Now that's Significant

In this episode of Now that's Significant, we're joined by Alex Smith and Polly Milne from The Sustainability Group. They're going to be talking to us about how market research influences sustainability trends.

Check out their website for more details of the FuturePlus platform discussed during the episode. https://www.future-plus.co.uk

We hope you enjoy the show.

On this episode of Now that's Significant, we’re joined by Heather O’Shea, Chief Research Officer at Alter Agents, a full-service, strategic market research consultancy reimagining research in an era of shifting decision making. Heather is a passionate digital ad insights leader with over 16 years of experience in market research and consumer insights. She has held positions at media agencies, publishers, tech platforms and research companies.

How brands need to go back to basics with their approach to market research. Reasons for this included the evolution of consumer data landscape (GDPR, Apple’s app tracking transparency, demise of third-party cookies);

We’ve also seen decreasing viability of some of our existing media and advertising measurement techniques

She touched on how we've seen a reduction in ability to rely on direct response attribution measurement for decision-making.

Heather shared with us some thoughts on choosing the right mix of methodologies.

And more.

We hope you enjoy the show.

In this episode of Now that's Significant, we were joined by David Boyle, Director at Audience Strategies, Chair of TMRE, and co-author of the upcoming book PROMPT, which explores the power of artificial intelligence and human expertise in the field of marketing.

Throughout the podcast, we discussed:

> Something amazing that happened in early December that should impact everyone in a really profound way. An AI called ChatGPT came along that changes everything about how we all work. It has the power to make almost everything we do better, quicker and clearer.

> The power of AI in marketing and how ChatGPT can help businesses generate ideas and content, streamline market research, and analyze data. 

> We explored the importance of finding the right balance between automation and human creativity,

> We discussed explainability and what that means for market researchers in their use of AI tools like ChatGPT

> David shared with us some insights into what he learned from writing the book.

> And we looked ahead at some of the most exciting trends and developments in the field.

We hope you enjoy the show.

In this episode of Now that's Significant, we're joined by Barbara Gassaway, Moderator and President of The Research Group. Barbara also owns Observation Baltimore, a focus group research & recruiting firm. Barbara has decades of experience in the market research industry. A differentiator appreciated by clients and colleagues is Barbara’s comprehensive understanding of strategic marketing principles along with current trends and practices in qualitative behavioral science.

In this episode, Barbara shares with us her perspective on the increase in qualitative research, as well as the deep need for recapturing empathy across our market research efforts. This point around empathy may not seem profound, especially considering today's customer-centric mindsets that have rightly pervaded organizations, but that doesn't make it any less important.

Barbara shared some wisdom for recent entrants into the market research qualitative space. And she also gave us a hint at what we might expect from her first and upcoming book.

Enjoy the show

On this episode of Now that’s Significant, a Market Research Podcast, we were joined by Mario Carrasco, co-founder and principal of ThinkNow, a technology driven cultural insights agency. ThinkNow enables companies and government agencies to discover the cultural drivers that influence consumer decisions. They provide insight solutions to help organizations thrive in a changing demographic environment. During his twelve-year tenure at ThinkNow, Carrasco’s expert knowledge of multicultural consumers and his passion for unveiling the story behind the numbers is evident in his editorial contributions to Forbes, eMarketer, Quirk’s Magazine, Online MR Magazine, and MediaPost.

On the show:

We discussed some pretty big technology challenges that are facing us or the world and particularly as marketers as well.

The sunsetting of cookies, the rise of zero party data, which a lot of researchers are actually familiar with, with all of the surveys, etc., that they've been doing and the huge but the way that the US and a lot of the world is becoming increasingly multicultural.

We talked about how these two big trends are rising at the same time and now related. And so our practices do need to amend and adjust for that in order that we can properly understand the world around us.

We had a little look into ThinkNow. And also Mario's expertise in the world, particularly the multicultural research that he's been doing and how that is responding to a cookieless world.

We looked at audiences as well and had that can be a great tool for helping brands to understand and navigate the various audiences and their markets better as well. Being a digital product too, which is good for access, etc. too.

We also had to look at the importance of brand as well and how people are needing to incorporate and be mindful of multicultural research, and I guess our brands, our products, our lives will be all the richer for it as well as we understand the actual world around us, not the one that we think we're living in, if that makes sense.

We hope you enjoy the show

On this episode of Now that’s Significant, a market research podcast, we are joined by Febronia Ruocco, a Global Strategic Insights Director consultant, having worked for a number of notable companies and brands such as Cadbury, Diageo, Heineken, McDonalds, Mars, and Heinz.

She is incredibly passionate about empathic leadership of high performing teams and currently also a mentor for both Women in Research and the Durham University Leadership Academy. 

On the show, we discussed the vital role market research plays in turbulent times, and how dangerous knee-jerk reactions can be to economic slowdowns.

We looked at how market research has changed and is changing to help us better understand our world. 

We touched on the different types of turbulence and the market research tools to help us through each type. 

Febronia discussed how market research can help organizations set sound strategic foundations, as well as guide tactical programmes of work. 

And lastly, we covered how off a few easy wins that organizations can make to help them get through these times with greater confidence. 

We hope you enjoy the show.

In this latest episode of Now that’s Significant, a Market Research Podcast we’re joined by Kayte Hamilton, Founder of The Social Question. The Social Question is a new research agency that offers a fresh perspective on social media research, specifically their methodology, which includes partnering with Instagram influencers to act as Question Hosts with their followers.

During the show, we discussed:

- How influencers can evolve their value to organizations and are perfectly placed to become research moderators on social media.

- We looked at an engagement tool available to Influencers on Instagram

- Kayte shared how Influencers can be hired to host questions to their followers and communities.

- The differences between other social media research options compared to the service The Social Question offers.

We hope you enjoy the show.

On this episode of Now that’s Significant, a market research podcast. I am your host, Michael Howard, head of marketing at Infotools. Today, we are joined by Emmanuel Probst, the Global Lead, Brand Thought-Leadership at Ipsos. He is an adjunct professor at the University of California. 

In this episode, we talked about:

- We talked about how brands need to transform in order to stay relevant and thrive.

- You mentioned gave us some insight into what compelled you to write the book.

- We had a look at Brand purpose and what market researchers can do to help in this regard.

- We discussed what’s led consumers to switching off most of the marketing and advertising of today, with some ideas on how to rectify this.

- You shared some reasoning behind why you looked at both large and small brands, to highlight what each to learn from each other.

- You gave us some great insight into what assemblage is and why it’s so important for market research teams.

- We talked about anti-heroes, saviors, and villains in regards to building brand relevance.

- The mood shifted a little as we reflected on what brands can do to help consumers who never felt more lonely.

- And lastly, we looked at what happens to brands if organizations kept building them like birds continually evolve and build nests. 

We hope you enjoy the show.

On this episode of Now that’s Significant, a Market Research Podcast, we were joined by Idil Cakim, Senior Vice President, Head of Research and Insights at Audacy.

In this episode, we talked about...

- The rise in popularity of audio in today’s society, including how it has helped change the media landscape of today as it has become somewhat of a ritual for consumers.

- Idil gave us an overview of both her impressive career in insights, as well as the work Audacy is doing, which includes engaging with over 200 million people each month!

- As part of the conversation around consumer audio rituals, Idil gave some perspectives into one study they carried out, with some fascinating behavioral insights around that to which we’re listening.

- Two of the big findings from their quant, ethno, and IDI research was that 74% percent of respondents set time aside for listening to audio, in the various forms it comes. And the other finding being some of the ways brands can improve ad effectiveness and authenticity in these channels.

- One of these particular ways of better reaching consumers is understanding the 11 specific moments that consumers are most engaged with their audio consumption, and tying in relevant, contextualized messaging for these moments.

- And finally, Idil gave some insight into what is next for the world of Audio.

Feel free to check out the study we talked about on this episode at www.audacyinc.com.

We hope you enjoy the show.

We had Paul Neto, the Co-founder and CMO of Measure Protocol on the show to discuss some of the really interesting things that Measure Protocol are doing in the market research and insights space, including some recent findings from their platform Retro, which recently picked up an MRS award. 

Paul highlighted how most companies have big data gaps in their consumer data collection strategies, and gave some background as to why this has happened.

Some of which included the inability to collect certain data due to things like privacy legislation, lockdown by big tech players like Google and Apple on access to consumer data, and general consumer skepticism on sharing data.

Paul reminded us how some of the existing practices in traditional data collection methodologies such as VPNs, IDFAs, fingerprinting and browser cookies will soon be obsolete. 

We also talked about how new approaches that provide access to new forms of behavioral data across once-inaccessible platforms in a low friction and cost-effective manner will rise in popularity.

Paul shared the results of a recent report that rounds up some of this data that shows some surprising results on how people are spending time on their phones. 

And lastly, we discussed what such findings mean for businesses and market research teams too.