Now that's Significant

This latest episode of Now that’s Significant, a Market Research Podcast has host Michael Howard, the head of marketing at Infotools, interviewing Jodi McGee, Co-Founder and Chief Insights Officer of Inquisitive Insights, a women-owned business that performs qualitative research for consumer brands.

Inquisitive works with curious leaders and their trusted agency partners to explore preferences, attitudes, motivations, and behaviors. For much of her career, she has used data to build strategic communication plans and programming and offered counsel to senior leaders at growth companies. Jodi earned a Marketing degree from Georgetown University, received her certification in Marketing Research from UC Davis and studied abroad at the Universidad de Autonoma in Madrid, Spain.

During the episode, Micheal and Jodi discuss the role that market research plays in building trust in a brand, which is an essential part in it becoming successful.

Jodi has seen plenty of examples to know that trust is perhaps the greatest predictor of brand engagement. She stressed that this is something that can't be manufactured internally, it's something that is earned.

Through Inquisitive Insights' framework, they help organizations build trust through authenticity, capability, and empathy.

Jodi loves when her research answers questions, then creates new questions for her clients, helping to dive even deeper into the minds and lives of consumers.

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.

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

On this latest episode of Now that’s significant, a Market Research Podcast host Michael Howard, the head of marketing at Infotools was joined by Sean McDade, Ph.D., CEO and Founder of PeopleMetrics. PeopleMetrics is a full-service market research firm focused on customer experience and custom research panels. Sean is a best-selling author and entrepreneur with 20 plus years of experience in the market research industry. Sean’s first book, Listen or Die, shares 40 lessons to get the very most out of customer feedback. Sean’s second book, Pharma Customer Experience, dives into the experiences patients have with Pharma, and what those in the Pharma space can do to improve these experiences. A third book titled “The Psychology of Physician CX” looks at the relationship between doctors and pharmaceutical companies in this post-covid world. This book will be released in April, 2024.  

Sean joined us to discuss the importance of custom research panels in the market research world.

He covers the key factors that make for successful custom panels, including how to keep people engaged, and extracting long-term value from them.

Sean also shared with us some interesting points from his book Listen or Die, which he co-authored with his colleague Richard Vanderveer.

We hope you enjoy this 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.

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

On this latest episode of Now that’s significant, a Market Research Podcast, host, Michael Howard, the head of marketing at Infotools speaks to Pierre Dubosc, Managing Director of Semantiweb North America.

Before joining Semantiweb seven years ago, Pierre worked client-side, first as a brand manager and then moved into consumer insights, which opened up the opportunity to conduct both traditional quantitative and qualitative marketing research.

In this episode, Pierre and Michael discuss how some of the best advances and moments in our insights careers come when we are open to change. This is an open acknowledgement that doing things the way we've always done them won't guarantee us the same outcomes as we've always achieved.

One thing that comes out clear in this podcast is the role in which market researchers bridge the gap between consumers and organizations, in essence becoming the voice of the consumer. And it's modern tools like Semantiweb and Harmoni that are helping bring this to life.

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.

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

On this latest episode of Now that’s Significant, a Market Research Podcast, host Michael Howard (the head of marketing at Infotools) joined by Tricia Houston, COO and Founder of The ExperienceBuilt Group.

Tricia, a travel-worn experiential marketer, classically trained market researcher, and challenger of the status-quo, founded The ExperienceBuilt Group (EBG) to help organizations create experiences worth repeating. Under Tricia's leadership, the team at EBG helps organizations imagine new solutions, improve current ones, and implement programs to close experience gaps (B2B & B2C).

On the episode, Tricia and Michael discussed a market researcher's ability to connect, to be connectors, to help organizations discover the right key that opens the right lock at the right time.

Three ways that insights teams can help their organizations connect are helping stakeholders to think like customers and employees, perfect people relationships and removing friction, and aligning everyone to a forward facing plan that ignites people into action.

We talked about the need to avoid creating yet another "Grey SUV" - the trap people often fall into when creating new initiatives, which is following the pack rather than delivering new experiences, products, or services that are unique and worth repeating.

There's plenty more in there too. So 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.

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

Joel Rubinson (President and founder of Rubinson Partners, a marketing and research consulting firm for a brave new world) joined Michael Howard (Head of Marketing at Infotools) on this episode of Now that's Significant.

Joel, who also happens to be an accomplished blues harmonicist, joined us on the show to discuss how insights teams can produce 'nutritious' insights programs that sustainably deliver value for their organizations and customers alike.

A key part of this, as you'll find out, is around what Joel talks about when mentioning "Finding the prediction in your insight, finding the growth strategy in your prediction".

Joel also discusses two innovative projects that he's been working on that seeks to combine multiple data sets, vendors, ad-serving platforms, and so forth.

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.

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

On this latest episode of Now that’s Significant, a Market Research Podcast. Host, Michael Howard, the head of marketing at Infotools was joined by Steven Mushkin, CEO and founder of Latitude Research and creator of the video intelligence platform Lumiere. Lumiere provides strategic and tactical guidance for major media and technology companies domestically and internationally, with subject area expertise in advertising diagnostics and effectiveness, brand communications, content strategy and digital innovation. Clients include Amazon, Disney, Google, Microsoft, NBCU, Paramount, Roku and Springhill.

Steve discusses his current area of focus, the growing intersection of visual media with new technologies, and on the resulting possibilities for innovative entertainment and information experiences. 

We talked about the future of video experiences, how the space is evolving, and how Latitude didn’t intentionally start out in advertising experience and effectiveness.

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, a Market Research Podcast host Michael Howard (the Head of Marketing at Infotools) was joined by Oscar Carlsson, Chief Innovation Officer at Cint.

Cint is a market research technology company that provides innovative solutions for businesses to conduct research quickly and efficiently. Oscar oversees innovation in new business areas as well as Cint’s presales and sales engineering team and is involved in M&A activities and thought leadership. He also focuses on delivering the highest data quality and mitigating fraud in the Industry.

In this episode, we discussed the role and usage of AI in the workplace, with a particuar focus on those in the insights industry.

The two main talking points were around its usage, which frighteningly, is often more prevalent than managers may realize.

The second was around its use in the research world and how it is affecting data quality and fraud.

As always, employees need to be careful of the outputs it provides, checking them like you would a junior employee.

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

This latest episode of Now that’s Significant, has host Michael Howard, the head of marketing at Infotools, interviewing John Ziegler, CEO of Acclaro, a consulting firm that delivers targeted insights for the investment sector. Acclaro helps middle market clients in the M&A ecosystem focus on the right companies and helps management teams focus on the best options for growth, post-close. In his role, John uses his deep experience in management consulting to drive Acclaro’s strategic direction, focusing on the firm’s continued transformation.

In this episode, we give market researchers some inspiration for broadening their approach to their insights operations, particularly in light of the rise in data quality and fraud issues the sector is facing, which even includes the removal of incentives!

While Acclaro's sweet spot is in merger and acquisition space, there are definitely some learnings that can be applied for other industries as well.

We hope you enjoy the show.

This latest episode of Now that’s Significant, has host Michael Howard, the head of marketing at Infotools, interviewing John Ziegler, CEO of Acclaro, a consulting firm that delivers targeted insights for the investment sector.

Acclaro helps middle market clients in the M&A ecosystem focus on the right companies and helps management teams focus on the best options for growth, post-close.

In his role, John uses his deep experience in management consulting to drive Acclaro’s strategic direction, focusing on the firm’s continued transformation.

In this episode, we give market researchers some inspiration for broadening their approach to their insights operations, particularly in light of the rise in data quality and fraud issues the sector is facing, which even includes the removal of incentives!

While Acclaro's sweet spot is in merger and acquisition space, there are definitely some learnings that can be applied for other industries as well.

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 is 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, a market research podcast, host, Michael Howard, the head of marketing at Infotools is joined by Dan Wasserman, Chief Operating Officer at KJT. KJT is a full-service, strategic market research and consulting firm that is focused on the healthcare industry.

Dan has worn many hats at KJT for the past 13 years. He has run a research team, focused on both market research as well as health outcomes research, and has served as an operations leader, overseeing KJT’s information security management, research compliance, research operations, analytics, and general business operations. He has led the implementation for professional services automation, and more recently has gotten deep into the rise of generative AI. He’s presented at IIEX.AI and also developed a prompt engineering course available to anyone in the insights industry.

In this episode, we talked about Dan's experience with generative AI in market research, with a focus on prompting.

Themes that arose in the conversation included:

> How different prompting generative AI tools is to your standard Google searches.

> Advice on how to prompt well, in order to get the best out of the large language models.

> Why prompt 'engineering' sounds technical and over many people's heads, but why it actually is relatively straight forward when you know the ins and outs.

> The need for high-quality data with LLMs as well as having a good combination of primary and secondary data.

> Confidence levels with what is presented by generative AI platforms and having a level of explainability - understanding how the AI arrived at its output.

> Some insight into Dan's 2-hour, asynchronous prompt course that he wrote. Click here for the link to the prompt course.

We trust you enjoy this episode. Please feel free to leave a review or share this with others.

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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 is 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, a Market Research Podcast host Michael Howard, the head of marketing at Infotools, was joined by Alex Culshaw, Head of Qualitative Research at SparkMR. Alex has 20 years’ research experience in both the public and private sectors – in particular, the healthcare, B2B and consumer industries. Experienced in using traditional and new methods to bring rich and actionable insights to leading brands, such as 3M, SC Johnson, Husqvarna, Nestlé and many others, Alex specialises in online market research communities and the commercial application of Qualitative research, including models and frameworks for interpreting results. 

On this episode, we discussed:

The book qualitative research experienced when it comes to online communities, accelerated in part by Covid. 

The boom is good news, but there are some unexpected difficulties requiring agile problem solving from researchers with this methodology. 

Alex covers three common pitfalls that could trip up even the most experienced researcher plus how to avoid / overcome these.

And they talked about a few tricks for accessing human truths in online qual research.

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 is 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