The Happy Market Research Mafia…er…I mean Podcast was live onsite at IIeX Austin this year! Below is a quick recap of some of the onsite interviews along with my big takeaways…
Casey Bernard – Nimble Modern Radio
A fellow PODCASTER! Casey is defining a new frontier, Podcasts for Market Research firms and Brands. I spoke about this as well at IIeX.
1. The listener feels like friends
2. Insight consumption in any context, e.g. on a flight, commuting, jogging, etc.
3. Content recall is much higher than written, presentation, or video
Instead of a topline report, you get a journalistic podcast deliverable. Casey incorporates the actual voices of the customers and can include additional media formats including an interactive website with videos and images.
Honestly, this is such an effective way to communicate high level insights that engage the entire company in a regular cadence. Listen to this episode and think creatively about how you can apply the learning to grow your business.
David Paull – Engagious & Dialsmith
We talk about audience engagement and podcasting. One of the biggest challenges we, as the market research industry, face is how to effectively market ourselves. While we are brilliant at the research, we have a hard time punching through to the actual buyer.
Adriana Rocha – eCGlobal Solutions
Perspectives on being a women in context of also being a software engineer, entrepreneur, and CEO. Based in LATAM and experiencing rapid growth globally, HBO is one of their marquee customers. She applied several hacks to create a ton of value for her HBO:
1- Create an invitation only HBO Go Panel
2- Leverage trending shows, like Game of Thrones, increasing engagement
3- Using non traditional incentives, like badges, to certify community members as content experts
Andy Greenawalt – Odin Answers
Rebranded Odin Text. They pivoted from “what goes in” to “what goes out”. Odin Answers is the intersection between the text and segments that produces a just-in-time business insight. They specialize in servicing large Digital first companies.
David Wolfe – Inguo
Brands are continuing to narrow their targeting communications to impact sales. Inguo is a spinout from the AI laboratory of NEC Corporation. The leading-edge research into advanced algorithms led to the breakthrough in data science to provide automated Causal Discovery and Causality Analysis – a first for the data science industry.
Forrest Sallee – Invoke
Invoke has built a consumer-driven decision making software platform. They offer a unique real-time digital testing option that gets you to data tables in under 90 minutes. Crazy!!! They use both closed and open ended questions and support both synchronous and asynchronous data approaches.
We have an honest conversation about IIeX’s new US location in Austin.
Hannibal Brooks – Olson Zaltman
This is the first time attending a market research event. It is interesting to hear his take on Greenbook’s main event, “I love the presentations. Tons of new application of AI. Loved the presentation of AI analytics of CPGs.”
A little about Olson Zaltman. As a founder in the System 1 framework, Olson Zaltman goes beyond traditional research to reveal deeper insight into your business issues — which leads to bigger and better results.
James Norman – Pilot.ly
Pilot.ly is all about understanding your audience and using that understanding to make better decisions in a video context. Anyone who is creating content and needs feedback in real-time…Pilot.ly is a great fit.
They have an innovative framework James calls “signal comprehension.” Respondents are exposed to any length of video from seconds to hours. Their feedback is automatically processed, analyzed and delivered to customers streamlining the creative process.
Jennifer Lauture – TD Ameritrade
I was able to hear Jennifer’s presentation at IIeX in Austin and was lucky enough to have a few minutes with her on the Happy Market Research Podcast. She uses this event as a way to prescreen prospective venders. Believe me, this is a common thread among the other brands I talked with.
Joaquim Bretcha – Netquest & ESOMAR
May 2nd, 2019, was the first day of Market Research & Insights institutionalized by the UN. Obviously, this day has passed but please add it to your google calendar. The hashtag is #celebrateMR. This is a huge opportunity for us as an industry to celebrate our success and importance of being a unified front to both brands and legislative bodies. Market Research stands for full respect for the respondents and the insights that serves as a rudder of the brands we serve.
Kerry Edelstein – Research Narrative
Research Narrative is a full service research & insights agency. They offer services in custom market research, insights and analytics consulting, media & social impact evaluation, data journalism, and insights communication coaching for research and data-focused professionals.
Kerry has a positive vibe that just pulls you in. Her deliverable is a combination of insights and storytelling.
Laura Drews Freund – Cranbrook Search Consultants
With all the consolidation over the past year, there are a ton of you who may be looking for someone to help you find your next big thing. Laura offers a deep network for both brands and prospective employees.
Manish Mittal – Course5
I’ve known Manish for years. Course5 was initially known as CrossTabs. Course5 has evolved to include 3 pillars:
1- Research AI
2- Digital analytics
3- Market intelligence
They have been a major player who has navigated the major pivots to stay relevant and help their customers find the key insights that move the organization closer to the customer.
Marc Macellaio – Fuel Cycle
Fuel Cycle’s Market Research Cloud is the first insights platform to combine online communities, product exchanges, panels, and more to power real-time business decisions. They have been around for a long time and have a deep connection with SurveyGizmo (darn those guys…didn’t get on the show!). 🙁
Patricia Houston – MMR.live
A startup within MMR Research in Atlanta. Their focus is on improving consumer experience and future proofing research. Here is the core question,
“How long until panel is no more and getting people to take a survey is too much?”
This is a very important question for us to answer as we continue to see email open rates drop and consumer attention getting shorter.
Ray Fischer – Aha! Online Research
First off, he is the best voice in market research. For those that don’t know, Aha! Online is a Qual Platform used by many large brands to understand video. They support an asynchronous data collection approach including digital ethnography.
Rick Kelly – Fuel Cycle
Founded as Passenger. Now Fuel Cycle is a research cloud that has their own set of qual and quant solutions in addition to integrating external tools.
Rob Benson – Dwindle
“Dwindling it down”
They are a new entrant into the market research space. For those of us who have been around the space a long time…don’t forget, learning market research is a lot like learning a new language and culture. Rob and his partner are doing a great job of helping designers A/B test in realtime.
Sheila Akinnusi – Nedbank
A senior market research manager for one of the largest banks in Africa. She attended the IIeX event with the intent to find out what the rest of the world is doing and bring home best practices. One of my favorite parts of this interview was her assertion that the Market Research is an open community that welcomes all people and groups.
Steve Mast – Methodify
These guys CRUSHED the event! Here are some trade show tips I learned from them:
1 – Stickers are cool even for professionals
2 – Have fun to maximize attraction
3 – The big opportunity for us is to embed Market Research tech into MarTech
Tim Lawton – SightX
Solid company. This firm has the best UX for analytics of consumer data that I’ve seen. Their designers stay close to the customers ensuring their are getting from data collection to insights as fast as possible.
Tom Anderson – Odin Answers
This guy is the pioneer of text analytics. I’ve been a huge fan of his and his company. We even co-presented a few years ago at the CEO Summit.
In this episode he talks about how important it is to triangulate truth through multiple data sources while including the customer voice.
Vignesh Krishnan – SampleChain
SampleChain is a young startup. Vignesh brings a breath of relevant expertise to market research and technology. He was an early employee at Lucid. After leaving he started a DMP (Data Management Platform) that has tentacles into different parts of the industry including technology and sample with the intent of helping participants understand sample sources improving transparency and quality.
I am lucky to have had the privilege to do these onsite interviews at this year’s IIeX in Austin. Thank you Greenbook along with my fellow industry leaders that so warmly joined me on the Happy Market Research Podcast.
You can hear the full interviews at www.happymr.com. As always, I hope you found this content useful and wish you only the best.
#marketresearch #MRx #podcast #IIeX #userexperience