Now that's Significant

In this episode of Now that’s Significant, a market research podcast, we welcome on the show Horst Feldhaeuser, Group Services Director at Infotools and Alyona Medelyan, CEO and co-founder of Thematic.

Horst and Alyona take the reins of this show, presenting their paper from the 2022 Research Association of New Zealand Conference: AI – friend of foe?

Their paper delves into a joint project they were involved in, using AI to find insights from online reviews of Coca-Cola, the world’s largest soft drinks manufacturer.

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In this episode, we welcomed on the show Lisa Wilding-Brown, Chief Executive Officer at InnovateMR and one of the market research industry’s top minds on data quality.

During this podcast:

We ultimately talked about the never-relenting, always present challenge of data quality in the market research space. Lisa mentioned that even though this issue has grown and changed over time, it remains fundamentally the same: there will always be fraudsters looking to cash out on survey incentives.

We discussed how and why there’s no single or easy fix to this issue, and why that isn’t an excuse not to do something about it.

We discussed the size and impact that cyberfraud has in the world and on the market research sector, as well as where the fraud starts in the market research space, which the ad tech space was mentioned.

We even looked at what may cause some people to become cyberfraudsters.

And finally, we talked about some of the things organizations can do to mitigate, minimise, and prevent the impact of cyberfraud in our market research efforts, which will go a long way in increasing the quality of our data, the insights that can be generated from this data, and the actions that can be made as a result of those insights - which, if we have our customer centric hat on, will improve outcomes for our clients as well.

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The episode features CEO and Momma Bird of Little Bird Marketing - Priscilla McKinney.

Priscilla joined us on the show to talk about:

- The importance of understanding the context we’re in and the biases we bring to our market research projects, as these can influence the outcomes.

- The need for us to retain our humanity at each step of the market research journey so we respect everyone’s time and contribution, which will lead to greater long-term outcomes and insights. 

- The need of having different standards for both brands and the industry when it comes to qualitative and quantitative research.

- We looked into some of the key differences between reasons as to why we need to have different standards, as well as the role that brands and the industry play in shaping and adopting these standards.

- We explored some of the challenges that we face in achieving success in this area.

- And we finished on what success looks like for those in the profession when we get these best practices in place.

Enjoy the show.

In this episode of Now that's Significant, we were joined by Karen Lynch, the new Head of Content at GreenBook.

Like Infotools, Karen has been in the research industry for 30 years, largely as a full-time qualitative researcher. She merged her two passions in joining GreenBook as Head of Content; her role is responsible for the overarching content strategy and influencing the editorial direction of GreenBook’s industry-leading blog, podcast and global events.

During the episode, we talked about:

- How mindfulness, networking, and taking the plunge are all key parts of building a meaningful career in the market research industry - or any industry for that matter.

- We looked at what it means for each of these three parts and how we can do better.

- We touched on the role of creative and lateral thinking in crafting a successful career in the insights sector.

- We looked at the role that GreenBook plays in the market research and insights industry.

- And we finished on what could be instore for us in the years to come.

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In this episode of Now that's Significant, we’re joined by Aryn O’Donnell, Vice President of Corporate Services for Fieldwork Inc. During the show, we discussed the return of in-person market research, back after a long hiatus caused by the pandemic.

Topics covered in the episode include:

- What we've been missing out on over the last two and a half years

- The types of industries that are again embracing in-person research, which Fieldwork have a large focus on.

- The tactics and strategies Fieldwork used to overcome the hurdles of getting people back into the swing of in-person surveys, which touches on the evolution they witnessed of the data collection method.

- Aryn talked touched on fraud and the steps they take to minimize or remove it from their samples.

We hope you enjoy the show.

Fieldwork recruits respondents according to client specifications and host in-person, remote, or hybrid research sessions where clients uncover insights for brand and business impact.

In this episode of Now that's Significant, we were joined by Kim Short, Senior Vice President, Ipsos North America. Having worked in the industry since 1996, Kim has a passion for understanding what makes brands successful and how to drive their success to new heights with the support of communications that entertain, inform, and persuade.

We drew on her extensive experience in the industry to discuss the dreaded data shift, something many of us know a lot about after recent pandemic-ravaged years we've endured.

Throughout the episode, we discussed:

• Those dreaded data shifts and how insights teams and brands can help navigate after experiencing such a shift.
• We took time to understand what a data shift was, mentioned a few examples, including those that are internal and external shifts.
• We covered what to look for when trying to spot a data shift, especially when one has occurred but it's not reflected in your data.
• We looked at both what an organization should and shouldn’t do once they’ve spotted a shift in their data.
• And we touched on the role of technology in helping an insights team move forward with their longitudinal study.

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In this episode of Now that's Significant, we were joined by Shira Horn, Executive Vice President at AMC Global, a boutique custom research firm that specializes in product launch, and all facets related to product success.

Today we talked about the critical role market research plays in helping organizations track and understand consumer behavior, especially in times of crisis.

We had an overview of the work in which AMC Global is currently engaged, including the primary research they facilitated with the help of OpinionRoute.

Shira shared some insight into the practices and methodologies they used in the study, and the reasons why they decided to make the findings of that study open to anyone who wants it.

We talked about some of the key findings from the study, such as tech adoption, beverage consumption, environmental impacts, corporate responsibility, and the gift that keeps on giving that is supply chain issues.

We touched on and shed some light on why it’s important to keep an eye on changes in consumer behavior.

And finally, we gazed into the crystal ball to see what could be instore for the market research sector in this post-pandemic world we are either in or at some unknown point in time will enter.

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In this episode, we were joined by Johann Bittner from Loyalty Research Center to discuss the roll of market research in a post-cookie world.

During the show, we discussed:

- The evolution and impact of privacy in this digital age, and how organizations are needing to change both processes from a technology, a human, and a strategic perspective. 

- Life after the death of the cookie, what it’s like to operate as a marketer, as an organization when you can’t readily track who is coming to your website, ultimately, why that is a good thing too.

- We looked at what cookies are and how they were historically used.

- Johann gave us a rundown of the research and methodology LRC and Rep Data used to help organizations grapple with the shift to a cookieless operating environment, including some key findings from their research, such as AI to help put pieces of the puzzle together.

- We addressed some of the privacy concerns regarding this matter.

- Johann touched on what differentiates leaders from a technology adoption and usage perspective, in both B2B and B2C worlds.

- And, we dived into the role of primary research in this cookieless world, being able to use that research in parallel with other business data, to drive future decisions.

Enjoy the show.

In this episode of Now that's Significant, we spoke to Vignesh Krishnan, the Founder and CEO of Research Defender.

Vignesh shared some great insights into the state of fraud in the market research and insights sector. The way fraud has permeated throughout the entire world means insights teams need to be proactively investing in the quality of their market research and consumer data.

Focusing on inputs (rather than outputs) is the first piece step that the industry can take to limiting fraud, with such tools as digital fingerprinting, text analytics, etc.

We touched on the role that well-designed, shorter, and more engaging surveys plays in getting clearer, more accurate responses, not to mention better payouts.

The episode also dived into why we've seen a sharp increase in fraud lately, the potential for fraud in neuroscience, and false positives and false negatives.

Enjoy the show

Greg Stucky, Chief Research Officer at InsightsNow joins us on the show for a fascinating discussion around the pillars of successful innovation teams.

The key points included:

- The key driver that successful innovation teams use to launch and iterate products and services that resonate with the market, which ultimately comes down to focusing on the behavior that you’re wanting to nudge or disrupt. 

- Greg highlighted some of the frameworks his team uses to better predict behavior and help bring better understanding to their clients of their customers. 

- We looked at what makes InsightNow’s Implicit / Explicit testing approach, and the importance of knowing the percentages of how many people are either nudged or disrupted. 

- Greg touched on the science behind the innovation approach, specifically the implicit/explicit test. 

- And lastly, we explored some applications of the implicit/explicit test and work through their testing centre that Greg and the team are involved with at InsightsNow.

Happy listening.