IIeX Amsterdam 2019

Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event.

IIeX Europe 2019 Conference Series – Stephen Thompson – Recollective

Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Stephen Thompson, Executive VP of Recollective.

This Episode’s Sponsor:


Contact Stephen Online:




My guest today is Stephen with Recollective. He is the executive vice president of Recollective. We’re here live today at IIeX, on the trade show. He’s getting ready to speak in a little bit. Tell me a little bit about Recollective again.


No worries. Recollective is an online platform that researchers can use to build a community, essentially of any size, any duration, whether it’s a short project popup community or whether it’s an always-on, long-term, huge community with hundreds of thousands of people. The platform is the same, you can just customize it and brand to whatever you need.


IIeX, have you been here before?


We’ve been a big supporter in the U.S. for the last probably seven, eight years now.


Atlanta, big. They’ve moved it to Austin, right? What do you think about that transition?


We’re looking forward to that. It was getting very busy at Austin.


It felt like a house party.


It did, yes.


We’ll see what it’s like this year in Austin. March, right?




Yes, April, sorry. That’s going to be a fun show. I’m excited about that one.


Yes, me too. I’m looking forward to it.


I do like the venue though, here in Amsterdam. This is spectacular.


Beautiful building.


Oh my gosh, it’s unreal. It’s absolutely unreal. Have you guys exhibited most of the time?


This is only the second time we’ve been to the Amsterdam venue. Most of our business is over in the US. We have a fair footprint in the UK, but we’d love to do more business in Europe, so this is a great conference to be at.


Tell me a little bit more about Recollective. You guys have custom panels, right? Or, communities that you developed for specific-use cases?




Tell me a little bit.


We focus on the technology, so we primarily work with agencies and large organizations that have a research team because we don’t do the research. Our market differentiator is, we’re all about the technology. We provide what we think is the best platform out there for any researcher to use very quickly, to bring their own participants in, to work with a recruiter to get them, and then to build an environment in which they can have meaningful conversations with people. It’s collected in different qualitative ways, whether it’s through photo and video uploads— It might be fill-in-the-blanks, where people are doing Mad Lib style things. It could be through discussion boards. I’d sit alongside them, socialize around responses to questions, lots of different ways in which you can essentially connect with people in that community and have a good conversation.


Do you have a favorite project?


There are lots. We’ve done all sorts of different ones. We ran a project over Christmas. It was about depression. I’m trying to study depression, particularly over a period where people are normally with family. That was great because the people there would be using the community, not just for the research but as their support group. They wanted to keep going. Those conversations were phenomenal. Then we do a whole bunch of financial services, a whole bunch of consumer goods projects. There’s a whole range. Things that build in video— That’s what I’m going to be talking about later as well, are really interesting projects. You get beyond just the core research. You get a lot more context as to what is happening with people, and you can begin to understand them, that much more in-depth. Those are always very interesting, as well.


Tell me a little bit about your talk.


The talk’s on that subject of understanding particularly human behaviors at scale, and how particularly online qualitative can be used to leverage different techniques to uncover what people are thinking, why they act in certain ways that go beyond a simple text response to questions. It’s how we can weave in video, how we can weave in different types of approaches, whether it’s synchronous or asynchronous. It’s just to try and have a better conversation with people, so that we get an authentic story that can then be used by a business to make a better decision.


That’s really powerful. Their data is abstract. Businesses rely on it and feel comfortable in the way that it’s false comfort, because they have a data score that they can attribute to how their consumers are feeling. The problem with that, from my view, is that it lacks the humanization. Without empathy, the brand and the employees that make up the brand aren’t able to shift, meaningfully, behavior and connection with the consumer.


The quality is so important, but it’s only half the story. Without the human stories beneath it to understand the bigger context, you can’t ever have real confidence in the decisions that you’re making, as to whether they’re the right ones for your brand and your product, and so on.


It’s funny, too, so on Happy Market Research Podcast, I interview leaders in market research in major brands, right? Everyone, where maybe two dozen now, have talked about the importance of story, and it’s trumping everything else. You’ve got to have the data. I’m not trying to say you can’t have quant, but it is all about, the better the story, the bigger the lever for change.


If you think about it, as human beings who remember stories best, that’s how we learn. That’s how we understand behaviors, and what’s a good way to behave is through stories. What better way to get across research insights than through a story, the real stories of real people, so that you can use them to connect to other customers in really meaningful ways.


If someone wants to get in contact with you, how would they do that?


Through the website, recollective.com. They can give me a call on my phone number, and everything is on the website as well. They can swing by the booth at the conference. We’re just inside the conference hall. Come and see us. We’d love to chat.


My guest today has been Stephen with Recollective. Sir, thank you very much for joining me on the Happy Market Research Podcast.


Thank you very much.

IIeX Europe 2019 Conference Series – Rob Marjenberg – Qualie

Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Rob Marjenberg, Co-Founder of Qualie.

This Episode’s Sponsor:


Contact Rob Online:




I’ve got Rob with Qualie. Is that right?


Yes, right.


Here, Happy Market Research podcast, IIeX show floor. Day two. How’s it going?


This is the first I’ve been to one of these conferences. It’s just really refreshing. You got a real overall sense of where the industry is going. Because this conference works, it’s more of the edgy type of stuff as well. You get a bit of a mixed barrel like some things which you think, “That sounds amazing but I don’t really know what it is,” and other things which you think, “I’ve heard that type of thing before.” You definitely get the theme of where the industry is heading and the theme it seemed to me that came through really strongly. The last five, or seven years, or something because of this growth of data and the way it’s changing the landscape in market research. Since to me, it’s coming back to bringing the human side of it together with the data side of it. That seems to be the job of the market research industry right now to remarry some of that understanding of that people, and how they think, and how they feel.


The humanization of the data?


The humanization, yes. It might be confirmation bias, but that works perfectly because Qualie is all about that really. It is about humanizing data. It’s been really encouraging for me to see that, you want to be on the sweet spot of where the industry is and where it’s heading to. I feel like, “This is good for me.”


It’s funny about the name Qualie. It’s an industry term as well, right?


It is. Yes.


What’s your role there?


I’m a co-founder and it’s interesting because Qualie, it’s called Quan Hybrid Platform. I saw qualie.com was available as a URL and it wasn’t cheap, but I thought wasn’t that a nice thing to have, because I was always called a qualie. I used to work in a big agency in the qualies and quantities and that type of thing. When we started with Qualie, we were feeling the lot of that good stuff you get, all the magic you get from qualitative research was being lost in this rush to big data and how easy it is to get numbers flowing through the system. I could see what was having qualitative research with this methodology, which was, yes, they’ve moved online a little bit, but that was really just so you didn’t have to go to a central location but didn’t really have much automation behind it, didn’t have much efficiency behind it. The big thing it didn’t seem to have, it didn’t play nice with quant research. There was always these two separate things even in big agencies you had the qualies and quantities and that type of thing.

We tried to think .. and what Qualie is, it’s really a survey platform with the sole qualitative research baked into it. What comes naturally to qualitative research really is to help ground people and help them understand and be empowered to find your own truth with the skills you learn of qualitative research. We put that front and center in our survey. We’ve got explainers, a presenter. My co-founder Ainslie is wonderful on camera. We’ve got 600 of her videos, which working people on get them to understand what the topic is, getting too comfortable what they need to be doing. As you go through, serves another video, short little videos to help them understand what they’re meant to be doing and that type of thing.

Then it’s got a system which I’m almost 100 percent certain is unique in the industry. Essentially, this is that we have a stream of qualitative and quantitative participants in the same survey. The qualitative participants as they’re on the survey responding to material concepts, whatever it might be, and as well as entry, the quant survey questions. They have moments where they have to consider and reflect. We use a little bit of, I call it training, but it’s really only in a little short little video we get to be mindful of the emotions and the feelings that they’re feeling at that particular time and express it on video, on camera in the survey. They distill those thoughts and feelings down to 50 second sound grabs. Then what we do in Qualie in the same survey, the qualie participants receive the same material, answer some questions so we know that, I don’t know on a scale of one to eight they’re on eight. We’re going to serve them now videos from our qualitative participants who score the same way for validation. How do you feel about what this person said? Does this reflect your feelings about what this topic is? Then they will watch that video the qualitative participants done and they’ll rate it from awesome, they nailed it for me to agree with what they say. That generates a number for that video. Once with more quantitative participants coming through, we start to get scores and understand what the consensus opinion of the market is, spoken in the markets on words. You get the numbers, you get the stats, and then you get the consensus videos of these are the people who most reflective the market sentiment to whatever this is. It’s not a qualitative researcher saying, this is really good. This is what’s about, it’s about the market itself determining what the whys are. In a Qualie survey, you get the numbers, you get the data, and you get the why, and the understanding of the one platform.


How long have you guys been in business?


Two years. We’ve built around tech. Started in Australia now, we’re really one the reason we’re here is we’ve got some clients, some in the UK, and we’re doing some work in the United States as well. Pick up we have 34 clients ranging from Google, Coca Cola, Citibank, Australian government.


That’s huge.


Really big clients. What they’re getting at is, they get the numbers, but then they also really quickly understand why and what’s going on in a way that’s different from just stuff coming out of a group discussion.


Who do you compete against when you sell into these brands?


That’s an interesting thing, because and having walked around this hole here and I’ve been trying to see who’s doing what we’re doing. I haven’t found anyone who’s doing what we’re doing. I would say anyone who wants to do a survey should be doing it with a colleague. For that reason, so we do full service for clients, but we’re also launching a self-serve platform. The clients have their own surveys and also potentially track for market research agencies to use the platform to do their own surveys in this way as well. It’ll be like we exchange some time.

We pitch against the big guys like Ipsos and all those types of things and win and then we sometimes pitch against small qualitative agencies and things.


That’s very cool. Congratulations on your success.


Thanks very much.


What is the best part of the conference? Your highlight?


My highlight. (Laughter.) Having a chat with a guy from EGU firm is my highlight. Sometimes the last thing you … Your talk is brilliant overall. I really love that and what you’re doing is amazing too. That was just really, really good. Then the guy after you, he was also really good who was saying, his idea is let’s get a do over the whole market research industry and let’s just focus on what people are doing and not ask them any questions. That thought was a provocative thing to do at a market research conference. I like the fact that that you can have that range of from more fruition to the really the edgy type of new ways of approaching and thinking about behave and tracking behavior and those types of things.

I’ll tell you a big thing for me was hearing some of those panels and discussions yesterday where some of the insights of managers from larger organizations, we’re talking about how their lives have changed, the working lives have changed and managing all the different new platforms, and apps, and ability to get data into their organizations. One of the things suppliers don’t need to understand and recognize is that they are faced with a myriad of options of different approaches and they’ve got a piece of altogether and with limited budgets, think about what’s going to work here and what’s going to fit into our workflows and how we operate. I thought that was really insightful to hear in their own words how they’re adapting. They are adapting and more power to them.


I completely agree with you that the provocative nature of some of the conversations has been for me, it helps me reframe the whole industry. What does a world look like where you never ask a question. That’s really interesting. I don’t think it’s realistic, but it’s super interesting if you can get in that creative headspace. You think about what you’re doing, more inline surveying or however you want to frame it. The interesting part about that is now you have a context of where the insight is being garnered as well. We as market researchers, one of the big opportunities for us is if you frame out the context or the insight from a business point of view, like, “What does the inception point of? I need to know the answer to this question.” Then it helps frame the way that you serve that up to that stakeholder, the insight up to the stakeholder post. Sometimes depending on if you’re up or down the chain in the decision-making process there could be a lot of contexts that need to be provided for that data.


You said that when you gave your talk, they asked you what are the two most important things and one of them you said was a return on investment. Fair enough. The other one you said was storytelling, like telling the story because as well as providing the numbers and that type of thing. Ultimately, it’s about influence and absolutely decision making. One of the things I don’t think the market research industry is great at is realizing that you got to persuade the truth. It’s not just about delivering the information, it’s about persuading the people who are going to make decisions, this is what you need to do. Having those tools and I was talking to someone yesterday, one of the clients here and he says, “Superficially, I need engagement from my people upstream from me.” I said, “It’s not superficial at all, because they’re the ones who got to influence and they’re just people as well who need to understand something on some type of visceral level where you get it and understand that.” The industry and hopefully, it’s starting to happen tools to persuade the truth as outputs of research is there are critical things.


My guest today has been Rob with Qualie. Rob thanks for being on the Happy Market Research podcast.


Yes. It’s been really enjoyable.


If someone wants to get in contact with you, how would they do that?


Yes, they can just email me. The simple version is rob@qualie.com. That’s probably the best way.


Perfect. I got so much.


Thanks. Lovely to meet you.

IIeX Europe 2019 Conference Series – Rie Burke – Innovate MR

Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Rie Burke, Managing Director, EMEA at Innovate MR.

This Episode’s Sponsor: 


Contact Rie Online: 


Innovate MR 


My guest today, Rie Burke, Innovate MR. We are in Amsterdam at the IIeX. We also had dinner in as a group last night which was super fun. Your husband’s hilarious.


I’ll take that as a compliment, and he’ll probably take that as a compliment.


You should! It was the funniest thing ever. I think we came up with a new app idea, right because we had a miscommunication as a group. We somehow combined Tinder and Uber.


We came up with Tuber. There’s an innovation there.


There you go! Innovate MR, tell us a little bit about the company.


We very much focus on technology. Online sample is our specialty, so we do everything from consumer, to B2B, healthcare. We are trying to innovate, as the company is called. We are focusing on DIY platform as well. Recently, we’ve fully launched our Pegasus platform, so that’s been something trendy we’ve been offering to our clients.


That’s a big move, right? There’s a ton of wasted time in procurement of sample and just that getting the bid. I mean, it’s so painful. One of the things in FocusVision, we have the same ingestion process for getting in-depth interviews done on the platform. It was barely email, phone call, literally paper forms. Moving it online, which is such a no-brainer, all of a sudden a massive gain from an efficiency perspective.

When did you launch Pegasus?


I’d say we did an initial launch probably about six months ago. Then we’ve gradually released different countries. We started out in the US, and then now we’re available in the UK. Hopefully, we’ll launch other countries as well to make it available to our clients.


What is the biggest impact on your business, or your customers’ businesses?


Again, it’s really shortening the process, making it accessible. Our clients want various things, so being able to offer that DIY platform along with what we normally provide, which is the ad-hoc samples. It has really started different conversations, I would say.


How long have you been with the company?


A year and a half.


Where were you before?


I was with a company called DataSpring. I come from a very Asian-specialized background so I’d been with them for a very long time. I’ve known Matt, Gregg, and the founders of Innovate for a long time as a client, so it worked out for all of us and I’m starting up the UK business. Well, the EMEA business, based in the UK, so all good.


Do you have a favorite go-to project that might have happened in the last whatever period of time where you’re like, “Gosh, that was really interesting. I’m surprised that we were able to fulfill the project.”?


There’s actually a lot that comes to mind. Which is, I suppose, a great thing. Yes, we do specialize in B2B, so, I’m still personally quite impressed by what we can do in the B2B field. For example, a lot of ITDMs, BDMs, those are the general population you’d think of when you talk about B2B, but we do all the lower IR stuff as well. Like ITDMs and certain industry that provides a certain product, all of that other panel companies can’t really offer, we’re being able to offer online. I wish I could think of a specific project. There’s just so many that we were able to help clients on and they didn’t even expect us to be able to fulfill.


How would someone get in contact with you if they wanted to?


Just through emails. I’m always on emails on my phone. I’m based in the UK, so I work European hours. Of course, we’ve got 24-hour coverage from the US and also our Indian operations as well.


What is your email address?


It is rie@innovatemr.com


Thank you so much for being on the Happy Market Research Podcast.


Thank you for having me.


Great, let’s go enjoy the show.

IIeX Europe 2019 Conference Series – Richard Merrick – Voxpopme

Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Richard Merrick, Client Services Director at Voxpopme.







Richard Merrick, Voxpopme, tell us a little about what you guys do.


We are a video in-size platform. Really, the aim of the company is to make working with video as quick and as easy as possible, so we work with brands and agencies is to make that happen.


How long have you been with the company?


Just over a year, so joined last January.


We’re live today at the IIeX show. You’ve not been to one of these before then.


First one was last year. Initially, I just joined and came right over for it. It’s really good. Really great conference.


You’re based out of London?




What did you do before Voxpopme?


I worked for a few different tech companies. I was with Toluna for a couple of years and before that Instantly. I always worked in the tech side of market research.


You’ve been in the market research space for the majority of your career?




How did you wind up in market research?


Like most people I just fell into it. I’ve done sales and client service success for a while in different industries. Then an opportunity came up with a company called Chow, who was a part of Greenfield way back in the day. I joined those and unfortunately, I’ve been here ever since. (Laughs.)


Yes, I know. It’s funny. There is this gravitational pull for if you make it for about three years to five years in a career, I feel like it’s hard to break out of the space.


Yes, you’re just stuck in. (Laughs.)


It’s a big industry, it’s exciting. We are going through a lot of change right now. Of course, Voxpopme right on the forefront of that with video insights. What are you seeing that’s resonating with your customers as it relates with video right now?


There are a few different things. Firstly, and this is a quote from an actual customer, brands particularly now have more data on customers than they’ve ever had in the past. What that’s led to is the lack of empathy for consumers because they’re just stats. They look at graphs, dashboards so the power of video is to really bring the consumer back into those brands and one of the things that we always hear back from clients is the impact that it can have internally. Instead of just going through a PowerPoint presentation with stats on there and details so to be able to show a two to three-minute video bringing all those messages to life just really helps with them getting across the messages to their stakeholders or their clients.


In 2013, I did a study for eBay. Maybe it was 2012, excuse me. In the study, it was an Amazon versus eBay comparison and contrast and it was an important project for them from a strategic perspective. As I worked with the internal researchers, I was at the site at the time, and we came up with this presentation, charts, graphs, et cetera. Finally, I’m like, it just didn’t feel exactly human, so we did video testimonials as part of the survey itself so people would record themselves talking about why they use eBay, why they use… We incorporated a few of those choice videos into the PowerPoint presentation. It made it all the way up the board of directors and one of the board members said, “This is the first time we’ve had the voice of the consumer in the boardroom.”


Oh, wow. That’s incredible.


It really goes to talk about how we as an industry on the quant side, not the qual side, but on the quant side have done a bad job of humanizing data. Nobody has 2.3 kids. In that framework, what you guys are doing is really important because it isn’t enough for the now what and so what. They’ve got to deliver insights that are going to move the organization to change and that only happens if you can connect with it on a human level.


Yes absolutely. I saw a few of their events. One of the challenges a lot of researchers have within brands is being able to socialize their research internally. A lot of the times, it would just be a project to address a particular problem and no one else in the business will action on that. This is where video can have a really important part to play. It’s very easy to socialize the research. You just click on a button and you just have to watch for three minutes and you take away the key points.




That’s the power of video really.


My guest today, Richard, Voxpopme. Thanks very much for the being on the Happy Market Research podcast. Have a great rest of the show.


Thank you.

IIeX Europe 2019 Conference Series – Richard Collins – Askia

Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Richard Collins, Chief Customer Officer at Askia.

This Episode’s Sponsor: 


Contact Richard Online: 




We are live at IIeX. What do you think about the show so far?


It’s good. This venue is awesome. It’s probably the best one on the roster that we go to. They run it really well, good content loads. It loads of different things you’re going to learn here. I don’t have a booth this year. I’m regretting that. I think I’ll get one for next year.


Yes, it’s been for PureSpectrum, it actually has been really good for us. It’s been a lot of activities. It’s perfect. I love the activity map. Askia, what’s going on with Askia?


Askia, we’ve just changed our tagline. We’ve been software for surveys for 20 years, and we’re now automating insight because a lot of our clients, they’ve got Askia in the middle of what they’re doing and what you’re doing is so hard. There is so much technology involved, it’s so more complicated than it used to be. We’re working with companies like KPMG companies, companies like Hall and Partners where we are at the center of what they’re doing. But they’re using lots of other things to link through to it. Lots of automation, lots of APIs, lots of really clever things.

We’re doing a lot of custom things for clients. There’s a lot going on at the moment and the business is definitely changing. We’re having to be less of just a software company to almost more of a consulting company. They have research operational problems and we help them solve those.


That’s actually really interesting. What are you seeing… because you’re a veteran of the industry. You’ve touched a lot, right? Qualitative technology, quant technology, quite a few from a global point of view, what are you seeing as trending right now.


Automation’s the big word. Everyone is trying to save time to the bits that can be automated to do those. Whether it’s sampling, whether it’s waiting, whether it’s getting data, merging data, data processing. Those things that are difficult and could potentially be to automated. That’s the trend I’m seeing.


Yes it was blockchain last year. Right?




It’s funny. It’s like one in one year, there just hasn’t been a lot of mention of blockchain.


I think there have been two papers both today. Yes that’s right. I expected there might be that there were loads last year.


Yes exactly. I guess my broader point is, do you feel like automation is here to stay or do you feel like it’s more faddish?


No, I think it’s here to stay. There are all sorts of different ways you can have AI and whether it’s pure AI or not, I don’t think it really matters. It’s whether you can be taking the best of human skills, automating those where possible, where it makes sense. You can save an awful lot of money, save time, and get those people who are smart. We got some really smart people in the industry, getting them focused on generating insights and helping them generate insights. Things like automating on the analytics so to be able to pull out the analytics, what are the main themes coming through from this study without interaction and then the researchers will come in and then expand those, explore those.


Yes, I actually, I think you’re exactly right on the automation viewpoint. It’s funny because we’d been doing it, it’s like cloud computing. We were doing stuff in the “cloud server base” well before it was defined. We just wrapped a new word around it and all of a sudden.


We’re actually saying, people are asking for things away from the cloud, so they want control.


Centralization. Is that around consumer privacy?






Some people they want to necessarily not go into the cloud. They want to know exactly where the data is and be able to lock it down, which fits well with, with Askia. With about a half our clients, they weren’t like that anyway for heritage reasons and actually that says come full circle that half the people we speak to, they don’t want to go cloud.


Maybe just don’t, there’s a lesson there. Just don’t jump on the bed, things will be right.


We are about to launch a whole web version of Askia which has been a long time in the making. Then suddenly people said, no, we don’t want that. Just give us your on premise.


That’s hilarious, that’s great. I love it. I tell you what, for every business out there, there is a thousand different ways to ask one question and market research processes followed exactly in that space. That’s where I think like we’re just as an industry framing research automation in the last 12 months, it is buy in exactly is a great example is kind of a leader in the space. Now you know what you’re doing here spectrum too, right? There are a ton of players in research automation.


Foster junior yesterday, they were talking about that.


In no way, shape or form, this is a rising tide principle. I don’t think it’s going to be a winner, take all type of role. I think that you’re going to have bigger players and smaller players, but you could be a smaller player and how the hell of a good size business in this space. Now it’s just a huge opportunity, Blue Ocean, right? Blue Ocean opportunity for the next three to five years. Because the corporations, they still haven’t figured out how to inject at the right time in the right spot for the decision making. As that happens, that’s where the automation comes in.


We’re seeing some of our clients are doing incredibly complicated work stone, so it’s not all going for that small templated research that that’s a factor and a growing factor. But there are still some beasts of surveys out there. They’re really important to do it, censuses and for social research, there are still a lot of that going on and that’s mixed methodology to this. We’re not changing lock, stock and barrel, but there’s a shift for sure.


Yes, for sure. Are you going home tonight?


Tonight? Yes. Back to London.


Yes. Good. We’re winding up last day. Next year, do you think you’re going to exhibit?


Yes. I think so. I’ve been impressed. Wherever it is, whether it’s an Amsterdam, I hear rumors of Barcelona.


I’ve heard that too. I would hope for, that would be spectacular.


Yes Barcelona is a fantastic place.


I will be taking my wife and we will be having any extended period of time without children. (Laughs.)


Yes you need that too.


If someone wants to get in contact with you, how would they do that?


Richard@askia.com, very simple. I’d love to hear from you.


Perfect. That’s it. Thanks for being on the show.


Pleasure. Thanks Jamin.

IIeX Europe 2019 Conference Series – Ranier van Rietschoten – Veylinx

Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Ranier van Rietschoten, Co-Founder and CCO of Veylinx.

This Episode’s Sponsor: 


Contact Ranier Online: 




My guest today is Rainier from Veylinx. Thanks so much for being on the Happy Market Research podcast.


Thank you. Happy to be here.


We’re day one IIeX. How’s the show going?


It’s pretty good so far. I’ve been able to see a couple of presentations, but I’ve also spent quite some time at our booth, talking with fun and interesting people.


Yes, clients.


Also, clients. Yes, I think third or fourth year that we are here at IIeX. It’s always one of the highlights of our conference calendar because they focus a lot on putting innovation in the spotlight, which is also something where we feel quite passionate about. That’s always good fun and we have some current clients and of course also some really nice new interesting people that we can always meet every year.


Veylinx, you are the founder of the company?


That’s correct.


Tell me a little bit about that.


Veylinx was founded about four years ago. I’m one of the founders together with Anouar and Anouar is a scientist working actually at the University of Amsterdam in the field of behavioral science. When he got introduced to it into market research, he saw that especially within innovation testing, a lot of the work, in innovation foundation evolves around measuring intents so you ask questions, “Are you considering purchasing this product? How often? How much are you willing to pay for it?” Coming from a behavioral science background, you always learn, don’t ask what people think they’re going to do, but measure what to really do. What we have done is actually we took an approach from behavioral science and introduce it with market research. What we did is we built this tiny ecommerce platform on which we host auctions of products that we want to research. Then by looking at the bits on those products, we can make predictions about many people want to buy this or very few, how should you position it? So one half can bid on a Heineken beer saying it’s ice cold, the best and the other half bits on the Heineken beer for claim it says brewed of natural ingredients and then we can see which position works best and who are the people most interested in buying this? We’ve a very efficient tests that is fully behavior based. We can basically do full concepts and ID evaluations.


How long does the project usually take?


It’s quite fast. When we run a project, typically when we go live with the field work and field work takes anywhere between two to five days. One day later we can deliver top lines and then a few days later we can deliver full polished brief.


You’re doing everything for the customer in terms of helping them design the project execution, analytics and reporting.


We have both. We have our full stand-alone platform and with some clients they set up their own projects or doing their own analytics. We just delivered them the platform. But for the majority of our clients, especially in the CPG and consumer electronics industries, we’re providing the surfaces as well.


That makes it a lot of sense. You said this is the third year or fourth? I apologize. The fourth year here at IIeX. How’s this year shaping up compared to previous ones?


It’s interesting, IIeX has grown a lot bigger, which I think is great because it’s proof that the industry is evolving. Also, when I think about four years ago when we were showcased as a startup, we saw there were a lot less startups in the industry and also it was a lot harder to have clients open up and experiment something. It’s really become more of a strategic objective even for clients to look around to see what is innovative, what is new and live more with startups, it’s a lot more accepted than I think it’s a great improvement that the industry is going on and IIeX I think one of the brilliant platforms to achieve that because it’s such an efficient way of identifying like what is new, what is interesting, where are the market trends going? I think that has always stayed true but it’s just grown a lot in terms of size, in terms of professionalism and it’s an interesting place to be.


Veylinx is the name of the company. How did you come up with the name?


It’s actually an interesting story but we are a Dutch company by origin and I said it started as an academic project and it needed the project name and there was no way in the beginning the intention to start a company, let alone an international company. It’s actually a combination of two words and one word is “veiling”, which is a Dutch word for auction because we use auctions as a means of research. Then “links” is a bit related to web links because it’s all digital and online.


Very clever, how big are you guys? How many employees?


We are now with a team of a little bit of 20 people, a head office in Amsterdam and I recently relocated to New York to open up our first USA office.


Congratulations. How is it living in New York?


It’s a lot of fun. It’s so much to do also for us, it’s an important market. We have a lot of clients already there in the region so it makes a lot of sense for us to be there.


Are you guys looking at the West Coast eventually or no?


Initially the East Coast, New York because it’s easier to fly into and the majority of our clients are in that region. At some point of course we want to move to the West Coast as well as it’s also very relevant, especially in the electronics and surfaces markets where we do more and more for work as well. It could be very relevant.


That makes a lot of sense. How does somebody get in contact with you?


They can drop me an email or go to our website or website is www.veylinx.com. My email address is rainier@veylinx.com. That’s, R-A-I-N-I-E-R@veylinx.com.


Veylinx is, V-E-Y-L-I-N-X. Thank you so much Rainier for being on the Happy Market Research podcast.


Thank you so much for having me. Have a good show.


Appreciate it.

IIeX Europe 2019 Conference Series – Rahul Krishna – Prodege

Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Rahul Krishna, Director EMEA, Client Solutions at Prodege.

This Episode’s Sponsor: 


Contact Rahul Online: 




We are live today at IIeX in Amsterdam, morning time. Where are you from?


I am from London.


For you the time zone is not a big deal.


No. Not so much.


Tell us a little bit about Prodege.


Prodege is one of the largest online panel companies in the world. Prodege is at heart a consumer internet company. Our users are panel members or whatever term you want to use, who do a bunch of different things. They shop, they search, they play games, they also take a lot of market research surveys and that way they stay engaged. That way the data that market research agencies and end clients get from us is fresh and diverse.


How big is the panel?


The actual panel size is about 60 million members all over the world. It is a very large panel distributed all over the world but primarily in the United States and the UK.


How do you get your panelists?


We use a bunch of different channels, we look for internet properties where people are… Where internet traffic is looking to do things. But most interestingly a lot of our panel base recommends to other people. When they come to our internet properties and they take surveys and they shop and they do other things, they find a lot of value. Also the heart of the company, people… I think this is about giving back to people. Whatever rewards people make they tend to recommend to other people. It is so good that they recommend their families and friends and they come back to join our panel.


Your panel incentive structure, is it based on reward points or is it based on cash?


It is based on points. It is not based on cash, but you can convert those points either into multiple gift vouchers and also get a PayPal card for example. You will never ever get cash.


It totally converts?




One of the things that I have been hearing specifically from Roger Verhulst, who is head of insights from LinkedIn, is that participation rate for email solicitation is on its way down. Do you guys have a unique way that you engage and notify your panelists about survey opportunities?


I completely agree with you that the email participation is very down. If you look at the millennial for example, the amount of time millennials spend on internet is very difficult to get their attention through email, so we have a very sophisticated dashboard where people can interact with us. And also don’t forget that we have different channels through which we interact with our members. It is very diverse. We want them to shop, we want them to search, we want them to take surveys so we have come up with a very interactive dashboard where people can just… If they are tired of taking surveys, they can shop. If they are tired of shopping, they can do other things as well.

And I think that has been one of the ways we’ve been able to keep the panel active. Also mobile is a big way we are also interacting with people. We have mobile apps where people can come and take surveys and also do other things.


That sounds pretty exciting.


Yes it is. I think in this day and age, we have been very successful in finding out different channels where we can keep our participation rates high.


If someone wanted to get in contact with you, presumably to be a customer or have questions, how would they do that?


They can obviously visit our website www.prodegemr.com, or they can reach out to me at rahul.k@prodege.com.


And that is R-A-H-U-L?


Dot k@P-R-O, D for delta, E-G-E.com


It almost sounds like we are landing a plane when we do that.


That’s true.


Thank you very much for joining me on the Happy Market Research podcast.


No. Thank you, I really appreciate the opportunity.

IIeX Europe 2019 Conference Series – Paul Neto – Measure Protocol

Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Paul Neto, Co-Founder and CMO at Measure Protocol.

This Episode’s Sponsor:


Contact Paul Online: 





Everybody, thanks for tuning in today. We’re live at IIeX in Amsterdam. This is the first time I’ve been to this show. I’m joined today by Paul Neto, Measure Protocol. Sir, thanks very much for being on the Happy Market Research podcast.


Thanks for having me. It’s good to be here.


We are early on day one. What do you think about the show so far?


For one, it’s a great venue and the talks are looking to be pretty interesting. It’s a great lineup for today here.


We’ve had four talks so far, is that right? Have you been able to hear any of them yet?


Yes, I sat in on one this morning. Both talking with Lacoste on how they’re introducing these agile methods into the research processes.


Useful stuff?


Yes, very good stuff.


Has it been pretty good for networking?


Yes, I heard it’s about 650 people here, and it’s with a great venue. It’s very social and very adapt for socializing.


It’s been really good. Are you going to the research club event this evening?


Yes, I think it’s one that can’t be missed.


(Laughs.) We were out till 1:00 a.m. yesterday, or I guess this morning, technically. Which was all by accident, I was just with our MD here in Europe. Anyways, I wish I would have slept a little more but that is what it is.


Yes, that’s what these conferences are like.


My late grandmother had a saying, “If I lay down too long, they’ll start throwing dirt on me.” (Laughs.)


I’m probably the only person here who can say this is his first time in Amsterdam. I’ve come through the airport many times but first time spending some time in the city.


Mine as well by the way. I’d never been to Amsterdam.


We’re in the same club.


What a city?


Yes, beautiful. Just beautiful.


Tell us a little about Measure Protocol.


Sure, I guess a place to start is just this past June we actually won the IIeX innovation startup competition in Atlanta.


Which is huge! Congratulations. I was there, a part of that whole thing.


It’s set forth some pretty good momentum. We are a blockchain based startup where we’re using blockchain and some interesting cryptography to build a data marketplace where you can buy and exchange data which includes participating in survey-based research and passive data. Really, using some of the blockchain attributes help build what we call, “A marketplace of trust.”


I like that, “Marketplace of trust.” Talk to me a little bit more about the trust angle as it relates to a blockchain.


We get trust from a few things, one is the fact that it’s decentralized nobody owns it, you can’t change it. Also that it’s transparent by nature. Across numerous industries their using these technologies to provide transparency into things like senile supply chains. We believe that transparency is one of the key components in building trust. Within the research industry, I think there’s a number of mechanics we can take advantage of and use this to build this trusted marketplace.


Last year was huge with respect to blockchain being the new AI or whatever you want to call it, the trend. Tell me how the spaces evolved in the last 12 months since I saw you last in Atlanta.


It’s been an interesting 12 months. The best way I would describe it is it’s gone through a cycle of maturity. There was a lot of height. There was a lot of talk around cryptocurrencies, and there’s also been, “What’s happened with the bitcoins and everything?” What we’re really trying to see is outside of just these white papers being published and these tokens being released, we’re starting to see a lot of legitimate businesses that are founded on basic business models. Really looking at maturity and starting to look at some real implementations. We’ve really taken that approach of, “Let’s take a core business problem and use blockchain as one of the tools to help accomplish it.”


You have customers?


Yes, we’ve spent almost the last year doing development and actually this week we’re launching a pilot program with a number of brands and research agencies. We’re on the cusp of commercial release.


Paul, if someone wants to get in contact with you how would they do that?


Best place is contact me directly at paul@measureprotocol.com or hit us on our website at measureprotocol.com.


Paul, thanks very much for being the Happy Market Research podcast and I hope you have a great time in Amsterdam.


Great, thanks.

IIeX Europe 2019 Conference Series – Roy Patel – Pathmatics

Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Roy Patel from Pathmatics.

This Episode’s Sponsors:

G3 Translate


Contact Roy Online: 




Hey everybody, welcome back where we are live today at IIeX and the Happy Market Research podcast. I have a special guest, Roy with Pathmatics correct.


Correct Jamin, Roy from Pathmatics.


(Laughs.) We had dinner out of complete fluke with a larger group a couple of nights ago and it was an absolute blast, a 2:00a.m. for me, event.


Was it that late?


We left after dinner and went to one last bar, Steven and I, and there was a drunk Irishman and his wife that were at the bar and they kept ringing a bell that hangs over the bar. The tradition is if you ring the bell, you buy the bar a round. He wound up buying two rounds.


I didn’t know about the after party. Sorry.


Yes. I didn’t either and neither did Steven, so it was like a complete crazy thing. We felt it was one of those like socially awkward. It’s like you always had an extra beer in front of you, anyway, it was not my best morning. It was not the best look for me the following morning.


The luck of the Irish is I would say with Steven and you’ve got two from him, so yes did very well.


That’s true. What do you think about IIeX?


It’s the fifth one I’ve been out of six. It’s the biggest in terms of attendees and the actual conference itself in terms of space and exhibitors and brands and research agencies. Yes, it’s an eye opener in terms of new things that are now evolving. The whole thing about AI as an example, it’s top of mind and there’s a lot more debate about AI or the whole area of data integration in terms of taking large datasets and integrating them. Companies like Knowledge Hound, for example, the whole era of automation for example as well. From a sampling perspective, research perspective. It’s interesting compared to maybe three, four years ago it was more traditional research orientated sub-topic matters.


One of my observations with IIeX is, and I honestly just, this was my one aha moment on this in this event is AI. The way that we’re talking about AI now is, it’s a practical application to real-life business. Whereas when it was first introduced maybe three-ish years ago it was just this concept and we really couldn’t map it to this is the terms of trade or this is how you apply it to better the researcher’s life. It was much more theoretical. My theory is that with technology, you have an adoption curve and it just takes a little while for things to percolate enough and for us to have a meaningful conversation about it. What IIeX does is it gives you a way to see what you’re going to be talking about maybe in a year or two.


Absolutely. IIeX as a platform for innovators to maybe preachers the wrong word, but to make it a topic of debate about what’s going to happen in the future. It’s a great platform.


Yes for sure. The theme of this one has been automated insights clearly, right? It’s funny too because if that was not planned, I don’t believe by the conference. It just has worked out that way. What do you think about automated insights? What’s driving that?


It’s funny, automated insights, AI. (Laughs.) You talk about artificial intelligence, but automated insights know the same acronym as such. Automation is going to play a major part moving forward. It’s all about making things not necessarily faster, better, cheaper, which used to be the old mantra, it’s really about making things definitely more efficient. Rather than a faster, it’s more about making it more efficient. It’s all about making things more tangible, real-life experiences in terms of making things automated through various sources. Then the other aspect is really in terms of adding value. Automation plays an interesting part in bringing things together and adding value to the bottom line, but I want to see, it’ll be interesting, see how that pans out over the next 12 months.


Then in the reality is that automated insights is a little bit, it’s like we’re naming things that have already been in existence, right? You have a storied career, Nielsen.










Both of those companies, of course, have a ton of automation built into their insights. It’s just about automating workflows really, isn’t it?


Yes, absolutely. You could argue that if you go back 20 years ago and things were automated then, but just in a different way.




I would agree with that. Yes, definitely.


For sure. We’re naming it right. That’s what I do like about it is it’s like cloud computing. There was cloud computing before there was cloud computing. Just like conjoined exists and a lot of ways what we’re calling AI is a version of conjoint. By naming it, it is nice because it is prating a centralized focus on what I’m seeing is a big theme, especially with the Qualtrics acquisition of like integrated insights. I would say that is maybe the eye AI here is probably even a better name for it because that the integration of the data collection or the consumer opinion as early as possible in the product creation stage is going to create a better, more efficient outcome for the brand.


Yes. There was, I can’t remember maybe it was today or yesterday. There was a brand talking about, getting to continue consumers early enough to collect that data and put it through the processes so they can really then get things a lot earlier in the life cycle. As I said, you and me had the story about telling you a true story. When I was at Kantar another where we had a leading client that used to say that 70 percent of the research they did was never implemented in any way or form, purely because by the time a project was instructed and then done by the research agency and then the research consultant will come in and present it. It was out of date.


Interesting. Yes because the market is always constantly moving and evolving.




There is no flash freeze of market conditions. Correct. That’s where you need, you think about like product decisions. If you’re a UI designer or a user interface designer and somebody is in, you’re creating and you’re iterating, if you could inject though, what does the customer think about this particular unit? An ingestion of insight at that point in time into those UI tools is a potential. Now, all of a sudden, you’re moving outside of market research, right in a big way. That’s where, like market research, needs to grab hold of this and then empower the whole organization.


I would agree. There is this gray area, you talk about market research and talk about market intelligence, syndicated data the likes of Forrester or Gartner. We’re also providing research as a vehicle. We talked to consumers, they talked to stakeholders and I can see a great synergy with automation and AI bringing in a lot of those things together. That’s where the real value proposition is. Let’s see what happens. Interesting.


Tell me a little bit about Pathmatics based out of Santa Monica and we are in Amsterdam.


Absolutely. Pathmatics, it’s interesting. We just talked about the companies in the periphery and Pathmatics is not really, we don’t see ourselves as a market research company. We see ourselves as a data analytics company around advertising content. What we do is we capture digital advertising and then present all of that data in a meaningful way for marketers, agency folks, and media publishers to utilize that data as a competitive intelligence source. The simplest example would be, if I’m a Coke exec, I could see everything that PepsiCo is doing in the digital ecosystem. I understand the messaging, the creative formats, the size where they’re advertising, when they’re advertising, so that’s data that we provide. It’s very unique, whether as I say, the Nielson of Digital. Nielsen does for TV and have done it for many years very well and that’s what we do for digital.


Do you think there’s going to be room for voice in that, like thinking about Alexa or Google?


That is being looked at the moment in terms of companies are looking at, how do you capture the whole area of VR, especially on media, from the media measurement point of view. It’s one of those ones where the adoption has to reach a critical max before the research agencies say, “Right, we’re going to make an investment in terms of how do we start collecting that data.” It might be a question of where you’ve got the likes of Amazon and Alphabet who might have to work with a leading agency to say, “Look, guys, let’s pair up here.” Similar to the things that Facebook have done with companies like Nielsen and Comscore in terms of understanding what’s happening within the Facebook ecosystem for social media data. Yes, that will happen.


If someone wants to get in contact with you, how would they do that?


The simplest way I would say is roy@pathmatics.com.


That’s P-A-T-H, Matics, M-A-T-I-C-S dot com. Of course, it’s always in the show notes. Roy, thanks for being on the Happy Market Research podcast.


My pleasure Jamin.


Safe travels, sir.



IIeX Europe 2019 Conference Series – Paul Hudson – FlexMR

Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Paul Hudson, Founder and CEO of FlexMR.

This Episode’s Sponsor:


Contact Paul Online:




My guest today is Paul, FlexMR. Paul tell me about FlexMR.


FlexMR, we’ve been around for nearly 20 years, the last 10 building a research platform. We’re a technology-driven agency and our platform is a technology platform that is enterprise wide and our service level is everything from assisted service to full service. We’re an agency with a platform provider.


Very interesting, so tell me about the platform.


Yes, so the platform combines qual and quant. It was the first and I think it’s pretty much the only one that has qual and quant in one place as opposed to different things plugged into an API. That allows our clients to agilely move research from qual to quant back again, and that’s really been very useful for our client moving to more intuitive techniques in the years.


That’s interesting. It almost creates this, it propagates an agile point of view on your research.


It does, exactly. We deliberately built a live chat in there, not just discussion boards next to the quant so that you literally you can do a survey, you can field that, and then you know obviously stakeholders say why did they say that? Well, we can then follow that up now. We can recruit specific people to answer this specific question and then pop them into a live chat or a discussion board and then follow it up.


How are you, how much time is around that, like let’s say that I’m you know whatever doing my quants, then I have a question, right. How long is it from inception of the question to delivery of the insight?


It varies really. It depends on—


Hours? Days? Weeks?


Well, it’d be days probably. Yes. I mean hours if you wanted one or two responses probably. You could get a quick poll out there in 24 hours.


Yes, got it.


And get the results back.


How are you getting respondents?


Typically it’s, we work mostly directly with brands, so we’re using a lot of their client lists. But again we work with sample providers as well to recruit in and fill ad hoc surveys. A lot of our clients do these and want to use our platform and then serve ad hoc surveys outside of recruited panelists.


What does a typical engagement look like with FlexMR?


It’s a partnership one, so it’s a continuous one. It’s a subscription to our service model on a 12 monthly basis and clients subscribe to the platform, to the tools they use, and then the service level that they want because we are at the end of the day, researchers, not just technologists. We have, you know, a full-service agency behind the scenes.


That’s pretty exciting. If someone wants to get in contact with you, how would they do that?


Direct through the web, FlexMR.net is the place to go. You can look at videos and lot of content on there as well and get in touch through there.


That’s FlexMR as in market research dot net.


Dot net.


Really quick, I know you got a flight but IIeX, we’re ending day two. What did you think?


Yes, fantastic. Just as good as last year when I came to the EU one for the first time. It had some really good stuff at automation AI, obviously, but I think the take away for me was around democratizing in sight. Not talked about enough so it stands out for me.


Yes, that’s right. You know, I was just talking earlier with another guest and for me, that was my big take away, is market research is more relevant than ever before, and at the same time though, there’s a democratization of access to insight that’s happening across the organization. So now, it’s a responsibility and an obligation, I believe, of market researchers to reassert themselves, ourselves, as the sage on the hill and help everybody else empower to do research.


Absolutely. I mean, I see FlexMR’s mission and our mission, if you like, is to try and get insight into as many decisions, every decision, in an organization. That’s we all should be trying to do and that’s really why we got that enterprise-wide platform. But, you have to remember 20 years ago market researchers were out collecting data.




That’s gone.


It was like a logistics exercise.


It was a logistics exercise. That’s gone, so data is democratized already in an organization whether we like it or not. Really, it’s about taking it to the next stage, embracing it and not being scared of it. I think democratizing organization is a powerful thing, it will get insight into the point of decisions, and I think we as researchers have to think about where we fit in that chain. And that’s exactly what we’re trying to do. Where do we fit in that mission?


Just lovely. Paul, FlexMR, thanks so much for being on the Happy Market Researcher podcast and safe travels my friend.


Thank you. Cheers man.