesbruening/
Website: tr.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
Epidemic Sound: https://www.epidemicsound.com/
This Episode is Sponsored by:
This episode is brought to you by SurveyMonkey. You may know SurveyMonkey as a leader in feedback software, but may not know about their all-in-one market research platform. It’s powered by AI technology and taps into an integrated global Audience panel to deliver insights faster, without compromising quality.
Their latest innovation, the SurveyMonkey Brand Tracker, disrupts traditional research techniques by helping companies continuously monitor shifts in brand perception. Instead of static presentations, data is delivered in dynamic dashboards. Revolutionary AI-Powered Insights instantly surface meaningful trends so you can spend less time digging through data and more time on your high impact strategy.
To learn more about SurveyMonkey’s market research solutions, visit surveymonkey.com/market-research.
[00:00:01]
Jamin Brazil: Hi. I'm Jamin, host of the Happy Market Research podcast. my guest today is Paul Bruening, Director of UX Research and Insights at Thompson Reuters. Thompson Reuters has around 50,000 employees globally and is the world's leading provider of news and information-base tools to professionals. This interview is being done in conjunction with QUAL360 North America 2021. That event will take place virtually on a dedicated conference platform. It is a unique concept that allows a range of diversity of both participants and speakers and topics combined into a multi-day event. I hope you'll join. For information, please check out the link in the show notes on how you're able to register and attend. So with that, I would like to welcome today's guest. Thank you so much Paul for joining me on the Happy Market Research podcast.
[00:00:56]
Paul R. Bruening: Well, it's great to be here. And it's really nice to meet you as well.
[00:01:03]
Jamin Brazil: This episode is brought to you by SurveyMonkey. You may know SurveyMonkey as a leader in feedback software, but may not know about their all-in-one market research platform. It's powered by AI technology and taps into an integrated global audience panel to deliver insights faster without compromising quality. Their latest innovation is the SurveyMonkey Brand Tracker. It disrupts traditional research techniques by helping companies continuously monitor ships and brand perception. Instead of static presentations, data is delivered by dynamic dashboards. Revolutionary AI powered insights instantly surface meaningful trends so you can spend less time digging through data and more time on your high-impact strategy. To learn more about SurveyMonkey's market research solutions, take a second, visit surveymonkey.com/market-research. That's surveymonkey.
My guests today are George Zhang, Director of UX Research at Course Hero.
Course Hero is an online learning platform with over 60 million course-specific study resources contributed by our community of students and educators, and produced by our team of educational content specialists in collaboration with subject experts.
Prior to joining Course Hero, George has held Senior User Experience Research roles at Uber, Google, and Lenovo, and was a Mentor at 500 Startups.
These interviews are being done in conjunction with the Qual360 North America 2021. It will take place virtually on a dedicated conference platform! The unique Qual360 concept allows for a diverse range of participants and topics at each conference, offering local trends as well as a global perspective.
Qual360 North America 2021:
Website: https://na.qual360.com/
LinkedIn: https://www.linkedin.com/company/merlien-institute
Twitter: https://twitter.com/Merlien
Find George Online:
LinkedIn: https://www.linkedin.com/in/gqzhang/
Website: https://www.coursehero.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
Epidemic Sound: https://www.epidemicsound.com/
This Episode is Sponsored by:
This episode is brought to you by SurveyMonkey. You may know SurveyMonkey as a leader in feedback software, but may not know about their all-in-one market research platform. It’s powered by AI technology and taps into an integrated global Audience panel to deliver insights faster, without compromising quality.
Their latest innovation, the SurveyMonkey Brand Tracker, disrupts traditional research techniques by helping companies continuously monitor shifts in brand perception. Instead of static presentations, data is delivered in dynamic dashboards. Revolutionary AI-Powered Insights instantly surface meaningful trends so you can spend less time digging through data and more time on your high impact strategy.
To learn more about SurveyMonkey’s market research solutions, visit surveymonkey.com/market-research.
[00:00:00]
Jamin Brazil: Hey everyone. I'm Jamin posted today's episode on the Happy Market Research podcast. My guest today is George Zhang, Director of UX Research at Course Hero. Course Hero is an online learning platform with over 60 million course specific study resources contributed by a community of students and educators and produced by a team of educational content specialists in collaboration with subject matter experts. Prior to joining Course Hero, George has held senior user experience research roles at Uber, Google, and Lenovo. And he was a mentor at 500 Startups. I would also like to point out that this interview is being done in conjunction with QUAL360 North America 2021. This event will take place virtually in a dedicated conference platform. The unique QUAL360 concept allows for a diverse range of participants and speakers as well as topics and offers a global perspective on this rapidly changing area in consumer insights. So with that, George, thank you very much for joining me on the show today.
[00:01:19]
George Zhang: Thank you, Jamin, for having me here today. I'm very excited to chat with the audience and show and tell our stories. Jamin, go with your question.
[00:01:37]
Jamin Brazil: This episode is brought to you by SurveyMonkey. You may know SurveyMonkey as a leader in feedback software, but may not know about their all-in-one market research platform. It's powered by AI technology and taps into an integrated global audience panel to deliver insights faster without compromising quality. Their latest innovation is the SurveyMonkey brand t...
My guests today are Pavi Gupta, Head of Insights & Analytics at Johnson & Johnson Vision and Kelsy Saulsbury, Sr. Manager of Strategic Insights & Analytics at Johnson & Johnson Vision.
These interviews are being done in conjunction with the Qual360 North America 2021. It will take place virtually on a dedicated conference platform! The unique Qual360 concept allows for a diverse range of participants and topics at each conference, offering local trends as well as a global perspective.
Qual360 North America 2021:
Website: https://na.qual360.com/
LinkedIn: https://www.linkedin.com/company/merlien-institute
Twitter: https://twitter.com/Merlien
Find Pavi Online:
LinkedIn: https://www.linkedin.com/in/pavigupta/
Website: https://www.jjvision.com/
Find Kelsy Online:
LinkedIn: https://www.linkedin.com/in/kelsy-saulsbury-4017664b/
Website: https://www.jjvision.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
Epidemic Sound: https://www.epidemicsound.com/
This Episode is Sponsored by:
This episode is brought to you by SurveyMonkey. You may know SurveyMonkey as a leader in feedback software, but may not know about their all-in-one market research platform. It’s powered by AI technology and taps into an integrated global Audience panel to deliver insights faster, without compromising quality.
Their latest innovation, the SurveyMonkey Brand Tracker, disrupts traditional research techniques by helping companies continuously monitor shifts in brand perception. Instead of static presentations, data is delivered in dynamic dashboards. Revolutionary AI-Powered Insights instantly surface meaningful trends so you can spend less time digging through data and more time on your high impact strategy.
To learn more about SurveyMonkey’s market research solutions, visit surveymonkey.com/market-research.
[00:00:00]
Jamin Brazil: Hey everyone, thanks so much for joining me on the happy market research podcast. This is a special series that we are doing with QUAL360 North America 2021. This will be a virtual event. I hope that you can join. There is a link in the show notes for registration. This is a specifically unique event for QUAL360. The concept allows for an increase in diversity of the participations as well as the presenters and offers a global perspective. And so with that, I would like to introduce today's guests. We have two guests today, which is a little bit unusual for our format. Pavi Gupta, head of Insights and Analytics at Johnson & Johnson vision. And Kelsy Saulsberry, Senior Manager of Strategic Insights and Analytics at Johnson & Johnson vision. I would like to point out that the interview reflects their personal points of view, not those of their employer. With that, welcome to the podcast. This episode is brought to you by Survey Monkey. You may know Survey Monkey as a leader in feedback software, but may not know about their all in one market research platform. It's powered by AI technology and taps into an integrated global audience panel to deliver insights faster without compromising quality. Their latest innovation is the survey monkey brands tracker. It disrupts traditional research techniques by helping companies continuously monitor shifts in brand perception. Instead of static presentations, data is delivered by dynamic dashboards, revolutionary AI powered insights instantly surface meaningful trends. So you can spend less time digging through data and more time on your high impact strategy. To learn more about survey monkeys market research solutions, take a second, visit surveymonkey.
My guest today is Rebecca Brooks, Founder and CEO of Alter Agents.
Founded in 2010, Alter Agents is based in Los Angeles California, and is a full-service, strategic market research consultancy reimagining research in an era of shifting decision making.
Prior to founding Alter Agents, Rebecca has held senior roles at top market research agencies including Hall & Partners, Dialogue, and Diagnostic Research. She started her career as an Analyst.
Find Rebecca Online:
LinkedIn: https://www.linkedin.com/in/rebeccalbrooks/
Website: https://alteragents.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
Epidemic Sound: https://www.epidemicsound.com/
This Episode is Sponsored by:
This episode is brought to you by Displayr. How much of your analysis and reporting time is spent doing manual tasks? All that cutting & pasting, formatting, checking for mistakes, redoing work, using too many tools, and trying to figure things out. Try Displayr, it’s software that automatically does the painful tasks for you. Thousands of companies already use Displayr to cut their analysis and reporting times in half. I use the platform, my team and I love it. Get a demo and a free trial at displayr.com/happy.
This episode is brought to you by SurveyMonkey. You may know SurveyMonkey as a leader in feedback software, but may not know about their all-in-one market research platform. It’s powered by AI technology and taps into an integrated global Audience panel to deliver insights faster, without compromising quality.
Their latest innovation, the SurveyMonkey Brand Tracker, disrupts traditional research techniques by helping companies continuously monitor shifts in brand perception. Instead of static presentations, data is delivered in dynamic dashboards. Revolutionary AI-Powered Insights instantly surface meaningful trends so you can spend less time digging through data and more time on your high impact strategy.
To learn more about SurveyMonkey’s market research solutions, visit surveymonkey.com/market-research.
[00:00:00]
Jamin Brazil: Hi I'm Jamin. You're listening to the Happy Market Research podcast. My guest today is Rebecca Brooks, founder and CEO of Alter Agents. Founded in 2010, Alter Agents is based in Los Angeles, California and is a full-service strategic market research consultancy reimagining research in an era of shifting decision making. Prior to founding Alter Agents, Rebecca has held senior roles at top market research agencies including Hall and Partners, Dialogue and Diagnostic Research. She started her career as an analyst. Rebecca, welcome to the Happy Market Research podcast.
[00:00:36]
Rebecca Brooks: Thank you Jamin, happy to be here.
[00:00:39]
Jamin Brazil: Let's start out with our marquee question. Tell us about your parents and how they inform who you are today and what you're doing.
[00:00:48]
Rebecca Brooks: It's an interesting question when it comes to a career. Both my parents did not go to college. They ended up getting their degrees in night school while we were small children and I think that watching them work all day, come home, study, get their degrees was a real- It really instilled in me the value of education, a testament to hard work. They were both really committed to it. My mom was a nurse who ended up running a cardiac rehabilitation program within the hospital. So after you had a heart attack you went through her program to learn how to take care of yourself and recover and all those kinds of good things. And basically every person in my small town that had heart attack knew my mom,
My guest today is Semaj Nitta, Student at Loyola University Chicago.
Loyola University Chicago is a private Catholic research university in Chicago, Illinois. Founded in 1870 by the Jesuits, Loyola is one of the largest Catholic universities in the United States. Loyola's professional schools include programs in medicine, nursing, and health sciences anchored by the Loyola University Medical Center.
While attending LUC, Semaj has been supplementing her income and gaining experience as a Server at a local breakfast restaurant, Digital Market Internet, and a Student Caller for LUC. .
Find Semaj Online:
LinkedIn: https://www.linkedin.com/in/semajnitta/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
Epidemic Sound: https://www.epidemicsound.com/
This Episode is Sponsored by:
This episode is brought to you by Displayr. How much of your analysis and reporting time is spent doing manual tasks? All that cutting & pasting, formatting, checking for mistakes, redoing work, using too many tools, and trying to figure things out. Try Displayr, it’s software that automatically does the painful tasks for you. Thousands of companies already use Displayr to cut their analysis and reporting times in half. I use the platform, my team and I love it. Get a demo and a free trial at displayr.com/happy.
This episode is brought to you by SurveyMonkey. You may know SurveyMonkey as a leader in feedback software, but may not know about their all-in-one market research platform. It’s powered by AI technology and taps into an integrated global Audience panel to deliver insights faster, without compromising quality.
Their latest innovation, the SurveyMonkey Brand Tracker, disrupts traditional research techniques by helping companies continuously monitor shifts in brand perception. Instead of static presentations, data is delivered in dynamic dashboards. Revolutionary AI-Powered Insights instantly surface meaningful trends so you can spend less time digging through data and more time on your high impact strategy.
To learn more about SurveyMonkey’s market research solutions, visit surveymonkey.com/market-research.
[00:00:00]
Jamin: Hi, I’m Jamin Brazil. You’re listening to the Happy Market Research Podcast. My guest today is Semaj Nitta, student at Loyola University Chicago. Loyola University Chicago is a private catholic research university in Chicago, Illinois founded in 1870 by the Jesuits, Loyola is one of the largest catholic universities in the United States. Loyola’s professional schools include programs in medicine, nursing, and health sciences, anchored by the Loyola University Medical Center. While attending LUC Semaj has been supplementing her income just like many of us did through college and gaining experience as a server at a local breakfast restaurant, digital market intern, and a student caller for LUC. Semaj thank you very much for joining me on the Happy Market Research Podcast today.
[00:00:53]
Semaj: Thank you for having me.
[00:00:57]
Jamin: It’s an honor. I like to start with this kind of standard question. Give us some context for who you are. Tell us about your parents and what they have done and how that has informed what you’re doing today.
[00:01:11]
Semaj: Yes. Of course. Well my mom is a single parent and she’s also an immigrant and she was able to create her own business in Los Angeles, California. She worked multiple jobs to provide me the life that I've always wanted, but also working towards her goal which was to own her own hair salon. And I think being able to have a single parent but also an immigrant mother has really...
My guest today is Whitney Dunlap-Fowler, founder of Insights in Color.
Insights in Color, a community for multicultural market research & insights professionals, was founded in 2020.
Prior to starting Insights in Color, Whitney has held senior roles at Kelton as the Director of Cultural Insights and Added Value as Senior Brand & Cultural Insight Strategist.
Find Whitney Online:
LinkedIn: https://www.linkedin.com/in/wmdunlapf/
Twitter: https://twitter.com/ATouchofWhit
Website: https://www.insightsincolor.com/
Website: https://www.touchofwhit.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
Epidemic Sound: https://www.epidemicsound.com/
This Episode is Sponsored by:
This episode is brought to you by Displayr. How much of your analysis and reporting time is spent doing manual tasks? All that cutting & pasting, formatting, checking for mistakes, redoing work, using too many tools, and trying to figure things out. Try Displayr, it’s software that automatically does the painful tasks for you. Thousands of companies already use Displayr to cut their analysis and reporting times in half. I use the platform, my team and I love it. Get a demo and a free trial at displayr.com/happy.
This episode is brought to you by SurveyMonkey. You may know SurveyMonkey as a leader in feedback software, but may not know about their all-in-one market research platform. It’s powered by AI technology and taps into an integrated global Audience panel to deliver insights faster, without compromising quality.
Their latest innovation, the SurveyMonkey Brand Tracker, disrupts traditional research techniques by helping companies continuously monitor shifts in brand perception. Instead of static presentations, data is delivered in dynamic dashboards. Revolutionary AI-Powered Insights instantly surface meaningful trends so you can spend less time digging through data and more time on your high impact strategy.
To learn more about SurveyMonkey’s market research solutions, visit surveymonkey.com/market-research.
[00:00:00]Jamin: Hey everybody. This is Jamin. You’re listening to the Happy Market Research Podcast. My guest today is Whitney Dunlap-Fowler, founder of Insights in Color. Insights in Color is a community of multicultural market research and insight professionals and was founded in 2020. Prior to starting Insights in Color Whitney has held senior roles at Kelton as the director of cultural insights and added value as senior brand and cultural insights strategist. Whitney, thanks for joining me on the Happy Market Research Podcast today.[00:00:32]Whitney: Thanks for having me Jamin.[00:00:34]Jamin: As always I like to start with a little bit of context about you. Will you please tell us a little bit about your parents and how they informed your current career?[00:00:42]Whitney: Yes, I’m really glad you asked this question. I had to think about this quite deeply. My parents were in the military. Born in Chicago, found each other in Germany while being stationed out there. And I've got to be honest, the reason it took me so long to answer this question is because there’s not always a direct link from the military into the corporate world. The military doesn’t really prepare you for that world to how to navigate those spaces but it does, it could prepare you for other things. So I had to move around a lot. Lived in Germany, South Carolina, Texas, Virginia and I will say that that particular environment really allowed me to be able to acclimate to diverse office environments very quickly. I became a bit of a chameleon if you will and knowing how to do that in ...
My guest today is Nadia Masri, Founder & CEO at Perksy and Forbes 30 Under 30 in the 2019 Marketing & Advertising division.
Founded in 2015, Perksy is a market intelligence platform that leverages mobile to drive real-time insights from hyper-targeted, hyperlocal audiences of Millennials & Gen-Z.
Prior to founding Perksy, Nadia founded and operated several companies including Four sixty, a digital marketing platform for e-commerce retailers, and Birdcage Magazine.
Find Nadia Online:
LinkedIn: https://www.linkedin.com/in/nadiagenevievemasri
Twitter: https://twitter.com/nadiagenmasri
Website: https://www.getperksy.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
Epidemic Sound: https://www.epidemicsound.com/
This Episode is Sponsored by:
How much of your analysis and reporting time is spent doing manual tasks? All that cutting & pasting, formatting, checking for mistakes, redoing work, using too many tools, and trying to figure things out. Try Displayr, it’s software that automatically does the painful tasks for you. Thousands of companies already use Displayr to cut their analysis and reporting times in half. I use the platform, my team and I love it. Get a demo and a free trial at displayr.com/happy.
This episode is brought to you by SurveyMonkey. Almost everyone has taken its surveys, but did you know that SurveyMonkey offers complete solutions for market researchers? In addition to flexible surveys, their global Audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market feedback, with 7 new Expert Solutions for concept and creative testing. With built-in, customizable methodology, AI-Powered Insights, and industry benchmarking, you can get feedback on your ideas from your target market–in a presentation-ready format, by the way–in as little as an hour. For more information on SurveyMonkey Market Research Solutions, visit surveymonkey.com/market-research.
[00:00:00]
Jamin: Hi, I'm Jamin. And you're listening to the Happy Market Research podcast. My guest today is Nadia Masri, founder and CEO of Perksy and Forbes 30 under 30 in the 2019 marketing advertising division. Founded in 2015 Perksy is a market intelligence platform that leverages mobile to drive real-time insights from hyper-targeted, hyperlocal audiences of millennials and gen Z. Prior to founding Perksy, Nadia founded and operated several companies, including Four Sixty a digital marketing platform of e-commerce retailers and Birdcage magazine. Nadia, thanks for being on the Happy Market podcast today.
[00:00:50]
Nadia: Thanks so much for having me. Glad to be here.
[00:00:53]
Jamin: It is an absolute honor. Forbes 30 under 30. That is actually a really big deal. Tell me a little bit about your parents and how they informed what you do today.
[00:01:04]
Nadia: You know I don't get that question that often, but I feel like my parents greatly influenced what I do today. So my dad is a psychiatrist in Canada and my mom was a teacher. But she later became a coach and has really always been one of those people that loves to research. She'll research everything. So it's very much in my family. It's sort of in our genes to be fact-finding and to try and learn as much as possible. But I think the environment of learning was just something that I was brought up with. And on my dad's side, I think I share his curiosity about people. So why they do the things they do, what drives their behavior, what makes them tick? I think he helped me at a very early age sort of develop sort of that appetite and on top of that he's a dee...
In this episode, we’ll be providing tips on how to navigate a successful career in market research. Stay tuned for the following weeks to hear the individual episodes of our referenced guests.
Referenced Guests:
Nadia Masri, serial entrepreneur, founder of Perksy, and on Forbes 30 under 30 list
LinkedIn: https://www.linkedin.com/in/nadiagenevievemasri Twitter: https://twitter.com/nadiagenmasri Website: https://www.getperksy.com
Whitney Dunlap-Fowler, founder of Insights in Color
LinkedIn: https://www.linkedin.com/in/wmdunlapf/ Twitter: https://twitter.com/ATouchofWhit Website: https://www.insightsincolor.com/ Website: https://www.touchofwhit.com/
Semaj Nitta, Student and aspiring consumer insight professional
LinkedIn: https://www.linkedin.com/in/semajnitta/
Rebecca Brooks, founder of Alter Agents
LinkedIn: https://www.linkedin.com/in/rebeccalbrooks/ Website: https://alteragents.com/
Find Jamin Online:
Email: Jamin@happymr.com LinkedIn: www.linkedin.com/in/JaminbrazilTwitter: www.twitter.com/Jaminbrazil
Find Chueyee Online:
Email: Chueyee@happymr.comLinkedIn: www.linkedin.com/in/ChueyeeyangTwitter: www.twitter.com/Chueyee15
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com Epidemic Sound: https://www.epidemicsound.com/
This Episode’s Sponsor:
How much of your analysis and reporting time is spent doing manual tasks? All that cutting & pasting, formatting, checking for mistakes, redoing work, using too many tools, and trying to figure things out. Try Displayr, it’s software that automatically does the painful tasks for you. Thousands of companies already use Displayr to cut their analysis and reporting times in half. I use the platform, my team and I love it. Get a demo and a free trial at displayr.com/happy.
This episode is brought to you by SurveyMonkey. Almost everyone has taken its surveys, but did you know that SurveyMonkey offers complete solutions for market researchers? In addition to flexible surveys, their global Audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market feedback, with 7 new Expert Solutions for concept and creative testing. With built-in, customizable methodology, AI-Powered Insights, and industry benchmarking, you can get feedback on your ideas from your target market–in a presentation-ready format, by the way–in as little as an hour. For more information on SurveyMonkey Market Research Solutions, visit surveymonkey.com/market-research.
Chueyee Yang: So, what are we going to do on this podcast Jamin?
Jamin Brazil: We are going to answer the question, “How to manage a successful career in market research.”
Hi Happy Market Research Listeners! This is Jamin and I’m joined by Chueyee Yang, our Executive Producer.
Chueyee Yang: Hi Everyone! As Jamin said, We are going into a new podcast series on How to Manage a Successful Career in Market Research. You might be thinking, why do I care about this topic? Well for many of us, 2020 left us concerned about our industry and our futures.
Jamin Brazil: Yeah. Me too! In fact, the Bureau of Labor Statistics recently released their US Unemployment Rates Report for January 2021. Just over 10 million American’s are currently unemployed. This is still well above February 2020’s pre pandemic unemployment rate of 5 and a half million.
Additionally, there are some factors that obscure the actual data. Specifically, companies are being incentivized to keep headcount that they may otherwise let go given budget constraints.
But this is all very abstract. Let’s tell a human story.
Back in August of 2020 I got a DM on LinkedIn from John. Now, John isn’t his real time. But, just imagine John. He has been in market research for about a decade.
My guest today is Ken Roshkoff, President at AMC Global (formerly Attitude Measurement Corporation).
Founded in 1989, AMC Global was founded on their proprietary Purchaser Follow-up tool which gathers feedback from REAL PURCHASERS of new or restaged products immediately following launch.
Find Ken Online:
LinkedIn: https://www.linkedin.com/in/ken-roshkoff-a7b1116
Twitter: https://twitter.com/KRoshkoff
Website: https://amcglobal.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
Epidemic Sound: https://www.epidemicsound.com/
This Episode is Sponsored by:
How much of your analysis and reporting time is spent doing manual tasks? All that cutting & pasting, formatting, checking for mistakes, redoing work, using too many tools, and trying to figure things out. Try Displayr, it’s software that automatically does the painful tasks for you. Thousands of companies already use Displayr to cut their analysis and reporting times in half. I use the platform, my team and I love it. Get a demo and a free trial at displayr.com/happy.
This episode is brought to you by SurveyMonkey. Almost everyone has taken its surveys, but did you know that SurveyMonkey offers complete solutions for market researchers? In addition to flexible surveys, their global Audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market feedback, with 7 new Expert Solutions for concept and creative testing. With built-in, customizable methodology, AI-Powered Insights, and industry benchmarking, you can get feedback on your ideas from your target market–in a presentation-ready format, by the way–in as little as an hour. For more information on SurveyMonkey Market Research Solutions, visit surveymonkey.com/market-research.
[00:00:00]
Jamin Brazil: Hey everybody, I'm Jamin. You're listening to the Happy Market Research Podcast. My guest today is Ken Roshkoff, president at AMC Global, formerly Attitude Measurement Corporation. Founded in 1989, AMC Global was founded on their proprietary purchaser follow up tool, which gathers feedback from real purchasers of new or restaged products immediately following launch. Ken has held this position at AMC since their early years. Ken, welcome to the show.
[00:00:37]
Ken Roshkoff: Thanks for having me Jamin, it's great to be here.
[00:00:40]
Jamin Brazil: This message is brought to you by Displayr. How much of your analysis and reporting time is spent doing manual tasks? All that cutting and pasting, formatting, checking for mistakes, redoing work, using too many tools, and trying just to figure it all out. Try Displayr today. It's software that automatically does the painful tasks for you. Thousands of companies already use Displayr to cut their analysis and reporting time literally in half. I use the platform, I love, and I know. Get a demo and free trial and displayr.com/happy, spelled displayr.com/happy. This episode is brought to you by SurveyMonkey. Almost everyone is taking its surveys. But did you know that SurveyMonkey offers complete solutions for market researchers. In addition to flexible surveys, their global audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market feedback with seven new expert solutions for concept and creative testing. With built in customizable methodologies, AI powered insights, and industry benchmarking, you can get feedback on your ideas from your target market in a presentation ready format. By the way, in as little as an hour. For more information on SurveyMonkey's market research solutions,
This episode was recorded in March 2020.
My guest today is Steve Kantscheidt, Founder & CEO at Humantel.
Founded in 2020, Humantel conducts large scale longitudinal studies designed to uncover hidden motivations of consumers including feedback from 100,000+ people across 50 countries, per channel, per year.
Prior to founding Humantel, Steve has held senior research positions at Latitude Research, Universal Music Group, Showtime Networks. Additionally, he founded THREE Group, an independent marketing and brand consultancy, and operated as its CEO for 11 years.
Find Steve Online:
LinkedIn: https://www.linkedin.com/in/stevekantscheidt
Website: https://www.humantel.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
Epidemic Sound: https://www.epidemicsound.com/
This Episode is Sponsored by:
How much of your analysis and reporting time is spent doing manual tasks? All that cutting & pasting, formatting, checking for mistakes, redoing work, using too many tools, and trying to figure things out. Try Displayr, it’s software that automatically does the painful tasks for you. Thousands of companies already use Displayr to cut their analysis and reporting times in half. I use the platform, my team and I love it. Get a demo and a free trial at displayr.com/happy.
This episode is brought to you by SurveyMonkey. Almost everyone has taken its surveys, but did you know that SurveyMonkey offers complete solutions for market researchers? In addition to flexible surveys, their global Audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market feedback, with 7 new Expert Solutions for concept and creative testing. With built-in, customizable methodology, AI-Powered Insights, and industry benchmarking, you can get feedback on your ideas from your target market–in a presentation-ready format, by the way–in as little as an hour. For more information on SurveyMonkey Market Research Solutions, visit surveymonkey.com/market-research.
[00:00:00]
Jamin Brazil: Hey everybody. Thanks very much for tuning in. You're listening to the Happy Market Research podcast. My guest today is Steve Kantscheidt, founder and CEO of Humantel. Founded in 2020, Humantel conducts large scale longitudinal studies designed to uncover hidden motivations of consumers, including feedback from over 100,000 people across 50 countries per channel, per year. Prior to founding Humantel, Steve has held senior research positions at Latitude Research, Universal Music Group, Showtime Networks. Additionally, he has founded THREE Group, and independent marketing and brand consultancy leveraging research and has operated in that company as a CEO for 11 years. Thank you Steve for joining me on the Happy Market Research podcast today.
[00:00:49]
Steve Kantscheidt: Thank you Jamin, it's a pleasure to be here.
[00:00:50]
Jamin Brazil: I'd like to start out with a little bit of context. Tell us about your parents and how they informed what you're doing today.
[00:00:57]
Steve Kantscheidt: It's funny that's where you started. When I was mentioning to colleagues what we were going to talk about, they've heard this story from me many times. I have always said to my mother that whatever I do, they are my partners. And my parents are pretty interesting people in the sense that both of them were high school dropouts. Sort of prepared themselves for more difficult lives than they perhaps needed, but they were incredibly smart, incredibly hard working, and in a lot of ways they were hustlers long before their time.
My guest today is Oliver Sweet, Head of Ethnography, Ipsos MORI.
Founded in 1975, Ipsos is a multinational market research and consulting firm with headquarters in Paris, France. In October 2011, Ipsos acquired Synovate, making Ipsos the world’s third-largest research agency. Currently, Ipsos has offices in over 88 countries, employing over 17,000 people.
Prior to joining Ipsos in 2007, Oliver served as a Parliamentary Researcher.
Find Oliver Online:
LinkedIn: https://www.linkedin.com/in/oliver-sweet-73671018/
Website: https://www.ipsos.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
Epidemic Sound: https://www.epidemicsound.com/
This Episode is Sponsored by:
This episode is brought to you by Displayr. How much of your analysis and reporting time is spent doing manual tasks? All that cutting & pasting, formatting, checking for mistakes, redoing work, using too many tools, and trying to figure things out. Try Displayr, it’s software that automatically does the painful tasks for you. Thousands of companies already use Displayr to cut their analysis and reporting times in half. I use the platform, my team and I love it. Get a demo and a free trial at displayr.com/happy.
This episode is brought to you by SurveyMonkey. Almost everyone has taken its surveys, but did you know that SurveyMonkey offers complete solutions for market researchers? In addition to flexible surveys, their global Audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market feedback, with 7 new Expert Solutions for concept and creative testing. With built-in, customizable methodology, AI-Powered Insights, and industry benchmarking, you can get feedback on your ideas from your target market–in a presentation-ready format, by the way–in as little as an hour. For more information on SurveyMonkey Market Research Solutions, visit surveymonkey.com/market-research.
[00:00:00]
JAMIN BRAZIL: Hi everyone. I'm Jamin Brazil, you're listening to the Happy Market Research Podcast. My guest today is Oliver Sweet, Head of Ethnography at Ipsos MORI. Founded in 1975, Ipsos is a multinational market research and consultancy firm with headquarters in Paris, France. In October of 2011, Ipsos acquired Synovate, making Ipsos the world's third largest research agency. Currently, Ipsos has offices in over 88 countries, employing over 17,000 people. Prior to joining Ipsos in 2007, Oliver served as a parliamentary researcher. Oliver, it is an honor to have you on The Happy Market Research Podcast today. Thanks for joining me.
[00:00:42]
OLIVER SWEET: Thank you very much for having me.
[00:00:44]
JAMIN BRAZIL: Like to start out with our signature question. Tell us a little bit about your parents and how they inform what you do today.
[00:00:51]
OLIVER SWEET: Yeah. I like this question, it's a good one and it's made me go back and have a look. So my six-year-old daughter always says, "Daddy, you were so lucky because you had two daddies." Which I think is a kind of wonderful reframing of having – The idea of having a stepfather, which is basically how I grew up. So I got influences from my mother, my father, and then my stepfather as well. So my mom and dad were young and fun and enjoyed themselves, and then at 22 they sort of had me as a slightly happy surprise, I would put it. Before they'd finished their university courses and as ever at that age, sort of plans changed and they split ways when I was three. And I met my stepfather when I was eight, and it's all been wonderful, happy family since.
2020 will be known for many things. Including the rise in the number of podcast.
Infact, currently 37% of Americans Listen to Podcasts Monthly and in 2020, for the first time, more than 100 million Americans listen to at least one podcast each month.
Today we are going to hear from six podcasters about our outlook for market research in 2021.
Referenced Guests:
David PaullHosts the Insights Association’s Audible Insights podcast. With quick-take conversations during industry events and longer-form interviews with industry leaders, Audible Insights keeps you up-to-date with the market research industry, the latest methods and techniques, and trends for the future.Podcast: https://engagious.com/insights-association-podcasts LinkedIn: www.linkedin.com/in/davidpaull Twitter: https://twitter.com/davidpaull Kathryn KorostoffHosts Conversations for Research Rockstars, a video podcast dedicated to advancing the work--and careers--of Market Research & Insights professionals. With over 1,000 subscribers, topics include research methods, best practices, and research-on-research. And many episodes include links to related templates and tools. Kathryn believes it: Inside every market researcher, is a Research Rockstar! Podcast: https://www.youtube.com/channel/UCC0S4qBN9Fhl_LzKJJfjs4g LinkedIn: https://www.linkedin.com/in/kkorostoff Twitter: https://twitter.com/KathrynOnData Merrill DubrowThe host of the On the M/A/R/C Podcast. It completed its first year with 56 episodes. Each episode is unscripted, unrehearsed, and uncensored with plenty of takeaways from his amazing guests which includes a mix of professional athletes, insight leaders, and CEOs.Podcast: https://www.marcresearch.com/#podcast LinkedIn: https://www.linkedin.com/in/merrilldubrow Twitter: https://twitter.com/merrilldubrow Sima VasaThe creator and host of the Data Gurus podcast with over 115 episodes. The mission of Data Gurus is to bring you a real-life and objective perspective on what’s happening in the data ecosystem. Sima’s goal is to help listeners understand how successful companies and individuals in this niche navigate through the sea of change. Sima’s guests include leaders, practitioners, change agents and investors in the data ecosystem. Podcast: https://www.infinity-2.com/podcastsLinkedIn: https://www.linkedin.com/in/simavasaTwitter: https://twitter.com/simavasa Stephen GriffithsHosts the diggingforinsights podcast, a marketing & career podcast with advice from insights leaders at companies like Nestle & Ipsos. As a client-side researcher at General Mills, Stephen hopes the podcast will provide the insights you need to grow your career or business. Podcast: https://diggingforinsights.comLinkedIn: https://www.linkedin.com/in/stephenrgriffiths
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com Epidemic Sound: https://www.epidemicsound.com/
[00:00:00]
Jamin Brazil: 2020 will be known for many things, including the rise of the number of podcasts. In fact, currently 37% of Americans listen to podcasts monthly, and in 2020, for the first time, more than 100 million Americans listened to at least one podcast each month. Today, we are going to hear from six podcasters about our outlook for market research in 2021. So, let's get to know our podcasters. David, let's start with you. Tell us a little bit about your podcast, Audible Insights.
[00:00:33]
David Paull: Hey, everyone, this is David Paull with the Audible Insights podcast, from the Insights Association. And this podcast focuses on quick take conversations during industry events, and we also do longer form interviews with industry leaders.
My guest today is Kristin Luck, founder and managing partner of ScaleHouse.
ScaleHouse is a management consultancy that provides a range of advisory services for companies aiming for exponential growth.
Prior to founding ScaleHouse, Kristin co-founded OTX, an online research business that was named the fastest growing research firm in the world in 2002 and 2003; and founded Forefront Consulting Group, a research technology firm that was acquired by Decipher.
Find Kristin Online:
LinkedIn: https://www.linkedin.com/in/kristinluck
Twitter: https://twitter.com/kristinluck
Website: https://www.scalehouse.consulting
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
Epidemic Sound: https://www.epidemicsound.com/
When Satan Met 2020: https://www.youtube.com/watch?v=zkbS-lt39SI
My guests today are Dominic Carter, CEO, and Debbie Howard, Chairman, of The Carter Group.
Founded in 1989, The Carter Group is a strategic market research agency that has been helping clients engage with consumers and businesses in Japan.
Prior to joining The Carter Group, Dominic served as the Managing Director of Japan for Millard Brown and Debbie is the President Emeritus of the American Chamber of Commerce in Japan.
Find Dominic Online:
LinkedIn: https://www.linkedin.com/in/dominic-carter-404b62/
Twitter: https://twitter.com/carterjmrm
Website: https://the-carter-group.com
Find Debbie Online:
LinkedIn: https://www.linkedin.com/in/debbiehoward
Twitter: https://twitter.com/carterjmrn
Website: https://the-carter-group.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
Epidemic Sound: https://www.epidemicsound.com/
This Episode is Sponsored by:
This episode is brought to you by SurveyMonkey. Almost everyone has taken its surveys, but did you know that SurveyMonkey offers complete solutions for market researchers? In addition to flexible surveys, their global Audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market feedback, with 7 new Expert Solutions for concept and creative testing. With built-in, customizable methodology, AI-Powered Insights, and industry benchmarking, you can get feedback on your ideas from your target market–in a presentation-ready format, by the way–in as little as an hour. For more information on SurveyMonkey Market Research Solutions, visit surveymonkey.com/market-research.
This episode is brought to you by Fuel Cycle Ignition. Ignition is the agile insights platform that empowers leaders and their teams to improve product, brand, customer, and employee experiences – no insights experience required. With FC Live virtual focus groups and interviews, an Ad Effective solution, and survey automation capabilities, Fuel Cycle Ignition offers the only all-in-one agile insights ecosystem for supercharging the relationship between brands and their customers and serves the world’s most innovative brands including Google, Hulu, Tufts Health Plan, Carhartt and more. To learn how Ignition can take your research to the next level, visit fuelcycle.com.
[00:00:00]Jamin Brazil: Hi, I’m Jamin. You’re listening to the Happy Market Research podcast. My guests today are Dominic Carter, CEO and Debbie Howard, chairman, of The Carter Group. Founded in 1989, The Carter Group is a strategic market research agency that has been helping clients engage with consumers and businesses in Japan. Prior to joining the Carter Group Dominic served as the managing director of Japan for Millward Brown and Debbie is the president Emeritus of the American Chamber of Commerce in Japan. Debbie, Dominic, thank you both for joining me on the Happy Market Research podcast today.[00:00:36]Dominic Carter: Thank you Jamin.[00:00:37]Debbie Howard: Absolutely. Thank you.[00:00:40]Jamin Brazil: I rarely do two people at the same time for these podcasts because I like to do deep dives. So this is going to be a little bit of a unique episode format wise. We’ll be asking a few less questions but of course I expect there will be a lot more kind of feedback across both of you. But I do want to take time in the beginning to get to know you a little bit and create some context for our audience and myself. And Debbie let’s start with you. Tell us a little bit about your parents, what they did, and how that’s impacted who you are today.[00:01:16]Debbie Howard: Thank you so much Jamin. My dad was a salesman.
This episode of the Happy Market Research Podcast was recorded in July 2020.
My guest today is Daniel Stradtman VP of Consumer & Market Insights at The Lubrizol Corporation, a Berkshire Hathaway Company
The Lubrizol Corporation is a provider of specialty chemicals for the transportation, industrial, and consumer markets. These products include many different types of additives from transportation-related fluids like engine oils to personal care products, pharmaceuticals and medical devices
Since 2011, Lubrizol has been a subsidiary of Berkshire Hathaway. It generated $7 billion in revenue and has an employee headcount of approximately 8,300 people globally.
Prior to joining Lubrizol, Dan started his career as a research project manager for a non-profit. Since then he has served as Director of Consumer Insights & Strategy at Walmart, Director of Brand and Comms at Kantar TNS, and the VP of Market Insights, Analytics, and Strategy of GE.
Find Daniel Online:
LinkedIn: https://www.linkedin.com/in/danstradtman
Twitter: https://twitter.com/insightdan
Website: https://www.lubrizol.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
Epidemic Sound: https://www.epidemicsound.com/
This Episode is Sponsored by:
This episode is brought to you by SurveyMonkey. Almost everyone has taken its surveys, but did you know that SurveyMonkey offers complete solutions for market researchers? In addition to flexible surveys, their global Audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market feedback, with 7 new Expert Solutions for concept and creative testing. With built-in, customizable methodology, AI-Powered Insights, and industry benchmarking, you can get feedback on your ideas from your target market–in a presentation-ready format, by the way–in as little as an hour. For more information on SurveyMonkey Market Research Solutions, visit surveymonkey.com/market-research.
This episode is brought to you by Fuel Cycle Ignition. Ignition is the agile insights platform that empowers leaders and their teams to improve product, brand, customer, and employee experiences – no insights experience required. With FC Live virtual focus groups and interviews, an Ad Effective solution, and survey automation capabilities, Fuel Cycle Ignition offers the only all-in-one agile insights ecosystem for supercharging the relationship between brands and their customers and serves the world’s most innovative brands including Google, Hulu, Tufts Health Plan, Carhartt and more. To learn how Ignition can take your research to the next level, visit fuelcycle.com.
[00:00:00]
Jamin Brazil: Hi, I'm Jamin. You're listening to the Happy Market research podcast. My guest today is Dan Stradtman, VP of consumer and market insights at the Lubrizol Corporation, a Berkshire Hathaway company. Lubrizol Corporation is a provider of specialty chemicals for the transportation, industrial and consumer markets. Their products include many different types of additives from transportation related fluids like engine oils to personal care products, pharmaceuticals and medical devices. Since 2011, Lubrizol has been a subsidiary of the Berkshire Hathaway company, and it has generated over $7 billion in annual revenue. It has an employee headcount of approximately 8,300 people globally. Prior to joining Lubrizol, Daniel started his career as a research project manager for a nonprofit. Since then, he has served as director of consumer insights and strategy at Walmart, Director of brand and comms at Kantar TNS, and the VP of market insights,
This episode of the Happy Market Research Podcast was recorded in June 2020.
In this episode, we’ll hear from Aaron Burcell, CEO of methinks on his opinions and experiences about diversity in consumer insights.
Find Aaron Online:
Website: https://www.methinks.io
LinkedIn: https://www.linkedin.com/in/aaronburcell
Twitter: https://twitter.com/AaronBurcell
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
Epidemic Sound: https://www.epidemicsound.com/
This Episode is Sponsored by:
This episode is brought to you by SurveyMonkey. Almost everyone has taken its surveys, but did you know that SurveyMonkey offers complete solutions for market researchers? In addition to flexible surveys, their global Audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market feedback, with 7 new Expert Solutions for concept and creative testing. With built-in, customizable methodology, AI-Powered Insights, and industry benchmarking, you can get feedback on your ideas from your target market–in a presentation-ready format, by the way–in as little as an hour. For more information on SurveyMonkey Market Research Solutions, visit surveymonkey.com/market-research.
This episode is brought to you by Fuel Cycle Ignition. Ignition is the agile insights platform that empowers leaders and their teams to improve product, brand, customer, and employee experiences – no insights experience required. With FC Live virtual focus groups and interviews, an Ad Effective solution, and survey automation capabilities, Fuel Cycle Ignition offers the only all-in-one agile insights ecosystem for supercharging the relationship between brands and their customers and serves the world’s most innovative brands including Google, Hulu, Tufts Health Plan, Carhartt and more. To learn how Ignition can take your research to the next level, visit fuelcycle.com.
[00:00:00]
Jamin Brazil: Hi, I'm Jamin. You're listening to the Happy Market Research podcast. My guest, today, is Aaron Burcell, CEO of Methinks. Founded in 2015, methinks was founded in Korea by developers to help them add the customer point of view into their product decisions. Now, methinks is an online research platform allowing product developers, researchers, product managers, and companies the ability to interview and gather valuable insights for real consumers on demand. Prior to joining methinks, Aaron has been an executive serving as CMO to CEO, as well as lots of other roles, from many companies, including WebTV, one of my favorite acquisitions of Microsoft. And now he's - Sorry. He's also been one of the OGs in podcasting. Aaron, thanks for joining me on the Happy Market Research podcast today.
[00:01:10]
Aaron Burcell: Thank you. It's great to chat.
[00:01:11]
Jamin Brazil: Let's start with some context of who you are. Tell us a little bit about your parents, and how they informed who you are today.
[00:01:20]
Aaron Burcell: Wow. That's a great question. I love how you start this, by the way. It brings people in instantly.
[00:01:31]
Jamin Brazil: Thank you.
[00:01:31]
Aaron Burcell: I was - I'm almost full-blood Native American. My mother and father actually met at a Native American rights demonstration. It was actually an occupation. And in that process, they fell very much in love. My father was a real rabble rouser. He's full-blooded Native American; he's half Cheyenne and half Oglala Sioux. And I was living in my mom's stomach during the siege of Wounded Knee in the Dakotas, and ended up getting out of there, with my mom,
My guest today is Adam Froman, Founder & CEO of Delvinia.
Founded in 1998, Delvinia is a Canadian based Group of Companies that provide technology-enabled consumer insight and data collection solutions including Methodify, AskingCanadians, AskingAmericans, and CRIS.
Adam a Canadian-based entrepreneur, operator, and investor. According to Adam, we are in the midst of a digital transformation in Market Research that Delvinia has been involved in for over 20 years. He has made investments in Measure Protocol, Personal Panels, and the acquisition of CRIS.
Register for Amplify: https://www.delvinia.com/amplify/
Find Adam Online:
LinkedIn: https://www.linkedin.com/in/adamfroman
Twitter: https://twitter.com/adamfroman
Website: https://www.delvinia.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
Epidemic Sound: https://www.epidemicsound.com/
[00:00:00]
Jamin: Hi. I'm Jamin and you're listening to the Happy Market Research podcast. My guest today is Adam Froman, founder and CEO of Delvinia. Founded in 1998, Delvinia is a Canadian-based group of companies that provide technology-enabled customer insight and data collection solutions, including Methodify, AskingCanadians, Asking Americans, and CRS. Adam is a Canadian-based entrepreneur, operator, and investor. According to Adam, we are in the midst of a digital transformation in market research that Delvinia has been involved in for over 20 years. He has made investments in measure protocol, personal panels, and the acquisition of CRIS, C-R-I-S. Adam, thanks for joining me today on the Happy Market Research podcast.
[00:00:47]
Adam: Thank you, Jamin. I'm really, really, really, really, really, really happy to be here to do this. It's great to see someone who enjoys what they do as much as I do.
[00:00:59]
Jamin: I really appreciate it. Let's start with our kind of contextual question. Tell us a little bit about your parents and how they informed your current career.
[00:01:08]
Adam: My parents, who are – Thankfully, I still have my mom. She's 88. I lost my father two years ago. If I would summarize my parents, it would be unconditional support. My parents were in real estate and property management in Ottawa, Canada for many years. Classic small-city, small-Jewish-community parents, bringing you up in the diaspora of the world, trying to keep onto your Jewish culture, which interestingly enough, being the baby in my family, I got to kind of pursue my own path after my sister and brother went down theirs. I think what really demonstrates my parents and who they are as sort of business people and entrepreneurs was that when my brother at 19 decided he wanted to go and become a jazz drummer – And for Jewish parents, you're not gonna be a lawyer or a doctor or go to university for that. And he went to the U.S. to Berklee College of Music and became a jazz drummer. He's a teacher now. And they just supported him with his passion. So when I came out of school, I fumbled after I did my MBA. And it was 1992. It was a recession. But I had this passion called multimedia at the time. And they unconditionally supported my journey. My parents still don't know what I do to this day. They know I deal with something in technology, but they've always been very proud of me and have supported everything I've done. And it's been a foundation that has gotten me through some incredible difficult times. But also it's really inspired me to, when I do things well, it keeps a humility and a desire to make sure I'm taking care of those around me.
[00:02:51]
My guest today is Dom Boyd, Kantar Managing Director, UK.
Kantar was founded in 1992 and characterizes itself as a "data, insights and consulting company." It has more than 30,000 employees working in 100 countries in various research disciplines, including social media monitoring, advertising effectiveness, consumer and shopper behavior, and public opinion. It is part of WPP, and its global headquarters are in London, UK.
Prior to joining Kantar, Dom started his career in 1992 as a Content & Programme Director at WMUA 91.1 FM. Since then he has started several successful companies and served as a strategic executive at top agencies including Publicis Poke, APG, and Adam & Eve.
Find Dom Online:
LinkedIn: https://uk.linkedin.com/in/dom-boyd-27068b15
Twitter: https://twitter.com/domboyd
Website: https://www.kantar.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
Epidemic Sound: https://www.epidemicsound.com/
This Episode is Sponsored by:
This episode is brought to you by SurveyMonkey. Almost everyone has taken its surveys, but did you know that SurveyMonkey offers complete solutions for market researchers? In addition to flexible surveys, their global Audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market feedback, with 7 new Expert Solutions for concept and creative testing. With built-in, customizable methodology, AI-Powered Insights, and industry benchmarking, you can get feedback on your ideas from your target market–in a presentation-ready format, by the way–in as little as an hour. For more information on SurveyMonkey Market Research Solutions, visit surveymonkey.com/market-research.
This episode is brought to you by Fuel Cycle Ignition. Ignition is the agile insights platform that empowers leaders and their teams to improve product, brand, customer, and employee experiences – no insights experience required. With FC Live virtual focus groups and interviews, an Ad Effective solution, and survey automation capabilities, Fuel Cycle Ignition offers the only all-in-one agile insights ecosystem for supercharging the relationship between brands and their customers and serves the world’s most innovative brands including Google, Hulu, Tufts Health Plan, Carhartt and more. To learn how Ignition can take your research to the next level, visit fuelcycle.com.
[00:00:03]
Jamin Brazil: Hey everybody, I'm Jamin. You're listening to the Happy Market Research Podcast. My guest today is Dom Boyd, Kantar Managing Director, UK. Kantar was founded in 1992 and characterizes itself as a data, insights, and consulting company. It has more than 30,000 employees working in 100 countries in various research disciplines including social media monitoring, advertising effectiveness, consumer and shopper behavior, and public opinion. It is part of WPP and its global headquarters are in London, UK. Prior to joining Kantar, Dom started his career in 1992 as a content and program director at WMUA 91.1 FM. Since then, he has started several successful companies and has served as a strategic executive at top agencies, including PublicisPoke, APG, and Adam & Eve. Dom, thank you for being on the Happy Market Research Podcast.
[00:00:59]
Dom Boyd: Thanks for having me.
[00:01:01]
Jamin Brazil: So I'd like to start with some context. Tell us about your parents and how they informed what you do today.
[00:01:08]
Dom Boyd: This is a surprisingly challenging question. I think you always want to be what your parents aren't, maybe, and I've definitely followed, tended to sort of follow my own path, I guess,
In this episode, we’ll be providing tips on how to add strategy to market research. Stay tuned for the following weeks to hear the individual episodes of our referenced guests.
Referenced Guests:
Dan Stradtman, VP, Consumer & Market Insights at Lubrizol Corporation
LinkedIn: https://www.linkedin.com/in/danstradtman Twitter: https://twitter.com/insightdanWebsite: https://www.lubrizol.com
Dom Boyd, Kantar's UK Managing Director
LinkedIn: https://uk.linkedin.com/in/dom-boyd-27068b15 Twitter: https://twitter.com/domboydWebsite: https://www.kantar.com
Dominic Carter, CEO of The Carter Group
LinkedIn: https://www.linkedin.com/in/dominic-carter-404b62/Twitter: https://twitter.com/carterjmrm Website: https://the-carter-group.com
Debbie Howard, Chairman of The Carter Group
LinkedIn: https://www.linkedin.com/in/debbiehoward Twitter: https://twitter.com/carterjmrn Website: https://the-carter-group.com
Steve Kantscheidt, founder and CEO of Humantel
LinkedIn: https://www.linkedin.com/in/stevekantscheidt Twitter: https://twitter.com/HumantelInc Website: https://www.humantel.com
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Chueyee Online:
Email: chueyee@happymr.comLinkedIn: www.linkedin.com/in/chueyeeyangTwitter: www.twitter.com/chueyee15
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com Epidemic Sound: https://www.epidemicsound.com/ “Breathe” by Shane Ivers: https://www.silvermansound.com
This Episode’s Sponsor:
This episode is brought to you by SurveyMonkey. Almost everyone has taken its surveys, but did you know that SurveyMonkey offers complete solutions for market researchers? In addition to flexible surveys, their global Audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market feedback, with 7 new Expert Solutions for concept and creative testing. With built-in, customizable methodology, AI-Powered Insights, and industry benchmarking, you can get feedback on your ideas from your target market–in a presentation-ready format, by the way–in as little as an hour. For more information on SurveyMonkey Market Research Solutions, visit surveymonkey.com/market-research.
This episode is brought to you by Fuel Cycle Ignition. Ignition is the agile insights platform that empowers leaders and their teams to improve product, brand, customer, and employee experiences – no insights experience required. With FC Live virtual focus groups and interviews, an Ad Effective solution, and survey automation capabilities, Fuel Cycle Ignition offers the only all-in-one agile insights ecosystem for supercharging the relationship between brands and their customers and serves the world’s most innovative brands including Google, Hulu, Tufts Health Plan, Carhartt and more. To learn how Ignition can take your research to the next level, visit fuelcycle.com.
Jamin: COVID, West Coast WildFires, Presidential Elections, Black Lives Matter, Virtual School. 2020 will be marked as a year of change. This is why brands are looking at insights to drive action.
Dan Stradtman: That is one of the key changes is you really have to be focused in as an insights leader on return on investment. And what does that dollar buy me? And that can be very difficult to do, especially when you're talking about foundational research or early and early stage research type concept testing.
Jamin: I'm Jamin Brazil with Chueyee Yang and this is the Happy Market Research Podcast.
Chueyee: This is the capstone episode for our latest series on “How to Add Strategy to Market Research.” We have interviewed five research professionals from brands, agencies,
This episode is in partnership with MrWeb’s Data Visualization segment and was recorded on April 30, 2020. Since then the merger of Dapresy and Confirmit has progressed significantly. Details of the new company's structure and approach will be announced soon – stay tuned.
My guest today is Tobi Andersson, Chief Product Officer at Confirmit.
Founded in 1999, Dapresy is a data visualization platform for market research and customer experience data. Recently, Dapresy announced a merger with Confirmit, an early entrant in the DIY survey space as well as a leading CX platform.
Prior to joining Dapresy, Tobi was the Vice President of Hermelin Nordic Research.
Find Tobi Online:
Website: https://www.confirmit.com/
LinkedIn: https://www.linkedin.com/in/tobi-andersson
Twitter: https://twitter.com/dapresy_tobi
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music: “Clap Along” by Auditionauti: https://audionautix.com
[00:00:02]
Jamin Brazil: Hi. I’m Jamin Brazil. You’re listening to the Happy Market Research Podcast. My guest today is Tobi Andersson founder of Dapresy and Chief Product Officer at Confirmit. . Founded in 2008, Dapresy is a data visualization platform for market research and customer experience data. Recently, Dapresy announced a merger with Confirmit, and early entrant in the DIY survey space, as well as a leading CX platform. Prior to starting Dapresy, Tobi was the vice president of Hermelin Nordic Research. Tobi, thanks so much for joining me on the Happy Market Research Podcast today.
[00:00:38]
Tobi Andersson: Thank you very much. Glad to be here.
[00:00:41]
Jamin Brazil: Let’s start with our marquee question. Give us a little bit of context for the audience. What did your parents do, and how did that inform your current career?
[00:00:49]
Tobi Andersson: Yeah. That’s a good question. Actually, I didn’t plan to work within the market research industry. I originally grew up on a farm, and I was very much focusing on – during my time at school to become a farmer. And I also started very, very many years to get a master degree in farming. But during the studies, I realized that the farming industry, they needed to be more – using more technology. And at that time, this was the late ‘90s, there was not that much of IT solutions for the farming industry. So, during my study – the time at school, I started to learn how to program, because I wanted to create software for farmers. And I think I did that quite well, because I became a quite good programmer. And then when I was finishing my studies, and I was going to apply for my first job, that was actually at a market research agency, a fieldwork house, which is primarily market research. So, I applied for that job, and I started my career as a software programmer instead. So, yeah, that was a big change in my – to my focus. But that’s how I started in the industry.
[00:01:52]
Jamin Brazil: That’s so interesting. And we have seen an explosion over the last, I’d say five years, but it’s been obviously a lot more than that – earlier than that, that really mass adoption, with companies like John Deere, in the actual technology space. So, farming is now probably one of the more technologically enabled industries or sectors in our economy.
[00:02:14]
Tobi Andersson: No, I fully agree. The farming industry, it’s really much into technology nowadays. And here in Sweden I run a farm, in parallel with everything else I’m doing. And you can clearly see now, that technology has been very, very presenting in all the modern tractors and combines, and really supporting the farmers to get more out of each square of crops.
[00:02:37]
This episode is in collaboration with IIEX’s podcast series.
Our guests today are Laura Levy and Emma Varjo.
Laura is a human factors psychologist, specializing in how people interact and engage with technology.
She works at the Institute for People and Technology and she is Research Director of Gaming and Esports Applied Research at Georgia Tech, where she specializes in esports research, games user research, AR/VR, and human-computer interactions.
Laura received her BS in Zoology from the University of Florida, a MS in Biology and a MS in Psychology from Georgia Tech and is expected to earn her PhD in Psychology this Spring 2021 from Georgia Tech.
Emma Varjo is the UX Lead for Frozenbyte Oy.
Frozenbyte was founded in 2001 and headquartered in Helsinki, Finland. Now, with over 110 employees, Frozenbyte has 11 published titles. Most recently:
Boreal Blade which is a team-based melee fighting game with a focus on player vs player combat, The Trine series which is a best-selling game in the adventure genreAnd, Frozenbyte is scheduled to launch Starbase, a space MMO with a fully destructible and infinitely expanding universe, focused on building and designing spaceships and stations, exploration, resource gathering, crafting, trading, and combat.
Prior to joining Frozenbyte, Emma has served as both a software developer and software designer.
Find Laura Online:
Website: www.lauralevy.science
LinkedIn: https://www.linkedin.com/in/lauramlevy
Twitter: https://twitter.com/sciencelaura
Find Emma Online:
Website: https://www.frozenbyte.com
LinkedIn: https://www.linkedin.com/in/emmavarjo
Twitter: https://twitter.com/eevarjo
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Watch this episode: https://www.youtube.com/watch?v=L5FqExXM4rg
Music:
“Clap Along” by Auditionauti: https://audionautix.com
[00:00:00]Jamin Brazil: Hi. I’m Jamin. You're listening to the Happy Market Research Podcast. Actually you're seeing the Happy Market Research Podcast if you're joining us live today at the IIEX event. Today the show is being done in conjunction with IIEX’s podcast series and it is also going to be produced in our regular show feed wherever it is that you consume podcasts. The topic for today is the rise of Esports and how consumer insights are being used to make decisions. This is something I am really excited about as I’m a life-long gamer; been doing it since I was gosh, early days of Apple 2, Atari 2600 and now I’m 49-years-old still gaming with my kids, which is maybe a little bit embarrassing. I think I’m going to probably carry it with me to the grave. We’ve got two guests today that are joining us. Our first one is Laura Levy. Laura is a human factor’s psychologist specializing in how people interact and engage with technology. She started at the Institute for People and Technology and is a research director of Gaming and Esports Applied Research at Georgia Tech where she specializes in Esports research as you’ve probably already gathered, games, user research, AR, VR, and human computer interactions. Laura received her B. S. in zoology, which is super-interesting from the University of Florida, an M. S. in biology, and an M. S. in psychology from Georgia Tech and is expected to earn her PhD I think in six months, spring of 2021 from Georgia Tech. Laura, welcome to the Happy Market Research podcast turned blog.[00:01:51]Laura Levy: Thank you very much.[00:01:53]Jamin Brazil: Before we introduce our next guest Emma, who is the UX lead for a large video game company out of Finland I’d like to set some context. Maybe you could tell us Laura a little bit about your parents and what they do a...
My guest today is Jared Feldman, CEO & Founder of Canvs AI. Founded in 2010, Canvs is a software as a service company focused on measuring emotion.
Jared is an experienced entrepreneur and was named in Forbes’s prestigious 30 under 30 which identifies top entrepreneurs under 30 years of age.
Find Jared Online:
Website: https://www.canvs.ai
LinkedIn: https://www.linkedin.com/in/jaredfeldman
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
Epidemic Sound: https://www.epidemicsound.com/
This Episode is Sponsored by:
This episode is brought to you by SurveyMonkey. Almost everyone has taken its surveys, but did you know that SurveyMonkey offers complete solutions for market researchers? In addition to flexible surveys, their global Audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market feedback, with 7 new Expert Solutions for concept and creative testing. With built-in, customizable methodology, AI-Powered Insights, and industry benchmarking, you can get feedback on your ideas from your target market–in a presentation-ready format, by the way–in as little as an hour. For more information on SurveyMonkey Market Research Solutions, visit surveymonkey.com/market-research.
This episode is brought to you by Fuel Cycle Ignition. Ignition is the agile insights platform that empowers leaders and their teams to improve product, brand, customer, and employee experiences – no insights experience required. With FC Live virtual focus groups and interviews, an Ad Effective solution, and survey automation capabilities, Fuel Cycle Ignition offers the only all-in-one agile insights ecosystem for supercharging the relationship between brands and their customers and serves the world’s most innovative brands including Google, Hulu, Tufts Health Plan, Carhartt and more. To learn how Ignition can take your research to the next level, visit fuelcycle.com.
[00:00:00]
Jamin Brazil: Hi, everybody. I'm Jamin Brazil, and you're listening to the Happy Market Research Podcast. My guest today is Jared Feldman, CEO and Founder of Canvs AI. That's C-A-N-V-S AI. Foundered in 2010, Canvs is a software as a service company focused on measuring emotion. Jared is an experienced entrepreneur and has been named Forbes prestigious 30 Under 30, which identifies top entrepreneurs under 30 years of age. Jared, thanks so much for joining me on the Happy Market Research Podcast today.
[00:00:38]
Jared Feldman: Thanks so much for having me, Jamin. It's a pleasure to be here.
[00:00:43]
Jamin Brazil: Today, almost everyone has taken surveys. But did you know that SurveyMonkey offers complete solutions for professional market researchers? In addition to flexible surveys, their global audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market research feedback with seven new expert solutions for concept and creative testing. With built in customizable methodology, AI powered insights, and industry benchmarking, you can get feedback on your idea from your target market in a presentation ready format, and by the way, in as little as an hour. For more information on SurveyMonkey's market research solutions, please visit surveymonkey.com/market-research. That's surveymonkey.com/market-research. Support for the Happy Market Research Podcast comes from Fuel Cycle. This episode is brought to you by Fuel Cycle Ignition. Ignition is the agile insights platform that enables leaders and their teams to improve product, brand, customer, and employee experiences with no insights experience required.
In this episode, we’ll hear from Pepper Miller, President of the Hunter-Miller Group on her opinion and experiences about diversity in consumer insights.
Find Pepper Online:
Website: http://www.peppermiller.net
LinkedIn: https://www.linkedin.com/in/peppermiller
Twitter: https://twitter.com/peppermiller
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
Epidemic Sound: https://www.epidemicsound.com/
This Episode is Sponsored by:
This episode is brought to you by SurveyMonkey. Almost everyone has taken its surveys, but did you know that SurveyMonkey offers complete solutions for market researchers? In addition to flexible surveys, their global Audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market feedback, with 7 new Expert Solutions for concept and creative testing. With built-in, customizable methodology, AI-Powered Insights, and industry benchmarking, you can get feedback on your ideas from your target market–in a presentation-ready format, by the way–in as little as an hour. For more information on SurveyMonkey Market Research Solutions, visit surveymonkey.com/market-research.
This episode is brought to you by Fuel Cycle Ignition. Ignition is the agile insights platform that empowers leaders and their teams to improve product, brand, customer, and employee experiences – no insights experience required. With FC Live virtual focus groups and interviews, an Ad Effective solution, and survey automation capabilities, Fuel Cycle Ignition offers the only all-in-one agile insights ecosystem for supercharging the relationship between brands and their customers and serves the world’s most innovative brands including Google, Hulu, Tufts Health Plan, Carhartt and more. To learn how Ignition can take your research to the next level, visit fuelcycle.com.
[00:00:00]
Jamin Brazil: Hi, I'm Jamin Brazil. You're listening to the Happy Market Research Podcast. My guest today is Pepper Miller, a principal consultant and an award-winning market researcher and speaker. In 1995, Pepper founded Hunter-Miller Group, a market research and marketing strategy company. She followed this by being the lead consultant in the largest study about African Americans in 2008. It was called the Black American Today Segmentation Study, commissioned by Radio 1 and conducted by Glovich [ph]. Today, Pepper is the president of the Hunter-Miller Group, author of Black Still Matters in Marketing, and co-author of What's Black About It? Pepper, thanks for joining me on the Happy Market Research Podcast today.
[00:00:45]
Pepper Miller: I'm delighted to be here, Jamin, and I love your name, by the way. That's a very cool name.
[00:00:51]
Jamin Brazil: Thank you very much. I owe it all to my parents. I did it. I was going to say, "I did a good job picking."
[00:00:57]
Pepper Miller: I love that. That's right. We pick them.
[00:01:01]
Jamin Brazil: Anyway, so well, speaking of parents, tell me a little bit about your parents and how they informed what you do today.
[00:01:07]
Pepper Miller: So my parents, they're both deceased. I miss them a lot. Glad I picked them, to your note. But my parents- so my mom was an educator. And she was adventurous, Jamin. She was really ahead of her time. She had this intellectual curiosity, and I believe I got that from her. So my mother was traveling to Europe alone, and I remember she even- she went to Morocco too and she came back with pictures of her riding on a camel with a snake around her neck. So-.
[00:01:44]
Jamin Brazil: Oh my God.
[00:01:45]
My guest today is Jonatan Littke, co-founder of Lookback.
Founded in 2013, Lookback is a video capture and sharing application used by User Experience professionals to conduct both moderated and unmoderated user research projects that is used by over 1,600 companies globally.
Prior to founding Lookback, Jonatan founded several companies including GosuGamers one of the world’s largest eSports websites and Ripple, a UX Consultancy. Additionally, he was one of the original Spotify engineers.
Find Jonatan Online:
LinkedIn: https://www.linkedin.com/in/jonatanlittke
Twitter: https://twitter.com/littke
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
[00:00:00]
Jamin: Hi. You’re listening to the Happy Market Research podcast. My guest today is Jonatan Littke co-founder of Lookback. Founded in 2013, Lookback is a video capture and sharing application used by user experience professionals to conduct both moderated and unmoderated user research projects. Prior to founding Lookback, Jonatan founded several companies including GosuGamers. This is one of the world’s largest e-sports Web sites and Ripple, a UX consultancy. Additionally, he was one of the original Spotify engineers. Jonatan, thanks for joining me on the Happy Market Research podcast today.
[00:00:41]
Jonatan: Happy to be here Jamin.
[00:00:42]
Jamin: I’d like to start out with this contextual question. What did your parents do and how did they impact or inform what you’re doing today?
[00:00:49]
Jonatan: Sure. That’s a great question. So my dad was an engineer and a jet pilot in the Swedish military. And one of the things that my wife and I always think so much about his impact on me was how he is a man with a theme. And by that we mean that there’s something very central to his life, a particular interest or hobby at a given time and then when you meet him you will get to know about that theme. And I’m sure you have somebody in your life who’s like that. And my wife says that I’m like that and I kind of have that when I get something that feels like this is really what I need to do right now I just can't let go of it. And I think that’s part of being an entrepreneur. I didn’t really know what I was quote unquote growing up because I liked to do a bunch of different things. But over time I realized that that’s that tenacity of being I need to see this thing built or I need to see this solution coming to the world. I just can't let it go. Stay up all night thinking about it. So that’s probably the biggest contribution my dad had on me. I feel like that’s from him. Not being sure. But I think so. And then my mom was a doctor or is a doctor and she’s been also an educator in communications and teaching a lot about empathy and how doctors can meet patients with empathy and see it from their side and their situation and all of that. So I grew up with a lot of questions about feelings and a lot of don't say you did this say when you do that here’s what I feel. So when you say that thing that makes me feel angry. And growing up really learning how to verbalize my emotions and access them from within my body. Identify where in the body the emotions are and all these things. And I like to believe that, that helped impact my decision to run this current company which, Lookback which helps increase empathy. At least we hope so with that company. So that I think is one of the biggest things my mom gave me, that whole emotional feeling side.
[00:02:53]
Jamin: You think about empathy and then also this grit to see things through. Empathy’s at the core of consumer insights.
My guest today is Janet Standen, Co-Founder of Scoot Insights; and Katrina Noelle, President of KNow Research and Co-Founder of Scoot Insights.
Find Janet Online:
Website: https://scootinsights.com
LinkedIn: https://www.linkedin.com/in/janetstanden
Twitter: https://twitter.com/JanetStanden22
Find Katrina Online:
Website: https://scootinsights.com
Website: https://knowresearch.com
LinkedIn: https://www.linkedin.com/in/katrinanoelle
Twitter: https://twitter.com/kat_noelle
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
This episode is brought to you by SurveyMonkey. Almost everyone has taken its surveys, but did you know that SurveyMonkey offers complete solutions for market researchers? In addition to flexible surveys, their global Audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market feedback, with 7 new Expert Solutions for concept and creative testing. With built-in, customizable methodology, AI-Powered Insights, and industry benchmarking, you can get feedback on your ideas from your target market–in a presentation-ready format, by the way–in as little as an hour. For more information on SurveyMonkey Market Research Solutions, visit surveymonkey.com/market-research.
This episode is brought to you by Fuel Cycle Ignition. Ignition is the agile insights platform that empowers leaders and their teams to improve product, brand, customer, and employee experiences – no insights experience required. With FC Live virtual focus groups and interviews, an Ad Effective solution, and survey automation capabilities, Fuel Cycle Ignition offers the only all-in-one agile insights ecosystem for supercharging the relationship between brands and their customers and serves the world’s most innovative brands including Google, Hulu, Tufts Health Plan, Carhartt and more. To learn how Ignition can take your research to the next level, visit fuelcycle.com.
[00:00:03]Jamin Brazil: Hey everybody, thanks for listening. You are listening to the Happy Market Research Podcast. I have two amazing women with me today, Katrina Noelle as well as Janet Standen, and if you're involved at all in the Bay Area and user experience or qualitative research, you know both of these women's names pop up a lot. Ladies, thank you so much for joining me today.[00:00:25]Katrina Noelle: You're welcome. Glad to be here.[00:00:27]Janet Standen: Thanks so much for inviting us.[00:00:31]Jamin Brazil: Today almost everyone has taken surveys, but did you know that SurveyMonkey offers complete solutions for professional market researchers? In addition to flexible surveys, their global audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market research feedback with seven new expert solutions for concept and creative testing. With built-in customizable methodology, AI-powered insights, and industry benchmarking, you can get feedback on your idea from your target market in a presentation-ready format. Oh, and by the way, in as little as an hour. For more information on SurveyMonkey's market research solutions, please visit surveymonkey.com/market-research. That's surveymonkey.com/market-research. Support for the Happy Market Research Podcast comes from Fuel Cycle. This episode is brought to you by Fuel Cycle Ignition. Ignition is the agile insights platform that enables leaders and their teams to improve product, brand, customer, and employee experiences, with no insights experience required. With FC live virtual focus groups and interviews,
My guest today is Rick Kelly, Chief Product Officer at Fuel Cycle.
Founded in 2005, Fuel Cycle was started as a community management platform and has evolved into one of today’s leading experience management platforms.
Prior to joining Fuel Cycle, Rick started his career as a Communications Intern for US Senator Mick Crapo and held a senior leader at Survey Sampling International.
Find Rick Online:
Website: https://fuelcycle.com
LinkedIn: https://www.linkedin.com/in/rhkelly
Twitter: https://twitter.com/_rickkelly
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:“Clap Along” by Auditionauti: https://audionautix.com
This Episode is Sponsored by:
This episode is brought to you by SurveyMonkey. Almost everyone has taken its surveys, but did you know that SurveyMonkey offers complete solutions for market researchers? In addition to flexible surveys, their global Audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market feedback, with 7 new Expert Solutions for concept and creative testing. With built-in, customizable methodology, AI-Powered Insights, and industry benchmarking, you can get feedback on your ideas from your target market–in a presentation-ready format, by the way–in as little as an hour. For more information on SurveyMonkey Market Research Solutions, visit surveymonkey.com/market-research.
This episode is in partnership with MrWeb’s Insight in the Mobile Age segment.
My guest today is Chris Havemann, CEO of RealityMine.
Founded in 2012, RealityMine is a passive metering technology, enabling the tracking of consumers on multiple devices—across all major platforms—providing a holistic view of their daily lives. Headquartered in Manchester, England, with offices in London and Sydney.
Prior to joining RealityMine, Chris was the CEO of Rated People and the co-founder and CEO of Research Now.
Find Chris Online:
Website: https://www.realitymine.com/
LinkedIn: https://www.linkedin.com/in/chris-havemann-19a04b8/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:“Clap Along” by Auditionauti: https://audionautix.com
[00:00:00]
Jamin: Hi, I'm Jamin Brazil. You're listening to the Happy Market Research Podcast. My guest today is Chris Havemann, CEO of RealityMine. Founded in 2012, RealityMine is a passive metering technology enabling the tracking of consumers on multiple devices across all major platforms, providing a holistic view of their daily lives. RealityMine is headquartered in Manchester, England with offices in London and Sydney. Prior to joining RealityMine, Chris was the CEO of Rated People and the cofounder and CEO of Research Now. Chris, thank you so much for joining me on the Happy Market Research Podcast.
[00:00:37]
Chris: My pleasure, Jamin. Great to be here.
[00:00:40]
Jamin: So I'd like to start out with a little bit of context as usual. Maybe you could tell us a little bit about your parents and how they inform what you do today.
[00:00:47]
Chris: It's a really interesting question. Without wishing to disrespect my parents, just to give you an idea, my mom was a housewife and my stepdad was a university professor. And in fact, I don't think I do take much inspiration career-wise from what they did. If anything, I think my inspiration comes from my grandfather, who was a self-made entrepreneur. The only boss he ever had, he says - he used to say was the RAF during the second World War. And I think that seeded somewhere in me an entrepreneurial gene that led to me cofounding Research Now and other things in the world of market research.
[00:01:24]
Jamin: Did you spend a lot of time with your grandfather?
[00:01:27]
Chris: Yes, I did. I actually left my parents' home on my 15th birthday. At the time we were living in Canada, and I moved across the Atlantic back to where I was born in England. And I lived with my grandparents, so my sort of formative teenage years or late teenage years were living with my grandparents.
[00:01:42]
Jamin: That's super interesting because I have a similar story. It's not about me, sorry, but just from a connection perspective, I did a similar thing where I moved out of my parents' in my mid-teens and in with my grandparents. And my grandfather was instrumental in my life in a very similar way as an entrepreneur, and he had his hands in lots of different things from garden farming to farmers market-type things to dairies, importing and exporting and whatnot. And so is very - I think that the entrepreneurial gene for me really came from his mentorship, and yes. So was he part of or around when you started Research Now?
[00:02:33]
Chris: Yes, he was. He's dead now because we started Research Now, myself and Andrew Cooper way back in 2000 actually, or 2003 when we rebranded as Research Now. And he was alive for about another seven or eight years after that, so he saw the early struggle, which I think all entrepreneurs go through. But also, I'm very pleased to be conscious that he also saw the early successes,
In this episode, we’ll hear from Iris Yim, Principal and Chief Strategist at Sparkle Insights on her opinion and experiences about diversity in consumer insights.
Find Iris Online:
Website: sparkleinsights.com
LinkedIn: https://www.linkedin.com/in/sparkleinsights
Twitter: https://twitter.com/SparkleInsights
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
Epidemic Sound: https://www.epidemicsound.com/
This Episode is Sponsored by:
This episode is brought to you by SurveyMonkey. Almost everyone has taken its surveys, but did you know that SurveyMonkey offers complete solutions for market researchers? In addition to flexible surveys, their global Audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market feedback, with 7 new Expert Solutions for concept and creative testing. With built-in, customizable methodology, AI-Powered Insights, and industry benchmarking, you can get feedback on your ideas from your target market–in a presentation-ready format, by the way–in as little as an hour. For more information on SurveyMonkey Market Research Solutions, visit surveymonkey.com/market-research.
This episode is brought to you by Fuel Cycle Ignition. Ignition is the agile insights platform that empowers leaders and their teams to improve product, brand, customer, and employee experiences – no insights experience required. With FC Live virtual focus groups and interviews, an Ad Effective solution, and survey automation capabilities, Fuel Cycle Ignition offers the only all-in-one agile insights ecosystem for supercharging the relationship between brands and their customers and serves the world’s most innovative brands including Google, Hulu, Tufts Health Plan, Carhartt and more. To learn how Ignition can take your research to the next level, visit fuelcycle.com.
[00:00:00]
Jamin Brazil: Hi, I'm Jamin Brazil and you're listening to the Happy Market Research podcast. My guest today is Iris Yim, principal and chief strategist at Sparkle Insights. Founded in 2015, Sparkle Insights is a full service research and strategy firm with extensive experience in insight development for Fortune 500 companies. Iris, thank you very much for joining me on the Happy Market Research podcast today.
[00:00:22]
Iris Yim: Thank you, yes, happy to be here.
[00:00:25]
Jamin Brazil: Can you give us a little bit of context about yourself. Tell us about your parents and what they did and how they informed what you do today.
[00:00:32]
Iris Yim: OK, so I am originally from Taiwan. I've been in the US since 2000. My father is an artist based in Taipei, Taiwan. He practices classical, old masters oil paintings like the ones that you will see in a museum. And my mother is a housewife and both of them, they are very open minded and, as you see, I'm very lucky. They never imposed their opinions on me and I have had the luxury to make major life decisions such as college major, graduate studies, and marriage by myself which is quite unusual for an Asian family. So, I majored in foreign literatures and languages in college, decided to pursue graduate studies in the US. And I married a Dane, my husband is from Denmark. So, all these decisions resulted in what I do today, and I live and breathe different cultures, both professionally as a market research because I specialize in multicultural research, and also in my personal life.
[00:01:38]
Jamin Brazil: A Dane, that's a big - so, like the Vikings.
[00:01:41]
Iris Yim: Yes. And he teaches Asian studies at UNC Chapel Hill and that's why we ended up here in North Carolina.
...
In this episode, we’ll hear from Maya Kantak, Consumer Insights Manager at Disney Parks, Experiences, and Products on her opinion and experiences about diversity in consumer insights.
Find Maya Online:
Website: https://disneyparks.disney.go.com
LinkedIn: https://www.linkedin.com/in/mkantak
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
Epidemic Sound: https://www.epidemicsound.com/
This Episode is Sponsored by:
This episode is brought to you by SurveyMonkey. Almost everyone has taken its surveys, but did you know that SurveyMonkey offers complete solutions for market researchers? In addition to flexible surveys, their global Audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market feedback, with 7 new Expert Solutions for concept and creative testing. With built-in, customizable methodology, AI-Powered Insights, and industry benchmarking, you can get feedback on your ideas from your target market–in a presentation-ready format, by the way–in as little as an hour. For more information on SurveyMonkey Market Research Solutions, visit surveymonkey.com/market-research.
This episode is brought to you by Fuel Cycle Ignition. Ignition is the agile insights platform that empowers leaders and their teams to improve product, brand, customer, and employee experiences – no insights experience required. With FC Live virtual focus groups and interviews, an Ad Effective solution, and survey automation capabilities, Fuel Cycle Ignition offers the only all-in-one agile insights ecosystem for supercharging the relationship between brands and their customers and serves the world’s most innovative brands including Google, Hulu, Tufts Health Plan, Carhartt and more. To learn how Ignition can take your research to the next level, visit fuelcycle.com.
[00:00:00]
Jamin Brazil: Hi, I'm Jamin Brazil, you're listening to the Happy Market Research podcast. My guest today is Maya Kantak, consumer insights manager at Disney Parks, Experiences, and Products. Prior to joining Disney, Maya's held senior roles in the market research and insights functions at Del Taco and Honda Research and Development. Maya, thanks for joining me on the Happy Market Research podcast today.
[00:00:21]
Maya Kantak: Hey, thanks for having me.
[00:00:24]
Jamin Brazil: It's an absolute honor. I'd like to start with a little bit of context. Maybe you could tell us about your parents and how they informed what you do today.
[00:00:32]
Maya Kantak: Yeah, absolutely. Thanks again for having me. It's actually a really funny story. So my parents were both immigrants from India. They came to the U.S. during college and graduate school and what's actually really interesting is that my dad, he went into the workforce a little bit earlier than my mom and he went into engineering on the product development side and in turn, he kind of became an end-user of market research. So when my mom was ready to enter the work force with her social psych degree, my dad kind of nudged her into market research, which makes me one of the few rare second-generation market researchers.
[00:01:11]
Jamin Brazil: Yeah.
[00:01:12]
Maya Kantak: Yeah, so it's really interesting. She went first on the client side, she went to Pioneer, and then Mitsubishi and when Mitsubishi was moving to – their headquarters to Atlanta, my mom decided to venture out and start her own full-service market research firm, Acquired Research West.
[00:01:29]
Jamin Brazil: Do you remember her first client?
[00:01:30]
Maya Kantak: Her first client was Honda, actually.
In this episode, we’ll hear from Orion Brown, founder of the Black Travel Box & Brand Management Consultant on her opinion and experiences about diversity in consumer insights.
Find Orion Online:
Website: theblacktravelbox.com
LinkedIn: https://www.linkedin.com/in/orionbrown
Twitter: https://twitter.com/Orion_Helana
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
Epidemic Sound: https://www.epidemicsound.com/
This Episode is Sponsored by:
This episode is brought to you by SurveyMonkey. Almost everyone has taken its surveys, but did you know that SurveyMonkey offers complete solutions for market researchers? In addition to flexible surveys, their global Audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market feedback, with 7 new Expert Solutions for concept and creative testing. With built-in, customizable methodology, AI-Powered Insights, and industry benchmarking, you can get feedback on your ideas from your target market–in a presentation-ready format, by the way–in as little as an hour. For more information on SurveyMonkey Market Research Solutions, visit surveymonkey.com/market-research.
This episode is brought to you by Fuel Cycle Ignition. Ignition is the agile insights platform that empowers leaders and their teams to improve product, brand, customer, and employee experiences – no insights experience required. With FC Live virtual focus groups and interviews, an Ad Effective solution, and survey automation capabilities, Fuel Cycle Ignition offers the only all-in-one agile insights ecosystem for supercharging the relationship between brands and their customers and serves the world’s most innovative brands including Google, Hulu, Tufts Health Plan, Carhartt and more. To learn how Ignition can take your research to the next level, visit fuelcycle.com.
[00:00:00]
Jamin Brazil: Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. My guest today is Orion Brown, founder of The Black Travel Box and brand management consultant. The Black Travel Box is a line of personal care products for travelers of color, that makes travel easier. Prior to starting The Black Travel Box, Orion has served as senior brand manager at Kraft Foods, Backflip Studios, and Oracle. Thank you so much, Orion, for joining me on the Happy Market Research Podcast today.
[00:00:29]
Orion Brown: No problem. Thanks for having me.
[00:00:31]
Jamin Brazil: So, I’d like to start with a little bit of context. Tell us about your parents, and how they have formed what you’re doing today.
[00:00:38]
Orion Brown: So, I grew up on the south side of Chicago. I grew up primarily in a single-parent household. I was raised by my mom. And my dad and I actually are in touch later in life. And so, for many years, I was the only child, with a lot of time on my hands. Similar to kind of how people are feeling right now. I spent a lot of time reading, and being very nerdy. And that was always really encouraged by both of my parents, just to work really hard, and have very, very clear goals. And so, ironically, what I do today has nothing to do with what I’d say the first 20, 22 years of my life focused on. I always thought I was going to be a doctor, and a lot of life happened, and I got to my junior year of college, and I was like, I need to pivot, and I need to go get a real skill. Because all– I know pipettes and I know O-chem. But, like, how do I go out into the world? And so, really for me, I think it was the encouragement to focus on goals, and be really clear about what it is that I want. And then,
In this episode, we’ll hear from Mario Carrasco, cofounder of ThinkNow on his opinion and experiences about diversity in consumer insights.
Find Mario Online:
Website: https://thinknow.com
LinkedIn: https://www.linkedin.com/in/marioxcarrasco
Twitter: https://twitter.com/marioxcarrasco
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
Epidemic Sound: https://www.epidemicsound.com/
This Episode is Sponsored by:
This episode is brought to you by SurveyMonkey. Almost everyone has taken its surveys, but did you know that SurveyMonkey offers complete solutions for market researchers? In addition to flexible surveys, their global Audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market feedback, with 7 new Expert Solutions for concept and creative testing. With built-in, customizable methodology, AI-Powered Insights, and industry benchmarking, you can get feedback on your ideas from your target market–in a presentation-ready format, by the way–in as little as an hour. For more information on SurveyMonkey Market Research Solutions, visit surveymonkey.com/market-research.
This episode is brought to you by Fuel Cycle Ignition. Ignition is the agile insights platform that empowers leaders and their teams to improve product, brand, customer, and employee experiences – no insights experience required. With FC Live virtual focus groups and interviews, an Ad Effective solution, and survey automation capabilities, Fuel Cycle Ignition offers the only all-in-one agile insights ecosystem for supercharging the relationship between brands and their customers and serves the world’s most innovative brands including Google, Hulu, Tufts Health Plan, Carhartt and more. To learn how Ignition can take your research to the next level, visit fuelcycle.com.
[00:00:00]
Jamin Brazil: Hey everybody. This is Jamin, you're listening to the Happy Market Research podcast. Thanks so such for tuning in. My guest today is Mario Carrasco. Mario is the cofounder of ThinkNow based out of Burbank, California area. Mario, thanks for being on the podcast.
[00:00:19]
Mario Carrasco: Thanks for having me, excited to be on.
[00:00:23]
Jamin Brazil: This episode is brought to you by SurveyMonkey. Today almost everyone has taking a survey, but did you know that SurveyMonkey offers complete solutions for market researchers? In addition to flexible surveys, their global audience panel, and research services, SurveyMonkey has launched a fast and easy way to collect market feedback. They have seven new expert solutions for concept and creative testing. With build in customized methodologies, AI powered insights, and industry benchmarking, you can get feedback on your ideas from your target market in a presentation ready format, any by the way, in as little as an hour. For more information of SurveyMonkey's market research solutions visit surveymonkey.com/market-research. That's surveymonkey.com/market-research. Mention the Happy Market Research podcast to the SurveyMonkey sales team before June 30th for a discount off your first project. So, how long have you been in the industry?
[00:01:30]
Mario Carrasco: The industry, I've been saying I feel like ten years, for ten years. So, a little bit over ten years now. Oh no, now, see I'm wrong again. ThinkNow has been around for like nine years now and I was in the industry about four or five years before that.
[00:01:48]
Jamin Brazil: That's awesome man, you've made it - I think you've been around - if it's any indication, everybody I know which is probably self - actually it's 100% self-se...
This episode is in partnership with MrWeb’s Insight in the Mobile Age segment.
My guest today is Giles Palmer, Founder and CEO of Brandwatch.
Founded in 2007, Brandwatch is a global enterprise social intelligence company. It allows users to analyze and utilize conversations from across the social web. Brandwatch employs more than 500 people.
Giles is also the Chairman of Futrli, an SMB focused software company.
Prior to founding Brandwatch, Giles founded the Runtime Collective, a software company. And, he started his career in accounting.
Find Giles Online:
Website: https://www.overtheshoulder.com/
LinkedIn: https://www.linkedin.com/in/ross-mclean-9766842/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:“Clap Along” by Auditionauti: https://audionautix.com
[00:00:00]
Jamin: Hi, everybody, I'm Jamin. You're listening to the Happy Market Research Podcast. My guest today is Giles Palmer, founder and CEO of Brandwatch. Founded in 2007, Brandwatch is a global enterprise social intelligence company. It allows users to analyze and utilize conversations from across the social web. Brandwatch employs more than 500 people. Giles is also the chairman of Futrli, an S&B-focused software company. Prior to founding Brandwatch, Giles founded the Runtime Collective, a software company, and he started his career in accounting. Giles, thank you so much for joining on the Happy Market Research Podcast today.
[00:00:42]
Giles: It's a pleasure to be here, Jamin.
[00:00:43]
Jamin: Let's start with a little bit of context. Tell us about your parents and how they informed what you're doing today.
[00:00:51]
Giles: Yeah, my parents were - well, my dad is no longer alive. My mom is. They were kind of a traditional stay-at-home mom, working dad family. My dad had a very high work ethic. He came from a working-class background. He was kind of a smart guy that did OK at school. And eventually got into quantity surveying. So, kind of geeky surveying. And joined a firm when he was, I think, 27. And retired from the same firm when he was 55. And he worked his way up to senior partner. So, he just kind of grounded out in the same industry for 30-odd years. And just worked really hard. And didn't put too much pressure on me and my sister to work hard when we were kids. In fact, I often asked him for advice, and he was reluctant to give me any advice. He was kind of like, you've just got to figure it out for yourself, Giles. I went to a private school, I went to a good university. I read physics at University, I came out of that. I was bumped up a year at school, so I came out pretty young. And I was trying to figure out what I was going to do with my life. I had no idea about anything at that point. I was kind of 21. So, a little bit like studying law in the US, you can go into British grads often - certainly back then, in the early '90s, went into accountancy to get a kind of a general business grounding. So, I went and did that. I was really not very good at it. My heart wasn't in it. And then I kind of joined a few industries, I explored a few different industries. Didn't really get on with any of those. I was a geeky kid. I was into computer games and programming and stuff. And I kind of got - the Internet really didn't appear until I was in my late 20s. And when it did, I kind of - me and some friends started up a company, which we call Runtime Collective, building web applications for people. But in terms of my parents' influence on me, I think if I could take one thing out of that, it would be work ethic. I was kind of a lazy kid. I found schoolwork incredibly boring, but I could do it reasonably well.
This episode is in partnership with MrWeb’s Insight in the Mobile Age segment and was recorded in February 2020.
My guest today is Ross McLean, Co-Founder, Executive Director at Over the Shoulder.
Over the Shoulder was founded in 2010 as a qualitative technology platform for diary-like studies. On December 9th, 2019, Over the Shoulder announced its sell to 20|20. 20|20 is headquartered in Nashville, with an office in Denver and top-rated qualitative facilities in Nashville, Charlotte, and Miami.
Prior to co-founding OTS, Ross worked on the marketing agency side where he oversaw brand strategy on brands including Kraft Mac & Cheese, Jello, Lunchables, Kentucky Fried Chicken, and State Farm.
Find Ross Online:
Website: https://www.overtheshoulder.com/
LinkedIn: https://www.linkedin.com/in/ross-mclean-9766842/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
[00:00:03]
Jamin: Hi, I'm Jamin. You're listening to the Happy Market Research Podcast. My guest today is Ross McLean, co-founder, executive director at Over the Shoulder. Over the Shoulder was founded in 2010 as a qualitative technology platform for diary-like studies. On December 9th, 2019, Over the Shoulder announced its sell to 20/20. 20/20 is headquartered in Nashville with an office in Denver and top-rated qualitative facilities in Nashville, Charlotte, and Miami. Prior to co-founding OTS or Over the Shoulder, Ross worked on the marketing agency side, where he oversaw brand agency strategies for big companies, including Kraft Mac & Cheese, Jello, Lunchables, Kentucky Fried Chicken, and State Farm. Ross, thanks so much for joining me on the Happy Market Research Podcast today.
[00:00:53]
Ross: Thank you for having me. Very happy to be here.
[00:00:58]
Jamin: This episode is brought to you by Survey Monkey. Today, almost everyone has taken a survey, but did you know that Survey Monkey offers complete solutions for market researchers? In addition to flexible surveys, their global audience panel and research services. Survey Monkey has launched a fast and easy way to collect market feedback. They have seven new expert solutions for concept and creative testing. With built in customized methodologies, AI powered insights, and industry benchmarking, you can get feedback on your ideas from your target market in a presentation ready format, and by the way, in as little as an hour. For more information on Survey Monkey's market research solutions, visit surveymonkey.com/market-research. That's surveymonkey.com/market-research. Mention the Happy Market Research Podcast to the Survey Monkey sales team before June 30th for a discount off your first project. So we like to start out with this context question. Tell us a little bit about your parents and how they informed what you're doing today.
[00:02:10]
Ross: Yes. So I read ahead, and I knew this question was coming, so I thought about it a little bit. So my dad, he was a marketing guy for a big company in Canada, and I think I learned a lot through just observations and hearing his stories and hearing him discuss what that world was sort of like and how it worked. But I think, you know, I tried to boil it down a little bit more, and I think the thing that affected me most that he taught me was probably empathy. He was very, very big on hold your temper. Don't ever judge anyone until you've walked a mile in their shoes, and you really need to understand the perspective of somebody else, even if it's difficult, even if it's kind of objectionable, so that you can understand where their head's at, and you can go forward.
In this episode, we’ll hear from insight professionals at top brands and consultancies on their opinions and experiences about diversity in consumer insights.
Stay tuned for the following weeks to hear the individual episodes of our referenced guests.
Referenced Guests:
Aaron Burcell, CEO of methinksWebsite: https://www.methinks.io LinkedIn: https://www.linkedin.com/in/aaronburcellTwitter: https://twitter.com/AaronBurcellIris Yim, Principal and Chief Strategist at Sparkle InsightsWebsite: sparkleinsights.com LinkedIn: https://www.linkedin.com/in/sparkleinsightsTwitter: https://twitter.com/SparkleInsightsMaya Kantak, Consumer Insights Manager at Disney Parks, Experiences, and ProductsWebsite: https://disneyparks.disney.go.comLinkedIn: https://www.linkedin.com/in/mkantak Mario Carrasco, cofounder of ThinkNow Website: https://thinknow.comLinkedIn: https://www.linkedin.com/in/marioxcarrasco Twitter: https://twitter.com/marioxcarrasco Orion Brown, founder of the Black Travel Box & Brand Management ConsultantWebsite: theblacktravelbox.comLinkedIn: https://www.linkedin.com/in/orionbrown Twitter: https://twitter.com/Orion_Helana Pepper Miller, President of the Hunter-Miller GroupWebsite: http://www.peppermiller.netLinkedIn: https://www.linkedin.com/in/peppermiller Twitter: https://twitter.com/peppermiller
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Chueyee Online:
Email: chueyee@happymr.comLinkedIn: www.linkedin.com/in/chueyeeyangTwitter: www.twitter.com/chueyee15
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com Epidemic Sound: https://www.epidemicsound.com/ Chris Rock's Opening Monologue: https://youtu.be/kqhVNZgZGqQ
This Episode is Sponsored by:
This episode is brought to you by SurveyMonkey. Almost everyone has taken its surveys, but did you know that SurveyMonkey offers complete solutions for market researchers? In addition to flexible surveys, their global Audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market feedback, with 7 new Expert Solutions for concept and creative testing. With built-in, customizable methodology, AI-Powered Insights, and industry benchmarking, you can get feedback on your ideas from your target market–in a presentation-ready format, by the way–in as little as an hour. For more information on SurveyMonkey Market Research Solutions, visit surveymonkey.com/market-research.
This episode is brought to you by Fuel Cycle Ignition. Ignition is the agile insights platform that empowers leaders and their teams to improve product, brand, customer, and employee experiences – no insights experience required. With FC Live virtual focus groups and interviews, an Ad Effective solution, and survey automation capabilities, Fuel Cycle Ignition offers the only all-in-one agile insights ecosystem for supercharging the relationship between brands and their customers and serves the world's most innovative brands including Google, Hulu, Tufts Health Plan, Carhartt and more. To learn how Ignition can take your research to the next level, visit fuelcycle.com.
This is just a quick, “Hi!” 👋 And, I hope you are safe and sound.
Mr. Floyd’s brutal murder is disturbing and heartbreaking. For me, I have not watched the videos and have turned off the news.
Of course, ignoring it does not make the issues of racism, mental illness, abuse, etc. go away.
Today, messages scale at a global level. Everyone is a content creator. We have professional cameras tethered to our hands and hearts. Plus, a global audience. This enables injustice and horror to travel at the speed of light.
But it works the other way too. Messages of 💓 and support also scale and help us correct our 👁️ of the 🌐.
I hope you find encouragement, solace and 🤗's during these difficult times. Please take ⏱️ to connect with each other. Jump on a Zoom with a friend, colleague, or client and chat for 10 minutes.
If you are looking for others to connect with, I am still hosting a Virtual Lunch every Tuesday and Friday. Tuesday’s lunch is usually focused on market research while Friday’s are all about FUN! Something we all need a little more of.
📅 Every Tuesday
⌚ 11-11:30 PT
📍 https://zoom.us/j/304919847?pwd=NGtEWnBHaXVTTVUza1h4Zk82SEZmUT09
📅 Every Friday
⌚ 11-11:30 PT
📍 https://zoom.us/j/304919847?pwd=NGtEWnBHaXVTTVUza1h4Zk82SEZmUT09
Last Friday, Cait Wilson with YouGov lead us in a virtual game of Jeopardy. If Alex Trebek had been in attendance, he would have hired her on the spot! 😊
In closing, keep in 🧠 that during these uncertain times, brands are in a state of 😖 too. We’ve all had projects that were a 100% go and then got put on hold indefinitely due to COVID19 or more recent events. This creates a significant opportunity for you.
Walk alongside your customers and help them connect.
Have a great rest of your day!
My guest today is Andrew Moffatt, Partner & Chief Strategy Officer at OpinionRoute.
Founded in 2013, OpinionRoute is a services and software company focused on quantitative market research. They are most widely known for their CleanID offering designed to identify survey participants who are bots or survey farms.
Prior to joining OpinionRoute, Andrew spent 17 years at Survey Sampling International which was acquired by Dynata where he started as a Sales Director and moved up to SVP, Global Strategic Partnerships.
Find Andrew Online:
LinkedIn: https://www.linkedin.com/in/andrew-moffatt-7064422/
Twitter: https://twitter.com/moff727
Website: https://www.opinionroute.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode’s Sponsor:
This episode is brought to you by SurveyMonkey. Almost everyone has taken its surveys, but did you know that SurveyMonkey offers complete solutions for market researchers? In addition to flexible surveys, their global Audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market feedback, with 7 new Expert Solutions for concept and creative testing. With built-in, customizable methodology, AI-Powered Insights, and industry benchmarking, you can get feedback on your ideas from your target market–in a presentation-ready format, by the way–in as little as an hour.
For more information on SurveyMonkey Market Research Solutions, visit surveymonkey.com/market-research. Mention the Happy Market Research Podcast to the SurveyMonkey sales team before June 30th, for a discount off of your first project.
[00:00:02]
Jamin Brazil: Hi. I’m Jamin Brazil. You're listening to the Happy Market Research podcast. My guest today is Andrew Moffatt, partner and chief strategy officer at OpinionRoute. Founded in 2013, OpinionRoute is a services and software company focused on quantitative market research. They are widely known for their clear ID offering designs to identify surrogate participants who are either bots or come from a survey farm. Prior to joining OpinionRoute, Andrew spent 17 years at Survey Sampling International, which was acquired by Dynata where he started as a sales director and then moved up to SVP of global strategic partnerships. Andrew, thanks very much for joining me on the Happy Market Research podcast today.
[00:00:45]
Andrew Moffatt: Thanks for having me Jamin Brazil. Nice to be here.
[00:00:50]
Jamin Brazil: This episode is brought to you by Survey Monkey. Today almost everyone has taken a survey but did you know that Survey Monkey offers complete solutions for market researchers. In addition to flexible survey, their global audience panel and research services Survey Monkey has launched a fast and easy way to collect market feedback. They have seven new expert solutions for concept and creative testing. With built-in, customized methodologies, AI-powered insights, and industry benchmarking, you can get feedback on your ideas from your target market in a presentation-ready format. And by the way, in as little as an hour. For more information on Survey Monkey’s market research solutions visit Survey Monkey.com/market-research. That’s Survey Monkey.com/market-research. Mention the Happy Market Research podcast to the Survey Monkey sales team before June 30th for a discount off your first project. Before we jump into the company, I want to talk a little bit about yourself. Give us some context. Tell us about your parents and how they informed what you do today.
[00:02:02]
Andrew Moffatt: Sure. So I grew up in Ireland actually.
My guest today is Steve Mast, President & Chief Innovation Officer at Delvinia.
Founded in 1998, Delvinia is a Canadian based Group of Companies that provide consumer insight and data collection solutions including Delvinia Custom Solutions, AskingCanadians, AskingAmericans, and Methodify.
Prior to joining Devinia in 2000, Steve has been a video game producer, architectural designer, and entrepreneur.
Find Steve Online:
Twitter: www.twitter.com/stevemast
LinkedIn: www.linkedin.com/in/stevemast
Website: www.delvinia.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode’s Sponsor:
This episode is brought to you by SurveyMonkey. Almost everyone has taken its surveys, but did you know that SurveyMonkey offers complete solutions for market researchers? In addition to flexible surveys, their global Audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market feedback, with 7 new Expert Solutions for concept and creative testing. With built-in, customizable methodology, AI-Powered Insights, and industry benchmarking, you can get feedback on your ideas from your target market–in a presentation-ready format, by the way–in as little as an hour.
For more information on SurveyMonkey Market Research Solutions, visit surveymonkey.com/market-research. Mention the Happy Market Research Podcast to the SurveyMonkey sales team before June 30th, for a discount off of your first project.
[00:00:03]
Jamin Brazil: Hi, I'm Jamin. You're listening to the Happy Market Research podcast. My guest today is Steve Mast, President and Chief Innovation Officer at Delvinia. Founded in 1998, Delvinia is a Canadian based group of companies that provide consumer insights and data collection solutions, including Delvinia custom solutions, Asking Canadians, Asking Americans and Methodify. Prior to joining Delvinia in 2000, Steve has been a video game producer, architectural designer and entrepreneur. Steve, thanks so much for joining me on the Happy Market Research podcast today.
[00:00:38]
Steve Mast: Thanks, man. It's great talking to you again.
[00:01:46]
Jamin Brazil: So the world has changed. It is March 27th, 2020. We're going to talk about that in a minute. But before we do, let's set some context. Tell us a little bit about your parents and how they have informed what you do today?
[00:01:59]
Steve Mast: Sure, well, first off, my mom actually she worked at the local hospital. She was a ward clerk, so she was a front line staffer if you will. So first and foremost, hats off to all the front line folks right now that are dealing with this crisis that we're going through right now. So big shout out to them. My dad was in banking, pretty much so for 37 years, I thought about the years right. But he really loved to work with his hands. He actually didn't really love banking, but back then, you were either a doctor or lawyer or a banker. That's what you did when you got out of school but he loved to create. Particular to build furniture, homes, he built huge parts of our cottage. So he loved to work with his hands. And they both were really good at design, particularly they were very crafty, very resourceful people. So I think I kind of inherited a lot of that from them. Obviously when I got out of school, I had no desire to be in banking. Hence I had this sort of interesting career path which I sort of referred to as a squiggly line versus a straight line. Had really no idea then I loved design, took architecture, realized you probably don't want me designing buildings because I think they would fall ov...
My guest today is Henrik Mattsson, CEO of Lookback.
Founded in 2013, Lookback is a video capture and sharing application used by User Experience professionals to conduct both moderated and unmoderated user research projects that is used by over 1,600 companies globally.
Prior to joining Lookback, Henrik was the co-founder of Authentique Partners, an entrepreneurial advisory boutique.
Find Henrik Online
Twitter: www.twitter.com/IamHenrikM
LinkedIn: www.linkedin.com/in/henrik-mattsson
Website: lookback.io
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode’s Sponsor:
This episode is brought to you by SurveyMonkey. Almost everyone has taken its surveys, but did you know that SurveyMonkey offers complete solutions for market researchers? In addition to flexible surveys, their global Audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market feedback, with 7 new Expert Solutions for concept and creative testing. With built-in, customizable methodology, AI-Powered Insights, and industry benchmarking, you can get feedback on your ideas from your target market–in a presentation-ready format, by the way–in as little as an hour.
For more information on SurveyMonkey Market Research Solutions, visit surveymonkey.com/market-research. Mention the Happy Market Research Podcast to the SurveyMonkey sales team before June 30th, for a discount off of your first project.
[00:00:03]
Jamin: Hi, I'm Jamin, and you're listening to the Happy Market Research Podcast. This is a special edition of the Happy Market Research Podcast, aiming to help companies cope during this tumultuous time. My guest today is Henrik Mattsson, CEO of Lookback, founded in 2013. Lookback is a video-capture and sharing application used by user experience professionals to conduct both moderated and unmoderated user research projects that is used by over 1,600 companies globally. Prior to joining Lookback, Henrik was the cofounder of Authentic Partners, an entrepreneurial advisory board. Henrik, thank you so much for joining me on the Happy Market Research Podcast today.
[00:00:43]
Henrik: Thanks for having me, Jamin.
[00:00:44]
Jamin: Let's start out with a personal note. How are you and your family during this time of COVID-19?
[00:00:52]
Henrik: We're doing fine, thank you. They closed the schools here in Montreal where I'm based, so the kids are very excited about that right now. But I'm sure as time goes on here, we're going to have to come up with some things to do to keep them busy.
[00:01:09]
Jamin: There's a whole parenting thing here happening. So I have a 12, 15, and 18-year-old, all of which are in school. Now their schools are postponed. Right now it's one week, but potentially it could be through the balance of the year. It's interesting to me because they're home right now alone, which I don't like very much. And I haven't figured out what the trigger's going to be for us to be able to, "Now you're going to come in with Dad to work, or there's going to be jobs for you," or whatever is going to happen. I don't know. Do you have any parenting tips?
[00:01:41]
Henrik: Not yet. I think that's for a later episode. Just roll with it and try to be helpful. I think in times like these, you have to just calm down, be helpful, and roll with it. So that's what I plan to do. We'll see how it goes.
[00:01:55]
Jamin: Perfect. Well, I'll certainly apply that advice for this week. We'll see what next week looks like. I feel like they're going to be professional Snapchatters by the end of the week,
In this episode, we’ll be providing tips on how to make the switch from working at an office to working from home easier. Stay tuned for the following weeks to hear the individual episodes of our referenced guests.
Referenced Guests:
Rian van der Merwe, Wildbit’s Head of Product
Twitter: www.twitter.com/RianVDM LinkedIn: www.linkedin.com/in/rianvdm Website: www.wildbit.com
Cait Wilson, Research Manager at YouGov
LinkedIn: www.linkedin.com/in/caitwilson Website: today.yougov.com/
Henrik Mattsson, CEO of Lookback
Twitter: www.twitter.com/IamHenrikM LinkedIn: www.linkedin.com/in/henrik-mattsson Website: lookback.io
Steve Mast, President & Chief Innovation Officer at Delvinia
Twitter: www.twitter.com/stevemast LinkedIn: www.linkedin.com/in/stevemast Website: www.delvinia.com
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil
Find Chueyee Online:
Email: chueyee@happymr.comLinkedIn: www.linkedin.com/in/chueyeeyangTwitter: www.twitter.com/chueyee15
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com Epidemic Sound: https://www.epidemicsound.com/ “Breathe” by Shane Ivers: https://www.silvermansound.com
This Episode’s Sponsor:
This episode is brought to you by SurveyMonkey. Almost everyone has taken its surveys, but did you know that SurveyMonkey offers complete solutions for market researchers? In addition to flexible surveys, their global Audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market feedback, with 7 new Expert Solutions for concept and creative testing. With built-in, customizable methodology, AI-Powered Insights, and industry benchmarking, you can get feedback on your ideas from your target market–in a presentation-ready format, by the way–in as little as an hour.
For more information on SurveyMonkey Market Research Solutions, visit surveymonkey.com/market-research. Mention the Happy Market Research Podcast to the SurveyMonkey sales team before June 30th, for a discount off of your first project.
[00:00:03] Jamin: Thanks for tuning in! You’re listening to the Happy Market Research podcast, I'm Jamin Brazil, the show’s host. I’m joined by our Executive Producer, Chueyee Yang. Chueyee, how are you?
[00:00:12] Chueyee: I’m doing pretty okay considering what's been going on in the world. I actually worked outside for a little bit in my backyard and it was honestly the best decision I've made all week it was so refreshing. In this episode, we’ll be providing tips on how to make the switch from working at an office to working from home easier. Stay tuned for the following weeks to hear the individual episodes of our referenced guests. A quick warning, there are curse words that are un-beeped on this episode. You can find a beeped version of this episode on our website.
[00:00:52] Jamin: Support for Happy Market Research comes from SurveyMonkey. Almost everyone has taken its surveys, but did you know that SurveyMonkey offers complete solutions for market researchers? In addition to flexible surveys, their global Audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market feedback, with 7 new Expert Solutions for concept and creative testing. With built-in, customizable methodology, AI-Powered Insights, and industry benchmarking, you can get feedback on your ideas from your target market–in a presentation-ready format, by the way–in as little as an hour. For more information on SurveyMonkey Market Research Solutions, visit surveymonkey.com/market-research, that's surveymonkey dot com slash market dash research. Mention the Happy Market Research Podcast to the SurveyMonkey sales team before June 30th,
This episode was recorded in December 2019.
My guest today is Ted Pulsifer, CRO at Market Cube.
Established in 2008, Market Cube in an Online Sample, Survey, and Research Company based in Mount Pleasant South Carolina.
Prior to joining Market Cube, Ted has served in leadership roles at Dynata and Lucid. Additionally, he has invested in a craft brew firm and is a purveyor of fine art.
Find Ted Online:
LinkedIn: https://www.linkedin.com/in/tedpulsifer/
Website: https://market-cube.com/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode’s Sponsor:
This episode is brought to you by SurveyMonkey. Almost everyone has taken its surveys, but did you know that SurveyMonkey offers complete solutions for market researchers? In addition to flexible surveys, their global Audience panel, and research services, SurveyMonkey just launched a fast and easy way to collect market feedback, with 7 new Expert Solutions for concept and creative testing. With built-in, customizable methodology, AI-Powered Insights, and industry benchmarking, you can get feedback on your ideas from your target market–in a presentation-ready format, by the way–in as little as an hour.
For more information on SurveyMonkey Market Research Solutions, visit surveymonkey.com/market-research. Mention the Happy Market Research Podcast to the SurveyMonkey sales team before June 30th, for a discount off of your first project.
[00:00:03]
Jamin Brazil: Hi, I'm Jamin and you're listening to the Happy Market Research podcast. My guest today is Ted Pulsifer, CRO at Market Cube. Established in 2008, Market Cube is an online sample survey and research company based in Mount Pleasant, South Carolina. Prior to joining Market Cube, Ted has served in leadership roles at both Dynata and Lucid. Additionally, he has invested in a Craft Brew firm and is a purveyor of fine art. Ted, thanks for joining me on Happy Market Research podcast today.
[00:00:34]
Ted Pulsifer: Yeah, thanks for having me.
[00:00:36]
Jamin Brazil: So, fine art, how did you get into that?
[00:00:40]
Ted Pulsifer: That's a funny story. So, sometimes it helps that who you know is better than what you know. I have a good friend of mine from college that was doing some art collecting as part of his estate process and he asked me to be on the board of a company that dealt specifically in buying and collecting and storing art based on some different taxation situations with art, so I got a crash course. And I try to say yes to most exciting opportunities that take me out of my comfort zone and that was certainly one of them, so.
[00:01:08]
Jamin Brazil: I bet. What was the one thing you learned going through that process?
[00:01:13]
Ted Pulsifer: Just how unbelievably extensive valuations can be for art and how it has such an unbelievable emotional impact on people where they'll see something and say, "OK, that Kandinsky, that's unbelievable, that's worth $300,000 in my mind or a million dollars. And that's totally clear." And other people will see things and find no value to it and think it's a joke. And so just obviously this subjective art side of valuing the paintings and sculptures is one thing. But what I thought was so interesting was just kind of the emotional side of the viewer or the observer and how that runs the gamut so dramatically unlike anything else really. I mean even if - Before that I spent some time in fine wine and even people that don't necessarily love wine, I mean you could pour them a $200 bottle next to a bottle of something that costs four dollars from Yellow Tail and t...
My guest today is Michele Ronsen, principal and founder of Curiosity Tank.
Founded in 2010, Curiosity Tank is a design research and strategy firm that identifies customer insights and put them into action by digging into your problem space and charting a path forward.
Prior to founding Curiosity Tank, Michele worked for top design firms and gained experience working in Fortune 500s, academia, and start-ups.
Find Michele Online:
LinkedIn: https://www.linkedin.com/in/michele-ronsen-0a55233/
Website: https://www.curiositytank.com/
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode’s Sponsor:
This episode is brought to you by Lookback. Lookback provides the tools to help UX teams to interact with real users, in real-time, and in real contexts. It’s Lookback’s mission to humanize technology by bridging the gap between end-users and product teams. Lookback’s customers range from one-man teams building web and app experiences to the world’s largest research organizations, collectively ensuring that humanity is at the core of every product decision. For more info, including demos of Lookback’s offering, please visit www.lookback.io.
[00:00:03]
Jamin: Hi, everybody, this is Jamin. You are listening to the Happy Market Research podcast. Hope you're having a wonderful week. My guest today is Michele Ronsen. Michele, how are you?
[00:00:13]
Michele: I'm great. Thanks so much for inviting me.
[00:00:16]
Jamin: Michele is the principal of Curiosity Tank, a UX specialty shop based out of the heart of San Francisco. We're gonna dive in a little bit more about her background momentarily, but before we do, Michele, I've got this standard question that we ask. Tell us a little bit about where you grew up, your parents, and how that's informed your career.
[00:00:36]
Michele: Sure. I grew up right outside of Manhattan. Both of my parents were fourth generation native New Yorkers. And they very much influenced both my brother and me. I'm a classically trained designer and the apple doesn't fall far from the tree, as they say. My mom was an interior designer, my father studied architecture and later became an entrepreneur. And my earliest memory is of driving down the freeway, or back then it was highway because I was on the East Coast, with my dad and he asked me to look at the McDonald's sign. And he handed me a crayon and asked me to draw what I thought the gear inside the little golden arches looked like, that little device that made the sign spin. And I was about 3 years old. And I just remember, my brother and I talk nowadays that we were just tortured with that kind of stuff. We were tortured to think about how things work and to build things and to take things apart, and we didn't have coloring books but we had all the blank paper we could ever imagine. And it was a delightful way to grow up, looking back, and now I delightfully torture my 6-year-old daughter in the same way.
[00:01:51]
Jamin: Market research, user experience research, customer experience, all of these, all three of these disciplines are focused on primary research, so getting to the heart of the consumer. And of course they incorporate external data to help supplement and understand and provide context for our insights. But what do you see as the differences and the overlaps across these three disciplines?
[00:02:15]
Michele: Well, first of all, I don't consider myself a market researcher. And market research was like, aahh. But you definitely explore and interact with people to help figure out directions and strategies. Yes, I absolutely do that. But I see market research as more, right or wrong, as more focused on the sales portion, as more focused on purchase decisioning or pricing,
My guest today is Zoë Dowling, SVP of Research at FocusVision.
Founded in 1990, FocusVision offers a technology suite that enables both qualitative and quantitative research.
Prior to joining FocusVision, Zoe served as an executive at Kantar and the US Census Beuro. Additionally, she was an Associate Lecturer at the University of Surrey.
Find Zoë Online:
LinkedIn: https://www.linkedin.com/in/Zoëdowling/
Twitter: https://twitter.com/Zoëdowling
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode’s Sponsor:
This episode is brought to you by Lookback. Lookback provides the tools to help UX teams to interact with real users, in real-time, and in real contexts. It’s Lookback’s mission to humanize technology by bridging the gap between end-users and product teams. Lookback’s customers range from one-man teams building web and app experiences to the world’s largest research organizations, collectively ensuring that humanity is at the core of every product decision. For more info, including demos of Lookback’s offering, please visit www.lookback.io.
[00:00:03]
My guest today is Zoë Dowling, SVP of Research at FocusVision.Founded in 1990, FocusVision offers a technology suite that enables both qualitative and quantitative research. Prior to joining FocusVision, Zoe served as an executive at Kantar and the US Census Beuro. Additionally, she was an Associate Lecturer at the University of Surrey. Tell me a little bit about your parents, where you grew up, and how that's impacting what you're doing today.
[00:00:35]
Zoë: So my parents are philosophers, which obviously made for interesting dinner conversation. And how they impacted- one of the big things that impacted I think exactly where I am today and my interest in- strong interest in culture, technology, and of course, I bring that together with research and understanding people and life is that we- when I was about five or six, we moved to South Africa. And one of the interesting things was that moving so far away from family and in those times, in the '80s, we didn't have a landline at home. And even if we did, to actually do an international call, you actually had to go to one of the- we lived in a very rural area. There was only two hotels, and we went to one of them to place a call with international operator to speak to my grandmother on her birthday. So this was the most exciting event. So birthdays and Christmases. We can get in the call, go to the local hotel, to actually place this long distance call, international call. And it was incredibly exciting, but it brought this kind of communication because then it was the wonder of- wow, I'm speaking to somebody that's 5,000 miles away. And you can look at how technologies change. Think about that. In the '90s, email, I remember I was in Scotland and my parents were in South Africa, and I was emailing them. It was like this is incredible. I'm not waiting three weeks for this blue air mail letter. And then the first time that I ever did instant message chat, it was like- it was mind blowing. That sounds crazy today. You think of young people growing up and even young people in the work force. The internet's always just been there. Whereas I remember how pivotal it was to actually bridging that gap in communication. Which is a long kind of winded way of saying all of these kind of experiences and also the culture element coming in. I lived in a very, very different culture, and so looking at South African culture and looking at British culture and now I've been in the US for 15 years, and so American culture,
My guest today is Harry Brignull, Head of UX Innovation at Smart Pension.
Find Harry Online:
Web: https://www.brignull.com
LinkedIn: https://www.linkedin.com/in/harrybrignull
Twitter: https://twitter.com/harrybr
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode’s Sponsor:
This episode is brought to you by Lookback. Lookback provides the tools to help UX teams to interact with real users, in real-time, and in real contexts. It’s Lookback’s mission to humanize technology by bridging the gap between end-users and product teams. Lookback’s customers range from one-man teams building web and app experiences to the world’s largest research organizations, collectively ensuring that humanity is at the core of every product decision. For more info, including demos of Lookback’s offering, please visit www.lookback.io.
[00:00:03]
Jamin: Hey everybody. This is Jamin. You're listening to Happy Market Research podcast. My guest today is Harry Brignull. Harry, thanks for joining me on the podcast.
[00:00:10]
Harry: My pleasure.
[00:00:11]
Jamin: So we're talking about the anatomy of a research question. A question in context of one you'd ask a participant. So give us a little bit of context. Tell us how you wound up in research.
[00:00:23]
Harry: You know what, I went through a very sort of traditional route. But that's because I'm kind of a bit old. So in the old days, the only way to get into research was through pretty much the formal route of studying something like psychology and doing it through academia because there was sort of, at the end of the 90s and the early 2000s, there was no UX community, there was no sort of user research roles that you can get in industry. So yeah, I was an academic researcher back in the day. And when we did research, we had to record the research onto VHS cassettes. So I remember setting up our first lab where we had S-VHS recorders and being really, really proud of it because they were slightly higher fidelity than the regular VHS. It's quite funny to look back on it now. So I've been in the business for quite a few years as you can tell. So I became a usability consultant because in those days there wasn't really. There wasn't a term user experience, no one. If you go into Google trends and have a look at the term user experience, it wasn't really around in the early 2000s at all. Usability was a thing though. So that's kind of how I got into user research doing a lot of lab research, a little bit of eye tracking and ethnography and that sort of thing. And then I kind of ended up going a bit design side. I think most research, most people in the UX industries sort of move around a bit. So I started out with research, then I went into more design, then back into research again and now I run a design team with a mixture of all of those skills. I guess the bit that listeners are probably most interested in is when I went to work at Spotify a few years ago. When I was using, I was using the Lookback really intensively when I was at Spotify. So I would work from home in Brighton on the south coast, my product squads were in Stockholm, totally different country. And the end users I was working with were in the USA. So it was just the perfect tool for that sort of thing, where I could sit at home in my pajamas and do research and deliver the research to my team and still be near my family and everything. The great thing about remote research, particularly in the States which is just so big, is that you can do one interview and speak to a college kid on some amazing college campus.
My guest today is Josh LaMar, Principal Researcher and Co-Founder at Authentique UX.
Find Josh Online:
Email: josh@authentiqueux.com
Web: http://www.authentiqueux.com
LinkedIn: https://www.linkedin.com/in/joshlamar/
Facebook: https://www.facebook.com/authentiqueux/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode’s Sponsor:
This episode is brought to you by Lookback. Lookback provides the tools to help UX teams to interact with real users, in real-time, and in real contexts. It’s Lookback’s mission to humanize technology by bridging the gap between end-users and product teams. Lookback’s customers range from one-man teams building web and app experiences to the world’s largest research organizations, collectively ensuring that humanity is at the core of every product decision. For more info, including demos of Lookback’s offering, please visit www.lookback.io.
[00:00:00]
Jamin: Hey everybody, this is Jamin. You're listening to the Happy Market Research Podcast. My guest today is Josh LaMar. He is live from Brazil. Josh, how are you today?
[00:00:13]
Josh: Hello. I am doing very well. It's a nice warm afternoon in Brazil.[00:00:18]
Jamin: San Pablo?
[00:00:19]
Josh: Yes.[00:00:20]
Jamin: Specifically?
[00:00:21]
Josh: São Paulo.[00:00:22]
Jamin: So tell us a little bit about yourself. You're a UX researcher, how in the world did you wind up in that job, and what kind of customers are you working with?
[00:00:32]
Josh: Well, I didn't initially set out to be a researcher. And it's funny because I did my undergraduate degrees in music composition and English poetry, which are seemingly as far as you can get away from research. But then I pivoted a little bit, and then went to grad school in human-centered design and engineering. And I've been playing with this idea, I think throughout my career, of the role of creativity in science and how important it is to use creativity to create research methodologies, and to answer questions that we have about our users. It ended up being a really great fit for me.[00:01:09]
Jamin: That's a big chasm between those two things, right?
[00:01:13]
Josh: Yeah.[00:01:13]
Jamin: To say the least. How did you bridge it professionally?
[00:01:18]
Josh: I started out thinking, what can I do with my English degree? And I started out by getting a certification in technical editing, thinking that I would become an editor. And then afterwards, I found this master's program at the University of Washington, like I mentioned, human-centered design and engineering. And when I finished the program, I was like, oh, I'm qualified to do research now, and people are way more interesting than commas.[00:01:44]
Jamin: That's true, I guess.
[00:01:51]
Josh: They'll always surprise you, and you just have to be open to seeing, what's gonna happen when you meet this new person? And the act of doing research and going and talking to people, and especially visiting people in their homes, it's really fascinating for me. And it's interpersonal and it's empathetic. And that's, I think, what draws me and keeps me doing research.[00:02:13]
Jamin: The topic for today's discussion is centered around questions, the anatomy of a question as it relates to research. It's funny, because as I've done this interview now a few times, I've realized that my first question is actually a flawed question. It's hilarious. The type of question that we're talking about here is really at an interview level, right?
[00:02:34]
Josh: Correct.[00:02:35]
Jamin: So,
My guest today is Emma Craig, UX Research Lead at Shopify.
Shopify was founded in 2004 by Tobias Lütke, Daniel Weinand, and Scott Lake after attempting to open Snowdevil, an online store for snowboarding equipment. Today, Shopify offers online retailers a suite of services for more than 1,000,000 businesses in approximately 175 countries, with total gross merchandise volume exceeding $42 billion.
Prior to joining the User Experience team at Shopify, Emma served as Manager Team Lead at Shopify and held the position of Investigative Interviewer at BackCheck.
Find Emma Online:
Twitter: https://twitter.com/emmaccraig
LinkedIn: https://www.linkedin.com/in/emma-craig-5b829920/
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
This Episode’s Sponsor:
This episode is brought to you by Lookback. Lookback provides the tools to help UX teams to interact with real users, in real time, and in real contexts. It’s Lookback’s mission to humanize technology by bridging the gap between end users and product teams. Lookback’s customers range from one man teams building web and app experiences to the world’s largest research organizations, collectively ensuring that humanity is at the core of every product decision. For more info, including demos of Lookback’s offering, please visit www.lookback.io.
[00:02]
Jamin: Hey, everybody. My name is Jamin, host of Happy Market Research Podcast. Emma Craig, UX Research Lead at Shopify. Shopify has experienced massive, insane growth over the last five years - it's unprecedented. Valuations are just amazing on that company. Congratulations, Emma, on all of the success there.
[00:23]
Emma: Thanks. I won't take credit for it, but it's exciting to be part of it.[00:28]
Jamin: Yeah. No kidding, no kidding. So you've been at Shopify for a few years. What did you do before that?
[00:34]
Emma: So, before Shopify, I had a really interesting job, actually. I worked at a company that other companies outsourced this company to run their background checks on people that they were thinking of hiring. So, I was in the investigative interview team of that company. And I would phone people's references, and the previous employers, or educational institutions, in some cases, and interview them about these people, basically trying to suss out what type of employee they would be, and if it was the type of employee that this future employer was looking for. So, yeah, it was really interesting. I think it caught a lot of people off when you're more used to the average reference interview of like, "Were they productive? Were they nice?" And we really tried to get in there because these companies were very concerned about making sure they're hiring the exact person that they're looking for.[01:26]
Jamin: So, our topic today is the art and science of a good question. It's hilarious that you started your career in really framing out questions, and asking the right one in order to get the accurate response, I guess. Not like it's leading, but you just needed to know if it's a good fit or a bad fit. And then you moved into UX Research at Spotify. How did you wind up in research?
[01:49]
Jamin: So, how did you wind up in UX Research?
[01:51]
Emma: So, that was interesting, too, actually, because I started at Shopify in the Account Management sort of team. And that was the team that was spun up when we first launched Shopify Plus, now they're called Merchant Success Managers. But, basically, your job was to work with these enterprise clients as their Account Manager and make sure that they were taken care of.
In this episode, we’ll hear from insight professionals at top brands and consultancies on their top tips for asking a good research question to participants as well as common mistakes and how to avoid them.
Stay tuned for the following weeks to hear the individual episodes of our referenced guests. This episode is in collaboration with Lookback. In conjunction with this episode, Lookback published, "The Art of Moderating Research," and "7 Tips on how to ask the Perfect Questions."
Referenced Guests: Harry Brignull, Head of UX Innovation at Smart Pension
Twitter: https://twitter.com/harrybr LinkedIn: https://www.linkedin.com/in/harrybrignull/
Emma Craig, UX Research Manager at Shopify
Twitter: https://twitter.com/emmaccraig LinkedIn: https://www.linkedin.com/in/emma-craig-5b829920/
Zoe Dowling, SVP of Research at FocusVision
Twitter: https://twitter.com/zoedowling LinkedIn: https://www.linkedin.com/in/zoedowling/
Josh LaMar, Principal Researcher & Co-Founder at Authentique UX
Email: josh@authentiqueux.com Web: http://www.authentiqueux.com LinkedIn: https://www.linkedin.com/in/joshlamar/ Facebook: https://www.facebook.com/authentiqueux/
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazil Twitter: www.twitter.com/jaminbrazil
Find Chueyee Online:
Email: chueyee@happymr.com LinkedIn: www.linkedin.com/in/chueyeeyang Twitter: www.twitter.com/chueyee15
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com Leading Questions - Yes Prime Minister: https://www.youtube.com/watch?v=G0ZZJXw4MTA Epidemic Sound: https://www.epidemicsound.com/
Additional Links:
Double-barreled questions: https://en.wikipedia.org/wiki/Double-barreled_question Dark Patterns: https://www.darkpatterns.org/
This Episode’s Sponsor: This episode is brought to you by Lookback. Lookback provides the tools to help UX teams to interact with real users, in real time, and in real contexts. It’s Lookback’s mission to humanize technology by bridging the gap between end users and product teams. Lookback’s customers range from one man teams building web and app experiences to the world’s largest research organizations, collectively ensuring that humanity is at the core of every product decision. For more info, including demos of Lookback’s offering, please visit www.lookback.io.
[00:02] Jamin Brazil: In this episode, we’ll hear from insight professionals at top brands and consultancies on their top tips for asking a good research question to participants as well as common mistakes and how to avoid them. [00:25] Emma Craig: So, a really simple example would be, "How often do you picture yourself using this?" Maybe in the interview, you have exposed that this is something they are interested in, and they think it would be very helpful. It would ease all of these pains and challenges that they have. And then you want to say, "OK, well, how often do you think you would use it?" But people cannot give you a realistic idea about the future; they don't know, they will make it up. [00:54] Jamin Brazil: Thanks for tuning in! You’re listening to the Happy Market Research podcast, I'm Jamin Brazil, the show’s host. In this episode, we’ll hear from insight professionals at top brands including Shopify, as well as leading User Experience and Market Research professionals. If you are involved in consumer insights from either a practitioner or buyers perspective, this episode is for you. I’m joined by our Executive Producer, Chueyee Yang. Chueyee, how are you? [01:20] Chueyee Yang: For some reason, I keep yawning and I don’t know why. [01:47] Jamin Brazil: Before we get started, I want to give a big thank you to our sponsor, Lookback. This episode is brought to you by Lookback.
This newsletter is best read while listening to LL Cool J’s Moma Said Knock You Out.
As Chueyee and I are writing this somehow it came up that she doesn’t know who LL Cool J is. So, if you do know...they you should listen with the satisfaction that 90s R&B is being passed down. If you don’t know LL Cool J...my goodness! Click the link right now!
https://www.youtube.com/watch?v=vimZj8HW0Kg
Now, on to the important stuff…
Are You a Marketer?
If so, I’ve got a gift for you! After over 40 hours of research on how to optimize your blog posts, I’m releasing the first set of tips on SEO optimization.
Why do a blog?
The best place to bury a dead body is on the second page of Google. In fact, there is a 36.4% clickthrough rate on the first link and a 2% rate on the 10th (last one on the first page). 70% of your traffic will be looking for knowledge and 15% are looking to buy now.Blogs are the engine that tells Google you are an authority on whatever you sell. Drive the 70% and benefit from better Google placement.
Tip: Don’t use blogs as sales pieces. Users will see straight through and “bounce” (e.g. use their browser back button and get off your site). Google translates a faster bounce as less relevant and will deprioritize you relative to your competitors.
Golden Rule: Don’t invest in lots of little blogs. Instead, make one definitive piece of work that gets to the first position in Google.
When researching a topic to do a blog post on, what tools do we use?
Search trends on Google to ensure you are talking about the right thing at the right time; https://trends.google.com/trends/Google Adword Planner will help you frame your blog post in the best possible way; https://ads.google.com/Keyword research helps you put the right words in your article title and subtitle for maximum relevance: https://keywordtool.io/Use a Browser Private or Incognito mode to search for topics prior to doing any writing. This will ensure you are seeing general search results vs tailored to your browsing habits.
What should my blog post include?
Keyword-focused headerFeatured imageProminent email signup box with a descriptive call to actionSocial sharing buttonsHelpful detailed article focused on the keywordsMultiple compelling images, videos or chartsInternal links to other posts and service pagesCall to action for comments, related articles or more information
HACK: Comments have an oversized impact on organic SEO in Google which is why Reddit performs so well.
Recap: Your blog will not generate many leads. Your blog will improve your site authority which will place you higher for the 15% of searches that are looking for your goods or services.
Content Tip: Always start with this Madlib…
Our company is where
[audience] finds
[content] for
[benefit].
Then, identify your blog post’s target audience:
Potential customers we can help through our products and servicesAnyone we can help through our expert advice
When you share your expert knowledge, you pull your audience toward you.
Types of blog posts:
Original researchOpinion piecesGuest postsInterviews and roundupsVideo, audio and live events
Your blog post must answer these questions…
Why do they care?How does this help them?What task can they complete once they are finished reading this?
Blog post header fodder:
Threat headlines: What keeps your readers up at night “27 Complaints about surveys” Zen headlines: Promising your readers a simpler life “Perfect Surveys: 9 Tips, Plus Some Research”Piggyback headlines: Riding on the back of a famous brand “What Lady Gaga Can Teach Researchers”Mistake headlines: Irresistible teasers from the masters “15 Survey Errors that Make You Look Silly”How-to Headlines: The oldie but goodie that never fails “How to do research when you have no money and no time”List headlines: Bite-sized content that readers adore “52 Types of Surveys that are Proven to Work”
Personal Log
CBS All Access launched Picard this week! I realize some of you may not be Treky’s … but stay with me. Captain Jean-Luc Picard (Patrick Stewart at age 79) is an old man long retired. So, why him vs. some young actor to carry the franchise forward?
http://bit.ly/2RNdKim
But, my connection with the character, Captain Picard, goes deeper than age. The writers of “Star Trek: The Next Generation,” did an amazing job of creating a model leader. Here are some tips I picked up after binge-watching the show the last four months:
It is okay to see the impossible and then spend your blood and fortune to seek it.. “Things are only impossible until they are not.”Start with innocent until proven otherwise. Believe in people … not just the biased facts. “The road from legitimate suspicion to rampant paranoia is very much shorter than we think.”Work towards a higher good. “The acquisition of wealth is no longer the driving force of our lives. We work to better ourselves and the rest of humanity.”
But, my favorite quote reminds us about the importance of being present and appreciating those around us.
https://www.youtube.com/watch?v=3T_J3Vuu1GY
“Someone once told me that time was a predator that stalked us all our lives. I rather believe that time is a companion who goes with us on the journey and reminds us to cherish every moment because it will never come again. What we leave behind is not as important as how we've lived. After all Number One, we're only mortal.”
As always, I’m super curious to hear what you think about the new format. Tweet me @jaminbrazil and let me know! Now! On with the news …
Industry News Qualtrics vs. Medallia
First, we read about PwC joining the Qualtrics Partner Network. The partnership expands PwC’s existing SAP relationship and enables organizations who use the Qualtrics XM Platform to leverage PwC’s methodology “Return on Experience.”
A day later, Clarus Commerce, a marketing and technology platform for premium loyalty management, has selected Medallia, a market leader in experience management, as its experience management platform of choice.
Customer experience is growing at a 23% growth rate year over year with a target of over $18 billion by 2023. There is a lot of room for us all to take advantage of this growing pie.
Human Capital News
Sentient Decision Science appoints Clint Taylor as Chief Technology Officer. Clint is a personal friend of mine and I couldn’t be more happy for him and Sentient Decision Science. Congrats both!
Comscore promotes Carol Hinnant, a 15-year Comscore executive, to Chief Revenue Officer. This company has gone through some tough times. Well done Carol for sticking with things and congrats on the new role!
Matt Michaud joins, RS IN VIVO, a BVA Group Company, as the Senior Vice President of Head of Behavioral Qualitative.
DVJ Insights expands with the opening of an office in Hamburg, which will be led by newly appointed Managing Partners, Erk Maassen and Stephan Knäble.
Former UK Managing Director at Kadence International, Greg Clayton, joins Ipsos Mori as Senior Client Officer.
Irwin Broh & Associates, a full-service marketing research company, appoints Michael Mitrano and Jackie Rousseau-Anderson to its Board of Directors.
Tool vs. Post of the Week
Marcel Slavenburg, Senior Director of SKIM, publishes, “Five tips on how to add automation to market research.”
The white paper discusses their John Henry experiment where they launched “(Wo)man vs. Machine,” a head-to-head competition between human researchers and automation technology. Each team was tasked with analyzing self-recorded consumer videos using different research methodologies. One team had access to automated tools, while the other team of SKIM researchers relied on traditional human methods of analysis.
http://bit.ly/2RmVptR
Deals
GreenBook has offered us, Insights Nation, a unique 30% discount on any of their events.
I’m going to start this with a personal note.
A big part to achieve happiness is saying, “No.” This is something that has gotten much harder for me in the past few years.
As I’ve said, “Yes,” to more things, I’ve found less personal satisfaction and external success. The world is evolving at an increasingly fast pace. This change generates chaos and at the heart of chaos, we find opportunity. For me, and I believe many of us, this creates a growing sense of FOMO (fear of missing out) because we see the opportunities.
So, why start a daily news show and weekly newsletter?
I love our community of insight professionals. We generate a lot of research on research. I’m not talking about the self-promoting webinars or blog posts, I’m talking about the content that impacts us all — optimal incentives, ethical implications of technology, process improvements, keys to storytelling — these are the types of topics you are writing about and we want to elevate … for free.
The end of this bit needs to be what am I saying, “No,” too? The answer is everything. I’m not adding a single thing to my plate.
The other tactic I leverage is my team. For example, this podcast. My co-host, Chueyee Yang, does 90% of the work — writing, post-production, scheduling, and publishing — all takes a lot of time.
My hope for you is that you can be focused, not meandering, but move purposefully with your time towards your goal.
If you have feedback on MRx News, please let us know. @jaminbrazil on twitter or, if you have news, please send it to Chueyee@happymr.com.
Industry News
This week,
Microsoft and dunnhumby announce their global strategic partnership where dunnhumby will move its customer insights products to Azure, Microsoft’s cloud platform.
This from Clare Barclay, Chief Operating Officer at Microsoft UK:
“Retailers sit on vast amounts of data but often struggle to create meaningful insights for themselves or their suppliers. Through this strategic partnership, retailers across the globe will benefit from the powerful intelligence that dunnhumby delivers through its market-leading tools with the scale, security and speed-to-market that has become synonymous with the Azure platform.”
Why is this so important? The incorporation of external data into primary data is a meaningful trend.
News
This week, PureSpectrum introduced PureScore, a scoring system that evaluates respondent quality based on their profile, past behavior, and current behavior. This innovation has been spearheaded by Mark Menig, an OG in digital fingerprinting and respondent quality best practices.
PureSpectrum: https://purespectrum.com
Friendly Competition
GreenBook and Little Bird Marketing have launched the Market Research Podcast Awards. Nominations are due February 15, and voting will be open February 16 through March 31. Your nomination of this show or our sister podcast, Happy Market Research, would be appreciated. :)
Little Bird Marketing: https://info.littlebirdmarketing.com/mr-podcast-award
Tool vs. Post of the Week
We are researchers. We do this because we love it … and we get paid because we are good at it.
This segment highlights happenings in tech or knowledge. Sometimes it’ll be directly in the crosshairs of market research and sometimes it’ll simply be relevant.
Today, Josh LaMar, posted a must-read for consumer insight professionals titled, “A Fundamental Truth of User-Centered Design that is Simple, yet Forgotten.”
This article directly addresses the importance of understanding the context of usage of a product or service vs. just the product or service. As an early ethnographer at Microsoft, he lets us all draw from his experience.
Josh LaMar: A Fundamental Truth of User-Centered Design that is Simple, yet forgotten
https://medium.com/@joshlamar/a-fundamental-truth-of-user-centered-design-that-is-simple-yet-forgotten-d65d17265257
In Human Capital News
First off … Happy 2020!!!
In 2020, we are taking a totally new approach to the Happy Market Research Podcast and is introducing a new show, MRx News.
First off, we’ve got a new host! Chueyee Yang. She has been with me for over a year and is finally ready to spread her journalistic wings.
New Format of Happy MRxP
This podcast will have a journalistic approach, covering issues surrounding our industry and the companies it touches. Our three-part 2019 year-in-review series was our first example of this change. Because it takes time to plan the series, we will release one series per quarter (two to four episodes). However, we’ll continue to drop weekly episodes summarizing news and happenings in our space.
Meet MRx News
A daily two-minute podcast where we cover trends, industry reports, mergers and acquisitions, and people. To subscribe, just open Apple’s Podcast app, or wherever you listen and search for “MRx News.”
Super curious to hear what you think about the new format. Tweet me @jaminbrazil and let me know!
Industry News
This week Dynata invested around $2 million in the blockchain startup, Measure Protocol. Meanwhile, Greenbook’s Lenny Murphy’s blockchain startup Veriglif is scratching a similar itch. It’ll be interesting to see this space mature as I believe it’ll address issues around respondent transparency.
Deals
If you are interested in attending Merlien Institute’s Qual 360, Women in Research (WIRe) published a discount code, WIRE20. I’ve been constantly impressed with Merlien Institute’s events and, if you have the time and money, I hope you can attend. I’ll likely be at their North America event from March 24 to 25.
Tool vs. Post of the Week
This week C+R Research published a blog post on, “5 benefits to a collaborative culture, and why it works so well,” for them.
One person can’t think of everythingWe all have a unique perspectiveIt helps us grow It’s more efficientIt produces better research 🔑
You can find the full writeup on their blog at: http://bit.ly/306WZm9
Thinking About User Experience Research (UXr)?
There has been growth in the number of consumer insight events.
Which one should you go to? Kathryn Brooksheir, a UX Researcher at Indeed, published her point of view for User Experience Research on Medium. You can find a link to the post in our show notes or search for Top UX Research Conferences in 2020.
Happy Market Research will attend the UXR Conference in Toronto in June, and, if budget permits, one other event. If you have a recommendation, please drop our show host, that’s me, and email at jamin@happymr.com.
About the Happy Market Research Newsletter:
A highly editorialized recap of the week in consumer insights. We cover trends, happenings, and tips in market research, user experience research, and customer experience.
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Chueyee Online:
Email: chueyee@happymr.com
LinkedIn: www.linkedin.com/in/chueyeeyang
Twitter: www.twitter.com/chueyee15
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com
In this episode, we’ll hear from insight professionals at top brands on the biggest challenges facing user experience, customer experience and market researchers.
Happy Market Research is closing the year with a four-part podcast series, highlighting industry challenges, trends and much more.
This year we hit 80,000 downloads, interviewed 250 guests, heads of insights at Microsoft, P&G, and Samsung, we also had guests from leading agencies like Nielsen and TNS as well as several startup founders.
Referenced Guests:
Aji Ghose, Head of Research and Data Science at Sky
Twitter: www.twitter.com/ai_modeller Website: www.sky.com
Anne Brown, CEO of Gazelle Global Research Services
LinkedIn: www.linkedin.com/in/anne-brown Website: www.gazelleglobal.com
David Garcia Pawley, director of European countries for CMI at Samsung
LinkedIn: https://www.linkedin.com/in/davidgarciapawley/?originalSubdomain=uk Website: https://www.samsung.com/us
Estrella Lopez-Brea, the Global Head of Consumer Connections at Cereal Partners Worldwide
LinkedIn: https://www.linkedin.com/in/estrella-lopez-brea-60930311 Website: https://www.nestle-cereals.com/global/en
Marian Anderson, Director of Insights at Microsoft
LinkedIn: https://www.linkedin.com/in/mariangyarmathy Website: https://www.microsoft.com/en-us
Michael Yaksich, Director of Customer Strategy at Cruise
LinkedIn: https://www.linkedin.com/in/michael-yaksich-8277a912 Website: https://getcruise.com
Mitchell Atchison, a insights professional at a pharmaceutical firm
LinkedIn: https://www.linkedin.com/in/mitchell-atchison-0a43bb12
Rian van der Merwe, Product Manager at Wildbit
LinkedIn: www.linkedin.com/in/rianvdm Website: www.wildbit.com
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazil Twitter: www.twitter.com/jaminbrazil
Find Chueyee Online:
Email: chueyee@happymr.com LinkedIn: www.linkedin.com/in/chueyeeyang Twitter: www.twitter.com/chueyee15
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com Monty Python and the Holy Grail: https://www.youtube.com/watch?v=zrzMhU_4m-g&t=14s
This Episode’s Sponsor: This episode is brought to you by G3 Translate. The G3 Translate team offers unparalleled expertise in foreign language translations for market researchers and insight professionals across the globe. Not only do they speak hundreds of languages, but they are also fluent in market research, and we know that’s a unique language. For more information, please visit them at G3Translate.com.
[00:03] JAMIN: Thanks for tuning in! You’re listening to the Happy Market Research podcast, I'm Jamin Brazil, the show’s host. In this episode we’ll hear from insight professionals at top brands including Nestle, Microsoft, Sky, and Samsung, on the biggest challenges they face. If you are in sales and want to know what buyers are looking for or if you are an insights manager, this episode is for you. Again, I’m joined by our Producer, Chueyee Yang. Chueyee, how are you? [00:32] CHUEYEE: Hi Jamin, I’m ready to get things going. [00:37] JAMIN: Before we get started, I want to give a big thank you to our sponsor, G3 Translate. The G3 Translate team offers unparalleled expertise in foreign language translations for market researchers and insight professionals across the globe. Not only do they speak hundreds of languages, but they are also fluent in market research. For more information, please visit them at G3Translate.com. [01:01] CHUEYEE: In our last episode, we analyzed the common factors across our guests that led them to happy careers in consumer insights. And we also gave you two key ways to drive organizational success. Honestly,
In this episode, we’ll uncover the common factors across our guests that has lead them to happy careers in consumer insights and give you two key ways to drive organizational success from the hottest company in CX, UX, and MRx.
Happy Market Research is closing the year with a four-part podcast series, highlighting industry challenges, trends and much more.
This year we hit 80,000 downloads, interviewed 250 guests, heads of insights at Microsoft, P&G, and Samsung, we also had guests from leading agencies like Nielsen and TNS as well as several startup founders.
Referenced Guests:
Joaquim Bretcha, President of ESOMAR
Linkedin: https://www.linkedin.com/in/joaquimbretcha Twitter: https://twitter.com/jbretcha Website: https://www.netquest.com/online-surveys-investigation Website: https://www.esomar.org
Marian Anderson, Director of Insights at Microsoft
LinkedIn: https://www.linkedin.com/in/mariangyarmathy Website: https://www.microsoft.com/en-us
Stephen DiMarco, Chief Digital Officer at Kantar
LinkedIn: https://www.linkedin.com/in/stephen-dimarco-b1611a Website: https://www.kantar.com
Steve Portigal, Founder of Portigal Consulting
LinkedIn: https://www.linkedin.com/in/steveportigal Website: www.portigal.com
Kylan Lundeen, CMO of Qualtrics
LinkedIn: https://www.linkedin.com/in/kylanlundeen Website: www.qualtrics.com
Bryant Leech, Director of Design Solutions at Nielsen
LinkedIn: https://www.linkedin.com/in/bryant-leech-1822a0b/?trk=seokp-title_posts_secondary_cluster_res_author_photo Website: https://www.nielsen.com/us/en
Emmet O’ Briain, Founder of Quiddity
LinkedIn: https://www.linkedin.com/in/emmetobriain/?originalSubdomain=ie Website: www.quiddity.ie
Find Jamin Online:
Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazil Twitter: www.twitter.com/jaminbrazil
Find Chueyee Online:
Email: chueyee@happymr.com LinkedIn: www.linkedin.com/in/chueyeeyang Twitter: www.twitter.com/chueyee15
Find Us Online:
Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com
Music:
“Clap Along” by Auditionauti: https://audionautix.com “Flamenco” by Ilya Truhanov: https://icons8.com “The DNC needs to be reformed: Mark Penn” by Fox Business: https://www.youtube.com/watch?v=CheMp5V6mWY&t=31s
This Episode’s Sponsor: This episode is brought to you by G3 Translate. The G3 Translate team offers unparalleled expertise in foreign language translations for market researchers and insight professionals across the globe. Not only do they speak hundreds of languages, they are fluent in market research, and we know that’s a unique language. For more information, please visit them at G3Translate.com.
[00:03]
JAMIN:
Thanks for tuning in! You’re listening to the Happy Market Research podcast, I'm Jamin Brazil, the show’s host.
In this episode, we’ll uncover the common factors across our guests that has lead them to happy careers in consumer insights and give you two key ways to drive organizational success from the hottest company in CX, UX, and MRx.
This is the first episode in a four-part series of 2019 highlights.
This year we hit 80,000 downloads, interviewed 250 guests, heads of insights at Microsoft, P&G, and Samsung, we also had guests from leading agencies like Nielsen and TNS as well as several startup founders.
For this episode and this series, I’ve asked our producer Chueyee Yang to join me in the studio. Chueyee, how are you?
[00:55]
CHUEYEE:
Hey Jamin, I’m doing pretty well, you know,
My guest today is Anne Brown, CEO of Gazelle Global Research Services. Established in 1993, Gazelle Global Research Services is a global sampling, field management, and data collection logistics firm. Anne Brown has also started and, recently, sold G3 Translate.
Find Anne Online:
LinkedIn: www.linkedin.com/in/anne-brown
Website: www.gazelleglobal.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
This Episode’s Sponsor:
This episode is brought to you by G3 Translate. The G3 Translate team offers unparalleled expertise in foreign language translations for market researchers and insight professionals across the globe. Not only do they speak hundreds of languages, they are fluent in market research. For more information, please visit them at G3Translate.com.
[00:00]
On episode 242, I'm interviewing Anne Brown, CEO of Gazelle Global Research Services, but first a word from our sponsor.
[00:09]
This episode is brought to you by G3 Translate. The G3 Translate team offers unparalleled expertise in foreign language translations for market researchers and insight professionals across the globe. Not only do they speak hundreds of languages, they are fluent in, probably the most difficult one, market research. For more information, please visit them at G3Translate.com.
[00:35]
Hi, I'm Jamin Brazil, and you're listening to the Happy Market Research Podcast. My guest today is Anne Brown, CEO of Gazelle Global Research Services. Established in 1993, Gazelle Global Research Services is a global sampling, field management and data collection logistics company. Anne Brown has also started and recently sold G3 Translate. Anne, thanks for being on the Happy Market Research Podcast today.
[00:58]
Thanks for having me, Jamin.
[01:00]
I want to rewind the clock a little bit and start with this context of your parents. Maybe you could tell us a little bit about your parents, your background and how that's informed your career.
[01:13]
It's interesting. My dad was a truck driver. He delivered paper in New York City many years ago. My mom worked in a doctor's office. But the interesting part about that, as it relates to me today, is that my mother loved to travel and she would always have my dad have a trip arranged for us each year where my poor dad, who drove for a living, would have to drive us somewhere. So I think it was a busman's holiday for my poor dad. So I think that my love of traveling and my wanderlust personality comes from that time where my mom liked to go places and my poor dad had to drive all week and then on the weekends or on vacation there he was driving some more. So I think that's really how I got be so interested in the international space, which is really my favorite part of the work that we do, has always been and still is today.
[02:10]
So, New York native, how old were you when you first visited another country?
[02:16]
I think I was maybe 18.
[02:19]
So not part of the childhood experience. Where'd you wind up going?
[02:22]
Well, no, no, no, that's not true. Actually, when I was 10, we went to Canada. And we interestingly enough… Yeah, I forgot about that. Interestingly enough, we went to Quebec City, and I just went back a couple of weeks ago, and it was really interesting. I had this thought that the Basilica there was actually in the town, but it's not in the city. It's further out. But it was really a great experience. So yes, I do, I guess.
[02:50]
So, 10 and then 18. Was that like a kind of this is international-scoped work is really exciting. So how did you wind up in market research?
[03:02]
It was a fluke really.
My guest today is 'Lade Tawak, an experienced UX Researcher for many top brands including Google.
Find ‘Lade Online:
LinkedIn: www.linkedin.com/in/ladetawak
Twitter: www.twitter.com/LadeTawak
Website: ladetawak.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
This Episode’s Sponsor:
This episode is brought to you by HubUx. HubUx reduces project management costs by 90%. Think of HubUx as your personal AI project manager, taking care of all your recruitment and interview coordination needs in the background. The platform connects you with the right providers and sample based on your research and project needs. For more information, please visit HubUx.com.
[00:00]
On Episode 241, I’m interviewing ‘Lade Tawak, experienced UX researcher for many large companies, including Google, but first a word from our sponsor.
[00:12]
This episode is brought to you by HubUX. HubUX is a productivity tool for qualitative research. It creates a seamless workflow across your tools and team. Originally, came up with the idea as I was listening to research professionals in both the quant and qual space complain about and articulate the pain, I guess more succinctly, around managing qualitative research. The one big problem with qualitative is it’s synchronous in nature, and it requires 100% of the attention of the respondent. This creates a big barrier, and, I believe, a tremendous opportunity inside of the marketplace. So what we do is we take the tools that you use; we integrate them into a work flow so that, ultimately, you enter in your project details, that is, who it is that you want to talk to, when you want to talk to them, whether it’s a focus group, in-person, or virtual or IDI’s or ethnos; and we connect you to those right people in the times that you want to have those conversations or connections – Push-Button Qualitative Insights, HubUX. If you have any questions, reach out to me directly. I would appreciate it. Jamin@HubUX.com
[01:36]
Hi, I’m Jamin, and you’re listening to the Happy Market Research Podcast. My guest today is ‘Lade Tawak, an experienced UX researcher consultant for many of the top brands, including Google. ‘Lade, thanks very much for being on the Happy Market Research Podcast today.
[01:53]
Hi, Jamin. Thank you for having me.
[01:56]
I’d like to start out with, before we get into the meat of our conversation, with providing our listeners some context of who you are, where you’re based, and how you wound up in user-experience research.
[02:10]
I’m based in Lagos, Nigeria. There’s not a lot of UX researchers here. So, I was studying psychology in the University of Lagos. And, as a student, I had a lot of time on my hands. My school is based in a major city where there is a tech hub, and the tech hub was really close to my school. So I used to just go there and go for all the meetups I could find because I had nothing else to do. And so, I discovered a usable, which was UX Lagos at the time. It was a design meetup that happened every month. And so, I just attended. I had tried software... front-end development. So, I learned HTML and CSS and a little bit of Java Script on Code Academy ‘cause I really wanted to work in tech. That was my major goal. So, I didn’t really enjoy that. So, really, I enjoyed the meetups, topics, and everything. And so, an opportunity came up in the company where the meetup was posted for a UX researcher, their first UX researcher, and they wanted somebody with a psychology background. And so, I sent in my CV, had an interview and Viola!
[03:36]
If only it was magical. There’s a lot to that.
My guest today is Emmanuel Probst, author, UCLA professor, and Senior Vice President of Brand Health Tracking at Ipsos. Founded in 1975, Ipsos is one of the largest global market research and a consulting firm with worldwide headquarters in Paris, France.
Prior to joining Ipsos, Emmanuel served as the Vice President of Media and Content Domain at Kantar, as well as in a leadership role at Dynata (formerly ResearchNow) and InMoment.
Find Emmanuel Online:
LinkedIn: www.linkedin.com/in/emmanuelprobst
Twitter: www.twitter.com/emmanuelprobst
Website: www.ipsos.com/en
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
This Episode’s Sponsor:
This episode is brought to you by HubUx. HubUx reduces project management costs by 90%. Think of HubUx as your personal AI project manager, taking care of all your recruitment and interview coordination needs in the background. The platform connects you with the right providers and sample based on your research and project needs. For more information, please visit HubUx.com.
[00:00]
On Episode 240, I’m interviewing Emmanuel Probst, Senior Vice President of Brand Health Tracking at Ipsos, but first a word from our sponsor.
[00:11]
This episode is brought to you by HubUx. HubUx is a productivity tool for qualitative research. It creates a seamless workflow across your tools and team. Originally, came up with the idea as I was listening to research professionals in both the quant and qual space complain about and articulate the pain, I guess more succinctly, around managing qualitative research. The one big problem with qualitative is it’s synchronous in nature, and it requires 100% of the attention of the respondent. This creates a big barrier, and, I believe, a tremendous opportunity inside of the marketplace. So what we do is we take the tools that you use; we integrate them into a work flow so that, ultimately, you enter in your project details, that is, who it is that you want to talk to, when you want to talk to them, whether it’s a focus group, in-person, or virtual or IDI’s or ethnos; and we connect you to those right people in the times that you want to have those conversations or connections – Push-Button Qualitative Insights, HubUx. If you have any questions, reach out to me directly. I would appreciate it. Jamin@HubUx.com
[01:35]
Hi, I’m Jamin, and you’re listening to the Happy Market Research Podcast. My guest today is Emmanuel Probst, author, UCLA Professor, and Senior Vice President of Brand Health Tracking at Ipsos. Founded in 1975, Ipsos is one of the largest global market research and consulting firms with worldwide headquarters in Paris, France. Prior to joining Ipsos, Emmanuel served as the Vice President of Media and Content Domain at Kantar as well as in leadership roles at Dynata, formerly ResearchNow, and InMoment. Emmanuel, thank you very much for being on the Happy Market Research Podcast today.
[02:10]
Thank you, Jamin, for having me. I really appreciate your taking the time to have me on your podcast today.
[02:17]
It’s an absolute honor having you on the podcast. I have interacted with you professionally over our careers in similar circles. I don’t know that we’ve actually ever done direct business together. The specific topic of today is to talk about your recently released book, How to Build Brands by Fulfilling the Human Quest for Meaning. Embedded inside of that title are two words, brand hacks. I’ll post a picture of this book so that people can get better context. The way that you’ve framed the book is really interesting just from the cover perspective because I would say it has some powerful theory,
My guest today is Leonard Murphy, Author of the GreenBook Research Industry Trends (GRIT) Report, Partner in Gen2 Advisors, Director at Veriglif, Advisory Board member, Investor, and Change Agent.
GreenBook connects marketers and market researchers with people, information, and ideas that generate results. Through original research, events, content, and a directory, GreenBook provides the learning and inspiration insights professionals need to succeed.
Veriglif, is a private permission-based blockchain creating a data ecosystem around respondent data ownership increasing transparency and security.
Find Leonard Online:
LinkedIn: www.linkedin.com/in/leonardfmurphy
Twitter: www.twitter.com/lennyism
Website: www.greenbookblog.org
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
This Episode’s Sponsor:
This episode is brought to you by HubUx. HubUx reduces project management costs by 90%. Think of HubUx as your personal AI project manager, taking care of all your recruitment and interview coordination needs in the background. The platform connects you with the right providers and sample based on your research and project needs. For more information, please visit HubUx.com.
[00:00]
In episode 239, I'm interviewing Lenny Murphy, author of Green Book Research Industry Trends, or the GRIT Report for short, but first a word from our sponsor.
[00:12]
This episode is brought to you by HubUx. HubUx is a productivity tool for qualitative research. It creates a seamless workflow across your tools and team. Originally, came up with the idea as I was listening to research professionals in both the quant and qual space complain about and articulate the pain, I guess more succinctly, around managing qualitative research. The one big problem with qualitative is it’s synchronous in nature, and it requires 100% of the attention of the respondent. This creates a big barrier, and, I believe, a tremendous opportunity inside of the marketplace. So what we do is we take the tools that you use; we integrate them into a work flow so that, ultimately, you enter in your project details, that is, who it is that you want to talk to, when you want to talk to them, whether it’s a focus group, in-person, or virtual or IDI’s or ethnos; and we connect you to those right people in the times that you want to have those conversations or connections – Push-Button Qualitative Insights, HubUx. If you have any questions, reach out to me directly. I would appreciate it. Jamin@HubUx.com
[01:37]
Hi, I'm Jamin Brazil. You're listening to the Happy Market Research Podcast. My guest today is Leonard Murphy, author of The GreenBook Research Industry Trends. That's the GRIT Report. He’s partnered at G2 Advisors, Director at Veriglif, Advisory Board Member on many different startups and companies, investor and industry change agent. Started in 1962, The GreenBook is a wholly owned subsidiary of the New York American Marketing Association and is a worldwide directory of marketing research companies and focus group facilities. Veriglif is a private permission-based blockchain creating a data ecosystem around respondent data ownership, increasing transparency and security. Lenny, thank you so much for joining me on the Happy Market Research Podcast today.
[02:26]
Thanks for having me. Been looking forward to this for a long time.
[02:29]
Let's start a little bit with the origin story. I shouldn't say, “Let's start.” That's not true. We've already started. Now let's move on to the origin story of Leonard Murphy. Tell me a little bit about your parents and how that's informed your career.
[02:42]
Welcome to the 2019 CRC Series. Recorded live in Orlando, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Travis Miller, VP of Client Success at PureSpectrum.
Find Travis Online:
LinkedIn: www.linkedin.com/in/travismiller09
Email: travis@purespectrum.com
Website: purespectrum.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
[00:00]
Hi, this is Jamin. You're listening to the Happy Market Research Podcast. The next set of episodes are conversations I had at this year's Corporate Researchers Conference or CRC. This is put on by the Insights Association in Orlando, Florida. I had quite a few interesting conversations highlighting specific companies that exhibited this year as well as a couple of speakers, Wells Fargo, IBM, etc. I hope you have a really good rest of your day and enjoy these short episodes.
[00:31]
Hi, this is Jamin. You are listening to Happy Market Research Podcast. I am here at the illustrious… Actually, I don't even know the name of the hotel. Travis, what's the name of the hotel?
[00:40]
It’s the Rosen Shingle Creek in Orlando, Florida.
[00:43]
There you go. We are at CRC, which is the client or customer. Always forget what the first C stands for.
[00:49]
Corporate Researchers Conference.
[00:50]
Yep. Corporate Research and associated with the Insights Association, which is actually been one of my personal favorite shows. I've thought this quality of the speakers overall has been pretty good, has been good, not pretty good. Did you listen to Google this morning?
[01:06]
I did not get a chance to see Google this morning.
[01:08]
You missed out. So, what happens: (I just found this out), you can listen to the episodes on their app. So, make sure you download the app before you leave and then if you want to listen to it—which I definitely know you want to listen to cause I know you're a thought leader—then you can pick up the key sessions that you wish you could have made, but you couldn't because you drank too much tonight before.
[01:30]
There’s so many of the sessions here.
[01:31]
So many sessions here. So PureSpectrum is the name of the company. Travis Miller is the dude I'm talking to. How are you today?
[01:42]
Doing great.
[01:43]
Okay, good. So, tell me a little bit about PureSpectrum. Give everybody the background.
[01:46]
So PureSpectrum, we are a sample management platform. A do-it-yourself tool, API-integrated marketplace, whatever you might call it. But it's a place for people to come in and buy online sample. We're kind of like the expedia.com for sample providers. You can come in, set your sample criteria. You can choose from a number of different sample providers, see their pricing and feasibility and make a determination and launch your project.
[02:11]
We've been using PureSpectrum, FYI. And I will say one of the things that I really like about it is the ease of use of the gooey or the user interface. It's like super easy to use, and it's like sample on tap, which is great from a research ops perspective.
[02:29]
That's one of the biggest compliments that I get from current customers and prospective customers when I show them the platform. They can't believe how easy it is to use. When they do get to use it, we have a team of people that can help answer questions and help out on projects. So, it's not just do-it-yourself, but it frees up a lot of time for a lot of researchers to get to what they need to do. And that's the research, the analytics.
[02:50]
So,
Welcome to the 2019 CRC Series. Recorded live in Orlando, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Susan Griffith, Ad Effectiveness Sales Manager at Readex Research.
Find Susan Online:
LinkedIn: www.linkedin.com/in/susangriffithsalesandfitness
Email: sgriffith@readexresearch.com
Website: www.readexresearch.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
[00:00]
Hi, this is Jamin. You're listening to the Happy Market Research Podcast. The next set of episodes are conversations I had at this year's Corporate Researchers Conference or CRC. This is put on by the Insights Association in Orlando, Florida. I had quite a few interesting conversations highlighting specific companies that exhibited this year as well as a couple of speakers, Wells Fargo, IBM, etc. I hope you have a really good rest of your day and enjoy these short episodes.
[00:31]
Hi, this is Jamin. You're listening to Happy Market Research Podcast. The show floor is being torn down. Exhibitors are packing up, looking forward to just getting to their cats, dogs, kids, whatevers. It's going to be a pretty good time, and I have the pleasure of having Susan Griffith with Readex Research as my guest. How are you today?
[00:51]
I am terrific. Thank you for asking.
[00:53]
Tell me about Readex and that's R E A D E X.
[00:57]
Correct. We are a company based out of beautiful Stillwater, Minnesota, which is just north of St. Paul. Our specialty is online and mail survey research, self-administered studies, which nobody's prompting. Its participants are taking the survey sort of at their leisure. It's timed but at their leisure. So, been in business since 1947, long before me. But I am a legacy employee. Back in the day the company was started by an ad agency executive and they were trying to determine…
[01:35]
I mean that's like early days of research.
[01:37]
Exactly, whether ads were being read and impactful. So back in the day print, there are still mail surveys done this way but the survey is sent out with a copy of the publication and people put their remarks on it. It's sent back to Readex. But my mom (getting back to my legacy), she was one of the housewives that would go to Readex, pick up a stack of magazines, bring them home, and in our basement, she would compile and organize the scoring of what happened. So, that was back in the day.
[02:10]
Love it, all manual process.
[02:11]
Exactly. In the basement. So fast forward to now, I would say about 75% of our business is online, but we still do a lot of mail surveys, which is why we are here.
[02:25]
National Research Corporation is a company that does patient satisfaction, and the government has required that a certain proportion of patient satisfaction still be done through mail. Why? Because there is a portion of the population that is not online, which is really interesting. And it's almost like it's the other way now, where we're all in on online and digital. And I can't think of the last time somebody has done a paper survey.
[02:54]
Exactly. Well, think about even your mailbox at home or at work; we tend to get less mail. So now, the mail survey isn't part of a huge stack of ads and things you don't need. It is not unique, but it isn't in a big stack anymore. And you're right. I think about industries where there's an aging population. I think about remote populations. And then we do some work in human resources, employee satisfaction surveys. And one of the niches about that is the confidentiality factor. So, lots of DIY tools,
Welcome to the 2019 CRC Series. Recorded live in Orlando, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Philamena Dougherty, Director of Strategic Accounts at Virtual Incentives.
Find Philamena Online:
Email: pdougherty@virtualIncentives.com
Website: www.virtualincentives.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
[00:00]
Hi, this is Jamin. You're listening to the Happy Market Research Podcast. The next set of episodes are conversations I had at this year's Corporate Researchers Conference or CRC. This is put on by the Insights Association in Orlando, Florida. I had quite a few interesting conversations highlighting specific companies that exhibited this year as well as a couple of speakers, Wells Fargo, IBM, etc. I hope you have a really good rest of your day and enjoy these short episodes.
[00:31]
My guest is Philamena Dougherty, Virtual Incentives. I've used Virtual Incentives for most of my career actually. For instance, in fulfillment. How are you?
[00:42]
I'm great. I'm great. I'm really happy to be here.
[00:46]
We are onsite at the drinking hour for Insights Association’s CRC event. You guys have a booth precariously located by the podcast.
[00:57]
Yes, we did that on purpose. We did do that on purpose actually. We really wanted to meet you.
[01:06]
You did not.
[01:08]
We did, yes.
[01:09]
I don't believe you, but I appreciate it.
[01:11]
We actually wanted to learn more about HubUx.
[01:13]
Oh, my gosh, okay. This is not about me. This is about you. All right. So, we'll definitely talk about that off air. So, it's exciting to see the energy here on the floor all of a sudden. This is kind of neat.
[01:29]
It is, especially for me in my position. So, I have a lot of partners and a lot of clients here. So, just to see worlds colliding like this, it's one of my favorite things about MR and this conference, in general.
[01:42]
It's interesting in Virtual Incentives, which is, of course, an incentive fulfillment platform that you can both automate as well as bulk upload.
[01:50]
Sure, so when I say partners, I mean like our partners are survey software platform partners who are involved with our integrations. So that would be the automated process: the incentives directly in survey.
[02:07]
Maybe you should give us the elevator pitch or describe what it is that you guys do for the audience. I obviously know, but…
[02:15]
Okay, as far as market research is concerned, we incentivize respondents and community members. So, it helps build engagement with panels and helps build complete rates, keeps people involved in surveys and, really helps get valid reliable data and respondents into the surveys and completing the surveys.
[02:40]
Yeah, for sure. It gets to the motivation factor of the respondents. So that one of the nice things about it is you can tailor the incentive around.
[02:50]
And it kind of seems to me like it's almost a forgotten, crucial last step.
[02:55]
Totally.
[02:56]
You don't always hear about incentives when you're talking about market research, but it really makes a difference in certain cases when you're looking at trying to increase response rates or hit harder to reach quotas.
[03:09]
It's interesting you say that and I actually remember there was this period of three-ish years where there was a bunch of analysis, research-on-research or R on R on how to motivate respondents. And it was like comparing different incentive levels: guaranteed versus sweepstakes versus ...
Welcome to the 2019 CRC Series. Recorded live in Orlando, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Naira Musallam, Co-Founder of SightX.
Find Naira Online:
LinkedIn: www.linkedin.com/in/naira-musallam-36385592
Website: sightx.io
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
[00:00]
Hi, this is Jamin. You're listening to the Happy Market Research Podcast. The next set of episodes are conversations I had at this year's Corporate Researchers Conference or CRC. This is put on by the Insights Association in Orlando, Florida. I had quite a few interesting conversations highlighting specific companies that exhibited this year as well as a couple of speakers, Wells Fargo, IBM, etc. I hope you have a really good rest of your day and enjoy these short episodes.
[00:31]
Hi, this is Jamin. You are listening to Happy Market Research Podcast. My guest today is Naira Musallam PhD and co-founder of SightX, one of my absolute favorite companies in the industry right now. Welcome to the Happy Market Research Podcast.
[00:47]
Thank you for having me and thanks for the shout-out.
[00:50]
Yeah, of course. Well, thanks for creating technology that is adding a ton of value to the market research space. Tell us a little bit about SightX.
[00:58]
Yes, So, SightX came about to solve for the problem that many in this space experience, and that is one for the fragmentation. The idea that you have to rely on multiple tools to be able to go from collection to cleaning, to formatting, to restructuring, to uploading into another platform. We thought we can do a little bit better by streamlining the process one. So, it is a technology that fits for the needs of 2019 and to also solve for the issue of expertise. The world that we live in really expect everybody nowadays in the space to be experts in what they're doing, to get it right, to get it deep, to get it fast with the massive amount of data. And so, how do you do that? Like how do you deliver better, faster, deeper with outdated technology? So, we said we're going to just develop a technology that enables people to deliver on these expectations.
[02:28]
I think that there's a couple of points that I’ve separated out, right? One is the disparate number of tools that are required in order to do a research project. On a qualitative basis, there's approximately six to eight tools that are used just to recruit people. It's really funny… Between Excel. Anyway, that's a different topic. But my point is that… Well, Stacey Walker, Head of Insights for Adobe told me, ”I'm sick of all the tools. I don't want to hear about another new tool,” which is really interesting, right?
So, the ability to be able to consolidate your work into a single platform means that you're getting consistent data structures, consistent ways of interacting with that data, analyzing that data. It should create a tremendous amount of velocity improvement.
[03:19]
Yeah, I fully agree and sympathize with the sentiment of not wanting to see one more tool. Look, I always tell people nowadays we have so many options, right? It's more about how are you experiencing it and how are you getting there. So, to even take it out of market research, I say you want to go from New York to California. Do you want to ride on a bus or do you want to take a helicopter that is waiting outside of your home, right? Like for me, these are like the analogies, like these are the tradeoffs and these are like the solutions, quite frankly, that we have to continuously and think about. How do we do better?
Welcome to the 2019 CRC Series. Recorded live in Orlando, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Mike Sawicz, Account Executive at Market Logic Software
Find Mike Online:
LinkedIn: www.linkedin.com/in/sawicz
Email: msa@marketlogicsoftware.com
Website: www.marketlogicsoftware.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
[00:00]
Hi, this is Jamin. You're listening to the Happy Market Research Podcast. The next set of episodes are conversations I had at this year's Corporate Researchers Conference or CRC. This is put on by the Insights Association in Orlando, Florida. I had quite a few interesting conversations highlighting specific companies that exhibited this year as well as a couple of speakers, Wells Fargo, IBM, etc. I hope you have a really good rest of your day and enjoy these short episodes.
[00:31]
Hi, this is Jamin. You're listening to the Happy Market Research Podcast. We are live today at CRC here in Orlando, Insights Association. Mike Sawicz, Market Logic Software is the name of the company. Mike, thanks so much for sitting down with me for a few minutes.
[00:46]
Oh, thank you for having me.
[00:47]
So, the show is in the third and final day. Break has just happened. So, the floor is starting to fill up; so, I won't keep you too long, but I do have a couple of questions for you. Tell me, what do you think about the show?
[01:00]
It's great. We've had a really good time here. I met tons of interesting people on both the client side and my research colleague side. Excellent conversations, really rich presentations. I've learned quite a bit. We're seeing a lot about how AI is coming into play and how the technology in this space is really emerging and changing. But also, lots of great topics on storytelling and crafting insights for larger stakeholder audiences to really help them manage and run their business.
[01:41]
Yeah, I feel like there's a tremendous number of client-side researchers here, right? I've been meeting a lot.
[01:49]
Yeah. This is certainly not vendor fest.
[01:52]
Yeah. That's kind of a nice change.
[01:53]
It's very nice.
[01:55]
Yeah, for sure. I think you gave a talk, didn't you?
[01:58]
I did. We had a little chat about how our platform enables both AI and HI (Human Insights and Intelligence) to come together to help our customers create a very powerful asset base.
[02:16]
Okay, I love that asset base being the insights or the decision framework to make…
[02:22]
So, at Market Logic, we build insight platforms where at an ingestion layer our customers upload and take in all of their primary, secondary, syndicated, and structured data that can come in along with news feeds from the outside. So, in one source, you have all the information that you need to craft those stories about your customer base and the delivery mechanisms. So, when we talk about storytelling, we're a little more on the telling side. So, our system has feeds, and it really is designed to push information to those key stakeholder bases. So, all that expert knowledge that our colleagues here are creating can be put into knowledge zone. So that's the HI part. You craft that story; you have access to all the information; you can build it with videos and infographics—really compelling way of telling that story— and then have that pushed out to your stakeholders automatically. You don't have to rely on emails; you don't have to rely on roadshows. It's available 24 hours a day. There's a Q&A area in there so that expert can stay in touch wi...
Welcome to the 2019 CRC Series. Recorded live in Orlando, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Matt Lucas, Senior Manager of Product Management at GutCheck.
Find Matt Online:
LinkedIn: www.linkedin.com/in/matthew-lucas-73b2951a
Website: www.gutcheckit.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
[00:00]
Hi, this is Jamin. You're listening to the Happy Market Research Podcast. The next set of episodes are conversations I had at this year's Corporate Researchers Conference or CRC. This is put on by the Insights Association in Orlando, Florida. I had quite a few interesting conversations highlighting specific companies that exhibited this year as well as a couple of speakers, Wells Fargo, IBM, etc. I hope you have a really good rest of your day and enjoy these short episodes.
[00:32]
I'm here with Matt Lucas, Head of Product for GutCheck. It's actually one of my favorite companies right now.
[00:38]
Well, that's very kind of you.
[00:40]
You guys’ve been around a long time.
[00:42]
About nine years, I believe.
[00:44]
Yep, that's right. So, how long have you been part of the company?
[00:47]
I've been with the company for almost four years.
[00:49]
Okay, got it. So, Head of Product is actually one of the highest sought-after jobs, right? It is a very prestigious… There's a lot of people that would like that kind of a role. Tell our audience what that job actually entails.
[1:04]
My role at GutCheck oversees a couple of different things. We focus on our technology development. So, our product team works with our engineering group to productize our research methodologies. I also work closely with the research science group to take client feedback or market feedback and turn that into new research methodologies to meet needs out in the market.
[01:27]
You guys, it's nine years old?
[01:30]
Nine years. I've been there about four.
[01:32]
You've been there four. Okay. What is the thing that you're the proudest of?
[01:35]
I think today the thing that I'm proudest of is the way GutCheck… I’d say that GutCheck was on the leading edge of agile market research, and we generally had applied that to quick-turn to mean fast and cost effective. But I think where the industry is heading today and where GutCheck is heading as well, is bringing that agility upstream to support foundational research to build the competitive edge with audience intelligence. I think it's really critical that we bring the same level of agility that we brought to the tactical market research—creative testing, concept testing all the way back up to audience understanding— to deliver that in a way that can keep up with today's marketing and product innovation cycles.
[02:17]
So, when you think about the current state of sample are you guys API-based? Is that whole process automated or…?
[02:26]
We have a few different techniques, somewhat automated. Rather than focus on specifically integrating with one partner, we have relationships set up with a variety of different partners. So not necessarily panel-based, but our reach is pretty broad to allow us to get to the standard consumer all the way down to specific B2B audiences. My favorite example is not everybody can reach Russian dermatologists, but we'll try to for you.
[02:56]
So, I think that's on point. The opportunity of reaching anybody is real right now through social and then also through just like being crafty.
[03:08]
Yeah, definitely, definitely.
[03:10]
Welcome to the 2019 CRC Series. Recorded live in Orlando, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Liz Moore, Candorist and Partner of The Candor Company.
Find Liz Online:
LinkedIn: www.linkedin.com/in/liz-moore-a54b452
Email: liz@thecandorcompany.com
Website: www.thecandorcompany.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
[00:00]
Hi, this is Jamin. You're listening to the Happy Market Research Podcast. The next set of episodes are conversations I had at this year's Corporate Researchers Conference or CRC. This is put on by the Insights Association in Orlando, Florida. I had quite a few interesting conversations highlighting specific companies that exhibited this year as well as a couple of speakers, Wells Fargo, IBM, etc. I hope you have a really good rest of your day and enjoy these short episodes.
[00:31]
Hey, this is Jamin. We are live today at CRC at the exhibit floor here in beautiful Orlando. At least they tell me it's beautiful. I haven't been outside yet. I have the honor of chatting with Liz Moore, two words. She is one of the owners of The Candor Company, which is a qualitative-focused firm, and I'm looking forward to finding out more. Hi, how are you doing?
[01:05]
I'm terrific. How are you?
[01:07]
I thank you for asking. I think I'm doing okay. I do actually really want to get outside.
[01:12]
We were out earlier.
[01:14]
Oh, you're such a show off.
[01:15]
I know. It's swampy. It's very humid. Yeah, it's better in here.
[01:19]
It's better inside. I don’t know. I feel like everything's yellow now with the fluorescent lighting tint. It's permanent. All right, so the show, how's it been for you guys? You guys have, by the way, sorry about interrupting. Ask a question interrupt. That's a terrible way to do it. You guys have the most bright and interactive booth on the show floor.
[01:41]
Thank you. Thank you.
[01:43]
Totally true.
[01:44]
It's totally bad-ass, isn't it?
[01:46]
Yeah, it is bad ass. You guys have just totally nailed the interactivity. For those that weren't in here, it's a ring light, which is something you use in photography to take a portrait photo. And it's like super pro. Is it just like cell phone cameras? Oh, you even have a nice camera kit. Okay.
[02:06]
Totally legit. You should check the lens out.
[02:07]
All right, I will. What kind of camera is it?
[02:09]
It's a Canon. It's our photographer’s setup.
[02:13]
5D Mark III. Something fancy?
[02:15]
Yes, yes.
[02:17]
85 prime. Okay, so, tell me about your business, Candor.
[02:22]
That's right, Candor. We are qualitative researchers who don't like to necessarily think about ourselves as qualitative researchers. I think qualitative research has kind of gotten a bad rap over the years: very staid, very conservative, very traditional. Call a bunch of people into a room, total strangers; tell them to ideate for 90 minutes and just come up with something great. That doesn't work, does not work anymore. We noticed that trend.
We've been together about 20 years, and we started noticing the trend about 10 years ago that when we could take out of that environment and either go into their environment or bring them to a place that's really creative and it's fun and it's different—not just taking a focus group facility and going away from the standard setup to a living room setup, but actually taking them somewhere where it feels safe and there are really no boundaries.
Welcome to the 2019 CRC Series. Recorded live in Orlando, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Lana Babii, Head of Business Development at CoolTool.
Find Lana Online:
LinkedIn: www.linkedin.com/in/lana-babii-1296781a/?originalSubdomain=mx
Email: lana@cooltool.com
Website: cooltool.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
[00:00]
Hi, this is Jamin. You're listening to the Happy Market Research Podcast. The next set of episodes are conversations I had at this year's Corporate Researchers Conference or CRC. This is put on by the Insights Association in Orlando, Florida. I had quite a few interesting conversations highlighting specific companies that exhibited this year as well as a couple of speakers, Wells Fargo, IBM, etc. I hope you have a really good rest of your day and enjoy these short episodes.
[00:31]
Hi, this is Jamin. I am with Lana. CoolTool is the name of the company, and we are live at CRC in Orlando. Lana, how are you?
[00:43]
I'm super well, enjoying the event. Thank God, we're not exhibiting. Sorry, boss. That I can communicate to everyone. I can talk to my peers, could listen to all the speeches and really, really enjoying everything happening over here. But, yeah, I miss you guys and I'm sending regards. It's the Research-Results Congress where you are now.
[01:07]
Yeah, in Munich, right?
[01:09]
In Munich, yeah, exactly.
[01:09]
Yeah, that’s a big event. So, were you here yesterday?
[01:13]
Yes, I've been presenting basically for the corporate researchers regarding all our neuromarketing tools and so on. So, there is a great pleasure to talk directly to our customers, to see the feedback, to learn the questions they have, all these insights. It was really powerful. I really appreciate this opportunity.
[01:35]
Tell us about CoolTool.
[01:36]
Oh, basically it's super fun. CoolTool is fun. What you do is just enjoy with CoolTool since we automate everything for our clients, for researchers of all the levels from the brands, from the agencies and so on. So CoolTool is a neuromarketing automation platform, which literally combines the very best from the traditional survey-based research and the non-conscious measurement tools. So, we give to our clients those techniques like eye tracking, the facial coding, implicit testing and so on but without any hardware and with the opportunity to get the results in the real time. And also, the great news of this year is that we finally, finally finalized the integrations with Dynata. We’re seeing all these biggest players in terms of online panels so that our clients, they have the direct reach out to their consumers of more than 50 million people around the world due to online panels, which are our official partners now.
[02:37]
That’s awesome. Congratulations.
[02:39]
Thank you very much.
[02:41]
This show is early Day 2, right? We have to tomorrow's Day 3 and the final day. Are you staying through for tomorrow?
[02:52]
Of course.
[02:52]
What particular sessions are you looking forward to?
[02:57]
Well, basically, I have my list. The best thing about this list that I'm watching the agenda and they always have those, “Okay, should I go to this speech or that speech? Should they listen to this presentation or that presentation?” Basically today, the one I'm looking forward is the one from CMI and Pfizer. They are going to present the case. I really enjoyed the one that we had today in the morning from Google. Ed was super, super cool and engaging,
Welcome to the 2019 CRC Series. Recorded live in Orlando, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Kevin Lewis, VP of New Business and Strategy at Cint.
Find Kevin Online:
LinkedIn: https://www.linkedin.com/in/kevin-lewis-b0bb001
Website: www.cint.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
[00:00]
Hi, this is Jamin. You're listening to the Happy Market Research Podcast. The next set of episodes are conversations I had at this year's Corporate Researchers Conference or CRC. This is put on by the Insights Association in Orlando, Florida. I had quite a few interesting conversations highlighting specific companies that exhibited this year as well as a couple of speakers, Wells Fargo, IBM, etc. I hope you have a really good rest of your day and enjoy these short episodes.
[00:32]
Hi, this is Jamin, and you are listening to the Happy Market Research Podcast. We are live on the floor of CRC here in Orlando. I have the honor of having Kevin Lewis with Cint on the podcast. Kevin, how are you?
[00:46]
Doing great, Jamie. Appreciate the time.
[00:49]
Are you kidding me? I appreciate your time always. So, what is going on with Cint?
[00:55]
We've got a lot of great things going on. Obviously, with the recent announcements with the P2 acquisition, working tirelessly, Katie Gross, Jake Wolff, and the entire management staff. But we're progressing at a great pace and excitement across the industry and our clients.
[01:15]
Yeah, I mean that was a big announcement. P2’s player, right? You guys are the mother of sample marketplaces.
[01:27]
Appreciate that.
[01:28]
No, it's true. I mean 1998, 96 maybe, 98. So like, hold on. [to third party] Ann, I'll talk to you in a little bit. Are you running around? [Ann answers in the background] You're going… Okay, I'll see up there. [to Kevin Lewis] Sorry. I love her.
[01:44]
She’s keeping it real.
[01:45]
Do you know Ann?
[01:46]
I do.
[01:47]
Okay, good. She buy from you?
[01:50]
Not directly through me though I'm not sure.
[01:52]
Well, I'd check that out, man. Anyways, so, now back to the podcast. All that's gone. Sorry, Trudie. She's going to be so pissed. “You make my job so hard.”
[02:07]
That's part of being in a conference; it’s real time.
[02:09]
It is totally real time and I really dig it. So, you guys, P2 acquisition, the rationale for the acquisition: obviously more sample, right? We have a product problem in the industry, meaning a supply problem in the industry. There's not enough people, respondents, or participants to deal with the growing demand of insights. So that has to be part of the investment or the acquisition thesis. Is that right?
[02:35]
Yeah, 100%. In today's world, reach is important. Technology and scaling and what we're trying to do is to provide our clients the opportunity to enable and empower them a more efficient way to collect and gather insights. And for us, it's really identifying and discovering what their current business ecosystem is and figuring out what is the right solution. And sometimes for us, we're trying to figure out—I always use the banking analogy in today's world and it goes on the researcher side as well. You've got an area where traditionally people would walk into a bank and physically deposit a check. Then it evolved to being able to put that check inside of the ATM. And now it's more programmatic: being able to take a picture. And depending on people's lifestyles and how they work internally, traditionally,
Welcome to the 2019 CRC Series. Recorded live in Orlando, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Kaizer Mbongeni Dhliwayo, Researcher at South African Tourism.
Find Kaizer Online:
Website: www.southafrica.net/us/en
Email: kaizerdm@southafrica.net
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
[00:00]
Hi, this is Jamin. You're listening to the Happy Market Research Podcast. The next set of episodes are conversations I had at this year's Corporate Researchers Conference or CRC. This is put on by the Insights Association in Orlando, Florida. I had quite a few interesting conversations highlighting specific companies that exhibited this year as well as a couple of speakers, Wells Fargo, IBM, etc. I hope you have a really good rest of your day and enjoy these short episodes.
[00:32]
Hi, everybody, you are listening to the Happy Market Research Podcast. I have the honor of Kaizer (and I apologize ahead of time) Dhliwayo; South Africa Tourism is the name of the company. We are at CRC. Sir, how are you?
[00:46]
I am well. And, how are you?
[00:48]
You know what? I am doing pretty good. I can't complain, actually. We're in Orlando. Where do you live?
[00:53]
No, this is my first time in Orlando. Second time in the US, and I'm here for this conference and I'm learning so much, meeting so many new people. And it's just so interesting.
[01:06]
When did you arrive?
[01:04]
I landed on Sunday.
[01:07]
Got it. So, you've gotten a slightly acclimated.
[01:10]
A bit, but I'm still not sleeping properly.
[01:12]
No, of course. Nor will you.
[01:13]
But then on Monday, I really tired myself out ‘cause I went to Universal Studios. Oh, my goodness. Like you guys do things properly because we have theme parks, but they're not as big and not the variety of options. It blew my mind.
[01:30]
Yeah. It's crazy. Right? Yeah, it's like next level. Well, anyway, since there's a separate podcast talking about Orlando's theme parks, which is a really great, great topic. Tell me a little bit about South African Tourism.
[01:43]
Okay. So South African Tourism is a state-owned entity that was created purely to market the destination, the destination brand that sits with us. And we have offices all over the world. Our office in the US is in New York, run by Jerry and the team. And we have offices in Europe, Asia, Australia. The Middle East is one of our newer markets that we're working to develop. Southeast Asia as well is a new area that we're trying to get tourists from.
[02:12]
You know who did a good job of this was Ireland back in the day. So, their tourism division rebranded and they like doubled the number of tourists in a very short time.
[02:24]
And that's the challenge for South Africa going forward. So our president made an announcement that we're going to be in the next 10 years doubling tourism. So currently we get about 10 million visitors and we're trying to get to 21 million by 2030. So that's the effort going forward.
[02:41]
Where are your visitors coming from?
[02:43]
We have people coming from all over the world, but three quarters of our visitors are from the African continent, and we have offices in East and West Africa, Central Africa as well. And then, obviously, we have domestic tourists in and around South Africa.
[02:58]
If go to South Africa, what do I have to see? I have a one week. Let's say it's one week.
[03:04]
Okay. If you have one week, the plan depends on what you're interested in because we have wildli...
Welcome to the 2019 CRC Series. Recorded live in Orlando, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Jonathan Ephraim, Preisdent of IntelliSurvey.
Find Jonathan Online:
LinkedIn: https://www.linkedin.com/in/jonathan-ephraim-a1715a
Email: jephraim@IntelliSurvey.com
Website: www.intellisurvey.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
[00:00]
Hi, this is Jamin. You're listening to the Happy Market Research Podcast. The next set of episodes are conversations I had at this year's Corporate Researchers Conference or CRC. This is put on by the Insights Association in Orlando, Florida. I had quite a few interesting conversations highlighting specific companies that exhibited this year as well as a couple of speakers, Wells Fargo, IBM, etc. I hope you have a really good rest of your day and enjoy these short episodes.
[00:32]
Hi, this is Jamin. You are listening to Happy Market Research Podcast. My guest today is Jonathan Ephraim, IntelliSurvey founder, co-founder, excuse me, right?
[00:40]
Yes, that’s correct.
[00:41]
Longtime competitor and friend. Sir, thanks for being on Happy Market Research Podcast.
[00:46]
Thank you for having me.
[00:48]
So we are on the show. They're getting ready to release the hounds. We're by the food. We may be eaten alive. Hopefully, they don't mistake us for chicken legs. How are you doing?
[00:58]
Oh, I'm doing very well, thanks. I'm doing very well. This is a one of our first conferences. It's the first conference like this that we've presented at, and we have a display. So it's been fun to see people. We ordinarily are sitting in the background, and it's nice to be in front.
[01:13]
So, IntelliSurvey, this is my perception, not necessarily reality, but IntelliSurvey from a brand perspective is these really intelligent people that have built this great software and service. Probably the thing that has always stood out to me, and Jamie and I used to lament our org structure is that you guys built your platform instead of having like full-time employees to program all the surveys, you actually created a network of people that were able to use your platform. Is that accurate?
[01:51]
No, it's funny after all these years…
[01:55]
Well, wait the smart people is accurate, but the network part isn't. I love…
[2:00]
Yeah, the network part isn't. Yeah, what we did that was, I think quite different from others was, obviously, we separated out development from project management, but we didn't separate out project management from programming. We always thought of that as them as being one function that there was a project manager who was a programmer. And one of the things that we did quite differently was we hired people who were more liberal arts-ish. When I say liberal arts-ish, I mean that not necessarily they were…
[02:32]
like linguistic type framework or…
[02:35]
Well, just people who were creative and good with words and good with problems. And those were the people that, I think, in many other platforms are the project managers, who are then interfacing with someone who's a little more engineeringy, who's like actually doing the stuff.
[02:52]
So you have one in the same. So then you trained those people on how to use your platform.
[02:57]
That's correct. That's correct. And we built a programming language that basically is very close to plain English that people can then just affix what amounts to a programming attribute using basically something very close to plain English.
Welcome to the 2019 CRC Series. Recorded live in Orlando, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Joe Beier, EVP of Shopper and Retail Strategy at GfK.
Find Joe Online:
LinkedIn: www.linkedin.com/in/joe-beier-2006545
Email: joe.beier@gfk.com
Website: www.gfk.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
[00:00]
Hi, this is Jamin. You're listening to the Happy Market Research Podcast. The next set of episodes are conversations I had at this year's Corporate Researchers Conference or CRC. This is put on by the Insights Association in Orlando, Florida. I had quite a few interesting conversations highlighting specific companies that exhibited this year as well as a couple of speakers, Wells Fargo, IBM, etc. I hope you have a really good rest of your day and enjoy these short episodes.
[00:32]
Hi, this is Jamin. You are listening to Happy Market Research Podcast. My guest today is Joe. GfK is the name of the company. He's been on a podcast already. He’s got a little bit of wine left in his cup. We are at CRC insights Association’s client-side event, and you gave a presentation today.
[00:48]
I did.
[00:49]
Give us a little bit of highlight.
[00:50]
We were talking about trust, the whole issue of consumer trust and how there are so many challenges to that space right now and how we're really in a unique era of trust just eroding very, very quickly and being challenged from so many different quarters. As dark of a journey as we knew it would be, we thought it was important to lay out what that landscape looks like today and some of the key factors and bring it home with a little more of an optimistic view in terms of some of the things that we extract from those learnings that we think can be good guidelines for folks that are trying to manage brands or create trusting relationships with consumers, rule rules of the road, if you will, to operate by. So, we laid out the challenges and then a little bit of what you might want to think about doing about it for some recommendations.
[01:41]
The audience can't see this because it's one of the slides that was presented today talking about optimism in the space. And I'll include this in the show notes by the way. But how I really started connecting this is this issue of trust really is closely tied, in my opinion, to optimism and how people are feeling about the brands that they're interacting with. So, my broader point is that it becomes really important for us as an industry to ensure that we're garnering trust, especially among respondents, right? And that has to do with, I think again, the ethical context of how research is actually being done. I'm wondering, do you think that there's going to be changes to the way that we do research over the next few years in line with maybe more, I don't know what, either data privacy or transparency with sourcing sample.
[02:38]
Well, you're probably not going to like this answer very well, but I think our presentation today took a very broad view of this whole issue, and I would assert that in the grand scheme of all the things coming at consumers and shoppers and respondents, which could all be the same person, of course ,depending on their state, but to me the incident of taking a survey or being interviewed is a pretty small speck on the landscape of all the things that they have to deal with. And so, I would expect some minor adjustments to be made there, but I don't get the feeling that the industry has such a big impact on their total view of trust of the industry as a whole,
Welcome to the 2019 CRC Series. Recorded live in Orlando, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Emily Palmer Brown, VP of Digital Manager at Wells Fargo.
Find Emily Online:
LinkedIn: www.linkedin.com/in/emily-palmer-brown-5b76648
Email: emily.w.palmerbrown@wellsfargo.com
Website: www.wellsfargo.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
[00:00]
Hi, this is Jamin. You're listening to the Happy Market Research Podcast. The next set of episodes are conversations I had at this year's Corporate Researchers Conference or CRC. This is put on by the Insights Association in Orlando, Florida. I had quite a few interesting conversations highlighting specific companies that exhibited this year as well as a couple of speakers, Wells Fargo, IBM, etc. I hope you have a really good rest of your day and enjoy these short episodes.
[00:32]
We are live today at the CRC, which is corporate research event in association with the Insights Association, and we are on the exhibit floor. Cocktails have been flowing. I'm one deep. Emily brought it to me. Emily Palmer Brown with Wells Fargo, thanks for being on the podcast.
[00:51]
It's my pleasure.
[00:52]
So, tell me a little bit about what you're going to give in the presentation.
[00:55]
So, my partner, Sharon, and I are going to be talking about bringing the human to life in market research. Oftentimes people will do quantitative research and develop market segments. And what we're presenting on is how to illustrate and illuminate really the humans in there with retail personas or consumer personas or experienced personas and how people can create their own, how we care for and nurture and create ours, how we use them day to day.
[01:28]
So, personas in the context of like marketing or…?
[01:32]
Yeah, that's a good question. So yes, in any context really. So, we primarily support the digital design experiences. So that's product line of business as well as designers. And Marketing Wells Fargo is an enormous organization.
[01:50]
It is a big company.
[01:51]
It is a big house. And marketing tends to have their own research, what we're very friendly with. They do different types of research. We use our personas, (See, this is a spoiler alert. If somebody listens to this before my talk tomorrow.) and we use our retail personas to truly understand the emotional drivers of user behavior to help inform strategies or design. So, really specifically where will somebody be using this and how will they be feeling when they're using it?
[02:24]
Is that like sits next to customer experience or user experience?
[02:28]
We sit right in customer experience, user experience.
[02:32]
Got it.
[02:32]
We sit right in the experience design group.
[02:34]
Perfect. Okay, that makes a lot of sense to me. Give me a little bit about your background ‘cause we've just met, give me a little context.
[02:40]
We're only one beer friendly. So, I started in social work actually.
[02:47]
Oh, you’re kidding.
[02:48]
No, I'm not. I am passionate about people and making sure that people can make choices to make changes or live the life they want to live. And social work, I think, is typically thought of with the downtrodden and the underprivileged. And that while that's true, humans across the board, we all have aspirational lives that we want to live, and we all have things that get in our way. We get in our own way. And so, nine years ago, before I joined Wells Fargo,
Welcome to the 2019 CRC Series. Recorded live in Orlando, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews David Paull, Co-Founder and CEO of Engagious.
Find David Online:
LinkedIn: www.linkedin.com/in/davidpaull
Email: david@dialsmith.com
Website: engagious.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
[00:00]
Hi, this is Jamin. You're listening to the Happy Market Research Podcast. The next set of episodes are conversations I had at this year's Corporate Researchers Conference or CRC. This is put on by the Insights Association in Orlando, Florida. I had quite a few interesting conversations highlighting specific companies that exhibited this year as well as a couple of speakers, Wells Fargo, IBM, etc. I hope you have a really good rest of your day and enjoy these short episodes.
[00:32]
Hi, this is Jamin. You are listening to Happy Market Research Podcast. My guest today David Paull, Engagious. I remember when I had a hard time saying that. Engagious is the name of his company, and he is a fellow podcaster here on site doing Audible Insights.
[00:50]
Correct.
[00:51]
In association with the Insights Association. What do you think about the show on Day 2?
[00:55]
I love CRC. It's always one of my favorites. Get to reconnect with a lot of industry colleagues. Caliber of speakers is always top-notch, both outsiders as well as the corporate researchers that they bring up on stage and all the suppliers who have so many interesting things to share. So, I always liked this one. It's great.
[01:15]
Yeah. I really think the big hack here is there's a ton of corporate researchers. So, it's really incumbent if you want to punch through to figure out… It's not about the shiny booth; it's about how do you make a personal connection with that person. I'm getting that more and more and more. The corporate researchers have so many options today. It's a highly competitive place; so, you've really got to figure out how you can grab their attention and then decide if it's a good fit quick and then add value by steering them someplace else if it's not.
[01:51]
Yeah. And like one of the speakers talked about this morning, at the end of the day, it's all about the value that you deliver, and it's about the “why,” not the “how” and the “what;” the “how” and the “what” is, of course, important. But that comes after the “why,” after clients are confident that the “why” can be met.
[02:09]
Right, exactly right.
[02:10]
It's knowing how to lead with the solution. The challenge with trade shows is they're geared to be all about here's what we do. It’s splashed all over.
[02:23]
It’s like speed dating.
[02:24]
Yeah. So that's a challenge with the model overall. And I've struggled with that myself when I've been on the other side of the booth. It's challenging to try to have those more personal conversations when it really is kind of a drive-by.
[02:41]
Whenever I think about activation at a conference, I'm always like, I won't exhibit at a conference if I'm not speaking. Do you have like rules of thumb?
[02:51]
I do. I rarely exhibit anyway because a lot of the work that we're really trying to grow right now is consultative in nature. So, it's a difficult thing for me to try to do from inside of a booth. It's one of the reasons I got into podcasting like you and formed a relationship with Insights Association for theirs. For me, it gives me a new way in. So, I get to attend. Ideally, if I can speak, that's great and if I can talk to people through a podcast,
Welcome to the 2019 CRC Series. Recorded live in Orlando, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Colson Steber, Co-CEO of Communications for Research, Inc.
Find Colson Online:
LinkedIn: https://www.linkedin.com/in/colsonsteber
Email: csteber@cfrinc.net
Website: www.cfrinc.net
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
[00:00]
Hi, this is Jamin. You're listening to the Happy Market Research Podcast. The next set of episodes are conversations I had at this year's Corporate Researchers Conference or CRC. This is put on by the Insights Association in Orlando, Florida. I had quite a few interesting conversations highlighting specific companies that exhibited this year as well as a couple of speakers, Wells Fargo, IBM, etc. I hope you have a really good rest of your day and enjoy these short episodes.
[00:31]
Hey, everybody. This is Jamin. You are listening to Happy Market Research Podcast. We are live at the Insights Association’s CRC event. What city are we in? I keep forgetting.
[00:42]
Orlando.
[00:43]
My guest today is Colson Steber; Communications for Research is the name of the company. Colson, thanks for being on the show.
[00:51]
Thanks.
[00:52]
You got to tell me something. This is the morning of Day Two. Did you go to any content yesterday?
[01:00]
I went to Steve August coaching.
[01:02]
Tell me what you thought.
[01:04]
I loved the tools he introduced to us in the session but did not engage a lot with the conversation during the session. Struck up a conversation with him afterwards and ended up taking up the entire afternoon getting free coaching for about two and a half hours.
[01:20]
I hope you bought him a drink or something.
[01:21]
Unfortunately, not. We got interrupted a lot since we sat in the lobby and lots of people walk past us that were arriving for the conference.
[01:27]
Does the ROI for him, does that pay off down the road, you think? Like good feelings?
[01:33]
For him?
[01:35]
Yeah, yeah, yeah, yeah, yeah. I mean he's now in a coaching business. So potentially, right. I mean, I now know his story. He knows my story and by…
[01:44]
There could be work down the line. What was one of your big takeaways from the conversation? Because the ROI might be somebody listens to this show and then reaches out to Steve August for coaching.
[01:56]
We talked a lot about how to go deeper in my niche of agriculture sector research without abandoning everything else we can do and can service.
[02:14]
It's the classic mile wide, inch deep versus go really deep in a single thing. And you've got to do both in a lot of cases.
[02:23]
So, as I was mentioning to you directly before this, I'm rethinking my marketing strategy for 2020 significantly and working to move entirely away from this list of services-based website to what outcome do we create for our customers?
[02:44]
Dude, I mean that's a really… Okay, so, let's back up. Give our audience a little context of Communications for Research. What is it you guys do?
[02:53]
We add value by helping to plan research, communicate that plan in terms of the sampling plan and field work and how it's going to get executed and then providing services to do so. And I call that research logistics. The best example being working with researchers themselves, typically as third-party contractors to understand how they're going to access the audience, help them with the screening criteria and what we'll do,
Welcome to the 2019 CRC Series. Recorded live in Orlando, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Anil Damodaran, Vice President of Adomate at Course5 Intelligence.
Find Anil Online:
LinkedIn: https://www.linkedin.com/in/anildav/?originalSubdomain=in
Website: https://www.course5i.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
[00:00]
Hi, this is Jamin. You're listening to the Happy Market Research Podcast. The next set of episodes are conversations I had at this year's Corporate Researchers Conference or CRC. This is put on by the Insights Association in Orlando, Florida. I had quite a few interesting conversations highlighting specific companies that exhibited this year as well as a couple of speakers, Wells Fargo, IBM, etc. I hope you have a really good rest of your day and enjoy these short episodes.
[00:31]
Hi, this is Jamin. You are listening to Happy Market Research Podcast. My guest today is Anil Damodaran, Course5 Intelligence. I've had you (not you, specifically), but somebody else, right, on the podcast.
[00:42]
That's right. I believe you've spoken to Manish.
[00:45]
Yeah, that's right. Yeah, Manish. That's right. I like him very much actually. So, how are things going at Course5?
[00:51]
Very good. We're doing a lot of interesting new things and so, we're really excited to see where this year pans out.
[00:59]
Tell us the audience, give a little context, what is Course5?
[01:03]
So, Course5 is a global, digital and analytics-based company. So, we focus on everything to do with digital AI and analytics and, basically, anything that you use data to make decisions that's where you would bring in Course5.
[01:25]
Got it. Think about your favorite project. Describe that project for us.
[01:32]
Sure. So, I can talk about what we recently did with Microsoft.
[01:38]
Okay, good. I've heard of them.
[01:40]
So, my role at Course5 is that I manage a product called Adomate, and essentially, it's an advertising intelligence system that allows you to analyze video creatives and ad testing data, and then really be able to identify variables that move and ad up or down in terms of engagement, provide meta-level analysis in terms of overall ads and things like that. So, we did this project with Microsoft recently, and we had some really interesting learnings in terms of what specific kind of variables were important. When you say look across the purchase funnel—all the way from awareness to perception to impact—what variables seem to be driving a campaign up or down. So, we had a really interesting project, and I just spoke about it at the event as well.
[02:43]
I apologize about missing it; I will pick it up though ‘cause they're going to be releasing the speaking sessions on their app. So, I'll definitely listen to it there. Thank you for giving me the heads up. Separating out a purchase decision based on a set of factors is hard to do and very powerful because then you start understanding exactly how you need and what you need to talk to to your customer personas in order to help connect with them on an emotional level. Are you doing anything in the qualitative space? Are you incorporating any qualitative type data into your analytics or reports?
[03:18]
Yes. So, for example, if you're looking at open-ended coding data that's coming in from your survey results, or if you're looking at user-generated comments that are coming in from social data, all of that text analytics, that's how we would bring in the qualitative piece of it.
Welcome to the 2019 CRC Series. Recorded live in Orlando, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Angela Pack, Business Development Manager at Askia.
Find Angela Online:
LinkedIn: www.linkedin.com/in/angela-lebedis-pack-3186b01
Website: www.askia.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
[00:00]
Hi, this is Jamin. You're listening to the Happy Market Research Podcast. The next set of episodes are conversations I had at this year's Corporate Researchers Conference or CRC. This is put on by the Insights Association in Orlando, Florida. I had quite a few interesting conversations highlighting specific companies that exhibited this year as well as a couple of speakers, Wells Fargo, IBM, etc. I hope you have a really good rest of your day and enjoy these short episodes.
[00:32]
I have Angela Pack with Askia. We are at the Insights Association’s big event. What is it called?
[00:41]
Corporate Researchers Conference.
[00:42]
Thank you. CRC for short. Yes, that's right. We are on the exhibit floor. There is the promise of alcohol over your right shoulder, which I'm super excited about. How about yourself?
[00:52]
I am eyeing those little EOS lip balms and the tiny little things of mints, so…
[00:58]
You're such a good human being.
[00:59]
I'm going to be a little lurker later and maybe grab a few things to take home.
[01:03]
You already grabbed one of my stickers.
[01:05]
I did.
[01:05]
The shark one, I think.
[01:07]
Shark. I love shark week.
[01:08]
Yeah. What was your point about sharks?
[01:09]
They have to keep moving or they will drown.
[01:12]
I kind of feel like that sometimes.
[01:14]
I feel more like the turkey that if I stand outside with my mouth open, I'm going to drown.
[01:18]
I didn't know that was a thing.
[01:20]
That’s a thing.
[01:21]
Really. Okay, well, there you go, Insights Nation. We did not know that that is a thing.
[01:28]
All sorts of color.
[01:29]
Yeah, that's great.
[01:30]
So Askia, you guys, I hear really good things. Richard Collins, of course, a dear friend of mine over the years, worked for me at another company, and he's based out of London right now, I believe.
[01:41]
He is based out of London, and he brought me on in July.
[01:44]
Okay, good. So, where were you before?
[01:47]
I was actually on the qual side of things. And then prior to that, I was in the panel world for a very long time.
[01:56]
That's been an interesting space with… I'd love to talk to you more about that, but I want to like, first I want to dive in: tell me what is going on with Askia. And then we're going to shift gears and talk about the conference.
[02:06]
All sorts of things are going on with Askia. We have products in development. We've got new partnerships that are bringing us things like platforms, charting. So a relationship with ETABS and so just bigger and better, and we're expanding our US capabilities and that's where I came on. So we have a completely female, US sales team, which is me. We’re 100%.
[01:36]
I was super excited. So, is it expanding? Like are you hiring? What's going on?
[02:42]
We are looking for people in the US.
[02:43]
Okay, perfect. And if they want to contact you, I will get your card and include that information in the show notes.
[02:49]
Perfect. It's very easy, Angela@Askia.com
[02:53]
That is really easy.
[02:54]
It's super… Although people keep calling me “Anskia,
Welcome to the 2019 CRC Series. Recorded live in Orlando, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Aaron Hill, Vice President of Client Services at Sawtooth Software, Inc.
Find Aaron Online:
LinkedIn: www.linkedin.com/in/aaronhill1
Website: www.sawtoothsoftware.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
[00:00]
Hi, this is Jamin. You're listening to the Happy Market Research Podcast. The next set of episodes are conversations I had at this year's Corporate Researchers Conference or CRC. This is put on by the Insights Association in Orlando, Florida. I had quite a few interesting conversations highlighting specific companies that exhibited this year as well as a couple of speakers, Wells Fargo, IBM, etc. I hope you have a really good rest of your day and enjoy these short episodes.
[00:32]
I've got Aaron Hill with Sawtooth Software. We are live today, Happy Market Research Podcast. CRC is the name of the conference. This is day one. Aaron, it is an absolute honor to have you on the pod.
[00:45]
Thank you so much. It's great to be here.
[00:46]
I've used Sawtooth for, it feels like a hundred years, but it was really, my first experience was 1996. It was a summer; it was sultry. Bryan Orme was the guy… How do you say his last name?
[01:00]
Orm.
[01:01]
Sorry. Orm. I don't know why I say Orm-e. Anyway, we were doing models. Jamie Plunkett actually was primary with him. Dick McCullough of Macro Consulting was the guy that we worked for—pretty well, respected in the space from an advanced analytics perspective. Tremendous respect for him personally. Anyway, so tell me a little bit about what the Sawtooth is doing these days.
[01:21]
So, Sawtooth right now, we're always working on new conjoint stuff, working on faster algorithms, easier access to the algorithms and the programs that we're working on, trying to make it so that we can streamline the processes that people use to analyze their conjoint data.
[01:45]
So, you guys are renowned for your advanced analytics capabilities, right? You’re basically the inventors of ACH, is that right? Or no, no, adaptive conjoint.
[01:56]
Yeah, we developed the adaptive choice-based conjoint algorithms and adaptive conjoint analysis. Most of what we do though isn't really all that proprietary. So, we rely heavily on amazingly gifted academics and other practitioners. We've got a fantastic community of people that help us along. So, we look at it; all we really do is take what other people have done and then make it available for researchers.
[02:24]
The accessibility, I think, is what's so interesting about your technology. In fact, you do exactly that: Creating partial factorial designs used to be really, really hard. I know that's a long time ago, but you guys made that really, really easy. And anyway, so essentially, we're hearing about how you're focusing more and more on automating the bits and pieces, the process, the research operation consideration.
[02:47]
We've taken our online stimulator now. The simulator, they used to have to be an installed piece of software. We put it online; we've made it so that you can share it easily with your clients. So that's the type of development that we're working on now.
[03:01]
Are you guys doing an event?
[03:03]
Yeah, we just barely held our Sawtooth Software Conference. We do it every 18 months. It was down in San Diego, it is fantastic event. We had about 220-230 people there.
[03:13]
Smart people by the way, folks. So,
My guest today is Zontziry “Z” Johnson, VP of Customer Transformation at Zappi. Zappi helps global brands make better decisions to drive business growth, shape product development, and enhance their advertising and branding efforts.
Prior to joining Zappi, Z has been a market research manager at Microsoft, a director at Ipsos, an independent consultant, and worked at various market research firms. Additionally, she has a storied long-form blog called MRxplorer and has recently added a podcast to her thought leadership.
Find Zontziry Online:
LinkedIn: www.linkedin.com/in/zontziry
Twitter: www.twitter.com/zontziry
Website: www.zappi.io/web
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
This Episode’s Sponsor:
This episode is brought to you by HubUx. HubUx reduces project management costs by 90%. Think of HubUx as your personal AI project manager, taking care of all your recruitment and interview coordination needs in the background. The platform connects you with the right providers and sample based on your research and project needs. For more information, please visit HubUx.com.
[00:00]
On episode 237, I'm interviewing Z. Johnson, VP of Customer Transformation at Zappi, but first a word from our sponsor.
[00:10]
This episode is brought to you by HubUx. HubUx is a productivity tool for qualitative research. It creates a seamless workflow across your tools and team. Originally, came up with the idea as I was listening to research professionals in both the quant and qual space complain about and articulate the pain, I guess more succinctly, around managing qualitative research. The one big problem with qualitative is it’s synchronous in nature, and it requires 100% of the attention of the respondent. This creates a big barrier, and, I believe, a tremendous opportunity inside of the marketplace. So what we do is we take the tools that you use; we integrate them into a work flow so that, ultimately, you enter in your project details, that is, who it is that you want to talk to, when you want to talk to them, whether it’s a focus group, in-person, or virtual or IDI’s or ethnos; and we connect you to those right people in the times that you want to have those conversations or connections – Push-Button Qualitative Insights, HubUx. If you have any questions, reach out to me directly. I would appreciate it. Jamin@HubUx.com
[01:35]
Hi. I'm Jamin, and you're listening to the Happy Market Research Podcast. My guest today is Z. Johnson, VP of Customer Transformation at Zappi. Zappi is a marketplace for consumer insights and research automation. Prior to joining Zappi, Z. has been a marketing research manager at Microsoft, a director at Ipsos, an independent consultant and worked at various market research companies. Additionally, she has a storied long-form blog called MRXplorer and has recently added a podcast, which really drives her thought leadership. It is actually one of my go-to podcasts. I love the fact that they're really these micro-episodes. I highly recommend you add it to your list. Z, thanks very much for joining me today. I really want to start the conversation a little bit differently than I normally do. Let's talk a little bit about this point that you've raised: thinking about new technologies that have been entering the marketplace in the last, I'll even call it 10 years, right? So, we know that the online survey, big difference. In fact, I think I saw a statistic recently: something like 70% of surveys are now online or have an online component to them, quantitative surveys.
[02:48]
OK, OK, that even sounds low.
[02:50]
Yeah, I thought so too actually.
My guest today is Ray Poynter, ESOMAR Council Member and Founder of NewMR. Founded in May 2010, NewMR organizes online events and the LinkedIn NewMR group. NewMR is managed by Ray Poynter and Sue York, Research Strategist and Chief Curator.
Ray has spent the last 40 years at the intersection of research, innovation, and business, having been involved in the development of CAPI, online systems, online surveys, and social media research.
Find Ray Online:
LinkedIn: www.linkedin.com/in/raypoynter/?originalSubdomain=uk
Twitter: www.twitter.com/RayPoynter
Website: www.newmr.org
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
This Episode’s Sponsor:
This episode is brought to you by HubUx. HubUx reduces project management costs by 90%. Think of HubUx as your personal AI project manager, taking care of all your recruitment and interview coordination needs in the background. The platform connects you with the right providers and sample based on your research and project needs. For more information, please visit HubUx.com.
[00:00]
On Episode 236 I'm interviewing Ray Poynter, ESOMAR council member and founder of NewMR. But first a word from our sponsor.
[00:11]
This episode is brought to you by HubUx. HubUx is a productivity tool for qualitative research. It creates a seamless workflow across your tools and team. Originally, came up with the idea as I was listening to research professionals in both the quant and qual space complain about and articulate the pain, I guess more succinctly, around managing qualitative research. The one big problem with qualitative is it’s synchronous in nature, and it requires 100% of the attention of the respondent. This creates a big barrier, and, I believe, a tremendous opportunity inside of the marketplace. So what we do is we take the tools that you use; we integrate them into a work flow so that, ultimately, you enter in your project details, that is, who it is that you want to talk to, when you want to talk to them, whether it’s a focus group, in-person, or virtual or IDI’s or ethnos; and we connect you to those right people in the times that you want to have those conversations or connections – Push-Button Qualitative Insights, HubUx. If you have any questions, reach out to me directly. I would appreciate it. Jamin@HubUx.com
[01:35]
Hi, I'm Jamie Brazil, and you're listening to the Happy Market Research Podcast. My guest today is Ray Poynter, ESOMAR Council Member and founder of NewMR. Founded in May, 2010, NewMR organizes online events and the LinkedIn NewMR group. NewMR is managed by Ray Poynter and research strategist and chief curator, Sue York. Ray has spent the last 40 years at the intersection of research, innovation and business, having been involved in the development of CAPI, online systems, online surveys, and social media research. Ray, thanks for joining me on the Happy Market Research Podcast today.
[02:12]
Pleasure to be here. Thanks for having me.
[02:14]
You are an industry sage is how I would cast you, right? Anytime I see you pop up on my LinkedIn feed, I always click on it, read it, whatever, digest it. And you're prolific in terms of your visibility in the marketplace. I'm really interested. Tell us about the young Ray. Like where did you grow up? What'd your parents do? How has that impacted your career?
[02:42]
So, I'm from Nottingham in the United Kingdom, and I grew up in a mining village. My father worked at the local coal mine. He was first a lorry driver, then later a manual worker on the surface. And my mother by the time that I was born was a full-time mother and a part-time cleaner. And so,
My guest today is Morgan Molnar, who leads marketing for SurveyMonkey Audience. Established in 1999, SurveyMonkey is a DIY global survey software and panel company. The company is headquartered in San Mateo, California, and has over 17 million active users.
Prior to joining SurveyMonkey, Morgan was a client manager at Nielsen working in the marketing effectiveness practice supporting Procter and Gamble. She also worked with P&G’s Consumer and Market Knowledge center of excellence, developing new predictive modeling techniques to determine macro drivers of marketing ROI across their global brands.
Find Morgan Online:
LinkedIn: www.linkedin.com/in/morganmolnar
Twitter: www.twitter.com/morganmlehmann
Website: www.surveymonkey.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
This Episode’s Sponsor:
This episode is brought to you by HubUx. HubUx reduces project management costs by 90%. Think of HubUx as your personal AI project manager, taking care of all your recruitment and interview coordination needs in the background. The platform connects you with the right providers and sample based on your research and project needs. For more information, please visit HubUx.com.
[00:00]
On Episode 235 I'm interviewing Morgan Molnar, Senior Manager of Product Marketing at SurveyMonkey Audience. But first a word from our sponsor. [00:12]
This episode is brought to you by HubUx. HubUx is a productivity tool for qualitative research. It creates a seamless workflow across your tools and team. Originally, came up with the idea as I was listening to research professionals in both the quant and qual space complain about and articulate the pain, I guess more succinctly, around managing qualitative research. The one big problem with qualitative is it’s synchronous in nature, and it requires 100% of the attention of the respondent. This creates a big barrier, and, I believe, a tremendous opportunity inside of the marketplace. So what we do is we take the tools that you use; we integrate them into a work flow so that, ultimately, you enter in your project details, that is, who it is that you want to talk to, when you want to talk to them, whether it’s a focus group, in-person, or virtual or IDI’s or ethnos; and we connect you to those right people in the times that you want to have those conversations or connections – Push-Button Qualitative Insights, HubUx. If you have any questions, reach out to me directly. I would appreciate it. Jamin@HubUx.com
[01:36]
We are at Happy Market Research today. Thanks very much for joining us. I am live at SurveyMonkey. Morgan, thank you very much for hosting me.
[01:45]
Thank you. Thank you for coming and thank you for having me on the show.
[01:49]
Morgan Molnar—I believe I got the name right—responsible for leading marketing for SurveyMonkey Audience. SurveyMonkey was established in 1999. They are a global leading survey and consumer platform (a sampling platform, excuse me) for marketing research based in San Mateo, California with over 17 million active users, which puts you in first place from an active user perspective in the space?
[02:17]
I would assume so. I don't know. I haven't fact checked that. But yeah, it's a lot of users. [02:22]
It's absolutely a massive amount of users. So, prior to joining SurveyMonkey, you maintained leadership roles at both Nielsen and Proctor & Gamble in marketing.
[02:33]
Yeah, I was at Nielsen focusing with my main client being Proctor & Gamble.
[02:38]
Got it. There you go. So, you can fact check that then. Before we dive in talking about SurveyMonkey, I'd really like to set some context for the audience.
My guest today is Piotr Szymski, Vice President of Catalog and Business Intelligence at Sony Music. Established in 1929, Sony Music is among the "Big Three," record companies, including Universal Music Group and Warner Music Group. Prior to joining Sony Music, Piotr served as head of insights for both SABMiller and Procter & Gamble.
Find Piotr Online:
LinkedIn: www.linkedin.com/in/piotrszymski
Twitter: www.sonymusic.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
This Episode’s Sponsor:
This episode is brought to you by HubUx. HubUx reduces project management costs by 90%. Think of HubUx as your personal AI project manager, taking care of all your recruitment and interview coordination needs in the background. The platform connects you with the right providers and sample based on your research and project needs. For more information, please visit HubUx.com.
[00:00]
In Episode 234 I'm interviewing Piotr Szymski, Vice President of Catalog and Business Intelligence at Sony music, but first a word from our sponsor.
[00:11]
This episode is brought to you by HubUx. HubUx is a productivity tool for qualitative research. It creates a seamless workflow across your tools and team. Originally, came up with the idea as I was listening to research professionals in both the quant and qual space complain about and articulate the pain, I guess more succinctly, around managing qualitative research. The one big problem with qualitative is it’s synchronous in nature, and it requires 100% of the attention of the respondent. This creates a big barrier, and, I believe, a tremendous opportunity inside of the marketplace. So what we do is we take the tools that you use; we integrate them into a work flow so that, ultimately, you enter in your project details, that is, who it is that you want to talk to, when you want to talk to them, whether it’s a focus group, in-person, or virtual or IDI’s or ethnos; and we connect you to those right people in the times that you want to have those conversations or connections – Push-Button Qualitative Insights, HubUx. If you have any questions, reach out to me directly. I would appreciate it. Jamin@HubUx.com
[01:35]
Hi, I'm Jamin and you're listening to the Happy Market Research Podcast. My guest today is Piotr Szymski, Vice President of Catalog and Business Intelligence at Sony Music. Established in 1929, Sony Music is among the big three recording companies including Universal Music Group and Warner Music Group. Prior to joining Sony Music, Piotr served as head of insights for both SAB Miller and Proctor & Gamble. Piotr, thanks for joining me on the Happy Market Research Podcast today.
[02:12]
Thank you for having me.
[02:13]
So, tell me a little bit about where you grew up and what your parents did and how that has informed what you're doing today.
[02:23]
That's a very interesting question. You know I usually like to think that I'm my own creation and I decide what I do. But, as a researcher and a sociologist and psychologist, I know that context does have a major impact on all what we are doing and who we grow up to be. I was born and raised and spent most of my formative years in Poland. My parents and my family definitely had an impact on where I ended up in life both in terms of professional and personal development. My parents were and still are quite an odd couple. My mom is quite well-educated, sophisticated, art-loving librarian. She studied art history but ended up a school librarian with really high intellectual aspirations. And you can trace back my love for literature and appreciation for knowledge that to her clearly. Frankly speaking,
My guest today is Rian van der Merwe, speaker, writer and responsible for Product at Postmark, which is part of Wildbit. Wildbit is an 18-year-old technology company whose software centers around taking the pain out of the development process and is used by over 100,000 companies globally. Prior to joining Wildbit, Rian has served senior product roles at top firms including eBay, Naspers, Jive Software, HealthSparq. Additionally, he is the creator and actively contributes to Elezea, a blog, and a newsletter for people who create technology products.
Find Rian Online:
LinkedIn: www.linkedin.com/in/rianvdm
Twitter: www.twitter.com/RianVDM
Website: www.wildbit.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
This Episode’s Sponsor:
This episode is brought to you by HubUx. HubUx reduces project management costs by 90%. Think of HubUx as your personal AI project manager, taking care of all your recruitment and interview coordination needs in the background. The platform connects you with the right providers and sample based on your research and project needs. For more information, please visit HubUx.com.
[00:00]
On Episode 233, I'm interviewing Rian van der Merwe, responsible for product at Postmark, but first a word from our sponsor. [00:10]
This episode is brought to you by HubUx. HubUx is a productivity tool for qualitative research. It creates a seamless workflow across your tools and team. Originally, came up with the idea as I was listening to research professionals in both the quant and qual space complain about and articulate the pain, I guess more succinctly, around managing qualitative research. The one big problem with qualitative is it’s synchronous in nature, and it requires 100% of the attention of the respondent. This creates a big barrier, and, I believe, a tremendous opportunity inside of the marketplace. So what we do is we take the tools that you use; we integrate them into a work flow so that, ultimately, you enter in your project details, that is, who it is that you want to talk to, when you want to talk to them, whether it’s a focus group, in-person, or virtual or IDI’s or ethnos; and we connect you to those right people in the times that you want to have those conversations or connections – Push-Button Qualitative Insights, HubUx. If you have any questions, reach out to me directly. I would appreciate it. Jamin@HubUx.com
[01:35]
Hi, I'm Jamin Brazil and you're listening to the Happy Market Research Podcast. My guest today is Rian van der Merwe, a speaker, writer and responsible for product at Postmark, which is part of Wildbit. Rian, thank you very much for joining me on the Happy Market Research Podcast today.
[01:54]
Thanks, Jamin. Good to talk to you again after about a decade.
[01:58]
It has literally been a decade since I've seen your face. I have been following you on social. You had a book release a couple of years ago, which got a lot of publicity, and I just ordered a copy of it, another copy of that actually. Lost my other one. Before we jump into that, I'd like to start a little bit with your background. Tell us about your parents and how they have informed your career.
[02:22]
Sure. So, I grew up in South Africa. I live in Portland now, but I've lived in a bunch of places up to this point. So, I grew up in a little town called Stellenbosch, which is about 45 minutes outside of Cape Town. It's in wine country. I've lived in many places and I still believe that's the most beautiful town in the world. And I don't think that's even remotely biased. We should put a photo in the show notes so people can decide. So I grew up there, went to school there,
My guest today is David Garcia Pawley, Director of European Countries CMI (Consumer & Market Insights) at Samsung. Established in 1938, Samsung is the world's largest information technology company, consumer electronics maker and chipmaker measured by 2017 revenues. Prior to joining Samsung, David has held senior roles on both the agency and client-side at leading firms including LG and GfK.
Find David Online:
LinkedIn: https://www.linkedin.com/in/davidgarciapawley/?originalSubdomain=uk
Website: https://www.samsung.com/us
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
This Episode is in Partnership with MrWeb:
Website: www.mrweb.com
Twitter: www.twitter.com/mrwebnews
This Episode’s Sponsor:
This episode is brought to you by HubUx. HubUx reduces project management costs by 90%. Think of HubUx as your personal AI project manager, taking care of all your recruitment and interview coordination needs in the background. The platform connects you with the right providers and sample based on your research and project needs. For more information, please visit HubUx.com.
[00:00]
Hey, everybody, this is Jamin, host of the Happy Market Research Podcast. In conjunction with MrWeb, I've had the honor of interviewing three of the leading custom panel companies. This is one of those three episodes. If you're not currently subscribed to MrWeb, I just can't recommend another resource. He gives you a daily update on happenings, whether it's HR, M&A, technology releases, companies going out of business, companies starting. I mean there is not a single point of truth that I found to be more consistent and reliable than MrWeb. So check them out. They're great and I hope you enjoy this episode.
[00:44]
According to the GRIT report, there has been an increase in the number of qualitative based tools. This is centric to user experience, customer experience, and market research. However, as with all things, the actual research operations remains to be done and that happens usually outside of those toolsets. HubUx is a solution for that. You plug your tools directly into it; you enter in who it is that you want to talk to when you want to talk to them and HubUx literally does the rest for you. If you already have an existing customer list, you can just upload it directly into the tool. If you want to leverage social recruiting, that's integrated as well. It is the single source for all of your research operations needs HubUx. Check it out. Thanks.
[01:30]
Hi, I'm Jamin. You are listening to the Happy Market Research Podcast. My guest today is David Garcia Pawley, director of European countries for CMI (Consumer and Market Insights) at Samsung. Established in 1938, Samsung is the world's largest information technology company, consumer electronics maker and chip manufacturer, measured by 2017 revenues. Prior to joining Samsung, David has held senior roles on both the agency and client side at leading firms including LG and GFK. David, thanks very much for joining me on the Happy Market Research Podcast today.
[02:08]
Hello. Thank you for having me here.
[02:10]
It is an honor to have somebody like yourself. Of course, we love our brand guests. But before we jump into our conversation, I'd like to provide some context to our listeners. Maybe you could tell us a little bit about your parents and how they informed your current career.
[02:25]
Well, from my name you can gather... It's David Garcia Pawley. I’m half English, half Spanish. So I was brought up in Spain; that’s where my father's from. I was born in England; my mother is English and I'm married to a Russian lady. So, actually,
My guest today is Aji Ghose, PhD in computational cognitive modeling, and is Head of Research and Data Science at Sky. Sky is a media and telecommunications conglomerate owned by Comcast and headquartered in London. Sky is Europe's largest media company and pay-TV broadcaster by revenue with 23 million subscribers and more than 31,000 employees as of 2019.
Find Aji Online:
Twitter: www.twitter.com/ai_modeller
Website: www.sky.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
This Episode’s Sponsor:
This episode is brought to you by HubUx. HubUx reduces project management costs by 90%. Think of HubUx as your personal AI project manager, taking care of all your recruitment and interview coordination needs in the background. The platform connects you with the right providers and sample based on your research and project needs. For more information, please visit HubUx.com.
[00:00]
On episode 232, I'm interviewing Aji Ghose, Head of Research and Data Scientist at Sky, but first a word from our sponsor.
[00:10]
This episode is brought to you by HubUx. HubUx is a productivity tool for qualitative research. It creates a seamless workflow across your tools and team. Originally, came up with the idea as I was listening to research professionals in both the quant and qual space complain about and articulate the pain, I guess more succinctly, around managing qualitative research. The one big problem with qualitative is it’s synchronous in nature, and it requires 100% of the attention of the respondent. This creates a big barrier, and, I believe, a tremendous opportunity inside of the marketplace. So what we do is we take the tools that you use; we integrate them into a work flow so that, ultimately, you enter in your project details, that is, who it is that you want to talk to, when you want to talk to them, whether it’s a focus group, in-person, or virtual or IDI’s or ethnos; and we connect you to those right people in the times that you want to have those conversations or connections – Push-Button Qualitative Insights, HubUx. If you have any questions, reach out to me directly. I would appreciate it. Jamin@HubUx.com
[01:34]
Hi, I'm Jamie Brazil, and you're listening to the Happy Market Research Podcast. My guest today is Aji Ghose, Ph.D., in computational cognitive modeling, grounded semantics, machine learning, Head of Research and Data Science at Sky. Sky is a media and telecommunications company. It's owned by Comcast and headquartered in London. Sky is Europe's largest media company and pay-TV broadcaster by revenue with 23 million subscribers and more than 31,000 employees as of 2019. Aji, thanks very much for joining me on the Happy Market Research Podcast.
[02:13]
Thanks for having me.
[02:15]
I'd like to start out with getting a little bit of context about yourself. Tell us a little bit about your early days, your parents, maybe how they informed your current career.
[02:22]
Sure. So, I grew up in Vienna, Austria, and my mom was a math teacher. So from quite an early age, I was used to seeing a lot of numerical books around the house and just got a sort of flavor for numerical puzzles and those kinds of things. And my dad was retired. Both are retired now. My dad was a diplomat for the U.N., so was pretty much in civil service for about 35 years and was more interested in politics and diplomacy, etc. And for me the contrast between the world of diplomacy versus math was quite straightforward. I found one really boring, and I really liked other. Clearly, I went for the more mathematical route.
[03:11]
Thinking about like math, a lot of people would...
My guest today is Paul Lawson, Executive Director at Verve. Based in London, Verve is a market research technology company offering solutions for agile insights and custom panels. Prior to joining Verve, Paul was a Research Director at Synovate.
Find Paul Online:
LinkedIn: www.linkedin.com/in/paullawson1/?originalSubdomain=uk
Website: www.addverve.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
This Episode is in Partnership with MrWeb:
Website: www.mrweb.com
Twitter: www.twitter.com/mrwebnews
This Episode’s Sponsor:
This episode is brought to you by HubUx. HubUx reduces project management costs by 90%. Think of HubUx as your personal AI project manager, taking care of all your recruitment and interview coordination needs in the background. The platform connects you with the right providers and sample based on your research and project needs. For more information, please visit HubUx.com.
[00:00]
Hey, everybody, this is Jamin, host of the Happy Market Research Podcast. In conjunction with MrWeb, I've had the honor of interviewing three of the leading custom panel companies. This is one of those three episodes. If you're not currently subscribed to MrWeb, I just can't recommend another resource. He gives you a daily update on happenings, whether it's HR, M&A, technology releases, companies going out of business, companies starting. I mean there is not a single point of truth that I found to be more consistent and reliable than MrWeb. So check them out. They're great and I hope you enjoy this episode.
[00:44]
According to the GRIT report, there has been an increase in the number of qualitative-based tools. This is centric to user experience, customer experience, and market research. However, as with all things, the actual research operations remains to be done and that happens usually outside of those toolsets. HubUx is a solution for that. You plug your tools directly into it; you enter in who it is that you want to talk to, when you want to talk to them, and HubUx literally does the rest for you. If you already have an existing customer list, you can just upload it directly into the tool. If you want to leverage social recruiting, that's integrated as well. It is the single source for all of your research operations needs HubUx. Check it out. Thanks.
[01:30]
Hi, I'm Jamin Brazil. You're listening to the Happy Market Research Podcast. My guest today is Paul Lawson, Executive Director at Verve. Did I say it right?
[01:41]
You did yeah, Verve. We often get asked that question, but it is Verve, absolutely.
[01:46]
Perfect. Based in London, Verb is a market research technology company offering solutions for agile insights and custom panels. Prior to joining Verve, Paul was a research director at Synovate. Paul, thanks very much for being on the Happy Market Research Podcast today.
[02:00]
It's a pleasure. I'm happy to be here.
[02:03]
We'd like to start with some context for our audience. Tell us a little bit about your parents and how they have informed your career.
[02:10]
Yeah, sure. So, we're based in London, grew up in England. So that's the first bit of context. It was interesting thinking about this actually, and I had a chat to my parents about it last night, funnily enough. My mom had a whole bunch of different jobs, mostly I guess what you’d describe civil-service type stuff. So she worked for HM revenue and customs in the taxes department over here. So that's the kind of money kind, not the wield kind. And she also worked for the National Health Service. So she had a job in a hospital in an eye department.
My guest today is Stephen Cribbett, Founder and CEO of Further. Established in 2007, Further is a team of consultants, strategists, researchers and technology experts that support organizations in becoming more people-centric, empathic and instinctive. Prior to starting Further, Stephen was a managing partner of Landini Associates along with an expensive consulting experience.
Find Stephen Online:
LinkedIn: www.linkedin.com/in/scribbett
Website: www.go-further.co
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
This Episode is in Partnership with MrWeb:
Website: www.mrweb.com
Twitter: www.twitter.com/mrwebnews
This Episode’s Sponsor:
This episode is brought to you by HubUx. HubUx reduces project management costs by 90%. Think of HubUx as your personal AI project manager, taking care of all your recruitment and interview coordination needs in the background. The platform connects you with the right providers and sample based on your research and project needs. For more information, please visit HubUx.com.
[00:00]
Hey, everybody, this is Jamin, host of the Happy Market Research Podcast. In conjunction with MrWeb, I've had the honor of interviewing three of the leading custom panel companies. This is one of those three episodes. If you're not currently subscribed to MrWeb, I just can't recommend another resource. He gives you a daily update on happenings, whether it's HR, M&A, technology releases, companies going out of business, companies starting. I mean there is not a single point of truth that I found to be more consistent and reliable than MrWeb. So check them out. They're great and I hope you enjoy this episode.
[00:45]
According to the GRIT report, there has been an increase in the number of qualitative-based tools. This is centric to user experience, customer experience, and market research. However, as with all things, the actual research operations remains to be done and that happens usually outside of those toolsets. HubUx is a solution for that. You plug your tools directly into it; you enter in who it is that you want to talk to, when you want to talk to them, and HubUx literally does the rest for you. If you already have an existing customer list, you can just upload it directly into the tool. If you want to leverage social recruiting, that's integrated as well. It is the single source for all of your research operations needs HubUx. Check it out. Thanks.
[01:32]
Hi, I'm Jamin, and you're listening to the Happy Market Research Podcast. My guest today is Stephen Cribbett, founder and CEO of Further. Established in 2007, Further is a team of consultants, strategists, researchers, and technology experts that support organizations in becoming more people-centric, empathetic, and instinctive organizations. Prior to starting Further, Steven was a Managing Partner of Landini Associates and along with an extensive consulting set of experiences. Steven, thank you very much for joining me on the Happy Market Research Podcast.
[02:07]
Pleasure to be here. Jamie. Good morning to you.
[02:09]
Yeah, well, hey, thanks very much. And thanks for being patient with my poor reading skills at this hour.
[02:16]
I’ll let you have that.
[02:18]
So let's start out setting some context so the audience has an opportunity to get to know you. Tell us a little bit about your parents and how they informed your career
[02:27]
My parents, I guess the way that they informed my career was actually kind of helping me choose what I didn't want to do. So most of my family are involved in the automotive industry in one way, shape, or form. And when I was going through college,
My guest today is Graeme Lawrence, Managing Partner at Join the Dots I InSites Consulting. Established in 1998, Join the Dots is a global consumer insight agency that helps companies make better business decisions through a deep understanding of people.
Find Graeme Online:
LinkedIn: www.linkedin.com/in/graeme-lawrence-4b930a6/?originalSubdomain=uk
Website: www.jointhedotsmr.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
This Episode is in Partnership with MrWeb:
Website: www.mrweb.com
Twitter: www.twitter.com/mrwebnews
This Episode’s Sponsor:
This episode is brought to you by HubUx. HubUx reduces project management costs by 90%. Think of HubUx as your personal AI project manager, taking care of all your recruitment and interview coordination needs in the background. The platform connects you with the right providers and sample based on your research and project needs. For more information, please visit HubUx.com.
[00:00]
Hey, everybody, this is Jamin, host of the Happy Market Research Podcast. In conjunction with MrWeb, I've had the honor of interviewing three of the leading custom panel companies. This is one of those three episodes. If you're not currently subscribed to MrWeb, I just can't recommend another resource. He gives you a daily update on happenings, whether it's HR, M&A, technology releases, companies going out of business, companies starting. I mean there is not a single point of truth that I found to be more consistent and reliable than MrWeb. So check them out. They're great and I hope you enjoy this episode.
[00:45]
According to the GRIT report, there has been an increase in the number of qualitative-based tools. This is centric to user experience, customer experience, and market research. However, as with all things, the actual research operations remains to be done and that happens usually outside of those toolsets. HubUx is a solution for that. You plug your tools directly into it; you enter in who it is that you want to talk to, when you want to talk to them, and HubUx literally does the rest for you. If you already have an existing customer list, you can just upload it directly into the tool. If you want to leverage social recruiting, that's integrated as well. It is the single source for all of your research operations needs HubUx. Check it out. Thanks.
[01:32]
Hi, I'm Jamie Brazil, and you're listening to the Happy Market Research Podcast. My guest today is Graeme Lawrence, Chief Client Officer at Join the Dots. Established in 1998, Join the Dots is a global consumer insights agency that helps companies make better business decisions through a deeper understanding of people. Prior to joining Join the Dots, Graeme served as head of sales for several leading firms, most notably Harris Interactive. Graeme, thanks very much for joining me on the Happy Market Research Podcast today.
[02:03]
Hi, nice to join you. I’m really, really excited about having a chat.
[02:06]
It is an honor to have you on the show. I've been following the merger/acquisition. We'll get into what that looks like more specifically in just a little bit, but I like to start off with creating a little bit of context for our audience. Tell us about your parents and how they informed what you do today.
[02:24]
Well, my mom and dad, Norman and Rena Lawrence, were born in Edinburgh and in war time, in the Second World War time. And they had a fairly tough upbringing actually in Edinburgh, Scotland, and, they're from quite a working-class background. And my dad left school at 15 and went into printing as an apprentice and stayed there his own his whole career but then was hugely successful...
My guest today is Isaac Rogers, CEO of 20|20 Research. Established in 1984, 20|20 believes in the power of giving consumers a voice, and has spent more than 30 years finding ways to simplify connections between brands and consumers, enabling the consumer to share their stories. Prior to joining 20|20 in 2008, 20|20 has developed methods and tools used worldwide for qualitative and hybrid research studies.
Find Isaac Online:
LinkedIn: www.linkedin.com/in/isaacrogers
Website: www.2020research.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
This Episode is in Partnership with MrWeb:
Website: www.mrweb.com
Twitter: www.twitter.com/mrwebnews
This Episode’s Sponsor:
This episode is brought to you by HubUx. HubUx reduces project management costs by 90%. Think of HubUx as your personal AI project manager, taking care of all your recruitment and interview coordination needs in the background. The platform connects you with the right providers and sample based on your research and project needs. For more information, please visit HubUx.com.
[00:00]
Hey everybody, this is Jamin, host of the Happy Market Research Podcast. In conjunction with MrWeb, I've had the honor of interviewing three of the leading custom panel companies. This is one of those three episodes. If you're not currently subscribed to MrWeb, I just can't recommend another resource. He gives you a daily update on happenings, whether it's HR, M&A, technology releases, companies going out of business, companies starting. I mean there is not a single point of truth that I found to be more consistent and reliable than MrWeb. So check them out. They're great and I hope you enjoy this episode.
[00:45]
According to the GRIT report, there has been an increase in the number of qualitative-based tools. This is centric to user experience, customer experience, and market research. However, as with all things, the actual research operations remains to be done and that happens usually outside of those toolsets. HubUx is a solution for that. You plug your tools directly into it; you enter in who it is that you want to talk to, when you want to talk to them, and HubUx literally does the rest for you. If you already have an existing customer list, you can just upload it directly into the tool. If you want to leverage social recruiting, that's integrated as well. It is the single source for all of your research operations needs HubUx. Check it out. Thanks.
[01:30]
Hi, I'm Jamin, and you're listening to the Happy Market Research Podcast. My guest today is Isaac Rogers, CEO at 20|20. Established in 1984, 20|20 is a global consumer insights agency that helps companies make better business decisions through deep understanding of people. Prior to joining 20|20 in 2008, Isaac has done a host of things, but really, I think, sir, you really came into this research space strong inside of a well-established business, and it's an absolute honor to have you on the podcast today.
[02:10]
Oh. thanks, Jamin. And I have been looking forward to this. It's always a pleasure to get to talk to you.
[02:14]
So, I like to start out with this contextual question. Tell us a little bit about your parents and how they informed your career.
[02:22]
Sure, this was a dangerous question to think about.
[02:25]
Yeah, ‘cause you may or may not see them for Christmas.
[02:28]
Yeah. So I think I will be seeing my parents for Christmas this year. So Mom and Dad, if you're listening, don't take offense to this. My parents’ careers, they were both in the health care field. They had wonderful influence on me as a kid, but there is something just outside of my parent...
My guest today is Phil Ahad, Chief Digital Officer at Toluna. Founded in 2000, Toluna produces online surveys and manages a consumer community of over 24 million active members in 68 countries. Prior to joining Toluna, Phil lead marketing and product strategy teams across many different industries, and has held senior-level positions at CoStar, AOL, and ComScore.
Find Phil Online:
LinkedIn: www.linkedin.com/in/philahad
Website: www.toluna-group.com
Find Jamin Online:
Email: jamin@happymr.com
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
This Episode’s Sponsor:
This episode is brought to you by HubUx. HubUx reduces project management costs by 90%. Think of HubUx as your personal AI project manager, taking care of all your recruitment and interview coordination needs in the background. The platform connects you with the right providers and sample based on your research and project needs. For more information, please visit HubUx.com.
[00:00]
On Episode 230, I'm interviewing Phil Ahad, Chief Digital Officer at Toluna, but first a word from our sponsor.
[00:08]
This episode is brought to you by HubUx. HubUx is a productivity tool for qualitative research. It creates a seamless workflow across your tools and team. Originally, came up with the idea as I was listening to research professionals in both the quant and qual space complain about and articulate the pain, I guess more succinctly, around managing qualitative research. The one big problem with qualitative is it’s synchronous in nature, and it requires 100% of the attention of the respondent. This creates a big barrier, and, I believe, a tremendous opportunity inside of the marketplace. So what we do is we take the tools that you use; we integrate them into a work flow so that, ultimately, you enter in your project details, that is, who it is that you want to talk to, when you want to talk to them, whether it’s a focus group, in-person, or virtual or IDI’s or ethnos; and we connect you to those right people in the times that you want to have those conversations or connections – Push-Button Qualitative Insights, HubUx. If you have any questions, reach out to me directly. I would appreciate it. Jamin@HubUx.com
[01:32]
Hi, I'm Jamin Brazil and you're listening to the Happy Market Research Podcast. My guest today is Phil Ahad, Chief Digital Officer at Toluna. Founded in 2000, Toluna produces online surveys and manages a consumer community of over 24 million active members in 68 countries. Prior to joining Toluna, Phil has led marketing and product strategy teams across many different industries and has held senior level positions at Costar, AOL and Comscore. Phil, thanks for joining me on the Happy Market Research Podcast today.
[02:02]
Thanks for having me.
[02:03]
I really want to start out and talk about the growth that we are seeing inside of the user experience and customer experience space. If you see like the ESOMR data, market research largely has been flat and yet you have these massive growth revenue numbers in the companies that are focusing on user experience and customer experience. I don’t know if you follow hashtags on LinkedIn; I pay a lot of attention to that. And so, just as a point of reference, market research is around 350,000 to 400,000 people that follow that hashtag whereas a user-experience research is around 4.5 million. So it's crazy like the delta between the amount of people that are following these different trends and the attention they're getting despite the fact that in a lot of ways they're doing similar types of methodologies. Application might be different. Where they sit in the org structure is different. But, anyway,
My guest today is Jon Picoult, Founder and Principal of Watermark Consulting. Founded in 2008, Watermark Consulting offers consulting services to top brands around improving customer experience. Prior to founding Watermark Consulting, Jon served in leadership roles at both MassMutual Financial Group and American International Group. He holds a degree in Cognitive Science from Princeton University and an MBA from Duke University.
Find Jon Online:
Website: watermarkconsult.net
CX ROI Study: watermarkconsult.net/cx-roi
Find Us Online:
Social Media: @happymrxp
Website: happymr.com
This Episode’s Sponsor:
This episode is brought to you by HubUx. HubUx reduces project management costs by 90%. Think of HubUx as your personal AI project manager, taking care of all your recruitment and interview coordination needs in the background. The platform connects you with the right providers and sample based on your research and project needs. For more information, please visit HubUx.com.
[00:00]
On Episode 229, I'm interviewing Jon Picoult, founder and principal of Watermark Consulting. I've got to say this is a marquee episode for Happy Market Research podcast. I have referenced Watermark Consulting's report on their analytics over the last 10 years of the S&P 500 overperformers and underperformers. The one central theme: Overperformers all leverage customer experience, whereas under-performers are laggards. They are not leveraging it. We are seeing mainstay companies, CBRE and others, who have historically not really had research as a primary function in the organization, but they're all investing in our field. This is an exciting episode. I know you will find a lot of value in it, but first a word from our sponsor.
[00:54]
This episode is brought to you by HubUx. HubUx is a productivity tool for qualitative research. It creates a seamless workflow across your tools and team. Originally, came up with the idea as I was listening to research professionals in both the quant and qual space complain about and articulate the pain, I guess more succinctly, around managing qualitative research. The one big problem with qualitative is it’s synchronous in nature, and it requires 100% of the attention of the respondent. This creates a big barrier, and, I believe, a tremendous opportunity inside of the marketplace. So what we do is we take the tools that you use; we integrate them into a work flow so that, ultimately, you enter in your project details, that is, who it is that you want to talk to, when you want to talk to them, whether it’s a focus group, in-person, or virtual or IDI’s or ethnos; and we connect you to those right people in the times that you want to have those conversations or connections – Push-Button Qualitative Insights, HubUx. If you have any questions, reach out to me directly. I would appreciate it. Jamin@HubUx.com
[02:18]
Hi, I'm Jamin Brazil, and you're listening to the Happy Market Research Podcast. My guest today is Jon Picoult, founder and principal of Watermark Consulting. Founded in 2008, Watermark Consulting offers consulting services to top brands around improving customer experience. Prior to founding Watermark Consulting, Jon has served in leadership roles at both Mass Mutual Financial Group and American International Group. He holds a degree in cognitive science from Princeton University and an MBA from Duke University. Jon, thanks for joining me today on the Happy Market Research Podcast.
[02:52]
Hi, Jamin, glad to be here.
[02:54]
I have referenced your work on the show probably at least in five to ten episodes. I have also talked about your work at two talks I gave and then also in the industry and then also I teach an MBA course and I reference your work in that MBA course. I'm going to Michigan State; I'm on the board for their Masters in Market Research Program. I'll be there next week.
My guest today is Steve Portigal, Founder of Portigal Consulting. Established in 2001, Portigal Consulting helps organizations bring insights about their users into their design and development processes. Additionally, he has also authored two books: "Doorbells, Danger, and Dead Batteries: User Research War Stories," and "Interviewing Users: How to Uncover Compelling Insights." And, Steve hosts Dollars to Donuts which has 24 episodes with remarkable guests including head of User Experience Research at Pinterest, Airbnb, Mailchimp, Goldman Sachs, and IBM.
Find Steve Online:
Website: portigal.com
Find Us Online:
Social Media: @happymrxp
Website: happymr.com
This Episode’s Sponsor:
This episode is brought to you by HubUx. HubUx reduces project management costs by 90%. Think of HubUx as your personal AI project manager, taking care of all your recruitment and interview coordination needs in the background. The platform connects you with the right providers and sample based on your research and project needs. For more information, please visit HubUx.com.
[00:00]
On Episode 228, I'm interviewing Steve Portigal, founder of Portigal Consulting, but first a word from our sponsor.
[00:11]
This episode is brought to you by HubUx. HubUx is a productivity tool for qualitative research. It creates a seamless workflow across your tools and team. Originally, came up with the idea as I was listening to research professionals in both the quant and qual space complain about and articulate the pain, I guess more succinctly, around managing qualitative research. The one big problem with qualitative is it’s synchronous in nature, and it requires 100% of the attention of the respondent. This creates a big barrier, and, I believe, a tremendous opportunity inside of the marketplace. So what we do is we take the tools that you use; we integrate them into a work flow so that, ultimately, you enter in your project details, that is, who it is that you want to talk to, when you want to talk to them, whether it’s a focus group, in-person, or virtual or IDI’s or ethnos; and we connect you to those right people in the times that you want to have those conversations or connections – Push-Button Qualitative Insights, HubUx. If you have any questions, reach out to me directly. I would appreciate it. Jamin@HubUx.com
[01:36]
Hi, I'm Jamin, and you're listening to the Happy Market Research Podcast. My guest today is Steve Portigal, founder of Portigal Consulting. Established in 2001, Portigal Consulting helps organizations bring insights about their users into their design and development processes. Additionally, he has authored two books: Doorbells, Danger and Dead Batteries, User Research War Stories. I actually am ordering that one as soon as we are off this call. It's on my list of things to do today, by the way, and then I've already ordered the Interviewing Users - How to Uncover Compelling Insights. Holy Moly, that is going to be super interesting. And Steve hosts what is now my number one listened to podcast for the last two weeks. In fact, I've got a six-hour or eight-hour road trip coming up this Wednesday. All the episodes are downloading. I believe I'm going to be caught up at the end of that road trip. He's got 24 episodes with remarkable guests, including head of user-experience research at Pinterest, Airbnb, MailChimp, Goldman Sachs, IBM, and the list goes on. Steve, it is an honor to have you on the Happy Market Research Podcast today. Thank you.
[02:47]
I'm happy to be here.
[02:48]
I'd like to start out with a quick kind of assessment of, from your point of view... You grew up in a different area than the Bay Area. Tell us a little bit about your parents, your upbringing, and how that informed who you are today and what you're doing.
[03:03]
Yeah, I was raised by a single parent. My mom raised me and my sister in southern Ontario.
My guest today is Bryant Leech, Director of Design Solutions at Nielsen. Nielsen is an American information, data and measurement company that operates in over 100 countries and employs approximately 44,000. Prior to joining Nielsen, Bryant has worked as both a client side research and agency researcher. He has also been a ski instructor.
Find Bryant Online:
Website: https://www.nielsen.com/us/en
Find Us Online:
Social Media: @happymrxp
Website: happymr.com
This Episode’s Sponsor:
This episode is brought to you by HubUx. HubUx reduces project management costs by 90%. Think of HubUx as your personal AI project manager, taking care of all your recruitment and interview coordination needs in the background. The platform connects you with the right providers and sample based on your research and project needs. For more information, please visit HubUx.com.
[00:00]
In episode 227, I'm interviewing Bryant Leech, Director of Design Solutions at Nielsen, but first a word from our sponsor.
[00:09]
This episode is brought to you by HubUx. HubUx is a productivity tool for qualitative research. It creates a seamless workflow across your tools and team. Originally, came up with the idea as I was listening to research professionals in both the quant and qual space complain about and articulate the pain, I guess more succinctly, around managing qualitative research. The one big problem with qualitative is it’s synchronous in nature, and it requires 100% of the attention of the respondent. This creates a big barrier, and, I believe, a tremendous opportunity inside of the marketplace. So what we do is we take the tools that you use; we integrate them into a work flow so that, ultimately, you enter in your project details, that is, who it is that you want to talk to, when you want to talk to them, whether it’s a focus group, in-person, or virtual or IDI’s or ethnos; and we connect you to those right people in the times that you want to have those conversations or connections – Push-Button Qualitative Insights, HubUx. If you have any questions, reach out to me directly. I would appreciate it. Jamin@HubUx.com
[01:34]
Hi, I'm Jamin Brazil, and you're listening to the Happy Market Research Podcast. My guest today is Bryan Leech, Director of Design Solutions at Nielsen. Nielsen is an American information, data, and measurement company that operates in over 100 countries and employs approximately 44,000 employees. Prior to joining Neilson, Bryant has worked as both a client-side researcher and agency researcher. He has also been a ski instructor. Bryant, thanks very much for joining me on the Happy Market Research Podcast today.
[2:06]
Thanks a lot, Jamin. Appreciate it being here.
[02:08]
Let's start out with a conversation about your parents. What did they do and how has that informed your career?
[02:13]
Yeah. So, um, actually both my dad, my grandfather, even my great grandfather were actually all entrepreneurs. So I've always kind of grown up thinking that that was the route I'd kind go down, was some kind of business that I would be starting. But you know, I think one of the really great things was that my parents were really open to allowing me to explore whatever kind of avenues I was really interested in and kind of look into whatever I found to be interesting throughout my career and through my studies. I did my undergrad in psychology, and from there I kind of got into the job market and had no idea really what I was going to do. And as you mentioned, I kind of had a love for the mountains. So I headed up to the mountains in Colorado and was lucky enough to connect with some people. I went to a job fair, and they had a card in front of them that said market research. And I had no idea what that was. So I started talking with them a little bit, and it sounded like a perfect opportunity to blend a lot of my love for sort of the moun...
My guest today is Emmet Ó Briain, Founder of Quiddity. Established in 2010, Quiddity offers methodologically innovative research, particularly in the use and analysis of naturally-occurring data (and especially language) in consumer and social research. Prior to founding Quiddity, Emmet spent 6 years at Ipsos as Research Development Director. Additionally, he has recently made a name for himself as the naming guru on LinkedIn.
Find Emmet Online:
Email: emmet@quiddity.ie
Website: www.quiddity.ie
Find Us Online:
Social Media: @happymrxp
Website: happymr.com
This Episode’s Sponsor:
This episode is brought to you by HubUx. HubUx reduces project management costs by 90%. Think of HubUx as your personal AI project manager, taking care of all your recruitment and interview coordination needs in the background. The platform connects you with the right providers and sample based on your research and project needs. For more information, please visit HubUx.com.
[00:00]
On Episode 226, I’m interviewing Emmet Ó Briain, founder of Quiddity, but first a word from our sponsor.
[00:09]
This episode is brought to you by HubUx. HubUx is a productivity tool for qualitative research. It creates a seamless workflow across your tools and team. Originally, came up with the idea as I was listening to research professionals in both the quant and qual space complain about and articulate the pain, I guess more succinctly, around managing qualitative research. The one big problem with qualitative is it’s synchronous in nature, and it requires 100% of the attention of the respondent. This creates a big barrier, and, I believe, a tremendous opportunity inside of the marketplace. So what we do is we take the tools that you use; we integrate them into a work flow so that, ultimately, you enter in your project details, that is, who it is that you want to talk to, when you want to talk to them, whether it’s a focus group, in-person, or virtual or IDI’s or ethnos; and we connect you to those right people in the times that you want to have those conversations or connections – Push-Button Qualitative Insights, HubUx. If you have any questions, reach out to me directly. I would appreciate it. Jamin@HubUx.com
[01:34]
Hi, I’m Jamin, and you’re listening to the Happy Market Research Podcast. My guest today is Emmet Ó Briain, founder of Quiddity. Established in 2010, Quiddity offers methodologically innovative research, particularly in the use and analysis of naturally occurring data, and especially language, in consumer and social research. Prior to founding Quiddity, Emmet spent six years at Ipsos as research development director. Additionally, he has recently made a name for himself on several of my threads where he has become the naming guru. Emmet, thanks very much for being on the Happy Market Research Podcast today.
[02:09]
No, thanks very much for inviting me. It’s a distinctly uncomfortable experience, but I’m hoping to...
[02:20]
So, the methodology that I use on this show is literally 75% human where we kind of tell our own story and 25% value. Hopefully, the package is “The medicine can taste great and make us feel a little bit better as well.”
[02:35]
Well, if it helps, part of my philosophy is that the 75% human is where most of the value comes from and research as well. So there should be a nice sort of convergence there.
[02:48]
I love that. Well, let’s start off. Tell us a little bit about your parents and how did your upbringing inform your career?
[02:54]
It’s a difficult question because neither of them were involved in research at all. Both of them left school very, very early. My dad went back to education in his late 30s, ended up going back to university. So, as a young kid, this was mind-blowing to me: there was an adult man going to college. I didn’t realize it was an unusual thing to do.
My guest today is Jenny Karubian, Founder and CEO of Ready to Launch. Founded in 2014, Ready to Launch is a consultancy based in LA that helps firms launch new ideas, products, and technologies that better serve their customers. Jenny has extensive experience as an ethnographic researcher and is a professor of anthropology, sociology and gender studies.
Find Jenny Online:
Website: https://readytolaunchresearch.com
Find Us Online:
Social Media: @happymrxp
This Episode’s Sponsor:
This episode is brought to you by HubUx. HubUx reduces project management costs by 90%. Think of HubUx as your personal AI project manager, taking care of all your recruitment and interview coordination needs in the background. The platform connects you with the right providers and sample based on your research and project needs. For more information, please visit HubUx.com.
[00:00]
On Episode 225, I’m interviewing Jenny Karubian, founder and CEO of Ready to Launch, but first a word from sponsor.
[00:09]
This episode is brought to you by HubUx. HubUx is a productivity tool for qualitative research. It creates a seamless workflow across your tools and team. Originally, came up with the idea as I was listening to research professionals in both the quant and qual space complain about and articulate the pain, I guess more succinctly, around managing qualitative research. The one big problem with qualitative is it’s synchronous in nature, and it requires 100% of the attention of the respondent. This creates a big barrier, and, I believe, a tremendous opportunity inside of the marketplace. So what we do is we take the tools that you use; we integrate them into a work flow so that, ultimately, you enter in your project details, that is, who it is that you want to talk to, when you want to talk to them, whether it’s a focus group, in-person, or virtual or IDI’s or ethnos; and we connect you to those right people in the times that you want to have those conversations or connections – Push-Button Qualitative Insights, HubUx. If you have any questions, reach out to me directly. I would appreciate it. Jamin@HubUx.com
[01:36]
My guest today is Jenny Karubian, founder and CEO of Ready to Launch. Founded in 2014, Ready to Launch is a consultancy based in L.A. that helps firms launch new ideas, products, and technologies that better serve their customers. Jenny has extensive experience as an ethnographer researcher and is a professor of anthropology, sociology, and gender studies. Jenny, thanks very much for joining me on the Happy Market Research Podcast today.
[02:04]
Thanks for having me, Jamin.
[02:05]
So, you started an agency 2014. I’ve just got to start the conversation with, “Why in the world did you start an agency?” Obviously, I’ve started a couple of companies. It’s really hard to start a company. An agency is like, for me, would be considered one of the really hard, hard things because you got to be hunter and you’ve also got to be a farmer and you’ve got to be invoicing and the whole rest of it as well.
[02:35]
So I think some hybrid of “I’m a glutton for punishment” but “I’m also very dedicated” probably why I started the agency. But, also, really, I’m very much in love with the research process, and I also enjoy working with clients. I enjoy so many aspects of working in the research industry that working for a much larger agency doesn’t give the opportunity to work on projects from end to end the way that it does in an ownership and leadership position. So I think that that motivated a lot of the reasons why I wanted to start my own business.
[03:15]
So I get the “why” you’d want to start it maybe, but there’s risk when you start a business, right? Not only is it a time thing there’s a lot of money there. What gave you that courage to be able to step out and do it yourself?
[03:28]
Initially,
My guest today is Michael Yaksich, Director of Customer Strategy at Cruise. Headquartered in San Francisco, Cruise is a self driving technology company that will offer a ride hailing service initially in San Francisco. Prior to joining Cruise, Michael has worked in insights at Hyundai, BrandIQ, Cadillac, and Honda.
Find Michael Online:
Website: https://getcruise.com
Find Us Online:
Social Media: @happymrxp
This Episode’s Sponsor:
This episode is brought to you by Clearworks. Clearworks is an insights, innovation, and customer-experience company. They help clients understand their customers better, identify opportunities for innovation, and create products, services, and experiences that matter. Their clients are diverse in size and industry but share one important thing: a passion to drive more business by driving more meaningful human connection. For more information, please visit them at www.clearworks.net.
[00:01]
On Episode 224, I’m interviewing Michael Yaksich, the Director of Customer Strategy at Cruise, but first a word from our sponsor.
[00:07]
This episode is brought to you by Clearworks. So, we have a couple of sponsors on our show. I just want to underscore how much I appreciate those of you who have sponsored the Happy Market Research Podcast. It makes a ton of value to the ecosystem that is actually transcending market research right now. I say “transcending”; that’s probably the wrong framework, but exceeding, moving beyond into user experience research as well as data analytics and insights.
Clearworks, thank you so much for your sponsorship. For those of you who don’t know, they are insights and innovation and customer experience company. They help their clients understand their customers better, identify opportunities for innovation, and create products, services, and experience that actually matter. Their clients are diverse, both in size and industry, probably like all of ours, but they do share one important thing, which is a passion to drive more business by driving more meaningful human connections. You can find them online at www.clearworks.net. Again, it’s www.clearworks.net. And again, thank you so much for your time.
[01:20]
Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. My guest today is Michael Yaksich, Director of Customer Strategy at Cruise. Headquartered in San Francisco, Cruise is a self-driving technology company that will offer a ride-hailing service initially in San Francisco. Prior to joining Cruise, Michael has worked in insights at Hyundai, BrandIQ, Cadillac, and Honda. Michael, thanks for being on the Happy Market Research Podcast today.
[01:51]
Yeah, thanks for having me.
[01:53]
So, tell us a little bit about how you wound up in research.
[01:56]
At least from all the people I’ve ever spoken to, it’s pretty common to say it’s not something you set out to do from the get-go. I mean how many people have said “Yes” that you might have asked this question to in the past?
[02:09]
One. So, I’ve done over 140 interviews, and I’ve had, I believe, one. I might be mistaken, but I really think it’s one person that said intentionally they set out in college to be in market research or consumer insights.
[02:23]
Yeah, I feel like that it’s more of a recent phenomenon. I mean, growing up, my career aspirations went from wanting to be a marine biologist at Sea World and all those things that come with that and all the way to wanting to go into finance and then eventually discovering sociology in school, which kind of led me down this path. I guess that’s a normal discipline that might lead people down this pathway. But, to me, ultimately, in the end, I think people are really drawn to what they’re passionate about because of something they’ve gone through or something they’ve experienced or even where they come from.
Welcome to the 2019 Predictive Analytics World (PAW) Conference Series. Recorded live in Las Vegas, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Tony Ayaz, CEO and Co-founder of Gemini Data Inc.
Find Tony Online:
Email: tony.ayaz@geminidata.com
Gemini Data Inc.
[00:02]
Tony, when did you start Gemini?
[00:03]
We started the company in 2015.
[00:06]
2015. We’re in the Happy Market Research Podcast right now. We’re at Predictive Analytics World and Marketing Analytics World and there’s lots of worlds in this particular conference. I think there’s like twelve. Have you guys been to this conference before?
[00:19]
This is actually our first time at this conference. And for us, I think it’s a win because what we’re looking for is real users with real pain a little bit beyond the typical IT folks that we’re looking for.
[00:32]
Got it. So, you’re based out of San Francisco. You started the business in 2015; so, you’ve had some success obviously. Tell me a little bit about what you guys do.
[00:41]
Sure. At Gemini Data, we help our customers with digital transformation initiatives. What I mean by that is we help customers achieve data availability. And data availability is a necessary requirement today if you’re really looking to do something significant or on digital transformation, AI, or ML initiatives. And what we mean by that is that you have to access to data and you have to make that data available. And there’s a lot of talk about out-of-the-box machine learning solutions and things that are out there in the market. But the reality is that if you’re doing complex things and trying to run your business, you need data diversity, and you only get that through data availability. And so, what we do is we leverage the customer’s existing investments in various, different data platforms: it could be in a CSV; it could be in a data lake. It doesn’t really matter to us. We have a method that we apply called Zero Copy Data Virtualization that actually takes your data that’s sourced without you to move or copy that data or do the complex ETL processes that we’ve all been used to for the past two to three decades, which just simply doesn’t scale with AI.
[01:47]
Data diversity is a term I’ve never heard before, but it is my favorite one in this conference. Diversity is something that we’ve... we’re becoming more and more aware, especially in the Bay Area, like Silicon Valley... I’d say globally you’re seeing... The math is that if you have more diversity in your senior leadership team, then you have a better world view, which gives you an improved advantage in the marketplace, right?
[02:12]
Exactly.
[02:13]
And what’s interesting is how you’re connecting that in with data. It isn’t about a single… right? It’s about different types of data. You mentioned CSV versus data lake, which are vastly different, like profoundly different. Your system is able to ingest both of those?
[02:32]
I wouldn’t say ingest, access those systems.
[02:35]
Got it
[02:36]
We don’t want you to move or copy the data, but we allow you to access it in a unified way.
[02:40]
OK, cool. So that bypasses some PIII?
[02:42]
Yes, it bypasses it in the sense that you’re giving access to people that should have access to it. So we follow the same protocols of data access they have as their role or authority would provide them. But we take it a step further of looking into five years from now, Zero Trust Networks are going to be deployed, which is a new, let’s call it, security protocol or methodology, which basically changes things versus where we’re at today: It’s the perimeter of defense, which I’m going to put firewalls around things; I’m going to give you access to things you should have; and then when ...
Welcome to the 2019 Predictive Analytics World (PAW) Conference Series. Recorded live in Las Vegas, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Satish Pala, Senior Vice President, Digital at Indium Software.
Find Satish Online:
Email: satish.pala@indiumsoft.com
Indium Software
[00:02]
You’re listening to the Happy Market Research Podcast. I’ve already screwed up this intro a couple of times. I apologize for that to my wonderful guests. Right now, I’ve got Satish Pala, Indium Software. He is a market veteran, been in the industry for 20 years. Welcome to the podcast.
[00:22]
Thanks. Thank you so much.
[00:23]
We are live today at Predictive Analytics World and Marketing Insights World and all kinds of worlds. I think there’s 12 shows. It’s a lot of shows. That’s right, yeah. From health care... Everybody’s using insights. What do you see as one of the big trends in the industry?
[00:42]
So, one of the things that I see is people having a lot of data, people thinking a data analytics solution will help them but have no direction or a strategy towards these concerns of theirs. So they are trying to do what I call a prototype-based analytics. So, they would want to spend some money, figure out what insight could come up with that amount of data they have in a shorter cycle, maybe a month or two. And then they figure out how it is going to impact their business. And based on the business impact, they’re trying to spend more, invest more in the scheme of data analytics where they can get impact, a positive impact on their business. So, for example, if a company who’s having products related to customer, consumer, for example, electronics and they see the trend in electronics buying has reduced, they would want to analyze this challenge. They would want to analyze why the trend is so in terms of how the consumer behavior is. So they would want to take the data that they have and analyze the patterns of consumer behavior and identify how they could fix it or, I would say, how they could work around these challenges that they’re facing. Having analysis on data insights on data can give them a picture of what they need to do in the near future.
[02:04]
So, Indium Software, you guys have been around awhile?
[02:08]
Yeah, we’ve been around for almost 20 years. And, as you said, we are veterans in the IT services. We deal with quality solutions, services. Primary, I would say the portfolio that we solve, is at once analytics; then we have Big Data analytics, where in we help customers do data engineering, where we bring in all the data into a warehouse or data lake. We give them business intelligence solutions; we give them visualization solutions; we also offer descriptive analytics solutions; we also offer advanced analytics, predictive-modeling-type solutions. We also help them integrate these solutions into their web portals. So, one of the key challenges we have noticed is that, while they have done their analytics model on a dashboard or a visualization layer, they are trying to figure out how do I input this into my day-to-day life or day-to-day operations. So that is something we really focus on and help the customers with.
[03:07]
You know it used to be the case that data was far away from the person that needed it, and now it’s moving really close, even like integrating insights into the decisions that are the workflows of the practitioners that are inside of the brands.
[03:25]
I don’t want to interfere in your questioning, but the thought you have is right. People have identified analytical models; people have insights. But how do they operationalize these insights? How do they put in the business...?
[03:37]
I love that term “operationalize.”
[03:39]
So,
Welcome to the 2019 Predictive Analytics World (PAW) Conference Series. Recorded live in Las Vegas, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Ryohei Fujimaki, Founder and CEO of dotData.
Find Ryohei Online:
Email: ryohei.fujimaki@dotdata.com
dotData
[00:02]
My guest today is Ryohei with dotData. Actually, you guys have the premier booth location on site at this year’s Predictive Analytics Conference.
[00:15]
That’s true.
[00:16]
Yeah, what do you guys think about the show so far?
[00:19]
Yeah, this show... This is the first time to sponsor this show. And the show is great: like a lot of relevant audiences. And we have the keynote presentation for 20 minutes. It’s very well received. A lot of data scientists are looking for new trend in this industry. So we really like it.
[00:37]
Yeah, it’s pretty well attended. I really like the layout of it. I feel like there’s a nice cross-pollination between the speaking events that are happening and then the exhibit floor. It’s really well laid out. And the attendee list is pretty good.
[00:52]
Yeah, that’s true, that’s true. It’s a very good mixture of the technical audience and the business audience. So, we really have the good conversation with a lot about 10 days in our booth.
[01:01]
Yeah, that’s great. And your booth, by the way, I think is spectacular. It’s the perfect booth kind of as the entry point ‘cause it’s very welcoming and you feel like you just go sit down and have a nice conversation.
[01:12]
And also, we have the Lunch and Learn Session to talk more about data science automation, particularly for Python users. There are a lot of people standing, taking a lot of memos, and they are taking maybe thousands of pictures. So that’s a very, very good session we had.
[01:28]
Oh, that’s great. I’m sorry... I’ve been doing podcasts straight through like every 20 minutes or so. So I haven’t been able to attend any of the content, unfortunately, which is very disappointing ‘cause it seems like it’d be interesting. So, dotData, what do you guys do?
[01:46]
Yeah, so, dotData we are offering end-to-end data science automation. And, basically, we are the first and only company who can automate end-to-end data science process from raw data through data on the feature engineering and machine learning in production. In particular, dotData we have the very strong artificial intelligence technology that automates the feature engineering process. The feature engineering process was told it’s not possible to automate because that’s a black art of domain expert. But we invented the really strong technology, our world is going to explore a lot of business hypotheses with automated expertise.
[02:28]
So congratulations. That is a very hard problem to solve. Do you have a favorite customer story?
[02:36]
Yeah. So, the most favorite story I have is our first customer, of course. That was a very, very exciting moment. Actually, that is the project we kind of decided to launch the company. And that was one of the top 15 banks in the world, a very, very huge bank. And they have the data science team. And their problem is, first of all, they have no sufficient data scientists. It takes a very long time to complete a data science project: each project takes three to four months by a couple of data scientists. What we have achieved in that project was literally we just took out tons of huge table, huge data in the bank, and they applied dotData technology. Just within a day, we delivered the outcomes to the customer. And the outcomes are even better than the result of the data science team. The customer was so impressed and so excited because that is really accelerating their process. It used to take months,
Welcome to the 2019 Predictive Analytics World (PAW) Conference Series. Recorded live in Las Vegas, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Mike Galvin, Executive Director of Data Science Corporate Training at Metis.
Find Mike Online:
Email: michael@thisismetis.com
Metis
[00:02]
Hi, I’m Jamin, and you’re listening to the Happy Market Research Podcast. We are live today at Predictive Analytics World. My last guest at the show is Mike at Metis. Tell me a little bit about the company.
[00:17]
Sure, so, as you know, that in analytics, data science talent... There’s a huge gap and there’s a large demand for it. So, that’s where we come into play. We’re a data science and analytics training company. We’re part of Kaplan. So, if you’ve heard of Kaplan, the global education company... We’re about six years old, launched organically, and we work with companies to upskill their staff, both technically and non-technically in kind of all things data science and analytics (data literacy, tools, machine learning).
[00:45]
That’s awesome. I actually think data science is the No. 1 job right now, nationally; I’m not sure if it’s global but certainly in the U.S. And there’s a big gap in terms of the need, the desire to hire from big companies and small companies, for that matter, and the available workforce. Sounds like you guys are playing a big part in, after people are hired, that subsequent improvements and ongoing skills training.
[01:15]
That’s part of what we do. There’s a little bit more. So, we have an accredited boot- camp that’s twelve weeks long. We have it in New York, San Francisco, Seattle, and Chicago. That is a retail consumer product for people who want to shift into or pivot their careers into data science roles.
[01:30]
How is that helping?
[01:32]
So, that helps with the data acquisition, intel acquisition pipeline at the entry level. Then, there’s the corporate training business, which is where I work. Within the corporate training business, we work with companies who not only upskill their existing tech talent in data sciences and in new areas and new tools and things like that but also their broader workforce; sometimes, even not technical in C-suite all the way down to individual contributors to build that literacy and fluency so that they can interact and collaborate with the data science teams more.
[02:01]
Oh, that’s very cool, very cool. Do you uh... On the engagement side of things, do you guys also have placement, help companies with placement or job candidate as you’re doing...? It seems like there’s that middle piece between people want to pivot their careers, right; so, you’re training at the data camps, etc. And then, all of a sudden, there’s like the need, which you’re training people internally, right; so, the space in the middle is, “I want to hire.”
[02:32]
So, not directly but indirectly. So on the bootcamp side, part of that is getting people jobs. So we have an entire career support team.
[02:40]
Oh, you do then.
[02:41]
Yeah.
[02:41]
OK, got it.
[02:41]
To get people into actual data science jobs. And over the past five-and-a-half, six years, we developed a huge network of hiring partners that we work with, and this ranges from Apple and Facebook to IBM and Ooze and all the way down to smaller companies as well, depending on who it is. We started with the bootcamp, but that hiring network is really how we kind of started getting to the data science corporate training space ‘cause we started talking to them and realized, “Hey, there’s not only this entry-level hiring partner...”
[03:12]
See, I think that’s really important because you’re offering really the whole product for the corporation,
Welcome to the 2019 Predictive Analytics World (PAW) Conference Series. Recorded live in Las Vegas, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Matt Cowell, CEO of QuantHub.
Find Matt Online:
Email: mcowell@quanthub.com
QuantHub
[00:02]
Hi, I’m Jamin. You’re listening to the Happy Market Research Podcast. My guest today is Matt Cowell, CEO of QuantHub. Matt, I’m really excited about this conversation we’re going to have.
[00:13]
Yeah, yeah. Thanks for having me on. I appreciate it.
[00:14]
So, you guys have a super interesting product concept or business that I am thrilled to dive into. It looks like (now, keep in mind I haven’t spoken to anybody but just kind of walking to the booth and looking at your video) it looks like you are a... almost fit inside of the HR layer for data scientists. Is that kind of...?
[00:42]
Yeah, that’s correct. Really data scientists, data engineers, data analysts, all advanced analytics professionals.
[00:48]
Got it, got it. Well, I should be quiet. Why don’t you tell us a little bit about your business.
[00:52]
We actually help companies that are hiring in that area, whether it’s data science or data engineering. These roles are really popular right now; they’re really hot. Everyone wants to be in this field. And so, what’s happening in the industry is when people post a position, they’re getting a ton of candidates. And so, we found that people are spending just an inordinate amount of time doing the technical screening for those candidates. So they’re taking their most valuable resources and they’re having them do interviews all day long.
[01:18]
Which is insane.
[01:19]
Yeah, which is crazy, right? So, there’s a shortage of these people. And the ones that they do have are actually spending all day interviewing. And so, we have this problem ourselves. We’re actually a spin-out of a data science consulting company. And so we built a platform to do...
[01:32]
I don’t know what’s happening behind you but... It’s like Lord of the Rings
[01:36]
It’s like I’m dropping the mic right now. I’ve got sound effects on the podcast. It’s incredible. And so...
[01:44]
Wait, wait for it, wait for it. My God, what is happening in there?
[01:50]
Incredible timing, incredible timing.
[01:52]
Literally, the whole time this has never happened.
[01:54]
This is amazing.
[01:55]
OK.
[01:56]
OK. And so, we actually built a skill testing and data challenge platform for these roles. In the interview process, what would happen is you would actually get candidates that would probably come in by the hundreds because the job’s very hot. And then, you would send them some sort of skill test in machine learning or data wrangling, data exploration or R, Python, you know, all the kind of relevant skills, depending on the job; and use that to sort of screen out people. And then you might also send data challenges that are more hands-on.
[02:26]
So, those exercises, are they done remote or are they done on-site?
[02:31]
Yeah, they’re web-based. They’re all web-based exercises. They’re all graded automatically. And so, it takes about two minutes for a HR person or a tech lead to send out these challenges. And then, they just start getting scores in from candidates.
[02:45]
I think it’s fascinating. And it looked like there’s a score card of your overall quality of talent or talent quality, sorry. That I thought was really interesting because it identifies potential weak spots that you need to create a bridge for from a training perspective.
[03:04]
Right. So, you’ll see companies out there that do assessments like we do. And so, I think what’s different about us is we don’t just do that for hiring.
Welcome to the 2019 Predictive Analytics World (PAW) Conference Series. Recorded live in Las Vegas, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Mark Do Couto, VP of Worldwide Sales, Data Intelligence at Altair.
Find Mark Online:
Email: mdocouto@altair.com
Altair
[00:02]
My guest today is Mark Do Couto, Altair. Mark, what do you think about the show so far?
[00:08]
It’s a great show. It seems like there’s a good turnout. Lot of great, interesting customers here. It’s always good to see a lot of traffic and fellow vendors that are out here supporting.
[00:20]
I really like how they laid everything out. This is my first time at this particular event, and I feel like they’ve really nailed the cross-pollination between the attendees and the exhibit hall.
[00:29]
Yeah, it’s really cool that some of the speaking engagements and stages are kind of opened into the exhibit hall; so, it makes a more natural flow.
[00:37]
Yeah, totally. So, Altair – got it, right – is a recent acquisition or acquirer. Tell me a little bit about the core business.
[00:46]
Yeah, so, Altair, as a company, is traditionally a manufacturing and engineering company. Focus on design, lot of time spent in the automotive, aerospace. But they really want to look into data and really get into the data space. So Altair acquired Datawatch in December of last year. And Datawatch has a full suite of products, which goes straight from data preparation to predictive analytics to our own visualization software. And most of our customers are based in financial services, which is completely outside of what Altair focuses on, which is a reason they were really excited. They were excited for us to stay in the market that we’ve been playing in, but also see how we can bring this into kind of the traditional manufacturing and engineering space.
[01:28]
Oh, that’s interesting. So it sounds it’s 0like a value-add to their existing, their core business but then maybe moving into another market?
[01:35]
Exactly. So they, basically, have now acquired a company that already has customer and share in another market, but we’re having really interesting conversations with their traditional customer base: a lot of helping predict machine failure, doing predictive maintenance on the manufacturing floor. So some really interesting use cases are coming out of their traditional customer base.
[01:57]
That is actually really interesting. Yeah, the downtime on, you know, if a cog goes out on a machine is catastrophic from an ROI perspective, right?
[02:06]
Absolutely.
[02:07]
So being able to predict when machines are going to need maintenance and that kind of thing is actually a big industry that a lot of people don’t know about.
[02:15]
Even some of the major automotive manufacturers that Altair traditionally works with, they have like trucking fleets. So, if a truck is out on the road and it goes down, that delay can cost a lot too; so, we’re looking at ways that we can help predict when maintenance and support’s going to be needed on those trucks and get it done before it goes out on a cross-country haul.
[02:36]
So, tell me about who’s your ideal customer? Not, not..I mean Altair, obviously, is kind of this big but more in line with your core.
[02:51]
Yeah, absolutely.
[02:47]
Datawatch or before.
[02:50]
So, the core of the business is really around how you’re leveraging the data that you have, but how you’re doing it in a way that you don’t need to be traditional data scientist. So, really, it’s what Gartner would call your “citizen data scientist.” So, it’s a visual space to leverage data, build predictive models, and then automatically export that into a BI tool or even automatically generate cod...
Welcome to the 2019 Predictive Analytics World (PAW) Conference Series. Recorded live in Las Vegas, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Lawrence Cowan, Senior Partner and COO of Cicero Group.
Find Lawrence Online:
Email: lcowan@cicerogroup.com
Cicero Group
[00:02]
Hi, I’m Jamin. You’re listening to the Happy Market Research Podcast. My guest today is Lawrence. He is a partner at Cicero Group. We are live at Predictive Analytics World, Marketing Analytics World. There’s eight worlds. I forget all the worlds, but we’re covering a gamut of health care, etc. etc. Welcome to the show, Lawrence.
[00:21]
Thanks, appreciate it. Thanks for having me.
[00:22]
Yeah, of course. You guys are exhibiting here.
[00:25]
We are.
[00:25]
What do you think about the show?
[00:27]
It’s been a great experience so far. I’ve been to three or four of these, and they get larger every year. I think the organizers do a great job putting on the event. And the topics continue to expand as well. So far, our interactions with the audience have been very engaging: great questions, hard questions. But we’ve enjoyed it so far.
[00:50]
That’s great. So, tell me a little bit about Cicero group. What do you guys do?
[00:53]
You bet. So, Cicero Group is a full-service management consulting company. We emphasize in data analytics and data strategy. Our roots were actually in market research. And so, we identified the value of data early on in the strategic projects we were working on. And so, we leveraged primary market research in a lot of our work and have continued to expand that into more strategic transformation strategy, advanced analytics work as well.
[01:24]
That’s great. One of the terms I’ve been hearing recently at this conference (I’ve never heard it before) is data diversity. And I think that you’re hitting on that exact point, right? It’s about the primary data that’s collected and then really trying to triangulate truth even though sometimes it’s a lot more than three points.
[01:42]
It really is. Yeah, so, bringing new data to the table is critical in all the projects we work on. Primary research happens to be a big one but, again, a lot of the topics people are talking about at the conference today are other sources of data: secondary data, partner data. There’s so many opportunities with leveraging data these days.
[02:04]
Got it. Talk to me about who an ideal customer is.
[02:07]
That’s a great question. So, we serve a broad spectrum of industries and business functions. I think our sweet spot, I would say, is more in the sales and marketing and insights and analytics functions within organizations. And if you look at the services we’re offering, I think there’s a lot of value being provided to organizations that have RN-subscription-type businesses whether that’s SAS or even in B-to-C subscription-type businesses because our expertise is really in understanding the customer journey and finding those opportunities across the customer journey to improve that experience.
[02:46]
Do you have a favorite customer story?
[02:48]
That’s a great question. There’s a lot, but one that comes to mind... This one is actually from a few years back. One of our large clients a few years back was Groupon. This was pre-IPO days.
[03:00]
I actually worked with them pre-IPO days.
[03:03]
Oh, you did. Maybe we crossed paths. You never know, yeah. So, at that time, Groupon didn’t have an insights function. And so, we were brought in through a partnership to help them set up their customer and merchant feedback system globally. I’m going to forget the number of countries and languages, but it was in the 20s and 30s of countries and languages that we designed their ...
Welcome to the 2019 Predictive Analytics World (PAW) Conference Series. Recorded live in Las Vegas, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Krishna Kallakuri, Founder and CEO of diwo.
Find Krishna Online:
Email: kkallakuri@getdiwo.com
diwo
[00:02]
You’re listening to the Happy Market Research Podcast. I’m Jamin Brazil, your host. We are live at Predictive Analytics World, Marketing Analytics World. There’s lots of worlds. I think there’s nine. Anyway, there’s health care.
[00:14]
Quite a few.
[00:15]
Yeah, quite a few. My guest today is Krishna. He is the CEO of diwo. Tell me a little bit about what diwo does.
[00:24]
Diwo is a cognitive decision-making platform. So, the word “cognitive” means the whole idea of how can you take the knowledge aspect of your data, teach it to a machine, and can the machine help the humans with their decision-making process, can it augment. When the human is confused, can the machine help him or “This is a better choice for you today,” “This is how you should react in your business,” and “This is the possible outcome.” So, that is the whole motion around diwo. That’s exactly why we call it “data in, wisdom out.” We want to help the business community with the decision-making process where we are able to reduce their cognitive load of their human brain, reduce cognitive confusion and, most importantly, augment the decision-making process.
[01:10]
That is really interesting. I like the way that you’re framing that out: basically, making decisions a little bit easier while still using insights as the premise. So, when did you guys start the business?
[01:24]
So, it’s about four-and-a-half years ago.
[01:26]
Fairly recent. You have a favorite customer story?
[01:29]
Yes, I do. We actually started our first engagement with a fast fashion retailer. When you look at the process that they had on how they were managing quite a few of their stores across the country, one of their biggest challenges was which product needs to be on the shelf at what location and at what time. When you look at these simple questions, you may think the retailers have figured it out, they have so much experience in business. But the real problem that this customer was facing is they can’t put the right product at the right time at the right location because the customers are not reacting to it or either the product is not on the shelf at the right time, right? So, when you look at the whole business model, it was directly impacting on the revenues because, if a product leaves a warehouse, it’s never coming back. Either you sell it or you promote it or you throw it. So the challenge that we were asked to solve for them is how do we allocate the right product at right location at the right time for the upcoming season. So, diwo, as a platform, it was able to really consolidate the customer behavior, the product behavior, the location behavior and, most importantly, it was able to embed the complete business process around it, which means now all the merchandisers, they know, “OK, 20 weeks ahead, this is where I have demand” “This is how I need to create a buy plan, which means now OK, I need 1,000 units for these 10 locations.” Now, they have enough time to procure the material; they have enough time to manufacture the product; and then, when they manufacture the product, diwo, as a platform, is able to tell them the merchandisers that “OK, this is how you need to deploy,” which means, “Now, OK, you put 100 units in store A or put 100 units in store B or what are the cases.” So, we are really closing that whole loop. This what we mean by taking insights to a whole new level, right? How can you help that business community start consuming analytics instead of producing analytics?
Welcome to the 2019 Predictive Analytics World (PAW) Conference Series. Recorded live in Las Vegas, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Jeff Todd, Senior Account Executive at Wolfram Research.
Find Jeff Online:
Email: jtodd@wolfram.com
Wolfram
[00:02]
This is Jamin, and you’re listening to the Happy Market Research Podcast live today at Predictive Analytics World. I have Jeff Todd, the Senior Technology Expert at Wolfram Research, Inc. Jeff, thank very much for being on the podcast today.
[00:14]
Thanks for having me, Jamin.
[00:18]
What do you think about the show?
[00:20]
I think it’s great. There’s a collaborative spirit that I feel like a lot of the people here... As an industry, I think people are all trying to solve a lot of hard problems now. For a while, I think they were trying to get the data all into one place. Now that they’ve got it there, they kind of the real problem ahead of them. So I think everyone is up against the same wall. And so, rather than trying to everyone get their own competitive edge and find a way to outsmart the other people, they’re all kind of just here to learn and figure out the same problems, which is really exciting.
[00:50]
It definitely feels like the rising-tide principle’s applying here, where it’s a lot less cut-throat and a lot more collaborative, recognizing the fact that we’re at the very early stages of massive growth inside of major and I call it minor (not in a negative way) but smaller organizations. At the end of the day, whether it’s optimizing your production line or creating outstanding customer experiences, data plays a key part in the entire ecosystem for success. And the proportion of the decisions that are happening in the organization are still uninformed. In that way I’m saying we’ve got an outsized opportunity in front of us for growth as it relates with insights inside of companies.
[01:40]
Yeah, I think that’s exactly right. I think too we see many organizations that are trying to achieve automation for a variety of tasks that have traditionally been manual tasks. And that’ll divert a lot of human resources. And you certainly hear about machine learning, neural nets, AI as a fear of interruption to folks like cab drivers and truck drivers and replacing them, and the question of what do these people do. Obviously, there’s going to be a place for those people to go. It always evolves and expands, but I think it’s very exciting that you have both the type of AI and machine learning outcomes that you have where we’ll be able to get more insights out of the data to be able to make new decisions, make new discoveries, new innovations and kind of push things past and have that growth that you’re describing. At the same time, I think we’ll see a lot of our world start to change a little bit as things that we’ve traditionally been used to interacting with humans become less and less so, which we already see at the shopping markets, grocery stores interact less and less everyday people on the way out.
[02:39]
Yeah, yeah. Let’s back up a little bit. You’ve been in the industry for a while. What do you see as one of the megatrends? How are we going to be different in three to five years
[02:53]
Well, I think autonomous driving is going to be probably one of the first major things that most of us see a huge change in our regular day-to-day world. I think that it’s already happening. Cars are already on the road as we can tell. I was just riding along with a friend of mine, who had a Tesla, marveling at the ingenuity of speeding down the highway
[03:09]
The autopilot is crazy!
[03:12]
It’s amazing. I was actually just transfixed on the screen watching it interpret all the cars around, and, in fact,
Welcome to the 2019 Predictive Analytics World (PAW) Conference Series. Recorded live in Las Vegas, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews James Taylor, CEO of Decision Management Solutions.
Find James Online:
Email: james@decisionmanagementsolutions.com
Decision Management Solutions
[00:02]
My guest today is James Taylor. We are live at Predictive Analytics World, Marketing Analytics World. His business is Decision...
[00:11]
Management Solutions.
[00:14]
Got it. You are chairing a track today.
[00:18]
Yeah, I’m monitoring the business track. I’m kicking it off right after the keynotes, and then I’m monitoring it for the next couple of days.
[00:24]
That’s great. Obviously, you know who’s on the panel.
[00:28]
Yeah, there’s a panel; there’s a whole bunch of presenters. It tends to be the ones who are not so much talking about how to build a predictive analytic model so much as how to use a predictive analytics model: how to put it into production, how to get people to adopt it, what the challenges are, getting people to understand what a model does, and those non-modeling kinds of things.
[00:49]
Which actually the better that goes, the bigger the lever of the model, right? I mean...
[00:55]
Yeah, I’d go further. I would say that if you... There’s not difference between business value and analytic values. If your analytic, however good it is, isn’t actually being used, then it has no value.
[01:05]
That’s right, that’s right. The ROI on that’s really easy to calculate. Now, this is not your first show.
[01:11]
No, I’ve been, I think, to every Predictive Analytics World. I’ve been coming here a long time. I know Eric and the Rising Media folks well. And it’s been fun to watch it grow and watch it change from really a very niche kind of show where’s there’s people from financial services and credit cards to one where all sorts of people are here. It’s great.
[01:31]
Now, your business, tell us a little bit about what it is that you guys do.
[01:34]
So, Decision Management Solutions focuses on companies that are really trying to automate decision-making. So, there’s some high-volume transaction where it’s not obvious what to do. So, you have to decide what to do for each transaction. And, obviously, that’s driving a lot of analytics. A lot of people what they want to do is they want to use machine learning, analytics, AI to make a better decision about these transactions, but they’re high enough volume that you can’t just show stuff to people and hope the people can handle the transaction, you got to automate it. So we help build those automated systems, into which you can embed these kinds of analytic models.
[02:08]
Do you have like a favorite project or ideal customer-type?
[02:12]
Uh, my favorite project probably is around like “next best offer, next best action” kinds of things. If you’re a multi-line company, you’ve got lots of different products or your products have complex eligibility like insurance products, then it’s easy to say, “Oh, you should make the next best offer to this customer this moment in the customer journey.” But actually, figuring out what that offer is – given what they already own, what they’re allowed to buy, which products go with which other products, what the rules are – is a non-trivial problem for most companies. And those systems tend to be more fun ‘cause they’re not as heavily regulated as some other decisions. So you don’t have to worry about the law quite as much as you do; you have to worry a little but not a lot. The key concern is privacy but the kinds of systems we build don’t need to who you are, they just need to know things about you.
[02:57]
So, you’re not dealing with PII,
Welcome to the 2019 Predictive Analytics World (PAW) Conference Series. Recorded live in Las Vegas, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Gerhard Pilcher, CEO of Elder Research.
Find Gerhard Online:
Email: gerhard.pilcher@datamininglab.com
Elder Research
[00:02]
I’ve been working with data in the technology field, but in a weird... I have a really weird... I have a really crazy career path.
[00:11]
All right. Let’s hear it.
[00:12]
Before I went to technology, I was CTO for a telecom firm, inventing the new DSL subscriber line (high-speed over copper).
[00:20]
What year is this?
[00:21]
This was in the years from about ’90 to about ’99.
[00:26]
So early 90s, all the 90s.
[00:28]
All the 90s.
[00:28]
That was a crazy time, right?
[00:29]
It was a crazy time, and things were booming. It was insane. Well, then had a tragedy sort of happen in my family and realized I wasn’t spending time with my young sons and wife; so, I bought a road construction company.
[00:42]
Was that better? I don’t know.
[00:45]
I don’t know. It was crazy. It was like being a farmer. You know you’re dependent upon weather and uh... But the interesting thing is technology was just starting to come into the road construction business. So it was fun. I got to do some things like do oil sampling in predictive maintenance on our large equipment, which allowed us to avoid downtime and more costly repairs. I got to bring in GPS grading. And, instead of having people out there pulling strings with wooden stakes and doing traditional surveying, the operators had computers in their equipment, and they could see where the road grade needed to be. And people don’t realize how much goes into actually building a road and compacting it and getting it ready for pavement. And so, that was a lot of fun. And I ended up we were cutting roads at a higher quality than the state was able to measure that quality; and ended up getting invited to Washington, D.C., to talk about grading and that kind of thing and how they could bring their quality processes along because they were actually taking quality out of the roadways. So a little bit crazy career there.
And then I decided at a late age that I’m going to go back to grad school and study more about this statistics and analytics stuff. And so, my son was just going to be a freshman at NC State and was looking for a place to live. And I made this decision with my wife, but he wasn’t quite aware of what was going on. And so, I called him one day; I said, “You know you’re having trouble finding a place to live. I’ve got the perfect place for you. It’s an older roommate, probably can cook and clean a little bit for you, but it seems like a decent guy you know. What do you think?” He said, “Well, give me his number. I’ll call him and check him out.” So I started rattling off my phone number, and he goes, “Wait a minute. That’s your phone number.” “Oh, yeah, that’s my phone number.”
[02:27]
That’s a crazy story.
[02:29]
“What do you think about spending a freshman year of school with your dad?”
[02:34]
I don’t know if I’d like that very much, but it’s funny, as a dad, I’d love that. So, fast forward where we are now, there’s been so much evolution inside of our space. What do you see as one of the megatrends that’s going to like the next kind of wave that takes us the next three to four years?
[02:51]
Gosh, I think the next wave really is about calming down from some of the hype of data science and realizing how valuable it is but realizing that I have to have a foundation to really accelerate data science through my organization. So I think people are starting to think more about their data strategy and how do I treat data more like I treat ...
Welcome to the 2019 Predictive Analytics World (PAW) Conference Series. Recorded live in Las Vegas, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Brian Shindurling, VP of Marketing at Big Squid.
Find Brain Online:
Email: bshindurling@bigsquid.com
Big Squid
[00:02]
Hi, I’m Jamin, and you are listening to the Happy Market Research Podcast. We are live at Predictive Analytics World, Marketing Analytics World, and many other worlds. My guest right now is Brian, VP of Marketing at Big Squid. You guys have the coolest booth, I think, on the show floor by the way.
[00:20]
Oh, thank you.
[00:20]
The hot pink's great. I have a kick-ass sticker that I’ve added to my bag. Thanks very much for the tchotchke stuff.
[00:26]
Absolutely.
[00:27]
Tell me a little bit about the company.
[00:29]
Cool, so, we’re Big Squid. We’re based in Salt Lake City, Utah. We’ve been around for ten years actually. The company’s kind of evolved out the marketing and analytics world. We’ve done a lot of business intelligence consulting in our years past. And, really, kind of the genesis of where we are today was we were consistently hearing a lot of the same challenges with our customers where leveraging business intelligence for an analytics environment, you’re building really interesting and cool dashboards all the time, but you’re always looking at data in a historical context, which led our customers to the next questions, which is “What’s going to happen? “Why is it happening?” and “What can I do about it?”
[01:07]
I mean that’s the Holy Grail.
[01:09]
Absolutely. That’s right. So, a couple of years ago, we launched our product we call Kracken. It’s an automated machine-learning platform.
[01:16]
Bad-ass name.
[01:17]
Thank you, thank you. And the approach that we’ve taken is to integrate with the analytics infrastructure that BI analysts are using every day. So, most of your enterprise data warehouses that are on the market today, most of the major business intelligence platforms... We’re able to round-trip data in and out of those environments where we’re basically just enhancing it with predictive metrics to give analysts a little bit better idea of what’s going to happen.
[01:39]
That’s really cool. What kind of data are you dealing with?
[01:42]
It depends. We deal with all kinds of different data. We’re kind of a horizontal play. We work with companies across basically any vertical that you can think of. The data that we play with is always structured, again coming out of kind of that business intelligence environment.
[01:57]
So it’s been cleaned.
[01:58]
It’s been pretty well curated, pretty well cleaned. This is data that has been used or is being used for reporting on a day-to-day basis. So we’re lucky in that sense; there’s already been some thought behind the business questions that we’re trying to support with analytics. Yeah, structured data and set up in a way that it’s being used in reporting environments.
[02:18]
Who is an ideal customer?
[02:20]
Good question. So, our ideal customer is the BI-analyst or data engineer, those that are leveraging these platforms like a Snowflake and/or a Tableau, Looker, Click (Places where they’re leveraging data on a day-to-day basis to derive insights and then reporting on and telling stories to their executive stakeholders about what’s happening in the business and what do we think is going to happen, how should we be thinking about making things better. But they haven’t really been classically trained on data science and machine learning in the past. So what we’ve done is we’ve created a platform that enables them to very easily navigate towards that concept that Gartner calls a “citizen data scientist.” So,
Welcome to the 2019 Predictive Analytics World (PAW) Conference Series. Recorded live in Las Vegas, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Bob Selfridge, CEO and CTO of TMMData.
Find Bob Online:
Email: bob.selfridge@tmmdata.com
TTMData
[00:02]
Hi, you’re listening to the Happy Market Research Podcast. I’m Jamin, your host. Today I’ve got Bob with TMM Data. We are live at Predictive Analytics World, Marketing Analytics World, Health Care.
[00:16]
There’s a giant list…
[00:17]
There’s a giant list.
[0:18]
of events. Email is in there somewhere. Deep Analytics, there’s lots of good stuff here.
[00:23]
The email one to me is kind of interesting. I’m like, "Gosh, email’s dying."
[00:28]
You think? You think so?
[00:30]
Yeah, open rates are decreasing. There’s actually divisions of companies now that aren’t even responding to emails. They only use Slack and other...anyway. So, Bob, thanks for being on the show.
[00:42]
Thank you for having me. I appreciate it.
[00:44]
Let’s start out. Talk a little bit about TMM Data. What do you guys do
[00:48]
Sure. We’re about a 13-year-old company. I started it back in 2008 on my front porch, closed in the building, brought people in: one of those good, old-fashioned, kind of bootstrap things. We really started TMM was originally Track My Marketing. So we were all about channel marketing and, ah... Well, at that point, it was multi-channel; now it’s omni-channel ‘cause we have to have cool new words. But being able to set this up so that you could do reporting.
[01:14]
That was like early pre-social media focus market too.
[01:18]
Right, right. 2008: I mean it was around, but nobody was really diving in. It was more of a fun thing to have that us old folks were starting to play with more so than day-to-day operational thing that it is now. But we started measuring that around 2012. My phrase is, as I like to say, “It’s about the data dummy, not about specifically marketing data or analytics.” And we really refocused the company to becoming a data-integration company. We saw, while campaign management and marketing analytics is still very the core of what we do, we find that a lot of folks are still struggling with simple things. They’ve got spreadsheets coming in email; they’ve got, of course, 7,000 marketing technologies out there, floating out there in the atmosphere that they need to pull that data in and merge it and meld it and marry it and all the cool phrases we use now. So, our goal is to make it easier for analysts, whether they be predictive analysts, marketing analysts, financial analysts, just analysts that are fighting. We just did a survey with Digital Analytics Association here last year. People are spending 40% to 60% of their day just copying and pasting, cleaning data to start doing their work. And our ultimate mission at the company, our official mission statement is “Meet data needs painlessly,” very short and sweet.
[02:32]
Oh, I love that.
[02:33]
But we want to be able to allow analysts to come in at 8 in the morning and start doing their job instead of spending four to six hours cleaning up the data to then move to the next step to start doing their job. So, that’s kind of ultimately our goal in life.
[02:47]
An ROI on that is really easy to get to. That’s the nice part.
[02:50]
Well, it is. Unfortunately, for us and unfortunately for some of the analysts, the really good analysts, end up doing the extra work and working into the wee hours. And the senior management still get all their reports because they just put in extra hours. So the ROI to the individuals on the ground, certainly the feet on the ground really know that there’s a great ROI to it ‘cause it saves them a...
Welcome to the 2019 Predictive Analytics World (PAW) Conference Series. Recorded live in Las Vegas, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Allison Swihart, CEO and Co-founder of Syndetic.
Find Allison Online:
Email: allison@syndetic.co
Syndetic
[00:02]
Hi, everyone. I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. We are live today at Predictive Analytics World. I am standing with Allison, the CEO of an up and coming company Syndetic. You can find information on them at Syndetic.co. Allison, thanks for being on the Happy Market Research Podcast.
[00:24]
Thanks for having me.
[00:26]
Well, let’s start with what do you think? I mean this is Day 2 or 3.
[00:31]
Day 2.
[00:32]
Day 2 of the event. What do you think about the event so far?
[00:34]
I think it’s been wonderful. It feels like there’s a really good energy here compared to some of the other conferences that I’ve been to recently. The audience is slightly more technical, which is great for us. And I am getting a lot of good feedback on the talks. And I think that the decision to kind of combine the different PAWs together into one Mega PAW.
[01:01]
Eight PAWs
[01:01]
Were there eight? There have to four PAWs. What kind of animal is an eight-pawed animal? I mean... There should be four PAWs. Anyway, yeah, I think it was a good decision because everyone who came for the marketing side versus the kind of deep machine learning side is mingling together, and you’re getting lots of great conversation.
[01:28]
It is actually interesting seeing that convergence of... One of the terms that a previous CEO I had on the podcast said is “diversified data” or “data diversification,” meaning... You see this in executive teams. So executive teams that have diverse gender, ethnicity, whatever, they outperform non-diverse groups. It was interesting having him creating that connection with respect to different data. And I hadn’t actually thought of it in the way that you just articulated it, but that’s actually pretty relevant also where you’ve got broad disciplines that are now being combined into a single event, which is kind of cool.
[02:15]
Yeah, yeah. And having people of different titles and at different levels in the organizations, I think, is really important for conferences. I know there’s a lot of summits where people kind of focus on just the CIO level, but I think at this event, in particular, we’ve talked to a bunch of people who are analysts, who are doing the actual work, which is really important to bring their perspective of the individual contributor, not just the manager. The manager might be making the decision to purchase one piece of software over another, but you need the perspective of the kind of “boots-on-the-ground” in order to, I think, make the best decision. So, I think they’ve done really well.
[02:56]
So, you have a relatively new company.
[02:58]
Brand-new. We just launched this year.
[3:00]
Congratulations. What month?
[03:02]
March.
[03:03]
Awesome. So literally brand new.
[03:05]
Literally brand new.
[03:06]
Tell us what your company does.
[03:07]
So, we are a virtual data warehouse, which means that we allow you to leave all of the data where it lives: in databases, spreadsheets, third-part services that you access via API, cloud-hosted services like say you use SalesForce. You have an HR system; you have an accounting system plus you have a non-premise Oracle database. Leave all that data where it is; we virtualize it into a data warehouse as if it were in the same physical location. So you can query against it, using plain SQL, and define the right slice of data for every project you want to do,
My guest today is Menaka Gopinath, President of Ipsos Social Media Exchange North America. Founded in 1975, Ipsos is one of the largest global market research and a consulting firm with worldwide headquarters in Paris, France. Menaka has held senior positions at Fuel Cycle and was a Creator and Producer at Wilcox Sessions which was an online video series where musicians played an intimate performance in their living room.
Find Menaka Online:
Website: https://www.ipsos.com/en-us
Find Us Online:
Social Media: @happymrxp
This Episode's Sponsor:
This episode is brought to you by Clearworks. Clearworks is an insights, innovation, and customer-experience company. They help clients understand their customers better, identify opportunities for innovation, and create products, services, and experiences that matter. Their clients are diverse in size and industry but share one important thing: a passion to drive more business by driving more meaningful human connection. For more information, please visit them at www.clearworks.net.
[00:00]
On Episode 2022, I’m interviewing Menaka, the President of Ipsos Social Media Exchange – North America, but first a word from our sponsor.
[00:11]
This episode is brought to you by Clearworks. So, we have a couple of sponsors on our show. I just want to underscore how much I appreciate those of you who have sponsored the Happy Market Research Podcast. It makes a ton of value to the ecosystem that is actually transcending market research right now. I say “transcending”; that’s probably the wrong framework, but exceeding, moving beyond into user experience research as well as data analytics and insights. In fact, recently we’ve been picking up shows like “Predictive Analytics World” and “Marketing Insights World.” These are two different shows that are great examples of where the Happy Market Research has a presence and, subsequently, an audience that is well outside of the normal market research vein. So, Clearworks, thank you so much for your sponsorship. For those of you who don’t know, they are insights and innovation and customer experience company. They help their clients understand their customers better, identify opportunities for innovation, and create products, services, and experience that actually matter. Their clients are diverse, both in size and industry, probably like all of ours, but they do share one important thing, which is a passion to drive more business by driving more meaningful human connections. You can find them online at www.clearworks.net. Again, it’s www.clearworks.net. And again, thank you so much for your time.
[01:43]
Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. My guest today is Menaka Gopinath, President at Ipsos Social Media Exchange – North America. Founded in 1975, Ipsos is one of the largest market research firms globally and is also a consulting firm with worldwide headquarters in Paris, France. Menaka has held senior positions at FuelCycle and was a creator and producer at Wilcox Sessions. This is an interesting, little side hustle she’s got going on. I might wind up cutting that piece. I know you talked to me about it. I actually found it really interesting, but we’ll see. Menaka, thanks so much for joining me on the Happy Market Research Podcast today.
[02:26]
Thanks for having me. I’m glad to be here.
[02:29]
Let’s start out with a little bit of context. Tell us about your early years and how you wound up in market research.
[02:33]
Sure. Well, I never really thought I’d end up in market research; so, that was a surprise. But I have always been in the space of connecting with consumers. So when I first entered the work force out of college, I was working in the original startup boom at the end of the 90s. And I was working at a company that was creating online communities,
Welcome to the 2019 NEXT Conference Series. Recorded live in Chicago, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Zoë Dowling, SVP of Research at FocusVision.
Find Zoë Online:
Website: https://www.focusvision.com
[00:02]
I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. We are live today at the NEXT Conference in Chicago. I have the wonderful Zoё with Focus Vision. Zoё, how are you?
[00:16]
I’m great, thank you. How are you doing?
[00:17]
I’m good. When did you get in?
[00:19]
Late last night, later last night.
[00:22]
Oh, OK. Kind of late.
[00:23]
Kind of late.
[00:24]
Kind of late. So, have you been to the NEXT Conference before?
[00:27]
Do you know I have not. And I’m actually really excited to... It feels like the agenda is a little bit different. There’s a lot more focus on nuts and bolts. I’m speaking here with Ted Saunders and Roddy Knowles on Mobilize Me, which is research on research. You don’t see that at conferences these days. Why not? This is important. And so, real excited because there’s other presentations like that as well.
[00:52]
Yeah, totally. You know it’s funny there’s an adjacent industry which is analyzing credit card transactions. It’s a big, big, big space predominantly sold actually, sold into venture and PE and Wall Street firms so they can analyze like when there’s an issue with Chipotle, what its actual credit card transactions trending towards exactly. What they’re doing is they release a bunch of research on research. And they’re constantly being quoted in Wall Street Journal, etc. It just truly amazes me that we, as researchers who have billions of transactions (not monetary), we don’t do a better job talking about that kind of stuff.
[01:39]
Do you know from my perspective I think there’s been a trend away from that? If you think five years ago, certainly ten years ago (of course, that puts us in the aging category) but this was all about web surveys, web data collection, mobile data collection, but also on the qualitative side, how do we create good engagement with online research community participants, and you just don’t see that now. And, tell you what: we’ve not cracked the nut. It’s not a done deal.
[02:07]
Not by a long shot.
[02:07]
We’re not doing amazing research, that kind of research on research. But you’re right: there’s also a lot that we could dig in on the Big Data side. Like what time of day? Thinking online communities, what time of day are people coming? What’s the average? How do we aggregate that across projects? How do we then increase engagements? How could we do some incentives? I think there’s a lot of different things we could do there to just make us better informed.
[02:29]
Yeah, even something as basic as email-open rates over time. I think with such an important topic... Rogier Verhulst with LinkedIn, he had mentioned that they’ve actually seen almost a complete decline, approaching a zero, with certain segments in the population just not accessing email anymore. They’re utilizing a bunch of different tools to communicate. Before you and I because of my age...
[03:02]
That was tactful.
[03:03]
…I mean pre-social media, there wasn’t an alternative to... You have like AIM or whatever (AOL kind of online messenger), but it wasn’t at scale. And now, all of a sudden, there’s probably... I mean I could connect with you at least five different ways, not using email.
[03:18]
And there’s different ways to get our attention. And I think that’s interesting because if I think of both SMS but also think of push notifications ‘cause again thinking of them is a way to contact people that we are speaking to their participants.
Welcome to the 2019 NEXT Conference Series. Recorded live in Chicago, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Thomas Fandrich, managing director US and co-founder of quantilope; and Mike Degagne, head of sales at quantilope.
Find Thomas Online:
Website: https://www.quantilope.com/en
Find Mike Online:
Website: https://www.quantilope.com/en
[00:02]
You’re listening to the Happy Market Research Podcast; I’m Jamin. And we have today some special guests. We are live at the NEXT Conference here in what is turning out to be a spectacular day outside although we are quarantined, I guess, in Chicago. I’ve got Thomas and Mike with Quantilope. Guys, welcome.
[00:22] – Tom
Hi, Jamin. Thanks for having us here. Great to meet you.
[00:25]
It’s great to have you. For just voice recognition, that is Tom.
[00:29]
Hey, this is Mike from Quantilope.
[00:33]
Yeah, you’re going to have to let him in.
[00:43] - Tom
We also have a lot of laughing. So, now we can go to the serious part.
[00:45]
I’m glad I called you here today. Tell me what do you guys think about the show so far.
[00:50] – Tom
Oh, we really like it since there are a lot of specialists here that have very serious knowledge about the industry and about market research. It was great to get their perspective on a solution like ours, which is pretty much positioned on speed and substance, substance in terms of quantitative methods that go beyond simple service stuff.
[01:14]
Favorite session? Have you guys been able to attend any sessions? Mike, we’ll go with you on this one.
[01:20] – Mike
I have not; so, you should not go with me.
[01:24]
Tom, have you attended any?
[01:26] – Tom
Me neither, so ah...
[01:26]
It’s hard when you’re exhibiting to go to the sessions ‘cause you feel like that’s the moment the big customer... You know Coke is going to walk by your booth as soon as I go here. The head of insights for CES. It’s this whole like FOMO, fear of missing out thing that happens. I’m suffering from it from it too, which is killing me, because I really wanted to hear the storytelling session, but anyway... That didn’t happen, and I also didn’t get Coke. So, waah. Anyway.
All right, so, tell me exactly what you guys do.
[01:59] - Tom
All right, so Quantilope is an Agile Insights platform, right, that automizes all the single steps in a market research project, which is kind of finding the right tool to tackle your research question, program the questionnaire, and infuse it with high-end methodologies like System 1 Conjoint, MaxDiff, then field it to get the data in real time and get it visualized and analyzed in real time through our analyze module, and build beautiful dashboards of all that stuff to share it internally and externally. So it covers the entire process very seamless and automized.
[02:35]
Mike, you gave me a demo, didn’t you?
[02:37] – Mike
I did not, but one of my guys did.
[02:40]
One of your guys did. Yeah, right, exactly. So, one of things that I thought was super interesting about the fundamentals of the platform is that I can execute in MaxDiff really, really easily. So, I have my survey that is built out; that’s straightforward. Not really a big USB. But now, all of a sudden, I just add my attributes and it makes a recommendation on what types of statistical approaches I may want to use, incorporate into my survey design in order to answer my questions. And then I also really like the reporting side of it (not that I’m trying to sell for you guys). But I personally was really impressed ‘cause it was all streamlined and easy to use. Tell me about some of the more popular applications.
[03:33] – Mike
So, ah,
Welcome to the 2019 NEXT Conference Series. Recorded live in Chicago, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Simon Chadwick, managing partner of Cambiar LLC.
Find Simon Online:
Website: https://www.consultcambiar.com
[00:02]
I have Simon Chadwick, the legend, here live at the NEXT Conference here in Chicago. Simon, how are you?
[00:11]
I’m good, thanks, Jamin. How are you doing?
[00:12]
I’m doing OK. Thank you for asking. The weather has been a little bit cold, but not too bad. A little rainy, oddly enough for Chicago this time of year. But what are you going to do? We’re in a conference anyway so...
[00:25]
It’s not snowing.
[00:25]
Not snowing, not freezing. Totally wins, yeah, totally wins. Actually, it might even be warm for Chicago standards. I don’t know.
[00:32]
I don’t know. All I think is that when it rains in Chicago, it’s just because the temperature is turning the snow into liquid.
[00:41]
Exactly! Totally true. It’s a very cold city.
[00:43]
Anyway, I love this city
[00:45]
I do, too. It’s actually my favorite city globally, but it would be hard for me to move here just because of the winters. But I absolutely love Chicago. The people are super nice. It feels like a New York, you know like a Manhattan, London-ish type.
[00:59]
And great architecture and, you know, the rivers, and... yeah, tremendous, yeah.
[01:05]
It is great. So, what do you think about the conference so far?
[01:08]
Well, from what I’ve seen so far, not bad at all. I’m really looking forward to my colleague Lucy’s paper later this afternoon, which is “Who Killed Advertising Effectiveness?” Murder at the manor. It’s a detective story, interactive.
[01:30]
Of course, Lucy would bring just riveting bend to that subject.
[01:36]
Right, right.
[01:37]
Or any subject.
[01:38]
Yeah, she’s a great speaker. So I’m looking forward to that. Looking forward to the comedy show tonight. Are you going?
[01:44]
Yeah, I am, I am.
[01:44]
That should be fun.
[01:45]
That’s going to be great.
[01:46]
Unfortunately, I don’t know about you, but every time I come to a conference, conference calls with China or with India crop up, and you’re in your room, you know, yeah.
[02:01]
Totally. It’s ridiculous; it’s absolutely asinine, very frustrating, actually. That just happened to me today, actually. And I missed an important person I was trying to connect with. Anyway, that’s disappointing when that happens. So, the show’s actually really good. I’ve enjoyed... I’ve been able to attend three sessions or speakers, whatever. They were super informative. I’ve been impressed with the quality of the content.
[02:30]
Yeah, I was at the storytelling one, and I thought that she did a good job: actually, made it easier for people to understand what they had to do in preparation and how to actually keep this story alive after the presentation. It was very pragmatic and practical.
[02:53]
Yeah, I love the tactical application. I’m a sucker for, if you put up a blog post and say, “Three Tips to...”, then I’m like, “OK,” because I'm going to read it. I like the... I can pull something out of this and apply it today to my life and have an impact.
[03:09]
You know, we as humans are so funny whenever we see numbers. Talking about Lucy, again, she did a big experiment at Coca-Cola Western Europe, which she presented at ESOMAR, looking at how you can disseminate insights to people who actually were not the stakeholders. So, if you’re Coke sodas and you find something, how can you get to cross to the juices or waters because it might actually be really relevant to them. So they conducted a big experiment.
Welcome to the 2019 NEXT Conference Series. Recorded live in Chicago, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Ray Fischer, CEO and Founding Partner of Aha! Online Research.
Find Ray Online:
Website: https://ahaonlineresearch.com
[00:00]
Aha! is the name of the company. We are live at the Insights Association’s NEXT Conference 2019 in Chicago. We are winding up Day 2. What time do you take off
[00:15]
I take off just after this interview. I’m going to head down to the train station, do the old school Amtrak back to Detroit. It’s going to be awesome.
[00:21]
Oh, that’s right. Oh, yeah, yeah, yeah.
[00:22]
Yeah, yeah. I take the train, get some work done, get to watch a little "Billions" on the way back.
[00:25]
How long does that take?
[00:27]
It’s about four and a half hours.
[00:28]
OK. That’s not bad.
[00:29]
I lose an hour going back. I go from the Central to the East time zone. It’s a little bit longer that way, but it’s a nice, comfortable, great way to go back, you know, Detroit to Chicago.
[00:38]
Totally. You don’t have like all the drama with air flight.
[00:40]
It is so simple. It’s incredible. I mean they don’t even check ID’s going on, which is weird to me, but...
[00:45]
I know. It is old school.
[00:47]
It’s that simple. It’s old school. It feels like a throw-back, 45, 50 years ago.
[00:51]
Yeah, it does, it does. I remember the old days of air traffic prior to 9/11. It’s like show up. Anybody who’s at the gate...
[01:00]
Right, the train is kind of like that now, but I will tell you they haven’t changed the cars in 45 or 50 years. A little dated, but it is kind of a cool, romantic sort of way to travel back and forth, when it’s not too far.
[01:14]
Is it packed?
[01:14]
It is usually pretty full, you know, because there’s a lot of, again, Detroiters coming to Chicago and back and forth, a lot of transplants both ways.
[01:22]
Yep, totally. So a highlight of the show?
[00:25]
Highlight of the show. I saw a couple of really good talks. I’d say the first highlight though... When I go to these shows, they become so fun. When I look back five or six years ago when we were just launching, I didn’t know anybody at the shows. So, it was basically me and my two partners, standing at our booth talking to each other, telling stories, trying to make it look like we’re having fruitful conversations at selling something. Now, I can go to the shows (we didn’t exhibit at this one), I’m just walking around; I see people like you; I see people like a lot of friends, vendors, prospects, clients, etc. I make new friends. It’s just a really, really fun way to immerse yourself more in the industry but, again, as time goes on, it just becomes kind of a community of friends.
[02:06]
ROI on shows. That’s interesting, right? I think about that a lot. Like how do I maximize my return on... It’s expensive: it’s $10,000; by the time you’re done, it’s $10,000. You’ve got a couple staff, and that doesn’t include the hard costs of time and money going into it.
[02:24]
No doubt, no doubt.
[02:25]
So, what do you think about that? Do you guys do much exhibiting?
[02:29]
You know, we do. We do about four conferences a year where we exhibit and I speak at several as well. So those definitely help ‘cause when you have the exhibit and the speaking engagement, as you know, that’s kind of a double whammy, double power-packed punch. You know where you got the ability to talk to people who come by your booth after they saw it. So you really max out, especially if you get an earlier time slot. If you’re the last guy on the last day, you don’t really get to maximize that.
Welcome to the 2019 NEXT Conference Series. Recorded live in Chicago, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Michaela Mora, president of Relevant Insights
Find Michaela Online:
Website: https://www.relevantinsights.com
[00:02]
My guest today is Michaela Mora, President of Relevant Insights. Those are my favorite kind of insights, by the way.
[00:10]
Yes, they are not any insights. They are relevant.
[00:13]
I love that. So, what do you think about the conference where Day 1 has ended at the NEXT Conference in Chicago? Tell me what you think.
[00:21]
Well, this is my first time coming to this conference. This year I have been to several conferences, and I see some subjects coming up on a repeat. It’s a lot about video and capturing data, more unstructured data and focus on tools at the same time figuring out how can we capture the full consumer or the full participant in many different areas. And usually, the challenge of that is at the back-end. Many tools are very good at capturing the front-end. Then you go home and then you have to analyze.
[01:12]
Do the work.
[01:13]
Yes. And that’s where still... I test a lot of tools and there’s still some time to go.
[01:23]
Does one session stand out as your favorite?
[01:25]
I really liked the one from “Who Murdered Advertising Effectiveness?” Was a very good presentation, different style.
[01:35]
“Who Murdered Advertising Effectiveness?” That was a very sassy title, wasn’t it?
[01:40]
Yes, it is.
[01:41]
That was Lucy, the speaker. She’s from Keen as Mustard, I believe.
[01:46]
Yes. Actually, it is a way to tell the story, to discuss a subject about elements that are affecting our industry. It’s about changing times, and who is behind the changes and how we’re all involved in that. And so, that was a different way of presenting and discussing market research issues.
[02:12]
Tell me about Relevant Insights. What do you guys do?
[02:14]
Well, we try to help clients to make profitable decisions. It’s about finding the right questions so that we can come back and help the clients to make the decisions. So we do both qualitative and quantitative, both in the more traditional research but also in the user experience, user research methods.
[02:41]
Are seeing an increase in user experience?
[02:44]
Oh, absolutely, absolutely. There is these conversions between the customer experience field and the user experience. They come from two different branches of research. The customer experience, for me, is just a renaming of the traditional customer loyalty, voice of the customer field.
[03:02]
It totally feels like VoC, market research, yeah.
[03:05]
Yeah, but the user research comes more from human factors.
[03:11]
Yep, products…
[03:12]
Usability, interaction, ergonomics. And in some companies, they are used interchangeably. If you look at it as different focus on different areas of the customer journey, essentially... Because the user experience right now has been mainly focused on how users are interacting whether on your website, your application but is going more towards the product and in a little more task base how you use that. But that also has been an area where customer experience has come in like product testing, concept testing. So it’s a lot of mixed terms.
[04:02]
One of the things that I find really interesting is it feels like a lot of the work that is actually being done between by a market researcher, which is my background, and user experience is stuff like... I mean in 2001 or 2002, I was on-site at Intuit in Mountain View, California. They had built usability labs, and we were doing eye-tracking and exercises where we would say,
Welcome to the 2019 NEXT Conference Series. Recorded live in Chicago, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Lesley Rohrbaugh, director or research at Consumer Technology Association.
Find Lesley Online:
Website: https://www.cta.tech
[00:02
Lesley with CES. Thanks for being on the Happy Market Research Podcast today.
[00:07]
Thanks for having me.
[00:08]
We are live at the NEXT Conference in Chicago. What do you think about the show?
[00:12]
It’s amazing. It’s so nice to be here with so many of our colleagues in the research community. A lot of great turnout from all sides of the research community. So we have exhibitors here, and we have analysts on the corporate side, the non-profit side. So it’s great to pick each other’s brains.
[00:28]
CES is a big deal. I mean it’s the trade show of trade shows of trade shows, right, the mother ship. But I hear that you guys have a track specific for research.
[00:39]
We do. So, a few years ago, we started a research summit at the show that precedes the actual show days. And we have a ton of participants there. We have multiple panels; we have speakers from big and small companies. So we have startups and then we have the big, large corporations. But it’s attended by a few thousand people, and all we talk about for a few days is just research, research, research when it comes to technology.
[01:06]
So, the application of technology to enable customer conversations sort of bent? Is it user experience research, market research, kind of broad umbrella of just consumer points of view?
[01:22]
It’s a mix. We also have B-to-B in there as well. So, with technology, you have to be able to adopt it somehow, and what better way than to talk to companies in their space and see how they’re actually using things like voice, things like AI, robotics, all these different areas. So it’s a mix of folks, and it’s really interesting to see the application of things like Artificial Intelligence being built into the data computerization and seeing how people are actually making these ideas come to life.
[01:49]
I loved your talk this morning, especially as it related to smart devices. The microwave is still frustrating to me because of all the stupid buttons on it.
[01:58]
Right.
[01:59]
And a microwave that actually can identify the objects, the items that are going in there, and then smartly uses that information to not burn the popcorn, as you aptly said, right? Why don’t you give them sort of the highlights of your 30-minute chat?
[02:14]
Yeah, sure. So, obviously, 30 minutes is not long to talk about the entire 350+ billion-dollar technology world. But some of the highlights include 5G: where we are? where we’re going? what it means? who’s driving it? which is really the industry as opposed to the consumer, which is a little bit different. Additionally, we talked about Virtual Reality, Augmented Reality: how that impacts both the consumer and research and insights. And then also things like healthcare technology. We touched on that a little bit. There’s a lot going on in that space. But, overall, I think some of the underlying technologies that we see throughout all of these products include Artificial Intelligence and the real state of Artificial Intelligence and where we are. Things are not necessarily just smart anymore; they’re intelligent. So, I think that’s an underlying theme we see in a lot of these products.
[03:08]
That’s an interesting distinction that I have, probably moronically, never made before your talk. This idea between smart and intelligent. Because one is more of information in action – it’s doing stuff with it and then forms and outcomes. Going back to the smart or intelligent whatever, microwave,
Welcome to the 2019 NEXT Conference Series. Recorded live in Chicago, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews John Tansey, director of business development at Dapresy.
Find John Online:
Website: https://www.dapresy.com
[00:02]
My guest today is John Tansey with Dapresy. I still can’t say the name.
[00:08]
Dapresy, Data Presentation Systems.
[00:12]
Dapresy. I don’t know. Anyway, I apologize.
[00:15]
That’s OK.
[00:16]
Rudy has been on the show before. I’ve been a big fan of your guys’ brand. What is going on right now in the world of Dapresy?
[00:23]
I’m still trying to figure this out because this is my second week on the job.
[00:27]
Welcome.
[00:28]
Thank you very much. It’s exciting and, overall, joining, it’s clear to me they’re experiencing a lot of growth. There’s a lot of hiring. We’re opening up a new office in Sarajevo.
[00:38]
Congratulations. That’s huge.
[00:40]
A lot of it is sales and marketing. And then we’re trying to figure out who’s going to do the work that we’re selling to. So, there’s positions open for that as well.
[00:48]
How exciting. I mean you guys offer industry-leading, customized data dashboards that pull data in. I always thought of it as quite literally as a BI for insights. Is business evolved into a different direction or is that still the core competency?
[01:07]
It’s still the core. And the target has always been mid to large market research companies as well as enterprise but we now have a Do-It-Yourself option coming out, which is a much lower entry point in terms of cost. So we’re going back to many of the people who maybe have been turned off in the past with this new offering going forward.
[01:25]
So that is going to unlock a whole different set of customers, it sounds like.
[01:31]
Sure.
[01:31]
What do they look like? What are the personas? Do you know?
[01:35]
Users of? These are people who respond... Well, the short answer is, “No, I don’t know. I’m trying to figure this out.”
[01:42]
I love it.
[01:44]
You have owners buying it. You know from smaller market research companies and analysts using it.
[01:51]
You think about like enterprise research or enterprise solutions used to be sold at an executive level. These are like big bundled products, expensive, difficult to deploy. And now, like in modern context, it feels to me that any business that’s here as a technology-based business that doesn’t have a premium DIY (I don’t need to talk to anybody) offering in the next three years is going to have a big problem with growth. You have to operate at that level. One of the things, I think, that SurveyMonkey has done a great job of over its whatever 15 years is exactly operating in that space. Like it fits like a CRM or SalesForce or MailChimp. I feels like a tool that I can just plug into my platform so that I can easily get to things. But, on the other side of it, I really believe you have to have the Do-It-For-Me option as well because, especially in insights, things can get complex; people can get busy. And we’re happy to write checks to solve those problems.
[02:52]
Sure, I think that works well for enterprise and people who, unlike you and I, did not grow up in this industry and did not work as a research analyst and kind of just need a reporting solution and somebody to do it for them.
[03:05]
Totally.
[03:06]
And the thing I love about the product is it’s designed for market researchers. You mentioned Business Intelligence tools. You wrestle when you try and squeeze market research projects into those tools, but this is designed for people like us.
[03:20]
Exactly, exactly. All right, great.
Welcome to the 2019 NEXT Conference Series. Recorded live in Chicago, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Ellen Kolstø, Design Principal at IBM Q.
Find Ellen Online:
Website: www.ibm.com/us-en
[00:02]
My guest today is Ellen. Ellen’s been on the show before. She’s with IBM Q, right?
[00:08]
Well, yeah. I’m actually now working in the quantum computing space. I used to work on AI for two-and-a-half years, which is how I happen to be here, talking about AI.
[00:17]
How did your talk go?
[00:19]
It was great. We had a lot of really interesting people in the room, a lot of discussion around “Are you ready for AI?”, “What does it involve?” in terms of having successful AI or AI that works reliably. So we had a great discussion.
[00:31]
That’s awesome. This is my first time at the NEXT Conference. Have you been here before?
[00:35]
No, this is my first time too.
[00:37]
What do you think?
[00:38]
Oh, I think it’s great. I think that anytime you can get a bunch of market researchers together to talk about what’s going on, it’s super helpful. And you learn something from what everyone else is doing. I took a bunch of mental notes even in my own session of people mentioning things. So, yeah, it’s helpful.
[00:53]
It’s fun; that’s fun. So, what are you seeing as...? Were you able to participate in any of the earlier sessions?
[01:00]
[Sighs] No, I flew in late last night.
[01:01]
That’s what I thought.
[01:02]
And then we were preparing for this morning’s presentation. So, I learned a lot in my own session so far.
[01:11]
Ahh, that’s... What’s your big takeaway?
[01:13]
That everyone is super excited about AI, but they don’t know how to get started.
[01:19]
Totally.
[01:19]
And my view point on it is it’s the same sort of test-and-learn scenario of any part of market research: take a small part of what you’re doing, test it out, figure out what you’re learning and move from there rather than trying to boil the ocean. And I think that was what a lot of the people who tried it were talking about as well in the session.
[01:43]
So, what is one practical way... Can people engage with you or IBM to help in a similar way to like AWS?
[01:52]
Uh, well, that’s a good question. Uh, that’s a hard one for me to answer.
[02:00]
Are engagements usually... Like when I think about IBM, you know this is enterprise-to-enterprise sort of like an engagement, right? And that’s kind of like the sweet spot, I think, of why people turn to IBM in that kind of context.
[02:12]
Right. I mean we have cloud services and we do have Watson on the cloud. So you can..
[02:18]
Oh Watson, yeah, right. Exactly.
[02:20]
Yeah, you can access Software as a Service through IBM as well. So you can engage in that way. I just wasn’t sure if you meant me personally, or...
[02:29]
No, no, no, I’m sorry. That was a bad question.
[02:30]
I was like, “Well, you could, but that would be a LOT of people.”
[02:33]
That would be a lot of people.
[02:34]
Uh, but you can actually use IBM’s products, but we create products in the space that help other people build models. So the question is whether you want to build your own model or whether you want use a service that already has models built for you.
[02:49]
Oh, got it. That’s actually super interesting.
[02:51]
Yeah, it’s a decision to make for sure.
[02:55]
Good. Yeah, so, you’re flying out today?
[02:58]
I am.
[02:59]
Are you really?
[03:00]
I’ve got client meetings tomorrow. So, it’s like no rest for the weary.
[03:04]
No rest for the wicked. I think is how that goes.
[03:05]
I know the wicked.
Welcome to the 2019 NEXT Conference Series. Recorded live in Chicago, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews David Paull, CEO of Engagious.
Find David Online:
Website: https://www.engagious.com
[00:02]
David Paull, Engagious.
[00:04]
Yes, sir. Great to see you.
[00:06]
One of the leading podcasts in the market research space. What do you think of all the lists for podcasts that’s been popping up?
[00:14]
Well, I think it’s great that the industry is taking notice and wanting to share it. I’m certainly gratified by the ones that we make it on. You know you sit in…
[00:22]
Which is all of them.
[00:23]
Well, thank you. Likewise, for you. I’m always in good company. You know you sit in a room with a microphone and you talk into it. And you hope that on the other end somewhere, someone is going to listen. And to this day, podcast analytics are still not great.
[00:38]
They’re terrible.
[00:38]
So it’s hard to know if people are listening. It’s even harder to know how long they’re listening. I don’t care if someone starts it. I want to know if they get past 30 seconds. Are they actually sticking with it so that I know there’s value in the work we’re doing?
[00:52]
On your platform, are you able to deduce if they actually listen at all? All I’m getting is downloads.
[00:56]
Yeah, it’s really just download. We also put them on YouTube, and YouTube will tell us if we get a view. But they count a view after 30 seconds, which doesn’t do me..
[01:05]
Yeah, totally. How’s your YouTube? So, this is one of things that actually I’m doing right now. It started last week. We’re taking all of our backlog of audio, and we’re then converting it into YouTube. Are you doing that?
[01:20]
Yeah, we’ve done that from Day 1. We create a video version, and for most of them, when I’m not recording video, it’s just a head shot over a...
[01:28]
Something moving.
[01:29]
Yeah, something moving. But we do get... YouTube is the No.2 search engine in the world. So it only makes sense to have your content there. And we are starting to do more and more video interviews, either in person or over Zoom or something. So those fit really nicely on YouTube as well.
[01:49]
That’s awesome. So, you are using Zoom. I’m actually thinking about converting over to Zoom for the interviews as opposed to... I have a special like fancy-pants app that gets rid of latency issues, but it doesn’t do video.
[02:04]
Right, right. And so, Zoom, I will tell you, nothing’s perfect, right? So, Zoom is a great application. The video quality is pretty good. Sometimes the audio will actually be slightly out of syn with the video. There’s latency on the audio. Now, the fix for that, of course, is when I bring it into final cut to edit it, I just break off the audio file and I move it a few half-seconds one way or the other and everything synches back up. So there’s work-arounds. It’s a little bit of a hassle, but...
[02:34]
But the good news is that it doesn’t sound like it’s an elongated...
[02:38]
It doesn’t get progressively worse, yeah. It seems to just be off a little bit.
[02:43]
Favorite guest so far this year. Who is it?
[02:47]
Favorite guest so far this year.
[02:50]
We love them all, we love them all.
[02:51]
It’s an episode I haven’t even released yet. He’s a graphic designer out of Portland named Aaron Draplin. He’s done work for Nike. He’s a prominent speaker in the graphic design world as well. He’s a larger-than-life character. He told me some incredibly funny stories as well as some really useful tips. We’re probably not going to release that until later in the year. So, that’s a little anti-climactic.
Welcome to the 2019 NEXT Conference Series. Recorded live in Chicago, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews David Almy, CEO of Insights Association.
Find David Online:
Website: https://www.insightsassociation.org
[00:02]
Hi, this is Jamin. You’re listening to the Happy Market Research Podcast. David Almy is the guest today. I am going to play our conversation with you. We kind of picked up at a neat spot, I think, talking about trends in the space, how insights are becoming a cornerstone of success for modern businesses. Enjoy.
[00:23]
Well, from ’82 to ’84, I wrote an article called Business Aviation – The Fortune 500, which was a correlation of the use of business aircraft to financial performance.
[00:39]
That’s fascinating.
[00:42]
Yeah, and so, and it looked at the Fortune 500 and said that if you owned a business jet, for instance, how’d you do. And I did it for three years times 500 companies, and big surprise to you probably is that there was a correlation between performance and business-jet ownership.
[01:00]
Wow!
[01:01]
Now, the great question then is whether or not it was causal or...
[01:05]
Always the question
[01:06]
…or otherwise. Having done that 82’ to 84’, very long time ago, you come here and you listen to your commen
[01:15]
Throw that thing out there.
[01:16]
And I have never seen any of that correlation study in this industry.
[01:23]
Why is that?
[01:24]
Because this industry is not as evolved, not as mature (a funny word to use) as the business-jet industry, which has been around for 60, 70 years bigger
[01:37]
Before…
[01:37]
Yeah, yeah. So it’s an evolution of the industry’s group-think, if you will. So, you announced to me this morning Watermark. And I’m going like, “Holy crap!” This is exactly what I need, been looking for and did 38 years ago or whatever it is.
[01:57]
Totally.
[01:57]
And I went to look for it and couldn’t find it. So you’ve got to tell me where do find it.
[02:02]
I’ll give it to you. I have it on my desktop, well, laptop.
[02:06]
OK, good. It’s a keen interest, and I think particularly when you looked at the Insights Association, our mandate is economic development, is what it is. It’s a not-for-profit 501C6.
[02:20]
That’s interesting you say that. I did not know that.
[02:22]
Yeah, that’s what we’re here to do. Per the IRS, that’s our reason for being, is the growth of the industry. And it’s a lovely term in the IRS regs, but our mandate is the growth of the industry from we draw our members. That’s different than the growth of our members because it’s broader, bigger than that. And I’ve always loved that turn of phrase, you know. So, come back to your Watermark, I’d really love to see that study and probably, if they want to do it again, participate in it somehow, support it ‘cause that’s...
[03:01]
Yeah, I’ve just been in Twitter conversations with one of their principals. I can’t remember her name offhand but, yeah, I’ll do whatever I can to help connect.
[03:14]
Yeah, that’d be great, that’d be great.
[03:16]
For sure. I mean it’s a big deal, and it’s a great paper, I think.
[03:22]
It is a big deal, and it’s one that I kind of know in a different life.
[03:26]
Yeah, totally, it’s funny that we haven’t been driving that conversation though, to your point. And I think that that’s systemic, or it’s endemic – anyways, it’s one of the “demics” – where we have had this like stuck-in-time framework. And, if you pull back, you can see that... I started my research career in ’96. Market research was its thing in a department inside of a large corporation. And then, tools came around. Remember Confirmit launched one of the first ...
Welcome to the 2019 NEXT Conference Series. Recorded live in Chicago, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Brianna Sylver, president of Sylver Consulting.
Find Brianna Online:
Website: https://www.sylverconsulting.com
[00:02]
We are live at the NEXT Conference. Here’s an interview I was able to pull off with Brianna Sylver with Sylver Consulting. Enjoy.
[00:11]
Congratulations on a great talk because at lunch I had a table of... I was sitting at a table of six other people, me and… seven. I asked them their favorite moment of the day, and they all unanimously agreed that it was the Storytelling Workshop.
[00:25]
Oh, that’s fantastic to hear.
[00:27]
Yeah, swear to God. Yeah, swear to God. Anyway, and then they talked about it for a good five to ten minutes afterwards. It definitely hit a chord. Is that something you’re seeing in the space? Like, we need better storytelling.
[00:40]
Definitely, I think we need better storytelling. And I think... part of the reason why this talk exists is because I feel like a lot of the stuff that you hear about storytelling today is like it’s sort of very 10,000-foot surface level as far as how to do it. And this particular framework really gets into the nitty-gritty as far as how to structure a story and what is the purpose and why you’re telling the story. Who are you telling the story to? How do you connect with them? How do you communicate? So it goes through all the of four steps associated with that. But it makes me super happy to hear that because you know sometimes you’re talking and you’re like...
[01:18]
What’s happening?
[01:19]
Yeah, like are people resonating with this? Are they not resonating? So I wasn’t quite sure. It’s pure delight right now.
[01:25]
Yeah, yeah, seriously that’s absolutely the truth too. Anyway, it was good; it was really good, really valuable. Another thing that I think you’ll find interesting is... So, I’ve done about 140 episodes, which is to say I’ve talked a lot. I always ask, “What is your biggest problem?” in a full interview. Inevitably – I would say 7 out of 10 times – storytelling is the big problem, like a lack of storytelling inside of the organization, which then connects... effects change or empowers the insight or extends the power of the insight to effect change. Really, the quality of the story as opposed to the degree of quality of the research, which is a little bit counterintuitive, is in a lot of ways the missing ingredient from a brand point of view.
[02:25]
I would 100% agree. it’s interesting because I came to the market research industry by way of design. So, I’m actually a graphic designer initially, and then I have a master’s degree in Human Centered Communication Design and Design Strategy. And part of the value of design is sort of taking a human-centered design approach is in your ability to visualize the vision, and a big piece of that is storytelling. And so, that’s always been just sort of my framework for how I approach my work. And so, when I started to bring in more of the market research side, which I did purposely because I think sometimes the insights gathering from a design perspective at least from a method and even frankly from a quality perspective sometimes can be a little lacking or flat... And so, I found that the market research side of the equation really helped to create robustness that was needed truly I think to make really solid decisions. But now bringing in these two pieces of like, I would say that the market research is kind of the “What,” and the design is the possibilities for what that could mean.
[03:38]
Oh, interesting.
[03:38]
And then the other aspect of our business brings a strategy and that’s kind of like,
Welcome to the 2019 NEXT Conference Series. Recorded live in Chicago, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Anne Beall, CEO of Beall Research.
Find Anne Online:
Website: http://beallrt.com
[00:02]
My guest today is Anne Beall, Beall Research. She’s been on the show a couple of times. We are live today at the NEXT Conference in Chicago. Anne, welcome to the show.
[00:10]
Thanks so much for having me. So nice to see you.
[00:13]
Yeah, nice to see you too. So, I’ve never been to the NEXT Conference. I assume you have ‘cause it’s in Chicago.
[00:16]
I haven’t either. It’s fabulous, isn’t it?
[00:18]
I actually really like it. It’s a smaller show. They have another show, Converge, in L.A. I really think you should attend, at least as an attendee. I don’t even know if they do exhibit floor. Last year was the first year. Like this one, it has just a... It’s chock full of great brands. So, good attendees…
[00:38]
Great speakers.
[00:39]
Fantastic speakers! Yeah, totally. And you’re speaking later on today.
[00:42]
I am.
[00:43]
Tell us what you’re talking about.
[00:44]
I am talking about the role of emotions in purchasing. So, we’ve actually done some really exciting research on which emotions lead to purchasing, which emotions lead to re-purchasing, and which emotions lead to brands getting recommended or not.
[01:00]
The actionability of that. So, understanding as a brand understands their consumer and what’s winning in the marketplace, it sounds like what you’re really offering is helping them connect the dots to the emotional outcome of that consumption or purchase or however you want to think about it.
[01:18]
So, we are increasingly of the opinion that people don’t think their way through the marketplace; they feel their way through it.
[01:25]
Totally. I do.
[01:26]
Yes, me too. And the brands that we engage with are the brands that give us a positive emotional response. And the brands we really engage with give us a really positive emotional response. Apple would be a good example of one.
[01:37]
And Coke for me is like... I like Coke. Actually, I don’t like Coke. This is funny. I buy Coke when I’m not feeling good. It’s such a weird assumption behavior.
[01:47]
It makes you feel better though, doesn’t it? Comforts you. And Coke is, actually, a good example. That’s actually a brand we reference in my talk in terms of a brand that’s actually driven a lot of emotional connection with consumers. And if they had access to my model, which I think they must have at some point done that...
[02:06]
Hint, hint, those who are listening from Coke.
[02:08]
They have used those principles that we’ve uncovered extremely effectively.
[02:12]
Got it. That’s really cool stuff.
[02:14]
Yeah, it’s really great.
[02:16]
You’re also exhibiting at... Does Beall Research exhibit a lot?
[02:20]
We, actually, have never exhibited. This is our very first time. So we have brought the crew out. We are, as you know, located in Chicago. So it’s a little bit easier to have my staff here and fabulous colleagues. And we’re also showing our books that we have written. We have a new book called Reading the Hidden Communications around You, a guide to reading the non-verbal communications of your colleagues and customers. Body language, so to speak, and other books. As you all know, we do publish a fair bit in the firm.
[02:51]
Awesome. Yeah, you guys, about two a year is what I’m seeing as the average for a decade.
[03:00]
Not quite that many, but.
[03:01]
Not quite?
[03:01]
…we’re glad that you think so.
[03:03]
The last book was really interesting. I read that.
My guest today is Estrella Lopez-Brea, Global Head of Consumer Connections at Cereal Partners Worldwide. Established in 1991, Cereal Partners Worldwide is a joint venture between General Mills and Nestlé to produce breakfast cereals. The company is headquartered in Switzerland and markets cereals in more than 130 countries.
Prior to joining Cereal Partners Worldwide, Estrella was the Knowledge & Insights Senior Analyst for Coca-Cola where she guided the BU’s decision making processes and development of the Coke Masterbrand strategy and their innovation pipeline.
Find Estrella Online:
Website: https://www.nestle-cereals.com/global/en
Find Us Online:
www.happymr.com
Social Media: @happymrxp
This Episode’s Sponsor:
This episode is brought to you by G3 Translate. The G3 Translate team offers unparalleled expertise in foreign language translations for market researchers and insight professionals across the globe. Not only do they speak hundreds of languages, they are fluent in market research. For more information, please visit them at G3Translate.com.
[00:00]
On Episode 220, I'm interviewing Estrella Lopez Brea, Global Head of Consumer Connections of Cereal Partners Worldwide. But first, a word from our sponsor.
[00:09]
We'll take just a moment and thank G3 Translate. They have been a very valuable partner for Happy Market Research podcast, and the work that we have been doing here. I greatly appreciate it. They transcribe each one of our interviews, which range from 20 to 40 minutes, for free for us. It is a humongous benefit because it improves overall accessibility of the content that we are creating jointly with the research community. They have a unique approach. They are able to turn things around within 24 hours. I am very, very grateful for G3 Translate, and I hope that you will consider them for your next translation company project. Take the time. Go ahead and go on social media. You can find them, simply Google “G3 Translate”. That's the number “3” and you will find the website as well as on LinkedIn. It would mean literally the world to me if you take the time to do that. Thanks so much.
[01:07]
Hi, I'm Jamie Brazil, and you're listening to the Happy Market Research podcast. My guest today is Estrella Lopez Brea.
[01:16]
Correct.
[01:17]
Yay! Global Head of Consumer Connections at Cereal Partners Worldwide. Established in 1991, Cereal Partners Worldwide is a joint venture between General Mills and Nestle to produce breakfast cereals. The company is headquartered in Switzerland and market cereals to more than 130 countries. Prior to joining Cereal Partners Worldwide, Estrella was the Knowledge and Insights Senior Analyst at Coca-Cola, where she guided the business units, decision-making process and development of Coke’s master brand strategy and their innovation pipeline. Estrella, thank you so much for being on the Happy Market Research podcast today.
[01:54]
Thank you for having me. It's a pleasure.
[01:59]
So tell us a little bit about your parents, where you grew up and how that has impacted your career.
[02:06]
Okay, so I am originally from Madrid, from Spain, but I live in Lausen, in Switzerland. I have two kids, in case that is interesting. I have two kids, and they are starting to approach the dangerous zone of being a teenager. Particularly about my parents, they are now retired, but they have been very, very active all their life. My father is a lawyer, and my mom, she had passion for HR so she was a HR Director; very busy people, very focused on their carriers, but at the same time very focused on their children. I have three brothers too. Well, that has influenced my career. That's interesting because they both taught me different values. And I think it's coming also from what they did for a living and that influenced certainly my carrier path and my choice to do consumer insights.
My dad,
Welcome to the 100th episode of the Happy Market Research Podcast! In this episode, Merrill Dubrow, CEO of M/A/R/C Research, interviews Jamin Brazil, Founder and CEO of Happy Market Research. The two take a look at the benefits of producing a podcast, market research trends, and life lessons.
Find Jamin Online:
Find Merrill Online:
Website: M/A/R/C Research
Find Us Online:
www.happymr.com
Social Media: @happymrxp
This Episode’s Sponsor:
This episode is brought to you by G3 Translate. The G3 Translate team offers unparalleled expertise in foreign language translations for market researchers and insight professionals across the globe. Not only do they speak hundreds of languages, they are fluent in market research. For more information, please visit them at G3Translate.com.
[00:00]
Good afternoon, everybody. My name is Merrill Dubrow. For those of you who are tuning in to see Jamin Brazil be the host of the Happy Market Research Podcast, we’re going to change it up a little bit on today’s show, which is the 100th Podcast of the Happy Market Research Podcast. My name is Merrill Dubrow, and I’m President and CEO of M/A/R/C Research, and I actually am going to put the host on the hot seat. And we’re going to interview Jamin Brazil.
[00:27]
Super excited about this.
[00:29]
Great. Thanks, Jamin. As I am and everybody else. But before we get into even a little bit of Q&A and put Jamin on the hot seat, I just want to tell everybody that this could not be made possible without G3 Translate.
[00:42]
This episode is brought to you by G3 Translate. The G3 Translate team offers unparalleled expertise in foreign language translations for market researchers and insight professionals across the world. Not only do they speak hundreds of languages, they are fluent in market research. For more information, please visit Nancy at G3Translate.com.
[01:10]
Jamin, how are you today, sir? This is a big highlight for me.
[01:14]
For me, it’s a huge highlight. I’m super excited and honored that... We should also level-set: Merrill has been on the show two times. He was my very first podcast, which was published as Number 105, and then we had him on earlier this year as an update, kind of post-transaction as he acquired M/A/R/C Research. And now, he and I have been long-standing friends in the market research industry. He said, “Hey, has anybody ever interviewed you on the show? And I’m like, “That’s never happened. That’s crazy.” And at the same time, we’re coming up on our 100th show; in fact, this is the 100th show for the Happy Market Research Podcast.
[01:50]
Well, let me tell you something. The pleasure is all mine. I listen to your podcast when I work out, when I drive home. And I want to thank you for allowing the opportunity to be on, I guess, in some way for a third time. So, let’s just get right into it. The 100th episode – Wow! – of the podcast. Just talk a little bit about the motivation behind starting the podcast.
[02:12]
The motivation is different than where I ended up, where I am right now, and then where I’m going with the podcast. The challenge that I had exiting FocusVision is there’s a fair amount of restriction around what you can and can’t do in the industry. That’s just very normal part and parcel whenever there’s a transaction; you’re partaking in that transaction selling a company. So I was fairly limited for about a year and a half after exiting the CEO role of FocusVision. When I thought about what can I do to be able to maintain engagement and brand inside of the space, video, vlogs (really popular) that takes a lot of effort and learning. Podcasts seemed to me to be the thing that would be the fastest and easiest way for me to be able to engage with my peers and insights leaders across the space. So, that was really where I started my journey back...
The 2019 NEXT pre-conference series is giving listeners an inside look into companies such as IBM, Voice Metrics, Ipsos, and Pulse Labs.. Join insight leaders on June 13 – 14 in Chicago for NEXT, where you can discover how technology and innovation are changing the market research industry. In this episode, Jamin Brazil interviews Stuart Crane, Founder and CEO of Voice Metrics; and Paul Cornwell, CTO of Voice Metrics.
Find Stuart and Paul Online:
Stuart's LinkedIn
Paul's Linkedin
Website: www.voicemetrics.io
[00:00]
Hi, I'm Jamin Brazil, and you're listening to the Happy Market Research podcast. This is a special episode that's connected to the upcoming Insights Association’s NEXT conference. It is located in Chicago on June 13th and 14th. I do a lot of these conferences both inside and adjacent to the market research industry. I think this particular NEXT conference is a must attend if you're interested in learning about what's coming up “next”. Maybe that's how they came up with the name. My guests today are Stuart Crane, the founder and CEO of Voice Metrics, which helps companies leverage voice, as well as Paul Cornwell. Did I say your last name right, Paul?
[00:48]
Yeah, you got it.
[00:49]
Voice metrics CTO. Guys, thanks very much for joining me on the Happy Market Research podcast today!
[00:53]
–Glad to be here.
–Yes, thanks for having us, Jamin!
[00:56]
You guys are speaking at the NEXT conference on how to integrate voice into the total customer experience. I'm really curious, given your backgrounds, when did you first recognize the voice was important?
[01:10]
Voice, I've been interested in for quite some time back in the day when I would listen to cassettes in the car and CDs in the car. I was really interesting in voice recognition: recognizing voice with Dragon dictate, and that sort of thing. But when I realized it was really going to be big is actually when I got an Amazon Echo, I think was for Christmas in 2015, I believe, and just being able to talk to this cylinder, and have it talk back to you and start songs, and you could still talk to it while music is playing. And obviously Siri was out there. But now, it's basically an ambient voice conversation. It just blew my mind! And then I found out that you can actually write software for it. You can write programs for the Amazon Echo. Back then, it was just called Echo. Now it's obviously “Alexa”, and it's a big ecosystem and everything. So I just really recognized that being able to talk to devices and have the full features of computers behind it really is going to transform things. Not that it's going to take away the capabilities of mobile or anything like that, but supplement it in such a great way. I started looking at ways that we could program voice and got involved very early in the Alexa’s software development ecosystem and just took it from there.
[02:29]
All right, great. So Paul?
[02:31]
Yeah. So I came from an AI machine learning background prior to getting into voice, and that was sort of my segue-way into voice and where the interest came from. So actually, before I met Stuart, I was pretty hot and heavy for Alexa and the idea of building these interactive experiences. So I was looking a lot at Lex and Alexa on the Amazon side, and it just seems like a natural segue-way coming from that AI background and thinking about how these devices and experiences can be more conversational and just the technology caught up to where my head was. With the opportunity with Stuart, who had this vision, at the very beginning of what we've built, everything just seemed to align.
[03:23]
So I'm going to go ahead and share, and I apologize, I don't mean to hijack the point, but for me I recognize it was really important with my daughter and the iPhone I got her when she was 11 years old. We were driving in the car for a three hour drive, so I just started making small talk.
The 2019 NEXT pre-conference series is giving listeners an inside look into companies such as IBM, Voice Metrics, Ipsos, and Pulse Labs.. Join insight leaders on June 13 – 14 in Chicago for NEXT, where you can discover how technology and innovation are changing the market research industry. In this episode, Jamin Brazil interviews Frank Kelly, Global Head of Operational Product at Ipsos.
Find Frank Online:
Website: www.ipsos.com/en
[00:01]
Hi, I'm Jamie Brazil, and you're listening to the Happy Market Research podcast. This is a special episode connected to the Insights Association’s NEXT conference, which is being held in Chicago on June 13th and 14th.
My guest today is Frank Kelly, head of Innovation and NPD at Ipsos. Now, Frank, I do have a question. I have always said Ipsos. I think it's pronounced “Ipso”, is that correct?
[00:27]
If you are French.
[00:29]
Okay.
[00:32]
For everybody else, “Ipsos" works fine.
[00:33]
Perfect. So Ipsos is a global market research and consulting firm headquartered in Paris. Founded in 1975, Ipsos is publicly traded and ranked in the world's largest market research agencies, actually number three, I believe, with offices in 88 countries and employing over 16,000 people. Prior to joining Ipsos, Frank has held senior leadership roles at Nielsen, Greenfield Online, TNS and Lightspeed/GMI. Frank, thanks so much for joining me on the Happy Market Research podcast.
[01:01]
Ah, thank you very much.
[01:04]
You’re speaking at this year's NEXT event on how to integrate voice in your total customer experience. My second episode on this particular podcast was centric to voice. I am so excited to see a conference, the first conference that I know of in our space, that is really kind of centralizing the communication around this particular medium. How did you first come to realize that voice was important?
[01:29]
If I go back maybe 8 or 10 years ago, when I started seeing people use voice to text, it dawned on me. As soon as people started using features like that, there's this bound to be an application and research, because they're just showing preference for a way to communicate. And we have to accommodate those preferences in the way that we capture data. But I guess the real big thing was certainly when Siri was introduced by Apple –I think it was 2011. That really seemed to show the promise of what you can do with voice communication. And it showed that with work eventually that could become a major component of how we collect research data.
[02:11]
Yes, for sure. You know, it's interesting 2011. I think it's September 2016 that Alexa launched. I think I have the year right. Does that sound right to you?
[02:22]
That sounds right. Yes.
[02:23]
So the big head start that Apple had inside of this space, and yet they certainly have taken a back seat from a growth perspective with Google Home now being the fastest growing voice-based platform. And obviously, Alexa. I think Alexa is still dominant.
[02:42]
Yes, well, again, a lot of people are using the Apple, the Siri on their other devices. So it's not just the voice assistant devices that we should think about because research could be captured probably more commonly through the voice assistants on the phone.
[02:59]
Right. Yes, yes, for sure. I was talking to my kids. I have a bunch of kids, some older ones and some younger ones. So the younger ones are utilizing, and this is all just organic, Alexa right now to play hide and seek. It's just really funny. Oh, Alexa, stop! Sorry. She's now going to be called “A”. No, no, stop!
So the other side of it is, my older kids were talking about how it would be really cool if they could get an audio feed that highlighted stuff coming out of their Instagram account that they could then somehow magically connect right to their phones, to get in the visual pieces there as well.
The 2019 NEXT pre-conference series is giving listeners an inside look into companies such as IBM, Voice Metrics, Ipsos, and Pulse Labs.. Join insight leaders on June 13 – 14 in Chicago for NEXT, where you can discover how technology and innovation are changing the market research industry. In this episode, Jamin Brazil interviews Ellen Kolstø, Design Principal at IBM Q.
Find Ellen Online:
Website: www.ibm.com/us-en
[00:01]
Hi, I'm Jamie Brazil, and you're listening to the Happy Market Research podcast. My guest today is Ellen Kolstø, Design Principle at IBM Q. International Business Machines Corporation, or IBM, is an American multinational information technology company that is headquartered in New York, with operations in over 170 countries. In 2016, IBM launched the IBM Q Experience, which is an online platform that gives the general public access to a set of IBM's cloud based quantum computing. Ellen has hosted lectures at the University of Texas on design for artificial intelligence and has served in senior roles on both the agency and services side for companies including JWT, Young & Rubicam, Leo Burnett and BrainJuicer. Ellen, thanks for being on the Happy Market Research podcast today!
[00:49]
Happy to be here! Thank you.
[00:51]
Tell me a little bit about your background. This is kind of helpful for us because it level sets, and gives us a little bit of context of who you are.
[01:02]
Yeah, always a great question. So I started life in the agency environment as a strategic planner and so it came up through that world of account planning. I'd like to say it came over from the Mayflower, sometime in the 80s, from the British, and I grew up in that culture where it was very much about understanding customers and working with them and doing the research yourself so that you could translate that into creative strategy for communications. So I started in that world, and did that for quite a while. Then I felt that over time, the balance of the amount of research that was getting conducted shifted over to clients themselves, and they were taking on more of that in their own realms, and agencies were doing a little bit less of that. And so I found it very attractive to move into the realm of market research, where I could spend all my time conducting research, which is my favorite thing. And that is when I moved into that world and into BrainJuicer, now known as System1. I liked that environment as well because we did a lot of really innovative types of research using technology, so it combined these two worlds that I've been playing in, especially most recently. We did a lot of online ethnography and also online community. So you had a lot of tools to use and have consumers come with you for weeks and months in some cases as they work through different experiences with you, so that you could maximize products. And it was really fun, whether it was a long-term engagement, working with them on their relationship to cookies and unboxing experiences or how they selected their phone service and all that kind of fun that went along with that. So I did that for a few years, and then, I had this interesting opportunity where someone said: “Hey, IBM is looking for people with deeper search experience in what we call ‘user research and technology’”. Looking for that for Watson, specifically in the realm of AI, specifically they built up that team because Watson was new three years ago, it was just getting started, especially with the design team, and that is the group that creates the user interface and all of the tooling that our customers use to create AI themselves. I decided to go talk to them, and it was a really great experience. And I ended up there in a completely different realm: total technology, business to business, enterprise environment, but in a completely new and exciting space. And I was very energized by that. And that is how I ended up making my way to IBM throug...
The 2019 NEXT pre-conference series is giving listeners an inside look into companies such as IBM, Voice Metrics, Ipsos, and Pulse Labs.. Join insight leaders on June 13 - 14 in Chicago for NEXT, where you can discover how technology and innovation are changing the market research industry. In this episode, Jamin Brazil interviews Dylan Zwick, Chief Product Officer at Pulse Labs.
Find Dylan Online:
Website: www.pulselabs.ai
[00:01]
Hi, I'm Jamie Brazil, and you're listening to the Happy Market Research podcast. This is a special episode that's connected to the Insights Association’s NEXT conference in Chicago, that is, this June 13th and 14th. My guest today is Dylan Zwick. Dylan. I said your last name, right?
[00:22]
That was correct. Yeah, Dylan Zwick. I'm always dead last in the alphabetical order.
[00:27]
That's funny. I was always first in photos because I am 5’8’’ so we have that objective position. Dylan is the co-founder and Chief Product Officer of Pulse Labs. Pulse Labs is a solution that enables users to launch and gather consumer opinions via voice devices such as Alexa and Google Home. Dylan, thanks for being on the Happy Market Research podcast today!
[00:49]
A pleasure to be here. Thank you so much for having me.
[00:53]
You are speaking at this year's NEXT event on voice. When did you first realize that voice was important?
[00:57]
So I first realized that voice was going to be big back in 2016 when I bought my first Echo. So I started playing around with Alexa, and realized that what had been the dream of science fiction now for decades, you know, the ability to speak and actually have a conversation with a computer was actually becoming science fact, you know, it was it was becoming reality. And so, I played around with building my own Alexa applications and started exploring the tools that were out there for developers and designers for Alexa application, and for voice applications more generally, and realized that this was going to be a huge space and also that I really wanted to be a part of it. So that’s what got me initially involved.
[01:54]
Yeah, I mean, Alexa in and of itself is really interesting. One of the things that I think is… If you pull back, YouTube right now, I forget what the data is, something like 60% of the Internet is there. It's a massive amount. And if you look at the bet that Google placed when they did that acquisition, it was, they consolidated the different product lines into a single thing, and then they centralized the KPI to one centralized point of focus, which was the number of daily videos unloaded. And that created so much focus from an R&D perspective that that was all anybody cared about. It wasn't predicated on revenue or eyeballs or anything like that. That was it. And then subsequently, of course, that was the tail that wagged the dog. Amazon is actually doing the exact same thing with respect to Alexa. I mean, my kids… My 12-year-old can create an Alexa skill. It is crazy easy how they have made the development side of this accessible.
[02:52]
Yeah, that's been a huge focus for Amazon. And the Alexa team is to open up as many tools for developing essentially applications or, as they call them, skills, on Alexa and then, trying to provide these and encourage as many independent developers to build skills there as they can. So you have a ton of skills, actually, that have just been built by independent developers, and then also a bunch of skills that have been built by brands or professional agencies. And there are even companies out there that are focused exclusively on the building of Alexa skills. And then yeah, you've mentioned, you know, they're also very interested in providing tools that makes this as easy as possible. So you even have a blueprint tool that essentially lets you quickly create a standard but personalized skill without the need to have any programming background at all....
My guest today is Amit Ahand, Co-Founder and CEO of Nailbiter. Founded in 2014, Nailbiter is a unique platform that offers CPG manufacturers an opportunity to see their consumers make purchase decisions at the shelf and at home. Prior to starting Nailbiter, Amit has been a key executive at IRI, Catalina and Affinnova.
Find Amit Online:
Website: www.nail-biter.com
Find Us Online:
Social Media: @happymrxp
This Episode’s Sponsor:
Today’s podcast is sponsored by Schlesinger Quantitative, your trusted provider of global online surveys that drive the best decisions for success in the marketplace. Schlesinger Quantitative has built an entire division of experts with extensive online research experience and an unparalleled understanding of quality drivers across panel, sample, and data.
[00:00]
On Episode 217, I’m interviewing Amit Dhand, founder and EVP of Client Services at Nailbiter, but first a word from our sponsor.
[00:01]
Today’s podcast is sponsored by Schlesinger Quantitative, your trusted provider of global online surveys that drive the best decisions for success in the marketplace. Schlesinger Quantitative has built an entire division of experts with extensive online research experience and an unparalleled understanding of quality drivers across panel, sample, and data.
[00:35]
Hi, I’m Jamin Brazil. You’re listening to the Happy Market Research Podcast. My guest today is Amit Dhand, co-founder and CEO of Nailbiter. Founded in 2014, Nailbiter’s unique platform that offers CPG manufacturers an opportunity to see their consumers, make purchase decisions at the shelf and at home. Prior to starting Nailbiter, Amit has been a key executive at IRI, Catalina, and Affinnova. Amit, thanks very much for joining me the Happy Market Podcast today.
[01:07]
It’s my pleasure, Jamin, and I appreciate you doing this podcast. I think this is very overdue in the market research business. And I look forward to the conversation; I look forward to tracking your broadcast in the future.
[01:22]
Awesome, thanks very much. So, I’d like to start with a little bit of your background. Can you tell us where you grew up and a little bit about your parents and how that’s impacted where you are today?
[01:33]
That’s a great question because I ask that question in job interviews all the time. I grew up in India and did my undergraduate degree there. I grew up in a small- business family is the best way to describe it. My dad, many of my mother’s siblings, they were small business owners, traders. This was in India of a different era, which was much more socialistic, much more repressive, if you will, from both a society standpoint as well as business standpoint. So, I always saw my dad struggle, make ends meet, do well, and then get pleasure out of being an entrepreneur, I think, and also the trials and tribulations that go with it. But the one advice that he gave me consistently was to never be like him. Educate myself as much as I could and get a job in a nice, big company and be comfortable.
So that’s what I did, but I did pursue my passion, which was physics. I didn’t do the engineering track, which is common in India if you have grades that’s what you do or medicine. I was doing my masters in physics, and that’s when professor politely pulled me aside and said I didn’t have that much of a future in physics [He laughs.] because I didn’t have the temperament to a professor or a researcher. Strangely, now I’m a market researcher. So, that was my journey to looking for something new. And my sister was getting her masters in the U.S. at the time. So, I was looking for what’s next. For a lot of kids in India back then was the U.S. So I came to the U.S. for my MBA.
[03:16]
In what year was that?
[03:17]
That was in ’96.
[03:20]
Got it, got it.
[03:21]
A different millennium.
Welcome to the WIRe Series. Recorded live in Austin, this series is bringing interviews straight to you from the WIRe MRx Meet & Mingle event. In this interview, host Jamin Brazil interviews Rebecca Brooks, Founder and CEO of Alter Agents.
Contact Rebecca Online:
Alter Agents
[00:00]
My guest today is Rebecca Brooks, the CEO and founder of Alter Agents, which is a super cool name. It’s totally like 007’s research, I think in a good way.
[00:14]
Thank you.
[00:14]
How are you doing?
[00:15]
I’m good. How are you?
[00:16]
Good. Yeah, we’ve known each other for ages in the industry. It’s been ages since we’ve seen each other at the same time.
[00:20]
I know. It’s really good to see you.
[00:22]
So, we’re at the... live at the WIRe events today with... in Austin with IIeX. I have not been to Austin in literally over 20 years, and the city has completely changed. How long have you been part of WIRe?
[00:36]
I’ve been part of WIRe... I mean I feel like since the beginning. I started going to the first meetings in L.A. about ten years ago, which is when it started. And I’m really happy to be more fully engaged with the group than ever before. So, I’m the Los Angeles event lead in program. I’m also a mentor; I’m part of the Executive Group. We’re going to our Summit next month. So it’s become a really integral part of my professional life. I love it.
[01:04]
We’re going to dive into your business in just a minute, but I want to just focus a little bit on WIRe. Talk to me little bit about the Mentorship Program. What sort of person are you looking for to fill that seat? And the other side of it is the mentee. What kind of person is a good fit in that role?
[01:22]
Yeah, I think that anybody with ten plus years of experience in the industry, whether it’s all on the client or all on the supplier side, is a valuable mentor. And really someone that will help younger women navigate the corporation world. A lot of them are trying to come up in their business. So, they’re looking to get promotions; they’re looking to get raises. And that’s a difficult thing for anybody to navigate but especially young women, particularly if their organization is very male-dominated. So the WIRe mentors really have invaluable experience in that regard because they’ve all been successful enough to navigate that path, right? And then, in terms of the mentees, I mean we’re really looking for women that will not only benefit from the program but that will also continue the legacy of WIRe and, in a few years, turn around and mentor themselves and that are really committed to the program.
[02:18]
It’s an important work on both sides of it. What kind of time commitment is involved?
[02:22]
For me... Well, I’ve been with my mentee now for two years.
[02:26]
Wow.
[02:26]
Yeah, she had the option of leaving and going to somebody else, but she stuck with me, which was nice. So, we talk every month. We try to do it in person if we can but schedules don’t allow that. We usually have a list of objectives that we’re going through from short-term goals to long-term goals; so, we’re always addressing those, talking about them. And then I’m available to her if things arise. Yeah, but usually once a month.
[02:55]
So, shift gears a little bit. Alter Agents, tell me a little bit about what you guys do.
[03:01]
So, we’re a full-service market research consultancy. We’re really methodology agnostic, vertical agnostic. We do qualitative and quantitative. We work with large companies like Hyundai Motor America and Viking River Cruises. We work with smaller brands like Humm Kombucha and Evelyn & Bobbie. Really what we found is that our niche isn’t in a particular type of research or with a particular type of industry, but really more around those clients that need a more consultat...
Welcome to the WIRe Series. Recorded live in Austin, this series is bringing interviews straight to you from the WIRe MRx Meet & Mingle event. In this interview, host Jamin Brazil interviews Karen Lynch, Senior Director of Qualitative Insights at InsightsNow.
Contact Karen Online:
InsightsNow
[00:00]
I’m here with Karen Lynch. We are prepping for the WIRe event tethered to IIeX in Austin. She is the Senior Director, Qualitative Insights at...
[00:12]
Insights Now.
[00:13]
Insights Now. There you go. This is a little-known fact. I have participated with WIRe from the very early days when Kristin started it while working with Decipher. And I actually stopped going to the events because I felt (and this was my Ah ha moment), I felt so uncomfortable being the only man in the room.
[00:38]
Oh, got ya, got ya.
[00:39]
Which is a really interesting counterpoint to like last night - I went to dinner, and there were three guys and a girl. And I’m thinking to myself, “It’s so interesting having the shoe on the other foot.” And just not having that perspective until you’re in that environment.
[00:53]
Yeah, yeah, absolutely. What you just talked about is what it feels like to be a minority in the room, right? And so, in many industries, women deal with that all the time: they step into a room filled with men. So that’s why we celebrate with Women In Research, why we celebrate women in these roles because it’s a strive for equality and strive for balance. And the closer we get, the better it is for all of us. And your support at those sorts of events brings us closer. So, thank you for that.
[01:20]
For me, it is such an interesting head space. The framework of business... Recently, I was reading a Harvard Business Review article and they were talking about how temperatures set in offices are set to men’s ideal temperature.
[01:37]
Oh, that’s interesting.
[01:38]
Which is like three degrees cooler than women would prefer it to be.
[01:42]
Yeah, most likely.
[01:42]
And I thought, “Gosh, it’s like just set up in that sort of like framework of... And I’m not trying like us versus them, us being obviously the man. So, I don’t mean it that way. I just think there’s so much that’s built up in society that we just take for granted as sort of normal. And then, to your point, being the only “minority” in room, really does change that dynamic. So, my point in bringing all that up is just that WIRe is an inclusive organization and it’s... Regardless of any sort of demographic profile, you can participate whether being a supporter or even joining different events they’re putting on. It’s a great opportunity to increase your overall exposure. Important work. So, ah, tell me Perspective Thinking: “Accessing Perspective Thinking and the Impact on Research Product Development.” What in the world is that?
[02:43]
What are we talking about? So, in market research we’ve been talking a lot about implicit, explicit testing over the years. We talk a lot about System 1 versus System 2, thinking that there’s only two ways of thinking and two ways of making decisions. For those of you listening that don’t necessarily know the difference there, it’s as simple as something in System 1 might be a quick, automatic decision like “Hey, I’m going to grab the gallon of milk that has the red cap ‘cause I know that’s whole milk.” You don’t have to think much about it; it’s pretty automatic. And then there’s System 2, which is like, “Now I need to buy a car.” And you just don’t grab one off the shelf. You sit and you think and you’re deliberate about it. And those two modes of thinking are at play with every consumer decision that’s made, but what they don’t account for is the imagination. And so say, you wear glasses. So say, you’re in the frame shop and you’re trying on different lenses and you’re letting your...
Welcome to the WIRe Series. Recorded live in Austin, this series is bringing interviews straight to you from the WIRe MRx Meet & Mingle event. In this interview, host Jamin Brazil interviews John Martin, Founder and CTO of Measure Protocol.
Contact John Online:
Measure Protocol
[00:02]
John Martin, Chief Technology Officer, Measure Protocol. Thanks for being on the Happy Market Research Podcast.
[00:08]
My pleasure, my pleasure.
[00:08]
So, we’re at the WIRe event, part of... connected to the IIeX Austin events. What are your thoughts so far regarding IIeX?
[00:16]
I mean it’s fantastic. To be honest, I haven’t been there yet today. I flew in.
[00:20]
You just got in.
[00:22]
But I was just checking my Bizzabo app trying to pick out all of the...
[00:26]
Connections?
[00:28]
Yeah, and all of the sessions tomorrow that I’m going to go to. Looks like there’s a bunch of System 1 stuff, which is super interesting; a bunch of Big Data stuff, which is interesting. So, yeah, it’s a really good lineup this year.
[00:38]
CTO of Measure Protocol. Tell me a little bit about Measure Protocol. What do you guys do?
[00:41]
So, we’re doing sampling on the blockchain. So, we started life about 18 months ago right, I guess, at the height, of blockchain madness, of ICO madness, and started working on this idea that we just couldn’t run away from. You know two out of three of us founders had a background in market research, had worked at Comscore and Kantar, and had another startup, which was a market research startup that we’d exited awhile ago. And the deeper we got into blockchain, the more we just could not run away from how perfect a fit we thought that it was for this one particular use case that we knew so much about, given our history. And so, we’ve been sort of digging away at it for the past 18 months.
[01:26]
Your executive team, Ben? Is that right?
[01:28]
Owen and Paul.
[01:30]
Owen and Paul. Sorry about that. And you guys have had a successful exit, which is really unique, especially in the context of blockchain since the very early stages of that whole technology. What are you seeing as the central role or, even more specifically, the practical role of blockchain in market research? What is the problem that it’s solving?
[01:54]
Right. I think it’s going to end up coming on in two different phases. When I think about what we’re doing, which is just quite literally putting sampling on the blockchain. So, instead of a sample provider being in the middle of a researcher and a population of respondents, there’s software on a blockchain, which is not to say that we’re disintermediating all the sample companies, right? It’s just to say that, from a technical perspective, this stuff is possible to be done in software alone. But, when I think about what we’re doing, there’s sort of three buckets of benefits: privacy, transparency, and economics. And I think with the current state of the cryptocurrency market, the economics argument is somewhat off the table, right?
There’s this sort of really interesting, idealistic, futuristic business models that are possible when you have a cryptocurrency in the middle of these things where users become, to a certain extent, shareholders of what you are building, which is super interesting and can sort of inspire all of these accelerating positive feedback loops. But, because of the crypto-markets now, that’s not as easily possible to get off the ground, but it certainly should be possible in the future. What we focus on today is privacy and transparency. So it really forces us to build essentially a sample company that is private by design and is... essentially has a sort of 24/7, 365-day year audit on what we’re doing. So buyers of data and respondents can all see the providence of offers, can see payments go through,
Welcome to the WIRe Series. Recorded live in Austin, this series is bringing interviews straight to you from the WIRe MRx Meet & Mingle event. In this interview, host Jamin Brazil interviews Horst Feldhaeuser, Group Services Director (SVP) at Infotools.
Contact Horst Online:
Infotools
[00:00]
Horst, the Group Services Director at InfoTools. It is an honor to have you on this show. I’ve been following you guys for quite a while. Tell me a little bit about the business.
[00:13]
Well, InfoTools is a company that’s been around for 28 years now, based in New Zealand, but we have offices all around the world. And we do everything from the data to the delivery to the people: so data analysis, data harmonization, dashboarding, socialization, all that kind of stuff.
[00:31]
So, the gamut.
[00:32]
The gamut, yes. Apart from the data collection, we do it.
[00:36]
No kidding.
[00:36]
And we’re good at it.
[00:37]
Yeah, yeah, good. So, 29 years is a storied brand in our space. What kind of technologies have you guys built out as InfoTools?
[00:46]
Yeah, so, we’ve started off with a desktop tool basically to analyze the data as our first step, and then gradually over the years, obviously, we’ve moved into the cloud. So, our biggest tool is now the cloud-based called InfoTools Harmoni. It’s been used by big companies like Coca-Cola, or Unilever (no, not Unilever, sorry), Orange, Shell, Samsung, and more and more market research companies as well. So it’s really a tool for DIY or for the services…
[01:12]
Well, we’ll have to get this podcast in front of Unilever so they can be a customer also.
[01:15]
Yeah, exactly, they should be.
[01:17]
So, you guys have teamed up with the University of Auckland Business School to help give students in market research some hands-on experience. Tell me a little bit about that.
[01:27]
Yeah, that’s really a great partnership with them, and we’ve been in contact with them for a long time. They’ve been very close with the market research industry in New Zealand, and they have a market research competition since about 2011, where they have students working on real-life projects and there is literally it’s like a “Market Research Got Talent” thing with a competition, with judges from the market research industry and from the client side. They’re doing a lot with not-for-profit studies, and this year it’s with a corporation called Housing New Zealand Housing Foundation. We decided with our new cloud-based tool why not give it to them for free and have them use that instead of some of the other tools that we don’t think are quite as funky.
[02:11]
That’s pretty cool.
[02:12]
That’s very cool. And we just started the project. We just had a big training session with them with their previous data, and once they get the new data in, they can play around with it. And we absolutely love it; they love it.
[02:23]
It’s a big upstream opportunity, right? We had one of the plays that Qualtrics took early on in their career. I wouldn’t say that it was necessarily strategic. In those days it was just like available, kind of like Facebook. And it worked out profoundly well for them from a customer-adoption perspective. Is that part of the thinking? I’d imagine it would have to be.
[02:40]
Yeah, I can neither deny nor confirm it, and we thought about that. But, absolutely, I mean we want to support the students. And it’s great for us working in our background at home in New Zealand first, but we definitely want to go globally with that and approach universities across the world. So, if they want to get in contact with us, absolutely.
[02:57]
I think there’s Georgia Tech and Michigan State that are here at this particular conference, both of which have market research-centric masters programs.
[03:04]
We’ll be talking to them,
Welcome to the WIRe Series. Recorded live in Austin, this series is bringing interviews straight to you from the WIRe MRx Meet & Mingle event. In this interview, host Jamin Brazil interviews Garrett Gil de Rubio, Vice President of Business Development/Client Engagement at P2Sample.
Contact Garrett Online:
P2Sample
[00:02]
My guest today is Garrett Gil de Rubio, VP of Business Development at P2Sample. Thanks for being on the Happy Market Research Podcast today.
[00:09]
Thanks for having me.
[00:11]
We are at the WIRe event, part of IIeX, Austin. Have you been on the floor so far?
[00:18]
I have. It got started just a few hours ago. It’s been a very busy, pleasant time so far
[00:24]
Yeah, it’s been completely different, structurally different than it was when it was in Atlanta. What do you think about the differences?
[00:31]
A lot more space. Some of the exhibitors have a lot more room to grow and move. Everyone is on the same corridor, which is a plus, but further there’s a lot more ability to go off and have private areas and discussions and client meetings and the like, which is always great.
[00:50]
You know I think that the current layout is effective (It’s kind of like moving to market mode) is more effective if you do a really good job of pre-recruiting to your booth. If you’re just reliant in the trade show industry nowadays or events or walk, walk... I mean that’s going to happen; you’re going to get drive-bys. But you’re going to do so much better if you can start getting critical mass there.
[01:15]
Absolutely. And to have people be able to meet you in a common meeting spot where there’s so many human beings in one place it’s convenient for them as well.
[01:23]
So, look, one hack that I’ve been toying with on that subject is doing events, like whether it’s a demo or bring in a special speaker or something like that. It’s not like you’re taking the floor of the exhibit hall, but it could be something where you could do a five- or ten-person presentation, right, just to kind of like get that activity level up in those rooms.
[01:47]
For sure. It can be a bit challenging just because of space and the dynamics of everyone being on top of each other, but if you have an effective booth area, certainly the capability to do that is there.
[01:58]
Yeah, for sure, for sure. Do you guys exhibit at a lot of shows?
[02:03]
We do. We are not exhibiting at IIeX this year. We’re nomads, as it were.
[02:07]
OK, got it. Perfect. Walking the floor?
[02:11]
Yes.
[02:12]
Cool. So, you guys have had a hell of a big run. I see your name everywhere. And I believe you announced your biggest quarter ever in Q1, which is actually rare ‘cause Q1 in our industry is kind of like Q3, those are the quieter quarters, right? So, coming off a big Q4, a lot of momentum, what was the key to success? Give us the wisdom.
[02:34]
Well, I can’t give it all away, [laughter] but there’s a few factors that play. Number 1 is we have seen a drive throughout the entirety of industry to move towards automation and programmatic sample. That has certainly weathered well with us. And jumping onto our programmatic stance has certainly been a big aspect of growth with our client base.
[02:58]
So, really quick, I’m going to interrupt you. Tell us a little bit about what that stance is.
[03:02]
We believe in being as programmatic as possible with sample, and not just the sense of having everything automated, but having as real time an aspect of engagement with not only the studies and the ability to launch them but also with the engagement with the respondents and the panelists that are involved as well from our side of things. So to be able to truly work in real time has afforded a number of our clients the ability to get, I would say, a higher quality of data.
Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Patricia Houston, Founder and Chief Operating Officer at MMR Live.
Contact Patricia Online:
MMR Live
[00:00]
Patricia Houston. We were live at IIeX. MMR Live is the name of the company. She is the founder and Chief Operating Officer. Enjoy the episode.
[00:12]
My guest today on the Happy Market Research Podcast is Patricia Houston; MMR.Live is where you find them online. Tell me a little bit about what you guys are doing.
[00:24]
Sure. So, MMR Live is only about ten months old now. We’re a startup within an established market research company that’s 20 years old, MMR Research, the ones in Atlanta, not the UK. But our focus is on experience. So we’re on a mission to improve every experience, be that retail, digital, physical events. That’s my world, and that’s where we love to live.
[00:42]
Perfect. Like an older company... And now, is it a rebrand or a division?
[00:49]
Division, a new team. And partly why I did it... It’s not just my passion ‘cause my background is in experiential marketing. That’s how I started as bringing my two careers together. But it’s also about future-proofing. So, if we think about all the consolidation we’ve seen in the panel space, you know panel is changing; it’s always going to continue to change. So how long until panel is no more? And getting somebody to answer one direct feedback question is too much?
[01:16]
Perfect.
[01:17]
That’s what we’re trying to solve for.
[01:18]
That’s a really interesting point right now. I don’t know if you heard the Greyhound presentation.
[01:25]
No…
[01:25]
So, they were talking about when they were going through the activation stage of their research, they wound up moving from a 20-minute longitudinal study to a 2-minute survey. And – this is what’s interesting – they saw no degradation of insights that they were able to get out of between the two. So, there was like no negative tradeoff, except that it was a much better experience and the data that they pulled out of the 2-minute survey was so accessible to the larger organization they improved their net promoter score by 20 points.
[02:02]
Oh, that’s incredible.
[02:03]
It just speaks to the importance of thinking about a respondent’s point of view and the better that we do, I think, servicing them, then the better their information is that they’re going to provide us to do stuff.
[02:14]
And that’s right, and it’s all part of your brand, right? So every interaction you have with the consumer, even if it’s a research survey, that’s part of your marketing. It’s part of your brand-building.
[02:24]
It’s so funny that you bring this up. So, actually my first brand plant was a company called Intuit, is a company called Intuit, which, of course, you’ve heard of (QuickBooks, Quicken), largest S&B company, I believe. So, they started their research-based organization. If you know anything about the up-and-comings of that company, market research is a core tenet; consumer insights is a core tenet. One of the things that I found that was real interesting as I was working with them as they were installing online surveys in the early 2000s as the main way of doing consumer insights: we were touching about each customer 1 to 2 times a year, and some customers as many as 16 times in a year. Now, we were touching those customers almost as much as marketing was touching the customer.
[03:16]
That’s right, and if you add those marketing touch points on top of your touch points...
[03:21]
Huge win.
[03:21]
Yeah, I mean what is that? Picking the right context... We’re actually doing some work now pro bono w...
Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Vignesh Krishnan, CEO of SampleChain.
Contact Vignesh Online:
SampleChain
[00:00]
Vignesh Krishnan, SampleChain. This is a young startup. This guy is bringing a breath of relevant expertise to the market research space. He’s an early employee of Lucid. After leaving that, he started this DMP, which is a Data Management Platform that is intent on connecting sample and tools to improve overall source transparency and, ultimately, quality, which I know is a really important issue based on the interviews I’ve done. Enjoy the episode and the conversation with him.
[00:32]
So, my guest today is Vignesh Krishnan, SampleChain. We are live today at IIeX in Austin. What do you think about the show?
[00:40]
So far, so good. I went to one of the conferences. Again, it’s all about meeting the people and listening in. So, it was pretty enjoyable, yeah.
[00:47]
Yeah, I think in business you really only have a single piece of IP, and that is your connections.
[00:56]
Yes, I would agree. Absolutely.
[00:57]
And there’s probably not a better venue from my vantage point than events like IIeX.
[01:03]
Yeah, for sure, yeah. Well, Andrew got me on the podcast. So, there you go. That’s a connection, right?
[01:08]
You know that’s true actually. That’s funny. Andrew with Lucid. So, in a year, how many of these events or events like this do you wind up going to?
[01:17]
Yeah, so I just started SampleChain; it’s been about six to eight months since I started it. I’ve been to SampleCon, and IIeX as well; so, this is the second one. I would say I’m probably going to Insights Association too.
[01:28]
Alright, cool. Yeah, Insights Association has a great... Of course, a different organization (GreenBook, apologies) but they also have some really good, unique shows.
[01:37]
Absolutely. And it is in the backyard in New Orleans; so, I’m just going to walk across the street and go to that one as well.
[01:42]
So, you’re based out of New Orleans.
[01:43]
Yes, I’m in New Orleans.
[01:44]
OK, perfect. Well, tell me about SampleChain.
[01:46]
So, my background, you know... Starting with the New Orleans story, I graduated from Tulane about ten years ago, the local university there. And I got into Lucid pretty early joining it at the company; had and saw amazing growth. And then, after a while, decided that, “You know what? I just want to try something new.” I did see there was a lot of analogies that we made as an industry to the ad tech industry. So in a way, the idea is to introduce a DMP to the space. Just like ad tech has DMP’s, so that’s kind of…
[02:20]
Maybe, you can expand on what that is for our audience.
[02:22]
Yeah, absolutely. So, a DMP is a Data Management Platform, and what it does is that it is... It has tentacles into different parts of the industry like the exchanges, and the suppliers, and the buyers, and so on and so forth. And specifically, I’m talking about the ad tech advertising industry. And the idea here is to help all of these participants understand their traffic sources better. Are they all getting attacked by bots, for example? Are they having issues with conversion that could do better with some piece of information? So the idea is to create that entity and provide that information to these clients.
[03:01]
That’s beautiful. So, you’ve been at it just under a year.
[03:04]
Yep, exactly. Something like that.
[03:06]
Did you guys come out the gate with funding or...?
[03:09]
So, we got some funding: local funding, Angel Funding from New Orleans. So,
Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Tom Anderson, Founder, Executive Chairman & CRO at OdinAnswers.
Contact Tom Online:
OdinAnswers
[00:00]
Tom Anderson, OdinAnswers is the name of his company; OdinTexts was prior to the IIeX event. Huge fan of this guy. He and I co-presented at a few different events: the CEO Summit a few years ago is probably the most recent. Tell you what: I consider him to be the father of text analytics in this space. He has this interesting point of view about how we should be triangulating truth based on multiple data sources, including KPIs and customer voice. Enjoy the episode.
[00:30]
Here with Tom Anderson, OdinAnswers is the new name of your company, sir. We’re live at IIeX in Austin. How are you?
[00:39]
Great. Thanks for having me.
[00:41]
Yeah, of course. It’s an honor to have you. You’ve been the pioneer, I think, in this space. I can’t think of another company anyway as it relates with text analytics. Talk to me a little bit about OdinTexts, now OdinAnswers, and that journey.
[00:53]
Well, from the get-go, we were very much about realizing that good text, interesting text data never lives in isolation. There’s always important structured data accompanying it. Twitter might be a little bit of an exception, but pretty much all other interesting data has very valuable structured components. So, that was our thinking from the get-go in the patents and so forth that I filed. But now we’re taking that to the next level. We’ve been working with a lot of cutting-edge, digital-first clients and really looking at more and more data, so connecting different data types and variables to really get to what an answer is. And that’s what’s reflected in the company: really trying to combine and think about the topics that people talk about in their own voice, unaided, what’s most important to them (thoughts and feelings) together with who it is, all the segmentation-type variables. And then the third part is the KPI. And so, some of our clients, for that, it’s return behavior, clicks on a link, or revenue is the holy grail. But, for others, it might be MPS or customer sat. And then, there’s always, of course, emotions and sentiment to fall back on in the events where there aren’t important KPIs.
[02:17]
We’ve evolved as an industry, right, because you were around before AWS, well before.
[02:21]
Yeah.
[02:22]
So, I mean you’ve seen a lot of new tech that’s been entering this space here, specifically in the way of text analytics. And you guys have rebranded, which I think was a brilliant... I love OdinAnswers; I think that’s such an action-oriented framework versus OdinTexts now. Not to say that there’s anything wrong with that. I think it’s just modernization and change of what the customer really needs right now. How are you helping customers like... Let’s pick on NPS ‘cause it’s a super common use case, right? So, how are you interacting with that data to add that value to the customer.
[02:58]
So, NPS, a lot of clients can add a lot of data from other sources. So, what they have internally first and foremost might be CRM or data on how much these customers have purchased, how frequently they purchase, what they purchase, that type of thing. And then, of course, you can go beyond that to other data as well. But that is one of the things we’ve been working hard on and continuing to move in that direction.
[03:28]
Got it.
[03:29]
And in terms of the industry overall, yeah, I mean there’s been... I think there’s a new (definitely don’t want to call it a bubble because I believe it’s absolutely... it’s sort of finally the time of text analytics,
Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Tim Lawton, Co-Founder and Co-CEO of SightX.
Contact Tim Online:
SightX
[00:00]
Tim Lawton, SightX, solid company. This firm has been... has the best actually UX for analytics that I have seen. It is absolutely beautiful, and they have created a lot of shortcuts in statistics that let you get to key insights. It’s almost like Big Data for Dummies, and I don’t want to take away from the power behind the tool. I spent a lot of time with Tim and his co-founder, talking about the statistical side. I’m not a statistician – nor am I claiming to be – but, having said that, having worked in this space for so long, you get inundated with these types of requests. And they have created some really cool technology. If you’re in the insights space, you absolutely should check out because it is impressive tech. Enjoy.
[00:56]
My guest today on the Happy Market Research Podcast is Tim Lawton, founder, I think.
[01:02]
Yes, co-founder of SightX.
[01:03]
I got to spend a lot of time with your counterpart last night before dinner. Very intrigued with the story. You guys had spent almost two years in stealth mode right before you came up. So, maybe, you could talk to us a little bit about why you guys started SightX, what you saw as the market opportunity, the white space, and the pain point. And then walk us through that sort of journey of going dormant for the R&D phase.
[01:31]
Sure. So, the intriguing part of the story is certainly on Naira’s side. A lot of what we’re doing is her background in research. But when we started initially the onset was solving for a broader problem in the general research process of everything from the data collection to analyzing the data. At the end of the day, the idea was to automate a lot of those processes for (1) for researchers but, more importantly and equally important, is for non-technical people. So that there’s a level of analysis that’s possible, especially when you talk about market research or any sort of end-user engagement. So much information nowadays can and is collected that a lot of times what’s valuable and insightful there (to use a key word that everybody is familiar with) is not always easy to do because it takes a lot of time and the level of expertise. So we set out to democratize that expertise, for lack of a better description, for users and researchers of all types and skill levels, everyone to get to that end state of the data that’s been cleaned, coded, organized, and analyzed so that our clients and users can do what they were presumably hired to do: which is to think creatively, strategically about their brand, their company, their organization but a lot of that time spent as we see as inefficient in that process. So SightX was designed to add efficiencies and augment teams and help teams get to that end state faster by bringing them from the data collection to the analysis and reporting all in one platform.
[03:03]
It’s like from my vantage point... I have a weak background in statistics…
[03:11]
Myself included.
[03:11]
…more of a practitioner, actor versus like a... but you know I understand and all that kind of stuff. So, I’ve done a fair amount of regression modeling and whatever in my early career. What I really like about the value prop is statistics can be hard and daunting, but what you guys do is take all that out. But what you leave behind is the actual connection to the data.
[03:36]
Right.
[03:37]
So, it’s like: “These are the five things that are driving customer behavior or purchase intent.” And you don’t care about the necessarily. Well, you might care about it,
Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Steve Mast, one of the Founders of Methodify.
Contact Steve Online:
Methodify
[00:00]
Steve Mast with Methodify. These guys are just crushing it. They were the best exhibitors at the event, maybe even at any event I’ve ever attended. A lot of things that were clever. My favorite was... They had these little stickers, which basically were fill-in-the-blanks. “This blank has been certified by Methodify.” And they would write in what it was. So like, “This water cooler or this cup or this microphone or this coffee pot or this person’s back or whatever...” It was really funny, created a lot of buzz. Also, it drove my good friend, Matt Gershner, and other GreenBook pros crazy, but, having said that, the entertainment value was huge. Enjoy the episode.
[00:48]
I have Steve Mast, the founder and CEO?
[00:51]
One of the founders of Methodify, yes.
[00:54]
Methodify. Yep, that’s right. So, we’re at IIeX in Austin. You guys have been here before.
[00:58]
Yes, we have, yes. First year, we’ve actually done a full activation: the booth, speaking, all those kinds of things, so...
[01:04]
And you’ve been testing everything according to...
[01:07]
We’ve been testing the water coolers, the food stations. Yeah, everything’s been Methodified.
[01:13]
I love “This has been Methodified.” You know that’s an interesting kind of... OK, so, talk to me a little bit about that.
[01:21]
So, where that actually came out of ‘cause we actually have registered Methodify IT. So, we’re not an Italian company; we’re actually born out of Canada, right, but Methodify is a global platform. But the “Methodify it” came out of our clients literally saying, “We want to Methodify it” or “Was that piece of creative or was that new product, was it Methodified?” So that’s where we actually came up with the whole “Methodify it.” So, it was our clients. So literally we’re listening to our customers, and we’re applying what they’re saying to our marketing and various...
[01:53]
Isn’t that the best proof of concept? You know you can have this thing like founder-market fit where you have a personalized need, and you recognize it in the marketplace. “Oh, good, I can solve that need.” But when the market actually starts changing language around your product and your solution, that’s a nice confirmation.
[02:13]
Yeah, I think it was interesting because (I don’t know what your feeling is but...) we’re obviously Methodify is research automation. Like that’s the space it’s playing in. But I think what’s interesting is the last couple of years everybody’s been, “Yeah, we’re kicking the tires; we’re checking it out; we’re trying things; we’re piloting programs.” This year I feel a substantial change in that where people are not kicking the tires. Now it’s about “How and when do we implement this?” “Where does it fit within the ecosystem of our market research tools, platforms?” So I think the whole industry has changed. The other big thing too is (and I think you may have talked about it in other episodes as well) is when you look at the martech industry, right, it’s very mature obviously, but if you look at the research space, now we have this huge rise of research technologies. And I think the big thing that has to happen is those two industries have to start to move closer together and start embedding research tech inside of martech. So very often, we’ve had some of our clients, if you think of their marketing-operations process, instead of it being a separate thing over somewhere else where you have research basically living on a data lake or living on some other knowledge platform inte...
Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Sheila Akinnusi, Senior Manager of Consumer Marketing and Insights at Nedbank.
Contact Sheila Online:
Nedbank
[00:00]
Sheila Akinnusi with Nedbank. They are a monstrously massive, large bank out of Africa. She attended IIeX this year with the intent of finding out what the rest of the world was doing as well as bringing home some best practices. Again, I just want to underscore how good this event is for connecting your brand with, specifically technology, with perspective buyers. One of the things I really struggle with, as an exhibitor of events for a few decades, is nobody is usually there with a fire to purchase right away. Instead, it feels a lot more like the long tail but, having said that, it is really a good way to put a face to a name, especially if you’ve been interacting on social with attendees. Anyway, I wanted to offer that piece of advice. If I was going to be exhibiting, I would be looking at the companies that are going to be attending and that is a published list. And then I would be reaching out to them on social, creating some level of connection – not in the way of like asking but in the way of properly interacting. Like see the things they’re posting about; find out what’s interesting to them. And then, you actually have some context for your conversations. Hope you enjoy the episode. I certainly did. Sheila, thank you so much for joining me on the Happy Market Research Podcast.
[01:20]
Sheila with Nedbank, South Africa. You live in Johannesburg. So, this is your first event at IIeX. Is that correct?
[01:28]
It is, it is.
[01:31]
Tell me a little bit about what you do there.
[01:32]
So, I’m a Senior Market Research Manager in a large, I suppose, corporate bank. I do everything from strategic insighting, research projects, consulting internally, managing vendors, governance. Being a bank, obviously, there’s a lot of that; there’s a whole lot, whole lot. Jack-of-all-trades as researchers are known for. And, yeah, I get sent to places like this to find out what the rest of the world is doing and bring home some best practice and bold leadership to instrument.
[02:02]
So, today is Day 2. Do you have any big takeaways from the first day?
[02:07]
I did actually. I think what was most encouraging is that we’re challenged by the same things even way across the ocean, which is quite encouraging for me. I did feel like I was going to be bit overwhelmed. but I’m actually feeling quite comfortable in a crowd, which is really, really nice. The sessions that I attended were really quite interesting was the online influence one, how to leverage social media influences for your brand. That was pretty cool. Yeah, the Women in Research event was really nice. Met lots of great people. I think everyone in the States is quite open. You guys are go-getters and just getting stuff done. It’s really nice to see.
[02:44]
Have you been to any other market research conferences?
[02:47]
I have, not here. I’ve been to ESOMAR so a few years back, I went to Nice, France.
[02:50]
In general, ESOMAR, the Insights Association, of course, what we’re doing here, IIeX, the GreenBook – all of them, I think, market research, in general, is a very open community. And it was good; we met at the WIRe, as you said, last night. One thing that I’ve seen as a trend, obviously, we’re seeing this globally, but it’s been really pushed hard over the last ten years in the WIRe organization is an atmosphere of inclusion because it creates a better picture of what the world really is and helps us identify truth and, honestly, it’s just more human. It’s interesting, like for me,
Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Rob Benson, co-founder of dwindle.
Contact Rob Online:
rob@dwindle.app
dwindle
[00:00]
Rob Benson with Dwindle, dwindling it down as it were. They are a new entrant into the market research space. Really cool in real time AV testing that is designed to work alongside designers. Enjoy the episode.
[00:17]
We are live today at IIeX, the Innovation Show for market research in the U.S. I’ve got Rob with Dwindle. You have a co-founder. Is that correct?
[00:30]
That’s right. That’s Joe.
[0:31]
Joe’s standing over there, but because we only have two mikes, you’re going to go ahead and represent and represent well, I’m sure.
[00:36]
Sure.
[00:36]
OK, good. Tell me a little bit about Dwindle. What do you guys do?
[00:39]
So, a little bit of background maybe: We come from an internet marketing background, and it’s our first conference here, our first kind of dive into market research. We’re still trying to learn the lingo and the vernacular, which is strange. But we’re getting there. So, we started... we’ve been doing internet marketing for 15 years or so, and we have plenty branding and logo projects, right? We kind of developed this tool out of necessity because at one point presented, I remember we presented a really big, big branding project. It was a big deal. It didn’t go so well. And we learned things during the presentation that would have been great to know beforehand, right? So we developed this quick-choice model, where we present two images to a person on an app on their smartphone. They start tapping, and each of those taps tells us something about their preferences: whether they like literal logos versus abstract, Sara versus Sans Sara font. So, going into a branding project, our design team now is armed with this information. So, we’ve been using it internally with great success. (probably 40 or so projects to date) and kind of sampling it out to some other agencies. It’s going well. So we wanted to come here to try to learn where we might be able to fit a product like that.
[02:05]
Got it. Now, you’re connected with Patrick Comer, who we all know as the founder and CEO of Fulcrum, now rebranded Lucid. How do you guys know each other?
[02:16]
So, Patrick married my aunt, who is a...
[02:20]
That really is a family connection.
[02:23]
Yeah, afraid so. I’m understanding what a tight-knit family this whole industry is, right? So just knowing one person in that industry has put us in touch with people like you, who are heavy hitters in this place, and it’s a...
[02:38]
It makes me feel old that Patrick married your aunt.
[02:42]
Well, now, she’s only four years my senior. She’s more like a big sister. Yeah, sorry.
[02:50]
Patrick and I are around the same age, so.
[02:51]
Right. So, his wife, my aunt, and my mom are 15 years apart.
[02:57]
Got it. Totally got it. Perfect. Thanks for the clarity. I feel a little bit better now. Patrick, I still think I’m older than you. Ahh, you guys have been to the show. Just today’s your first day, right?
[03:07]
Well, yesterday we came. This is our first show; so, we’re still learning.
[03:10]
What do you think about the show so far?
[03:11]
Oh, man, it’s phenomenal: the resources and this tight-knit community. Everybody is so willing to help and really mentor us as newbies. We kind of weren’t sure where we might get the answers to the questions we’re having, but everybody that we’ve talked to just, whether it’s at lunch or in these break-out sessions, have been so helpful.
[03:34]
That’s awesome. Are you... So, going back to Dwindle.
Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Rick Kelly, Senior Vice President of Product & Research at Fuel Cycle.
Contact Rick Online:
Fuel Cycle
[00:00]
Rick Kelly, Fuel Cycle, Senior Leader at that company. This is the second interview we did with Fuel Cycle. As I already mentioned, Fuel Cycle is a research, cloud-based platform that has their own set of qualitative and quantitative solutions integrated directly into it as well as they’ve plugged in some other tools. Interesting fact: Rick Kelly and I have picked grapes in the same fields; I think there might have been a decade in between. But it was really funny talking with somebody with a very similar cultural point of view, having a very similar upbringing. Hope you enjoy this episode. It was a lot of fun for me.
[00:38]
Hey, everybody. I am here with Rick Kelly, Fuel Cycle. Rick, thanks for joining me on the Happy Market Research Podcast today.
[00:46]
I am thrilled to be here.
[00:46]
I promise you you’re not more excited than I am.
[00:49]
OK, that’s going to be a tough competition, but I’ll let you have it for now. Let’s see how this goes.
[00:53]
So, Day 1, you’re my very first interview. So I’m going to do some special promotion around this particular episode. Fuel Cycle, tell me what is going on there.
[01:02]
I mean there’s a lot of things going on. So, obviously, we have a big background in research communities.
[01:07]
So, actually, let’s back up. When did you guys start?
[01:09]
So, Fuel Cycle’s been around for 12 years now. We were formerly known as
Passenger, and we branded it about three years ago to Fuel Cycle. So, we’ve been around, known for our research communities. And then, over the past little while, we’ve launched like a product exchange where we integrate with a bunch of different partners and everything as well and really been repositioning ourselves as a market research cloud, centered around our research communities, with the idea being that we can integrate with just about any other technology provider in the research space and link that to the research communities and run just about any type of project you’d like.
[01:43]
Got it, cool. Give me an example of your favorite project you guys have worked on.
[01:47]
You know what? There’s lots of really cool ones, but here’s a great example. We just launched a feature called FC Live. And what we can do is we can do UX-testing on mobile devices. So a research respondent can take a prototype that’s sent to him by a researcher, share that screen on the phone, capture the entire screen and walk-through experience whether it’s a online shopping experience or a new app or something like that. All that video is captured and then it’s transcribed by Voxpopme and available for analysis in a few hours. So it’s really taken the idea of remote usability, testing and putting it on steroids.
[02:24]
That’s really cool. So, how many companies are you guys connected to?
[02:29]
So, right now we have about 100 clients, just got to a 100. When I started five years ago, there were about 13.
[02:35]
Yeah, ‘cause I remember you guys way back when. And then the rebrand, of course, I think, was absolutely brilliant. Was the rationale like it was just an aged brand or did you feel like it was a strategic pivot? And, if so, from what to what?
[02:52]
Yeah, so I think there was a new team there. There were no more founders left in the organization. And we kind of wanted to re-establish what it meant to be us in the marketplace. And also, Passenger felt like a very passive brand, and none of us are passive people. And so,
Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Ray Fischer, CEO and Founding Partner of Aha! Online Research.
Contact Ray Online:
Aha! Online Research
[00:00]
Ray Fischer, Aha! Online Research. First off, he is the best voice in market research. I wish it was me, but it’s not. For those that don’t know, Aha! Online is a qualitative platform that’s used by many large brands. They support an asynchronous data collection approach for digital ethnography. Enjoy the episode. You can find his contact information in the show notes.
[00:22]
Ray Fischer, the CEO and founding partner of Aha!, also has been on the show, one of my favorite podcasts. The best voice in market research. Seriously, 100%, it’s absolutely true. We’re live at IIeX here in Austin. What do you think about the show so far?
[00:43]
Oh, it’s been great, great. Great energy, new venue, which is super cool. I think this is my fifth or sixth one. I’m not sure how many they’ve had, but I’ve been to all of them. This one is really neat. Love Austin, different energy. Atlanta was great, but this is super, super cool.
[00:58]
Yeah, it really is. I agree about the energy point. I call it the Coke versus Pepsi effect: some of the executives or people on the floor have been a little bit apprehensive about the structure of it early in Day 1 ‘cause it felt a little bit separated. But everybody in Day 2 has been excited about the show floor and the interactions that they’re getting and value, value, value.
[01:20]
Some people aren’t open to change. You know how that goes.
[01:23]
Are we in market research still?
[01:25]
You’ll always find a complainer, but “no,” it’s awesome. You got to make it what it is, but it is an amazing venue.
[01:31]
Yeah.
[01:31]
Look at the walls behind you. And it’s just the color popping out. I mean that’s emblematic of the energy in this place.
[01:38]
I got in big trouble actually because I had placed my... I have a large case for the equipment, and so I had placed the Penquin case by the... Anyway, I got in big trouble for it. “Oh, my gosh, I didn’t realize it was actually art.” It’s legit art.
[01:54]
It’s definitely. Don’t scrape yourself on it either; it’s 3D.
[01:57]
So, Aha!, what’s going on, man?
[02:00]
I’ve been busy as heck. It’s really... Last year I think we talked, somewhere near the end of last year. We had a great year last year. This year we’re off to a rip-roaring start. We’re thrilled. We’re launching new activities, new things, kind of spreading the word on online qual. Remarkedly, everyone has not yet tried online qual. So there’s still a lot of untapped territory out there. We’re working to spread the good word and, obviously, spread our own product word. But a lot of big stuff happening in the whole customer experience world. The video world has changed quite a bit; I think we might have touched on that before, but. All the connectivity: I’m excited about 4G going to 5G on the mobile scene because this is going to increase uploads speeds from respondents with video and pictures, which are so important to the whole online experience and the online mobile experience.
[02:47]
There’s a lot you just said. And I just want to take a step back because probably some of our audience isn’t familiar with exactly what it is that Aha! does. So, if you could just give me like the high-level overview, not too in the weeds, so that everybody can like level set with where you guys fit in the market research ecosystem.
[03:07]
We’re an online qualitative platform. We do what we call asynchronous approach, which means people come in usually on a multi-day t...
Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Marc Macellaio, Vice President of Sales at Fuel Cycle.
Contact Marc Online:
Fuel Cycle
[00:00]
Marc Macellaio, Fuel Cycle. This is the second interview I did on site at IIeX with Fuel Cycle. Fuel Cycle is a marketing research cloud platform that allows you... They have their own set of solutions and also you can plug in some external tools that you might have as well in your research portfolio. You know for me, this is probably one of the more interesting businesses. When I think about my next thing, I definitely feel like there’s an element of their API-driven marketplace yadi-yadi-yada that is real interesting. But I’d encourage you to think about the last 12 years that they’ve been in business: how they have evolved and stayed, not just relevant, but actually move more, more towards the cutting edge of technology and adding value to our ecosystem. Enjoy.
[00:50]
I am sitting here with the head of sales, Marc, at Fuel Cycle. Marc, thanks for joining me on the Happy Market Research Podcast.
[00:56]
Thanks for having me. Really appreciate it.
[00:57]
Alright, cool, man. What do you think about the show? IIeX, this is Day 3. I’m a little tired
[01:02]
I’m a little tired, but we’re having a blast. A lot of energy and really innovative tools out there.
[01:07]
You guys have a nice presence in the North Hall, I think, or South Hall.
[01:10]
Yeah, one of the two. The one with the big, orange pillows in the couches, everything, yeah. Can’t miss us.
[01:16]
Right, totally. So, were you at last year’s IIex?
[01:20
I was.
[01:20]
What do you think about the difference in venues?
[01:21]
I love this venue. Obviously, it’s larger, more space. I think more energy. I mean it’s easier to get around and a... The last year just getting too large, I guess, people kind of getting shoved out. So this has been great.
[01:34]
Have you been able to attend any sessions?
[01:36]
A handful of sessions, yeah. Mainly, I’m kind of working the room, working the booth, that kind of thing. But, yeah, a lot of really good information around and talks around AI and sort of what’s next around market research. So really cool.
[01:46]
So, let’s talk about Fuel Cycle. You guys are a, from my understanding, a comprehensive, end-to-end research technology platform that allows community management and then you also have your own tools for conducting qualitative research. Is that right?
[02:00]
That’s correct, yep.
[02:01]
And then, in addition to that, you have the capacity through your API’s to interact with other third-party tools like Voxpopme or SurveyGizmo or whatever.
[02:11]
Typically, when people work with us, they’ll say, “Hey, we want to build a community.” And so, we’ll put together a community that allows them to do both the qualitative - discussion boards, diary studies, live chats, video IDI’s, video focus groups (mobile, by the way). But also, it comes with our SurveyGizmo partner Quant Solutions. So, it allows them to do again the quant and the qual and connect all the data in one community environment, right?
[02:34]
Got it. It makes a lot of sense to me. So, how long have you guys been working with SurveyGizmo?
[02:38]
Last probably three to four years now.
[02:40]
OK, good. And how long have you been around? ‘Cause you’ve really been popping for the last two years. I didn’t hear a lot about you before.
[02:46]
You know about four or five years ago, we revamped our whole platform, calling it really Fuel Cycle, and it’s really changed the game.
Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Manish Mittal, Senior Vice President - Business Head at Course5.
Contact Manish Online:
Course5
[00:00]
Manish Mittal and I basically grew up together in the market research space. He started a company called Cross-Tab way back when. It’s now been rebranded into Course5. He’s going to talk about the three pillars of Course5 and the evolution and how he has been able and his team has been able to drive successfully year-over-year growth. They’re are now over 1,000 people, continue to make pivots and major changes, and continue to be disruptive and add a lot of value to market research professionals. Enjoy.
[00:32]
So, my guest today is Manish with Course5, course5i.com, if you’re looking for them. Tell me a little bit about your business.
[00:41]
Right, I think we have a slightly diverse kind of a business, if I have to bracket it into three parts of that business. So, one is what we call a market research AI business. I lead that business. Then there is a digital analytics business. And then we have what we call as market intelligence business. Those are the three businesses. We started with a company called Cross-Tab, which was more of a market research operations. Then we also delved into this more of a market intelligence kind of a business by the name Blueocean Market Intelligence. Recently, a year back, we merged the two businesses and we called it Course5i. And the whole idea of naming this as Course5 is the fifth course, which is the future is what we’re trying to help the clients with.
[01:31]
I think that’s really clever. I was checking out your website earlier today. And Cross-Tab, I was actually a fan of back in the early days. You guys started (I might be misremembering) but I want to say it was around like 2004 or 2003, maybe even.
[01:45]
Yeah, I think 2001, 2002 when we started. You’re two off.
[01:50]
Then I remember you guys in the trade show circuits, of course. It was a very interesting value prop. And I think it’s really smart how you have evolved your business to accommodate the changes in the market research space, which a lot of firms don’t actually successfully navigate those pivots. Talk to me about from Cross-Tab to now Course5, where you’re plotting the future. I mean that’s a BIG difference, right? What is one of the big challenges that the company has faced going through that transition?
[02:25]
I think one of the biggest challenges has been about the change itself. We are almost 1,000 people employed in the company. And I think there is a huge amount of inertia. You have been doing a certain way all these years, and now the change you want to bring in. So when we are trying to move in that direction, maybe you want to bring in that digital transformation in any piece of our business and also in the research piece of business. So, the biggest, the hardest of the change are both internal as well as external. The team itself, while they’re excited, but at the same time, there is a question in terms of, “Is it going to be the next thing?”, “Is it the right approach?” And the same with the clients were used to a certain style of dealing with the organization. And they’re feeling that kind of a change. In many cases, they are very welcoming; they’re very excited but, I think, as an industry, the market research industry, if you look at the genesis of this industry, it has been pretty slow in terms of adoption of that kind of a change. I think that’s what we are seeing, but I think we are not losing out. I think we believe that’s the future. And we are hanging on to that, and I think it’s just a matter of time and people will start appreciating and accep...
Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Laura Drews Freund, CEO and Executive Search Consultant at Cranbrook Search Consultants.
Contact Laura Online:
Cranbrook Search Consultants
[00:00]
There’s been a ton of consolidation in the market research space over the last year. Dynata has done a number of acquisitions. There’s been quite a few others. Just follow MR web if you don’t know what’s happening. All those individuals that have been displaced need jobs and, at the same time, one of the No. 1 things I hear from insights professionals inside of brands is that they’re looking to hire. Laura with Cranbrook Search Consultants is a really good contact for you to make if you are looking for a job or you’re looking to place somebody. In her interview, we talk about tips and tricks for both finding good talent as well as making yourself very attractive for prospective hires. So, I hope you find value here. As always, you can find her contact information in the show notes.
[00:51]
Cranbrook Search Consultants. I’m here with the CEO, Laura. How are you today?
[00:58]
I’m doing very well. Anxious to get downstairs. It’s actually a pretty good setup this year: there’s multiple, separate rooms; excellent food as usual; some charging stations. So I like the setup so far.
[01:11]
Yeah, I like it too. You know they’ve got just over 100 additional participants in this year’s show versus last year, which was bursting at the seams, which I think is a big deal because it was in Atlanta historically and this is the first year they moved out of that market, which usually you’d see sort of a decrease in attendance, I would think.
[01:28]
Right. I think because they moved it out of that one in Georgia, it probably encouraged people because remember there was just that one hallway that had all the booths.
[01:38]
I do, yeah. You could barely move.
[01:42]
Yes, I thought that was too crowded.
[01:44]
Yeah, it was super... It had the feeling of a house party.
[01:46]
Which isn’t bad.
[01:48]
No, it’s not. I know. I kind of liked it, to be honest, but …
[01:51]
We’re kind of having a party here.
[01:52]
I agree.
[01:53]
This is a party.
[01:54]
Totally. So, you’ve been in the market research space for quite a while.
[01:57]
Yes.
[01:57]
Tell me a little bit about what it is that you guys do.
[02:01]
So, we hire full-time, permanent professionals within the market research space. So it can go pretty much business developers; it can be more C-level; and, generally, I would say director on up. People don’t usually come to us for, say, analyst-level roles unless there’s ten that they need immediately.
[02:25]
So it’s like scale-type thing, right, yeah, totally. There’s a couple of different matchmaker-type service companies inside of our space, as you know. And, of course, you know who all of them are. What is sort of the point of differentiation?
[02:37]
We have a value prop that I think is kind of unique. First of all, my business partner, Matt O’Mara, was a researcher; so, he really talks the talk.
[02:51]
Understands the... yep.
[02:54]
And so, if there’s some probing that we need to do to really qualify the job, he knows how to get there from a research perspective. So, he’s a researcher turned recruiter. I have been a market research recruiter since Day 1. I’ve never recruited for like cell phone sales people or anything like that. So, I started out as an outside recruiter at an external firm. Then I worked for TNS for five years. Then I was recruited by GFK. So, I worked at GFK for a couple years and then back at Kantar for anoth...
Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Kerry Edelstein, President and Founder of Research Narrative.
Contact Kerry Online:
Research Narrative
[00:00]
Kerry Edelstein, Research Narrative, Live with me at IIEX on the Happy Market Research Podcast. We do a real quick but yet deep dive in what Research Narrative does. They’re a full-service market research agency. But enough from me, we’ll let you hear from her.
[00:17]
I’m here with Kerry Edelstein.
[00:20]
That’s correct.
[00:21]
Research Narrative.
[00:23]
Hello, happy to be here.
[00:24]
Yep. Happy Market Research Podcast. We are Day 1 of IIEX in Austin. What do you think?
[00:29]
I literally just arrived, like ten minutes ago. Gosh, there’s got to be easily like 100 different companies in the research technology space to go look at, and I maybe know a dozen of them. I’m super excited to check out what’s here and see all the innovative ideas. I came of age in market research as we were making the transition from telephone to online research; so, I love seeing new and cool things and thinking about how we can integrate that into our business. I’m excited.
[00:59]
Yeah, for sure. Well, you guys have been around for quite a while.
[01:01]
Yeah, we’re going to hitting our eight-year anniversary this fall, which is pretty exciting. It feels like it was just yesterday that we started it but I’m like, “Wow, we’re actually approaching a decade pretty soon.” It goes fast.
[01:11]
It’s a big milestone, honestly.
[01:12]
It is.
[01:13]
You know the... So, one of the questions that I ask in the regular podcast interviews that we do is “What is one of the biggest challenges in market research that you face today?” And usually these are like heads of insights and brands or whatever. So, there’s two things I hear. One of those things, which is very regular, is storytelling. And connecting that to your company’s name, Research Narrative, I think is super interesting, right?
[01:37]
And not an accident. That’s actually why we (1) called in that and (2) came up with the philosophy that we did, which is that... I was actually working in an online video company, running research and analytics before I started Research Narrative, and this was the number 1 challenge we had. It’s just literally too much data and not enough people to make sense of what it means and to break it down into a narrative that had business implications and action steps associated with it. And so, we started this mantra at that job of research has to tell a story. Otherwise, why are we doing this? And so, when I left that job, I thought there needs to be a company whose primary focus is making sure that the research that we’re doing is telling a story. That has to include analytics as well; it can’t just include consumer insights anymore. The two have become married. So the genesis of RN was actually intentionally a hybrid of data and story from the outset.
[02:36]
Of course, we got interrupted by Joaquim Bretcha, one of my good friends.
[02:39]
Hello, we’re posing for a picture.
[02:41]
Yea, President of ESOMAR. Sir, how are you today?
[02:43] – [Joaquim in background]
Hello, nice seeing you.
[02:44]
Hi, nice to meet you and see you.
[02:47]
Research Narrative.
[02:48]
Hi, we’re just talking about storytelling with data.
[02:51] [Joaquim]
OK.
[02:52]
So, this guy is actually a master storyteller, but this is not about him right now. This is about you.
[02:58] [Joaquim]
This is a very nice spot, by the way.
[03:00]
Thank you very much. Yeah, I feel very fortunate.
Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Joaquim Bretcha, President of ESOMAR and International Director at Netquest.
Contact Joaquim Online:
ESOMAR
Netquest
[00:00]
Joaquim Bretcha, Netquest, el Presidente of ESOMAR. You all know him. He talks to us today about the importance of May 2, 2019. By the time you’re hearing this, that date has passed, but I would encourage you to mark it on your calendar. I have certainly done that. It’ll be a much bigger deal going into 2020. This is the Market Research and Insights…. It’s been institutionalized as our day by the U.N. This is a really, really big deal. And the hashtag that you’re going to want to use on social media (Instagram, LinkedIn, and Twitter) is #celebratemr; again, that’s #celebratemr. If you want to see some of the interactions that have already taken place as well as interact with those individuals, of course, you can always go onto Twitter or your platform of choice and enter that hashtag. I recommend sorting it by “latest” as opposed to “top,” but certainly do both. And it’ll provide you a really good set of contacts of individuals who are interacting on those social platforms. The hack there is some of them are brands, and some of them are agencies. It’s a great opportunity for you to start interacting and learning who is active on social that is inside of your target market or your buyer. Enjoy.
[01:26]
My guest today on the Happy Market Research Podcast as you all know El Jefe with ESOMAR, el Presidente, right?
[01:33]
El President. That’s in Catalan.
[01:38]
Joaquim.
[01:42]
Joaquim, yes.
[01:43]
Ah good, did it right. I always want to change it. Sorry about that, Bretcha.
[01:46]
That’s OK, OK.
[04:47]
I do feel bad about that. So, anyway, tell me what’s going on May 2nd?
[01:51]
May 2nd. May 2nd is the Day of Market Research and Insights institutionalized by the U.N. since last year. So, our colleagues from Turkey, the Turkish Association, they did all the process. So, today the 2nd of May is our day. We will be heroes for one day.
[02:11]
For one day. Bowie, who sang that song?
[02:15]
David Bowie.
[02:15]
David Bowie. That’s right, yeah. Gosh, that’s going to be the intro song for this episode if I can legally do it.
[02:20]
That’s good idea. We should just be playing this song all day.
[02:24]
So, is there a special hashtag that we should be using on social media?
[02:27]
It’s #celebratemr.
[02:29]
Got it. So, a lot of attention. I’ll be putting a lot of focus in LinkedIn, Twitter; a little bit of focus in Instagram and Facebook. But those’ll be my number 1 and 2 platforms. ESOMAR is going to be, I’d imagine, active that day on social media.
[02:46]
Yeah, from ESOMAR we took that day very seriously. So we are promoting a joint effort from the whole bodies, all bodies of industry that want to embrace this initiative. It’s not just an ESOMAR initiative. We promote it, but we want everybody to embrace that because it’s for the industry; it’s for the professionals of this industry. We do not want to take the protagonism; we don’t want to be the “OK, this is an ESOMAR thing.” No, we want... So, we have asked our local representatives; we have been in touch with many national associations as well with trade magazines and media.
[03:28]
GreenBook, Insights Association, yeah.
[03:30]
So, ESOMAR, we’re one among the others, so one of them. And we would like to... that this is the day of the professionals of this industry. And there is a shoot-out of pride, but at the same time, “Hey, we’re responsible for many, many important things in our society.
Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Jennifer Lauture, Marketing and Analytics Research Manager at TD Ameritrade.
Contact Jennifer Online:
TD Ameritrade
[00:00]
Jennifer Lauture, TD Ameritrade. You all know the company. She’s a proven insights professional. She was actually a speaker at IIEX in Austin this year. She’s got a really unique point of view with market research and its applications inside of the brand ecosystem and how it is utilized by TD Ameritrade and others to make business decisions. A lot of value here. I’ve also included a link directly to Jennifer on LinkedIn in the show notes. Hope you enjoy.
[00:34]
I have Jennifer Lauture, TD Ameritrade. Tell me what you think about IIEX this year.
[00:42]
I think it’s fantastic. This is the first time I’ve been here. I like the fact that it’s not so large that I can’t talk to somebody. I like the fact that it’s small enough for me to feel like I can get to know people in a smaller context. I was at Qualtrics about two months ago.
[01:05]
That was an epic adventure, right?
[01:07]
That was huge. That was 10,000 people. This is much smaller; it’s more intimate. I feel like it’s warmer too in a lot of respects.
[01:19]
Yeah, I agree. I think that this is a... From a value perspective, if you want to hear some top minds motivate you, you’re not going to be Qualtrics. But if you’re looking for interaction with the under-the-surface part of the iceberg, then... GreenBook does a great job in putting on IIEX, allowing us to create really the connections, understanding who’s entering into market research from a technology perspective, what are the unique applications of that technology, how can I actually apply that to my day-to-day life as a market researcher.
[01:59]
Yeah, that’s exactly why I like being here and what attracted me to this conference is because we’re always on the lookout for new vendors and I have no idea how to get to know them or how to get to know their product, except this incredibly formal: “Dear, So-and-So: I’m interested in your product and it looks like your website has some stuff. Come and present for me.” And it’s incredibly scripted and very formal. And then there’s this expectation. It’s a little bit like dating. This is much more informal. You can get to know your providers and what they offer without a lot of pressure to carry through the relationship, and you just pick the ones that are right for you.
[02:47]
Totally. So, what have you seen that’s interesting so far?
[02:49]
So far, I think the way that certain companies are creating communities for feedback, that’s incredibly interesting because that’s a lot faster than how we’re used to doing things at my company. I might say a good research project is a four-week-time turnaround. And now people are saying, “Oh, yeah, we could probably do it in two weeks; we could probably do it in one week if you needed to.” And I was in a workshop yesterday that really within the span of an hour, we did a co-creation session.
[03:27]
Fun. An hour.
[03:28]
An hour!
[03:29]
That’s crazy, right?
[03:31]
Yes. And, you know I try to push my vendors to try to do that. And maybe sometimes, it’s for very small, very quick-hit projects. Now I know where to go.
[03:48]
Absolutely. That’s awesome. I think it’s really neat seeing the diversity. Did you go to the WIRe event last night?
[03:56]
I did.
[03:57]
That was cool.
[03:59]
Yes, that was very cool. It was at the Hotel Ella.
[04:02]
Yeah, which is a killer bar.
[04:03]
Yes, it is a killer bar, and I happened to be staying there. And I was like, “Why not?
Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews James Norman, CEO and President of Pilotly.
Contact James Online:
Pilotly
[00:00]
James Norman, one of my favorite entrepreneurs in this space. The name of his company is Pilot.ly. They are an innovative, video-based platform. Respondents are exposed to any length of video from seconds to hours, and that feedback is automatically processed, analyzed, and delivered to you as the consumer. And it really helps streamline the overall creative process. Enjoy the episode. You can always find James or any of his crew at the business.pilot.ly website. Enjoy.
[00:42]
Happy Market Research Podcast. My guest today is James Norman, the founder, CEO of Pilot.ly?
[00:48]
Yep.
[00:48]
Yep. We are live at IIeX in Austin, Day 2. When did you get in?
[00:55]
Yesterday morning.
[00:56]
So, you’ve been here for the whole conference. Any standout moments for you?
[01:00]
Not quite yet. I’ve just been getting calibrated. I went into a couple workshops, and I thought they were pretty interactive. So, that was cool to be able to like jump in our people’s platforms and kind of walk through the demo with them. So, I think that’s definitely something different than what I’ve seen in other places. I’ve just been running into people; run into you, which is cool.
[01:20]
Thank you. It’s an honor to run into you as well. We’ve had a couple of phone conversations. And I knew what you looked like on LinkedIn, but like context is really weird. And so..
[01:28]
Right. I’m probably much larger than maybe you thought.
[01:31]
You are, you’re a tall guy. We introduced... I can’t remember if you came up to me or vice versa, but you said, “I’m James.” And it was just like funny little moment where it took me, I don’t know, a minute. “Oh, you’re James.” It’s just funny. Tell me about Pilot.ly.
[01:49]
I mean Pilot.ly is all about understanding the audience and using that understanding to make better business decisions. And so, it all kind of started back when I learned about the traditional process of understanding content. Similar processes were being used to understand products and audio and whatever else. But video is so much more complex. And so, I thought the things that people were doing and the things they say to me about what they do were very applicable when they came up with those processes. If you were to be back in the 80s and you said, “Hey, I need to understand this promo or this TV show.” It would be a viable idea to put 30 people in a room or 20 people in a room and have a conversation. But the lead time in doing something like that, the cost of something like that, the lack of ability to potentially do it at a rapid pace to get the actual audience you need to hear from, that process doesn’t make as much sense anymore. And in today’s modern time, people are used to responding to things online and giving feedback. And so, you can actually with the right user experience get a pretty robust point of response from a consumer or your audience.
[03:02]
And we’re consuming video at a rapid... and it’s increasing too. Not only is it the Number 1, it’s also the volume by which we’re consuming it is much greater as well. So, people are getting a little more comfortable with communicating through video and then also they’re getting more comfortable with seeing it as truth like it’s a surrogate for an in-person conversation.
[03:22]
Exactly.
[03:22]
So, are you dealing with recorded snippets or are you dealing with more conversational like real-time video?
[03:32]
For us, the only way that we deal with actual people’s faces is we’re integrating a Voxpopme ...
Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Hannibal Brooks, Insight Associate at Olson Zaltman.
Contact Hannibal Online:
Olson Zaltman
[00:00]
Hannibal Brooks is the name of my guest; Olson Zaltman is the name of his company or the company that he works for. Olson Zaltman is a founder of the System 1, or one involved in the System 1 framework, as I understand it. So, they’ve got a ton of pedigree and knowledge, deep understanding of consumer purchase behavior at a System 1 level, at a habitual-type level. And they have a really interesting marketing research approach, which goes beyond just traditional research to reveal deeper insights. Enjoy.
[00:35]
I’m with Hannibal Brooks, which is the coolest name on the podcast in the history so far. And he is with Olson...
[00:45]
Zaltman.
[00:47]
Zaltman. Thank you very much. Sorry about that. So, we are live at IIeX, and I’m super excited to have you on the show.
[00:56]
I’m super excited to be here.
[00:56]
What do you think?
[00:57]
You know I have loved the presentations I’ve seen so far: tons of new application for AI, market research, people getting into the quant of things. I saw a really great presentation on the AI analysis of CPG packages that I thought was just great among other things. Tons of great presentations.
[01:13]
So a lot of value. Have you been to many market research conferences?
[01:16]
No, this is my first one.
[01:17]
So, tell me a little bit about what you guys do.
[01:20]
Yeah, so at Olson Zaltman, we’re all about understanding the unconscious mind. A lot of people refer to it now as System 1, but our founder, Gerald Zaltman, or one of our co-founders, actually developed the concept and founded Harvard’s Mind of the Market Lab. So that’s where these ideas were explored. He decided to do some consulting, patented our technique – the Zaltman Metaphor Elicitation Technique – and ultimately became hugely popular. So now we basically investigate the unconscious, and we look at a few different areas. One thing that’s kind of unique is... Laddering has definitely been popular, but really it’s using images and metaphors to explore the unconscious. And a lot of that is also built around laddering. If you show someone a picture of a whale, you know you could give them huge scientific description or you can just show an image, and it’s, honestly, worth more than as 1,000 words. That sort of thing.
[02:14]
So, talk to me a little bit more about laddering.
[02:15]
Right, so laddering is about looking at the attributes of a product first. And so, that’s one thing that’s at the surface-level details, but, ultimately, getting from there through to emotional cues. And so, you look at things like, “Here’s a product someone has.” “Here’s an attribute.” “Here are its functional benefits.” “Here are psycho-social benefits.” “Here’s the emotion that it leads to.” And you, ultimately get to an identity. And all that takes place in a setting with three different factors. You have like the behavior; you have the mind; and you have the environment. And those are three different things ‘cause, if you think about... Let’s say you’re buying a broom, right? From a mind perspective, you can say, “I’m a person who likes being clean. It’s time for me to do some cleaning.” So then you get a broom. So that’s the mind. The behavioral side would be, “I was getting ready to clean up ‘cause I like cleaning up, and I noticed my broom was dirty. So I ordered a new one on Amazon.” And then the environmental side would be some like: You are on Amazon or some shopping place, browsing. And then you’re like,
Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Forrest Sallee, Sales Director at Invoke
Contact Forrest Online:
Invoke
[00:00]
Forrest with Invoke. Invoke has built a unique, consumer-driven, decision-making platform. I actually have never come across anything exactly like this before. It’s worth taking a look at their website. You can find that information in the show notes. Forrest is a fantastic guest. We had some interesting back-and-forth regarding the new venue with IIEX and their U.S. location in Austin. Hope you find this to be a fun, entertaining, and also educational episode.
[00:30]
So, my guest today is Forrest, big qual decisions. Invoke is the name of the company. Thank you so much for being on the Happy Market Research Podcast.
[00:41]
Thank you so much for having me.
[00:42]
So, tell me a little bit about your experience at IIEX in Austin this year.
[00:46]
I love IIEX. This is actually my second year. I was here two years ago back in Atlanta, and so far it’s going great this year as well: having some great conversations. I love the energy of this show in particular. I enjoy conferences in general but sort of the forward-looking, innovation aspect of IIEX is, I think, is really special, and you just got a lot of time to really have in-depth conversations with a lot of folks.
[01:06]
Yeah. Are you guys exhibiting?
[01:07]
We are.
[01:08]
Where are you?
[01:09]
Over in the south gallery. We are right by the coffee.
[01:11]
Be honest. What do you think about the new show floor, the exhibit floor?
[01:18]
I like it just fine.
[01:19]
Yeah, good.
[01:20]
Yeah, yeah. I only have one other show to compare it to in terms of IIEX, but I think it’s great. I’m enjoying it. You have different levels and breakout rooms. It’s working for me.
[01:29]
I actually really like it too. So, I’ll tell you: it’s probably 50-50. It feels like Coke versus Pepsi, right? Some of the complaints, I think, have been happening on the show floor with the narrowness of hallway, which kind of creates a little bit more of a cramped environment. But what I really like about it is it has so much energy when you’re on that floor. Even when you’re in the halls, it’s just like a ton of activity. And I thought they were really smart about being tactical with coffee placement. So, you got to go in those halls if you want caffeine or yummies or whatever, right?
[02:07]
Exactly.
[02:08]
Throw-out question: You’ve walked the floor?
What’s the best tchotchke you’ve seen?
[02:14]
Oh, boy. That’s a good question. You know I’m just going to – not to give a shameless plug – but we’re giving out these wall chargers, and then I noticed that somebody else was giving away USB; so, I felt like we had a special connection between our two booths because if your phone’s dead that you can stop by our booth.
[02:32]
I’m totally going to stop by.
[02:33]
Stop by.
[02:33]
I forgot my wall charger.
[02:34]
Stop by. We got a ton of them.
[02:36]
Oh, that’s great.
[02:37]
You can have two or three.
[02:38]
OK, cool. Gosh, that’s great. Thank you. So, tell me a little bit about your company. What are you guys doing?
[02:46]
So, we are Invoke. We do live shared-experience concept testing. And let’s apply the term “concept” broadly. So not just a product concept although we could certainly handle that, but packaging concepts, names, message testing. Really anything that you could share electronically, we can test it. And then what makes Invoke really special is that we’ll pre-recruit and we’ll develop the discussion guide a...
Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews David Wolfe, Prinicipal at Inguo.
Contact David Online:
Inguo
[00:00]
David Wolfe. Inguo is the name of the company. They’re an NEC spin-out of the AI laboratories at NEC Corporation in Japan. David’s got a really interesting background, including Olympic-level wrestling in the United States for those of you who are fans of that. We don’t actually dive into it, but it was certainly worth mentioning. I thought that was fascinating seeing that kind of background and then coming into market research. They have AI-empowered insights discovery tool. It’s the first of its kind in the data science industry; it’s got a ton of automation and value that it can bring. They’re very early in their inception, and I think it’s a great time if you’re looking for AI-empowered insights and discovery that you’d take advantage of at least picking up the phone and having a conversation with David. Enjoy.
[00:48]
My guest today is David Wolfe, principal of Inguo.
[00:51]
So, I started my career after grad school in international policy. So my original background is linguistics, cultural anthropology, and international policies. So, I have an M.A. in international policy from the Monterey Institute, now known as the Middlebury Institute. I worked for a firm in Washington, D.C., focusing on the Kashmir dispute where I was working with India and Pakistan, but basically trying to give a voice to the people of Kashmir because they are just basically innocent by-standers caught in the middle of nothing. But I will leave it at that ‘cause that’s a touchy subject and don’t want to scare people away.
[01:27]
I hear you. I think that’s great. That’s an interesting... There are a couple of things there that are really interesting there for me. One is that you’re talking about adding voice to a subset of the population that doesn’t have voice, which in a lot of ways is the fundamental core tenet of market research. So it’s about uncovering the hidden truth, sometimes the ugly truth, so that brands can better deliver on their customer promise.
[01:52]
That’s correct, 100%.
So, I also in my studies studied mass communications, but mass communications from a critical theory point of view. So looking at things like for urban planning and information cities and how we can utilize technology to make us better as a society. But not looking at societies as a “one size fit all” because we are a big, diverse world. So how we can utilize this to ingratiate each other without imposing our culture or someone else’s culture whatever on someone else but meeting in the middle and finding understand, which I think market research now is really trying to do that and find the humanity within market research. And so, that was what drew me into this.
[02:36]
At a macro-level brands are doing the same thing. So, this is what I find so interesting, and I’ve said this before: It used to be the case of brands were who they said they were and now they are who their customer says they are. So this paradigm shift that happened when Facebook started really... And now it’s at scale inside of our world, and everybody is aware of it. And so, if you’re going to outperform the indices, your peer group, as an organization, the question is really how good are employing and activating insights inside of your decision-making. So you’ve GOT to be empathetic towards what the customer’s needs are in order to win in today’s marketplace.
[03:21]
That’s right, that’s right. So you really need to understand the humanity level, rather than just seeing someone as a number or as a consumer, as a dollar sign, or a yen or something like that,
Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews David Paull, CEO of Engagious.
Contact David Online:
Engagious
[00:00]
This conversation with David Paull, CEO-Founder of Engagious and Dialsmith, offers a unique perspective on his business where he’s finding traction in the marketplace and adding value to his customers. The other part that I think is real interesting is he’s incorporated in the Engagious podcast an interesting marketing spin that I think all of us as marketing research agency owners should at least start thinking about. And his particular spin on this podcast is centric to connecting the dots between our discipline of market research and then other disciplines like aeronautics and chemistry and physics and whatever kind of stuff, creating more of a holistic point of view of data insights. So, I hope you enjoy the episode. As always, you can reach David Paull in the show notes. Thanks so much. Enjoy.
[01:02]
My guest today is David Paull, CEO of Engagious. Sir, thanks for being on the Happy Market Research Podcast.
[01:08]
Thanks for having me. Appreciate it.
[01:09]
It is an honor to have a fellow podcaster on the show.
[01:13]
Yeah, I know. I love that too, and anything we can do to support each other and get more quality content out into the industry is awesome.
[01:21]
Totally, totally. Now, you’ve been on my show before, right?
[01:24]
Yes, sir.
[01:24]
And that was a great episode. I can’t remember the number of it, but I’ll post it in the show notes for those that want to like do a deep dive with you. These are a little like micro-episodes that I throw up based on the different events, which has been really fun. First year in Austin at IIeX, what are your thoughts?
[01:40]
I think this is a great location. I imagine it draws a lot of people because it’s a cool spot. This venue is good, and I like the format that they’re doing this year. I like the quick 15--20-minute sessions. I think they’re tapping into people’s attention spans. It’s probably a lot like you’re learning and I’m learning with this format. Early on, I started with longer form 45 minutes, some were pushing an hour. I figured Tim Ferris can do it; I can too, but...
[02:12]
And Joe Rogan, two hours.
[02:13]
Yeah, right. But that really doesn’t work. So I think those 15--20-minute bites are just right. So, so far, I like it a lot.
[02:21]
Me, too. It’s funny like show format-wise, I’ve been struggling with that because I have a standardized eight questions that I ask. And I’m very sort of rigid on that piece, but at the same time, the rule of thumb is you have to earn right for attention every 20 seconds. So you really got to start pressing in as a host on “How can I create engagement – basically sound bites – every 20 seconds,” which is hard.
[02:48]
Yeah, well, because a lot of guests, they’re not professional guests. They’re professionals in their own field and you get them talking about it and they’re talking and talking and talking. And while it’s important and fascinating, it’s not in 20-second sound bites.
[03:02]
Exactly right, especially researchers. But it’s fun, it’s fun. It’s such a great group. So, this is Day 2. What highlights do you have of the show so far?
[03:14]
Ah, I have been personally taking away a lot from challenges that this industry’s having marketing itself. I get that from a lot of these events. Sales and marketing related to the market research industry: everybody says it we’re great at research; we’re not great at marketing and positioning and selling what we do. So I’m always looking for new ways to help do that,
Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Casey Bernard, Marketing Research Consultant and Podcast Producer at Nimble Modern Radio.
Contact Casey Online:
Nimble Modern Radio
[00:00]
This guest, Casey Bernard, Nimble Modern Radio, is one of the top conversations I’ve had. I think, obviously, that podcasting has a very relevant place inside of market research, specifically around storytelling at scale. Actually, producing and then distributing your content so that it can be consumed by your constituents inside of your organization when and where they want is really, really important. It helps educate your audience and your constituents prior to coming together as a group and can actually create a major shortcut with getting everybody on the same page and then moving the business forward, empowering the insights. I hope you find a lot of value in this particular interview. Please look her up. She has an amazing business that is flourishing, and anything that we can do to help this particular company as an Insights Nation would be greatly appreciated. Enjoy.
[01:03]
Nimble Modern Radio, Breaking Research is the name of the podcast; Casey is the name of the founder and host. It is an honor to have another podcaster on my show. So thanks so much.
[01:17]
Sure, thanks for having me.
[01:18]
We are live at IIEX here in Austin. Have you been to the show before?
[01:23]
I have not.
[01:24]
What do you think?
[01:24]
It’s great. It’s my hometown. So it was really convenient.
[01:27]
You’re actually based in Austin?
[01:28]
Yeah.
[01:29]
Well, this is super easy for you.
[01:29]
Yeah.
[01:30]
OK, got it. When did you start the business?
[01:33]
Well, I was Nimble Market Research for a while. I’ve been on my own since about 2009 as a qualitative moderator. And last year, I started thinking about podcasting because I have been moonlighting for a couple of years doing a podcast with a friend of mine, who has a YouTube channel and we talk about knitting. So, that podcast has been successful, and I thought how can I incorporate my two jobs, basically. So I started thinking... exploring podcasts for marketing research. And so, last year, I decided to transfer into a podcast production company, I guess we’d say.
[02:12]
I mean it’s a big leap. Podcaster jumping... They’re growing right now but, honestly, in this space, there’s not a lot of appreciation for the value that they create.
[02:23]
Right.
[02:24]
The connection that can be made with a listener is remarkable in this format versus, honestly, any other format: YouTube, social media. It’s just a totally unique opportunity to connect. My theory – and I’m interested in your perspective on this – is that it’s because we help occupy the brain during times of monotony. It’s like: tune in, I’m mowing the lawn (It’s like my go-to example), do my honey-does, or it’s my 51 minutes a day that I commute, whatever it is. There’s like that voice is in my ear and I kind of look forward to it.
[03:00]
Yeah, you feel like friends.
[03:03]
Yeah, exactly, exactly.
[03:04]
Yeah, well, I’m taking it from kind of a different angle because, for research purposes, so many people are asking for “Just give me like the 5-minute download” or “I don’t have time to read...” or “I don’t want to ready another 100-page PowerPoint slide.” Like you’re hearing that more and more at conferences. So, it was like how can we give that 5-minute download, but maybe you’re on a plane, traveling for work, or you’re commuting into work that day. You don’t want to look at the PowerPoint deck.
Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Andy Greenawalt, CEO of OdinAnswers.
Contact Andy Online:
OdinAnswers
[00:00]
I had a phone conversation with Andy Greenawalt, Odin Answers, the day that they actually rebranded from OdinText to OdinAnswers. Those of you who don’t know Tom Anderson’s the founder of that company and until recently has been the CEO. Andy’s assumed the role and begun with a bang. I’ll say I really liked this conversation, hearing about how OdinText has pivoted based on where the market is right now and where they believe it’s going. They’re focusing a lot more on what is going out, in other words, where the point of value is and how to get inside of sentiment analysis and how to get to that sentiment analysis and that value to really power business insight. As always, you can find his information in the show notes.
[00:47]
My guest today is Andy Greenawalt with OdinText, and we are live at IIEX in Austin. How are you today?
[00:57]
I’m doing great, doing great. Great to be in Austin and great to be on the podcast.
[01:01]
Yeah, thanks so much for joining me. We are sitting here in the beautiful... like art behind me, right? It’s not a bad venue.
[01:08]
Jackson Pollack went large-scale here.
[01:11]
Exactly, well done. What do you guys think about the show so far?
[01:15]
I just got here. So, yes, it is successfully achieved my expectations: it is a building and everyone is here. So, I just walked in the door. It looks fantastic.
[01:27]
Well, they have some fun activities that are going one beyond the awesome speakers that they have lined up, one of which is a paint-by-numbers that is actually going on right behind you. If you’re so inclined, you can take a moment, pick a color; she gives you the corresponding number, and you literally just start. They did this in Amsterdam for the first time this year. It was really a cool piece of art, and they actually have down here at the base of the elevator. So you have to check it out. I’m like, gosh, if they keep doing this, they’re going to actually develop a pretty cool, kick-ass art collection.
[02:00]
There we go, there we go.
[02:01]
Market research meets art. It’s kind of a neat combination. So, tell me a little bit about what’s going on at OdinText.
[02:07]
So, OdinText is now OdinAnswers as of this morning. And really what that is it’s the pivot from what goes into the thing to what comes out of the thing. I came out about a year ago. I was at the Atlanta IIEX. And in working with these guys over the last year, it was clear that what we were delivering to customers wasn’t text analytics. It was something else: it was triangulating on a different piece of information and that’s what really answers is all about; it’s about the intersection between the text, the metrics, and segments – and typically microsegments – that define an answer.
[02:48]
I love that. You guys have been around for quite a while - OdinText and now OdinAnswers. Give me a little bit of framework for the ideal customer. Who is buying from you right now?
[03:01]
The ideal customer is a digital-first company. So, we found that, as we looked at our customers, they were most typically digital-first companies. So, what does that mean? It means that they’re not making physical products and they’re not selling it through traditional channels. Digital-first companies that are doing things online have so much more data, richer data, and critically more real-time data that it allows them to take the feedback loop that Answers creates and get it implemented more quickly. So they can use insights at the rate that we can create them and really...
Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Adriana Rocha, Founder and CEO of eCGlobal Research Solutions.
Contact Adriana Online:
eCGlobal Research Solutions
[00:00]
My guest is Adriana Rocha, eCGlobal Solutions. Adriana has been a mainstay inside of the market research industry, focusing on a couple of big companies: GMI, Rob Monster, back in the early days. Those of you who are old enough know he has turned into GMI at Lightspeed and now, I think, just Lightspeed. Those of you that are in Latin America know who she is. Her company is growing rapidly. She really breaks down their core value prop and how they’re bringing value to their customers consistently by creating innovation through HBO GO panels, leveraging trending shows, and using non-traditional incentives like badges to certify community members as experts. This is a great episode. Understanding entrepreneurship also through the lens of a woman in context of being a software engineer, entrepreneur, and CEO. I hope you find a lot of value and fun in it. And as always, please take the time to share this episode. Have a great day.
[00:59]
My guest today on the Happy Market Research Podcast is Adriana with eCGlobal. Thanks for being on the show.
[01:07]
Thanks, actually, I’m really happy to be here today. My pleasure.
[01:14]
Thank you. So, we are live at IIEX. There’s a lot of activity going on everywhere; it’s a little bit chaotic. What do you think about the show so far?
[01:23]
IIEX for me is always a great show to meet new people, find out about new players in the industry, see what’s going on, and also catchup on some great presentations as well. So yeah, thus far, I think it’s really good, great conference so far.
[01:39]
So, we are doing a unique interview. Normally, I do like these bit-sized snippets, but I’ve been really excited about eCGlobal as an organization, which, by the way, in all full disclosure is not a sponsor of the show or anything like that. I mean I’ve just been watching what you guys have doing in Latin America, and I feel like it’s really germane and relevant to a need I’ve been seeing surface inside of market research in general. So, I’ve wanted to do a long-form interview with you, which is what we’re going to do today. So it’s going to be slightly different than the other ones that I’ve done connected to IIEX or any other trade show for that matter. So we’re going to go ahead and get started with our trademark question. Tell me a little bit about your parents. What did they do and how did that impact your career in market research?
[02:25]
Yeah, so my father, he’s a doctor, and he’s an entrepreneur. He founded one of the first children’s hospital in the city that we live almost 50 years ago. And that hospital has become a reference in terms of pediatrician medical sciences there in Brazil. And it’s very inspiring for me not just because of his success as entrepreneur but also because of his patience for what he does and also about the mission: having a greater purpose of being an entrepreneur; helping and saving lives and kids. So it definitely has influenced who I am and what I do. That’s why I was an entrepreneur.
[03:17]
What about your mom?
[03:18]
Well, my mom, she is also an entrepreneur. She also had some retailer, you know, some stores, clothing and fashion stores. So in my family we have a...
[03:38]
The bug of entrepreneurship.
[03:40]
Correct, yes, yes.
[03:40]
So, how in the world did you wind up in market research?
[03:44]
Well, that’s a good question. So, I am a computer engineer. And before I worked with market research,
Founded in 2000, Toluna produces online surveys and manages a consumer community of over 24 million active members in 68 countries.
Prior to joining Toluna, Phil Ahad has lead marketing and product strategy teams across many different industries and has held senior level positions at CoStar, AOL and comScore.
Find Phil Online:
Website: www.toluna-group.com
Find Us Online:
Social Media: @happymrxp
This Episode's Sponsor:
Today’s podcast is sponsored by Schlesinger Quantitative, your trusted provider of global online surveys that drive the best decisions for success in the marketplace. Schlesinger Quantitative has built an entire division of experts with extensive online research experience and an unparalleled understanding of quality drivers across panel, sample, and data.
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On Episode 214, I’m interviewing Phil Ahad, EVP of Toluna, but first a word from our sponsor.
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Today’s podcast is sponsored by Schlesinger Quantitative, your trusted provider of global online surveys that drive the best decisions for success in the marketplace. Schlesinger Quantitative has built an entire division of experts with extensive online research experience and an unparalleled understanding of quality drivers across panel, sample, and data.
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Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. My guest today is Phil Ahad, EVP – Head of Products and Strategy at Toluna. Founded in 2000, Toluna produces online surveys and manages a consumer community of over 24 million active members in 68 countries. Prior to joining Toluna, Phil has led marketing and product strategy teams across many different industries and has held senior level positions at CoStar, AOL, and Comscore. Thanks very much for joining me on the Happy Market Research Podcast today.
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Yep, thanks for having me. I’m honored.
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So, tell me a little bit about your upbringing: What you parents did, and how that’s informed your career?
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So, my parents are immigrants. I’m a first generation American, I’d say here. And it’s funny ‘cause like you always hear about these immigrant stories of them coming to the United States with like $18 in their pocket and then them being like these massive successes. Actually, my family was quite opposite: My dad and his brothers came with a ton of money, and they just blew it on really bad investments or risks, whatever you want to call it, and they had to start all over. So my family is very entrepreneurial in nature. They hustle; they grind; they’re very educated. And my upbringing was kind of that. I was working with my dad and my mom at their businesses, going to school. It’s kind of lead me to where I am today here at Toluna and leading products and strategy for the group. And I like it because, although we’re a pretty decent size organization, we’re a corporate culture. We still have the entrepreneurial mindset in everything we do. And that’s why I’m here, and I’m enjoying the work I’m doing.
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The starting-over part is really interesting to me especially because, having exited FocusVision, all of a sudden, I’m kind of in a spot now where I’m quite literally starting over, right? But my parents had a similar situation where they had invested in a small farm. Then, all of a sudden, the value of the produce dropped by, roughly speaking, three-quarters. And after about three years of that, they had, ultimately, they just couldn’t make the payments anymore. And so, it was a complete reset from a financial perspective which, for me as a kid, you know they helped protect us but family-owned businesses are... The whole family feels it, right? You’re invested in that business along with your family from a work perspective. What kind of core values or lessons learned did you get when they went through that restart process?
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Yeah,
Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Rudy Bublitz, Director of Digital Taxonomy.
Contact Rudy Online:
Rudy@DigitalTaxonomy.co.uk
Digital Taxonomy
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My guest is Rudy with Digital Taxonomy. Digital Taxonomy.co.uk is name of their website. I hope you’ll check them out. It’s really an interesting combination of AI and human judgment to transform unstructured text into actionable insights. I was impressed with their framework for how to derive and pull out high quality in that really-becoming-a-crowded space. I hope you’ll check it out.
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So, my guest today is Rudy with Digital Taxonomy. Tell us a little bit about Digital Taxonomy.
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We are a software provider. We have two products in our portfolio. We focus on verbatim coding within the survey research context and that includes traditional verbatim coding where humans are employed. But our application tries to make best use of both a natural language processing, text analytics, sentiment analysis as well as a machine learning capability to try to automate the things humans do. We don’t want to replace humans; we just think it’s... you know we can optimize their performance by making best use of these tools that have been around for a while, trying to work that into a human interface. So, that’s the real struggle.
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So, talk to me a little bit about how you guys are different. There’s a couple of different text analytics companies out there in the market research space.
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A couple?
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Yes. [laughter]
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And all the freebies and all the …
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Right, and then you have AWS, you know what I mean, at scale.
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Yeah, you can go out, and you can write things in R, and you can do a lot of things on your own. But if you’re going to create an interface that humans are going to interplay with those things and control them – those different technologies, that’s a bit harder. The human interface is really the most important piece because you have to have ways for a lot of people in an organization to use the software, not just specialists. A lot of this stuff... There’s a roomful of three or four specialists that are in charge text analytics, machine learning, and they go off and do their thing. We’re trying to create an application that can be used by analysts, by coders, by DP staff, by end-customers, everyone.
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What is one of your favorite projects that you guys worked on?
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Oh, I’ve done a bunch of work. I’m kind of a Londonphile, and I’ve done a bunch of work on London hotels and restaurants, massive numbers of reviews. So, I’ve come to know the restaurant and hotel industry quite well in London, which is very helpful. Many of these are the very posh places. Using the text analytics and a combination of a little bit of human assistance, built basically my own Yelp for London for hotels and restaurants. You pick sort of the things that are important to you and the ratings of the restaurants. and I can show you selections in that category.
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So, from a workflow perspective, how do companies interact with you? Do they provide you their unstructured data in like a file or are you usually part of a quantitative study? How does it...?
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So, right now we license the software. So an agency will license the software from us. The data can come in from any form. And we have an open API as well; so, if it’s a consistent method for transporting data from tools like Decipher, from Askia, from Survey Monkey, anywhere, we can set up an automated process so that just flows, in the evening. We also have the ability to code in surveys; so,
Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Will Krieger, VP of Research America.
Contact Will Online:
WillK@ResearchAmericaInc.com
Research America
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Will Krieger, Research America, MRMW – He and I got to spend a few minutes together talking about how Research America is improving overall insights deliveries into their customers. Another piece of our conversation, which I actually thought was really interesting, is that M&A strategy that Rob Porter has put together with Research America to drive 16 successful acquisitions in just a five-year period of time. I can give you a hint as to what the solution is: It’s all about core values, fit, and culture. Enjoy.
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My guest today is Will Krieger, Research America. Will, thanks for being on the Happy Market Research Podcast.
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Thanks for having me.
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So, we’re live today at MRMW in Cincinnati, Ohio. Have you been to this show before?
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I have. First time was last year.
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OK, got it. And are you from... I know Research America has an office here, right?
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We do. Yeah, we’re in Blue Ash. If you know Cincinnati. So, northern Cincinnati. And I am from Cincinnati. I’ve been here, born and raised in Cincinnati, which is not at all uncommon in the Cincinnati area.
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Yeah, I had an employee from here. So, my previous business partner, Jayme Plunkett and I, hired out of his graduating class out of Stanford. And one of them, Alex (I forget his last name now), but was native Cincinnati. And one of the things I found out about the community is, it’s kind of like if you’re born here, you stay here.
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Exactly, and I’ve stayed here.
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Yeah, that’s right. That’s great, though.
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Family’s a big part of that.
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It is.
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Right. You’ve got the whole family here. It’s hard to break away from that.
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It’s about those core values, I think, too, right? You have like the similar world view on what’s important and that helps at a corporate level or support that at a corporate level is... If you go to a different environment, they might not think that those same values are important, and so driving you to do different behaviors that aren’t supportive.
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Very true, very true.
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Which is nice about Research America, thinking about that business as... I know Rob Porter, the CEO, very family-oriented individual. That’s nice to have that little consistency.
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Absolutely. Every company that we’ve acquired (maybe we’ll get into that) has that same kind of set of core values, if you will: Collaboration is a big one; integrity; several others. We all have the same set of core values, which helps us mesh together as a team.
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Yeah, I love that. And that’s one of the things I’ve been picking up more and more with successful companies, is that the intangible, the community that’s created inside of the organization is more important that the assets that are sold. And my these is that (and this isn’t like some Ah-ha moment that anybody’s going to have; this is well documented) is that the one piece of intellectual property that we have that keeps us differentiated in the marketplace is the relationship with the customer, right? And if you can drive that relationship internally, it’ll naturally be an extension externally.
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Mh-hmm, I agree. I would add it’s the relationship with the customer and the relationship you have with one another, right? In order to do your best work, I think it’s critical to have a team that can really gel well together, come up with great ideas,
Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Rob Pascale, President and Chief Analytics Officer at MAi Research.
Contact Rob Online:
Robmp@MAIresearch.com
MAi Research
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My guest is Robert Pascale, MAI Research. You can find him online at MAI Research.com. Love the .com by the way. They develop custom market research solutions to address important challenges. Now, this was a really interesting episode for me ‘cause I have five kids, and he uses as an example diapers. And one of their customers is a diaper company. And they were trying to figure out how to punch through from a messaging perspective. Originally, the context was all about leak prevention, but after using their proprietary text analytics, which leverages a Bayesian model, they actually discovered that diaper rash was a bigger driver of consumer intent. And communicating about the gel protection inside of the diaper is what would actually drive oversize returns. Now interestingly enough, after that company changed the messaging, Shzam! It actually took place. I hope you enjoy this episode.
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My guest today - Rob Pascale, MAI Research. Does it stand for something?
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Marketing Analysts Incorporated. Initially, that’s what it was.
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Got it.
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But recently, I guess maybe about ten years ago or so, we changed it to MAI Research.
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I like it. Yeah, IBM kind of did that. M/A/R/C Research, who you might know, Merrill Dubrow, they did that as well. And we are at MRMW. Ironically, I don’t have any idea what that stands for. Do you?
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I don’t. [laughter]
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Anyway, we’re live here in Cincinnati. What do you think about the show so far?
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It’s been good. It’s been good to reach out and let people know about what we’ve been working on. We also have a spin-off that we’ve been working on, which is Pathfinder Analytics, which is an analytics division that we’ve added into our... We’ve kind of broken out from being just an analytics department and really focuses on four primary areas, which are text analytics, which is more focused on understanding the broader ideas that people are talking about rather than trying to bring it back to absolute definitions of words. So we’re getting more of you can pick up some slang that way; you can pick up what are the ideas people really care about and how the words relate back to those ideas.
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I had a boss who used to say, actually I had a client that used to say, so yes, a boss: “I want you to do what I mean, not what I say.” Is that kind of getting to the point of the sentiment and text analytics that you’re doing?
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Yeah, and actually it’s not sentiment analysis, which does try to assign different degrees of emotion or excitement, things like that, to definitions of words. And so, what we’re doing is actually just letting the connections between the words people use in context define how the words are used. So we’re not going back to dictionary definitions; we’re not applying any kind of bias initially. We’re letting people just however they speak defines the words.
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That’s so interesting. So, it’s kind of like Brama in that you define it by what it’s not. Give me an example of a project and the outcome of that example.
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Sure. So, let’s see. There was one that we did where we scraped online reviews. This was for a diaper product. And what we were able to find out was that when people talked about leak protection, they actually talked more about the softness of the diapers than it was about the actual leak protection itself. So that actually changed the way the client thought about softness....
Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Niklas Anzinger, Commercial Lead of Strategic Insights at Dalia Research.
Contact Niklas Online:
Niklas.Anzinger@DaliaResearch.com
Dalia Research
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Niklas Anzinger, Dalia Research – fantastic presentation he gave at MRMW. This piece is super interesting to me because he talks about the importance of companies brands connecting at a niche level, or even more specific to an individual. The better they can understand the customer, what resonates with them at the individual level, the higher that content is tailored, not in a creepy way, but the higher that content is touching the needs that I have and my emotional strings, the better it is going to be able to deliver on its brand promise. And Dalia has a really interesting, both as a private market research firm, the supportive systems around it and also the proprietary mobile technology that enables this type of individualized research at scale. Hope you enjoy.
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My guest today is Niklas. Niklas, pronounce your last name again for me please.
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Anzinger.
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Happy Market Research Podcast. You’re with Dalia Research. Thanks for being on the show.
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Thanks for having me.
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We’re live at MRMW today. This is the first day. When do you speak?
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I spoke.
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You spoke already.
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Yeah, I spoke already.
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How did that go?
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It went really good. So, you always know by the number of questions that people ask, also by the quality of questions that people ask. And we had a lot of people coming over to the booth right after. I gave a similar talk one-and-a-half years ago, and there I got very little feedback. So, I’m hoping that shows that I’ve improved.
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Yeah, for sure. Tell us about your presentation.
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So, I was talking about a method to achieve precision for research results at scale. So, we’re using (and I’m talking mostly above quantitative research) traditional methods such as quota sampling to estimate, for example, the brand perception. And I gave the example of Heineken that had a marketing campaign that was supposed to reach millennials, and it didn’t go really well. This is not satisfying for researchers. So, we wanted to know how can we achieve what we want with the campaign. And I’m talking how a new statistical method called MRP is helping to measure much more precisely and what people think of a brand over time.
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So, give me a specific example, like a project that is a highlight for you.
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So, I was talking about this example. So, imagine that you are Heineken and want your marketing campaign to reach millennials but not only millennials, a very specific type of millennials. They should also play soccer and sort of be digital natives.
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Very niche audience.
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Exactly. So, the problem is when you do traditional research, you do a large survey with a 1,000 people but you only have like 20 people that fit the exact profile. So, from the answers from these 20 people, you can’t really say how well your campaign worked because, statistically speaking, these results aren’t very relevant; they’re highly prone to error. So what we did we used the alternative method to show how this specific subgroup was receptive to the marketing campaign of Heineken.
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Ah, that’s fascinating. I think winning inside of the niches is becoming more and more important, yet marketing research, I think, in general is still operating at the kind of quant, big-scale point of view. But, as brands are focusing, to your point,
Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Nihal Advani, Founder and CEO of QualSights.
Contact Nihal Online:
nihal@qualsights.com
QualSights
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Interview was with Nihal from QualSights. Getting to know the “why” is vital in consumer insights. This is why I believe that qualitative tools like Remesh or QualSights are seriously on the rise right now in market research. If I predict what’s going to happen in the next five years, I really believe that qualitative-based tools are going to do a better job of delivering conversations at scale than historically surveys have been able to do. Why is that? Because we’re seeing a constant retraction of people from taking the traditional 15-minute, even 10-minute survey. It just doesn’t fit into the context of a modern life. There’s too many competitions for our attention that draws us away from providing that insight. So the better that qualitative can be conducted at scale through quick hits of insights and really asking open-ended questions, collecting that information in a video, or audio, or a native experience for the user, that can then be analyzed and reduced to both quantitative and qualitative. So we know this is bigger than that, and we can actually start understanding the “why.” Hope you enjoy this and also hope you’ll check out Nihal online as well as QualSights at Qualsights.com.
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Nihal Advani, QualSights, MRMW. What do you think about Day 1 of the show?
[01:34]
So far, so good. It was great to see ….. Gayle from FourSquare.
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And you’re presenting, right?
[01:40]
Yes. Actually, with Gayle later today at 2 P.M.
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Gayle is Head of Insights for FourSquare, a massive data company. I thought it was probably one of the... It’s in my top 10 overall, probably top 5 overall presentations that I’ve ever heard for market research. It should be a TED Talk. It’s so much value, talking about how data drives positive business outcomes.
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Absolutely. And I would say it’s very interesting to see how she talked about how people vote with their feet and the kind of data they can provide. So it’s pretty cool.
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Yeah, spectacular, actually. So, you’re speaking with her tomorrow? Or is it today? It’s actually today.
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Today at 2 o’clock. We’re having a fireside chat.
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OK, good. What are you guys going to talk about?
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Getting to “why.” It’s all about sort of understanding consumers, and she actually talked about a portion of it, which is all precision at scale, and how in our case with QualSights, we can actually offer precision with scale in terms of consumer behavior. So, in a nutshell, those are the kinds of things we’ll be talking about as well as things around how... you know what’s it like to be at a startup and stuff.
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And you have a startup. QualSights. Tell us a little bit about that.
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Yeah, sure. It’s, in fact, like we were just saying, it’s basically understanding consumer behavior but doing that with high precision and at scale and basically being able to do remote ethnography in real time. And that’s, in an essence, what we offer. But we allow someone to use any qualitative method and, essentially, have an all-in-one platform that not just helps people capture data at scale but also analyze and present it much easier and faster.
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And that was part of her thesis is it used to be the case... Yesterday, she said, it would have been yesterday that you had to decide if it’s scale or precision. And now it’s precision at scale.
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Exactly, exactly.
[03:20]
So, video is a big part of your platform.
[03:23]
Uh-huh, absolutely.
Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Maryana Stepanova, Director of Business Development at Borderless Access.
Contact Maryana Online:
Borderless Access
[00:00]
Maryana is a vet of MRMW. This is the second time that’s she attended the show. She had a great time as did I. And we talked about some of the benefits of MRMW in that it’s a very intimate environment. She also, of course, talked about Borderless Access., her company, how they’ve been growing as a full-service market research firm but then also having a proprietary panel that has a unique “Invite-only” and validation on social media approach, ensuring high quality in their sample. Hope you enjoy this episode.
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My guest today is Maryana. Maryana?
[00:37]
That’s correct.
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Maryana, Borderless Access. What do you think about MRMW?
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I think it’s a great conference. It’s actually my second year here. It’s very private; it’s very intimate. You get to actually have a lot of one-on-one human interactions with people instead of running around and going from session to session. So I’m a fan. And it’s a beautiful hotel.
[00:59]
It is. Have you seen The Shining? It totally is the... I’m going to post this picture along with this episode just so everybody else has the context. But like...
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I mean the speakers….
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The speakers have been amazing.
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Have to feel really famous.
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[laughs] Look at this hallway.
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It’s quite a stage. Yes, wow, mmhm…
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Right, I mean that’s like the REDRUM at the end of the... Right, so, ah. Love the hotel. The venue’s great. I actually really like how the exhibit hall is connected to the auditorium or the speaking area ‘cause that feels like, in the way it has been structured, it feels like there’s no bad spot on the floor, which is nice.
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I agree. It’s beautiful.
[01:39]
So, you guys spoke yesterday. Tell us a little bit about what your company does and the talk.
[01:46]
So, we are a full-service market research consultancy. We are most famous for being kind of the pioneers for emerging markets. We have now built over 34 proprietary panels globally; obviously, started out internationally and now slowly making our way back to Europe, Key West, and Canada. We do something as small as your traditional quantitative, qualitative research to much bigger, larger things from full-service aspect like designing a questionnaire, toying around with different concepts, full analysis. We also have created different technologies to support the market research we’re already doing so that it really complements the work.
[02:37]
So, you’re a full-service market research company. In conjunction, you have a proprietary panel that you’ve built, and that’s in quite a few countries.
[02:50]
Yeah, 34 countries and they’re all from the ground up, if you will, “invite-only”. You cannot just simply go in and sign up. You have to be invited; it’s social media verification, the whole nine yards.
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Yeah, for sure.
[03:05]
We take it very seriously. That’s our baby.
[03:07]
Yeah, no kidding, huh. It’s interesting how access to consumers is becoming more and more of a barrier, especially in light of privacy changes.
[03:15]
That’s correct, especially in Europe. It’s more stringent. Or when you talk about health care research, it’s really changing.
[03:23]
Yeah, for sure. Health care is actually a whole other can of worms. Even in the U.S. specifically, it’s just crazy how it’s getting locked down. Feels like there’s... And at the same time, there’s this wealth of data on...
Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Ludovic Depoortere, Founder and Executive Chairman of Haystack Research Consulting.
Contact Ludovic Online:
Haystack Research Consulting
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Ludovic at Haystack. This is one of my favorite presentations that I’ve ever seen in my entire career, by the way. I can’t recommend it enough. He passed out chocolate to the entire audience and had us eat it based on different stimuli such as changing music. And that chocolate actually wound up tasting different based on the music which impacted the mood of the listeners. So, it’s a really cool concept. In his business, they focus on multi-sensory research, consultancy, implicit, emotive, contextual research. It’s basically how you can drive positive business and decisions that have good impact for customers, connecting their emotions to your deliverables. I hope you find a lot of value in this episode.
[00:50]
What we mainly do is we try to help companies innovate in sensory space. So we support companies in innovating by using multiple senses, like combining fragrance with taste to have a great customer experience because that is what is today, more than, very important.
[01:11]
Yeah, for sure. So, you’re dealing with actual like physical products.
[01:15]
Yes, physical products, but we can also talk about an app development where you say, “OK, let’s focus at the design of the app.” Make the design better, but, if possible, try to use other colors or use other senses like have a tactile property. Later on, when we can add virtual reality, maybe one day we will also be able to have a fragrance connected to that.
[01:38]
Oh, that’s interesting.
[01:39]
Help doing that type of thinking.
[01:41]
Have you actually done anything and played with around with VR, AR, anything along those lines?
[01:45]
Absolutely. We work for real estate and there we can check whether... what is the fit between a specific fragrance and the type of atmosphere you want in your real estate project.
[01:57]
Oh, that’s fascinating.
[01:59]
Like hotels are using that; co-working spaces also use that. So, that’s how we apply that and we have VR equipment to project that environment. Then we have capsules that we can have a fragrance in the room to match with that.
[02:15]
That’s super interesting. Do you see that as a space that’s going to be expanding in the near future?
[02:21]
Oh, yeah, absolutely. Because it’s one of the big disadvantages of sensory research is that you have to rely on center location testing, and it’s very physical. But more and more with digitized, we also try to bring that in. And I think VR is the perfect solution to that.
[02:38]
That’s fascinating. Great. So, is this your first time to MRMW?
[02:43]
Yes, indeed it is.
[02:44]
What do you think?
[02:44]
Yeah, I like it. I like the fact that it’s not small; it’s big enough. And it’s very open and very easy to talk to people. I really like that. And it’s great. Like the room is fantastic.
[02:58]
Yeah, it really is.
[02:58]
The hotel is great.
[02:59]
One of the speakers said it reminds them a little bit of The Shining. I think so too. [laughter] I can see Jack Nicholson just like bop me out with an axe, which would be really funny if someone snuck up behind Dan Foreman.
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Let’s do that tomorrow.
[03:13]
OK, I think that would be a great. Got to figure out how I can get a rubber axe just in case. It’d be my luck. The day that someone...anyways. Now, I took a dark turn. So, tomorrow... Do you have a specific customer story that you’d like to highlight?
[03:29]
Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Justin Coates, Consumer Insights Leader at Eastman Chemical Company.
Contact Justin Online:
Eastman Chemical Company
[00:00]
In this interview with Justin Coates of Eastman Chemical Company, he talks about some of the challenges of Eastman in bringing in the insights function to their everyday work flows and decision-making processes. This is a really interesting subject, and hope you dive deep into it. It’s a short episode, but it’s packed full of what, I think, is one of the more important themes inside of market research. We saw with the acquisition of Qualtrics by SAP of $8 billion and insane multiplier, but I actually believe that we are at the beginning of this J-curve of almost all successful companies ultimately investing in consumer insights and that they will play a key role in the decision-making processes. And, as that takes hold inside of the companies, not just new companies, but established firms like Eastman, over 100 years old, are going to be looking at employing whether it’s surveys or qualitative or whatever inside their everyday decision-making processes, which, again, is all greenfield opportunity for us. Enjoy.
[01:06]
Justin Coates, Eastman Chemical Company, right? Been around a long, long time.
[01:14]
Yes, almost a 100 years.
[01:16]
That’s insane. Congratulations. You’ve done a great job over the last 100 years. You don’t look it.
[01:21]
Thank you. I know. I look great for a 100. A lot of Botox.
[01:24]
[laughter] It’s like that Star Trek episode. Anyway, so, you gave the last speech today, which is always the toughest, by the way.
[01:34]
It is the toughest. Everyone wants to go, and there are free drinks, I hear.
[01:39]
I’ve heard that too.
[01:39]
We’re here doing this, but this still... Yeah, that’s always a rough spot.
[01:45]
Yeah, no kidding. So, maybe just give our listeners a quick overview of what you’ve talked about.
[01:51]
Sure. So, essentially, I’ve been doing consumer research for 13-14 years mostly in the textile industry but came to Eastman to kind of build a consumer research function for a chemical company that doesn’t sell to consumers but needs to understand what they want, where their needs are to really create products and materials that will eventually make their way to consumers. So, my journey over the last two years is building buy-in within the company, within different businesses that this stuff matters, and they need to invest in it, and invest in my area so we can kind of help them solve their business problems and do front-end innovation and really reposition ourselves in front of our customers.
[02:34]
So, relatively new division inside of Eastman. Is that correct?
[02:37]
Yes, so, it’s within corporate innovation but... Yes, this is brand-new, started with me.
[02:42]
I was just going to ask. So, who brought you in?
[02:46]
So, I had a great first boss, Glenda Eilo. She was the director of corporate innovation, and I was recruited for something completely different. Came there and did a presentation on what I was doing at Cotton Incorporated. And they’re like, “We don’t want you for this job. We want you to do what you’re doing here.” So, she went and talked to her CTO and our VP at the time, and they created a position for me almost overnight.
[03:10]
Oh, that’s awesome. That’s amazing.
[03:12]
That was really very impressive.
[03:14]
Are you a team of one or do you have...?
[03:15]
Right now, a team of one. I do have some folks that donate some of their time to me for different projects,
Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Jill Bishop, Founder and CEO of Multilingual Connections.
Contact Jill Online:
jill@multilingualconnections.com
Multilingual Connections
[00:00]
Jill Bishop, Multilingual Connections, I had the pleasure of getting to know her over the several days we were at MRMW as she was located right by where I was doing the live podcasts. Tremendous energy, in-depth understanding of translation, transcription, and just a global point of view, which adds a lot of value. You know language is set in context, and context is critical for translation and transcription. I really hope that you enjoy this episode. She also talks a little bit about technology and how she’s streamlining processes. As always, you can find her information in the show notes.
[00:37]
My guest today is Jill Bishop; Multilanguage Connections is the name of the company. She is the founder. Jill, thanks for being on the Happy Market Research Podcast today.
[00:44]
Thanks. Yeah, Multilingual Connections.
[00:47]
Did I say it wrong?
[00:48]
Everybody does.
[:50]
Dang it! Multilingual Connections. I apologize.
[00:52]
That’s OK. That’s OK.
[00:53]
So, tell me a little bit about what you guys do.
[00:55]
Yeah, sure. We are a translation and transcription agency. We help organizations understand and engage their multilingual speakers. That could be local, national, or international. We work in about 75 different languages. So, we do translations of surveys, legal contracts, discussion guides, audio and video transcription, voiceover, and subtitling.
[01:14]
Very fun.
[01:16]
It is very fun.
[01:18]
My first experience was in 1996 with a transcription company. And it was probably one of the biggest pieces of value I’ve ever had to qualitative research. So, I did this series of focus groups. We had them transcribed, which was at significant added cost; we’re pretty lean budget-wise. But, man, talk about the best utilization of funds for pulling out quotes and discoverability.
[01:44]
Absolutely. Rather than you spending your valuable time doing something that you’re only qualified to do, send those easy tasks out to somebody else so that you can focus.
[01:53]
Yeah, that’s awesome. So, how long have you been doing it?
[01:54]
14 years.
[01:55]
So a little while.
[01:57]
Yeah, a little while.
[01:58]
How did you get into it?
[01:59]
I’m a linguistic anthropologist. And I did my doctoral research; I had about 240 hours of research on a number of different languages. I didn’t know that there were transcription agencies to help out. But lots of steps and diversions along the way, I wound up doing user research for a company in Chicago. Worked for Chipotle in charge of language and culture programs and then a few years later started my business originally to provide English and Spanish training for the workplace and then later translations. The last couple years we’ve been doing more and more research work.
[02:32]
You know the translation space and the transcription space in market research is, I think, currently still underserved. So there are a lot of vendors; it does feel like it’s a rising tide. What’s happening is qualitative is happening at scale now, and it’s creating a lot of opportunity for transcription and translation. I think companies like yours are very exciting to watch from a growth potential.
[02:59]
Well, thank you. I think we are.
[03:01]
So, MRMW. We’re happily positioned by the food line. I’m sorry about the noise.
[03:09]
Lots of hungry folks. [laughter]
Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Guy White, CEO & Founder of Catalyx.
Contact Guy Online:
guy@thecatalyx.com
Catalyx
[00:00]
This interview is with Guy White of Catalyx. He is the founder of this company. You are really going to enjoy listening how an internal research at Proctor & Gamble felt a tremendous amount of pain specific-use case and then evolved that evolved that into his own startup. Earlier day trials and tribulations – how he overcame them to ultimately bring to market an ultimately very successful and growing, thriving business. They sit right in the middle of the innovation process. Check him out. You can find information on the show notes. Hope you enjoy this episode.
[00:36]
Guy, Catalyx, tell me a little bit about your business.
[00:40]
So, Catalyx is an insight innovation agency. Our aim is relentless pursuit of getting insight into businesses in such a way that it is going to build brands and make people buy more product. I’m actually not a researcher; I’m a marketer. I’m an ex-Proctor marketer. And I set Catalyx up because I was actually frustrated that you couldn’t access consumers as I felt I needed to from the partners that we were working with in such a way that I would have recommendations to build the business. And we thought we could do it better. So that’s kind of how we started.
[01:16]
That’s super interesting. I think it’s fascinating that you started the business... You started the business?
[01:22]
Yeah.
[01:22]
You started the business out of the context of your own pain.
[01:26]
Yeah, exactly.
[01:27]
Which is a completely unique... I say, “Completely unique.” It’s not really completely unique, but in our industry, usually what I see happen is you have technology or a solution that’s looking for a problem.
[01:39]
Right.
[01:40]
Which is kind of to the other point, which is... I think Gayle made it this morning if you heard that interview, sorry, talk about how you need to be in love with the pain, not the solution.
[01:53]
Right, absolutely. I saw that. I agree.
[01:55]
Talk to me a little bit about... When did you start the business?
[01:58]
So, first client was 2013.
[02:01]
Wow, congratulations. Tell me about that first project.
[02:05]
The first project was crazy. So, the first project, I was actually moderating an innovation conference in France in English in front of a French-only conference.
[02:19]
[laughs] Heavy lift, isn’t it?
[02:23]
I tell you what at the start you take what you can get. So...
[02:25]
That is a multi-layered...
[02:28]
Right, yeah.
[02:30]
Just you and...
[02:33]
500,000 French business owners wanting to learn a little bit about innovation. No clue about what I was talking about.
[02:41]
Perfect.
[02:41]
But the first proper project I would say was... We used to do a ton of insight from social listening back in kind of 2013 when people really didn’t know what social listening was and how to use it. And we said, “Well, the trouble is with the platforms; you can’t get insight from a platform. You can get data but not insights.” So we developed a methodology to be able to convert what people were saying online into kind of golden nuggets that people could use. And we did that for a few years as we were building up kind of our crowdsourcing capabilities as well. Yea, so that was kind of the first stuff we did. And that lead onto about five or six other projects with the same client all around how do people shop for hair care online, for instance. What do men feel about shaving? Really, really, not just the process,
Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Gus Valen, CEO of Curator Video.
Contact Gus Online:
GValen@CuratorVideo.com
Curator Video
[00:00]
Gus Valen, Curator Video, MRMW, on the floor: It was really neat getting to know them. I had not heard of that company before. Very interesting value prop. Their information is in the show notes. One of the things I wanted to highlight is how PII is playing a role in video. Gus has a really interesting point of view. And then in addition, we talk about “stated” versus “observed” behavior and how brands are leaning more and more on observed behaviors and incorporating that into self-reported diagnostic questions. Enjoy!
[00:34]
Happy Market Research live at MRMW. My guest today is Gus, CEO of Curator Video.
[00:43]
Hi.
[00:44]
How are you?
[00:45]
I’m doing great.
[00:46]
Good. What do you think about the show so far?
[00:47]
It’s a good show. So, I’m meeting lots of people and learning a lot.
[00:51]
Yeah, good. So, any highlights?
[00:53]
Well, I mean for me I think just really understand that research is now more of a continuous process than an event. I think is probably the big takeaway for me.
[01:04]
Yeah, that’s actually such an interesting point. I know you’re exhibiting. Have you been able to attend any of the sessions?
[01:12]
Yes, a few.
[01:13]
OK, cool. So, one of the themes I heard yesterday, Day 1, was this kind of movement away from linear consumer journey to a more abstract kind of touching the customer on wherever it is that they are on the continuum of driving really emotional connections to the brand as opposed to more of a strict funnel approach. At least, that’s how I was processing it.
[01:42]
Sure, interesting.
[01:44]
Yeah, yeah. To your point though, about it being a journey, the brands are kind of understanding that.
[01:50]
Right, right.
[01:51]
Then technology is interesting because it’s starting to map more of that journey. Did you see the FourSquare presentation?
[01:59]
Yes, I did, yeah.
[02:00]
What did you think about that?
[02:01]
Yeah, I think it’s amazing that... the way that they can even look at the floor you’re on by the barometric pressure. [laughter] It’s kind of crazy.
[02:10]
I know.
[02:10]
Think about what like what actually we can learn about people.
[02:15]
It’s amazing. Yeah, absolutely amazing that...anyway. That was... But then also literally like mapping. This is what I think is so interesting, and I can’t wait to dive into Curator Video, is that companies have operated... It used to be the case that brands would say... were defined by who they said they were. And now, through social media and the internet, it’s become brands are who the customer says they are. They’ve changed their narrative to be more like segmentation-specific. So, in other words, you know... You know I’m 48 years old; so, I’m in some like segmentation analysis for every brand, right? And they have like some blanketed way of approaching me, but now what’s happening is they’re saying, “No, that’s still not good enough. We need to target Jamin as a specific human being.” So, it’s like getting more and more niche even down to the individual.
[03:17]
I think even the screening is amazing because before we’d say, “Do you like music?” “Do you like sports?” whatever it is that we’re going after and we’d say, “Yes” or No,” right? And then we’d take that as a fact. And now we’re not asking; we’re actually watching your behavior; we’re watching what you write and actually knowing what you do. So,
Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Courtney Akel, Associate Manager of Consumer Insight at Georgia-Pacific.
Contact Courtney Online:
Georgia-Pacific
[00:00]
Live at MRMW on the show floor, I have the honor of speaking with Courtney Akel, Georgia Pacific, a company all of us have heard from. As an internal insights professional, she has seen a lot of transitions over the last few years in really two ways: one is the role of partnerships with her agency relationships, and then the other is centric to just staying current on tools and systems and processes and technologies so that she’s operating with the sharpest tools or the best tools inside of her toolbox to deliver consistent insights for Georgia Pacific. Hope you enjoy.
[00:40]
Courtney Akel, Georgia Pacific. Everybody’s heard of Georgia Pacific. How are you?
[00:46]
I’m good. How are you?
[00:47]
Good. MRMW is coming to a close, I think. What do you think about the show?
[00:51]
It’s been a great event. There’s been a lot talk on Big Data, which has been really interesting to me, being in the quant side of the industry. And I’m learning a lot.
[01:08]
Oh, yeah. What is your biggest takeaway so far?
[01:11]
My biggest takeaway is that primary research isn’t dying. So that’s nice job security and that what I need to do to complement my skill sets currently is to do R.
[01:28]
Oh, interesting. So you’re thinking like a Python/R path for you?
[01:31]
Yeah, yeah, I think I’m going to learn to start coding, to do more like visual things with my research and with the data.
[01:43]
Are you thinking about Code Academy? How are you going to go through that journey?
[01:46]
Huh, no, I’m going to go through a data camp.
[01:49]
Oh, data camp, yeah, yeah.
[01:50]
Yeah, going through data camp. They have free courses. I just downloaded the app on my phone. Learning that R code. We’ll see how it goes. Wish me luck. [laughter]
[02:03]
It’s no joke. It’s no joke. I mean I think you’ll pick it up fast. Have you done any programming in the past?
[02:08]
Yeah, so I can write SPSS and Syntax.
[02:13]
Got it. So you’re familiar already.
[02:14]
Yeah, I’m pretty familiar with like coding, but it’s just like a new language to learn. They’re all slightly different. Like I’m familiar with Java Script. And so, they’re all like slightly different, but I found that, if you understand coding, you could just pick it up.
[02:30]
Totally. Like you said – correctly so – I mean once you learn a second language, the third is a little bit easier.
[02:36]
I think it’s easier for me to learn code than it is like a foreign language. [laughter]
[02:42]
I would agree with you on that point, by the way.
[02:44]
Because I like can’t roll my r’s. I’ve always struggled with foreign languages. So maybe like...
[02:51]
The typing part would be fine.
[02:51]
Maybe typing is my way to go.
[02:53]
I get it, I get it. So, how did you wind up in market research?
[02:58]
So, I graduated from college and with a degree in marketing. I did an internship at an ad agency and thought I was going to take like the traditional marketing route of working at an ad agency when I graduated. I got there and realized that they don’t do any analysis to support the ads that they’re pushing out into the world, I guess like in 2011. Hopefully, they do that more of that now. So I knew I wanted to get into analytics, and then I just landed an internship at Market Strategies International on the vendor side. So, I was there for four years. So, I ran like T-Mobile’s brand checker and did Starbuc...
Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Carol Shea, president of Olivetree Insights.
Contact Carol Online:
Carol@OlivetreeInsights.com
Olivetree Insights
[00:00]
Was able to intercept Carol Shea from Olivetree Insights on the floor right after her presentation at MRMW. It’s a really interesting conversation. I hope you listen to the entire thing through the end. We talk about possible KPI’s for market research; additionally, the framework for managing the next generation of researchers; as well as dealing with really big business problems and helping your customers navigate through those things while leveraging research in an effective way. Hope you enjoy it.
[00:34]
My guest today is Carol Shea with Olivetree Insights. You presented yesterday at MRMW. What did you talk about?
[00:41]
You know my passion is market research, the industry, and the people in the industry. I’ve been in it for so many years. And so, now I’m at a point in my career where... I guess all through my career I’ve always loved the big hairy challenges things like: “How do you get out of a category?” or "Should you get out of a category?” or “What’s the next big thing?” So, I started really dialoging with corporate people and recognized that they were have challenges internally in their organization. The same research person that I may work for one-year reports to the CMO, the next year reports to the Director of Strategy. Their roles are shifting. How they integrate in the organization is changing. So the speech yesterday was really focused on providing some of the ideas that I’ve heard from corporate researchers on how can they pivot their own role from being a support system for the business to being a growth engine for the business. Like today, this morning, I overheard a number of topics around activate research and how we’re supposed to be embedded in the business. But there’s this real disconnect. So that’s what my passion is right now: a different kind of a big hairy problem.
[02:00]
I mean it’s a big problem. I think that proving an ROI on research and like you said zero-based budgeting... You said they said yesterday that really came up a lot. I mean you really got to be cognizant of what is the actual outcome or return on a monetary basis to the organization.
[02:16]
That word scares people. I don’t know... Have you talked to people much about ROI?
[02:20]
A little, not a lot.
[02:21]
Not a lot. I’m hoping to switch that to KPI. Let me give you an example, OK, because I know I’ve worked with some clients that have done a brilliant job with ROI, but I also know that there’s a lot of situations where it’s just a frustrating conversation. But one of the more interesting KPI’s I saw about connecting to the business is how many times in a business plan is the voice of the customer included. So, that to me is a really powerful KPI or something that shows how the business is utilizing the research that we’re providing. So I think there’s probably some easier steps that we’re not really thinking about. When we think about ROI, we get all caught up in the financial aspects. Those are good but we cannot always do that. So not only business plan but even think about how often a business partner recommends another business partner to replicate or do a similar study. Those are all really powerful KPI’s for integrating in the business.
[03:24]
I love that. That’s a really useful way of thinking about it, a little less scary.
[03:29] ...
Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Brain Lamar, VP of Insights at EMI Research Solutions.
Contact Brian Online:
EMI Research Solutions
[00:00]
Live at MRMW in Cincinnati, I did a series of interviews on the show floor with both exhibitors and speakers. Brian Lamar happened to be by. He’s a fellow podcaster as well as EMI Research Solutions. Tell you what... For me, it was a lot of fun having an opportunity to just riff with him the state of pcs, where the white space is for our industry, and utilizing podcasts as well as the viral video that PureSpectrum put out fairly recently, featuring David Butler’s first foray into the entertainment industry. Hope you enjoy our banter.
[00:42]
Brian Lamar, EMI Research Solutions, I really enjoy... In fact, I wrote a blog post where I talked about your podcast.
[00:52]
Did you?
[00:53]
I did, I did.
[00:54]
I got to find that.
[00:55]
I’ll obviously send it to you. You, Adam have been doing the podcast for quite a while. Adam, of course, was on the show earlier. Maybe tell the listeners exactly how they can find the podcast.
[01:08]
Yeah, it’s called Intellicast, and we wouldn’t do it without a marketing team. If it was just Adam and I, it would never happen. So, we had the idea probably a year and a half ago. It’s mostly market research, but we goof off a ton; so, I like to call it half market research news and discussion and then half like morning radio show. It’s a little bit different than yours; you’re a very professional interviewer and good at your job. We’re not as good at that; we’re more... We’re probably better at the fun stuff. [laughter] Cause we get boring, alright?
[01:35]
Well, I get boring. That’s for sure. What is one of the moments where you’re like “Gosh, I really can’t wait to edit that piece out of the podcast”?
[01:43]
A lot of it is we goof off so much, and we don’t know what direction we’re going. So, we don’t have nearly the guests that you have. We just talk sometimes. Like we had David Butler, a coworker of yours, on yesterday. And we just talked about college basketball; we talked about news; we talked about PureSpectrum a little bit. And sometimes we just go off on these tangents. The embarrassing thing for me is that people feel like they really know me because I...
[02:10]
Because they do. There’s a bunch of data – and I mean this. There’s volumes of data that has been produced. Podcast.net actually releases it at scale. If you’re not tuning in to that podcast, it’s a two-minute daily briefing on industry happenings in the podcasting world. But there is an emotional connection that the audience makes because they hear your voice in their ear. I know this sounds silly to make those obvious connections. But you think about the context of when a podcast is consumed and it’s usually when you’re doing... It’s always multi-tasking. So, you never go home, sit down, listen to a podcast, right? So that means that the times that you’re involved in that person’s life is when... usually the points of drudgery or boredom. But they still have to focus: so, driving, commuting, mowing the lawn, basic household chores, honey-does, whatever. You’re actually occupying their mind as their hands go or their bodies go through some routine. And so, there’s an emotional connection that is actually very deep that you make with the audience that, I think that we are just starting to appreciate that power. And so, you’re right: You can meet somebody that you’ve never met before, and they will feel like they know you. And you know why? They kind of do.
[03:28]
To me, that’s the greatest part of this. I’m kind of an introvert.
My guest today is Priscilla McKinney, President of Little Bird Marketing. Little Bird Marketing is a well-respected, full-service ad agency founded in November 2009. They use design and marketing to showcase clients as experts in their field by making unexpected connections. In 2014, Priscilla started a podcast, Ponderings from the Perch where she covers a variety of topics, including marketing techniques, current events, and thought leadership in our space.
Find Priscilla Online:
Website: LiTTLE Bird Marketing
Find Us Online:
Social Media: @happymrxp
This Episode’s Sponsor:
Today’s podcast is sponsored by Schlesinger Quantitative, your trusted provider of global online surveys that drive the best decisions for success in the marketplace. Schlesinger Quantitative has built an entire division of experts with extensive online research experience and an unparalleled understanding of quality drivers across panel, sample, and data.
[00:00]
Hi, I’m Jamin Brazil, and you’re listening to Episode 212 of the Happy Market Research Podcast. My guest today is Priscilla McKinney, President of Little Bird Marketing, but first a word from our sponsor.
[00:14]
Today’s podcast is sponsored by Schlesinger Quantitative, your trusted provider of global online surveys that drive the best decisions for success in the marketplace. Schlesinger Quantitative has built an entire division of experts with extensive online research experience and an unparalleled understanding of quality drivers across panel, sample, and data.
[00:40]
Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. My guest today is Priscilla McKinney, President of Little Bird Marketing. Little Bird Marketing is a well-respected, full-service ad agency founded in November 2009. They use design and marketing to showcase clients as experts in their field by making unexpected connections. In 2014, Priscilla started a podcast, Ponderings from the Perch where she covers a variety of topics, including marketing techniques, current events, and thought leadership in our space. Priscilla, thanks very much for joining me on the Happy Market Research Podcast today.
[01:16]
Oh, I am so just absolutely excited to be on, and we got connected through some very cool people. And so, I only like to know cool people who know cool people. That’s how I work. So here we are.
[01:30]
Ah, that’s awesome, and the world is full of cool people, right? That’s probably one of the neatest things that I, discoveries I guess that I have gone through over the last 20 years, is that every person has a story. The sooner that we can move away from judging and moving towards a place of embracing and understanding, “Gosh, they’ve got a reason why, etc.,” then it all of a sudden creates this concept of inclusion and embracing as opposed to the other direction. I think this is one of pieces I teach a course in the MBA department here at Fresno State on entrepreneurship. And in that course, I actually tell them look around, take note of the people that are in the class because many of them are going to move into high level positions over the next 15 years, right? And the sooner they can recognize and treat each other with that level of respect and operate like who that person going to be in the future, then it’s going to create these shortcuts in their career when that person does get advanced, etc. They’re going to be able to pick up the phone, have the conversation, and Boom! – be right there with that same sort of level of opportunity.
[02:46]
Well, it’s a little bit about also what we go looking for. I mean if we go looking to get offended, we’re going to and, if you go looking to find cool people, guess what? You’re going to find that too.
[02:56]
Totally. And this whole principle of “like produces like”, I think, is just so true. Gosh,
Today, my guest is Anne Beall, CEO of Beall Research. Beall Research specializes in leveraging the theory behind Psychology, Sociology, History and other disciplines to develop actionable insights.
Prior to founding Beall Research, Anne has had a storied education career, having received her M.S., M.Phil. and Ph.D. degrees in Social Psychology from Yale University.
Find Anne Online:
Website: Beall Research
Find Us Online:
Social Media: @happymrxp
This Episode's Sponsor:
This episode is brought to you by Attest. Attest is the powerful, easy-to-use SAS platform that connects businesses to over one hundred million consumers in 80 countries on demand in just a few clicks. Ask your burning questions, select who you want to answer them, view actual insights that help you grow your business. Join the hundreds of leading brands who already utilize the power of Attest’s scalable, intelligent platform. Contact Attest today at http://askattest.com/happymr or find the link in this episode’s show notes.
[00:00]
On Episode 211 of the Happy Market Research Podcast, I’m joined by Anne Beall, but first a word from our sponsor.
[00:09]
This episode is brought to you by Attest. Attest is a powerful, easy-to-use SAS platform that connects businesses to over one million consumers in 80 countries on demand in just a few clicks. Ask your burning questions, select who you want to answer them, view actual insights that help you grow your business. Join the hundreds of leading brands who already utilize the power of Attest’s scalable, intelligent platform. Contact Attest today at http://askattest.com/happymr or find the link in this episode’s show notes.
[00:56]
Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. My guest today is Anne Beall, founder and CEO of Beall Research. Started in 2003, Beall Research is a strategic, marketing research firm based in Chicago that services some of today’s top brands. Anne holds a Ph.D. from Yale and has worked at the Boston Consulting Group. Anne, thanks very much for being on the Happy Market Research Podcast today.
[01:20]
Hey, thanks for having me. It’s my pleasure.
[01:23]
Like to start out with a understanding of where you grew up, your parents, and then also your journey into market research.
[01:33]
Sure. So, I grew up in Worcester, Massachusetts, which is a city of about 180,000 people outside of Boston. My parents were professors. So my dad was a professor of chemistry at a local college. Yeah, my early days were basically pretty uneventful, except for I lived in New Zealand for a year. My entry into market research happened after I finished my Ph.D. I studied social psychology, and I didn’t want to be an academic. I really wanted to do research that would make a difference. And so, I ended up at several companies but eventually was at the Boston Consulting Group, where I headed up the market research function for the Chicago office. My whole impetus for doing market research was just to do research that would make a difference. I had an academic degree. I could have been a professor, but I wanted to do something that would have an impact.
[02:34]
So, what was this railing against academia from a career perspective? What didn’t you just follow in your father’s footsteps?
[02:43]
You know I did consider it but, at the end of the day, I was really concerned that I would be writing journal articles. They wouldn’t be seen by very many people. People won’t take my recommendations. In fact, I’d be studying very esoteric things and that I won’t be making a difference. And so, for me at least, I wanted to go to the “real world” even though all of the academics in my life (my advisor, my parents) basically said, “Oh, my goodness, don’t do it! You’re throwing your life away.” But I did, and I’m very happy for it.
My guest today is Kylan Lundeen, Head of Marketing at Qualtrics. Qualtrics was founded in 2002 and is a subscription software for collecting and analyzing data for market research, customer satisfaction and loyalty, product and concept testing, employee evaluations and website feedback. On November 11, 2018 it was announced that Qualtrics would be acquired by SAP. The acquisition is expected to close in the first half of 2019. Prior to joining Qualtrics in 2013, Kylan worked in Turnaround & Restructuring Services at DVC while getting his MBA at Stanford. This Episode's Sponsor: G3 Translate Find Kylan Online: LinkedIn www.qualtrics.com Find Us Online: www.happymr.com Social Media: @happymrxp LinkedIn
[00:00]
This is episode 201 of the Happy Market Research Podcast. I have the pleasure of chatting with Kylan Lundeen, Head of Marketing for Qualtrics. But first a word from our sponsor.
[00:13]
This episode is brought to you by G3 Translate. The G3 Translate team offers unparalleled expertise in foreign language translations for market researchers and insight professionals across the globe. Not only do they speak hundreds of languages, they are fluent in market research. For more information, please visit them at G3Translate.com.
[00:40]
Hi. I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. My guest today is Kylan Lundeen, CMO at Qualtrics. Qualtrics was founded in 2002 and is a subscription software for collecting and analyzing consumer data. On November 11, 2018, it was announced that Qualtrics would be acquired by SAP; the acquisition is expected to close in the first half of 2019. Prior to joining Qualtrics in 2013, Kylan worked in turnaround and restructuring services at DVC while getting his MBA at Stanford University. Kylan, thanks very much for joining me on the Happy Market Research Podcast. I’ve been watching you guys very closely, of course, given my background at Decipher. I remember actually in 2002 when I saw you guys pop, I was in a meeting at Intuit. Intuit brought up that they had heard about you guys, and you had reached out. And I’m like, “Oh, that really interesting.” So I started to do some digging. Based out of Utah, kind of an unusual location for a technology company in those days. Subsequently, the company just ramped. I felt like every single year, it was almost like a new phoenix.
[01:51]
Yeah, it was interesting because it’s funny as people look back now it’s seems real intuitive. You look at the path and it seems [Jamie laughs]... And they’re like, “Of course.” When I joined the company out of business school, it was still very much an academic research tool. And I say “tool” very sort of specifically. And the very soon thereafter, we kind of committed to an academic research platform. Then we went into a corporate research platform. Then we went into sort of like, generally speaking, insight platform because it was sort of beyond this kind of market research that people were doing. And then we moved into experience management. And again, looking back, all those steps see really logical, but they were terrifying at the time. Each of one those felt like we were really taking a risk. Where we had core audience that was really important to us and that we wanted to continue to sort of prioritize and put at the center of everything. But we needed to expand sort of the messaging and our product offering to include different people, which means the messaging gets a little bit diluted to that specific audience at first. So every time it felt really risky, and, I’ll be honest, when I first met Ryan... He and I had a chance encounter in Palo Alto. He was out there closing the first round of financing from Sequoia and Accel and we had breakfast together. And there were two things...
[03:10]
And what year is that?
[03:12]
This is 2012. So, in 2012, I had breakfast with Ryan Smith. Again,
My guest today is Merrill Dubrow, CEO of M/A/R/C Research. M/A/R/C was founded in 1965 and was recently purchased from Omnicom by the company’s CEO, Merrill Dubrow. Prior to joining M/A/R/C in 2004, Merrill held senior roles at Harris Interactive, BizRate and Quick Test.
THIS EPISODE'S SPONSOR: https://www.schlesingergroup.com/en/solutions/quantitative/ CONTACT MERRILL ONLINE:
M/A/R/C Research
FIND US ONLINE:
www.happymr.com
Social Media: @happymrxp
[00:00]
On Episode 209 of the Happy Market Research Podcast, I’m chatting of Merrill Dubrow, President and CEO of M/A/R/C Research, but first a word from our sponsor.
[00:10]
Today’s podcast is sponsored by Schlesinger Quantitative, your trusted provider of global online surveys that drive the best decisions for success in the marketplace. Schlesinger Quantitative has built an entire division of experts with extensive online research experience and an unparalleled understanding of quality drivers across panel, sample, and data.
[00:33]
Hi, I’m Jamin Brazil. You’re listening to the Happy Market Research Podcast. My guest today is Merrill Dubrow, CEO of M/A/R/C Research. M/A/R/C was founded in 1965, later purchased by Omnicom, and recently purchased by the company’s CEO, Merrill Dubrow. Prior to joining M/A/R/C in 2004, Merrill held senior roles at Harrison Interactive, BizRate, and Quick Test. Merrill was an OG on my podcast Episode 105. Sir, thank you very much for being on the podcast with me today.
[01:04]
Thanks, Jamin. It’s a pleasure to be here.
[01:07]
So, what did your parents do? And how has that informed your current career?
[01:11]
You know that’s an interesting question for me for a couple of reasons. Number 1 – My dad, I think, was much easier to see in how he kind of molded my career. He was a business guy; he ended up to be a CFO for a company called Miniplex. He was very hardworking. He made the most of his skill set. He was an overachiever. You know, frankly, I wanted to be him. Later in life, that was too lofty a goal, so I just actually wanted to half of the person he was. He was clearly my hero and taught me so much. I think the biggest takeaway was really making the most of your skill set.
With my mom, Jamin, it was just a little bit different; it was a little bit harder to see; it was a little bit harder to understand the impact of what she had on what she had on my career and how she really brought me up. You know she was very organized. My mom was extremely outgoing. My dad is the exact opposite; he is an introvert. She was very detail-oriented, and she was in charge of dressing my two sisters and myself in terms of picking out clothes. I can still remember going and getting my first suit, probably crying and yelling and screaming every step of the way, went to a store called Milton’s in Newton, Massachusetts. But she was very instrumental on my career because I just didn’t see it right away, right? So, being organized and having great time management skills and being really detail-minded. And actually, one of the things she taught me was notice everything. So I tend to notice everything there is out there. I may not comment on it. So it just really differences between my parents. You know my dad was much more of the business, the hard skills, and my mom was more of the softer skills. Both of them are incredible people. Unfortunately, I lost my dad in September. I lost my hero, but I think about him every day. And my mom is still going strong at 82 and pretty impressive, as I say, young lady.
[03:20]
So, you are a well-respected speaker in the market research area. In fact, I think you just spoke at the Insights show in Las Vegas.
[03:30]
Yeah, I did. Thank you, first of all. I think it was a great, really, really, really great conference. A big shout out to Lisa from Decision Analyst and Alice Butler on our team was heavily involved. And Jami Pulley from Critical Mix/Dynata,
Today, my guest is Michael McCrary, Founder and CEO of PureSpectrum. Founded in 2015 PureSpectrum is a modern day technology firm that aims to be the AWS for empowering research automation. Prior to founding PureSpectrum, Michael helped pioneer both Cint as Managing Director and Lucid as President. Additionally, he served as SVP of North American sales for Greenfield Online. CONTACT MICHAEL ONLINE: LinkedIn PureSpectrum FIND US ONLINE: www.happymr.com Social Media: @happymrxp LinkedIn
[00:00]
On episode 208 of the Happy Market Research Podcast, I’m chatting with Michael McCrary, founder and CEO of PureSpectrum. But first a word from our sponsor.
[00:09]
This episode is brought to you by G3 Translate. The G3 Translate team offers unparalleled expertise in foreign language translations for market researchers and insight professionals across the globe. Not only do they speak hundreds of languages, they are fluent in market research. For more information, please visit them at G3Translate.com.
[00:37]
Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. My guest today is Michael McCrary, CEO and founder of PureSpectrum. Founded in 2015, PureSpectrum is a modern-day technology firm that aims to be the AWS for empowering research automation. Prior to founding PureSpecturm, Michael helped pioneer both Cint as Managing Director and Lucid as President. Additionally, he served as SVP of North American sales for Greenfield Online. Michael, thanks very much for being on the Happy Market Research Podcast today.
[01:10]
It’s my pleasure. Happy to be here.
[01:12]
So, we’d like to start the podcast with an introduction of how you wound up in market research, right? Nobody starts their journey in kindergarten... “I want to be a market researcher.”
[01:27]
No, they don’t. [laughter] Interesting question. Before I got into this industry, I worked in publishing in New York City for a company called Meredith Corporation. And at Meredith Corporation, I had the responsibility of selling a magazine called Midwest Living. And being in New York City, the Midwest was thought of as the fly-over states. So I had to become pretty proficient in using data to support the ad sales initiatives. It was a beautiful magazine. People on the West Coast would know Sunset as its comp and Southern Living in the South and Yankee…
[02:10]
We had both, by the way, in our household.
[02:12]
Yeah, me too. So I knew data, and, oddly enough, I was connected to Keith Price and just outside of business. And that was the time when Greenfield Online had just sold its customer research business to TNS and was going to be focused exclusively on data collection sample.
[02:40]
So, what year is this? This is like ’99, 2000?
[02:43]
It’s after the dot.com bust. So it’s around 2002. And I’m in print magazine, and I can see the handwriting on the wall that this isn’t going to go well because you had advertising starting to take off online, but it was …
[03:01]
That was a tough time for print.
[03:02]
It was still actually good at that time because there was a lot of skepticism. If you go back to 2002, there was still... Television was still the big, dominant winner in ad dollars. Print was still pretty big. Now that looks very different today, but nobody really knew exactly what was going to transpire with online. There were a thousand different sites. This was before automation took place... the exchanges, and the platforms. Just a thousand calls from a thousand websites. So being in a big company like Meredith gave scale and leverage. So, I knew I wanted to do something online. And I was familiar with data, and it just so happened that Greenfield Online was hiring people to do sales. And I, obviously, had no idea what I was doing when I got there, but had great... You know, you think about the people who are on Greenfield Online. I’m very proud to say I’m part of the Greenfield Mafia.
On this Tech Corner segment, Barbara Alpert, President of Chilmark Digital joins host Jamin Brazil to discuss how Chilmark is impacting the Market Research Industry. Chilmark Digital uses media and technology to effectively engage people, deliver new experiences and assess their impact in order to keep improving and creating. Enjoy!
CONTACT CHILMARK DIGITAL:
Phone: (212) 744-0213
http://www.chilmarkdigital.com/home.htm
CONTACT BARBARA:
Phone: (917) 847-3165
Email: balpert@chilmarkdigital.com
FIND US ONLINE:
www.happymr.com
Social Media: @happymrxp
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Stephen Thompson, Executive VP of Recollective.
This Episode’s Sponsor:
GreenBook
Contact Stephen Online:
Recollective
[00:02]
My guest today is Stephen with Recollective. He is the executive vice president of Recollective. We’re here live today at IIeX, on the trade show. He’s getting ready to speak in a little bit. Tell me a little bit about Recollective again.
[00:17]
No worries. Recollective is an online platform that researchers can use to build a community, essentially of any size, any duration, whether it’s a short project popup community or whether it’s an always-on, long-term, huge community with hundreds of thousands of people. The platform is the same, you can just customize it and brand to whatever you need.
[00:41]
IIeX, have you been here before?
[00:45]
We’ve been a big supporter in the U.S. for the last probably seven, eight years now.
[00:51]
Atlanta, big. They’ve moved it to Austin, right? What do you think about that transition?
[00:52]
We’re looking forward to that. It was getting very busy at Austin.
[0:57]
It felt like a house party.
[00:58]
It did, yes.
[01:01]
We’ll see what it’s like this year in Austin. March, right?
[01:05]
April.
[01:06]
Yes, April, sorry. That’s going to be a fun show. I’m excited about that one.
[01:07]
Yes, me too. I’m looking forward to it.
[01:09]
I do like the venue though, here in Amsterdam. This is spectacular.
[01:11]
Beautiful building.
[01:14]
Oh my gosh, it’s unreal. It’s absolutely unreal. Have you guys exhibited most of the time?
[01:19]
This is only the second time we’ve been to the Amsterdam venue. Most of our business is over in the US. We have a fair footprint in the UK, but we’d love to do more business in Europe, so this is a great conference to be at.
[01:33]
Tell me a little bit more about Recollective. You guys have custom panels, right? Or, communities that you developed for specific-use cases?
[01:44]
Yes.
[01:45]
Tell me a little bit.
[01:46]
We focus on the technology, so we primarily work with agencies and large organizations that have a research team because we don’t do the research. Our market differentiator is, we’re all about the technology. We provide what we think is the best platform out there for any researcher to use very quickly, to bring their own participants in, to work with a recruiter to get them, and then to build an environment in which they can have meaningful conversations with people. It’s collected in different qualitative ways, whether it’s through photo and video uploads— It might be fill-in-the-blanks, where people are doing Mad Lib style things. It could be through discussion boards. I’d sit alongside them, socialize around responses to questions, lots of different ways in which you can essentially connect with people in that community and have a good conversation.
[02:38]
Do you have a favorite project?
[02:40]
There are lots. We’ve done all sorts of different ones. We ran a project over Christmas. It was about depression. I’m trying to study depression, particularly over a period where people are normally with family. That was great because the people there would be using the community, not just for the research but as their support group. They wanted to keep going. Those conversations were phenomenal. Then we do a whole bunch of financial services, a whole bunch of consumer goods projects. There’s a whole range. Things that build in video— That’s what I’m going to be talking about later as well, are really interesting projects. You get beyond just the core research. You get a lot more context as to what is happening with people, and you can begin to understand them, that much more in-depth. Those are always very interesting,
Today, my guest is Mitchell Atchison, Senior Associate in US Immunology Marketing Research at a leading global pharmaceutical firm. Mitchell has spent his career in both retail and pharma.
This episode is brought to you by Attest. Attest is a powerful, easy-to-use SaaS platform that connects businesses to over 100 million consumers in 80 countries on demand in just a few clicks. Ask your burning questions. Select who you want to answer. View actionable insights that help you grow your business. Join the hundreds of leading brands who already utilize the power of Attest’s scalable intelligence platform. Contact Attest today at www.askattest.com/happymr
This Episode’s Sponsor:
Attest
Contact Mitchell Online:
Tech Segment Guest, Barbara Alpert of Chilmark Digital:
Barbara’s Phone: (917) 847-3165
Chilmark Digital’s Phone: (212) 744-0213
Barbara’s Email: balpert@chilmarkdigital.com
Website: Chilmark Digital
[00:00] On Episode 207 of the Happy Market Research Podcast, I’m chatting with Mitchell Atchison, U.S. Immunology Marketing Researcher at one of the world’s largest pharmaceutical firms. But first, a word from our sponsor: This episode is brought to you by Attest. Attest is a powerful, easy-to-use SAS platform that connects businesses to over 100 million consumers in 80 countries on-demand in just a few clicks. Ask your burning questions, select who you want to answer, view actual insights that help you grow your business. Join the hundreds of leading brands who already utilize the power of Attest’s scalable intelligence platform. Contact Attest today at www.askattest.com/happymr or find the link in the episodes show notes. [00:56] Hey, guys. This is Jamin Brazil. You’re listening to the Happy Market Research Podcast. Today my guest is Mitchell Atchison, Senior Associate in U.S. Immunology Marketing Research at a leading global pharmaceutical firm. He has spent his career in both retail and pharma. Mitchell, thanks so much for being on the Happy Market Research Podcast with me today. [01:17] Thank you so much for having me. Really looking forward to our conversation today. [01:22] So, tell me about your parents. What did they do and how has that informed your career? [01:27] Thank you so much. I’m really close with my parents, always have been. My mom is a teacher, and my dad is an engineer. But he actually got his MBA and the type of work that he has done over the course of his career is very business-focused. He does bring an engineering, analytical mindset to what he does, but he’s always been an operations manager or an operations supervisor. So he’s had that business background. I’ve looked up to my parents my whole life; I still do. Honestly, I think the biggest thing that encouraged me to get to where I am today was probably my dad’s background, his business mindset. And here I am: I’m actually living out the dream. I just recently started a business with my mom but also, on a day-to-day basis, working and marketing within pharmaceuticals. It’s been a journey, but it’s been a lot of fun in the process. [02:36] So, what area did you grow up in? [02:37] I’ve kind of moved all over the place, growing up. I was born in Seymour, Indiana, before moving to South Carolina, when I was a baby. Spent about seven years or so out on South Carolina. Loved in out there: loved the weather, loved the people, and everything about South Carolina. It’s actually one of my favorite vacation destinations. Then moved out to south central California – Hanford, California, which is just down the road from you, Jamin. Spent about seven years there as well before moving to the frozen tundra of Minneapolis, Minnesota, after that. [03:21] It’s so funny. Hanford, I was literally just in Hanford, which is an hour away from where I live, in Fresno, California. This last weekend, my grandmother at 102 years old finally passed, and so we had a lot of family flying in from all over.
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Rob Marjenberg, Co-Founder of Qualie.
This Episode’s Sponsor:
GreenBook
Contact Rob Online:
rob@qualie.com
[00:02]
I’ve got Rob with Qualie. Is that right?
[00:05]
Yes, right.
[00:06]
Here, Happy Market Research podcast, IIeX show floor. Day two. How’s it going?
[00:12]
This is the first I’ve been to one of these conferences. It’s just really refreshing. You got a real overall sense of where the industry is going. Because this conference works, it’s more of the edgy type of stuff as well. You get a bit of a mixed barrel like some things which you think, “That sounds amazing but I don’t really know what it is,” and other things which you think, “I’ve heard that type of thing before.” You definitely get the theme of where the industry is heading and the theme it seemed to me that came through really strongly. The last five, or seven years, or something because of this growth of data and the way it’s changing the landscape in market research. Since to me, it’s coming back to bringing the human side of it together with the data side of it. That seems to be the job of the market research industry right now to remarry some of that understanding of that people, and how they think, and how they feel.
[01:05]
The humanization of the data?
[01:06]
The humanization, yes. It might be confirmation bias, but that works perfectly because Qualie is all about that really. It is about humanizing data. It’s been really encouraging for me to see that, you want to be on the sweet spot of where the industry is and where it’s heading to. I feel like, “This is good for me.”
[01:27]
It’s funny about the name Qualie. It’s an industry term as well, right?
[01:31]
It is. Yes.
[01:34]
What’s your role there?
[01:36]
I’m a co-founder and it’s interesting because Qualie, it’s called Quan Hybrid Platform. I saw qualie.com was available as a URL and it wasn’t cheap, but I thought wasn’t that a nice thing to have, because I was always called a qualie. I used to work in a big agency in the qualies and quantities and that type of thing. When we started with Qualie, we were feeling the lot of that good stuff you get, all the magic you get from qualitative research was being lost in this rush to big data and how easy it is to get numbers flowing through the system. I could see what was having qualitative research with this methodology, which was, yes, they’ve moved online a little bit, but that was really just so you didn’t have to go to a central location but didn’t really have much automation behind it, didn’t have much efficiency behind it. The big thing it didn’t seem to have, it didn’t play nice with quant research. There was always these two separate things even in big agencies you had the qualies and quantities and that type of thing.
We tried to think .. and what Qualie is, it’s really a survey platform with the sole qualitative research baked into it. What comes naturally to qualitative research really is to help ground people and help them understand and be empowered to find your own truth with the skills you learn of qualitative research. We put that front and center in our survey. We’ve got explainers, a presenter. My co-founder Ainslie is wonderful on camera. We’ve got 600 of her videos, which working people on get them to understand what the topic is, getting too comfortable what they need to be doing. As you go through, serves another video, short little videos to help them understand what they’re meant to be doing and that type of thing.
Then it’s got a system which I’m almost 100 percent certain is unique in the industry. Essentially, this is that we have a stream of qualitative and quantitative participants in the same survey. The qualitative participants as they’re on the surve...
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Rie Burke, Managing Director, EMEA at Innovate MR.
This Episode’s Sponsor:
GreenBook
Contact Rie Online:
Innovate MR
[00:00]
My guest today, Rie Burke, Innovate MR. We are in Amsterdam at the IIeX. We also had dinner in as a group last night which was super fun. Your husband’s hilarious.
[00:17]
I’ll take that as a compliment, and he’ll probably take that as a compliment.
[00:19]
You should! It was the funniest thing ever. I think we came up with a new app idea, right because we had a miscommunication as a group. We somehow combined Tinder and Uber.
[00:32]
We came up with Tuber. There’s an innovation there.
[00:40]
There you go! Innovate MR, tell us a little bit about the company.
[00:45]
We very much focus on technology. Online sample is our specialty, so we do everything from consumer, to B2B, healthcare. We are trying to innovate, as the company is called. We are focusing on DIY platform as well. Recently, we’ve fully launched our Pegasus platform, so that’s been something trendy we’ve been offering to our clients.
[01:12]
That’s a big move, right? There’s a ton of wasted time in procurement of sample and just that getting the bid. I mean, it’s so painful. One of the things in FocusVision, we have the same ingestion process for getting in-depth interviews done on the platform. It was barely email, phone call, literally paper forms. Moving it online, which is such a no-brainer, all of a sudden a massive gain from an efficiency perspective.
When did you launch Pegasus?
[01:51]
I’d say we did an initial launch probably about six months ago. Then we’ve gradually released different countries. We started out in the US, and then now we’re available in the UK. Hopefully, we’ll launch other countries as well to make it available to our clients.
[02:06]
What is the biggest impact on your business, or your customers’ businesses?
[02:14]
Again, it’s really shortening the process, making it accessible. Our clients want various things, so being able to offer that DIY platform along with what we normally provide, which is the ad-hoc samples. It has really started different conversations, I would say.
[02:39]
How long have you been with the company?
[02:40]
A year and a half.
[02:44]
Where were you before?
[02:45]
I was with a company called DataSpring. I come from a very Asian-specialized background so I’d been with them for a very long time. I’ve known Matt, Gregg, and the founders of Innovate for a long time as a client, so it worked out for all of us and I’m starting up the UK business. Well, the EMEA business, based in the UK, so all good.
[03:15]
Do you have a favorite go-to project that might have happened in the last whatever period of time where you’re like, “Gosh, that was really interesting. I’m surprised that we were able to fulfill the project.”?
[03:28]
There’s actually a lot that comes to mind. Which is, I suppose, a great thing. Yes, we do specialize in B2B, so, I’m still personally quite impressed by what we can do in the B2B field. For example, a lot of ITDMs, BDMs, those are the general population you’d think of when you talk about B2B, but we do all the lower IR stuff as well. Like ITDMs and certain industry that provides a certain product, all of that other panel companies can’t really offer, we’re being able to offer online. I wish I could think of a specific project. There’s just so many that we were able to help clients on and they didn’t even expect us to be able to fulfill.
[04:21]
How would someone get in contact with you if they wanted to?
[04:25]
Just through emails. I’m always on emails on my phone. I’m based in the UK, so I work European hours. Of course, we’ve got 24-hour coverage from the US and also our Indian operations...
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Richard Merrick, Client Services Director at Voxpopme.
THIS EPISODE’S SPONSOR:
GreenBook
CONTACT RICHARD ONLINE:
Voxpopme
[00:02]
Richard Merrick, Voxpopme, tell us a little about what you guys do.
[00:07]
We are a video in-size platform. Really, the aim of the company is to make working with video as quick and as easy as possible, so we work with brands and agencies is to make that happen.
[00:17]
How long have you been with the company?
[00:20]
Just over a year, so joined last January.
[00:22]
We’re live today at the IIeX show. You’ve not been to one of these before then.
[00:28]
First one was last year. Initially, I just joined and came right over for it. It’s really good. Really great conference.
[00:35]
You’re based out of London?
[00:36]
Yes.
[00:37]
What did you do before Voxpopme?
[00:38]
I worked for a few different tech companies. I was with Toluna for a couple of years and before that Instantly. I always worked in the tech side of market research.
[00:48]
You’ve been in the market research space for the majority of your career?
[00:51]
Unfortunately.
[00:52]
How did you wind up in market research?
[00:56]
Like most people I just fell into it. I’ve done sales and client service success for a while in different industries. Then an opportunity came up with a company called Chow, who was a part of Greenfield way back in the day. I joined those and unfortunately, I’ve been here ever since. (Laughs.)
[01:14]
Yes, I know. It’s funny. There is this gravitational pull for if you make it for about three years to five years in a career, I feel like it’s hard to break out of the space.
[01:27]
Yes, you’re just stuck in. (Laughs.)
[01:28]
It’s a big industry, it’s exciting. We are going through a lot of change right now. Of course, Voxpopme right on the forefront of that with video insights. What are you seeing that’s resonating with your customers as it relates with video right now?
[01:44]
There are a few different things. Firstly, and this is a quote from an actual customer, brands particularly now have more data on customers than they’ve ever had in the past. What that’s led to is the lack of empathy for consumers because they’re just stats. They look at graphs, dashboards so the power of video is to really bring the consumer back into those brands and one of the things that we always hear back from clients is the impact that it can have internally. Instead of just going through a PowerPoint presentation with stats on there and details so to be able to show a two to three-minute video bringing all those messages to life just really helps with them getting across the messages to their stakeholders or their clients.
[02:33]
In 2013, I did a study for eBay. Maybe it was 2012, excuse me. In the study, it was an Amazon versus eBay comparison and contrast and it was an important project for them from a strategic perspective. As I worked with the internal researchers, I was at the site at the time, and we came up with this presentation, charts, graphs, et cetera. Finally, I’m like, it just didn’t feel exactly human, so we did video testimonials as part of the survey itself so people would record themselves talking about why they use eBay, why they use… We incorporated a few of those choice videos into the PowerPoint presentation. It made it all the way up the board of directors and one of the board members said, “This is the first time we’ve had the voice of the consumer in the boardroom.”
[03:40]
Oh, wow. That’s incredible.
[03:42]
It really goes to talk about how we as an industry on the quant side, not the qual side, but on the quant side have done a bad job of humanizing data. Nobody has 2.3 kids. In that framework,
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Richard Collins, Chief Customer Officer at Askia.
This Episode’s Sponsor:
GreenBook
Contact Richard Online:
Askia
[00:02]
We are live at IIeX. What do you think about the show so far?
[00:06]
It’s good. This venue is awesome. It’s probably the best one on the roster that we go to. They run it really well, good content loads. It loads of different things you’re going to learn here. I don’t have a booth this year. I’m regretting that. I think I’ll get one for next year.
[00:24]
Yes, it’s been for PureSpectrum, it actually has been really good for us. It’s been a lot of activities. It’s perfect. I love the activity map. Askia, what’s going on with Askia?
[00:39]
Askia, we’ve just changed our tagline. We’ve been software for surveys for 20 years, and we’re now automating insight because a lot of our clients, they’ve got Askia in the middle of what they’re doing and what you’re doing is so hard. There is so much technology involved, it’s so more complicated than it used to be. We’re working with companies like KPMG companies, companies like Hall and Partners where we are at the center of what they’re doing. But they’re using lots of other things to link through to it. Lots of automation, lots of APIs, lots of really clever things.
We’re doing a lot of custom things for clients. There’s a lot going on at the moment and the business is definitely changing. We’re having to be less of just a software company to almost more of a consulting company. They have research operational problems and we help them solve those.
[01:35]
That’s actually really interesting. What are you seeing… because you’re a veteran of the industry. You’ve touched a lot, right? Qualitative technology, quant technology, quite a few from a global point of view, what are you seeing as trending right now.
[01:51]
Automation’s the big word. Everyone is trying to save time to the bits that can be automated to do those. Whether it’s sampling, whether it’s waiting, whether it’s getting data, merging data, data processing. Those things that are difficult and could potentially be to automated. That’s the trend I’m seeing.
[02:18]
Yes it was blockchain last year. Right?
[02:18]
Mm-hmm.
[02:19]
It’s funny. It’s like one in one year, there just hasn’t been a lot of mention of blockchain.
[02:25]
I think there have been two papers both today. Yes that’s right. I expected there might be that there were loads last year.
[02:35]
Yes exactly. I guess my broader point is, do you feel like automation is here to stay or do you feel like it’s more faddish?
[02:43]
No, I think it’s here to stay. There are all sorts of different ways you can have AI and whether it’s pure AI or not, I don’t think it really matters. It’s whether you can be taking the best of human skills, automating those where possible, where it makes sense. You can save an awful lot of money, save time, and get those people who are smart. We got some really smart people in the industry, getting them focused on generating insights and helping them generate insights. Things like automating on the analytics so to be able to pull out the analytics, what are the main themes coming through from this study without interaction and then the researchers will come in and then expand those, explore those.
[03:36]
Yes, I actually, I think you’re exactly right on the automation viewpoint. It’s funny because we’d been doing it, it’s like cloud computing. We were doing stuff in the “cloud server base” well before it was defined. We just wrapped a new word around it and all of a sudden.
[03:59]
We’re actually saying, people are asking for things away from the cloud, so they want control.
[04:02]
Centralization. Is that around consumer privacy?
[04:07]
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Ranier van Rietschoten, Co-Founder and CCO of Veylinx.
This Episode’s Sponsor:
GreenBook
Contact Ranier Online:
Veylinx
[00:02]
My guest today is Rainier from Veylinx. Thanks so much for being on the Happy Market Research podcast.
[00:08]
Thank you. Happy to be here.
[00:10]
We’re day one IIeX. How’s the show going?
[00:13]
It’s pretty good so far. I’ve been able to see a couple of presentations, but I’ve also spent quite some time at our booth, talking with fun and interesting people.
[00:23]
Yes, clients.
[00:24]
Also, clients. Yes, I think third or fourth year that we are here at IIeX. It’s always one of the highlights of our conference calendar because they focus a lot on putting innovation in the spotlight, which is also something where we feel quite passionate about. That’s always good fun and we have some current clients and of course also some really nice new interesting people that we can always meet every year.
[00:52]
Veylinx, you are the founder of the company?
[00:56]
That’s correct.
[00:56]
Tell me a little bit about that.
[00:57]
Veylinx was founded about four years ago. I’m one of the founders together with Anouar and Anouar is a scientist working actually at the University of Amsterdam in the field of behavioral science. When he got introduced to it into market research, he saw that especially within innovation testing, a lot of the work, in innovation foundation evolves around measuring intents so you ask questions, “Are you considering purchasing this product? How often? How much are you willing to pay for it?” Coming from a behavioral science background, you always learn, don’t ask what people think they’re going to do, but measure what to really do. What we have done is actually we took an approach from behavioral science and introduce it with market research. What we did is we built this tiny ecommerce platform on which we host auctions of products that we want to research. Then by looking at the bits on those products, we can make predictions about many people want to buy this or very few, how should you position it? So one half can bid on a Heineken beer saying it’s ice cold, the best and the other half bits on the Heineken beer for claim it says brewed of natural ingredients and then we can see which position works best and who are the people most interested in buying this? We’ve a very efficient tests that is fully behavior based. We can basically do full concepts and ID evaluations.
[02:20]
How long does the project usually take?
[02:25]
It’s quite fast. When we run a project, typically when we go live with the field work and field work takes anywhere between two to five days. One day later we can deliver top lines and then a few days later we can deliver full polished brief.
[02:39]
You’re doing everything for the customer in terms of helping them design the project execution, analytics and reporting.
[02:48]
We have both. We have our full stand-alone platform and with some clients they set up their own projects or doing their own analytics. We just delivered them the platform. But for the majority of our clients, especially in the CPG and consumer electronics industries, we’re providing the surfaces as well.
[03:08]
That makes it a lot of sense. You said this is the third year or fourth? I apologize. The fourth year here at IIeX. How’s this year shaping up compared to previous ones?
[03:18]
It’s interesting, IIeX has grown a lot bigger, which I think is great because it’s proof that the industry is evolving. Also, when I think about four years ago when we were showcased as a startup, we saw there were a lot less startups in the industry and also it was a lot harder to have clients open up and experiment something.
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Rahul Krishna, Director EMEA, Client Solutions at Prodege.
This Episode’s Sponsor:
GreenBook
Contact Rahul Online:
Prodege
[00:00]
We are live today at IIeX in Amsterdam, morning time. Where are you from?
[00:07]
I am from London.
[00:08]
For you the time zone is not a big deal.
[00:10]
No. Not so much.
[00:13]
Tell us a little bit about Prodege.
[00:15]
Prodege is one of the largest online panel companies in the world. Prodege is at heart a consumer internet company. Our users are panel members or whatever term you want to use, who do a bunch of different things. They shop, they search, they play games, they also take a lot of market research surveys and that way they stay engaged. That way the data that market research agencies and end clients get from us is fresh and diverse.
[00:46]
How big is the panel?
[00:49]
The actual panel size is about 60 million members all over the world. It is a very large panel distributed all over the world but primarily in the United States and the UK.
[01:04]
How do you get your panelists?
[01:07]
We use a bunch of different channels, we look for internet properties where people are… Where internet traffic is looking to do things. But most interestingly a lot of our panel base recommends to other people. When they come to our internet properties and they take surveys and they shop and they do other things, they find a lot of value. Also the heart of the company, people… I think this is about giving back to people. Whatever rewards people make they tend to recommend to other people. It is so good that they recommend their families and friends and they come back to join our panel.
[01:51]
Your panel incentive structure, is it based on reward points or is it based on cash?
[02:03]
It is based on points. It is not based on cash, but you can convert those points either into multiple gift vouchers and also get a PayPal card for example. You will never ever get cash.
[02:18]
It totally converts?
[02:19]
Absolutely.
[02:31]
One of the things that I have been hearing specifically from Roger Verhulst, who is head of insights from LinkedIn, is that participation rate for email solicitation is on its way down. Do you guys have a unique way that you engage and notify your panelists about survey opportunities?
[02:53]
I completely agree with you that the email participation is very down. If you look at the millennial for example, the amount of time millennials spend on internet is very difficult to get their attention through email, so we have a very sophisticated dashboard where people can interact with us. And also don’t forget that we have different channels through which we interact with our members. It is very diverse. We want them to shop, we want them to search, we want them to take surveys so we have come up with a very interactive dashboard where people can just… If they are tired of taking surveys, they can shop. If they are tired of shopping, they can do other things as well.
And I think that has been one of the ways we’ve been able to keep the panel active. Also mobile is a big way we are also interacting with people. We have mobile apps where people can come and take surveys and also do other things.
[03:53]
That sounds pretty exciting.
[03:55]
Yes it is. I think in this day and age, we have been very successful in finding out different channels where we can keep our participation rates high.
[04:08]
If someone wanted to get in contact with you, presumably to be a customer or have questions, how would they do that?
[04:12]
They can obviously visit our website www.prodegemr.com, or they can reach out to me at rahul.k@prodege.com.
[04:23]
And that is R-A-H-U-L?
[04:26]
Dot k@P-R-O, D for delta, E-G-E.
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Paul Neto, Co-Founder and CMO at Measure Protocol.
This Episode’s Sponsor:
GreenBook
Contact Paul Online:
MeasureProtocol
paul@measureprotocol.com
[00:00]
Everybody, thanks for tuning in today. We’re live at IIeX in Amsterdam. This is the first time I’ve been to this show. I’m joined today by Paul Neto, Measure Protocol. Sir, thanks very much for being on the Happy Market Research podcast.
[00:16]
Thanks for having me. It’s good to be here.
[00:17]
We are early on day one. What do you think about the show so far?
[00:22]
For one, it’s a great venue and the talks are looking to be pretty interesting. It’s a great lineup for today here.
[00:30]
We’ve had four talks so far, is that right? Have you been able to hear any of them yet?
[00:35]
Yes, I sat in on one this morning. Both talking with Lacoste on how they’re introducing these agile methods into the research processes.
[00:47]
Useful stuff?
[00:48]
Yes, very good stuff.
[00:49]
Has it been pretty good for networking?
[00:51]
Yes, I heard it’s about 650 people here, and it’s with a great venue. It’s very social and very adapt for socializing.
[01:00]
It’s been really good. Are you going to the research club event this evening?
[01:03]
Yes, I think it’s one that can’t be missed.
[01:03]
(Laughs.) We were out till 1:00 a.m. yesterday, or I guess this morning, technically. Which was all by accident, I was just with our MD here in Europe. Anyways, I wish I would have slept a little more but that is what it is.
[01:19]
Yes, that’s what these conferences are like.
[01:20]
My late grandmother had a saying, “If I lay down too long, they’ll start throwing dirt on me.” (Laughs.)
[01:28]
I’m probably the only person here who can say this is his first time in Amsterdam. I’ve come through the airport many times but first time spending some time in the city.
[01:36]
Mine as well by the way. I’d never been to Amsterdam.
[01:40]
We’re in the same club.
[01:40]
What a city?
[01:44]
Yes, beautiful. Just beautiful.
[01:45]
Tell us a little about Measure Protocol.
[01:48]
Sure, I guess a place to start is just this past June we actually won the IIeX innovation startup competition in Atlanta.
[01:56]
Which is huge! Congratulations. I was there, a part of that whole thing.
[02:00]
It’s set forth some pretty good momentum. We are a blockchain based startup where we’re using blockchain and some interesting cryptography to build a data marketplace where you can buy and exchange data which includes participating in survey-based research and passive data. Really, using some of the blockchain attributes help build what we call, “A marketplace of trust.”
[02:33]
I like that, “Marketplace of trust.” Talk to me a little bit more about the trust angle as it relates to a blockchain.
[02:39]
We get trust from a few things, one is the fact that it’s decentralized nobody owns it, you can’t change it. Also that it’s transparent by nature. Across numerous industries their using these technologies to provide transparency into things like senile supply chains. We believe that transparency is one of the key components in building trust. Within the research industry, I think there’s a number of mechanics we can take advantage of and use this to build this trusted marketplace.
[03:13]
Last year was huge with respect to blockchain being the new AI or whatever you want to call it, the trend. Tell me how the spaces evolved in the last 12 months since I saw you last in Atlanta.
[03:32]
It’s been an interesting 12 months. The best way I would describe it is it’s gone through a cycle of maturity. There was a lot of height. There was a lot of talk around cryptocurrencies, and there’s also been,
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Roy Patel from Pathmatics.
This Episode’s Sponsors:
G3 Translate
GreenBook
Contact Roy Online:
roy@pathmatics.com
[00:02]
Hey everybody, welcome back where we are live today at IIeX and the Happy Market Research podcast. I have a special guest, Roy with Pathmatics correct.
[00:13]
Correct Jamin, Roy from Pathmatics.
[00:16]
(Laughs.) We had dinner out of complete fluke with a larger group a couple of nights ago and it was an absolute blast, a 2:00a.m. for me, event.
[00:27]
Was it that late?
[00:28]
We left after dinner and went to one last bar, Steven and I, and there was a drunk Irishman and his wife that were at the bar and they kept ringing a bell that hangs over the bar. The tradition is if you ring the bell, you buy the bar a round. He wound up buying two rounds.
[00:48]
I didn’t know about the after party. Sorry.
[00:50]
Yes. I didn’t either and neither did Steven, so it was like a complete crazy thing. We felt it was one of those like socially awkward. It’s like you always had an extra beer in front of you, anyway, it was not my best morning. It was not the best look for me the following morning.
[01:08]
The luck of the Irish is I would say with Steven and you’ve got two from him, so yes did very well.
[01:15]
That’s true. What do you think about IIeX?
[01:21]
It’s the fifth one I’ve been out of six. It’s the biggest in terms of attendees and the actual conference itself in terms of space and exhibitors and brands and research agencies. Yes, it’s an eye opener in terms of new things that are now evolving. The whole thing about AI as an example, it’s top of mind and there’s a lot more debate about AI or the whole area of data integration in terms of taking large datasets and integrating them. Companies like Knowledge Hound, for example, the whole era of automation for example as well. From a sampling perspective, research perspective. It’s interesting compared to maybe three, four years ago it was more traditional research orientated sub-topic matters.
[02:16]
One of my observations with IIeX is, and I honestly just, this was my one aha moment on this in this event is AI. The way that we’re talking about AI now is, it’s a practical application to real-life business. Whereas when it was first introduced maybe three-ish years ago it was just this concept and we really couldn’t map it to this is the terms of trade or this is how you apply it to better the researcher’s life. It was much more theoretical. My theory is that with technology, you have an adoption curve and it just takes a little while for things to percolate enough and for us to have a meaningful conversation about it. What IIeX does is it gives you a way to see what you’re going to be talking about maybe in a year or two.
[03:06]
Absolutely. IIeX as a platform for innovators to maybe preachers the wrong word, but to make it a topic of debate about what’s going to happen in the future. It’s a great platform.
[03:20]
Yes for sure. The theme of this one has been automated insights clearly, right? It’s funny too because if that was not planned, I don’t believe by the conference. It just has worked out that way. What do you think about automated insights? What’s driving that?
[03:34]
It’s funny, automated insights, AI. (Laughs.) You talk about artificial intelligence, but automated insights know the same acronym as such. Automation is going to play a major part moving forward. It’s all about making things not necessarily faster, better, cheaper, which used to be the old mantra, it’s really about making things definitely more efficient. Rather than a faster, it’s more about making it more efficient. It’s all about making things more tangible, real-life experiences in terms of making things a...
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Paul Hudson, Founder and CEO of FlexMR.
This Episode’s Sponsor:
GreenBook
Contact Paul Online:
FlexMR
[00:00]
My guest today is Paul, FlexMR. Paul tell me about FlexMR.
[00:08]
FlexMR, we’ve been around for nearly 20 years, the last 10 building a research platform. We’re a technology-driven agency and our platform is a technology platform that is enterprise wide and our service level is everything from assisted service to full service. We’re an agency with a platform provider.
[00:27]
Very interesting, so tell me about the platform.
[00:29]
Yes, so the platform combines qual and quant. It was the first and I think it’s pretty much the only one that has qual and quant in one place as opposed to different things plugged into an API. That allows our clients to agilely move research from qual to quant back again, and that’s really been very useful for our client moving to more intuitive techniques in the years.
[00:49]
That’s interesting. It almost creates this, it propagates an agile point of view on your research.
[00:55]
It does, exactly. We deliberately built a live chat in there, not just discussion boards next to the quant so that you literally you can do a survey, you can field that, and then you know obviously stakeholders say why did they say that? Well, we can then follow that up now. We can recruit specific people to answer this specific question and then pop them into a live chat or a discussion board and then follow it up.
[01:18]
How are you, how much time is around that, like let’s say that I’m you know whatever doing my quants, then I have a question, right. How long is it from inception of the question to delivery of the insight?
[01:30]
It varies really. It depends on—
[01:32]
Hours? Days? Weeks?
[01:33]
Well, it’d be days probably. Yes. I mean hours if you wanted one or two responses probably. You could get a quick poll out there in 24 hours.
[01:41]
Yes, got it.
[01:42]
And get the results back.
[01:43]
How are you getting respondents?
[01:44]
Typically it’s, we work mostly directly with brands, so we’re using a lot of their client lists. But again we work with sample providers as well to recruit in and fill ad hoc surveys. A lot of our clients do these and want to use our platform and then serve ad hoc surveys outside of recruited panelists.
[02:04]
What does a typical engagement look like with FlexMR?
[02:08]
It’s a partnership one, so it’s a continuous one. It’s a subscription to our service model on a 12 monthly basis and clients subscribe to the platform, to the tools they use, and then the service level that they want because we are at the end of the day, researchers, not just technologists. We have, you know, a full-service agency behind the scenes.
[02:28]
That’s pretty exciting. If someone wants to get in contact with you, how would they do that?
[02:31]
Direct through the web, FlexMR.net is the place to go. You can look at videos and lot of content on there as well and get in touch through there.
[02:41]
That’s FlexMR as in market research dot net.
[02:45]
Dot net.
[02:47]
Really quick, I know you got a flight but IIeX, we’re ending day two. What did you think?
[02:52]
Yes, fantastic. Just as good as last year when I came to the EU one for the first time. It had some really good stuff at automation AI, obviously, but I think the take away for me was around democratizing in sight. Not talked about enough so it stands out for me.
[03:08]
Yes, that’s right. You know, I was just talking earlier with another guest and for me, that was my big take away, is market research is more relevant than ever before, and at the same time though, there’s a democratization of access to insight that’s happening across the organizat...
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Nik Samoylov, Founder at Conjoint.ly. This Episode’s Sponsor: GreenBook Contact Nik Online: LinkedIn Conjoint.ly
[00:02] Nick Samoylov from Conjoint.ly. [00:04] And Conjointy.ly has been making a big impact in the industry. I’ve been running into you guys a lot lately. Maybe you can tell us a little bit about the company. [00:13] Yes, thank you for the kind words. What we do is help companies with product and pricing research. In particular, we help with MCG clients, technology clients, other industries when they have questions about feature selection pricing, selection of claims, packaging and other things that go with it. [00:30] Yes, for sure. You started the company? [00:33] Yes, seven and a half years ago. [00:35] So fairly recent. What was your background before that? [00:40] I did marketing at uni and I graduated, so I went to Australia National University. At that time, I really wanted to work in market research and I applied for about 30 market research jobs, but nobody took me, so I had to go into consulting. I worked for a company called Bane for three years, then I left and started this. I made my way into market research, not because somebody took but I basically made my own way. [01:06] I love that story by the way. Do you have any co-founders? [01:12] At the beginning, yes but now it’s just— [01:15] Just you? It can be a little scary or daunting, starting a business? [01:21] It was and in this industry in particular when the sales cycle is quite long, it’s about six months because what we offer is not something that people may need immediately. It takes time to warm up to this type of research. The research question does not come very often. Yes, it can be but now we’re lucky to have clients who need this type of research and we’re happy that we can provide it through automation and through custom projects as well. [01:53] MRMW North America is coming up. It’s a conference in April. April 10 and 11, are you guys going to that? [02:01] I don’t think it’s scheduled at the moment. [02:04] The only reason I’m asking is that the topic is research automation and on the back of your business card it says automated product and pricing research. Can you talk just a little bit about what that actually is. [02:19] Yes, absolutely. Most of the projects we do are not done by us, humans, they are done by the platform. Our approach is to take projects that are starting as custom projects and to put them into automated tools. For example, we worked with a client on about a dozen markets for a claims test and now claims test is a methodology available on the platform so you can just copy and paste your claims for a product from an Excel file, even if you have 300 of them, and then have them tested in a very efficient manner without the need of a custom project. [02:56] Conjoint.ly obviously connected to Conjoint from a methodology perspective. Is that the dominant use case on the platform? [03:06] Yes, absolutely. Whenever people have questions about feature selection, price elasticity, what happens if you increase or decrease the price upon promotion. Conjoint is a very useful methodology for that and our tools are set up to help with that. [03:23] You do other methodologies as well? [03:25] Yes, they’re mostly what some people call advanced analytics except we transpire them into usable, user friendly interfaces that lets you put in your stimuli and then wait a few days and then get an output which tells you what is the winning combination of features and claims and press points. [03:49] The data reporting is actually pretty interesting as well. Your platform has real time access to analytics? [04:00] Yes, in the sense that, for example, if you are running a project and you want to see doth resul...
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Nick Thomas of MrWeb.
This Episode’s Sponsor:
GreenBook
Contact Nick Online:
MrWeb
[00:02]
I’m Nick Thomas. My company’s called MrWeb. MrWeb Limited, and a producer of Daily Research News Online as well.
[00:09]
You are my honored guest on Happy Market Research today. I have been, as has the entire industry, consuming your content for many, many years. You are the leader, I believe, in what’s happening right now in market research.
[00:26]
I like to think so. It’s a small market, so there’s not a vast amount of competition (laughs).
[00:29]
It’s true.
[00:30]
If we were the leader of 1,000 competitors then that would be great, but very few. It’s been going on now for 19 years, or 19 years next month, we’ll have been doing the news. The company is 21 this year, so we’re dinosaurs in internet terms (laughs).
[00:44]
Yes, that’s true.
[00:45]
Some would say we’re dinosaurs in the way we do it as well (laughs). We’ll come back to that later.
[00:51]
That’s hilarious. I can’t wait to dive in more. IIeX day two is winding up. How has the show been for you?
[00:57]
The show’s been excellent. I’m always telling people, whatever show I’m at, that… Which I’m not at very many, by the way. I’m trying to get out more these days rather than sit behind the PC. I’m always saying that there are quite a lot of shows around these days. It’s, if anything, quite a crowded market.
[01:13]
Very. It’s one I’m glad I’m not in.
[01:15]
Yes. You have to look at it and say that you’ve got to differentiate yourself. Would there be consolidation? Possibly. There are people collaborating in Quirks and TMRE in the US. Things may not mean consolidation, but there are a lot of events around companies that feel that they need to go to all of them. They’re now having full-time staff just traveling from (laughs) place to place for certain parts of the year.
[01:38]
It’s a heavy lift. We’re doing—
[01:39]
It is, yes.
[01:39]
At PureSpectrum, we’re doing 16 conferences this year up from zero.
[01:44]
You’re in second place then. Congratulations (laughs). I have a 20, a 16 and a 15 now. This company’s spending all their time on the road. Having said that, IIeX, this particular show, which is the only one I’ve been to, the European one, has easily got a place notched in there. There’s no threat to this one because it’s an incredible conference, incredible location. They do very well.
[02:09]
They’ve absolutely nailed it. What’s interesting about IIeX is they have… GreenBook at large, with GRIT as well, has really assumed this Sage leadership role of insights or cutting-edge technology in the insight space. What I like about this is you walk around the show floor. You’re meeting a lot of… I don’t know. We’ll call it $1 million to $5 million companies. In five years, some won’t be here and some will be big, which is neat.
[02:42]
It’s a good space for them to be in, and it also makes it a very interesting show. I’ve particularly enjoyed the startup competition this year because it’s showcasing… There are people competing for quite a reasonable prize.
[02:53]
Yes, $20,000.
[02:53]
Twenty thousand dollars.
[02:54]
Yes, it’s real money.
[02:55]
We’re trying to add in a little prize of some bonus advertising on DRNO.
[02:59]
Are you?
[03:00]
Yes. Only a small amount, don’t worry, Jamin. (Laughs.) That will be part of the prize, hopefully. The organization that—
[03:08]
I love that.
[03:08]
Scoops it gets as well. It’s a bit of exposure. We’ve had seven companies picked out in total, and the winner will be picked this afternoon. We got a chance to go and talk to each one of them yesterday and decide who to vote for. Sorry, not each one of those.
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Nancy Hernon, CEO and Co-Founder of G3 Translate.
This Episode’s Sponsor:
GreenBook
Contact Nancy Online:
G3 Translate
[00:03]
My guest is Nancy with G3 Translate, she is a, I’ll call it a lifetime friend in the market research world anyway. Nancy, thank you so much for joining me live at IIeX Amsterdam.
[00:15]
I am so excited, thank you so much, Jamin, for having me.
[00:18]
What do you think about the show?
[00:19]
I think it’s great. I wasn’t sure what to think. I’ve never been here before to this show and I thought, “Let me go check it out.” I’m really impressed. The speakers have been awesome and some of the conversations that I’ve had, just standing around, have been truly inspiring.
[00:35]
Do you have a favorite moment so far? I know it’s pretty early in the first day.
[00:40]
My goodness. I think my favorite moment, this morning, I was chatting with someone who’d been talking about a workflow tool that they had developed for an end client they had presented on. It was so interesting to see how artificial intelligence is being implemented in market research and to talk to some of the different software providers here and see where they’re going with it. It’s a little scary and a little exciting so those kinds of things rack up well for me. (Laughs.)
[01:13]
G3 Translate, by the way, the official sponsor of the Happy Market Research Podcast, thank you very much for that. Tell me a little bit about the company and what you guys are working on.
[01:24]
We’re foreign language services for market researchers. All we do is translate your research into a plethora of languages, all different combinations. We do the translations, the transcriptions, and now, after being here, and talking to some of the providers I’m starting to wonder. We’ve been talking about and working on some engines at G3 and I’m wondering how that AI can come to play in our future.
[01:51]
That’d be interesting, wouldn’t it?
[01:52]
Yes, definitely.
[01:53]
Yes, because Google Translate doesn’t work. For Google Translate it works but it doesn’t work in real life and a straight-up translation services can’t do market research either. I’ve tried. It doesn’t translate.
[02:13]
Exactly, yes. It is a very specific language, so to build something around that in a very specific and meaningful way is a big challenge, but I think it’s something that I would like to look into a little further, to try to be quicker, faster, and more agile. We’re very good with turnaround times now and our translators are wonderful, but the future is in technology in many ways so I am very curious to see how we can make that play out for us.
[02:42]
Yes, me too that sounds really exciting. Then you have the opportunity of integrating it into… I’ve always thought that there is an opportunity in your space for a translation company to integrate into a tool so I’ll pick on Qualtrics, for example. You’ve got a survey platform, obviously. International or multi-language is fairly commonplace nowadays. You can’t just push button it, right?
[03:08]
Right.
[03:09]
It would be interesting if there was a way to inject it in the process, actually have a translate button, that would not be Google Translate but would actually start the process of the translation.
[03:22]
Yes, I don’t want to give anything away but there are some tools that we are talking to about integrations.
[03:27]
Are you serious?
[03:28]
Yes, I am. (Laughs.)
[03:29]
I totally nailed it! (Laughs.) You heard it here on Happy Market Research Podcast. (Laughs.) Are you going to get to see any of the sights here in Amsterdam?
[03:37]
I don’t know, maybe. I’ve been here a few times before it’s a gorgeous city, but let’s see.
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Mike Storm, COO at Neurons.
This Episode’s Sponsor:
GreenBook
Contact Mike Online:
Neurons
[00:02]
IIeX Amsterdam, I’m here with Mike the COO of hold on, wait for it, there we go, Neurons. That’s actually a pretty heady—
[00:15]
That’s pretty catchy, isn’t it? (Laughs.)
[00:16]
(Laughs.) It is.
[00:18]
It was a good name. (Laughs.)
[00:20]
I am surprised Neurons, Inc. was available. That’s pretty good. So, your business has been around about six years.
[00:28]
That is correct.
[00:29]
And you had mentioned to me you’ve been there five. Tell me a little bit about what you guys are doing.
[00:34]
Neurons, Inc. is what you would call a consumer neuron science company, meaning that we work with insides of the consumer. We do it with a very specific methodology of synchronizing EEG brain scanning and eye tracking. Meaning that we can adapt to various different touch points of the consumer being everything from marketing and advertising testing to website and retail testing and finally, of course, the final product and packaging. That’s what we’re doing.
[01:04]
I did eye tracking back in, and this is aging me a little bit, but in 2000, for Disney and ESPN, specifically. So, early web stuff, it was a process and a tremendous amount of gear in order to set it up, right?
[01:23]
That’s right.
[01:24]
It was quite literally like building Frankenstein. I just was at your booth and was admiring the hardware. So, it’s gotten lightweight—
[01:35]
It’s gotten so much better. Honestly, both the science behind it, the hardware, the software, the precision, everything has just been improved so much over the last 10 years that we’ve gotten to space where we can even test people in moving environments. Meaning that people can actually walk in a store with an EEG and eye trackers on, and we can follow not only what they do, but also what they see and what they feel. It means that you can tap into the mind of your consumers, and get some insights because sometimes, it’s not because we believe consumers want to lie, we just believe it’s hard, sometimes, to both remember what I just did, remember what I felt when I did it, and think about what I’m going to do soon. Therefore, having predictable tools and tools that can actually break things into second by second, emotional and cognitive levels, we just think that’s a whole new era of things that you need to look into.
[02:29]
I totally agree with you. I’m a quantitative researcher by trade. What you say is often times not getting to the actual purchase intent or— So that I think the ability for observed data to get connected to self-reported data is very powerful. Coupling that with, as you just said, being able to garner those insights in the context of an experience. You and I could be sitting here having a conversation, I could, which is very common, scroll through my feed quickly and see an ad. That context of the ad consumption needs to be taken into consideration, and so being able to passively garner my reaction to that ad is, I think, powerful. What kind of companies are using your services.
[03:32]
We’re mainly working with some of the larger companies in both Europe and the U.S. Fortune hundreds and people thereabout. It’s very much in various different spaces, because the consumer journey is important for all of these companies, and some might only be a website experience but still having that website optimized for whatever need it is, very important. The same for their marketing strategy. They want to know their campaigns are actually working on Facebook or on a website, and on TV for that sake. It’s a broad part of clients we have, but the biggest part is in technology, in clients like Google, Facebook,
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Matthias Kampmann, Head of Strategic Cooperations at quantilope.
This Episode’s Sponsor:
GreenBook
Contact Matthias Online:
quantilope
[00:00]
Matthias today is joining me live from IIeX’s floor in Amsterdam. What do you think about the show so far?
[00:10]
Oh, it’s pretty great actually. Very international, I’ve been looking forward to this. Glad to be here.
[00:15]
Quantilope is the name of your company, tell us a little bit about it.
[00:18]
Yes, Quantilope has been founded four years ago as a startup in Hamburg. We are now at 70 people actually. We’ve just finished our series A funding and are expanding through the year. What we are actually doing is we are removing gut feel from all business decisions.
What does that mean? We are doing an agile way of working with market research by automating all the market research methods that are out there basically. For example, conjoined methods, mixative methods. All the hardcore statistical, geeky stuff let’s say.
[00:53]
Are you automating the analytic side of it or the whole project?
[01:00]
Yes, we’re basically in end to end platforms. You can start the project right within our app and then go do the survey within the app, program the survey, do all the field work within the app and then do your analysis part. In the end, if you like you can even do it in a dashboard and show it around. Yes, it’s fully end to end.
[01:20]
Is it web based, meaning desktop based, or mobile?
[01:26]
Yes, it’s only web based. You can absolutely participate on all your devices, but the experience for the researcher, it is web based.
[01:33]
Give me an example of a customer story, when they engaged with you.
[01:42]
For example, there are some companies that are starting to do more product tests, for example. Product tests usually take a lot of time and money and effort to do. What we are now enabling clients to do is have a product test, either bring their own product test to our platform or use one of our predefined templates. Then they can very quickly, in a matter of one or two days, really do a product test, then iterate on that.
[02:10]
It is a little bit like Zappi, isn’t it?
[02:15]
It’s a bit like Zappi in the sense that we’ve also got a tool store, but we do enable a lot of customization. You don’t have to use one of the templates. If you like you can do a whole new project, do your own tools so you are very flexible within the platform.
[02:34]
That makes a lot of sense. You said you’re A round?
[02:34]
Yes.
[02:35]
Congratulations on that.
[02:36]
Thank you.
[02:37]
That’s very difficult to do. Then, North America is where you’re headed next.
[02:41]
Yes, that’s basically one of the big plans, big reveals for 2019. We just opened our office in New York. Five of our people, sadly from Germany left us, for the US, for greener pastures I’m guessing.
[02:54]
You’re in Manhattan.
[02:56]
Oh, yes. We are right on Broadway, to be honest.
[02:59]
That’s great.
[02:59]
It sounds good, right?
[03:00]
Yes, it does. Actually it is good. It’s the right place to be.
[03:04]
I hope so, yes.
[03:05]
Yes, for sure. Any plans to move to the West Coast?
[03:07]
No, not at the moment. We’ll just get a feel on the American market because it obviously is quite different from the German market where we are best. Yes, just testing the waters now and see where we go.
[03:18]
Awesome, how exciting! Well, congratulations on your success.
[03:22]
Thank you.
[03:22]
If someone wants to get in contact with you, how would they do that?
[03:24]
Oh, they can best go to our website. That’s Quantilope.com and basically get in contact with us right there. Leave your email, use a chatbot, whatever you like.
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Maria Soroka, Managing Director, Europe, at Fastuna.
This Episode’s Sponsor:
GreenBook
Contact Maria Online:
Fastuna
[00:03]
IIeX, we are live today in the trade show floor. This is the second day halfway through it actually. I’m sorry. Did you give me a business card?
[00:13]
I didn’t bring my business card. I should have.
[00:15]
Make sure I get one though.
[00:17]
Yes, I will. I will just bring my business card.
[00:20]
I’m here with Maria at Fastuna. Thank you very much for being on the Happy Market Research Podcast.
[00:27]
Thank you for inviting me. It’s really exciting for me.
[00:30]
You presented yesterday at the pitch competition?
[00:34]
Yes.
[00:34]
Tell me how it went. What’d you talk about?
[00:37]
I talked about my company. It’s not just my company, our company. The new startup, we launched just a year ago in Russia, and it’s been skyrocketing so far.
[00:48]
Congratulations.
[00:49]
Thank you. This year we are launching into Europe, and that’s why we’re here.
[00:53]
Tell me about the business. What do you guys do?
[00:55]
We are doing fully automated market research. Our unique selling proposition, we do believe we are targeting non-researchers. The platform is so simple that even a non-researcher can use it. You just log in, upload your stimuli, like let’s say product idea, just click the button launch, and then you get the results in just a few hours.
[01:22]
That’s spectacular.
[01:24]
Yes. It’s really handy when you run some brainstorming sessions, support and innovation, development or brand development like creative advertising and so on. Really the two that empower people, multifunctional teams within fast moving agile organizations to connect them in regularly ways to consumers.
[01:48]
You have specific product types then or survey types design?
[01:52]
Yes.
[01:52]
What are some of the more popular survey types that customers are using?
[01:55]
The most popular ones are around product idea at the early exploratory stage where you can upload stimuli like drawings or photos of the prototypes, for example, or any ideas of the services, that will be good visualization for consumers. There are a lot of ideas that we task around advertise in the really early stage before they go into proper link test, for example. It’s also very popular for visuals, video and a lot of clients do promo ideas because it’s really quick and cost-efficient share for your promo ideas as well.
[02:36]
You’ve been in the market research space for a while, right?
[02:39]
Twenty years.
[02:40]
You’re not old enough for that. During that time we’ve seen a lot of trends and changes and things like that in this space. Automation is clearly the word of the day in 2019. There’s no question about it. That’s what we’re going to be talking about for the rest of the year. I think on a go forward basis, I actually believe that automation is the new online survey. It is that disruptive? Right?
[03:06]
Yes. I agree with you, automation is like now this buzz word that everyone uses. What we discovered with Fastuna that simple automation is great, but it’s not enough. What we’re trying to make with the platform is add our specific magic ingredient, which is called simplicity. Basically, once you get everything automated what you want to do with your product to me to make it so intuitive, so easy to use. Basically, people feel really excited after they used it. We work with this wow factor.
[03:47]
I think if I was going to start a company right now it would be called Integrated Insights. I think that’s going to be where we end as an industry is insights integrated into the workflows of the brands across the organization with hopefully market resear...
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Lucy Davison, Managing Director at Keen as Mustard Marketing.
This Episode’s Sponsor:
GreenBook
Contact Lucy Online:
Keen as Mustard
[00:02]
Lucy Davison, Keen as Mustard. You and I have operated in the same circles and never met in person, which is a travesty.
[00:10]
It is.
[00:11]
Hello.
[00:11]
Hello.
[00:12]
Now, you’re getting ready to speak here, at IIeX, in just a few minutes.
[00:16]
I certainly am.
[00:18]
What is it you’re talking about?
[00:20]
It’s the great internal communication experiment, which was an experiment that we carried out with Coca-Cola. It’s all about getting engagement with insights from broader stakeholders within the Coca-Cola community. The problem the client at Coke had was that they had set up some wonderful systems, and libraries, and searchable platforms and they were doing a lot of wonderful work, but getting engagement from people outside the core stakeholders… We’re not talking about the brand manager of the Monckton guys, who was saying, “Can I launch my campaign?” We’re talking about accounts. We’re talking a broader operational audience, and they’re getting no traction. Now, those people need to understand and know about insights. They need to know about the work of the insights team because they can use that in their day-to-day job. But they were not engaging at all. So, we carried out an experiment to find out which type of communications could have most impact with that audience. We’ve since then started doing ongoing newsletters and infographics with Coca Cola and to deliver that.
[01:22]
By type, is it a mix of video, print word, audio?
[01:27]
Absolutely. Actually audio, funnily enough, wasn’t one. But what we did was a baseline, which was a simple HTML plain text email, so nothing else in it, just everything you need to know written in a text. We did a newsletter, which was a link through to the platform, S&I Connect, with more detail on it. We did video interviews, we did animated videos of the data and the results. We did an infographic. We did PowerPoint as well, because when you do benchmark… Because at the moment, they’re emailing PowerPoint, which I think is the case in most companies. We needed a benchmark to see what kind of impact that had, and we found that emailing PowerPoint was a complete waste of time.
[02:08]
This is going to be an exciting topic.
[02:09]
I hope so.
[02:09]
I have a funny story on that point, or relevant, maybe not funny. A chief insights officer for a major hospital network, they were trying to institute employee engagement with the data. The idea is that, “We have patient satisfaction data. We need to improve patient satisfaction. How can we get our employees to care about the reports?” Because they were forwarding PowerPoints or slides or PDFs of charts. She did a video, it was, “Give me 120 seconds,” kind of a thing. She just plowed through the content, and it was very well received and got a lot of attention, organizationally.
[02:53]
If you’re doing 280 individual research projects a year, and you’ve got three or four major trackers going on, you need to be able to institute this on an ongoing basis. We did two-minute video interviews with people talking about their project. We also did the animated stuff, as well. It was really interesting tracking what got the most traction. In fact, the face-to-face stuff… When you could send around those face-to-face interviews, those talking heads, as we call them, that had massive impact because people could see the person who was looking after the project. They could then feel more familiar with them and more likely to go back and ask them more and to find out more information. It was really key,
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Kristian Smith, Co-Founder and Strategy Director at GlobaLexicon
This Episode’s Sponsor:
GreenBook
Contact Kristian Online:
GlobaLexicon
[00:02]
We are live at IIeX Amsterdam. My guest today is Kristian Smith with GlobaLexicon. Kristian, thanks for joining me on the Happy Market Research podcast.
[00:12]
Thank you very much, great to be here.
[00:15]
Tell me a little bit about GlobaLexicon.
[00:19]
GlobaLexicon’s the biggest specialist market research focused translation agency. Operating worldwide with some very big clients, great portfolio focused on quality, have been doing very well over the last years.
[00:38]
How long has GlobaLexicon been around?
[00:39]
Two thousand four, but the first two, three years were probably in the second bedroom. Then you moved to a shared office of one, two, three. Probably over the last six years is really where we’ve put on the gas.
[00:55]
That’s the right way to do it though, isn’t it? Bootstrap the company, get to know the industry, product market fit.
[01:03]
Yes.
[01:03]
You’ve been there for eight years now.
[01:06]
Yes, so probably eight years, and then full-time essentially the last four, I would say.
[01:11]
Congratulations on that.
[01:13]
Yes, thanks. We have about 85 employees, so pretty good growth and good referrals as far as new business.
[01:22]
Maybe you could tell us a little bit why companies are choosing to use you guys over some of the competition, because there are a couple other companies out there.
[01:29]
Our key differentiator is we focus quite a lot on the quality aspect. Pricing is competitive, but possibly a little bit above. We focus very much on quality. We have an in-house linguist team, which most of our direct competitors, in fact probably all of our direct competitors, don’t have, in-house QA team versus using interns to quality check your material. Then that comes right up to the PM teams, who then have all of the notes, what we call delivery notes, that go right from the linguist team to the QA team, to the PMs and then out to the client. It’s very client focused. “Hey, we’ve noticed on question five, you’ve used this word, but we would suggest actually, in this market, changing it to this, and therefore the translation would be this instead of this.” There’s a lot of that kind of consultative service.
[02:24]
Language is so complex, because a lot of the communication is set in context. The words that we use in English to describe things versus Japanese, referencing the tea company behind me. That context, oftentimes I think, is overlooked or lost in translations for market research.
[02:54]
Yes.
[02:55]
It sounds like one of the things that you guys are doing is providing that lens for translation.
[03:02]
Yes, and it’s really, “What is that question trying to ask? What is the preceding question? Where are they trying to go with the research?” Which the team really pays attention to. Eighty-five percent of the revenue is market research, so the team is really focused on that for stuff.
[03:18]
That’s really interesting because market research is, in its own right, a language.
[03:23]
Right.
[03:25]
In a lot of ways, you’ve got to be fluent in lots of different…
[03:27]
Yes.
[03:29]
That’s great.
[03:29]
It’s going well.
[03:30]
If someone wants to get in contact with you, how would they do that?
[03:33]
Quote at globalexicon, G-L-O-B-A-L-E-X-I-C-O-N, dot com, and then the team picks it up. We go from there.
[03:44]
Of course, Kristian’s information will be in the show notes for this episode. How’s IIeX going for you so far?
[03:52]
I had an early flight. My son’s birthday was yesterday, so I stayed with him all day yesterday, and then left at 6:45.
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Jenny Karubian, CEO at Ready to Launch Research.
This Episode’s Sponsor:
GreenBook
Contact Jenny Online:
Ready to Launch Research
[00:02]
My guest today is Jenny Karubian. She’s based out of Los Angeles, California, which is like my backyard being in Fresno, of course. Ethnography research and strategy. Pretty good, right? IIeX Live Amsterdam, pretty good location. (Laughs.) She’s nodding. Tell me a little bit about your business.
[00:32]
An agency called Ready to Launch Research. We’re based in Los Angeles. We have a team of six of us. We primarily do all things qual, focus groups, interviews, ethnography, that’s something we really are passionate about at our agency, and a lot of hybrid studies. Most studies have some form of an online component as well as an in-person component, we’re doing a lot of that.
[00:57]
Tell me about a favorite project.
[01:01]
A favorite project!
[01:03]
Yes, a favorite, a stand-out project for you.
[01:07]
I did some non-profit research last year for an organization that wanted to talk to mothers about infant health. It was parents who had infants that had pretty severe illnesses. We traveled all over the country, we did this in six different cities and we met some really amazing moms all over the country dealing with a whole host of problems, things that ranged from partial infant deafness to conjoined twins. It varied a lot. And just learning about how parents really put their kids first in so many ways that it’s so nuanced and instinctual as well in how they work through these infant health issues so early on.
[02:00]
Was this done in a focus group facility or in-home interviews?
[02:04]
These were all in-home interviews, especially because parents of children of illnesses have a lot of difficulties traveling so we had to bring it to them. We tended to be in more remote areas, we did this in Idaho, Utah, and some pretty rural parts of Texas. Then we did some stuff in New York City which is a very different experience for people who are in a city versus people who are out in more rural American. It was very interesting to do in-homes in rural America because that’s not similar to what we typically do which tends to be more around the city. That’s where market research tends to happen most of the time.
[02:43]
Was there an “aha moment” in the findings that happened?
I’m thinking about the context of the insights. Focus group facilities are fairly sterile. Going into that home is much more intimate.
[02:56]
One of the big “aha moments” was how closely linked people’s financial well-being was linked to their child’s well-being. Even though everybody was putting the same amount of effort regardless of where they were, we could really see a lot of differences between people who were living clearly below the poverty line in middle America, versus people who are a bit more well off and living in Manhattan. Looking at how someone lives in their home is the quickest way to understand where they are in the social landscape of things, that was really clear to us by going into their homes.
[03:40]
It’s super interesting. It’s almost like that’s a sole other variable.
I did a study with Into It 100 years ago (laughs), where we had people take pictures of their desks that they worked at, then they would send us all of the pictures of their desks. It was really fun because it was a lot less about the desk and a lot more about all the stuff that was around it as it turns out.
[04:08]
Like what?
[04:09]
In that case, it was, they had a whiteboard or a corkboard. This helped. I’m not kidding when I say it was 100 years ago. (Laughter.) Corkboard! Anyway. It’s made of cork.
[04:22]
I’ve seen them before. (Laughter.
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Jan van Puyvelde, Sales Director EMEA and APAC at discuss.io.
This Episode’s Sponsor:
GreenBook
Contact Jan Online:
Discuss.io
[00:03]
My guest is Jan with Discuss.io. What is your title at Discuss.io?
[00:06]
I am actually Sales Director for EMEA and APAC, so everything except the US.
[00:11]
We are here live today at IIeX in Amsterdam. How many times have you been to the show?
[00:16]
This the third time in a row. We are attending because many brands attend. It is a nice blend between agencies, brands and startup companies. For me as a sales director, obviously, I needed to start the sales from scratch with Discuss.io three years ago. This was the perfect opportunity to have the opportunity to talk with different global brands at the same time, and to ramp up the collaboration in a more strategic way. That’s why we are attending.
[00:47]
Third year, you guys have a booth. What do you think about the new booths?
[00:50]
Yes. It is slightly different, but I think that definitely, the booth we have today is much better than a table.
[00:58]
I agree I like it a lot more than the…
[01:00]
Exactly. It’s more convenient to talk because you can stand, or you can sit so it’s easy to talk for people.
[01:07]
I was really reluctant because I had not seen one before. I am so glad with it versus the traditional tables you see along the outskirts. I feel it is far superior for having a conversation.
[01:18]
Correct, I agree.
[01:19]
In your close quarters what makes it feel busier? Even if I am standing by myself, I don’t feel like I am by myself. As opposed to normally, at a table, there is this vast expanse of nobody.
[01:31]
Exactly, (laughs) I agree.
[01:33]
Discuss.io, you guys have had a tremendous amount of success since founding the business, right?
[01:41]
Correct.
[01:42]
Talk to us a little about what you guys are doing right now.
[01:45]
Right now, actually we’re online do-it-yourself Qual research platforms. We give the ability to connect with consumers in real time online. The major takeaway is actually that its time and cost-effective. This means that you can get respondents faster in front of you, in real time anywhere in the world and in a more cost-effective way. It’s just a matter of a couple hundreds of dollars, instead of spending thousands of dollars. That’s really the bottom line of the tool. It’s actually made for everyone. Incite people really like that its cost and time-saving. Marketing people really like it because it can have the ability to connect online with consumers, and pop that extra question and take it into feedback and product as they go. The product is evaluating constantly right. We have some new features in our product, but right now we see that more and more large brands are onboarding our solution. They really feel, and see, and experience the added value. That is the reason why they start rolling it out in more strategic ways of using it as a strategy rather than another methodology. That is what we are seeing happening now. With all the big brands, like the FMCG brands and other verticals right now.
[03:00]
You guys have tremendous scale, right?
[03:01]
Uh-huh.
[03:02]
Thinking about your early days, Unilever, I think, in the innovation department is where you got your footing. Of course, Unilever being a global brand that you had to be able to support research across the globe. Has that been a challenge to keep scaling?
[03:22]
It is obviously a challenge because you are just another kid on the block. You need to make the difference. That is also one of the reasons why onboard is the company to put the company on the map in the European Market because the European Market is an important test marketing research.
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Frank Hayden, COO at Op4G.
This Episode’s Sponsor:
GreenBook
Contact Frank Online:
Op4G
[00:01]
We are live today. I have got Frank Hayden, the CEO – COO, excuse me, right? For Op4G?
[00:12]
Op4G.
[00:12]
Op4G, sorry. Which sounds like a rapper sort of thing.
[00:18]
It can be to some people. (Laughs.) But in the market research space, we’re a—
[00:23]
You down with OP— Anyway.
[00:24]
Yes, Op4G is Opinions 4 Good and we work with nonprofits. From the food bank of San Francisco to American Red Cross to very local charitable groups. We do an outreach for them to have their members, their donors, volunteers and supporters to join our panel and with their participation of surveys, they have to put back a percentage to the nonprofit that brought them to us. We’re here today in Amsterdam rolling out our European business.
[01:06]
How are you guys different than Research For Good?
[01:10]
We’re different in the fact that we actually go out and make the relationship with the nonprofit, which means it’s a little bit stickier. They can go into our portal and see how many dollars that their research activities have generated for that nonprofit. Research For Good, you join their panel, and they do more of a river based sampling as well, mixing that in, which we’re different in that fact that we only work with nonprofits exclusively. With them, you can pick and choose who you want to join with. With us, you’re pretty much invited in. There’s no open recruitment.
[01:59]
That’s super interesting. How long have you been around? Has the business been around?
[02:05]
Eight years.
[02:09]
And you were early? A founder?
[02:11]
I was early in. They asked me to come in. I was with Greenfield, then Toluna, then sat out a year, and then they asked me to pretty much start the business from scratch.
[02:22]
It’s interesting having an invite-only approach because one of the biggest issues facing market research, in my opinion, is centered around data quality. I’m 22 years in the industry. CPIs continue to go down. We’ve hit the bottom of that, by the way. The actual amount of money or reward that goes to the respondent is relatively small. Again, in aggregate, not picking on any specific brands here or companies. It really is, for me, creating this moment of crisis. I do this exercise, in fact, I’m going to do it tomorrow when I speak here: “How many of you have taken a survey in the last six months for third-party companies?” I’m not talking about satisfaction on the last customer service interaction, I’m talking about outside solicitation of, “I’d like your opinion.” The answer is not very many people ever raise their hand to that question. And yet, there’s an order of, back of the napkin, about 1.4 million surveys that are done in North America every day. There are a lot of surveys that are being done, and I can’t figure out who’s doing all the surveys. You’ve got this inflection point of overall CPIs are really cheap and then you’ve got more demand for people to take surveys. It’s starting to really kind of hit this, in my opinion, I’m calling it a crisis, that’s probably overstating it, but it’s a material concern centered around data quality. How good is the actual data?
Just to finish the point, Remesh, I’m very good friends with Andrew, the founder, and Gary, his COO. They now have in their open-ended, moderated, chat-based discussions, they now ask a screening question which is, “What is your favorite color?” Sixty percent of the answers that they get back are, on average, are “I really like that” and “ASDF.” That’s the first question. (Laughs.) Right? That’s kind of the problem that we’re facing and so having an invite-only panel is interesting because, presumably,
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Florian Passlick, Research Consultant at eye square.
This Episode’s Sponsor:
GreenBook
Contact Florian Online:
eye square
[00:03]
My guest today is Florian. Thanks for being on the Happy Market Research Podcast.
[00:08]
Yes, sure. We are happy. Thanks.
[00:10]
Tell me a little bit about Eye Square.
[00:12]
We are a market research company based in Berlin, Germany, and our approach is to use implicit and explicit measures to get in touch with the full experience that users and consumers in the digital age have.
[00:28]
How long have you guys been around?
[00:30]
We’ve been around for 20 years this year. It’s our anniversary this year.
[00:34]
Congratulations.
[00:35]
Thanks so much.
[00:36]
Two decades is remarkable.
[00:37]
Yes, it’s pretty much a good thing to have, and we are happy, and we’re going to celebrate it.
[00:42]
As well you should.
[00:43]
I think it’s September or October this year, so I’m excited about that.
[00:46]
How is IIeX going?
[00:48]
It’s going very well so far. We’ve got a lot of interest, some interesting talks as well. It’s been a good venue for us this year definitely.
[00:55]
Who is an ideal customer for you? What type of buyer?
[01:01]
That’s a good question. I think buyer, that would be someone who knows what he wants, and who knows how to communicate his or her needs to us. I think that’s the thing we’re all looking for right now.
[01:17]
Are they corporate? Are your customers primarily in the corporate space, or are they in the agency space?
[01:23]
Both actually, but I would say the corporate space outweighs the agency space by somewhat.
[01:30]
In 20 years, 20 years is a long time. 2002 you were founded. Sorry, 1998. My bad, math. 99, because we’re at 19 now. My God, what’s happening?
[01:44]
(Laughs.) Yes, time’s flying.
[01:47]
Yes, both directions apparently in my brain. Anyway, a little embarrassing. There’s been a lot of change, right? There are a lot of disruptive technologies, markets have collapsed, economic markets. What are you seeing that’s trending right now in the market research space?
[02:07]
What we see at least at (02:09 unclear) is that it’s especially about e-commerce, so we see that there are a lot of people actually asking us about their virtual space and whether we can test for example shelf packaging and supermax shelves in virtual environments. What I also see is data. I think big data, that’s a big point, and also trying to gather the true experience, for example, users have on social media environments. What I sell a lot is, and approach me actually stress a lot too, it’s testing in natural environments. Not having some artificial space to present an (02:46 unclear) in or something like that. It’s about true experiences in context.
[02:51]
I love the in context piece. You are the third person now that has talked to me about this, and it is my favorite thing.
[02:56]
I think it’s the term of this year, and I think it’s a pretty valid if not the valid approach.
[03:01]
The in context is also I believe one of the hardest things to do at scale for researchers.
[03:07]
It is. I have a little gong going on. What we see is that, our customers at least are very happy that we can provide an in context approach, which means that we can do ad replacements for example on live Facebook, live YouTube, live Instagram, and they’re baffled by that somewhat, but also they’re happy because it’s just a reflection of what’s really happening out there, and so I think it is very valid, and it is the only true approach maybe.
[03:39]
Are your customers predominantly in Europe?
[03:44]
Not really. I think that’s one of the things that’s changed in the last few decades.
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Estrella Lopez Brea, Global Head of Consumer Connections at CPW.
This Episode’s Sponsor:
GreenBook
Contact Estrella Online:
CPW
[00:02]
I have a special guest. You were a speaker earlier today, right?
[00:05]
Yes, I was.
[00:07]
Tell us a little bit about what it is that you spoke on.
[00:10]
I spoke this morning about the importance of large corporations to remain competitive in the marketplace, and the need to adjust their ways of working and doing innovation in order to remain competitive in this changing environment.
[00:27]
That’s a relevant subject.
[00:29]
Exactly.
[00:29]
You’ve been in market research for a long time?
[00:34]
Twenty years.
[00:35]
That’s impossible, by the way.
[00:37]
No, no (laughter). It is possible.
[00:40]
This is 22 years for me, which, again, seems crazy.
[00:45]
Time flies.
[00:46]
Yes. What did you do before market research?
[00:49]
All my career has been in market research.
[00:52]
Really?
[00:52]
Yes.
[00:53]
How did you wind up in market research?
[00:58]
To be honest, I’ve always loved getting to know people as humans and culture, their culture, their behaviors. Getting to understand where people were from, and what were they doing and why. That was a little bit in my background. When I got my first job in the U.S., in Chicago, I used to live in Chicago, in a pure market research agency, I was like, “Wow. I love it.” (Laughter.) Then I moved to the client side and have been working in different companies across the globe.
[01:35]
Where did you grow up?
[01:37]
In Spain. I’m originally from Spain.
[01:39]
What part?
[01:40]
From Madrid. I lived in the U.S., and then I went back to Spain. Now, I live in Switzerland.
[01:47]
Chicago’s very cold right now.
[01:52]
Very much indeed (laughter).
[01:54]
You’re lucky you’re not there.
[01:54]
Winters are hard.
[01:56]
Especially this winter oddly enough. What do your parents do?
[02:01]
That’s interesting. They’re not retired, but my dad used to be a lawyer and my mom used to be a VP in HR. A lot of human contact, too. That’s where I learned about the importance of empathy.
[02:22]
From your mom and then your dad. Lawyers, it’s very processed, right?
[02:27]
Yes.
[02:28]
You have the methodology connection there, don’t you?
[02:29]
I do. Yes, I do.
[02:32]
Remember the early days of market research, when you started… This is going to be an unfair question, I’m talking about 20 years ago. How much time was spent, in those early days, on the added value or the actual impact of the research versus the logistics of the research? Do you remember on a percentage basis? I know this is going to be a wrong answer no matter what, but—
[03:04]
I don’t know, but I—
[03:04]
Was it 25 percent? Five percent?
[03:07]
I don’t know if I can give you a number, but I can totally see that that has absolutely shifted from back then to how things are right now. How I live it right now, because in the company that I’m working under, there’s a huge change and shift in the way we are approaching consumer research. I don’t even like to call it consumer research. For me, it’s just insights. Gathering insights from consumers.
Before, it was all processed and validation. This was exactly what my presentation was about. We were a function that supported the lead function, which used to be marketing. Now, we’re just strategic partners and we have so much accountability for the impact that the whole function has in the organization that it has to meet. It has totally shifted, and it’s much more rewarding right now.
[04:06]
I agree. There’s not been a more exciting time in my career for market research than right now.
[04:11]
I agree,
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Dorte Torpe Hansen, International Business Development Director at Strategir.
This Episode’s Sponsor:
GreenBook
Contact Dorte Online:
Strategir
[00:01]
My guest today is Dorte from Strategir. I’m sure I botched that name. How are you doing, Dorte?
[00:09]
I’m good. Thank you, and you?
[00:11]
I’m doing very well. We are live at IIeX. How is the show going for you?
[00:17]
Yes, it’s going okay. I’ve only been here today, I got here this morning but my team is quite happy with the show in general so, it’s good.
[00:26]
Tell me a little bit about your company.
[00:29]
Strategir is a full-service market research agency. What we are showcasing at the moment is how we use VR to set the context for any research we do really. Context is critical for people when they make decisions and we might make a different decision in a different context, so we use VR to immerse people in a situation.
[00:56]
Two things that are really interesting, the first is I’ve only heard one other company here talk about context of insight, and that is probably the single biggest missing piece of research because we think of it as a clinical trial. The reality is if I’m trying to catch a taxi in the rain, my answers to a survey might be different, right?
[01:25]
Yes.
[01:26]
Then if I’m sitting at home in front of the fire or—
[01:27]
Absolutely.
[01:29]
The context of the insight is paramount.
[01:32]
Yes.
[01:33]
The other piece that’s interesting is to solve that you’re using VR. Tell me a little bit about the solution.
[01:39]
VR is just technology, so we just use the technology to set the context for whatever we are trying to achieve. We use VR in a number of different situations. The case study that we presented this morning was about using VR for sniff testing essentially to understand fragrance, so simulating when you take your washing out of your washing machine. If you have people immersed in a situation that looks like where they take the washing out of the washing machine, that differs by country, of course, we get much richer answers, we get more committed respondents, better quality research, essentially. We can also use it for things to do with shelves for a shopper. We don’t know how we shop, but if we put people in a context where that is a realistic situation, ask them to make a purchase, that’s more reliable than if we just ask them what they would like to buy out of context. Many different situations, many different ways of replying it.
[02:49]
Do you have a standout study, some project that you’ve worked on where you’re like, “Wow, that was really fun”?
[03:00]
There are many that are fun. The one we did where we presented the case study, it was really very interesting to learn how something as simple as washing powder can be really engaging for consumers to talk about. You think it’s quite boring but people were quite engaged. We gave them the chance to take the VR off, they didn’t want to. They wanted to just be in the situation, so it’s quite interesting to learn that people just quite like it as a technology—
[03:40]
You don’t hear that very much as a researcher do you?
[03:43]
Not exactly.
[03:45]
How long does it take to do a project? Did you have to build the virtual environment, right?
[03:52]
Yes. We’ve got an internal team that builds the environment. It depends on what the environment is, and it depends on whether you need to interact with products on the shelves or something like that. Generally, we’ve chosen to build an environment.
[04:07]
So fast.
[04:10]
Yes, quite fast.
[04:11]
I would imagine a pain point would be the co-creation of the environment with your customer?
[04:18]
Yes. You need to set a realistic context,
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews David Abbott, Commercial Director and Head of Product Management at Take Note.
This Episode’s Sponsor:
GreenBook
Contact David Online:
Take Note
[00:00]
IIeX, we are live on the show floor. How is the event going for you?
[00:07]
It’s my first time here. It’s been a great event, great talks, and great to meet so many of our customers and co-suppliers in the industry. Yes, it’s been a strong event for us.
[00:19]
Where are you guys based?
[00:22]
In London. Yes, by London Bridge.
[00:25]
My guest today is David Abbot, with Take Notes?
[00:30]
Take Note.
[00:31]
I love that. Tell me about Take Note.
[00:37]
We’re a transcription business. It’s called Take Note because, originally, a couple of ladies, our founders, started up on their own, taking more professional notes, at meetings, particularly market research meetings which meant the moderator, or whoever was leading the meeting, could fully focus on having the best meeting possible and expect a professional transcript afterward.
[01:02]
That’s brilliant.
[01:03]
That’s growing and we still do a lot of that. That’s still a growing business for us, but the larger part of our business is now transcription and particularly where it’s market research transcription. We specialize heavily in there. Focus groups tend to be too complicated for a less quality-driven service, and a couple of our friends in the business at the moment are monitoring speech-recognition. Every time I tell people what I do, they say, “Oh, what about speech recognition?” I’ll talk about that a bit in a moment. The other theme, especially with video becoming so prominent now is that video and audio are the right ways to create the best content or discussion, essentially, and with video facial recognition, et cetera. They’re not always the best way for people to digest the content, because they might want to skim-read through.
If you create a one-hour video, for instance, the person knows they’ve got to invest an hour in consuming that. Whereas, with our transcripts, you can go very quickly, go to the part that you want to. Or, the five minutes you’ve got now, you can skim-read maybe 20 minutes of audio. That’s a big thing for us. We’re working with market researchers and brands, not only on their research content but on their internal comms. Customer insights is a big area for internal comms, getting everybody on board, et cetera. They’re starting to create more podcasts, more videos. As I say, that’s the right way to create them. Might not be the most engaging way to digest them for everybody around the business.
[02:47]
That’s really interesting that you’re moving, not just in research but it sounds like you get a much broader footprint inside of the corporation.
[02:56]
Yes, absolutely. It’s from talking to customer insight teams about their pains and their challenges. It’s the age-old one with customer insights of everyone around the old stakeholders, understanding what they do. That’s where that corporate piece came in as well.
[03:13]
You do the actual transcription piece of it. Do you then have a system for saving/retrieving that type of relevant information? It seems like you could almost apply some machine learning or AI or something fancy to that at a corporate level because you’re the keeper of the conversations.
[03:36]
Absolutely. At the moment, they are all in our secure portal. With Beta security, we make that number one priority, closely followed by customer service. If you want us to provide transcripts, you upload to our portal. You don’t email any of your data anywhere. Then, once we’ve completed the transcript for you, it’s human transcription, but they also work within our portal. You just get sent a link,
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Bjorn Londahl, VP of Technology at Cint.
This Episode’s Sponsor:
GreenBook
Contact Bjorn Online:
Cint
[00:02]
My guest today is Bjorn, with Cint. Welcome, sir, to the Happy Market Research Podcast.
[00:08]
Thank you very much. Nice to be here.
[00:09]
You’re speaking tomorrow at IIeX, right?
[00:13]
Yes.
[00:14]
Tell us a little bit about your talk.
[00:16]
I’m going to talk about driving innovations and primarily how we do that at Cint by running quarterly hackathons. It’s a way to push innovation, to free up our mind, free up our time and it’s actually been super productive. I hope that I can share some knowledge about how we do it at Cint.
[00:38]
How long have you guys been doing hackathons?
[00:41]
Basically, since I started. It’s like four years now.
[00:45]
You’re based out of Stockholm?
[00:46]
Yes.
[00:47]
Do you do it company-wide?
[00:49]
Yes. We have development teams in Stockholm, the U.S., and some in Asia as well. I will also talk about how we did hackathons that are not only tech-focused, that actually involves other parts of the business. Cint is a global company so we have …
[01:08]
You have got to tell me a little bit more. You do hackathons, but non-technical?
[01:13]
Yes. You can call it different things, basically what it is all about is getting people and stakeholders in a room for a period of time and try to innovate… It doesn’t have to be in technology. You can innovate in business. You can innovate in process. If you have the time and you are able to try different things, you can actually get a really good outcome even for non-technical hackathons.
[01:46]
That’s pretty cool.
[01:47]
Yes. I think so.
[01:48]
Do you have an example of a specific time there was a great outcome?
[01:52]
Yes. I’m going to talk about that tomorrow. We actually had a session around quality where for basically two days, we gathered all the stakeholders… The thing is that usually you know the problems and you often have ideas of how you could solve it, you never have the time to actually approach those. If you actually take the time and do it focused… We actually came up with a lot of different things that we could improve the process. That we can approach different clients, different partners and after these two days we actually had a really good outcome and we were able to improve the quality throughout the whole platform within just a couple of days.
[02:37]
In business, you’ll have these persistent problems in dysfunction and you can get through it by just band-aiding the problems. It’s not solving it, it’s just like, “Okay, I’m just going to keep doing it the way I’ve always done it and I know that there’s this workaround.” Then you just build the business processes around these workarounds. By taking a dedicated period of time, and actually solving that, whether it’s a process, technology, new product or whatever, it can add tremendous leveragability inside of the business.
[03:12]
Yes. Usually, when you get in those sorts of states, you have this mental concept that this is so hard to get out of. When you actually focus and take your time, you realize that it wasn’t that hard actually. You just had to do it.
[03:27]
You just have to put the work in.
[03:28]
Yes.
[03:29]
That’s a great point actually because it’s “easy” to be lazy.
[03:34]
Yes.
[03:35]
You brought this concept, obviously, to Cint when you joined. Was it hard to get executive buy-in?
[03:45]
No. Not at all. We started–
[03:47]
There’s a right answer by the way. (Laughs.)
[03:51]
We’ve done this in the tech team. We did it by ourselves, now as we’ve moved on, the business as a whole has realized all the good things that come out of it.
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Arjen van Duijvenbode , Business Development Manager EMEA at easy2survey.
This Episode’s Sponsor:
GreenBook
Contact Arjen Online:
easy2survey
[00:00]
Hi IIeX, this is the last interview I’m going to be doing today, DVJ Insights. Arjen, how are you, sir?
[00:08]
Thank you, Jamin. Yes, very good. I little bit sorry for my voice; I’m a bit under the weather but doing very well.
[00:16]
You couldn’t tell that you were under the weather the other day when we had dinner.
[00:20]
(Laughs.) Yes, Jamin it was a great night.
[00:26]
It was super fun, so what do you think about the show?
[00:27]
Yes, a very good show. The last couple of months I’ve visited a lot of shows. For us, it’s a full-service agency, we’re always looking for end clients obviously. I think there is a good mix at least here at IIeX. There is a good mix of end clients versus suppliers, so really happy.
[00:46]
What was your highlight – favorite part of the show?
[00:50]
My favorite part of the show? I don’t have a real favorite, but just all the learning that I got from all the sessions that I went to. Generally, what I found interesting is to see a lot of end clients are restructuring their organization. How to deal with all the stakeholders involved and how to communicate that insight is very important and those kinds of factors that what I found very interesting. To see how end clients are acting.
[01:24]
It’s funny you say that because I’ve never been to an event that had— It was almost like everybody was aligned ahead of time, even though they weren’t. Insights are really important, CEO’s know it and are installing that in the organization.
How do we infuse insights into the day to day decisions that are being made inside of the brands? You think about whether it’s technology empowerment or service enablement or whatever. We as researchers have a big opportunity right now, I don’t want to say land grab because that sounds political, but to solidify our seat at the table to ensure that the customer’s heart or mind or needs are in consideration when we’re developing and bringing products to market.
[02:19]
Yes, absolutely. For sure.
[02:22]
Tell me about your company, DVJ Insights?
[02:25]
DVJ Insights, we are a local Dutch agency. We also have a branch office in the UK. What is exciting to mention is that last year, 2018, we have been awarded the best agency in the Netherlands. There was a whole jury process with CI managers from end clients who picked us out as the best agency of the year.
[02:49]
Congratulations.
[02:49]
Thank you so much. I think one of the things that we do very well, every agency says this, but I can make some advertising here.
[03:02]
You did get the first place, so go ahead. You get a brag; you should brag.
[03:05]
(Laughs.) We believe in research. We try to put practice and science together. One of the things we have done is we have developed our own research automation platform. We see that, and the stand also mentioned it, agencies should be faster and cheaper. I think that’s true. With the platform, we can make it happen, but at the same time, it should be good. Internally, I always say, “Look, there you have a lot of panel companies or technology companies that are providing research automation, but at the same time, they don’t necessarily have the research experience.” What you do is, you change the cycle you ask your clients to bring research experience instead of vice versa. We enable our clients with technology but at the same time also offer the service.
[04:09]
What does an engagement look like with you guys?
[04:14]
Basically, our platform is called, “Easy2survey.” It’s really easy to survey. If you look at all the tools,
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Babita Earle from Zappi.
This Episode’s Sponsor:
GreenBook
Contact Babita Online:
Zappi
[00:02]
Babita with Zappi?
[00:04]
Yes.
[00:04]
How are you today?
[00:05]
I’m good. Thank you. How are you?
[00:07]
I’m doing great. Thank for you being on the Happy Market Research podcast.
[00:10]
You’re welcome.
[00:12]
IIeX Amsterdam. This is my first time here.
[00:15]
What do you think?
[00:18]
It’s amazing. I feel like I miss my wife. It’s such a romantic city.
[00:25]
Yes, it is beautiful. Amsterdam’s great actually. Somebody asked me the question why do they have it here every year? I don’t know why, but I’m not complaining, because Amsterdam is a great city.
[00:37]
Yes. It’s absolutely the case.
[00:40]
The first time in Amsterdam for you?
[00:42]
Period, yes. That’s right.
[00:43]
You must go to the Rembrandt exhibition.
[00:47]
You’re the second person that’s told me that.
[00:49]
Yes. The Rijksmuseum is an amazing museum. If you get some time, you should go.
[00:54]
It’s fairly close.
[00:55]
Walking distance, yes. Amazing.
[00:58]
What do you think, two hours is enough time?
[01:01]
I think so if you stay focused, just go to that part of the museum because there is obviously loads to see there. But you’re here and they’ve got the famous piece, I can’t remember what it’s called? But, it’s definitely worth going to see.
[01:17]
I was thinking about the Van Gogh Museum, was one I was toying between which one I would go to.
[01:25]
I went through that decision process myself, the Van Gogh and the Rijks and I went to the Rijksmuseum. There is a centenary exhibition for Rembrandt, so I wouldn’t miss it.
[01:37]
Thanks for that pro tip. Tell me a little about what’s going on with Zappi.
[01:44]
What’s going on with Zappi. Lots really. For us right now it’s event season, I guess it is for most of the research industry. Last week I was at Quirks, London. It’s the first time Quirks did a big event in Brooklyn. It’s the first time they ran the event in London. We had a number of presentations there. Again, the theme was very much around technology, automation, aJile. I took a slightly different approach. Very similar to what you’re doing here, but I did an interview, short presentation. But also, an interview with a lady from (02:23 unclear) One-on-one interview. Somebody who’s really thinking differently. We did that and then obviously we’re here now. Then we’re going to be in South by Southwest, which is going to be really exciting, in a few weeks. Where we’ve got a bunch of really great clients and brands coming to join us. Then we’re holding our own private event coming up soon on the April 4, in London. Part of the whole Zappi Insiders’ piece. A lot of events, marketing, content. I think the thing for us right now is there is… Obviously, we started in 2013 wanting to automate the world of market research and there is a lot happening in that space now. It’s finding out voice which is different and what that is. We’re very much moving towards the learning side of the industry and how a single platform and standardization and scale, can really drive a better understanding of data.
[03:33]
You moved, it was ZappiStore and then rebranded to just Zappi. What was the rationale around that?
[03:39]
Store, you’re right. You can see we dropped that. We started out to be an app store of the market research industry. Building apps for research agencies out there to drive revenue through our platform. That’s changed now. Rather than building any old products on our platform we’ve got a real focus in specific areas and specific enterprise-based solutions. Rather than building a large quantity of unstructured apps on our platform. Also,
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Anna Szydlo, Research Director at Neurohm.
This Episode’s Sponsor:
GreenBook
Contact Anna Online:
Neurohm
[00:02]
We are live today at the IIeX in Amsterdam. I have a special guest today. Would you please introduce yourself?
[00:12]
Hello, everyone. My name is Anna. I’m from NEUROHM research company that specializes indirect measurements.
[00:24]
You guys have a platform called iCode. Is that correct?
[00:30]
Yes, that’s correct.
[00:31]
Before we talk about that, I’m curious, where are you guys based?
[00:38]
We’re based in Warsaw, Poland, but we work globally. We have a lot of partners all over the world.
[00:45]
Erwin Andreasen, my previous co-founder of Decipher and just an amazing human being, he’s from Poland.
[00:59]
That’s great.
[01:00]
He moved to Denmark. When he was a child there were these console games. The one that he got was a Commodore 64, for those of you that are very old like me.
[01:20]
I remember that one as well.
[01:22]
Do you really?
[01:22]
Yes. (Laughs).
[01:23]
He had such an engineering brain. It wasn’t his console. It was his friend’s console. They brought it over to the house. He wound up by himself with the console. He decided to take it apart to figure out how it worked. That’s his—
[01:39]
How? (Laughs).
[01:42]
My association with Poland is everybody is absolutely remarkably brilliant. There you go. No pressure, though. (Laughter). How long have you been in market research?
[01:55]
Me personally?
[01:56]
You personally.
[01:57]
I’ve been working for market research for about 10 years.
[02:04]
Quite a while?
[02:05]
Yes.
[02:05]
This company the whole time?
[02:08]
Yes. I started with this company.
[02:10]
Is this your company?
[02:14]
No, it’s not my company.
[02:15]
How long—
[02:15]
I’m the research director for the market research.
[02:17]
You, obviously, do a lot of work with Ipsos, which is one of the top brands in our space. What exactly is it that you guys do?
[02:33]
As I mentioned before, we specialize in indirect measurements. What we do is we measure people’s emotions. We measure whether they hesitate or not, when they evaluate, for example, brands or products. When they answer a question. Basically, what we do, we ask consumer questions from any field you want. They have to answer whether they agree or disagree with the statement given. What we add, what is our added value, is that we measure the time their brain needs to evaluate. It’s measured in milliseconds, so there is no chance you can influence it anyway.
[03:19]
That’s interesting. The actual time variable in the response is the indirect measurement piece of it?
[03:26]
Yes. It indicates your hesitation. The more you hesitate, the less it will translate into your behavior. The more certain you are, it will be more probable that you will do something. If you state, for instance, “I like this brand. Yes, I would like to buy this product.” You do it with no hesitation, that means you’re probably going to do it. It was proven by Russell Fazio from Ohio State University. He found that there is a strong correlation between the attitudes that are highly accessible and the behavior. This is what we measure, basically. The accessibility of attitude by response time.
[04:13]
That’s interesting. In the analysis that you’ve done. Or I should say the profiles of the people, the respondents, are certain people more apt to answer quickly versus others potentially being more thoughtful?
[04:28]
It all depends. Our tool is device agnostic, so we can do it—
[04:37]
On a mobile phone?
[04:37]
On the mobile phone, for example, or tablet. There are some groups of people that could be slower because of—
[04:45]
Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews AJ Johnson, Executive Director of Global Operations and Innovation Director at Kynetec.
This Episode’s Sponsor:
GreenBook
Contact AJ Online:
Kynetec
[00:00]
Welcome to the IIeX Europe conference series 2019. This is Jamin Brazil, host of the Happy Market Research Podcast and we have been recording live in Amsterdam. Stay tuned for interviews brought straight to you from the exhibitors and speakers at this year’s event. Enjoy.
So my guest today is AJ Johnson Kinetec or Kynetec, however you want to say it. What do you guys do?
[00:29]
We are the global leader in market research. That is specialize in agriculture and animal health.
[00:35]
I’m from the central valley of California which is one of the hotbeds for agriculture.
[00:41]
Indeed. A Lot of specialty crops?
[00:42]
A lot of specialty crops. That’s right. Probably the highest concentration of specialty crops in the U.S.
[00:48]
Tell me a little bit about how you guys do business?
[00:54]
The business really has two parts. One is a measurement. Where we literally track all of the product use across the world; including in California. Then we syndicate that and sell it as a subscription to all the major manufacturers who want to understand how their products are doing and how there changing in the market.
[01:14
You’re kind of like Nielsen but for agriculture.
[01:16]
We are the agricultural Nielsen, but we also have another big part of the business which is custom. It’s the same as the consumer market research world, but we are doing pricing studies, customer studies. Basically talking to farmers and vets in the agriculture world, but solving the same problems that our clients have in the CPG world.
[01:39]
How long you guys been around?
[01:41]
We have been around for about 15 years. We’ve been growing over that time. We’ve went into JFK for a little while next to JFK two and a half years ago. We’ve been of a couple of acquisition since then. We’re all over the world right now.
[01:58]
Congratulations on your success.
[01:59]
Thank you!
[02:01]
Yes, so what do you think about IIeX?
[02:02]
I think IIeX this year is great! I think the topics on discussion have been diverse and pretty interesting. I’ve enjoyed a lot of the tracks, and also I think the exhibitions have been great as well. A lot of good things to see. Keep up to date with who’s doing what, and then of course the chance of network with people in the industry is always a great thing to do. Catch up with some old friends and meet some new ones.
[02:30]
You’re not exhibiting right?
[02:33]
No
[02:35]
Do you see this as a place to meet either vendors or is it more customers?
[02:42]
I think for us it’s more for vendors. It’s about being able to take some of the ideas and the technologies that have been in bounce the more mainstream market research and then seeing how they can be applied in our world so really that’s what I’m here to do. To meet some people see some things, and then take does ideas back and apply them in the agriculture and animal health world and take them back to the business and tell our people what they could be doing.
[03:08]
Do you have a stand out moment that was positive?
[03:13]
I think there have been a few great moments. I would say I really enjoyed hearing more about the behavioral side. Listening a little bit about System 3 which I guess is finding a new concept for me, but also I think on the development of our official intelligence. I think now we are seeing that being talked about in lots of different areas and is now become less conceptual and more what people are doing to not just generate data but also insights.
[03:43
We’ve been talking about AI for what, three or five years now?
This series is a preview of the MRMW North America Conference 2019. Join consumer insight and market research professionals as we hear from today’s thought leaders on trends and innovations in the market research industry. Mark your calendars for April 10th through the 11th in Cincinnati for the MRMW North America Conference and click the button below to register.
This is the second interview of the MRMW NA 2019 pre-conference mini series. Happy Market Research host, Jamin Brazil, interviews VP of Consumer Insights at Turner, Natasha Hritzuk. We hope you enjoy this mini series where we talk to insights professionals who are helping power the future of insight automation.
Find Natasha Online:
Turner
[00:00]
This episode is a preview of the MRMW North American Conference of 2019. Join consumer insights and market research professionals as we hear from today’s thought leaders on trends and innovations in the market research industry. Mark your calendars for April 10th through the 11th in Cincinnati for the MRMW North American Conference and head to NA.MRMW.net to register or check the show notes. I hope to see you there.
Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. My guest today is Natasha Hritzuk, VP of Customer Insights at Turner. Turner is a global broadcast media company specializing in entertainment, sports, and news since 1970. Prior to joining Turner, Natasha held positions such as the Global Head of Research and Insights at Microsoft and was also the Head of Category and Consumer Insights at General Mills.
Natasha, thank you so much for joining me on the Happy Market Research Podcast today.
[01:08]
My pleasure.
[01:09]
So, MRMW is coming up in Cincinnati April 10th and 11th. I’m very excited about this; it’s got some fantastic speakers, of course, including yourself. Please give us a three-minute overview of your presentation.
[01:23]
So, we actually switched topics a little bit because I think as Christina and I continued to have a dialogue, we realized that one area that we think will be of interest to the audience is around how we have brought in fresh thinking from a market research perspective to help us tackle some of the challenges that our industry is currently facing, media and entertainment explicitly, and how we’re leveraging some of these new approaches and new ways of thinking to really define a path for innovation for the industry. So, obviously within Turner and the broader media entertainment industry we have a couple of challenges that are considerable: One is that consumers are increasingly not interested in watching ads and, secondly, consumers are increasingly cutting the cord; so, cable subscriptions are slowly starting to wither away. innovation is actually really vital in our industry, particularly in terms of monetizing the content that we build and, ultimately, what makes consumers passionate about our brands and our properties is the content. So, faced with this challenge, we were debating about the best way to tackle it from a research perspective. The more I started to think about some of the challenges in our industry… You know we’re entering the out-market place at a time that there is a surfeit of apps and streaming apps out there, becoming incredibly competitive. And content itself is becoming more and more commodified. There’s a ton of great content out there. So, how do we really ensure that the consumers will land on our content and have a great experience when using our streaming apps.
So I started to think that maybe some of the ways or the core way that we could tackle some of these challenges was to borrow from some of the methodologies and approaches that I used in the world of CPG where commodification or the need to really differentiate is really core to most CPG categories where you have a ton of different products usually competing in a single space. So,
This series is a preview of the MRMW North America Conference 2019. Join consumer insight and market research professionals as we hear from today’s thought leaders on trends and innovations in the market research industry. Mark your calendars for April 10th through the 11th in Cincinnati for the MRMW North America Conference.
This is the first interview of the MRMW NA 2019 pre-conference mini series. Happy Market Research host, Jamin Brazil, interviews Chief of Customer Insight and Innovation at Foursquare, Gayle Fuguitt. We hope you enjoy this mini series where we talk to insights professionals who are helping power the future of insight automation.
Find Gayle Online:
Foursquare
[00:00]
This episode is a preview of the MRMW North American Conference of 2019. Join consumer insights and market research professionals as we hear from today’s thought leaders on trends and innovations in the market research industry. Mark your calendars for April 10th through the 11th in Cincinnati for the MRMW North American Conference and head to NA.MRMW.net to register or check the show notes. I hope to see you there.
My guest today is Gayle Fuguitt, Chief of Customer Insights and Innovation of Foursquare. Foursquare is a global, mobile solution for location intelligence for marketers and advertisers to build brands and drive growth, channeling the voice of the marketer to the measurement industry. Prior to joining Foursquare, Gayle has been the President and CEO of the Advertising Research Foundation or ARF.
Hey, Gayle, thanks so much for joining me on the Happy Market Research Podcast today.
[01:05]
Thank you. Thanks for having me.
[01:07]
Oh, it is an honor to have you as a guest. ARF plays a material role in our industry, and having the previous President and CEO is a really big deal. Yeah, truly, thanks.
So, we’ve got the North America MRMW Conference coming up in Cincinnati, and you are one of the speakers. I was hoping that you’d give us a little bit of an intro into your presentation.
[01:41]
Yeah, I’m really excited to do that. So, it’s early up in the conference. I really believe in this market research in the mobile world platform. And I’m a fan of this conference, having produced a lot of conferences at the ARF and gone to a lot when I was actually leading the Insights Department at General Mills.
What I want to talk about is this topic of engaging today’s modern consumer with modern marketing, and it’s marketing re-invented. The opportunity that we have is to get the right message to the right person at the right time. And there are so many new technologies available. But at Foursquare, what we really believe is that people vote with their feet, and the best way to understand who someone is and reach them (I say head, heart and feet) is by actually understanding all the places that they go. So, we understand all the places that people go on their path to purchase before they go and make a purchase all the way to after. And while there’s so much conversation right now about e-commerce, the truth is the 90% of purchases still happen in what we refer to as the “real world” (brick and mortar). Being able to really understand how to connect with consumers in real time as they experience life and are actually looking for messaging – not necessarily when the have a map out and they’re trying to find the nearest subway like I would be in New York. But there’s some untimely messaging, and there certainly is a lot of messaging out there that is uninvited by consumers. But I really feel that we have a distinct opportunity to deliver these messages and connect with consumers’ head, heart, and feet, make an emotional connection that will bring relevance and translate their values into brand value.
[03:45]
What I like about this is we already understand that social media, for example, creates a certain context. So, if I’m in LinkedIn, messaging needs to be geared a certain way. Instagram,
Joaquim Bretcha is the International Director at Netquest, a quantitative technology platform with self-reported and digital behavioral tracking providing customer insights in 23 countries. Additionally, he is the recently elected ESOMAR President, Advisor to MindProber, Co-Founder of NGO Health US Nepal and speaker.
This episode is brought to you by G3 Translate. The G3 Translate team offers unparalleled expertise in foreign language translations for market researchers and insights professionals across the globe. Not only do we speak hundreds of languages, we are fluent in market research. For more information, please visit us at g3translate.com.
This Episode’s Sponsor:
G3 Translate
Find Joaquim Online:
Netquest
[00:00]
On Episode 204 of the Happy Market Research Podcast, I’m interviewing Joaquim Bretcha, President of ESOMAR. But first a word from our sponsor:
This episode is brought to you by G3 Translate. The G3 Translate team offers unparalleled expertise in foreign language translations for market researchers and insight professionals across the globe. Not only do they speak hundreds of languages, they are fluent in market research. For more information, please visit them at G3Translate.com.
[00:37]
Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. My guest today is Joaquim Bretcha, International Director at Netquest. Netquest is a quantitative technology platform with self-reported and digital behavioral tracking, providing customer insights in 23 countries. Additionally, Joaquim is the recently elected ESOMAR President. He’s the advisor to MindProber, co-founder of NGO HealthusNepal, and speaker. Joaquim, thank you very much for being on the Happy Market Research Podcast.
[01:13]
Thank you, Jamin. It’s my pleasure.
[01:15]
Tell us a little bit about where you grew up.
[01:19]
Good. I was born in Barcelona, and I was born in the late years of the Franco dictatorship. At the time, Barcelona wasn’t the brilliant city that we know today. You must know that the Spanish Civil War in the 30s, 40 years of dictatorship dramatically cut the evolution of the traditionally prosperous Barcelona. Very importantly, it shaped the mentality, and it became an undynamic mentality with a complex of inferiority towards Europe. But I was fortunate. I was born in a family that had overcome this closing of borders, both mental and physical. For instance, my mother at the age of 18 went to U.K. as a babysitter, and she learned English when almost nobody spoke English at the time in Spain. My father, who is a doctor in engineering, after studies he went to Norway. So I was fortunate to be born in a family that always had this international approach. Indeed, I was conceived in France. My father was working for a multi-national company, and he was expatriated in France. I was conceived there although born in Barcelona but they moved back to France where I spent my first two years of my life. It’s not that my French was from that period, I guess not, because then I had to study. But it definitely created a mental framework for the family. So I can say that my childhood was a happy childhood in a large, educated family that never transmitted to us this complex of inferiority that was among the Spaniards when looking at Europe, at that time Western Europe.
I was a very curious boy. I loved to read everything I could, being… Tin-Tin, my favorite comics. I can tell at the age of 14, I had my first interchange with a French family. So, the French guy came to my house, and I went to his in Paris and Normandy. I did the same at 17 with a guy from Connecticut. So he came to our home, and I went to Connecticut for a month. This is something that my two other brothers also had. So I was fortunate enough to have these exchanges and this framework as a family.
As a teenager, I witnessed the entrance of Spain in the European Union in 1986,
My guest today is Marian Anderson, Director at Microsoft. Microsoft Corporation a multinational technology company creates computer software, consumer electronics, personal computers, and related services. Prior to joining Microsoft in 2013, Marian held senior research positions at Harris Interactive, PSB Research and GfK.
This episode is brought to you by Attest. Attest is a powerful, easy-to-use SaaS platform that connects businesses to over 100 million consumers in 80 countries on demand in just a few clicks. Ask your burning questions. Select who you want to answer. View actionable insights that help you grow your business. Join the hundreds of leading brands who already utilize the power of Attest’s scalable intelligence platform. This Episode’s Sponsor: Attest Find Marian Online: LinkedIn
[00:00]
On Episode 203 of the Happy Market Research Podcast, I’m chatting with Marian Anderson, Research Director of Microsoft. But first a word from our sponsor:
This episode is brought to you by Attest. Attest is the powerful, easy-to-use SAS platform that connects businesses to over one million consumers in 80 countries on demand in just a few clicks. Ask your burning questions, select who you want to answer them, view actual insights that help you grow your business. Join the hundreds of leading brands who already utilize the power of Attest’s scalable, intelligent platform. Contact Attest today at http://askattest.com/happymr or find the link in this episode’s show notes.
[00:57]
Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. My guest today is Marian Anderson, Director of Research at Microsoft. The Microsoft Corporation is a multi-national technology company that creates computer software, consumer electronics, personal computers, and related services. Prior to joining Microsoft in 2013, Marian held senior research positions at Harrison Interactive, PSB Research, and GfK. Marian, thanks so much for being on the Happy Market Research Podcast with me today.
[01:25]
Thanks, Jamin. Happy to be here.
[01:27]
Let’s talk a little bit about your backstory. So, you graduated from University of Utah with a degree in political science. How in the world did you wind up in market research?
[01:37]
Well, does anyone end up in research by….? [laughs]
[01:42]
I don’t think so. Literally, I’ve had one person say that they were interested in research pre-graduation and that only happened…. And this is literally after 47 interviews… And that happened only months before their graduation. [laughs]
[01:59]
I don’t know that I know a single person. That I find interesting in and of itself. Politics was it for me. I was very, very interested in what motivated political behavior and political strategy. I had the opportunity right out of undergrad to go work for Mark Penn and work on political messaging, doing political polling. Honestly, I was interested in working in politics in any strategy regard. It happened to be polling that the opportunity presented itself, and that started my research career. And I haven’t looked back. I was only involved in the political side for a couple of years before it became really clear to me that – at least working with Mark Penn, as a very young researcher, I got zero access to clients and high-level strategy on the political side, but he would let me loose on the corporate-strategy side. It was, “Go figure it out. Go advise. Go get involved on the corporate. Go see what you can build.” So I moved over to the corporate-strategy side of research within my first couple of years and then consulted for many, many years. Harrison Interactive really focused on brand strategy and positioning research, which is kind of my first love in research, and it really is the same in political research. That may be why I love it so much… is that building a brand is building a brand, whether or not you’re talking a political candidate or any given product out there...
Recorded live in Miami, Jamin Brazil interviews Rob Volpe, CEO of Ignite 360. We hope you enjoy this mini series taking you into the minds of some of the most influential CEOs in Market Research.
Find Rob Online: LinkedIn https://www.ignite-360.com
[00:02]
My guest is Rob, Ignite360. What year did you start Ignite360?
[00:09]
January 2011. So it’s just been over eight years now.
[00:13]
What day in January?
[00:14]
January 1st. 1/1/11.
[00:16]
[laughs] That’s awesome. Super easy to remember.
[00:20]
Very, very easy. Yeah, good anniversary to celebrate.
[00:23]
Yeah, so what exactly do you guys do?
[00:25]
So, we’re a full-service insights and strategy firm as there are so many. What really sets us apart is the depth that we go and bringing empathy between our clients and their consumers or their constituents, and then delivering all of that through compelling story.
[00:43]
Do you use technology? Is it predominantly services around that?
[00:47]
Yes, it’s some tech; a lot of face-to-face, in-person; 101 interview groups. We combine often qualitative and quantitative, depending on what our clients are looking for. I often talk about our clients coming to us for, what I say, are the higher degree of difficulty problems, things that C-Suite might be looking for, those natty problems that they need to really spend some time thinking through. We tend to be their partner to go through and solve that.
[01:16]
CEO Summit 2019, Insights Association – what’s your one big take-away?
[01:21]
First of all, it was amazing. I came in, first time here, came in with no expectations. I wasn’t sure what I was going to get. I have a client that here that kind of put it on my radar. And I thought, “Oh, let me go check this out.”
Really appreciated the honesty, the openness, the vulnerability of the other CEOs. Something I went through when I was starting my company is you realize that that saying, “It’s lonely at the top,” is true. It’s very difficult to be CEO of a company. You can’t even… Your most trusted partner in crime does not understand everything that you’re going through. And I’m also the owner of the company, so there’s that added layer there. So being able to network and meet people and hear like, “Yeah, Ok, we’re all going through very similar things.” I’ve been able to talk through some of our business challenges, what we’re thinking about and see how that’s lining up to what other people do. For us, particularly, it’s around business development and what habits and practices other people have to grow their engine.
[02:30]
Love it.
[02:31]
The business development piece is kind of interesting; I’m pulling that out because in business there’s operational development, there’s HR, there’s legal, there’s all these tranches of expertise. As you know, given your founder status, you have to be an expert in everything.
[02:49]
Yeah.
[02:50]
And we all know that’s really hard. Oh, and you also have to be a really good researcher,
[02:53]
Absolutely. First and foremost, yeah.
[02:56]
Right. So, in that framework, it’s great to be able to pull information from other people who might have more experience in any of these other areas so that we can get shortcuts in our business and not have to go through the 101 learning stage.
[03:12]
We resourced intentionally against that when I brought my COO in. She’s a functioning COO: client-side, agency-side, goes out into field, does research. But she is so brilliant at systems and processes and so when we came in, she joined us in 2013. Pretty much everything before that was like the Wild West. And I look back now, and it’s amazing to me that we got stuff done and that we didn’t have more problems or issues than we did. But Lisa came in and really put systems and processes into place, which we still follow to this day and continue to evolve. There’s no sacred cows in what we do; so we’re always at process improvement.
Recorded live in Miami, Jamin Brazil interviews Camille Nicita, President and CEO of Gongos. We hope you enjoy this mini series taking you into the minds of some of the most influential CEOs in Market Research.
Find Camille Online: LinkedIn https://gongos.com/
[00:02]
I have Camille with Gongos. It’s an honor to have you on the podcast today. We’re here at the CEO Summit, Insights Association. You probably don’t even remember this, but we were at a conference at the same time. I can’t remember where it was, but it was ages ago right when you first started. You had a customer – Dunkin’ Donuts, I believe. Do you remember that?
[00:25]
We’ve actually never worked with Dunkin’ Donuts.
[00:27]
Oh, you’re kidding. Crap! Maybe it wasn’t Dunkin’ Donuts.
[00:30]
I’m trying to think. So, how many years ago would it have been?
[00:33]
It was a LONG time ago. Right around I want to say like 2005, 2006, no?
[00:38]
Oh, Best Buy, maybe.
[00:39]
Best Buy.
[00:40]
Best Buy.
[00:40]
And did you do a custom panel for them?
[00:42]
Yes. And it was at TMRE.
[00:44]
Yes, that’s right. That’s right. TMRE.
[00:46]
That’s it, for sure. Best Buy, Dunkin’ Donuts. Best Buy should probably be selling Dunkin’ Donuts.
[00:52]
So, I tried to do (they would probably agree with you.)… So, I tried to do a custom panel business at Decipher back in like 2001 and 2002 for a company called Intuit, which you know. And it just didn’t go well at all. And the reason it didn’t go well is, while the technology itself wasn’t particularly difficult, the systems and the processes and the engagement part of it were really, really, really hard, right? And I was listening to your presentation; I’m like, “Holy, crap! They’ve cracked the nut; they’ve figured out how to really nail that.” So maybe you could tell us a little bit about your company and maybe the couple-minute sort of overview of where you started and where you are.
[01:36]
Sure. Thanks for asking. So, let’s see where do we start. Gongos is what we call a decision intelligence company. At this stage in the game, we are going on our twentieth year of business. Gongos started in 1991 as a traditional marketing research custom, ad hoc, qual/quant business. And we were very, very successful at that for our first 23ish years, but about five years ago is where we sort of evolved into this decision intelligence business, which is still very much rooted in consumer insights. That’s the core to what we do, but over the last 5-6 years, we’ve build other capabilities around that insights function to really help where we saw pain point with our clients, which was in sort of moving insights farther up the value chain: I should say farther up as well as starting them farther back in the value chain, so ensuring that our clients are really leading with a customer-centric strategy to fuel their growth.
[02:43]
It’s interesting hearing how McDonald’s framed it yesterday. Matt did a great job of asking two questions. I tweeted about that. Of course, I’m going to forget right now. But I think it was centric to like what is…
[02:56]
Curiosity.
[02:57]
Curiosity was the centric – that’s right. One was an internal question of, basically, “Put yourself in the shoes of the customer. Get to know the customer.”
[03:06]
Well, and empathetic approach. I think we heard somebody else yesterday talking too about (I think it was General Mills.) I can’t remember the gentleman’s name, but the guy from General Mills talked about, for a week, making their executives live on the budget of a typical customer.
[03:26]
I love that.
[03:27]
I do too. I mean it’s such a… In order to truly be a customer-centric organization, you’ve got to walk in their shoes.
[03:33]
Brands have gone through this massive evolution in five years. In five years, what a CEO cares about has completely changed. I’m not going so far to say that they didn’t care about the customer before,
Recorded live in Miami, Jamin Brazil interviews Anders Bengtsson, CEO of Protobrand. We hope you enjoy this mini series taking you into the minds of some of the most influential CEOs in Market Research.
Find Anders Online: LinkedIn https://www.protobrand.com/
[00:02]
Beautiful morning here in Miami. CEO Summit, Insights Association. Very excited. I’ve got Anders Bengtsson. Did I say it even remotely correctly?
[00:11]
Yeah, like sort of. [laughs]
[00:16]
Of Protobrand. Tell us a little bit about what you guys do.
[00:19]
Protobrand is a boutique research firm, full-service research firm, technology-enabled, helping companies to uncover how people think at a deep level about brands, ads, and new products. So, I’m not just focusing on the functional side of things but the emotional, the symbolic, the experiential. So, when we talk about System 1, the automatic brain (the non-conscious brain), that’s where we have technique and measurements for uncovering those.
[00:47]
How do people work with you? Do you have like a survey system? Or what is the actual function?
[00:55]
Yes, our technology platform is called Meta4 Insights. And that’s a technology platform. You can think of it as a survey platform that allows you to do a quantitative survey on line bit with advanced System 1 measurements. It actually gives you both data that is immediately quantifiable but we also collect data that is text data. So think data that would normally be collected in a face-to-face interview can now be collected online. Then we quantify that data with AI-powered text analytics.
[01:26]
Interesting. So, there’s definitely the sentiment, kind of the NLP element integrated in.
[01:35]
Yeah, you get sentiment. So coding of large amounts of text data is still a semi-automated, like a semi-manual process, if you will. There are analysts that are involved: they’re looking at what themes emerge and things that belong. So it’s not just a one-click button yet, and I don’t know if text analytics ever will. But at this stage, it helps us code large data sets very precise from hundreds or thousands of respondents and identify salient themes, the sentiment, and the meaning behind it.
[02:06]
Yes, I mean it’s interesting Microsoft had their announcement of the support behind Augmented Intelligence, the new kind of AI framework where we thought of AI as solving all the problems and automating everything but really it’s doing part of it really well. A human being has to go in and finish the job.
[02:24]
We’re not there yet where things are fully automated. I think… so what we’re doing right now is to leverage automation and AI to the extent it’s possible without compromising the outcomes and to still make outcomes meaningful and help decision-making.
[02:40]
So, where are you guys based?
[02:43]
In Boston.
[02:45]
Boston. Perfect, I can tell by your accent.
[02:46]
[laughs] Yeah, my Swedish Boston accent.
[02:51]
So, CEO Summit, day 3. What are your thoughts?
[02:57]
It’s been two great days, and I’m looking forward to the third day. Lots of great networking with like-minded and not like-minded CEOs. We learn from each other. And I think it’s been… The speakers have been really great and really making me think about my job and where I want to take Protobrand and make me thinking in different ways about that. So, that’s always helpful.
[03:25]
Yeah, do you have a specific take-away so far?
[03:27]
I think the take-away is that some things haven’t changed that much. If I go back to Day 1, Diane Hessan from C-Space talked about when she launched the company and how, at first, it was just a technology that she wanted companies to subscribe to. Then she found out that she had to build services around it. I think that’s still to this day very much true. Corporate clients in America are not ready for software in market research. Software-enabled services. Services are part of it.
Recorded live in Miami, Jamin Brazil interviews Tim Hoskins, President of Quester. We hope you enjoy this mini series taking you into the minds of some of the most influential CEOs in Market Research.
Find Tim Online: LinkedIn https://www.quester.com
[00:02]
This is Jamin. I’m with Tim Hoskins, Quester. He was one of the presenters here at CEO Summit in Miami, 2019. I’m honored to have him as a guest. Very inspiring story. How many years have you been going to the CEO Summit?
[00:16]
So, this is my fifth year.
[00:17]
Fifth year? Ok, so what keeps bringing you back?
[00:22]
You know every year I walk away learning something different, whether it’s a big idea, formulating my own strategies and big bets, using every single person here that is well-respected in the industry as almost a sounding board to toss ideas off, see their reactions, their facial expressions, get advice. It’s also a great time of the year to just re-energize you, what you’re embarking upon for the rest of the year.
[00:53]
So, strategic view? Is that part of it? And then it sounds like maybe some real tactical, some practical things you’re able to take back home?
[01:00]
Absolutely.
[01:01]
Got it. So far, we’ve had a great set of guest speakers. Is there one highlight for you? I know we’re halfway through the conference only.
[01:10]
I think that the session that we just listened to with Camille and the way that they transformed their company, not out of something they had to do but something that they saw into the future and what they wanted to do.
[01:24]
And how many…? That took years, right?
[01:27]
2013 is when they started it.
[01:29]
And so, five years and that’s Gongos Research? Or just Gongos? Yeah, Gongos Research. I’ve actually been a big fan of that company. I remember when they very first… I literally remember when they started.
I want to pull out something from your talk that I thought was really interesting. And that is the development of self-awareness as a CEO ‘cause we go through really difficult… we go through great seasons, and we’re really smart during the great seasons.
[01:55]
Oh, yes.
[01:56]
And then, as they say, even a turkey can fly in a tornado, and then, all of a sudden, when the difficult times hit. How did you stay motivated during the difficulties of being a CEO?
[02:08]
I think a big part of it was we looked at the data that I shared and just the rapid growth that we had from 14 to 15, 15 to 16, 16 to 17, and even 17 to 18. At some level, you become very, very confident of who you are as a leader when you have those metrics and that growth. When we ended up having our setback in 2018 in January, hearing that news, it was a time of self-reflection. It really was a time where I had to look myself in the mirror after hearing feedback from our employees, from some of our clients, and ask myself, Was I the leader that I thought I was. Am I the leader that can take the company through kind of the turbulence that we’re going to embark upon? And, if not, what type of a leader do I need to become? What are my values?” Even reassessing some of those values. And taking a good hard look into the resources that are available. I think that every good leader pulls in from many different inspirations to formulate that solid foundation to build upon. I would say that in 2018, I became the leader that the company needed, right? And it’s also I can look back on it and say, for the first time ever, I actually became the leader that I wanted to be as well selfishly.
[03:48]
So, we have quite a few CEOs that tune into this show. What is one hack or skill, thing that you would recommend they apply to their business to create positive business outcomes?
[04:03]
So, I’m a big believer in founder’s mentality and Tim Urmston introduced it to me and I saw the profound effect it had on his company and just talking with him and seeing from the outside looking in. For us personally,
Recorded live in Miami, Jamin Brazil interviews Anne Brown, Principal of Gazelle Global. We hope you enjoy this mini series taking you into the minds of some of the most influential CEOs in Market Research. Find Anne Online:LinkedInhttps://gazelleglobal.com
[00:02] My guest today is Anne Brown, Gazelle Global Research Services. Anne, thank you very much for being on the Happy Market Research Podcast with me today. [00:10] Oh, this is fun. [00:10] Yeah. We’re at the CEO Summit. You’re picking up our conversation. Your husband – a Freedom Rider, and yesterday, of course, was Martin Luther King Jr. Yeah, right, so… [00:23] Exciting times. [00:24] Do they do any celebrations or? [00:26] My husband usually… Unfortunately, my husband had a stroke about a year and a half ago, but he usually works with the African American men of Westchester. And they usually do a whole day of presentations and talking to the youth in Westchester where we live and that kind of thing. [00:44] Got it, got it. How exciting! [00:46] Yeah, it is pretty cool. [00:48] Such an important part of America. It’s going to be interesting to see, as this generation turns over, we will… We’ve got a whole other generation and a coming up and with all the political climates, things like that, it’s going to be an interesting time to see how the leadership steps up in these roles. But I don’t want to get too political, but… [01:06] Well, my husband is also on the Speaking Board for Facing History. I don’t know if you’ve ever heard of them, but they’re a wonderful organization. They started out of the holocaust, an organization for holocaust survivors. Now, they’re a teaching organization. So, he’s on the Speaking Board. Yeah, it’s a very interesting time to see how we’re going to bring our youth, how are they going to grow, how is diversity going to play into the lives of our future leaders. [01:43] Totally, totally. Now, how many years have you been coming to the CEO Summit? [01:47] A lot. Maybe 8 or 9. [01:51] 8 or 9 years! [01:52] I’ve attended 8 or 9, not straight. I missed a few here and there, but yeah. [01:56] So what keeps bringing you back? [01:58] Oh, it is just an amazing, sharing experience with your peers. The joke is what you hear you know, “What happens at the CEO Summit stays at the CEO Summit,” which is so true. [02:13] Which is really, really funny ‘cause it’s the absolute opposite of Vegas because we’re literally stuck in a room. There’s a pool three feet away from this beautiful glass wall, and they have decided to close the curtains. So we might as well be in an interior dungeon, right? [02:28] True. I opened mine though. See that one that’s open there. I opened that one. [02:33] You’re rebellious. [02:34] Yeah, I was rebellious. The sun’s coming in; I’m going to see the water. [laughs] [02:39] You’re going to see it a little bit. Oh, that’s great. So, Gazelle Global Research Services, what do you guys do? [02:44] We’re a global operations business. So we do everything, except design and analysis. We work internationally in all methodologies. Of course, we’re a sample provider like many of the sample companies today. We also do data processing; we translate into about 100 languages; we code in-language, recommend hosts, you know. [03:05] Got it. What are you programming on? [03:07] Decipher. [03:08] Are you really? [03:09] Yeah. [03:10] That’s awesome! [03:11] So we were an early beta site for Decipher, but we weren’t ready. You know Kristen makes fun of me. She said, “Oh, yeah, you didn’t buy it from me.” [03:18] I know. I actually know that story. I do. [laughs] [03:22] “Why didn’t you buy it from me?” We weren’t ready! [03:27] Timing is really important. [03:29] It is, yes. We love Decipher now. [03:31] That’s true. So, big take-aways? This is Day 2 of the conference. What’s your favorite thing? [03:38] My favorite thing is the communication and the fr...
Recorded live in Miami, Jamin Brazil interviews Mendy Orimland, SVP of Prodege. We hope you enjoy this mini series taking you into the minds of some of the most influential CEOs in Market Research.
Find Mendy Online: LinkedIn https://www.prodege.com
[00:02]
Hi, my name is Jamin Brazil, and you’re listening to the Happy Market Research Podcast. We are live today on site at the CEO Summit in beautiful Miami. My guest today is Mendy Orimland with Prodege. Tell us a little bit about Prodege, who, by the way, I’ve worked with for many years?
[00:22]
Ok, oh, wow. Well, thank you for bringing me here. I know we were just hanging out near the pool area, and you grabbed me, “Hey, come talk for a bit.” And happy to do so. I’m actually a native; I’m from Miami; it’s my hometown. Raised…
[00:39]
That’s awesome.
[00:40]
Yeah, yeah. Always great to be back, and it’s my first time at the Insights CEO Summit. So excited to be here.
Prodege – So, we operate several different business units, but, since we’re at a market research event and I’m responsible for the market research business at Prodege. We are an online sample provider, data-collection provider, and again so excited. Thank you for having me.
[01:05]
So, CEO Summit 2019. This is Day 1, right? What are some of your big take-aways?
[01:13]
Yes, so what I really enjoyed and I think that some of the other events don’t necessarily capture the following component. I loved hearing people’s stories about their businesses and how it got started and the pain they went through and challenges and what they had to overcome. Oftentimes, we look at businesses that are already established and giants. People don’t realize that it was zero to one at some point. At some point, they had to go from zero to one. And sharing that is very inspiring. Diane was fantastic; Michael did a great job. So, for me, that was fantastic.
[01:48]
That was Michael McCrary from PureSpectrum and Diane from C-Space?
[01:53]
Correct.
[01:53]
Right? C-Space now owned by Omnicom, I believe.
[01:56]
Yes.
[01:57]
So, Prodege is a big company, a really big company. You guys have had a tremendous amount of success. How long have you been there?
[02:04]
I’ve been here almost nine years.
[02:06]
Have you guys had any struggles? Maybe there’s an opportunity for you to tell us a little bit about how you coped during a difficult time in the business.
[02:14]
Yeah, I think the struggles that I personally had within the business and the business had was actually the opportunity. So, when we actually first decided that we’re going to make a play within the market research industry and become a sample provider, a lot of naysayers, “No, no, you can’t.” I actually saw that as an opportunity. Let me elaborate on that for a minute. So, I happened to stumble upon the industry. I wasn’t necessarily… I haven’t been doing this for 20 years; it’s just a few years. And the thing that really inspired me personally was when I attended some of the industry events. And speakers got up to present something that sounded somewhat innovative; the reaction from the audience was negative, was received as negative. That was my perception, whether true or not. It just didn’t seem like the industry was embracing new tactics and innovation. That’s when for me the lightbulb moment. And, again, it’s an opportunity but a struggle because you have to overcome that barrier if a lot people are not necessarily embracing opportunities.
[03:34]
I love that. So, how did you overcome it?
[03:37]
I think it’s pretty simple. I know that people look for big answers when it comes to that. If you have a strong product, you can overcome anything.
[03:46]
Love it.
[03:46]
It’s as simple as that.
[03:47]
Do you remember one of the early customers? Who it was?
[03:50]
Yes, I’m not sure if they would want to share their name on it. But, once we had our first customer, it really went very quickly.
This is the first interview of the Insight Association's CEO Summit 2019. Recorded live in Miami, Jamin Brazil interviews Mike Misel, SVP of Cint. We hope you enjoy this mini series taking you into the minds of some of the most influential CEOs in Market Research.
FIND MIKE ONLINE:
https://www.cint.com/
FIND US ONLINE:
www.happymr.com Social Media: @happymrxp LinkedIn
[00:04]
I’m here at the CEO Summit with Mike from Cint. Mike, welcome to the Happy Market Research Podcast.
[00:12]
Thank you very much. It’s a pleasure to be here.
[00:14]
This is the CEO Summit. Have you been here before?
[00:17]
This is my first time. Amazing. The talent in the room. I’m very lucky to be here, in fact.
[00:23]
Maybe you could tell us a little bit about your journey and to Cint.
[0:30]
Yeah, wow, very interesting. So I originally was a calculus teacher,
[00:35]
For high school, junior high, college?
[00:39]
I was at a prep school where I taught 18-year olds, and then taught a little bit of junior college, and had one class at a Cal State University.
[00:47]
I can’t believe I just said junior high by the way. Anyway, go ahead. Sorry.
[00:51]
There’s probably some kids out there.
[00:52]
Maybe, yeah. Two.
[00:53]
Ironically, given the news today (I’ll let you talk about that later), I was brought to the industry in 2011 by a friend who I played golf with. He started explaining to me the nuances of the market research industry. It blew me away that people actually got paid to take surveys. It was the first time that I... you know. So that tells you the knowledge level that I had coming into this industry, but it’s been an amazing journey. So, over the past eight years, I kind of went from... it was nice actually coming in with no experience, had fresh eyes, came in on the ground floor, and just sort of started working my way up through the industry. And I don’t need to say this to you. So much has changed just in the eight years I’ve here. It’s amazing being in the room with these people who’ve been in this industry 20, 30, however many years they’ve been in, and seen the things they’ve seen. Just my exposure in the last eight years has been really incredible.
[01:55]
Cint has gone through some transitions.
[01:57]
Yes.
[01:58]
Talk to us a little bit about what you’re seeing as one of the big trends in market research.
[02:05]
I think that everybody has seen that technology can play a major role with regards to the sampling process itself. The model that existed in the beginning of putting a lot of effort, money, whatever it is into building a panel and that cost for acquisition that people were putting in, trying to then recoup and get an ROI on that was fine for a while. Price compression and just the way we’ve been able to deliver a sample has really put a lot strain, I think, on a lot of the traditional panel owners. And us as a company, starting 20 years ago, I think at a really advantage I guess, if you will, in terms of how we operate, where this exchange model was pretty future-proof.
[03:02]
It should be mentioned that actually started in 1998 and was the leader in the sample (I don’t know if this is the right term) sample marketplace, right?
[03:12]
Yeah, I would say credit to Bo Mattsson, our founder, who had this vision of an exchange model. It’s funny I mentioned that I started at Cint in 2011. We had a real tough time explaining that model to the industry here in the United States.
[03:33]
And what’s funny about it is, if you think about just work flow. When I started Decipher, this was the premise: is that as a researcher I spend a lot of my time doing certain functions. In those days, it was like things like term and tally sheets. I’m not going to get into what that is, but it was a real pain in the ass.
[03:51]
Sure.
[03:54]
As we’ve evolved through technology, the surveying is actually not the hard...
This is the first interview of the Insight Association's CEO Summit 2019. Recorded live in Miami, Jamin Brazil interviews Michael J. Vigeant, CEO of GreatBlue Market Research. We hope you enjoy this mini series taking you into the minds of some of the most influential CEOs in Market Research.
FIND MICHAEL ONLINE:
michael@greatblueresearch.com
http://greatblueresearch.com/
FIND US ONLINE:
www.happymr.com
Social Media: @happymrxp
[00:00]
This is episode 202 of the Happy Market Research Podcast, and I’m your host Jamin Brazil, bringing you a special episode straight from the Insights Association’s CEO Summit in Miami. We hope you enjoy these interviews. They’re conducted by some of the speakers as well as fellow CEOs.
[00:18]
This is Jamin Brazil. You’re listening to the Happy Market Research Podcast. We are live today. Well, not really live I guess when you hear this, but a few days afterwards at CEO Summit in beautiful Miami. GreatBlueResearch is here with me. Michael, welcome.
[00:34]
Jamin, great to see you again, buddy.
[00:36]
Yeah, we met each other last year at this CEO conference. Maybe you can tell me a little bit about your business.
[00:42]
So, GreatBlue is a full-service market research firm. Our goal is to help you solve business problems, identify market opportunities, test product services, and figure how you can make your business better.
[00:55]
So, give me an example of a customer... kind of how they engage with you guys. What does that look like?
[01:03]
So, it’s everything. We work a lot in the utilities marketplace: so, everything from identifying whether solar or investing in solar cultures or electric vehicle services or programs make sense for a particular utility. We work with some major product developers across the US, taking products from concept to store shelf and everything in between: so, testing prototypes within users; Identifying where there is feature benefit improvements that could made, but also designing packaging and store-shelf looks and feels, and quick startup guides and making sure they’re logical and doing what they’re intended to do. So, lots of different things.
[01:44]
Yeah, so, sounds like quite a few different things, which is good. So in other words, you really adapt the overall solution to match – it’s the right shoe for the right foot.
[01:51]
Yeah, typically, it has everything to do with making sure that the product or services is meeting the needs of that end-user. Sometimes, that end-user, we’re measuring engagement and satisfaction; sometimes, we’re measuring the need, and how well they like a product or service, and what they might spend for it, or what would prevent them from purchasing or utilizing a particular service or product. So, it can be any number of things, which is what keeps it interesting and fun for our team.
[02:18]
So, predominantly, primary research, right?
[02:20]
Correct.
[02:21]
Yeah, awesome. You have been at this conference at least one other time.
[02:25]
This is actually my fourth.
[02:27]
Fourth time. So, tell me a little bit about what’s the benefit of the CEO Summit for you as a CEO.
[02:34]
Yeah, so, you know when I think about my evolution, I’ve now owned the business for going on ten years. And, when I start to think about my growth as a CEO, as an owner, it is this group of people specifically that I really rely on for information, not just professionally, but personally. We share. Last year was a big growth year for us not only for the business, but how I was transforming my business internally, how I wanted to be off the road more, spending more time with my family, giving that ownership and that authority and that push to my team to go out and own the space that I had for so many years – and what I say internally – is getting out their way. It was the people here that helped me learn how to do that. And so,
My guests today are Ann Green, EVP, and Stephen DiMarco, Chief Digital Officer at Kantar North America Insights Division. Kantar is a multinational market research firm known for innovation. They actively manage Brand Z, which is an annual Top 100 Most Valuable Global brands ranking; and in 2015, announced a partnership with Snapchat to provide the first analysis of advertising effectiveness on the Snapchat platform. FIND ANN AND STEPHEN ONLINE: Linkedin: Ann/Stephen Kantar FIND US ONLINE: www.happymr.com Social Media: @happymrxp LinkedIn
[00:00]
On Episode 201 of the Happy Market Research Podcast, I’m talking with the dynamic duo, Ann Green and Stephen DiMarco from Kantar. This is an exciting episode. We unpack customer experience from Kantar’s position, one of the leading insights professional companies in our industry.
But first a word from our sponsor.
[00:25]
Today’s episode is brought to you by GreenBook. The GreenBook directory helps you find marketing research suppliers, facilities, and consultants. Additionally, GreenBook helps modern marketing researchers understand industry trends via the Grid Report and the IIeX Global Conference Series. To find out more, please visit GreenBook online at GreenBook.org.
[00:48]
Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. My guests today are Ann Green EVP and Stephen DiMarco, Chief Digital Officer at Kantar North America, Insights Division. Kantar is a multi-national market research firm known for innovation. They actively manage BrandZ, which is an annual, top 100 most valuable global brands ranking, and in 2015 announced a partnership with Snapchat to provide the first analysis of advertising effectiveness on the Snapchat platform. Ann and Stephen, thank you very much for joining me today on the Happy Market Research Podcast.
[01:23]
Ann – Thank you.
Stephen – Thank you. Nice to be here.
[01:25]
Our chat is going to center around one of today’s hottest topics: customer experience. But before we dive in, I’d love to know a little bit about each one of your backgrounds.
[01:35]
Ann – [laughs] Well, I think it’s fair to say that no child grows up and actually says, “Mom, Dad, I want to go into the field of market research.” It was a bit of a fluke for me. I ended up at a liberal arts school where I studied marketing with a math minor. At the time, I really didn’t have a good sense of what I wanted to do and a saw an ad, an actual newspaper ad, for a position in the field of market research, and it just so happened I thought, “I can do this.” And the rest is history.
[02:08]
You know it’s funny. Several people that I’ve interviewed wound up in market research through an advertisement in the paper. For those who don’t know, that was the jobs listing for local opportunities.
[02:23]
Ann – Yes, yes, I have just revealed my age. [laughter]
[02:27]
Don’t worry. I’m ahead of you. That’s fine. So, Stephen, you managed marketing at Comedy Central FX, and you co-founded a startup during the height of the dot.com bubble. How in the world did you wind up in research?
[02:42]
Stephen – It’s funny. I don’t see myself in research, but I will tell you how I got into the role I’m in right now. Like Ann, I studied marketing in college and, when I wasn’t studying or doing other things that college kids do, I was actually a DJ for the campus radio station. So I’ve always had a strong interest in marketing and music. I started my career at a record label doing everything you can imagine and decided that, while I like music, the music industry isn’t for me. So I thought long and hard and really committed myself to marketing and helping marketers becoming better marketers. What better place to do that than a company who’s got a treasure trove of consumer data that you can use to make difficult decisions about all of the things that marketers need to, ranging from which consumers to target, how to engage them, how to measure ROI.
On our last episode of this year, the Happy Market Research team shares what their biggest lessons were in 2018, their favorite episodes and more. We couldn't be more thrilled with the outcome this year and can't wait for you to listen to what we have in store for 2019.
Thank you to our listeners who continue to support us. We wish you a Happy New Year!
FIND US ONLINE
:www.happymr.com
Social Media: @happymrxp
[00:03]
Happy Market Research. This is our last episode. Today is December 28th. So, this is our last episode. People are nodding because we’re on audio, of course.
[00:12] – William
Last episode of 2018.
[00:14]
What did I say?
[00:15] – William
Last episode.
[00:16]
Of 2018, thank you. Good point, William. Big difference.
I thought it would be a lot of fun, closing us out to talk themes we recognize in the 50+ episodes that we did in 2018 and then talk to my awesome staff: Chueyee, Chloe, and William on some of their learnings and take-aways. So without further ado, Chueyee.
[00:41] – Chueyee
Hi. [laughter]
[00:46]
Let’s start out with a little bit... I mean you didn’t come from market research, right? You came out of school with a journalism degree. So, what was that like for you moving out from journalism into a marketing company, specifically Happy Market Research Podcast?
[01:04]
Well, I didn’t even know market research existed when I was college or until I got this job. So my first day here I was super confused, but then as we got more into interviewing market research professionals, and I started listening to more podcasts from Happy Market Research, I just started to get a little bit better understanding of what market researchers do.
One great example that Jamin told us was Yoplait yogurt. And after he told us the story about that, it was like “Wow, market researchers are super important especially for businesses.” If you guys don’t know the story, Jamin told us that back in the day, Yoplait yogurt, their main color was green, but then they did some data research and they realized that, if they changed it to red, then they would get more sales. Once they did, they actually did get more sales. So that was just like mind-blowing to me.
[02:10]
The mind-blowing part was specific to how data is used or what part of that was really impactful?
[02:18]
Just the fact that market research is so little but has such a big impact.
[02:23]
Yeah, I think that’s true. I mean market research is the tail that wags the dog. So, when you think about the billions of dollars that are spent in marketing every year, globally, market research represents a very small fraction of that. Maybe – I don’t know what rule of thumb is – I’ve always assumed it’s about 10%. The total global market research spend according to ESOMAR is around $70 billion, which is a big ass space. But I do believe that proportionally we’re holding at that – much smaller relative to how much money is being spent across the board. The decisions that businesses are making... You referenced a study that I had participated in in the ‘90s that was very interesting for me because it was also probably one of my “Ah-hah” moments moving into market research of, while data is important and can be used for impacting consumers and their preferences, I think what’s been interesting over the last two decades from my view and of my career is how the internet has empowered consumers in a unique way. So before brands literally were blind on what the consumer preference was outside of sales data, of course, which is a lagging indication, but now through the internet, there has been a direct access to the consumer to the brand through social media.
Last time I was on a United flight, I tweeted to United, “Hey, thanks” because I got some free refreshment, and then United tweeted back to me. So that direct connection now is public and that has influence, positive or negative, on that brand. Conversely, of course,
My guest today is David Paull, CEO of Engagious & Dialsmith. Engagious and Dialsmith is a consultancy that leverages a proprietary technology solution to help companies craft and refine high-stakes messages and content. Additionally, David started the Engagious Podcast where he connects many disciplines like Comedy and Astrophysics to help create a more complete set of skills for Insights Professionals.
FIND DAVID ONLINE:
Engagious
Dialsmith
FIND US ONLINE:
www.happymr.com
Social Media: @happymrxp
[00:30]
Over the last decade the market research industry has been disrupted. Our largest agencies are struggling to keep up as their customers turn to newer, faster and cheaper data sources. Now we are on the edge of yet another major market shift. Now is the time for us to reassert ourselves as the rudder of the brands we love. Thank you for tuning in to the Happy Market Research Podcast where we are charting the path for the future of market researchers and businesses. Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. Today my guest today is David Paull, CEO of Engagious and Dialsmith. Engagious and Dialsmith is a consultancy that leverages a proprietary technology solution to help companies craft and refine high-stakes messages and content. Additionally, David started the Engagious podcast where he connects with many disciplines like comedy and astrophysics to help create a more complete skill set for us insights professionals.
David, thanks very much for being on the Happy Market Research podcast.
[01:35]
Jamin, thanks so much for having me.
[01:38]
So it’s an honor to… I think you may have one of the original podcasts centric to market research, at least from my recollection. Is that consistent with yours?
[01:48]
Yeah, I think we kicked off pretty early when we launched ours in 2018. I believe the Insights Association was doing their Audible Insights podcast; I believe it started shortly before then. Might have been around that time. And certainly apologize to anyone who has been doing it longer, but certainly in the early days of it when we started early 2018.
[02:15]
Well, if people listen to this and have been doing it longer know of shows that have been doing it longer, we would love to connect with them, both David and myself; so, please put them on our radar. We will humbly submit our error and also love to have the conversation and learn from the godfathers in the space.
[02:33]
Absolutely.
[02:34]
So, listen, man, I wanted to talk a little bit about your background before we jump into some other topics. You have a strong background in technology and, interestingly enough, also sales. And then you founded Dialsmith in 2009. That was an interesting point, right? Economically speaking, the U.S. was, I would say, in turmoil still from the Great Recession. What gave you the confidence and inspiration to step out and start your own company?
[03:04]
That’s a good question. It was really a matter of necessity more than anything. My background is technology and sales. I didn’t start out in the market research space though I’ve been in it now for going on 20 years. On the Dialsmith side of our business, our core technology are the perception analyzer dials that everyone in research knows from dial testing of TV pilots, presidential debates, and things like that. Back in the 2000s, we were a division of Market Strategies, a large market research firm. It was during that time of the recession in 2009 when there were a number of smaller divisions of that company and really of others that didn’t really fit within those organizations anymore especially during that time. So it became an opportunity for us to spin off what’s now called Dialsmith, a stand-alone business. The timing worked out really well for us because we were a small company, but as soon we got out from under a larger corporation,
Happy Holidays from all of us at Happy Market Research! We are so thankful for all of our listeners and those who have supported us on this journey this year. Without you, none of this would be possible. Happy Market Research is heading into 2019 with so much gratitude, joy and excitement for what is to come.
Here is a bonus episode featuring Anne Beall of Beall Research. She recently shared a story and a lesson that she learned during this holiday season. We wanted to share it with you in hopes that it will touch you like it did us!
Enjoy!
FIND US ONLINE:
www.happymr.com
Social Media: @happymrxp
[00:00]
Happy Holidays, everybody, from all of us at Happy Market Research. Thanks so much for making 2018 such a great and exciting year. To all of our guests, to all of people who have been providing feedback, referrals... It has been fantastic. I wanted to go out this year with this one great story that recently happened with Ann Beall of Beall Research. I hope you enjoy this story and appreciate you going to 2019 with a tremendous amount of thankfulness. Have a great rest of your year.
[00:31]
And I have to say I’m not that keen about Christmas. I mean I don’t really love the holiday. I find it pretty commercialized. I don’t really like getting gifts for people. I mean sometimes I get it right, but a lot of the times it’s really hard picking out gifts for other people. And I feel bad when people give me gifts: I don’t really need anything, and you know.
I don’t really love the holidays and, to tell you the truth, I have a lot of sort of bitter memories. I didn’t even put up a Christmas tree last year. And the holidays remind me of people who are no longer in my life, people who have passed on. And there’s some nostalgia around it.
But, for some reason, I said to him, “OK, let’s go downstairs.” I actually have a fake Christmas tree and we have decorations in the storage room, which is in the very back of my home. When we got to the storage room, we smelled smoke. We thought maybe someone was burning leaves in the backyard, but we went outside and there was nobody burning leaves back there. So, we went back inside and wondered whether the storage unit was on fire, and it was not. And that’s when we realized one of the condos above us was on fire. I live in a three-flat.
For some reason, we didn’t panic. He called 911. And, at that point, I started looking for the cats. I have three. I have a black cat named Serena, who’s 18 years old, and she does not like to be picked up. I chased her around the bedroom and finally got her in the cat carrier. I have another cat, who is a feral cat, and she really doesn’t like to be picked up. I chased her all around the house, and I finally got her into a cat carrier. But I have third cat, who’s a foster cat, who isn’t normally living at my house, who I was watching for somebody. I didn’t have a cat carrier, and no way to get the cat out safely. So I left the cat behind.
We ended up going outside with the cats – my partner and I standing there, watching my house. And the firemen arrived: three big trucks, 20 firemen. They busted down doors. There was nobody in the building but my partner and I. They busted down doors; they had hoses going up in front of the house and back of the house; they had a ladder going up to the roof. And they contained the fire, I thought. I basically was watching and watching and watching. They don’t give you any information, but I’m praying and hoping this fire does not go downstairs to my unit.
And I’m thinking about my cat, my foster cat. “Oh, my gosh, I hope he’s going to be safe.” And then I’m thinking about all the other things in my home that can never be replaced: my dad’s letters to me when I was in college; my grandfather’s letters to me when I was a child. All these things would be gone in an instant. But mostly, I was thinking about the cat.
They did contain the fire,
Today, my guest is Bob Lederer, owner of RFL Communications. RFL Communications is dedicated to being a thought leader in the market research industry through distributing video content.
Prior to starting RFL Communications, Bob has worked in the market research industry both on the brand and agency side. He founded his own firm in 1997 and has been providing valuable perspectives on the industry ever since.
FIND BOB ONLINE:
Youtube
RFL Communications
FIND US ONLINE:
www.happymr.com
Social Media: @happymrxp
[00:36]
Over the last decade the market research industry has been disrupted. Our largest agencies are struggling to keep up as their customers turn to newer, faster and cheaper data sources. Now we are on the edge of yet another major
market shift. Now is the time for us to reassert ourselves as the rudder of the brands we love. Thank you for tuning in to the Happy Market Research Podcast where we are charting the path for the future of market researchers and businesses. Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. Today my guest is Bob Lederer, owner of RFL Communications. RFL Communications is dedicated to being a thought leader in the market research industry. Prior to starting RFL Communications, Bob has worked in the market research industry both on the brand and agency side. He founded his own firm in 1997, and has been providing valuable perspectives on the industry ever since. Bob, thank you very much being on the Happy Market Research Podcast!
So one of our core questions, and it has been drawn really by the audience interest is how did your parents wind up impacting who you are today and ultimately the success that you have had?
[1:49]
My parents are both European. My mother is a survivor of the holocaust of Auschwitz. And she survived the end of the war. They had her come out of a concentration camp and put her on a death march, which she survived. She weighed 57 pounds when she was freed by the Russians. I think it was somewhere in Poland. She spent some time in Sweden, a year recovering from what had happened to her, and then she had the option of going anywhere in the world and she came to the United States, met my father in 1946. They were married in 1948. And I was born in 1952. And they both had a very, very profound impact on me. You do not really think about it at the time. My father had his own business from the late 1950’s until the early 1980’s when he finally sold it and retired. My mom was always a housewife, very European in that way, but they both affected me because they both stressed to me ethics: doing the right thing personally and professionally. And one of the things that my dad stressed to me was to be an independent thinker, and to not follow the crowd or what everybody else was insisting that should be done. His phrase that I will always recall is: “Don’t become part of the rabble. Don’t just do what everybody else is doing. Think, and critically think, and look at what is really happening. You can make a decision about stuff.” And that has helped me both professionally and personally in my life.
[3:40]
It is really interesting to have the holocaust in your story. And then connecting that to the importance of critical thinking from your father. Of course, that makes perfect sense.
[3:52]
It also makes sense because my mother always said to me: “It can happen here”, which was her way of saying “Yes, Jews can be singled out in the United States just like they have been or were in Germany”. My father had come from Austria after he had left after Germany took over Austria. So he was lucky enough to escape and not have to go through the camps. But my parents emphasized to me the importance of being aware of what is going on around you at all times so that you can protect yourself and your family. And without getting political, in times like this I am indebted to them -they both passed away - for helping ...
Hi, I’m Jamin Brazil and you’re listening to the Happy Market Research Podcast. My guest today is Adam Jolley, EVP Business Development at EMI Online Research Solutions and Market Research Influencer. EMI Research Solutions is a leading provider of online sample for surveys. Adam has a long tenure at EMI and has one of the earliest market research podcasts with 37 episodes starting in Jan 15, 2018, the Intellicast Podcast.
FIND ADAM ONLINE:
Intellicast Podcast
EMI Research
FIND US ONLINE:
www.happymr.com
Social Media: @happymrxp
[00:22]
Over the last decade the market research industry has been disrupted. Our largest agencies are struggling to keep up as their customers turn to newer, faster and cheaper data sources. Now we are on the edge of yet another major
market shift. Now is the time for us to reassert ourselves as the rudder of the brands we love. Thank you for tuning in to the Happy Market Research Podcast where we are charting the path for the future of market researchers and businesses. Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. Today my guest is Adam Jolley, EVP business development at EMI Online Research Solutions and market research influencer. EMI Research Solutions is a leading provider of online sample for surveys. Adam has a long tenure at EMI and has one of the earliest market research podcasts with 37 episodes starting in January 15, 2018 –the Intellicast podcast. And he was also instrumental in me deciding to start the Happy Market Research Podcast. Adam, thanks very much for joining me today.
[1:25]
I am super excited. Thanks for having me. This is one of those things where you listen to the podcast and you think: “I will never be on somebody else’s, I will never be on yours.” So it is a little bit thrilling for me. I love it!
[1:37]
That is so funny. This is cross-over week for me. I was on Siemens earlier.
[1:45]
Ha! Oh, that is good! That is great!
[1:46]
So funny! Anyway… Hey, man! First off, a big shout-out to your podcast! Thank you so much for…
[1:51]
Thanks!
[1:52]
…what you are doing there. It is a great source of information, and it honestly just keeps my brain occupied during part of my commute so anyway, thanks for that!
[2:05]
That is great to hear because I think, and you probably think the same thing about yours, is that you do not really know what the expectations are and where you are going to go. From when I was first starting that out, figuring out why we were doing it and who we would do it for and listen, things evolved. And that is great to hear! That is the goal! That is why I listen to podcasts! On your commute. You are by yourself and you might as well just listen to something that at least instead of the same three songs over and over again.
[2:34]
Oh, yeah, totally! Right? My guilty pleasures are… we have about an acre, and we do some farming there. Well, we have one acre that we farm but we live in two acres. So I have been doing tractor work on the weekends. So that is what I do, headphones on, and I also have about thirty minute commute each way so it is a great opportunity to listen. Sometimes I get so involved in the podcast, I would sit outside of my house waiting for the episode before going in, which is insane!
[3:09]
Same thing! The driveway time is a good time!
[3:10]
The driveway time! Yeah! That is the thing! Who knew? Maybe that is the KPI to see if you have a good podcast or not –what is your driveway time?
[3:18]
Right! That’s good!
[3:20]
All right. So from 2003 to 2007, you were getting your Bachelor’s in Marketing at Northern Kentucky University. You were also working as a Fundraising Recruitment Manager at Sports Service Cincinnati Reds. So how in the world did you wind up in Market Research?
[3:39]
How did I…? The biggest thing is that I had a professor that really guided me. One thing that I leave out there, and I purposely leave out there,
Today, my guest is Fiona Blades, President and CEO – that’s Chief Experience Officer – at MESH Experience. MESH specializes in identifying how your brand is experienced by your customers.
Prior to founding MESH, Fiona has experience as a marketer on pet food, and planning director in a variety of agencies, such as Leo Burnett.
FIND FIONA ONLINE:
MESH Experience
FIND US ONLINE:
www.happymr.com
Social Media:
@happymrxp
[00:34]
Over the last decade the market research industry has been disrupted. Our largest agencies are struggling to keep up as their customers turn to newer, faster and cheaper data sources. Now we are on the edge of yet another major market shift. Now is the time for us to reassert ourselves as the rudder of the brands we love. Thank you for tuning in to the Happy Market Research Podcast where we are charting the path for the future of market researchers and businesses. Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. Today my guest is Fiona Blades, President and CEO, that is, Chief Experience Officer of MESH Experience. MESH specializes in identifying how your brand is experienced by your customers. Prior to her time at MESH, Fiona has worked at several agencies, including Leo Burnett. Fiona, thanks very much for joining us at the Happy Market Research Podcast today!
[1:32]
My pleasure! I am delighted to be on it!
[1:34]
So today you are in New York City. Your accent suggests that perhaps you came from someplace else. Could you tell us a little bit about your childhood and your journey towards market research?
[1:44]
Of course, I would be delighted! And yes, my accent is a little bit of a give-away. I started in the UK, and it is interesting that you actually asked me how I started in life because although I was working in London for my whole career before I moved to New York, I actually come from the North of England. My parents live near Manchester, in Cheshire. So that was where I grew up when I was young. It is very friendly, it is very different, and many people would not know that I actually come from the North because my accent sounds like a Southern UK person.
[2:29]
That is awesome! So what do your parents do?
[2:30]
It was interesting that you asked that question because actually when I set up MESH, I said: “How on earth could I have set up this agency? What led me? What was in my genes to get here?” And then I thought about it, and my father was an engineer, and he actually owned a business. So I thought that maybe that was part of was what led me to where I am now. And in particular, he had something called a molding graving business. So he put the textures or the designs on to plastics that might go on to cars, for example. He invented processes, and I thought back about that. And I thought “I wonder whether he was good at inventing processes and whether that led me to think about how I can come up with a new process for market research to capture people’s experiences in real time. So that was my father. And then on the other side, my mother had a nightclub. She owned an Indie nightclub in Manchester for over twenty years during the period when it was called “Madchester”. So that was the Oasis period and those kind of songs, and I think that what I really got from my mother… when I went to her club and I did only go once because obviously that was her place, it was just an experience for me because I saw the teamwork, I saw how members of the staff felt that it was their club, and they showed me around, and they worked so efficiently, and I just hoped that one day I would be able to have a company where people bonded so well together and were all doing something that they loved. So I think I got something very different out of both of my parents.
[4:19]
Was your mother particularly outgoing? I would imagine in that environment that would be helpful?
[4:22]
She was outgoing but what was funny… she never let on that it ...
My guest today is Dom Ricchetti, Senior Staff Research Lead at ServiceNow. Headquartered in Santa Clara California, ServiceNow is a software-as-a-service provider, providing technical management support to the IT operations of large corporations. Prior to ServiceNow, Dom has been leading research at many of today’s top companies including in Microsoft, Intuit, Millward Brown, Dell, and Gartner. FIND DOM ONLINE: Linkedin ServiceNow FIND US ONLINE: www.happymr.com Social Media: @happymrxp LinkedIn
[01:01] Over the last decade the market research industry has been disrupted. Our largest agencies are struggling to keep up as their customers turn to newer, faster and cheaper data sources. Now we are on the edge of yet another major market shift. Now is the time for us to reassert ourselves as the rudder of the brands we love. Thank you for tuning in to the Happy Market Research Podcast where we are charting the path for the future of market researchers and businesses. Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. Today my guest is Dom Riccheti, Senior Staff Research Lead at ServiceNow. Headquartered in Santa Clara, California, ServiceNow is a software-as-a-service provider, providing technical management support to the IT operations of large corporations. Prior to ServiceNow, Dom has been leading market research at many of today’s top companies, including Microsoft, Intuit, Miller Brown, Dell, and Gartner. Dom, thanks very much for being on the Happy Market Research podcast today. [02:01] Thanks so much for having me, Jamin. [02:04] I’d like to start out with a little bit about ServiceNow. This is a massive corporation, impressive growth, yet I don’t think a lot of our listenership have heard about it. Can you tell us a little bit about ServiceNow? [02:17] Sure thing. We’ve been very successful, and it’s been an interesting story. We started out really being a small engineering company, developing a platform. Out of that platform, trying to figure out selling it in enterprise how best to apply it. The logical conclusion to start with was in IT service management. So, most people know when they have a problem with IT, they call up IT; they create a ticket. You make a request, or you have a problem – there’s a ticket. Somebody’s assigned a ticket to work on it, and it gets passed around. People use a knowledge base, look up information about what’s going on, what kind of things worked in the past, how to we solve this problem. That whole process of IT service management fit our platform very well because it’s geared towards assigning things, managing the workflow process, integrating with other software and information in the knowledge base behind it. So, that’s really matured over the years to be this awesome, workflow-integration platform underlying everything, and we’ve started to extend it to many other business processes. Besides IT service tasks, we’ve extended it into IT operations, and IT management, like asset management and other uses for IT. Then into external customer service – you have the same kinds of issues: when a customer calls up about your product, needs help, has a request, just how to use it, or break/fix kind of things. That’s also a service desk management, facilities and field service – same kind of issues and processes where the workflow and integration really benefits those areas. Then an area we’re really excited about – it’s been growing fast – is in HR. You think of problems that HR internally in a company is trying to support their employees on a wide variety of issues. An interesting scenario that we delivered is on-boarding new employees. You get a new employee you have to set them up with their computer, desk space, access right to networks, get them signed up on workday, APP payroll, United Health Care benefits. You’ve got all these processes you have to manage and take somebody through. Different people manage those tasks,
Today, my guest is Katrina Noelle, President of KNow Research, a qualitative consultancy based in San Francisco. Additionally, she is the co-Founder of Scoot Insights, a firm offering an agile qualitative methodology for decision-making. Katrina is an active member of QRCA which is the Qualitative Research Consultant Association, the Insights Association, Women In Research (WIRe) and ESOMAR. She is proud of KNow's status as a certified woman owned business, and serves as a mentor through both WBE and WIRe's mentorship programs. FIND KATRINA ON SOCIAL: Linkedin https://knowresearch.com/ FIND US ONLINE: www.happymr.com Social Media: @happymrxp LinkedIn
[00:48]
Over the last decade the market research industry has been disrupted. Our largest agencies are struggling to keep up as their customers turn to newer, faster and cheaper data sources. Now we are on the edge of yet another major market shift. Now is the time for us to reassert ourselves as the rudder of the brands we love. Thank you for tuning in to the Happy Market Research Podcast where we are charting the path for the future of market researchers and businesses. Today my guest is Katrina Noelle, President of KNow Research, a qualitative consultancy based in San Francisco. Additionally, she is the co-founder of Scoot Insights, a firm offering an agile, qualitative methodology for decision-making. Katrina is an active member of QRCA, which is the Qualitative Research Consultant Association, the Insights Association, Women in Research, and SMR. She’s proud of KNow’s status as a certified woman-owned business and serves as a mentor through both WBE and WIRe’s mentorship programs.
Katrina, thanks very much for being on the Happy Market Research podcast with me today.
[02:01]
Glad to be here.
[02:02]
So, tell us a little bit about where you grew up and how you parents influenced your career.
[02:07]
Yeah, so I grew up in the Bay Area before it was the Bay Area that we know today. It was more about Hayes and Fisherman’s Wharf and things like that. It was not the tech center that it is now. But I think the biggest influence on where I ended up was the fact that my parents owned their own business. So, I grew up as the second child next to an audio-recording studio, which is still going strong. The main thing that really influenced me was the fact that that is okay to start your own business and to start it pretty young; that it’s kind of a default option rather than a rare enterprise. So I started my business fairly young, based on that inferred approval of the small business.
[03:01]
Did you parents have any specific hard times that you recall they went through with their small business?
[03:09]
I think it is tough. I mean they co-owned a business and ran a family together. So there were some general negotiations, shall we say, that went on while I was growing up. But I think that is an industry that changes very much with the times and has to. And a lot has happened with audio over the past few decades. So, I think just seeing the constant need to stay ahead of the game and keep track of what new technology and expectations are... Their client base has changed radically over the last years. So, just watching that constant need to be agile and to transform with your industry... It was a challenge, but it was also very informative to watch.
[03:56]
Yeah, that specific industry has gone through massive disruption. And it sounds like they were able to traverse these periods of time successfully. As you think back on their ability to work together to negotiate both successful family and then successful business, were there some key takeaways that you learned, some behaviors that you adopted?
[04:26]
Yeah, I think one of the most prevalent things was the agility about what was going to walk in the door and present itself may not be why you set up the business.
Today, my guest is Nancy Hernon, CEO & Co-founder of G3 Translate and an official Member of Forbes New York Business Council. G3 Translate is a translation and transcription resource for the market research industry offering access to today’s top translation professionals and the very latest translation software platforms.
Prior to founding G3 Translate, Nancy has spent most of her career in the translation space.
FIND NANCY ONLINE:
https://g3translate.com/
FIND US ONLINE
:www.happymr.com
Social Media: @happymrxp
[00:58]
Over the last decade the market research industry has been disrupted. Our largest agencies are struggling to keep up as their customers turn to newer, faster and cheaper data sources. Now we are on the edge of yet another major market shift. Now is the time for us to reassert ourselves as the rudder of the brands we love. Thank you for tuning in to the Happy Market Research Podcast where we are charting the path for the future of market researchers and businesses.
Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. Today my guest is Nancy Hernon, CEO and co-founder of G3 Translate, and an official member of the Forbes New York Business Council. G3 Translate is a transcription and translation resource for the market research industry offering access to today’s top translation professionals and the very latest in translation and transcription software. Prior to founding G3 Translate, Nancy has spent most of her career in the translation space.
Nancy, thank you very much for being on the Happy Market Research podcast with me today.
[02:02]
Hi, Jamin. Thank you for having me on.
[02:04]
So, tell us a little bit about where you grew up and how your parents influenced your career.
[02:12]
Certainly. Well, I grew up in a small town in northeastern Ohio, kind of midway between Cleveland and Pittsburgh. So it was a town divided between the Browns and the Steelers. I grew up with my mom, and she actually influenced me by constantly pushing that I needed to be independent and that I should definitely go for my dreams and never hold back. And when I was 16 years old, I went to her and said, “Listen, Mom, you’re always telling me to be independent; so, I want to go live abroad for a year in a totally foreign country with total strangers. And you have to let me go.” She was not too happy about that level of independence. But in the end, I convinced her, and she let me move to Germany. And that kind of changed my whole path in life. It really opened me up and broadened my perspective and helped me to get on the path that I’m on now with the translation business. Living in a foreign country was great.
[03:21]
As a parent, I’d imagine that would be terrifying if your child came to you with that same sort of request.
[03:28]
You know I think about it a lot, and it’s actually not. I would love it if my kid would do the same. I really do hope she follows in my footsteps and is just as headstrong as me and demands to get her way. Actually, I’m kind of praying that she wants to go to Germany although she’s really super-interested in Spanish for some reason right now. So [laughs] she might be ending up in Spain or Mexico. But now I love it. I think that we live in a global society, and it’s really important to understand other cultures and to learn about it and not to just be stuck in your own little bubble.
[04:05]
Now I’ve talked about this a number of times with respect to some of the other CEOs that we’ve had. And, when you start operating at a global level, one of the things that becomes really apparent is that the people that are heading those companies often times have grown up with some level of significant experience, I would say, abroad.
[04:31]
Oh, yeah. My family was a little bit skewed and weird because my mom and dad split up when I was just a little one. And we moved to the Netherlands when I was two a...
Today, my guest is Shelly Bouren, Research Manager at Detroit Pistons. The Detroit Pistons are an American professional basketball team based in Detroit, Michigan.
Prior to the Detroit Pistons, Shelly worked in the financial sector for several institutions including Crestmark Bank as a Vice President, Marketing Analyst and Chrysler Financial as a Sr. Project Manager.
FIND SHELLY ONLINE:
Linkedin: https://www.linkedin.com/in/shelly-bouren-ms-prc-8b39b47/
FIND US ONLINE:
www.happymr.com
Social Media: @happymrxp
LinkedIn: https://www.linkedin.com/company/happymarketresearch/
[00:30]
Over the last decade the market research industry has been disrupted. Our largest agencies are struggling to keep up as their customers turn to newer, faster and cheaper data sources. Now we are on the edge of yet another major
market shift. Now is the time for us to reassert ourselves as the rudder of the brands we love. Thank you for tuning in to the Happy Market Research Podcast where we are charting the path for the future of market researchers and businesses. Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. Today my guest is Shelley Bouren, Research Manager at the Detroit Pistons. The Detroit Pistons are an American professional basketball team based in Detroit, Michigan. Prior to the Detroit Pistons, Shelley worked in the financial sector for several institutions, including Crestmark Bank and Chrysler Financial. Shelley, thanks very much for being on the Happy Market Research Podcast today.
[1:15]
Thank you, Jamin. It is such a pleasure to be here.
[1:20]
So Shelley, maybe you could tell us a little bit about where you grew up and how your parents have influenced your career.
[1:24]
So I grew up here, in Michigan. If you are generous, you could call it “the very Northern most suburb of Detroit”. It’s really a small country town, here in Michigan. We were close enough to the “city”, in air quotes, to find shopping and entertainment and stuff like that but far enough way that it was still a comfortable enough small town to grow up in. My father was a programmer, a computer programmer and systems analyst before computers were cool. So I guess the contribution he most made to my career was comfort with technology. That is, not being afraid from computers when so many of my generation coming up through high school and into college had that a little bit of nervousness about what computers brought or how easy it could be to mess something up. I had a comfort level and knowledge about that. My mom was an administrative assistant who worked very hard in setting an example for us of putting family first. So she helped me to see how to be a hard worker but not at the expense of the family and the flexibility that you needed to support them.
[2:33]
Did you find your literacy with computers to be helpful through your educational process as well as your entire career?
[2:40]
Yeah, actually, initially when I went into college I wanted to be a programmer, and I wanted to work in information systems. The university I was at told me I had to pick one or the other. They did not fit together as easily as I wanted them to. So I just kind of shelved that and went into advertising and marketing instead. But always with that, like I mentioned, the comfort with technology and then, as I went back in to get my Master’s recently in business analytics, it was the melding of those worlds had finally happened. So it was using the information systems and the programming together, so it kind of, my career came full circle. But it started with that early comfort level.
[3:25]
Yes, totally. And in fact, now we see technology just being ubiquitous in every job function. It seems that the higher you get, the more familiar you have to be with things like dashboards and PowerPoint, and other things. It is just basic table stakes nowadays relative to when I started my career twenty years ago… I would say that… technolog...
Hi, I’m Jamin Brazil and you’re listening to the Happy Market Research Podcast.
Today, my guest is Marc Zionts, CEO of Automated Insights. Automated Insights is the creator of Wordsmith, the world’s first public natural language generation platform. Wordsmith allows users to generate human-sounding narratives from data.
Prior to Automated Insights, Marc has been a leader in both technology and market research for two decades.
FIND MARC ONLINE:
https://automatedinsights.com/
Linkedin: https://www.linkedin.com/in/marc-zionts-5b250/
FIND US ONLINE:
www.happymr.com
Social Media: @happymrxp
LinkedIn: https://www.linkedin.com/company/happymarketresearch/
[00:40]
Over the last decade the market research industry has been disrupted. Our largest agencies are struggling to keep up as their customers turn to newer, faster and cheaper data sources. Now we are on the edge of yet another major market shift. Now is the time for us to reassert ourselves as the rudder of the brands we love. Thank you for tuning in to the Happy Market Research Podcast where we are charting the path for the future of market researchers and businesses. Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. Today my guest is Marc Zionts, CEO of Automated Insights. Automated Insights is a creator of Wordsmith, the world’s first language public international platform. Wordsmith allows users to generate human sounding narratives from data. Prior to Automated Insights, Marc has been a leader in and research firms for over two decades. Marc, thanks very much for being on the Happy Market Research Podcast.
[1:34]
Thank you, and I am delighted to be here.
[1:36]
So talk to us a little bit about your early days, about your parents and where you were raised, and how that has impacted your career.
[1:38]
Well, thank you. I am fortunate that my parents were both working throughout my entire life –as I was growing up. I was born up North and then we moved down to Florida when I was young. My mother is an educator, and my father always worked in the electronics industry. And a couple of stands-outs from there that were great inspirations for me. First of all, my mother as an educator just really focused on the importance of being a life-long learner, you could be reader. And she set a couple of examples by doing a couple of things. One, going back to school at her mid-age and getting an advanced degree. And I think that thing is very admirable. At the same time, once my parents got older, they had not traveled a lot. And by the time they were 50, I think they had just traveled to maybe two countries. But since then, they have traveled to 125 countries. So I think that the whole quest for knowledge, understanding and learning, is something that my mother –as an educator, certainly imparted upon me.
On my father’s side, there have always been good careers. But I have to honestly say that my father never enjoyed working. So that actually set another good example for me. And that is, life is short, you better love what you do, you better be passionate about what you do. And if you are fortunate enough to have those things occur, as they say, work doesn’t become work, it becomes a part of your life –it becomes something where you become hungry for knowledge, you’re continuously interested in getting better, improving and learning more.
So in different ways, my parents have had an impact on me. But certainly I think it was a foundation for me in terms of developing.
[3:39]
Yeah, I found that as I enjoy what I am doing for a living, it creates this beautiful bleed into every other area of my life. And it winds up that work can be an enhancer of my relationships because it is not just a start-and-stop experience. And when I get home, I don’t need to plug out and sit on the couch to have a beer or think that I have to do that in any other way. You can engage and then… There is not this “Oh,
Today my guest is Stacey Walker, consumer insights leader here at Adobe. Adobe is the global leader in digital media and digital marketing solutions. Stacey has headed up insights for Netflix, Walmart, Visa and has taught at Columbia University in the Sociology Department.
Find Stacey Online:
[00:44]
Over the last decade the market research industry has been disrupted. Our largest agencies are struggling to keep up as their customers turn to newer, faster and cheaper data sources. Now we are on the edge of yet another major market shift. Now is the time for us to reassert ourselves as the rudder of the brands we love. Thank you for tuning in to the Happy Market Research Podcast where we are charting the path for the future of market researchers and businesses. Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. Today my guest is Stacey Walker, consumer insights leader here at Adobe. We’re actually privileged to be in Adobe’s office today, and I’m joined by William. Unfortunately, Chloe could not make it because she is being responsible and actually doing work. Thank you, Chloe. [Chloe: “No, I’m not.”] No, you’re not.
Adobe is the global leader in digital media and digital marketing solutions. Additionally, Stacey has headed up insights for Netflix, Walmart, Visa and has taught at Columbia University in the Sociology Department. Stacey, welcome to the Happy Market Research podcast.
[01:49]
I’m happy to be here. Thanks for coming to Adobe.
[01:52]
So, I’d like to start with the signature question: Tell us a little bit about your upbringing.
[01:58]
Sure. Well, I grew up in a really diverse area culturally. I grew up next to Queens, and it was a really different experience, I would think, than a lot of people have as they’re growing up. I had friends from all different cultures, lots of first-generation people, who I went to school with. And that sort of spurred my interest in learning about different subcultures, cultures, and sort of kind of got me into sociology a little bit.
[02:40]
So, tell me a little bit about your parents. What did they do?
[02:43]
My father was an insurance salesman, and my mother worked in real estate. My father was also a double-E, so he was an electrical engineer by training. And he LOVED to tinker with computers, just LOVED technology. We would have little tiny computers all over the house that he would just toy with. So I think that also encouraged me to move into tech because he got me into programming a little bit.
[03:13]
Back in the days of Basic? [laughter] So, your mom, was she a life-long real estate agent?
[03:23]
Yeah, I mean on and off for, I would say, 20 years.
[03:27]
Yeah, I think it’s interesting that you bring up that your dad is an electrical engineer and sort of his tinkering with computers. Computers were a lot more like cars back in those days, right? And, if you wanted to actually have a computer, you had to work on the computer, like literally physically do work on the computer. My first – I’ll call it real job – was managing what’s called a wang system, which was basically a vacuum-cleaner type. Literally, there was a whole room that was twice as big as the room we’re in right now that was just the main frames and everything like that. And one of the neat parts that I got to help with (I didn’t oversee it but help with) was the actual transition from that mainframe to the desktop, right? I think it was Windows 3.5 like the very first from DOS to Windows. And it was a really… just like roll up your sleeves and get stuff done – wild, wild West. You know there was no internet so you had to use different magazines to figure out how to code stuff, right? It was a fun time.
[04:43]
Yeah, yeah, it was.
[04:45]
I think that probably one of my favorite parts of that was just this… grabbing a magazine and digesting the content inside of it because you had to wait 30 days for the next issue to c...
Hi, I’m Jamin Brazil and you’re listening to the Happy Market Research Podcast. Today, my guest is Robert Porter, CEO of Research America. Research America is a leading marketing research and consumer insights company, serving the likes of PWC, Little Caesar’s, and Wrangler.
FIND ROBERT ONLINE:
http://www.researchamericainc.com/
Linkedin: https://www.linkedin.com/in/robert-porter-1271454/#experience-section
FIND US ONLINE:
www.happymr.com
Social Media: @happymrxp
LinkedIn: https://www.linkedin.com/company/happymarketresearch/
[0:00]
In today’s episode of Happy Market Research. we’re going to hear from Robert Porter, the CEO of Research America. I’m going to tell you right now this is one of the most emotionally charged episodes that we have had on Happy Market Research and, honestly, across all the podcasts I have subscribed to. So I hope that you will tune in; stay with the story. It’s got a great ending, but it’s a very interesting journey that this man has been on.
[00:30]
Over the last decade the market research industry has been disrupted. Our largest agencies are struggling to keep up as their customers turn to newer, faster and cheaper data sources. Now we are on the edge of yet another major market shift. Now is the time for us to reassert ourselves as the rudder of the brands we love. Thank you for tuning in to the Happy Market Research Podcast where we are charting the path for the future of market researchers and businesses. Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. Today my guest is Robert Porter, CEO of Research America. Research America is a leading market research and consumer insights company, serving the likes of PWC, Little Caesars, and Wrangler. Robert, thanks very much for being on the Happy Market Research podcast.
[01:14]
Thank you for having me.
[01:16]
We’d like to start out with our signature question: Tell us a little bit about your parents and how that’s affected your current career.
[01:21]
So, interesting question. So, a little bit different than most folks. At three years old, my mother put me on a plane with my two sisters. She went to one terminal; I went to the other. So, I was sent to Philadelphia. She called her mother and said, “Hey, the kids are going there; I’m going to Spain.” And that was the last I’ve seen my mother. I’ve seen her two other times. So that’s obviously had an impact on me for sure. So not all impact that you get from your parents is always something that’s reinforcing or helpful or positive. Sometimes negative things help you as well. So, I floated around the system for a while after leaving my grandmother’s because there were three kids (two sisters) and, as the boy, which one flew out the coop. So I was gone. And I was in the system and went through different homes, went through a lot of things, both physical and emotional, and it taught me a lot. So there’s some positive as well. I was in neighborhoods that had some wealth, education. And I was able to learn from different homes that I lived in from different parenting and different techniques how people succeeded. There’s really nothing that I could say that’s more motivation than having a parent tell you or a parent-type person, “Hey, you’re not going to amount to anything. You’re not going to be a good parent. You should just be a good gym teacher. That’s all you can do.” There’s nothing that gives you more motivation than something like that. So the motivation that I got from growing up really came from those types of things, and how to overcome that, and how to be a better person than other people saw you. So that’s what I had.
[02:55]
I love that – coming out of this catastrophic spot and then pivoting into the successful company that you subsequently built with Research America. Now the CEO of a large company and then starting quite literally with nothing, not even a support network. Outside of that,
Today my guest is Sima Vasa, founder of Paradigm Sample, Chairperson of SampleCon, and founder of Infinity Squared Ventures. Additionally, Sima has recently started Data Gurus, a leading market research podcast.
FIND SIMA ONLINE:
https://www.linkedin.com/in/simavasa/
FIND US ONLINE:
www.happymr.com
Facebook: https://www.facebook.com/pg/happymrxp
Twitter: @happymrxp
Instagram: @happymrxp
LinkedIn: https://www.linkedin.com/company/happymarketresearch/
[00:50]
Over the last decade the market research industry has been disrupted. Our largest agencies are struggling to keep up as their customers turn to newer, faster and cheaper data sources. Now we are on the edge of yet another market shift. Now is the time for us to reassert ourselves as the rudder of the brands we love. Thank you for tuning in to the Happy Market Research Podcast where we are charting the path for the future of market researchers and businesses. Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. Today my guest is Sima Vasa, founder of Paradigm Sample, Chairperson of SampleCon, and founder of Infinity Squared Ventures. Additionally, Sima has recently started Data Gurus, a leading market research podcast. Sima, thanks very much for being on the Happy Market Research Podcast.
[01:37]
Thank you for having me. I’m excited to be here.
[01:40]
It’s an honor to have a fellow podcaster participating. Podcasting, as I found out once I embarked on this journey in August of this year, is not widely known about in the market research space. Has that been something you found with your journey?
[02:00]
Yeah, definitely. It’s funny I started it probably about a year ago around about, and early days I remember when I launched, it was kind of like “Oh, that sounds a little crazy. Why are you doing that?” And now as people like yourself and other people have entered the market, it feels like people... It’s getting some more traction. And I think there’s a lot of podcasting going on outside of market research. That influences the acceptability in our industry as well.
[02:31]
Yeah, totally. How long have you been consuming podcasts?
[02:35]
Probably, to be honest, I consume podcasts so much more after I started Data Gurus.
Prior to that, I was probably listening to the NPR podcast – you know casually, not on a regular basis.
[02:49]
Yeah, totally. For me, it was a transition from audiobooks into consumption of podcasts, which just gave me a much higher targeted set of content. Yeah, which I loved and still do actually. It’s kind of a fun journey. Well, anyway, why don’t you tell us a little bit about your background: your parents, how that has impacted your career into market research.
[03:15]
So, my parents are first generation from India here. They came here when I wasn’t even born. I was born here. And they really had the traditional immigrant kind of values and affects in terms of working really, really hard, prioritizing education and the responsibilities of family and duty. I think all of that feeds into who I am today. But I also had a sudden tragedy very early on in my life with my parents, in that my dad died when I was very young. So I had to get out there and work at such a young age to kind of help support the family.
[03:55]
If you don’t mind sharing about what age was that where you started contributing to the family’s livelihood.
[04:02]
About 13.
[04:04]
Do you think that that... you know the entrepreneurial spirit sort of was bred in you at that point in time? When did you decide that you’re comfortable stepping out and starting a company?
[04:17]
Yeah, definitely, I think the seeds were planted at that time, just given the circumstances that we were left with. I kind of in my own mind said, “Gosh, I never want to be in this place again.” I watched my dad struggle to keep jobs in large corporations. And after he passed away, my mom really didn’t have an income.
Today, my guest, Baillie Buchanan, is the Co-Founder and CRO of Research For Good, an online sample company with a mission to provide reliable, high-quality respondents for market research while at the same time ending childhood deaths from hunger and malnutrition globally.
FIND BAILLIE ONLINE:
LinkedIn: https://www.linkedin.com/in/bailliebuchanan
FIND US ONLINE:
www.happymr.com
Social Media: @happymrxp
[00:55]
Over the last decade the market research industry has been disrupted. Our largest agencies are struggling to keep up as their customers turn to newer, faster and cheaper data sources. Now we are on the edge of yet another market shift. Now is the time for us to reassert ourselves as the rudder of the brands we love. Thank you for tuning in to the Happy Market Research Podcast where we are charting the path for the future of market researchers and businesses. Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. Today my guest is Baillie Buchanan, CRO of Research for Good. Research for Good is a sample and fieldworks solutions provider dedicated to delivering high quality data in 13 countries. They’re unique in the industry in that they also make a corporate donation to charities for every survey that is completed. Prior to founding Research for Good, Baillie has spent over a decade in the marketing research industry. Baillie, thanks very much for being on the Happy Market Research podcast today.
[01:56]
Thanks so much for having me, Jamin.
[01:58]
You know our signature question is tell us what your parents did and how that’s affected your career.
[02:04]
I love this question. I had to do a little bit of self-reflection. It made me think. So, my parents both grew up and started their careers outside of the U.S. My mom is from Scotland and worked as part of the administrative staff at NATO headquarters in Belgium before meeting my dad and moving with my father to Canada and then eventually to the U.S. where she finished her career working for travel agencies focused on international travel. And my dad’s career started in Canada. He specialized in international finance throughout his career, met my mom in Belgium, moved several more times, including all of us as a family moved to Holland for a year when I was a child. And then we finally settled in Seattle, and he finished his career in treasury for the Savers, also known as Value Village Organization. Interestingly, that company is a for-profit organization, working as a fund-raising engine for non-profits, which is a business philosophy not unlike that which I’m running now. So, looking back, I can say certainly having a two-career, parent household had a lot of impact on me as well as moving a few times, especially internationally. And their guidance, it really led me to become quite independent at an early age, learn how to be adaptable to new situations and new people, which I think drives a real desire to understand people and really an almost perverse compulsion to push myself outside of my comfort zone. I just can’t stop doing it. [laughs]
[03:45]
I love that. And there’s a lot to unpack here. The 13 countries that you’re currently serving... It sounds like, given your background of starting outside of the U.S., and then really mom NATO, coming in from Canada, etc.... All of that helped inform probably a global view as opposed to more of a national U.S., North America centric, or U.K. centric or wherever most of us have spent our early years.
[04:16]
Yeah, absolutely, it has really colored my perception. We traveled a lot when I was young as well, having family that lives in countries outside of the U.S. It does definitely color the lens by which you look at both what’s happening here domestically and what’s happening outside of our borders.
[04:36]
So, is part of that lens the discrepancy in the quality of life based on geography?
[04:45]
Yeah, that’s a good question.
Today, my guest, John Papadakis, is the Founder and CEO of Pollfish, Inc. Pollfish is a platform that provides brands a revolutionary way to learn, communicate and interact with existing and prospective customers.
FIND JOHN ONLINE:
https://www.pollfish.com/ LinkedIn: https://www.linkedin.com/in/papadakisjohn/
FIND US ONLINE:
www.happymr.com
Facebook: https://www.facebook.com/pg/happymrxp
Twitter: @happymrxp
Instagram: @happymrxp
LinkedIn: https://www.linkedin.com/company/happymarketresearch/
[00:01:08]
Over the last decade the market research industry has been disrupted. Our largest agencies are struggling to keep up as their customers turn to newer, faster and cheaper data sources. Now we are on the edge of yet another major market shift. Now is the time for us to reassert ourselves as the rudder of the brands we love. Thank you for tuning in to the Happy Market Research Podcast where we are charting the path for the future of market researchers and businesses.
You’re listening to the Happy Market Research Podcast. Today my guest is John Papadakis, CEO and founder of Pollfish. Pollfish is a survey platform with a unique approach to sampling, designed to improve data quality and speed to insights. Prior to founding Pollfish, John had worked in technology, developing a platform that made building Android apps easy. John, thank you very much for being on the Happy Market Research Podcast today.
[00:02:01]
Thank you so much for your time, and for inviting me.
[00:02:04]
I’d like to start out with this marquee question of ours: Tell us a little bit about your parents and how they have affected your career.
[00:02:12]
First, some background: I’m Greek. I was born in Athens, Greece, and then moved to Germany until I was five years old, and then ended up in a small town one hour away from Athens. Both of my parents are retired now, but they were elementary school teachers. So for the first three years of elementary school, they happened to be my teachers as well. Twenty years ago, being a teacher in a small town in Greece was a really respectful role for the local community. So I grew up in an environment where my parents were very respected by the community, and the other way around. Especially my father was very diligent: he would not have any task undone; he was a very responsible person, and still is. So one of the key things I take away from my parents is “being diligent” and “being consistent”. The other thing is that my father was also leading the school, so he was running a small business. I didn’t understand that at the time; but now seeing back—his having a proper P&L, and having employees—maybe some of that background was passed on to me. The most important one is that they were teachers, so one of their main responsibilities was to understand their kids. So I had infinite moral and financial support from them to follow my crazy dreams. Maybe that’s one of the most important things. But I’ll tell you what: there was one thing that I didn’t learn from them, and that was teaching. I’m notoriously bad at teaching, especially people who don’t want to be taught. So I had some takeaways while some others, things and perks, didn’t pass on.
[00:04:18]
Things sometimes didn’t stick. I think all of us have some of those good and bad characteristics, thankfully, that maybe we didn’t carry over from our childhood. So “supportive”—it seems that was a central theme with your parents. We’re going to get into the details in a minute, but you’ve had a background of entrepreneurship. With respect to your father: Was he a principal? Did he start the school?
[00:04:55]
He was a principal. He was leading the school in the very last years of his career.
[00:05:02]
Interesting. Then what brought you out of Greece?
[00:05:08]
I only recently flew out for the first time to follow my dreams and my career. And that was Pollfish. I flew out of the Greece the second year that Pollfish was founded. Until then,
Today, my guest is KaRene Smith, the owner of Shine Insight. Founded this year, Shine Insight was created to address the challenges corporate researchers face today by offering an alternative to the traditional market research agency model of operating, scaling, and delivering results. Prior to joining Shine Insight, KaRene has worked in marketing and account leadership for some of the world’s top agencies, including Directions Research, Kantar, and Burke. FIND KARENE ONLINE: https://www.shine-insight.com/ Twitter: @ShineyInsights LinkedIn:https://www.linkedin.com/in/karenehsmith/ FIND US ONLINE: www.happymr.com Facebook: https://www.facebook.com/pg/happymrxp Twitter: @happymrxp Instagram: @happymrxp LinkedIn: https://www.linkedin.com/company/happymarketresearch/
[00:44] Over the last decade the market research industry has been disrupted. Our largest agencies are struggling to keep up as their customers turn to newer, faster and cheaper data sources. Now we are on the edge of yet another major market shift. Now is the time for us to reassert ourselves as the rudder of the brands we love. Thank you for tuning in to the Happy Market Research Podcast where we are charting the path for the future of market researchers and businesses. Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. Today my guest is KaRene Smith, the owner of Shine Insight. Founded this year, Shine Insight was created to address the challenges corporate researchers face by offering an alternative to the traditional market research agency model, operating, scaling and delivering results. Prior to founding Shine Insight, KaRene has worked in marketing and account leadership for some of the world’s top agencies including Directions Research, Kantar and Burke. KaRene, thank you very much for being on the Happy Market Research Podcast today. [1:37] Thank you Jamin, and I am excited to be here. I am a very much “Happy Market Researcher”! [1:43] Ha! Hey! That makes two of us. I am quite a few years in the space, and I am excited about jumping in with you today, listening to your narrative of working with some of the... actually, the largest brands in our space. So let’s start with your story. How did you wind up in market research? [2:02] That is always a great question. I love asking that question to people too because I am one of those typical people that sort of fell into it accidentally. I was actually an Art major to start college. I was on a full Art scholarship but I also had a love for mathematics and writing –one of those weird right and left brain people. So I thought for sure I was going to be an artist or something very much to do with the arts. But after about a year, I had decided that I really missed very much writing and math and all the more pursuits that were, you know, much more solid and concrete, and black and white sort of things. So actually I left Art and switched majors to Research Psychology. And I love the idea of just trying to figure out what makes people tick in certain situations, and I definitely fell in love with statistics. And I was all sad… and I did not know that market research was a field. I was all set to start my PHD in Industrial Organizational Psychology at the University of Akron, and a friend of mine told me about Burke Marketing Research. I interviewed for an analyst position, and I have been hooked ever since. I absolutely love working on projects and just figuring out what that “aha” is and anything about my journey is that I also love visualizing… the insights. So that’s sort of it in a nutshell. But I have had a pretty unique career. I have been in analytics and operations as well as the marketing side of research. [3:25] So statistics! That’s interesting that was your anchor point into it. [3:33] Ha! [3:34] I kind of get it why but can you elaborate on your connection with statistics? [3:39] I have always been very curious, and I love answers to problems.
Today, my guest is Rudy Nadilo, President of Dapresy. Dapresy partners with today’s top companies to help them create state-of-the-art InfoGraphics that brings your data to life. Prior to working at Dapresy, Rudy has had extensive experience at some of today’s top marketing research agencies. FIND RUDY ONLINE: https://www.dapresy.com/ Twitter: @rudynadilo LinkedIn: https://www.linkedin.com/in/rudy-nadilo-291192/ FIND US ONLINE: www.happymr.com Facebook: https://www.facebook.com/pg/happymrxp Twitter: @happymrxp Instagram: @happymrxp LinkedIn: https://www.linkedin.com/company/happymarketresearch/
[00:47] Over the last decade the market research industry has been disrupted. Our largest agencies are struggling to keep up as their customers turn to newer, faster and cheaper data sources. Now we are on the edge of yet another major market shift. Now is the time for us to reassert ourselves as the rudder of the brands we love. Thank you for tuning in to the Happy Market Research Podcast where we are charting the path for the future of market researchers and businesses. Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. Today my guest is Rudy Nadilo, President of Dapresy. Dapresy is partners with today’s top companies to help them create state-of-the-art infographics that brings your data to life. Prior to working at Dapresy, Rudy has had extensive experience in some of today’s top marketing research agencies. Rudy, thanks very much for being on the show today. [01:36] Jamin, it’s a pleasure to be here. Thank you. [01:39] Like to start out with kind of the backstory of how you entered market research. Talk to us a little bit about your parents and how they have impacted you where you are today. [01:51] Well, my parents had nothing to do with my entering market research. And, truth be told, I have a Bachelor’s in Fine Arts degree in photography for my undergrad. I really was going to go on a different direction. I thought I’d be a Life magazine photographer. Then quickly realized after spending a stint in L.A. my early years that it was a little tougher than I thought. But from a parents’ standpoint, my father was the typical 50s, 60s dad. He worked for Seagram’s, the liquor company, for 35 years. And my mother was a housewife who had a part-time job. And, you know, very typical... We lived in a Long Island tract house – not Levittown, but pretty close to it. I just think that, growing up, I just had a lot of challenges and things that I wanted to do more. And I knew that I was not growing up in an environment where across from where I lived on the other side of Long Island Sound was all the people who were in lower Fairfield County, Connecticut. And I had started out in advertising and just like was shocked about this whole different world of people, who were privileged and went to prep schools and stuff. So that kind of gave me this high motivation just to do better and do well. So, I kind of answered more than your question was. But that’s what got me going and getting into this career. [03:36] First of all, I love the fact that you have a diverse background. We did a separate interview recently, and the gentleman was talking, Clint, was talking about how you can draw stronger perspectives the more diverse the background of the individual as well as the team. [03:54] Oh, absolutely. [03:56] So, I mean photography… [03:58] Well, I was in photography, and then I went to L.A. to live with my sister for about a year. And then I wound up going back to Northwestern to get my degree in advertising from the Medill School back in the day when they had a dedicated advertising program and wound up graduating there and had like fifteen plus offers from all the agencies that I applied to. So, it went to from a barely C student in high school to an A+ student at Northwestern. Getting into these advertising degrees. So, I always felt in life if you’re really interested and motivate...
Today, my guest is Tim Peacock, COO at Affectiva. Affectiva is a spin off from MIT and is the pioneer of Emotion AI.
Prior to joining Affectiva, Tim has had deep experience in all areas of technology.
FIND TIM ONLINE:
https://www.affectiva.com/
LinkedIn: https://www.linkedin.com/in/tim-peacock/
FIND US ONLINE:
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Facebook: https://www.facebook.com/pg/happymrxp
Twitter: @happymrxp Instagram: @happymrxp
LinkedIn: https://www.linkedin.com/company/happymarketresearch/
[00:46]
Over the last decade the market research industry has been disrupted. Our largest agencies are struggling to keep up as their customers turn to newer, faster and cheaper data sources. Now we are on the edge of yet another market shift. Now is the time for us to reassert ourselves as the rudder of the brands we love. Thank you for tuning in to the Happy Market Research Podcast where we are charting the path for the future of market researchers and businesses. Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. Today my guest is Tim Peacock, COO of Affectiva. Affectiva spun out of MIT and is the pioneer of emotion AI. Prior to joining Affectiva, Tim has had extensive experience in all areas of technology from startups to large organizations. Tim, thanks very much for being on the Happy Market Research podcast today.
[01:35]
Hi, great to be here.
[01:37]
So, maybe you could start out telling us a little bit about your parents, how they’ve impacted you in your current career.
[01:46]
Sure, I’d be happy to. It’s going to take us back a little ways. My parents were born in England, and I’m English myself. My dad’s career relates to how I find myself in the United States. Dad was a hardware architect for IBM back in the somewhat the early days of business computing. And he was working on a large project called System 360, which had the novel idea that software programs should be able to run on all different models of computers. While working of that, which was really a major project in the United States, he was transferred over to New York and that’s how we came to this country. I think what I got from my dad was a sort of an engineering perspective into solving problems and looking at things, framing everything as a problem that needs to be solved. Thus, my interest in software engineering. It was much later actually that I discovered that he knew Fred Brooks very well. And Fred Brooks, for your older listeners, wrote the seminal text on software project management called The Mythical Man-Month. So I found it interesting that I had a connection to Fred Brooks like that. My mom was very different: my mom was an executive secretary in New York City for many years, working for various presidents of companies, including Viacom just before Sumner Redstone took over it. And what I really got from her was a feel for operations and how things actually work. So, the presidents of all these very important companies would say, “Oh, you know I can always get you tickets and I can do this and I can do that.” But all that really meant is that they would turn around to someone like my mom who knew how to actually do it. So I think I acquired a fascination in how things actually work and not just how people think they work. And so the combination of that engineering and operations just sort of led my career to where it is today.
[03:43]
I think that the operational consideration of how things get done is so powerful and is oftentimes demeaned inside of the organization. So people will see the CEO – you pick the bigshot in the company – but it’s actually the people that are underneath them that are providing a level of support that are really delivering on those promises. My favorite example of that, personally is... I did an internship, doing mainframe support, back in ’89. [Laughs] Super old, right? This is the vacuum-tube type thing; Wang was the system.
Today, my guest is Gaby Villa, a student from the Patino School of Entrepreneurship. Patino develops entrepreneurial skills through a project-based curriculum.
FIND CULTACKS ONLINE: https://cultacks.com/
Twitter: @cultackss
Instagram: @cultacks
FIND US ONLINE:
www.happymr.com
Facebook: https://www.facebook.com/pg/happymrxp
Twitter: @happymrxp
Instagram: @happymrxp
LinkedIn: https://www.linkedin.com/company/happymarketresearch/
[00:26]
Over the last decade the market research industry has been disrupted. Our largest agencies are struggling to keep up as their customers turn to newer, faster and cheaper data sources. Now we are on the edge of yet another market shift. Now is the time for us to reassert ourselves as the rudder of the brands we love. Thank you for tuning in to the Happy Market Research Podcast where we are charting the path for the future of market researchers and businesses. Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. Today my guest is Gaby Villa, a student at the Patiño School of Entrepreneurship. Patiño developed entrepreneurial skills through a project-based curriculum. Gaby, thank you are much for being on the Happy Market Research podcast today.
[01:10]
Thank you for having me.
[01:11]
It’s an absolute privilege. You are our very first high school student that we've had on the show.
[01:17]
That’s very cool. I’m excited.
[01:19]
[laughter] I am too. I am too. Well maybe you can tell us a little bit about where you've grown up.
[01:25]
Okay, so I grew up on the east side of Fresno in Callowell with my two grandparents and my dad. Both my parents worked at the time, but they were divorced. So I mainly stayed with my grandparents; so I was raised by my grandparents and grew up there, learned Spanish as my first language. As I was going to school, I had to learn English and adjust to all the different standards that they had.
[01:47]
Yeah, no kidding. So, growing up with your grandparents... I spent quite a bit of time with my grandparents growing up too. They had a really small – I want to say – five-acre farm. We did some produce-to- farmers’-market – you know what I mean – like vegetables and whatnot. Saturdays were farmers market for us. Back then, it was fun. Do you guys do anything like that growing up?
[02:09]
Well, my grandpa had his own little garden in the back and a bunch of trees. So we would attend to those, and then we did the cherry auctions as well.
[02:18]
Cherry auctions... That's nice. Now I don't remember. Is there a cherry auction locally?
[02:23]
Yeah, the swap meet. The cherry auctions in Fresno, yeah.
[02:27]
Totally. I forgot about that. That’s years back for me though because I’m old. I remember that now. So, Patiño School of Entrepreneurship, it starts from 10th grade and goes through 12th. Most high schools are 9th through 12th. Where did you go to 9th grade?
[02:42]
I went to actually Hoover High.
[02:44]
Hoover High. Nice. Knights, I think, right? No?
[02:49]
Patriots.
[02:50]
Patriot, patriots. Why the change to Patiño?
[02:54]
Well, I got into a lot of trouble at Hoover. So going from my middle school to Hoover, it wasn’t very challenging because I went to Computech.
[03:04]
Just for clarity for our listeners because most of them aren’t going to have the point of reference. Maybe you could tell us a little bit about Computech.
[03:12]
So Computech was a gate program, a middle school that you had to get accepted into. And they had very high standards. It was all gate programs. It was a very hard school to get into. You had to have like pretty much straight A’s throughout elementary and have like good citizenship and stuff like that. So you had to work hard on your studies going there. And it was very hard. If you ended up with straight A’s at Computech, then you did earn it because the curriculum was hard. There were core classes. And then you had eight classes,
Today, my guest is Jessica Richards the program director for the marketing research program at Michigan State University. Michigan State is one of the top research universities.
FIND JESSICA ONLINE:
https://msu.edu/
Twitter: @MSUSpartanFan77
LinkedIn: https://www.linkedin.com/in/jessica-richards-mba-8b56699a/
FIND US ONLINE:
www.happymr.com
Facebook: https://www.facebook.com/pg/happymrxp
Twitter: @happymrxp
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LinkedIn: https://www.linkedin.com/company/happymarketresearch/
[00:30]
Over the last decade the market research industry has been disrupted. Our largest agencies are struggling to keep up as their customers turn to newer, faster and cheaper data sources. Now we are on the edge of yet another market shift. Now is the time for us to reassert ourselves as the rudder of the brands we love. Thank you for tuning in to the Happy Market Research Podcast where we are charting the path for the future of market researchers and businesses. Hi, I’m Jamin Brazil and you’re listening to the Happy Market Research Podcast. Today my guest is Jessica Richards, the Program Director for the Marketing Research Program at Michigan State University. Michigan State is one of the top market research universities. Jessica, thank you very much for being on the Happy Market Research Podcast today.
[01:13]
Oh, of course, thank you so much for having me. I’m honored to be on the show today.
[01:20]
You’ve got a really interesting background. We’re going to be diving deeply into your experience in the military, journey into market research, and what Michigan State University is doing to help prepare students for today’s top brands. But I wanted to start with this basic question of what do your parents do and how has that impacted your career?
[01:45]
Well, that’s a great question. So, my parents... my father works for General Motors, has for more than 30 years – he’s going close to 35 years now. And my mom was an E.R. nurse for many years over at Sparrow, and she now helps to work with their process improvement. And my parents have been wonderful – basically, guiding lights in my life. My dad is full of what they would call Dadisms, and he has tons of sayings that really have stuck with me since I’ve been a child til now. One that really sticks with me is to “Take a smile with you and bring it home.” And I know that’s such a simple concept, but it’s something that can get you through anything in life, no matter what you’re facing. My mom, you know, she always taught me to be a hard worker and to... and they both told me to focus on my dreams. And I never felt anything other than if I worked very hard and dedicated myself to my goals and what I wanted to accomplish. I truly believed that my potential was unlimited. And a lot of that comes from the way that I was raised and their mindset and truly helping me to believe in myself while growing up and into my adult years.
[03:10]
One of the things I’m hearing repeatedly on this podcast from our guests is that one of their parents or somebody significant to them at an early age installed a tremendous amount of confidence – piggybacking on this word that you used, limitless opportunity, right? It’s the confidence that our guests have had. And when you think about Rogier Verhulst – or just fill in the blank, right? – Laurie at GoDaddy. These are movers and shakers in the market research space. These are the leaders of our industry. It’s so important that parents or those people who are thinking about having kids at some point, understand that’s a core benefit that will stick, probably more important than education or any sort of material investment that we wind up making in our kids. It’s just this fundamental empowerment that “You can do it.” And the other thing I want to talk about really briefly is this idea of “Take a smile with you home.” (I think I misquoted it, right?) What was it?
[04:20]
“Take a smile with you and bring it home.”
Today, my guest is Ricardo Alvarez. For the past 10 years, Ricardo has been the Director of Research & Insights at Mastercard and has recently left to pursue a career as a consultant. As a technology company, Mastercard is in the global payments business connecting consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories. Prior to Mastercard, Ricardo has worked on both the brand and agency side gaining extensive experience in the US and Latin America across food, retail, personal care products, digital and financial industries.
FIND RICARDO ONLINE:
LinkedIn: https://www.linkedin.com/in/ricardoalvarezdiaz/
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Twitter: @happymrxp
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LinkedIn: https://www.linkedin.com/company/happymarketresearch/
[00:17]
Over the last decade the market research industry has been disrupted. Our largest agencies are struggling to keep up as their customers turn to newer, faster and cheaper data sources. Now we are on the edge of yet another market shift. Now is the time for us to reassert ourselves as the rudder of the brands we love. Thank you for tuning into the Happy Market Research Podcast where we are charting the path for the future of market researchers and businesses. Hi, I’m Jamin Brazil and you’re listening to the Happy Market Research Podcast. Today my guest is Ricardo Alvarez. For the past ten years Ricardo has been the Director of Research and Insights at MasterCard and has recently left to pursue a career in consulting. As a technology company, MasterCard is in the global payments business, connecting consumers, financial institutes, merchants, governments, and businesses in more than 210 countries. Prior to MasterCard, Ricardo has worked on both the brand and agency side, gaining extensive experience in the U.S. and Latin America across food, retail, personal care products, digital and the financial sectors. Ricardo, thank you very much for being on the Happy Market Research Podcast today.
[01:27]
Thank you, Jamin. And first of all, I want to express my sincere congratulations for this great initiative of yours to make the Happy Market Research Podcast. All of your podcasts will help a lot of market researchers from many generations. So your effort is going to have a great impact in our industry. So, congratulations for that.
[01:50]
Thank you very much. I appreciate the positive impact. It’s been an interesting process over the last two months. We have been gaining – I call them viewers – but listeners, I guess, an audience. And that’s been very exciting. The best, I’d say the highlight for me, has been listening to the brands the professionals such as yourself, who have been on the brand side, identify where the market gaps are and then how the agencies are working hard to understand those opportunities so that they can create solutions that really help brands become more data-driven. It’s been an exciting journey for me personally and for the rest of the team. So, thank you very much for taking the time to be with us today.
[02:47]
Thank you.
[02:51]
So, let’s start way back. Tell us a little bit about your parents and how that has affected your career.
[02:54]
Well, my dad was a journalist. So, since I was a little boy, I learned how to appreciate the opinions of people with regard to social topics. I started to learn more about the interview as a data collection method and as a genre. To me an interview reflects reality, and it is a creative process of discovery. My mom was dedicated to the care of my dad as well as my brothers and sisters. We were six. So we were a big family, and you can imagine that she had a lot of work in the care of all of us. So, I learned from my mom to listen to others and identify the emotional statements versus the rational ones. So, from my dad I learned the love of journalism and the genre of interview...
Today, my guest is Dave Carruthers, Founder and CEO of Voxpopme. Voxpopme is a platform optimizes and automates insights gained from video. Prior to founding Voxpopme, Dave had worked extensively in tech dating back to 2001. FIND DAVE ONLINE: Twitter: @DaveCarruthers LinkedIn: https://www.linkedin.com/in/davecarruthers/ FIND US ONLINE: www.happymr.com Facebook: https://www.facebook.com/pg/happymrxp Twitter: @happymrxp Instagram: @happymrxp LinkedIn: https://www.linkedin.com/company/happymarketresearch/
[00:00:00]Here is what you can look forward to in today's episode.[00:00:03]I think this has been talked about in the podcast a number of times how difficult change is to implement and drive within the industry. There's lots of reasons behind that, the status quo, and professional risk, and what if it doesn't work? And as an industry we're not, we tend to be typically risk-averse. It was tough in the early days for sure – [00:00:30]Over the last decade, the market research industry has been disrupted. Our largest agencies are struggling to keep up as their customers turn to newer, faster, and cheaper data sources. Now, we are on the edge of yet another major market shift. Now is the time for us to reassert ourselves as the rudder of the brands we love. Thank you for tuning in to the Happy Market Research Podcast where we are charting the path for the future of market researchers and businesses. Hi, I'm Jamin Brazil and you're listening to the Happy Market Research Podcast. Today my guest is Dave Carruthers, Founder and CEO of Voxpopme. Voxpopme is a platform that is optimized and automates insights gained from video. Prior to founding Voxpopme, Dave has worked extensively in tech dating back to 2001. Dave, thank you very much for being on the Happy Market Research Podcast today.[00:01:20]Thanks, Jamin. Looking forward to the next half hour for sure.[00:01:24]So one of our core questions and it's driven by the audiences' interest is how did your parents wind up impacting who you are today and ultimately the success that you have had with Voxpopme?[00:01:40]I guess everything starts with our parents, our upbringing, our values. And it's a bit weird because in my family no one else was really entrepreneurial, was within business. But even as a young kid I was always setting up these business, whether it was washing people's cars in the neighborhood. Or setting up a magazine, and these kinds of different things. I was always looking at ways to make money. I think the biggest impact, in terms of career-wise, was probably my father. He was a computer programmer, so that definitely got me interested in technology from an early age. I remember seven years old, getting a Commodore 64, which dates me somewhat, as a Christmas present and learning to write these basic programs on that device. And tango to 20-20 run and all of this stuff. And it really started my obsession with technology and what was possible. So from an early age, I would say that that influence there was massive for me.[00:02:56]Commodore 64, so that was actually my dream device growing up. My parents wouldn't support me for it though, unfortunately, because we went with the early adopter of Atari 2600.[00:03:09]Atari 2600, yeah, it was great. I just remember playing Football Manager on there and we had this army assault game. The amount of joysticks we went through because they were, you had to shake it left and right to run faster, and they weren't particularly robust back in those days, the 27 minutes for the game to load as you put the tape in and stuff. It's amazing to see where we have come now to VR and these immersive games we've got, and incredible really.[00:03:43]And then you have this whole, you can actually make a living streaming nowadays. So talk about a complete divergent path that I am massively envious of.[00:03:55]Yeah. I think there's a famous cartoon about how you could make money playing computer games and it was satirical back in the '90s,
Today, my guest is Frederic-Charles Petit, CEO and Founder of Toluna. Toluna connects businesses with consumers to deliver real-time insights.
Under his leadership, Toluna has had a successful and storied legacy playing a key role in the market research space.
FIND FREDERIC ONLINE:
Twitter: @TolunaGroup
LinkedIn: https://www.linkedin.com/in/frederic-charles-petit-6ab967/
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www.happymr.com
Facebook: https://www.facebook.com/pg/happymrxp
Twitter: @happymrxp Instagram: @happymrxp
LinkedIn: https://www.linkedin.com/company/happymarketresearch/
[00:00:00]
Here’s what you can look forward to in today’s episode.
[00:00:03]
You know I think that we have to recognize that companies have cycles and so if I look at the current cycle, I think that where we are right now is [INAUDIBLE] a decision that we made four or five years ago. And the decisions were very - I mean, looking back, very simple but you know at the time they were quit bold.
[00:00:30]
Over the last decade the market research industry has been disrupted, our largest agencies are struggling to keep up as their customers turn to newer, faster and cheaper data sources, now we are on the edge of yet another market shift. Now is the time for us to reassert ourselves as the rudder of the brands we love. Thank you for tuning in to the Happy Market Research Podcast where we are charting the path for the future of market researchers and businesses. Hi, I’m Jamin Brazil and you’re listening to the Happy Market Research Podcast, today my guest is Frederic-Charles Petit, CEO and founder of Toluna, Toluna connects businesses with consumers to deliver real time insights. Under his leadership Toluna has had a successful and stories legacy, playing a key role in the market research space. Frederic, thank you very much for being on the Happy Market Research Podcast.
[00:01:21]
Thank you for inviting me, I’m thrilled.
[00:01:23]
So what did you parents do and how did that affect your career?
[00:01:27]
Yes, I think that’s a very good question, actually because my father which is a role model for me, was an entrepreneur, and across his career he had to change business, move countries, and I think I always looked at him as a very hard working person, always working hard and trying to show the example but also very low profile in terms of his talent or his authority or his interaction with people and I think that influenced me into wanting to build a business, and I think that’s the role model, clearly, and I saw the same with my mother, she was not working, but she was a very hard working person as well and she still is actually.
[00:02:28]
The subject of humility is interesting especially from contrasting the earlier generations to modern generation, there’s a lot of self promotion going on in social media now, myself included, I guess, how do you think the tension, or where is the tension between humility and at the same time talking about your whatever it is that you’re doing in order to promote your brand, your products and ultimately yourself, so that you can have a successful, modern career?
[00:03:02]
It’s a good question, I think that you can still be humble, the low profile for me is being humble, and you know having this mentality of a challenger, by that, I mean that the minute you believe that you are a leader and therefore you should have the status of a leader which I don’t know anyone who would think like that. I think you’ve already lost the envy, the traction, the appetite for growing and for change and I think being humble and passionate, I think these are tools that can follow you during all your career and you can still be humble and be proud of what you’ve achieved but I think that there is a fine line and clearly times have changed, but you can still be – try to accommodate the two.
[00:03:58]
Tell us about your transition from your early career in law to a start up of Toluna?
[00:04:06]
So yes,
Today, my guest is Ray Fischer, CEO of Aha! Online. Aha! Online offers a full range of services and technology to conduct your research project – do it yourself or let their experts do it for you.
Prior to founding Aha! Online, Ray Fischer has been working and leading in the market research space for over three decades!
FIND RAY ONLINE:
Twitter: @rayfischer3
LinkedIn: https://www.linkedin.com/in/raymondjfischer3/
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www.happymr.com
Facebook: https://www.facebook.com/pg/happymrxp
Twitter: @happymrxp
Instagram: @happymrxp
LinkedIn: https://www.linkedin.com/company/happymarketresearch/
[00:00:00]
Here’s what you can look forward to in today’s episode.
[00:00:03]
You know I think that we have to recognize that companies have cycles and so if I look at the current cycle, I think that where we are right now is [INAUDIBLE] a decision that we made four or five years ago. And the decisions were very - I mean, looking back, very simple but you know at the time they were quit bold.
[00:00:30]
Over the last decade the market research industry has been disrupted, our largest agencies are struggling to keep up as their customers turn to newer, faster and cheaper data sources, now we are on the edge of yet another market shift. Now is the time for us to reassert ourselves as the rudder of the brands we love. Thank you for tuning in to the Happy Market Research Podcast where we are charting the path for the future of market researchers and businesses. Hi, I’m Jamin Brazil and you’re listening to the Happy Market Research Podcast, today my guest is Frederic-Charles Petit, CEO and founder of Toluna, Toluna connects businesses with consumers to deliver real time insights. Under his leadership Toluna has had a successful and stories legacy, playing a key role in the market research space. Frederic, thank you very much for being on the Happy Market Research Podcast.
[00:01:21]
Thank you for inviting me, I’m thrilled.
[00:01:23]
So what did you parents do and how did that affect your career?
[00:01:27]
Yes, I think that’s a very good question, actually because my father which is a role model for me, was an entrepreneur, and across his career he had to change business, move countries, and I think I always looked at him as a very hard working person, always working hard and trying to show the example but also very low profile in terms of his talent or his authority or his interaction with people and I think that influenced me into wanting to build a business, and I think that’s the role model, clearly, and I saw the same with my mother, she was not working, but she was a very hard working person as well and she still is actually.
[00:02:28]
The subject of humility is interesting especially from contrasting the earlier generations to modern generation, there’s a lot of self promotion going on in social media now, myself included, I guess, how do you think the tension, or where is the tension between humility and at the same time talking about your whatever it is that you’re doing in order to promote your brand, your products and ultimately yourself, so that you can have a successful, modern career?
[00:03:02]
It’s a good question, I think that you can still be humble, the low profile for me is being humble, and you know having this mentality of a challenger, by that, I mean that the minute you believe that you are a leader and therefore you should have the status of a leader which I don’t know anyone who would think like that. I think you’ve already lost the envy, the traction, the appetite for growing and for change and I think being humble and passionate, I think these are tools that can follow you during all your career and you can still be humble and be proud of what you’ve achieved but I think that there is a fine line and clearly times have changed, but you can still be – try to accommodate the two.
[00:03:58]
Tell us about your transition from your early career in law to a start up of Toluna?
Today, my guest is Lori Iventosch-James, Senior Director of Customer and Market Research at GoDaddy. GoDaddy is the largest registrar of internet domain names and offers a full range of tools to help you build your online presence. Prior to working at GoDaddy, Lori has been a leader at top market research firms and technology companies. Additionally, she is a Ph.d candidate in Educational Psychology, specializing in Quantitative Methods at UC Berkeley. FIND LORI ONLINE: www.godaddy.com/ LinkedIn: https://www.linkedin.com/in/loriiventoschjames/ FIND US ONLINE: www.happymr.com Facebook: https://www.facebook.com/pg/happymrxp Twitter: @happymrxp Instagram: @happymrxp LinkedIn: https://www.linkedin.com/company/happymarketresearch/
[00:00:00] Hi, I'm Jamin Brazil and you're listening to the Happy Market Research podcast. Today my guest is Lori Iventosch-James, senior director of customer and market research at GoDaddy. GoDaddy is the largest registrar of internet domains and offers a full range of tools to help you build your online presence. Prior to working at GoDaddy, Lori has been a leader at top market research firms and technology companies. Additionally she is a Ph. D. candidate in educational psychology specializing in quantitative methods at UC Berkeley. Lori, thank you very much for being on the Happy Market Research podcast today. [00:00:36] I’m happy to be here. [00:00:38] We’d like to start out with a little bit of a background on even before your career. Tell us about your parents and how they have affected who you are today. [00:00:49] Absolutely. My father was a small business owner. He owned a small variety store in Montclair, California. Not too far from here. And I worked at his store a number of summers when I was a teenager. And I always enjoyed it. But overall I developed a deep appreciation of small business by observing my father and how hard he worked. And how much pleasure he got out of his store, his employees and also just the whole local community. His store Freeway Variety, it was called, was just super super popular. And it's funny because I was contacted by a group who have a Facebook page called Forgotten Montclair. And they have a whole bunch of posts all about Freeway Variety, reminiscing about it. And the candy counter et cetera. I'm so just the impact of that small business. And so really in my career I’ve had a variety of roles, but my favorite has been where I get an opportunity to work with small businesses. I just find their passion to be incredibly inspiring. And it certainly is one of the reasons I chose to go to GoDaddy. [00:02:00] GoDaddy has a suite of tools that extend beyond just domain registration. Right? That help aid small businesses. [00:02:08] Yeah, absolutely. And that's what I think, again, is one of the exciting things about being here is while we're best known as a domain registrar certainly in the US but also worldwide. We also offer a whole suite of tools for small businesses to kind of grow their online presence. How they show up online. So it's both websites, if you want to do it yourself or we can build it for you. All sorts of different tools for really growing that, your customer base through email marketing, through online marketing and digital tools. We have email productivity tools and now just more recently, we acquired a company that focuses on social media management. And how all of those different things kind of come together to help those small businesses succeed. [00:02:57] Now having that, I’ll call it early career, right? It’s the pre-college. As a small business owner I'd imagine your father had you in the store fairly regularly and getting that first-hand experience of what it was like to successfully grow and maintain. I imagine that, that perspective helps inform sort of your hypotheses when you're conducting research. [00:03:23] It does. It does. And I think that again just really understanding kind of that mindset.
Today my guest is Zlatko Vucetic, CEO of FocusVision. FocusVision is the only comprehensive research software solution to capture real-time human insights and analytics.
Zlatko took over as CEO of FocusVision in late 2017. Under his leadership, FocusVision has won a prestigious MarTech award for customer management.
FIND ZLATKO ONLINE:
Twitter: @zlatko_vucetic
LinkedIn: https://www.linkedin.com/in/zlatko-vucetic-b328b71/
FIND US ONLINE:
www.happymr.com
Facebook: https://www.facebook.com/pg/happymrxp
Twitter: @happymrxp Instagram: @happymrxp
LinkedIn: https://www.linkedin.com/company/happymarketresearch/
[00:00:00]
Hi. I’m Jamin Brazil and you're listening to the Happy Market Research podcast. Today my guest is Zlatko Vucetic, CEO of FocusVision. FocusVision is the only comprehensive research software solution to capture real-time human insights and analytics. Zlatko took over as CEO of FocusVision in late 2017. Under his leadership FocusVision has won a prestigious MarTech award for customer management. Zlatko, thank you very much for joining me today.
[00:00:29]
Thank you for having me on the show Jamin. I’m delighted to be a part of your show. I’ve been following over the last couple of weeks and it’s been truly amazing to see what type of conversations you're having with various individuals and it’s very, very impressive that you’ve been able to have a good conversation with a lot of the various brands and enterprises out there and their relation to market research. So good work to you guys on getting something like this up very, very quickly.
[00:01:02]
Hey, thank you very much Zlatko. A little bit of a plug for the show, I’m starting to get inbound requests from major brands, most recently MasterCard to be on the show. So it’s actually pretty exciting to see how the value hypothesis is getting proven out here at Happy Market Research, which is the brands’ needs have shifted on the insights. They want to communicate that to the agencies so that agencies can better meet and address those gaps meaning that insights becomes really the rudder of the ship of these business decisions. So it’s an exciting time for me honestly and a hell of a lot of fun.
[00:01:44]
So you're basically the Henry Kissinger of market research industry.
[00:01:49]
I hadn’t thought of it like that but there you go.
[00:01:54]
That’s good. Somebody has to be in the middle and translate the both parts as one and that’s not an easy task.
[00:02:00]
Zlatko and I, just for the audience’s benefit have a long-standing history of working together for the better part of gosh over two years. We were introduced originally in London about two and a half years ago and I absolutely fell in love with his work ethic and intelligence. He absolutely blew me away from a production or productivity perspective working with me when I was the CEO of FocusVision. And when I recognized that that role was not a good fit for me, I worked hard alongside him and the rest of the board in order to make sure that there was a smooth transition of leadership, which he assumed that CEO mantle very effectively. So I wanted to just kind of give that preface to the show so that people understood one, where we’ve come from; and then two, gosh I was in New York was it last week or the week before and we had dinner. Thank you very much by the way for buying. I do appreciate that.
[00:03:01]
Yes, of course. And thank you for clarifying that. A lot of people in the industry get a little bit surprised when I tell them that I spoke to Jamin or I met Jamin. That’s still a funny thing to experience but as you said it yourself, yeah, I think it was amazing working with Jamin at FocusVision. It was definitely a different experience for me understanding not only the entrepreneurship that Jamin had but also the innovation and really understanding the passion behind building a good product that he built over the last decade. So it was a very,
Today, my guest is Clint Taylor, Senior VP & Strategic Technologist at Sentient Decision Science as well as the inventor of Sentient Prime. Sentient Decision Science specializes in behavioral data. Sentient embeds implicit experiments in surveys to reveal the subconscious associations with brands. Prior to Sentient Decision Science, Clint has founded a company and has worked in research and technology.
FIND CLINT ONLINE:
http://www.sentientdecisionscience.com/
Twitter: @ClintTaylor
LinkedIn: https://www.linkedin.com/in/theclint/
FIND US ONLINE:
www.happymr.com
Facebook: https://www.facebook.com/pg/happymrxp
Twitter: @happymrxp
Instagram: @happymrxp
LinkedIn: https://www.linkedin.com/company/happymarketresearch/
[00:00:00]
Hi, I'm Jamin Brazil, and you're listening to the Happy Market Research podcast. Today my guest is Clint Taylor, senior VP and strategic technologist at Sentient Decision Science. He's also the inventor of Sentient Prime. Sentient Decision Science specializes in behavioral data. Sentient embeds implicit experiments and surveys to reveal the subconscious associations with brands. Prior to Sentient, Clint founded a company and has worked in research and technology for over a decade. Clint, thanks very much for being on the podcast.
[00:00:33]
Oh, thanks, Jamin. It's awesome to be here. Really happy to be talking with you.
[00:00:36]
It's neat. I was going through your bio. 2001 I think is when you started, about when you started your career, at least documenting it. What did your parents do and how did that affect your career?
[00:00:49]
You know how much I love this topic right here? I mean I think it's so underrated, how someone's roots really form a career path. I gotta say that first of all, but it's super important. My mom, she was a hairdresser by trade. Also broke her back to take care of us kids, my sister and I. She's, I mean she's super empathic and she's absolutely my hero, my mom. My dad, he is, he's a brilliant hands-on engineer. He worked for the Portsmouth Naval Shipyard. He worked all over the country, all over the world. And he can't even tell me what he does. It's really funny. It's like he said he works on, he worked on nuclear power submarines. That's all he can tell me. So that's the fun about the degree to which he was working on those. I guess he can tell me but they'd have to kill me after that. So, well, we have a really independent family, and so it's like I have the empathic side of me and the engineering side of me. And being from an independent family, it really drove me to seek validation, seek approval in everything that I did, whether it was sports, and career wise and school wise. And so it really helped my career just by always pushing myself. I would work overnights while I was in college and shortly thereafter. My friends always made me fun at me because I would come in at three a.m. and I'd leave at six a.m. to go back to work. So it always drove me, just that independent spirit, and then having the love of the family, the empathic side and the engineering side that gave me just sort of the ability, the confidence to be able to do all the public work that I did.
[00:02:37]
I mean diving in a little bit here. Do you think the love from one parent and then the overachieving side, I mean your dad who's working in nuclear submarines is kind of a big deal. That had a lot to do with you mentioned empathy being a key part and it moving you into market research. Did that have a lot to do with your research and your drive?
[00:03:02]
It totally did. I mean even before I got into market research or anything that was remotely psychology based, I was reading about psychology. I'm reading about child psychology, really trying to be introspective, learning how I operate, learning, self-discovery, self-development. And so I've always had a recreational interest in it, and so just that nature versus nurture, having that natural instinct to be interested in why thi...
Today, my guest is Dyna Boen, President of Market Research at Survata. Survata offers a technology platform that informs business decisions used by today’s top brands including GameStop, Clorox, Gartner, and Disney. Dyna is a serial entrepreneur who has worked in all aspects of the marketing research space.
FIND DYNA ONLINE:
https://www.survata.com/
Twitter: @DynaBoen1
LinkedIn: https://www.linkedin.com/in/dynaboen/ Survata's Data Quality
FIND US ONLINE:
www.happymr.com
Facebook: https://www.facebook.com/pg/happymrxp
Twitter: @happymrxp
Instagram: @happymrxp
LinkedIn: https://www.linkedin.com/company/happymarketresearch/
[00:00:00]
Hi. I'm Jamin Brazil and you're listening to the Happy Market Research Podcast. Today my guest is Dyna Boen, President of Market Research Survata. Survata offers a technology platform that informs business decisions used by today's top brands, including GameStop, Clorox, Gardner and Disney, my favorite brand of all time. Dyna is a serial entrepreneur who has worked in all aspects of the marketing research space. Dyna, thank you so much for joining me today on Happy Market Research Podcast.
[00:00:30]
Thank you for having me, Jamin. I would say that I'm a Happy Market Researcher.
[00:00:34]
I love it.
[00:00:36]
So very smiley, happy market researcher. So I'm glad to be here.
[00:00:40]
We all are, we all are as long as we're making a payroll. What we found is our audience is really interested about what Survata is doing today, what you specifically – how you are specifically fitting in. But what I'm really digging is the background of what got you here. So could you tell us a little bit about what it is that your parents do and how that's informed what you're doing today?
[00:01:05]
Yes, absolutely. Well, my dad was an auto broker and he was in the car industry. And so, he's a very dynamic sales person. He's your quintessential car guy and I grew up with him owning his own business. SO also an entrepreneur. And so what he did was he bought fleets of rental cars from Hawaii and then sold them as used cars all over the mainland. And so for me, I got to travel with him, which going on a business trip to Hawaii is like how I thought business was done growing up. I'm a little spoiled. I'm looking back and I'm like wow, that was really fortunate. But I would get to travel with my dad when I was on school breaks and sit on business dinners that he was having, and just a lot of it was observing the way he did business in the Pacific Rim and my mom was a teacher and an educator. So my parents were always very supportive of education.
[00:02:07]
The sales side of things that your dad had, that sounds like directly it fed into, obviously, your marketing background. Did he use TV, radio, et cetera or was he more network-based distribution?
[00:02:21]
He was more network-based distribution I would say. We're very similar in that we're very – just social animals, both of us are. We like to talk to people, we like to network, we like to build relationships. And that to me, whether it's Survata or in the market research industry, that's what I enjoy most. We all spend a lot of time at work. My daughter will sometimes call me a workaholic, but it's because I love my job and I want that to be an example to her, that you can be a professional and love what you do, and it's about the people that you spend your time with every day, and life is short and we spend a lot of time at work. So if you can surround yourself by wonderful people and partners, and colleagues that support you and support them, I think that's pretty good life.
[00:03:12]
Yes, no more Mondays. So I was, I had a conversation with John Dumas, entrepreneur on Fire is like one of my aspirational podcasters. Got about a million listeners, million listeners, what I mean by that. He said, "Jamin, every day for me is Saturday." That's right, literally. I woke up this morning early, I couldn't wait to get in the car,
Today, my guest is Kristi Zuhlke, CEO & founder of KnowledgeHound. KnowledgeHound is a search driven analytics platform that enables anyone to find answers and tell stories with their customer survey data.
Prior to KnowledgeHound, Kristi worked on the Tampax and Always brands at Procter and Gamble, as well as developed retail strategy.
FIND KRISTI ONLINE:
Twitter: @zulk10
LinkedIn: https://www.linkedin.com/in/kristizuhlke/ https://www.knowledgehound.com/
FIND US ONLINE:
www.happymr.com
Facebook: https://www.facebook.com/pg/happymrxp
Twitter: @happymrxp
Instagram: @happymrxp
LinkedIn: https://www.linkedin.com/company/happymarketresearch/
[00:00:00]
Hi, I'm Jamin Brazil, and you're listening to the Happy Market Research Podcast. Today my guest is Kristi Zuhlke, CEO and founder of KnowledgeHound. KnowledgeHound is a search-driven analytics platform that enables users to find answers and tell stories with their customer survey data. Prior to KnowledgeHound, Kristi worked on the Tampax and Always brands at Procter & Gamble, as well as developed the retail strategy. Kristi, thank you very much for being on the Happy Market Research Podcast.
[00:00:29]
Thanks. Thanks for having me. I'm excited to be here.
[00:00:31]
I like jumping right into – it's hard for me to postpone the getting to KnowledgeHound piece, but our audience has found it particularly interesting learning about the backgrounds of our guests, and then ultimately what wound up leading them into their current careers.
[00:00:46]
No problem.
[00:00:48]
Would you tell us a little bit about your parents, what they do and how that informed what you're doing today?
[00:00:54]
Sure. So my mother was a part time nurse and full time mother growing up. And at one point she even though retired from nursing and started her own retail, online retail store. It was interesting. She – it was right during the dot-com boom. And so she was always a very cold person, and so she always wanted hats and scarves and mittens. So she created an online retailer that sold warm clothing to women. And of course when that bust happened, that didn't work out, but very entrepreneurial journey for her, and I watched her go through that. And then my father, he grew up on a farm, which is probably one of the most entrepreneurial things you can do. And he really wanted to be a farmer, but his parents said, hey, you know what, we're really poor, and we do not want you to be poor as well, so don't be a farmer. So he instead went and started working for a utility company in Wisconsin, and worked his way up from picking rocks in the field to being the executive that ran their wind energy business, so very entrepreneurial in thinking as well.
[00:02:13]
God, I love that story about both of your parents. As you know, I went through that whole dot-com phase. Started – Jamie [ph] and I started Decipher along with Evan Andreas [ph] in 2000, and then lost 93% of our business in a three hour period during that dot-com bust. So it was a little bit white knuckle ride there for a year. So I respect tremendously what your parents went through. Your dad is super interesting. So coming from humble beginnings, hard work, sounds like it was part of your culture, core values.
[00:02:43]
Yes, absolutely. We always were taught hard work. Also, my dad still owns the farm that he grew up on, and so we still go up to Wisconsin and plant trees and do all kinds of work on the farm as well.
[00:03:01]
How big is the farm?
[00:03:02]
So it's over 400 acres of land, and it – we don't have any animals on it now. We mostly grow trees and make it a place that deer and turkeys and all these things that we want to hunt will come and live, so that we can live off that land.
[00:03:20]
I am an avid – my father's from Arkansas, and so we'll go back once every other year or so and do a bow hunt.
[00:03:26]
Oh, yeah.
[00:03:28]
And I've tried wild turkey a few times. Unfortunately,
Today, my guest is Jake Pryszlak. Based in London, Jake works in the marketing research technology space, has extensive experience in marketing analytics for the sports industry, is an avid-blogger and speaker. We first met 2 months ago on Twitter.
FIND JAKE ONLINE:
http://researchgeek.co.uk/
Twitter: @Jake_pryszlak
LinkedIn: https://www.linkedin.com/in/jacobpryszlak/?originalSubdomain=uk
FIND US ONLINE:
www.happymr.com
Facebook: https://www.facebook.com/pg/happymrxp
Twitter: @happymrxp
Instagram: @happymrxp
LinkedIn: https://www.linkedin.com/company/happymarketresearch/
My guest today is Rogier Verhulst, Director of Market Research at LinkedIn. Launched in 2003, LinkedIn is the dominant social networking platform for today’s professionals with over 500 million members in 200 countries.
Prior to joining LinkedIn, Rogier was a restaurant manager in the Netherlands and has worked at both Research International and Microsoft.
FIND ROGIER ONLINE:
Twitter: @rogier_verhulst
LinkedIn: https://www.linkedin.com/in/rogierverhulst/
FIND US ONLINE:
www.happymr.com
Facebook: https://www.facebook.com/pg/happymrxp
Twitter: @happymrxp Instagram: @happymrxp
LinkedIn: https://www.linkedin.com/company/happymarketresearch/
[00:00:00]
Hi. I’m Jamin Brazil and you're listening to the Happy Market Research podcast. My guest today is Rogier Verhulst, director of market research at LinkedIn. Launched in 2003, LinkedIn is the dominant social networking platform for today’s professionals. With over 500 million members in 200 countries. Prior to joining LinkedIn, Rogier was a restaurant manager in the Netherlands and has worked at both Research International and Microsoft. Rogier, thank you very much for joining me today.
[00:00:26]
Yeah. No. I’m glad to be here. Thanks for having me.
[00:00:29]
So we’re sitting inside of your offices in San Francisco.
[00:00:32]
That’s right.
[00:00:33]
Thank you very much for hosting us today. We’re thrilled to be here. For all of us, it’s a thrill anytime we can come visit a big brand. I’m sure it kind of wears off for you as you walk in but anyway, we spent a good five minutes in front of the LinkedIn signage doing selfies and updating our social media. I know. It’s just that big of a fan boy. One of our signature questions has become centric to where you come from and what has formed your career today? So could you tell us a little bit about your parents, what they did, and how they helped move you to where you are today at LinkedIn?
[00:01:10]
Yeah. So my parents are both in education. They were both teachers. And I think if you think of market research there’s a big aspect to it that has to do with educating, educating your stakeholders on what’s happening in the marketplace and doing research is sort of an academic exercise. So obviously the notion of education is really important to us when we grew up. Some of that probably rubbed off in terms of my curiosity for looking at human behavior, studying human behavior, and translate that into solving problems for the business. So I think not exactly my parent’s didn’t tell me like you should go into market research but I think there was definitely some of that was rubbing off in terms of their emphasis on my education, emphasis on studying, and which inherently is what market research is about.
[00:01:58]
Yeah, I mean market research at a fundamental level is a scientific test. So it’s build a hypothesis, test the hypothesis, and then be objective in terms of the learning so that makes perfect sense. The educational component is a little bit more I guess abstract and what I mean by that is 10, even 20 years ago market research was I think more of a checkbox for companies and now it has moved a lot more into being a driver of decisions. So how does that fit inside of what you're doing right now?
[00:02:32]
Yeah, I think market research – I mean back in the day when I was back in school you didn’t have a formalized degree in market research. If you ask one of my peers most people say they kind of rolled into it. They were either on their path to becoming a PhD or doing something academic but felt like they couldn’t get comfortable with the pace or weren’t quite ready to do publications. And so you see a lot of these people kind of move in market research but very rarely do you hear people say like I was born and from the day that I was born I wanted to be a market researcher. So it’s kind of unusual. Me in my case, I love doing – I always had curiosity and I loved kind of observing humans and studying that...
Today, my guest is Patrick Comer, Founder and CEO at Lucid. Lucid is the first global exchange for market research sample which introduced programmatic buying and selling to the market research industry.
Prior to founding Lucid, Patrick has a decorated career in market research and consulting that spans 2 decades. He lives with his wife and children in New Orleans.
FIND PATRICK ONLINE:
Twitter: @comerpatrick
LinkedIn: https://www.linkedin.com/in/comerpatrick/ https://luc.id/
FIND US ONLINE:
www.happymr.com
Facebook: https://www.facebook.com/pg/happymrxp
Twitter: @happymrxp Instagram: @happymrxp
LinkedIn: https://www.linkedin.com/company/happymarketresearch/
[00:00:00]
Hi, I'm Jamin Brazil, and you're listening to the Happy Market Research Podcast. Today, my guest is Patrick Comer, founder and CEO of Lucid. Lucid is the first global exchange for market research sample which introduced programmatic buying and selling to the market research industry. Prior to founding Lucid, Patrick has a decorated career in marketing research and consulting that spans two decades. He lives with his wife and children in New Orleans. Patrick, thank you very much for being on the podcast today.
[00:00:28]
I am super excited to be here and to support you in this new venture. I've been excited to see what you're going to be up to, and this seems to be the perfect fit, so glad to be here.
[00:00:37]
Ah, thanks very much.
[00:00:39]
Hell yeah. Rock and roll.
[00:00:39]
We all know that our parents and upbringing have an impact on who we are and what we do, varying degrees of course. What did your parents do, and how did that affect your career?
[00:00:49]
So my parents were both priests, which meant that I got to see my father do a sermon every single Sunday, and values and the articulation of those values were important in the household, but also obviously in church every Sunday. And I was reflecting on, what did my parents teach me? What were their core, fundamental lessons that I learned? And I was reflecting on my mother and how she really taught me that it's not really about me, that the things that I do, the success that I've had with Lucid, at the end of the day, it's not about Patrick Comer. I'm not trying to achieve things for me. It's really about influencing and impacting the people around me. I'm really not the most important person in the room, and that's a humbling thing to learn from your mother. And it's really helped me, I think, be a CEO, because my job is to support the people around me, not to be the focal point myself. And I also reflect on my father, and his big lesson for me time and time again was that everyone mattered. I saw him so often spend an incredible amount of personal time with what would be conceivably the least important person in the room. And it was that presence that he had with everyone-helped me treat, quote, important people as human beings, but also the least among us as people of importance and people that need to be spent time with. And so I really look at those two things, that it's not about me and everyone matters, as kind of the bedrock of my core values from my parents.
[00:02:36]
It's interesting how the core values informs really who you are and what you spend your time doing. Entrepreneurship of course, and then one of the interesting things about the company that you started is where you started it, New Orleans. Can you talk to us a little bit about that?
[00:02:51]
I'm just really lucky I moved to New Orleans when I did. People always ask me, did you have some strategic plan of moving to New Orleans and starting a business? And it couldn't be more complex than, I had just gotten married and my wife and I were starting a family. And she's the youngest of 12, and so we decided to have that family be raised among family here in the Big Easy. So we moved three years after Katrina to New Orleans, and I thought that I was just going to connect with and network with the start...
Our guest is Matt Dusig, Co-founder and Managing Director at InnovateMR. InnovateMR is a panel provider which has created the Pegasus Sample Access Platform, allowing users to employ a DIY sampling solution. Prior to starting InnovateMR, Matt has founded and harvested 3 other companies and invested in many others.
In this interview, Matt covers building successful partnerships and teams in entrepreneurship, how he determines investment opportunities that works for him, and the what InnovateMR offers: quality, price, and trusted expertise. In hearing about his background, we learned particularly about staying ahead of the curve in technology and market research.
FIND MATT ONLINE:
http://www.innovatemr.com/
LinkedIn: https://www.linkedin.com/in/mattdusig/
Twitter: @mattdeuce
FIND US ONLINE:
www.happymr.com
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Hi, everyone, I'm Jamin Brazil and you're listening to the Happy Market Research Podcast, today my guest is Matt Dusig, co-founder and managing director at Innovate MR, Innovate MR is a panel provider who has created the Pegasus Sample Access Platform which allows users to employ a DIY sampling solution. Prior to starting innovate MR, Matt has founded and harvested three other companies and has invested in many others. Matt, thanks very much for joining us today.
[00:00:28]
Thanks, Jamin, excited to be here.
[00:00:30]
So what did you parents do and how did that affect your early career?
[00:00:34]
Yeah, that’s a great question, so my dad has always been an entrepreneur all through growing up. He owned various businesses, and I think what I learned from him was mostly from being scrappy, when you’re running your own company you know it’s do or die, you have to be creative, there’s no safety net, and he was just, and is, he’s still alive, is just a super creative person, always looking for solutions to problems, which my wife might tell me I shouldn’t be solving all of her problems, but that’s a whole different story. And I just think that that was a key motivator that he started businesses, and that it was possible to do it, that was what I was going to do also.
[00:01:18]
That’s interesting so you knew you were an entrepreneur very early on in your career?
[00:01:23]
Yeah, I had, in college I had a side business doing graphic design for just companies and clients, and that was how I made extra money.
[00:01:34]
You have a co-founder who has been with you, gosh, since your early days, right, that’s Greg?
[00:01:41]
Yeah.
[00:01:42]
Four companies together. I mean, that’s insane.
[00:01:48]
It’s actually five, it depends on how you’re counting.
[00:01:50]
I’m apparently not counting well enough.
[00:01:50]
There have been some failures in between.
[00:01:53]
Wait, say that again?
[00:01:54]
I said we’ve had some failures in between that we don’t always talk about but there have been five companies and in fact if you go all the way back to college there was a sixth company. So Greg and I, our relationship goes back to being six or seven years old. Our families were friends growing up, on the block, and so we’ve known each other our whole lives. My sister, his brother were friends, and then when he joined the fraternity I was in in college, we became best friends again and then college roommates, and it was in college that we actually started one of our first businesses.
[00:02:31]
What year was that?
[00:02:33]
Now you want me to age myself, OK.
[00:02:37]
Well, yeah, I do want you to age yourself.
[00:02:39]
That was 1989 that we became roommates together. In order to launch the business, we had to promote it, and in promoting it we went down to CompUSA or Circuit City, one of those stores, it had a 30 day return policy and we bought a fax machine, and we used that fax machine to send out promotions to different clients that w...
Today, my guest is Alex Gelman, CEO of mTAB. mTAB has a platform for integrating and analyzing data so that brands make the most informed business decisions. Prior to founding mTAB, Alex worked as business consult at McKinsey and KKR.
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FIND ALEX GELMAN ONLINE:
LinkedIn: https://www.linkedin.com/in/alex-gelman-2373034
Twitter: @Alex_Gelman
mTAB: https://www.mtab.com/
[00:00:00]
Hi. I'm Jamin Brazil, and you're listening to the Happy Market Research Podcast. Today, my guest is Alex Gelman, CEO of mTAB. MTAB has a platform for integrating and analyzing data, so that brands make the most informed business decisions. Prior to founding mTAB, Alex worked as a business consultant at McKinsey and KKR. Alex, thanks very much for being on the podcast.
[00:00:24]
Thank you so much for having me, Jamin. It's great to be here.
[00:00:27]
So I don't think a lot of people in the industry know much about you. I thought it would make sense to maybe look kind of at your early days. Could you tell us a little bit about your parents, and how they affected your career?
[00:00:39]
Sure. So my parents are immigrants from the former Soviet Union. They immigrated to the–to the States, and as good Soviets, they were both engineers by background. In the US, my mom was an engineer at a hospital, a plumbing and HVAC engineer, and at nights and weekends was a real estate agent, and my dad built houses. He had a small construction company where we lived, and with his bare hands and a–and a few workers, did house renovations and built houses with his bare hands.
[00:01:13]
It's interesting–and so the entrepreneur elements of how–sort of your DNA, I guess, clearly started from them as an example.
[00:01:23]
Oh, absolutely. So hard work was always–was very much the immigrant mentality, and very much the American dream. I mean, they came over with nothing, worked hard, and were able to provide my family, my brother and I, a very lovely middle-class life. And so hard work was always drilled into us, and then math. Like very good executives, they had a clear KPI and it was one KPI and that tracked, and that KPI was our math scores. So I was–my brother and I were always pushed to have great math scores. And here's a–here's a–one little anecdote that you will–you'll appreciate. They used to drive around–they used to put me and my brother in the backseat of the car, and drive to not particularly–I grew up in Long Island, right outside of New York City, and they would drive to not particularly nice areas in New York, or not very high-income, and tell us, "Would you like to live here?" And my brother and I would say, "No, no, we don't want to live there," and they'd say, "Well, this is where you live if you don't do well in school." And then they would drive–I'm not making this up–and they would drive then to, you know, the north shore of Long Island past the mansions, and say, "Would you like to live here?" And we would say, "Yes, we want to live there," and they'd say "Well, this is where you live if you do do well in school." And so math and hard work were always drilled into us, and now my brother runs a quantitative hedge fund and I'm the CEO of a data analysis company, so I guess it worked.
[00:02:50]
That's so funny. My best friend is from Romania. His mother moved him and herself here when he was in seventh grade. The culture–he didn't actually speak any English at that particular point in time, and then moving right at that middle school period, which is such an inflection point for, you know, everybody, but, you know, for him, even more so, he has that exact same mentality in terms of his work ethic, and how he has really bootstrapped–like 100% of bootstrapped his life. And, I mean, this year, he's going to make–I can't tell you how much,
In this episode, Alexandra and Jamin breakdown some of the key points of the interview with Ryan Barry, CRO of Zappi. In particular, they cover some pitfalls to avoid in consulting firms, the power of Zappi's company culture, and the opportunity that tech brings to market research as well as the greater responsibility on researchers to bring analysis.
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FIND RYAN BARRY ONLINE:
LinkedIn: https://www.linkedin.com/in/ryan-barry-8354036/
Twitter: @RyanBarry401
Zappi: https://www.zappistore.com/web/
Ryan breaks down how tech is transforming market research. While technology has removed some of what market research held at the center of it's offerings, Ryan shows how tech also presents fertile new grounds for opportunities. With a focus on bringing the industry into the offensive, to take advantage of these new opportunities, Ryan shares a bit about how Zappi is implementing new tech and business models now. He also shares with us a bit about his background and some of the lessons he's learned through his career. FIND US ONLINE: www.happymr.com Facebook: https://www.facebook.com/pg/happymrxp Twitter: @happymrxp Instagram: @happymrxp LinkedIn: https://www.linkedin.com/company/happymarketresearch/ FIND RYAN BARRY ONLINE: LinkedIn: https://www.linkedin.com/in/ryan-barry-8354036/ Twitter: @RyanBarry401 Zappi: https://www.zappistore.com/web/
[00:00:00] Hi. I’m Jamin, and you’re listening to the Happy Market Research podcast. Today I’m joined by Ryan Barry, chief revenue officer of Zappi. Founded in 2013, Zappi partners with leading research companies like Kantar, MMR, and BuzzBack to turn their methodologies into insight products. These products are used by the likes of McDonald’s, Amazon, and Verizon. Prior to joining Zappi, Ryan worked at Lightspeed and has founded a nonprofit that engaged millennials in charity work. Ryan, thank you very much for joining us today. [00:00:30] Thank you so much, Jamin and Alexandra, for having me. It’s my pleasure. [00:00:34] Well, we’re really excited. I have been following your company closely, you know, since your launch in 2013, really since you joined in two-thousand and-I think it was fourteen. But before we get into ZappiStore and the work that’s happening there, I’d love to start with your roots, you know, background in marketing, of course, and then later you graduated with a marketing research degree, your MBA, I think, from the University of Georgia. Why did you choose marketing research? [00:01:02] It’s a good question. So I was a bit of a-I guess you’d call me a late bloomer. So I was raised by two beautiful parents who hustled to make ends meet, so, you know, that’s how I sort of came up. And early in grade school, in middle school, whatever, I was always selling something, I was always marketing something. And I didn’t know that at the time. And I also spent too much time in high school probably having fun, so when I got to college I was a bit of a-you know, what am I going to do. And I started taking these business classes. So I just loved marketing. And, you know, the plan was Madison Avenue, and I’m speaking metaphorically. I thought I was going to go work at a big ad agency and be a planner. And, anyways, right before I graduated university I got an opportunity to design a program for the Market Research Association. So this is a long time ago before the merger, all that fun stuff. And I went to the MRA New England conference, which oddly I was the president of like ten years later, and I fell in love with it. And I met some, you know, early days fairly senior employees at a company called GMI, which was founded in ’98 by Rob Monster, which eventually became Lightspeed. And I decided to join and haven’t looked back since. And I decided to join frankly, Jamin, not because of market research, but because I was able to join this sort of not-quite startup but business that was still figuring it out and at an early age I just got access to do a lot. And then the economy crashed about three weeks after I joined. So then, you know, I was right out of school doing a ton of different work that I had no business or experience doing, but the amount of learning I got in those early years was just unbelievable. And then as I started to grow I realized I work with people and I study people-what a cool place to earn a living. And so now I do consider myself part of the community. I mean, I don’t think I’d ever leave this industry. It’s-I mean,
Kristin Luck, advisor to countless companies and founder of the Luck Collective as well as WIRe, shares her perspective on the industry trends. With a keen eye on marketing research's victories and failures in the past, she diagnoses what we should be keeping our eye on for the future.
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FIND KRISTIN LUCK ONLINE:
LinkedIn: https://www.linkedin.com/in/kristinluck/
Twitter: @kristinluck
The Luck Collective: http://www.luckcollective.com/
WIRe: https://www.womeninresearch.org/
Hi everyone! Alexandra here. I wanted to give a little shoutout to our partner podcast, MRx News, as well as let you know that there are always lots of helpful links in our shownotes. Be sure to check them out. Have a great day!
Jamin, Jayme, and Alexandra analyze Melanie's insights. We discuss in particular how to leverage the "whats" (data) and the "whys" (insights and analysis) to bring the most value to brands.
FIND US ONLINE:www.happymr.comFacebook: https://www.facebook.com/pg/happymrxp Twitter: @happymrxpInstagram: @happymrxpLinkedIn: https://www.linkedin.com/company/happymarketresearch/
FIND MELANIE ONLINE: https://www.linkedin.com/in/melanie-courtright-42b28a6/ Twitter: @melcourtright Research Now SSI: https://www.researchnow.com/
I have as my guest today Melanie Courtright, EVP of Global Research Science at Research Now SSI, the global leader in digital market research and data services.
Thanks to the merger of the two market research data leaders Research Now and SSI at the end of 2017, the company has one of the world’s largest first-party data assets built on permissioned research data. With a combined history of decades, the company has developed its core of data through a variety of panels, such as eRewards and the Opinionology panels, just to mention a couple. SSI acquired the Opinionology business in 2011. And eRewards, an industry pioneer of online research data established in 1999, acquired Research Now and became Research Now Group in 2014. Since the merger, Research Now SSI is something of a standard setter for data quality.
[00:00:00]
Hi. I’m Jamin Brazil. And you're listening to the Happy Market Research podcast. I have as my guest today Melanie Courtright, EVP of global research science at Research Now SSI, the global leader in digital market research and data services. Thanks to the merger of the two market research data leaders, Research Now and SSI at the end of 2017 the company has one of the world’s largest first-party data assets built on permission to research data. Since the merger, Research Now SSI is something of a standard for market research data quality. Melanie has spent more than two decades in the consumer insights industry and is a leading voice in market research for trends and the next generation of data collection. Thank you Melanie for joining us today.
[00:00:48]
It’s my pleasure to be here. Thank you for having me.
[00:00:50]
So I’m super-excited about our conversation. You and I have operated in the same circles for two decades and known each other for I think about half that. Your work at Research Now and SSI has certainly put you in the forefront of tech in the market research space focusing specifically on online and then later mobile and social today. On top of that you’ve written some award-winning work that has informed our industry. But before all the nerd stuff, I think it would b really helpful for our audience if you would talk just a little bit about your background and how you wound up in market research.
[00:01:28]
Sure. That’s a fun story. I didn’t actually grow up wanting to be a market researcher. I’m one of those people who found my way into market research. I was actually planning to be a professional vocalist. My formal education is in languages and music. I speak Spanish and I learned Persian Farsi while I was in the military. I also read biblical Greek. I was a first soprano. I’m still very active in singing. And if you were to be in my car on my way home any day you would hear me singing at the top of my lungs all the way to and from work. But – so after I left the military, I started doing some research. I joined Texas Instruments and I worked on a Department of Defense program for Texas Instruments. And then after that I left when my third child was born. I began working from home doing transcription and translation work for a local research firm. I spent years with that firm translating, cleaning, and coding verbatim comments from employer and customer feedback programs. It was during that time that I really learned a lot about the needs of employees and the needs of consumers translating and transcribing their words into a consumable coding that companies could use. So I spent a lot of time just getting to know the hearts and minds of people all over the world through that couple of years spent with verbatim comments. And from there I just grew in my love of research and in my roles across all the companies I’ve been at.
[00:02:52]
It’s so funny. You know I started out – I call it the bells of market research. So I started out doing mall intercepts. For those that don’t know, those are the people that you all loved that are in malls that have clipboards with pieces of pape...
Hi, I’m Jamin Brazil and you’re listening to the Happy Market Research Podcast. My guest today is Edwin Wong, Senior Vice President of Market Research at Buzzfeed.
Founded in 2006 by the likes of Kenneth Lerer, chairman of The Huffington Post, BuzzFeed is a digital news and entertainment company.
Originally known for online quizzes, "listicles", and pop culture articles, the company has grown into a global media and technology company providing coverage on a variety of topics including politics, DIY, animals and business.
Prior to joining Buzzfeed, Edwin has guided market research strategy at Yahoo, Pinterest, and Veoh.
[00:00:00]
Hi. I'm Jamin Brazil and you're listening to the Happy Market Research podcast. My guest today is Edwin Wong, Senior Vice President of market research at BuzzFeed. Founded in 2006 by the likes of Kenneth Lair, Chairman of the Huffington Post, BuzzFeed is a digital news and entertainment company originally known for online quizzes, listicles, and pop culture articles. The company has grown into a global media and technology company providing coverage on a variety of topics including politics, DIY, animals, and business. Prior to joining BuzzFeed, Edwin has guided market research strategy at Yahoo, Pinterest, and Vio. Edwin, thank you very much for joining us today.
[00:00:38]
How's it going?
Edwin, after graduating from Ponoma in 1998, how did you find yourself at Hall & Partners?
[00:00:44]
That's just an awesome question. When I look at that number 1998 I think we were just joking. I feel so old. But I remember when I got out of school I was gonna go and get my PhD in industrial organizational psychology. And at the time there were two really great programs whether it was in Nebraska or Illinois, and my then girlfriend who has been my wife for about 20 years now she said, "If you decide to go you're gonna go by yourself." And so I chose love instead of a profession and it worked out great. I started off the first six to nine months of my graduated time from Pomona selling Glen Plaid shirts from J Crew and being a legal assistant at the LA Athletic Club. And what was so great is in the middle of it one of my friends decided, hey, you maybe want to apply what you learned in psychology, the study of human behavior, and apply it to business. There's something called market research you should look into. And I kind of fell into this small company called Hall & Partners at the time. We were - I was one of the first of five employees on their way and I joke all the time, but we literally went from [INAUDIBLE sounds like: loading soda], answering the phones, stocking the copy paper, and then all within the same hour closing our very first global copy test deal that was multi-million dollars for one of the most respected tech companies in the world. And so it was such an amazing journey by myself and such a great opportunity to work with some of the coolest people in market research.
[00:02:10]
It was a really disruptive time in 1998. I remember I did my first online survey in 1996 and then Jimmy Plunkett and myself started Decipher in 2000, and Hall & Partners being one of our very first marquee accounts. It was a super interesting time because we saw this migration of data collection that moved from mall intercepts and phone to online and then later mobile. And it was very interesting to me how Hall & Partners was a pivotal part of that transition I think. The value that you were offering in those days was originally I think mix mode, but then you moved most of that data collection to online, correct?
[00:02:55]
Yeah. I think it was so great. It's just like we've known each other or so long. Decipher was one of my favorite clients - favorite partners I should say, because of what you guys actually did for us. And we were - one thing that I always remember is how future forward that was and we were thinking about online and who does online? We need that phone caddy.