Now that's Significant

On this episode of Now that’s Significant, a Market Research Podcast host Horst Feldhaeuser, Group Services Director at Infotools, is joined by Michelle Andre, Managing Director, and Jessica Sage, Marketing & Events Director, at Women in Research - commonly referred to as WIRe.

Michelle and Jessica were both happy to come onto the podcast to talk about WIRe, its 18-year history, what it's known for, what it's not, and that WIRe are FINALLY launching a city event chapter in Auckland!

Horst also reflects on his time as a WIRe mentor, which prompts a good discussion on the role of mentorship as well as how much of a need there are for senior mentors in the market research sector to help guide those who have recently joined the sector.

We hope you enjoy the episode.

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Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

On this is Now that’s Significant. Host Michael Howard is joined once again by Febronia Ruocco…Strategic Insights Professional and newly certified Executive Coach. Febronia has led insights for notable food and drink and OTC brands like Cadbury-Schweppes; Diageo; Heineken; Carlsberg; Twinings; Heinz and GSK.

Febronia brings her expertise to the fore in this episode, with a focus on the challenges facing market researchers in both client and agency environments.

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Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

This episode of Now that’s Significant has host Michael Howard joined today Kerry Hecht, a lifelong market researcher and the CEO and founder of 10k Humans and 10k Ecosystem. 10k Humans is a qualitative & quantitative market research agency offering support services and full-service consulting. The 10k Ecosystem is a collective of companies and offerings that complement each other to provide a custom experience to its clients. It's fair to say that Kerry has seen it all when it comes to market research. And that's why she's so passionate that we need to lift the quality of participants and also the survey experiences we're crafting - positive and negative things alike concerning what we're doing or not doing. And there's never been a more important time to focus on this either, especially with AI beckoning at our doors.

But AI shouldn't be seen as a negative, far from it. The market research industry should no doubt be using it to craft better surveys, discover more complex insights, and to cut down on some of the manual processes we take as table stakes for now.

In light of this, we need to carefully consider how databases are being built as well, ensuring they're fit-for-purpose.

We hope you enjoy the show.

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Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Host today Michael Howard was joined on Now that’s Significant by Tchicaya Brooks, the Founder and CEO of TRIBE Insights, who is passionate about providing groundbreaking research to make good business decisions and policy recommendations on how to remedy experience disparities in the Black community.

With almost 30 years of experience as an Applied Psychologist in corporate and government settings, Tchicaya has an extensive background in psychometrics, advanced analytics, and survey-based research, empowering TRIBE to offer unparalleled insights for business decisions.

The main topic that Tchicaya and Michael discussed was the future of work, and how market researchers can use a combination of insights and psychology to help keep humans at the heart of all that organizations do.

Since the pandemic clearly, how we work, where we work, and how we innovate have all changed.

Technology has been crucial in helping brands scale their ability understand people. It's therefore essential that organizations embrace technology so they can relevantly communicate and engage with both employees and consumers.

It's for this very point that will ensure that market researchers will continue to play key roles in their organizations, as long as they keep providing that understanding and insight to stakeholders within their sphere.

We hope you enjoy the episode.

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Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

There’s always something new that’s on the horizon. The challenge for market researchers, and this isn’t something new, is how can we adapt to ensure we continue to deliver understanding and insight to those who need to act on it. 

On this episode of Now that’s Significant, host, Michael Howard, Head of Marketing at Infotools was joined by Aarti Bhaskaran the Global Head of Research and Insights at Snap A.K.A. Snapchat.

Aarti and Michael discuss how organizations need to embrace new research methodologies and approaches, especially when creating experiences in the new formats, channels, and innovations that are now available to us.

They discussed some examples of how brands are using augmented reality to engage and delight customers.

We hope you enjoy the episode.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

In today’s day and age, data privacy and security are just as important as insights themselves. Arguably more so. A bad insight may reduce the performance of one particular campaign or result in a product or service that misses the mark. Bad data security on the other hand. That can result in significant financial loss for the business, and worse, their customers.

Host today of Now that’s Significant Michael Howard, is joined by Monica Bush, the Vice President of Information Security and Chief Information Security Officer at Tango. Tango are a leading incentives and payments company specializing in payment and reward-delivery technology. 

Monica plays a role in overseeing the company's information security, reporting directly to the CTO. With over two decades of IT experience across various industry sectors, Monica has a strong background in developing corporate and product security programs. 

On the episode...

Monica was truly energized to explore the intersections of information security, privacy, and market research. She set out to guide listeners through a thought-provoking journey, drawing parallels between the protections during the lifecycle and flow of data used in marketing research and something as ubiquitous as the lifetime cost of plastic disposal. And really asking ourselves the question “What is the true obligation of protecting data throughout its entire lifecycle of use?” This concept, often referred to as protection or defense in depth, is crucial in our digital age. It's not just about safeguarding data at one point of use but ensuring its confidentiality and integrity every step of the way. 

Everyone’s talking about data security and privacy in market research, and it is a critical theme. Information security, which is my particular area of expertise, is a big part of that.

We hope you enjoy the episode.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Kendra Speed, the Director of Consumer Market Research at LinkedIn, joined us on the show to talk about brand density, how LinkedIn are using it internally, and how brands can utilize it as well.

We talk about the origins of brand density, its definition, and the role of associations, and how the number of and strength of connectedness lead to a higher market share.

Kendra also shares her experience has been with measuring brand strength in context of the broader marketplace, along with some of the challenges she's seen organizations face.

We hope you enjoy this episode.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Feel free to check out our platform and services at www.infotools.com

Generation Alpha. Are you paying attention to them? The team at Cassandra are. So much so that Kathy Sheehan, SVP was happy to come onto the Now that's Significant podcast to talk about them, alongside the latest release of the on-going The Cassandra Report.

Host Michael Howard, the Head of Marketing at Infotools virtually sat down with Kathy to discuss trendsetting young consumers and what some of the initial insights are that are coming out of the newest generation.

Michael and Kathy touched on:

- The motivation behind The Cassandra Report

- Unexpected findings from the latest release

- Behavior and usage of social media compared to others

- And how technology has made it possible for such a study to be conducted.

We hope you enjoy the episode.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Feel free to check out our platform and services at www.infotools.com

AI has stolen headlines across the global business community. However, market researchers need to think of it as more than just a chat tool. In this episode of Now that’s Significant – a market research podcast, host Michael Howard, the Head of Marketing at Infotools, talks to Chris Robson, a visionary AI and data scientist, and is in fact the Senior Director – Global Data Science at Human8.

Chris came on the show to discuss the importance of looking beyond AI as a chat tool and provide ways to implement it into your business to remain competitive in the industry. Since AI has taken every industry by storm, organizations should look beyond the original excitement of using AI for its chat capabilities with ChatGPT and see how AI can help improve the company as a whole.

Chris and Michael also touched on some advice as to how companies in the insights industry can start implementing AI into their workflow systems to stay on top of industry trends that are essential from a competitive standpoint.

AI has been more active and present in the commercial sector for longer than many give it credit for, with far more experience in 'non-chat' activities, which is one reason why the theme of this episode is so relevant. It's only that GenAI has captured the attention of the masses.

We hope you enjoy the show.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Feel free to check out our platform and services at www.infotools.com

On this episode of Now that's Significant, we talk transformative text analytics that transforms market research. Host Michael Howard, the Head of Marketing at Infotools, is joined by Tovah Paglaro, Co-founder and Chief Operations Officer at Fathom That.

Fathom is an organization who seeks to be the most trusted text analytics software, to drive empathetic decision making based on open-ended listening, and become the new standard for employee, customer & public opinion research. 

In this episode, we dive into:

- Why text analytics will play a big role in Market Research, with some background into the story behind Fathom.

- The main kinds of problems that Fathom helps insights teams to overcome. 

- The general feeling that market researchers have towards text analytics.

- The potential causes of those who are more skeptical to adopt new technology.

- And what is potentially needed to help people see the value and use newer technologies like next-generation text analytics platforms.

We hope you enjoy the show.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Feel free to check out our platform and services at www.infotools.com