IIeX Amsterdam 2019 Podcast Series

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:

GreenBook

Contact Stephen Online:

LinkedIn

Recollective


[00:02]

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.

[00:17]

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.

[00:41]

IIeX, have you been here before?

[00:45]

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

[00:51]

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

[00:52]

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

[0:57]

It felt like a house party.

[00:58]

It did, yes.

[01:01]

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

[01:05]

April.

[01:06]

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

[01:07]

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

[01:09]

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

[01:11]

Beautiful building.

[01:14]

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

[01:19]

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.

[01:33]

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

[01:44]

Yes.

[01:45]

Tell me a little bit.

[01:46]

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.

[02:38]

Do you have a favorite project?

[02:40]

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.

[03:35]

Tell me a little bit about your talk.

[03:38]

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.

[04:15]

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.

[04:48]

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.

[05:08]

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.

[05:35]

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.

[05:59]

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

[06:03]

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.

[06:14]

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

[06:21]

Thank you very much.

IIeX Amsterdam 2019 Podcast Series

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:

GreenBook

Contact Rob Online:

LinkedIn 

rob@qualie.com


[00:02]

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

[00:05]

Yes, right.

[00:06]

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

[00:12]

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.

[01:05]

The humanization of the data?

[01:06]

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.”

[01:27]

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

[01:31]

It is. Yes.

[01:34]

What’s your role there?

[01:36]

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.

[05:10]

How long have you guys been in business?

[05:11]

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.

[05:28]

That’s huge.

[05:29]

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.

[05:42]

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

[05:45]

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.

[06:32]

That’s very cool. Congratulations on your success.

[06:36]

Thanks very much.

[06:39]

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

[06:44]

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.

[08:11]

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.

[09:27]

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.

[10:28]

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

[10:35]

Yes. It’s been really enjoyable.

[10:37]

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

[10:39]

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

[10:45]

Perfect. I got so much.

[10:47]

Thanks. Lovely to meet you.

IIeX Amsterdam 2019 Podcast Series

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: 

GreenBook

Contact Rie Online: 

LinkedIn

Innovate MR 


[00:00]

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.

[00:17]

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

[00:19]

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.

[00:32]

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

[00:40]

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

[00:45]

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.

[01:12]

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?

[01:51]

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.

[02:06]

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

[02:14]

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.

[02:39]

How long have you been with the company?

[02:40]

A year and a half.

[02:44]

Where were you before?

[02:45]

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.

[03:15]

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.”?

[03:28]

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.

[04:21]

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

[04:25]

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.

[04:41]

What is your email address?

[04:42]

It is rie@innovatemr.com

[04:47]

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

[04:50]

Thank you for having me.

[04:51]

Great, let’s go enjoy the show.

IIeX Amsterdam 2019 Podcast Series

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.

THIS EPISODE’S SPONSOR:

GreenBook

CONTACT RICHARD ONLINE:

LinkedIn

Voxpopme


[00:02]

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

[00:07]

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.

[00:17]

How long have you been with the company?

[00:20]

Just over a year, so joined last January.

[00:22]

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

[00:28]

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

[00:35]

You’re based out of London?

[00:36]

Yes.

[00:37]

What did you do before Voxpopme?

[00:38]

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.

[00:48]

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

[00:51]

Unfortunately.

[00:52]

How did you wind up in market research?

[00:56]

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.)

[01:14]

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.

[01:27]

Yes, you’re just stuck in. (Laughs.)

[01:28]

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?

[01:44]

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.

[02:33]

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.”

[03:40]

Oh, wow. That’s incredible.

[03:42]

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.

[04:15]

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.

[04:45]

Exactly.

[04:46]

That’s the power of video really.

[04:48]

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

[04:55]

Thank you.

IIeX Amsterdam 2019 Podcast Series

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: 

GreenBook

Contact Richard Online: 

LinkedIn 

Askia


[00:02]

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

[00:06]

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.

[00:24]

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?

[00:39]

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.

[01:35]

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.

[01:51]

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.

[02:18]

Yes it was blockchain last year. Right?

[02:18]

Mm-hmm.

[02:19]

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

[02:25]

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

[02:35]

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?

[02:43]

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.

[03:36]

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.

[03:59]

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

[04:02]

Centralization. Is that around consumer privacy?

[04:07]

Yes.

[04:09]

Interesting.

[04:10]

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.

[04:32]

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

[04:38]

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.

[04:48]

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.

[05:18]

Foster junior yesterday, they were talking about that.

[05:23]

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.

[06:07]

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.

[06:36]

Yes, for sure. Are you going home tonight?

[06:39]

Tonight? Yes. Back to London.

[06:45]

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

[06:53]

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

[07:00]

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

[07:04]

Yes Barcelona is a fantastic place.

[07:06]

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

[07:11]

Yes you need that too.

[07:13]

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

[07:15]

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

[07:20]

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

[07:24]

Pleasure. Thanks Jamin.

IIeX Amsterdam 2019 Podcast Series

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: 

GreenBook

Contact Ranier Online: 

LinkedIn 

Veylinx


[00:02]

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

[00:08]

Thank you. Happy to be here.

[00:10]

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

[00:13]

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.

[00:23]

Yes, clients.

[00:24]

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.

[00:52]

Veylinx, you are the founder of the company?

[00:56]

That’s correct.

[00:56]

Tell me a little bit about that.

[00:57]

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.

[02:20]

How long does the project usually take?

[02:25]

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.

[02:39]

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

[02:48]

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.

[03:08]

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?

[03:18]

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.

[04:19]

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

[04:24]

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.

[04:55]

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

[05:00]

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.

[05:11]

Congratulations. How is it living in New York?

[05:18]

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.

[05:29]

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

[05:30]

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.

[05:48]

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

[05:51]

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.

[06:06]

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

[06:12]

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

[06:15]

Appreciate it.

IIeX Amsterdam 2019 Podcast Series

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: 

GreenBook

Contact Rahul Online: 

LinkedIn 

Prodege


[00:00]

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

[00:07]

I am from London.

[00:08]

For you the time zone is not a big deal.

[00:10]

No. Not so much.

[00:13]

Tell us a little bit about Prodege.

[00:15]

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.

[00:46]

How big is the panel?

[00:49]

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.

[01:04]

How do you get your panelists?

[01:07]

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.

[01:51]

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

[02:03]

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.

[02:18]

It totally converts?

[02:19]

Absolutely.

[02:31]

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?

[02:53]

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.

[03:53]

That sounds pretty exciting.

[03:55]

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.

[04:08]

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

[04:12]

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

[04:23]

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

[04:26]

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

[04:33]

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

[04:34]

That’s true.

[04:35]

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

[04:37]

No. Thank you, I really appreciate the opportunity.

IIeX Amsterdam 2019 Podcast Series

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:

GreenBook

Contact Paul Online: 

LinkedIn

MeasureProtocol

paul@measureprotocol.com


[00:00]

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.

[00:16]

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

[00:17]

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

[00:22]

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

[00:30]

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

[00:35]

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

[00:47]

Useful stuff?

[00:48]

Yes, very good stuff.

[00:49]

Has it been pretty good for networking?

[00:51]

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.

[01:00]

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

[01:03]

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

[01:03]

(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.

[01:19]

Yes, that’s what these conferences are like.

[01:20]

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

[01:28]

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.

[01:36]

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

[01:40]

We’re in the same club.

[01:40]

What a city?

[01:44]

Yes, beautiful. Just beautiful.

[01:45]

Tell us a little about Measure Protocol.

[01:48]

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

[01:56]

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

[02:00]

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.”

[02:33]

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

[02:39]

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.

[03:13]

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.

[03:32]

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.”

[04:18]

You have customers?

[04:20]

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.

[04:37]

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

[04:42]

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

[04:49]

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

[04:54]

Great, thanks.

IIeX Amsterdam 2019 Podcast Series

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

GreenBook

Contact Roy Online: 

LinkedIn 

roy@pathmatics.com


[00:02]

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.

[00:13]

Correct Jamin, Roy from Pathmatics.

[00:16]

(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.

[00:27]

Was it that late?

[00:28]

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.

[00:48]

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

[00:50]

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.

[01:08]

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

[01:15]

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

[01:21]

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.

[02:16]

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.

[03:06]

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.

[03:20]

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?

[03:34]

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.

[04:36]

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.

[04:48]

Yes.

[04:50]

Comscore?

[04:50]

Comscore?

[04:52]

Correct.

[04:53]

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?

[05:02]

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

[05:09]

Totally.

[05:10]

I would agree with that. Yes, definitely.

[05:11]

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.

[06:05]

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.

[06:45]

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

[06:49]

Totally.

[06:50]

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.

[07:30]

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.

[08:00]

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

[08:08]

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.

[09:11]

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

[09:18]

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.

[10:07]

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

[10:14]

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

[10:13]

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.

[10:18]

My pleasure Jamin.

[10:22]

Safe travels, sir.

[10:24]

Thanks.

IIeX Amsterdam 2019 Podcast Series

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:

GreenBook

Contact Paul Online:

LinkedIn

FlexMR


[00:00]

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

[00:08]

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.

[00:27]

Very interesting, so tell me about the platform.

[00:29]

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.

[00:49]

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

[00:55]

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.

[01:18]

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?

[01:30]

It varies really. It depends on—

[01:32]

Hours? Days? Weeks?

[01:33]

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.

[01:41]

Yes, got it.

[01:42]

And get the results back.

[01:43]

How are you getting respondents?

[01:44]

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.

[02:04]

What does a typical engagement look like with FlexMR?

[02:08]

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.

[02:28]

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

[02:31]

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.

[02:41]

That’s FlexMR as in market research dot net.

[02:45]

Dot net.

[02:47]

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

[02:52]

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.

[03:08]

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.

[03:36]

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.

[03:55]

Yes.

[03:56]

That’s gone.

[03:57]

It was like a logistics exercise.

[03:58]

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?

[04:25]

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

[04:31]

Thank you. Cheers man.

IIeX Amsterdam 2019 Podcast Series

IIeX Europe 2019 Conference Series – Nik Samoylov – Conjoint.ly

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 Nik Samoylov, Founder at Conjoint.ly.

This Episode’s Sponsor:

GreenBook

Contact Nik Online:

LinkedIn

Conjoint.ly


[00:02]

Nick Samoylov from Conjoint.ly.

[00:04]

And Conjointy.ly has been making a big impact in the industry. I’ve been running into you guys a lot lately. Maybe you can tell us a little bit about the company.

[00:13]

Yes, thank you for the kind words. What we do is help companies with product and pricing research. In particular, we help with MCG clients, technology clients, other industries when they have questions about feature selection pricing, selection of claims, packaging and other things that go with it.

[00:30]

Yes, for sure. You started the company?

[00:33]

Yes, seven and a half years ago.

[00:35]

So fairly recent. What was your background before that?

[00:40]

I did marketing at uni and I graduated, so I went to Australia National University. At that time, I really wanted to work in market research and I applied for about 30 market research jobs, but nobody took me, so I had to go into consulting. I worked for a company called Bane for three years, then I left and started this. I made my way into market research, not because somebody took but I basically made my own way.

[01:06]

I love that story by the way. Do you have any co-founders?

[01:12]

At the beginning, yes but now it’s just—

[01:15]

Just you? It can be a little scary or daunting, starting a business?

[01:21]

It was and in this industry in particular when the sales cycle is quite long, it’s about six months because what we offer is not something that people may need immediately. It takes time to warm up to this type of research. The research question does not come very often. Yes, it can be but now we’re lucky to have clients who need this type of research and we’re happy that we can provide it through automation and through custom projects as well.

[01:53]

MRMW North America is coming up. It’s a conference in April. April 10 and 11, are you guys going to that?

[02:01]

I don’t think it’s scheduled at the moment.

[02:04]

The only reason I’m asking is that the topic is research automation and on the back of your business card it says automated product and pricing research. Can you talk just a little bit about what that actually is.

[02:19]

Yes, absolutely. Most of the projects we do are not done by us, humans, they are done by the platform. Our approach is to take projects that are starting as custom projects and to put them into automated tools. For example, we worked with a client on about a dozen markets for a claims test and now claims test is a methodology available on the platform so you can just copy and paste your claims for a product from an Excel file, even if you have 300 of them, and then have them tested in a very efficient manner without the need of a custom project.

[02:56]

Conjoint.ly obviously connected to Conjoint from a methodology perspective. Is that the dominant use case on the platform?

[03:06]

Yes, absolutely. Whenever people have questions about feature selection, price elasticity, what happens if you increase or decrease the price upon promotion. Conjoint is a very useful methodology for that and our tools are set up to help with that.

[03:23]

You do other methodologies as well?

[03:25]

Yes, they’re mostly what some people call advanced analytics except we transpire them into usable, user friendly interfaces that lets you put in your stimuli and then wait a few days and then get an output which tells you what is the winning combination of features and claims and press points.

[03:49]

The data reporting is actually pretty interesting as well. Your platform has real time access to analytics?

[04:00]

Yes, in the sense that, for example, if you are running a project and you want to see doth results, you can see them. You don’t have to wait for the other collection to be complete. If you want a sneak peek of what’s coming out, you can. In that sense, yes.

[04:24]

Most of the analytics it sounds like happened with SPSS.

[04:33]

With us, no. The system will do it for you. You don’t need to be an expert at all.

[04:36]

So all utility weights and all that kind of stuff, we don’t have to worry about calculating that anymore?

[04:45]

You can download the Excel file that will describe and explain and contain all the raw data if you want to but inside is what’s coming out at the end of the project.

[04:58]

My guest today on Happy Market Research podcast has been Nick, founder of Conjoint.ly. Sir, thank you very much for joining me.

[05:05]

Thank you for having me.

[05:07]

Real quick question, what do you think about IIeX so far?

[05:11]

It’s good. It’s a great city to be in. Very interesting.

[05:16]

Amsterdam’s unreal. This is my first time to Amsterdam, so I’m like blown away. I thought Stockholm, and I do still think, Stockholm is absolutely spectacular, but this is like taking it to a whole new level.

[05:32]

Yes, it’s good to be here.

[05:35]

For sure, and the show, is it working out? I know it’s early days.

[05:38]

Well, it really just started but we’ll see. We see some familiar faces which is good. It is good to reconnect with existing clients.

[05:48]

Yes, for sure. Great! Have a great rest of the show.

[05:51]

Thank you.

IIeX Amsterdam 2019 Podcast Series

IIeX Europe 2019 Conference Series – Nick Thomas – MrWeb

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 Nick Thomas of MrWeb.

This Episode’s Sponsor:

GreenBook

Contact Nick Online: 

MrWeb


[00:02]

I’m Nick Thomas. My company’s called MrWeb. MrWeb Limited, and a producer of Daily Research News Online as well.

[00:09]

You are my honored guest on Happy Market Research today. I have been, as has the entire industry, consuming your content for many, many years. You are the leader, I believe, in what’s happening right now in market research.

[00:26]

I like to think so. It’s a small market, so there’s not a vast amount of competition (laughs).

[00:29]

It’s true.

[00:30]

If we were the leader of 1,000 competitors then that would be great, but very few. It’s been going on now for 19 years, or 19 years next month, we’ll have been doing the news. The company is 21 this year, so we’re dinosaurs in internet terms (laughs).

[00:44]

Yes, that’s true.

[00:45]

Some would say we’re dinosaurs in the way we do it as well (laughs). We’ll come back to that later.

[00:51]

That’s hilarious. I can’t wait to dive in more. IIeX day two is winding up. How has the show been for you?

[00:57]

The show’s been excellent. I’m always telling people, whatever show I’m at, that… Which I’m not at very many, by the way. I’m trying to get out more these days rather than sit behind the PC. I’m always saying that there are quite a lot of shows around these days. It’s, if anything, quite a crowded market.

[01:13]

Very. It’s one I’m glad I’m not in.

[01:15]

Yes. You have to look at it and say that you’ve got to differentiate yourself. Would there be consolidation? Possibly. There are people collaborating in Quirks and TMRE in the US. Things may not mean consolidation, but there are a lot of events around companies that feel that they need to go to all of them. They’re now having full-time staff just traveling from (laughs) place to place for certain parts of the year.

[01:38]

It’s a heavy lift. We’re doing—

[01:39]

It is, yes.

[01:39]

At PureSpectrum, we’re doing 16 conferences this year up from zero.

[01:44]

You’re in second place then. Congratulations (laughs). I have a 20, a 16 and a 15 now. This company’s spending all their time on the road. Having said that, IIeX, this particular show, which is the only one I’ve been to, the European one, has easily got a place notched in there. There’s no threat to this one because it’s an incredible conference, incredible location. They do very well.

[02:09]

They’ve absolutely nailed it. What’s interesting about IIeX is they have… GreenBook at large, with GRIT as well, has really assumed this Sage leadership role of insights or cutting-edge technology in the insight space. What I like about this is you walk around the show floor. You’re meeting a lot of… I don’t know. We’ll call it $1 million to $5 million companies. In five years, some won’t be here and some will be big, which is neat.

[02:42]

It’s a good space for them to be in, and it also makes it a very interesting show. I’ve particularly enjoyed the startup competition this year because it’s showcasing… There are people competing for quite a reasonable prize.

[02:53]

Yes, $20,000.

[02:53]

Twenty thousand dollars.

[02:54]

Yes, it’s real money.

[02:55]

We’re trying to add in a little prize of some bonus advertising on DRNO.

[02:59]

Are you?

[03:00]

Yes. Only a small amount, don’t worry, Jamin. (Laughs.) That will be part of the prize, hopefully. The organization that—

[03:08]

I love that.

[03:08]

Scoops it gets as well. It’s a bit of exposure. We’ve had seven companies picked out in total, and the winner will be picked this afternoon. We got a chance to go and talk to each one of them yesterday and decide who to vote for. Sorry, not each one of those. A qualifying group to get a place among those final seven, which meant talking to some entrepreneurs about their company’s one-to-one of this group.

[03:31]

I definitely have my favorite of your group, but I’m not going to say who.

[03:34]

No, you have to say—

[03:36]

I have to be, yes, agnostic (laughs). It’s tough. You’ve got a tough job for this year because there are some great companies.

[03:45]

Yes.

[03:45]

There really are. Tell me about MrWeb. What’s going on?

[03:49]

What’s going on? This is a year of trying to expand the audience. We always are, but we’re going to make a particular effort to do that for Daily Research News this year. We’re looking at the idea of doing it through associations and agreements and partnerships with other people. That’s one of our strategies for the year. It’s a year of trying to do interesting things with the job board.

We started off as a job board, certainly in income terms. We completely dominated 90 percent plus from job advertising. The news, funny enough, started off as just a way of promoting the job board 20 years ago, 19 years ago. That’s taken on a life of its own, thank goodness. It does very well. The job board, it’s a totally changed market from what it was 19 years ago, 20 years ago. A lot of people probably even hear the expression job board and think, “Are people still running those?”

[04:50]

It’s the dinosaur in us.

[04:51]

Yes, it is. It’s like running an old-fashioned panel company, as they say. Don’t quote me on that. It’s not got a mobile angle or an AI angle, whatever, but it’s still very much a market that’s alive and has a good point to it. It’s just more difficult to compete than it used to be with the likes on LinkedIn and Indeed. We have to try new things with it. We have plenty of plans for it, so watch that space.

[05:18]

We’re going to be watching. You’ve got to give us a little bit more though.

[05:22]

Just what might happen, there’s a lot of potential in picking up jobs ourselves on a permissioned basis rather than having them forms filled in by people. On a longer-term agreement with companies, to make sure that we stay in the position where we’ve got more market research jobs listed than anybody else, which is still the case. Not quite sure how many market research jobs LinkedIn has worldwide. That may be more, but certainly in terms of only specialists board. We want to make sure that you can find jobs more easily through us and find jobs that you won’t find anywhere else and know that it’s very focused on research professionals. We still think we add a lot to the game on that one.

[06:04]

It’s interesting because LinkedIn is very far away from nailing groups. That probably happens best on Facebook. When you get into niche markets, like market research, the probability of you getting hired is entirely based and predicated on your network. Knowing what jobs are available becomes the issue. You don’t get it in aggregate, whereas you deal with a major Fortune 500, for example. There’s a huge value opportunity that’s created for job seekers and hirers, employers.

I want to shift a little bit towards the news. When I launched, I launched two podcasts simultaneously. One, Happy Market Research. The other, MRx News. I stopped MRx News about three months into it, because of resource allocation. It was just taking too much time for me to focus on it. I just needed to be more disciplined. I would say that a lot of value was in the distribution of news in an audio format. Do you see that as a possible future for you?

[07:23]

I certainly do. Perhaps it’s something we’ll talk about (laughter). Got that to talk about afterward. It’s not a new idea. What was it called? MrWeb’s EarPiece at one point, or DRNO’s EarPiece. It was a little 5, 10-minute podcast produced by a guy in the UK. This must be 15 years ago or something. Produced a little piece once a week for us. It fell through. He had resourcing issues like you did as well. It took him a long time to edit the piece. He used to record it for us every week and we used to put that out. Something we did long ago, stopped and probably shouldn’t have stopped. If the opportunity had arisen we would have carried on. We’re always quite keen on the idea of bringing in different media if you like. Different types of news, different formats. We’ll do that.

[08:10]

Very exciting. This is my prediction. We’ll see what happens. In 2020, IIeX, Barcelona or Amsterdam, we’ll figure out where it’s going to be next year. My prediction is voice is going to be the new blockchain or new Automated Insights. We’ll see.

[08:32]

Quite possibly. Will it be dominant, or will it just be starting to take over? It takes more than a year, usually, for something to do that.

[08:38]

Yes, it is going to start. I predict it’s going to start. You’ll hear two or three talks about it next year.

[08:45]

Definitely, a lot more than this year, because I haven’t heard very much this year.

[08:48]

Zero. Nobody’s talking about voice.

[08:49]

No, it’s quite surprising.

[08:50]

Yes, it’s interesting.

[08:52]

You’re flying the flag for it by having this voice format here. That’s good. Technology moves at the speed of humans to a great extent, doesn’t it? The market adopts it.

[09:01]

That is well-said.

[09:03]

Sometimes you can hear people stand up at conferences. I won’t mention any names. BIG conference, 2011, somebody stood up (laughs) and said, “Traditional market research will be stone dead in five years time.” I don’t see it stone dead yet. A lot of people might tell you that it is.

[09:16]

Give me a break. It’s the opposite. Literally, it’s the opposite.

[09:22]

Even traditional market research. We still publish articles about people opening call centers to telephone people. It’s not unheard of.

[09:28]

It still happens.

[09:29]

That’s opening, never mind continuing to run.

[09:31]

Growing. There are some call centers that are growing that I know of.

[09:32]

Yes. Everything becomes a niche, everything goes into the toolbox. Things don’t die out nearly as fast as you think.

[09:40]

One hundred percent.

[09:40]

I wouldn’t disagree that voice is going to be a big tool, as it were, in the future. It’s going to be widely used.

[09:45]

If you look at units sold, that’s where I go to, you look at the market data, it’s very, very dominant right now from a consumption perspective. Now, we’re doing stupid things like music and stories, and maybe some games to a smaller extent. The iPod started in a similar vein.

[10:06]

You’re talking about Alexa and the revolution that’s leading in voice.

[10:09]

Yes, exactly.

[10:11]

Out of interest, do you have one?

[10:14]

I do.

[10:14]

You do?

[10:14]

I have three.

[10:15]

Do they argue with each other about who’s going to do things for you? “No, let me get that.”

[10:19]

My children’s favorite game right now is, “Alexa, play hide and seek,” which is a very entertaining three-minute exercise for the kids. This is being done by a two and a three-year-old. Voice as a medium is passively consumed. You and I could have a conversation and be on our phones at the same time, or driving a car. Something like that.

[10:48]

Yes, especially driving a car.

[10:51]

Especially driving a car.

[10:51]

It’s very good while you’re driving a car, yes.

[10:53]

You can consume it, whereas visual or reading, or whatever is a big problem. Big, big problem. My thesis is that the next generation, Z, voice is going to be part and parcel with a user interface.

Thinking about your automobile, now, you don’t have to type in the address anymore. You can say, “Directions,” or, “Take me to…” If it’s a Tesla. That technology is just going to continue to… Voice is going to continue to assert a dominant position in user interfaces

As that happens, we as researchers are going to need to start thinking about that the way that we had to start thinking about mobile compatibility with surveys when that medium changed. Anyway, that’s my view.

[11:51]

From our point of view, bringing it back to home turf again, a hybrid model is going to be a good idea. We’ll continue to put things out in print for a long, long time to come. Not print, print, but in words. That’s the quickest way to scan through things. With a voice or a video, it’s very hard to do that.

[12:10]

It’s impossible.

[12:11]

There’s a fairly well-established US Bob Lederer’s Daily Podcast Video. Going for a while. It brings out one issue a day and talks about it, but also hits on various other areas of news. Whereas it’s a very useful format to have, it’s very difficult to scan through a video.

[12:33]

You can’t.

[12:33]

Even if it’s got a summary or a quick rundown of what’s going to be covered today. It’s very hard to do that. A mix is always good.

[12:39]

This is what’s interesting. We went from a pen, a one digit input device to 10 digits. With our fingers now typing, so highly efficient. To two digits, your thumbs (laughter). You see what I mean?

[12:58]

Mm-hmm (agreement).

[13:00]

My theory is that users are lazy, I’m lazy, and voice offers an inefficient mechanism for communication with technology. To your point, it’s not replacing the world by any stretch of the imagination.

[13:21]

It’s a difficult way to scan things.

[13:23]

Yes, it’s impossible.

[13:23]

Visual is, by far, the best for that.

[13:25]

Yes, I agree.

[13:27]

I’m sorry. Voice and video have a fantastic impact. It’s much better for making an impact, perhaps, than being memorable than something that you’ve seen in print.

I just wanted to congratulate you on your paper this morning, and your use of some impactful techniques in that one. I have to admit when you started with the selfie and the company description I was a little worried (laughs), but then you became very… Sorry, I’m always rude (laughs). You became very interactive towards the end and we’re getting people to stand up and sit down depending on whether they use makeup and other features like that. Very entertaining.

I was just saying to some of the organizers that even at a show like this that brings in so many different media and has such technology, perhaps because it’s that kind of show, people seem to have forgotten the advantages and the benefits of a good old bit of audience participation. There is a lot of one-way presenting, even at IIeX. I have to say that because IIeX has been great. Of people just presenting something. A bit of participation woke people up. I don’t think they needed waking up, but they woke up even more when that happened. It’s a fantastic thing to do.

It’s the benefits of mixed media, I feel like. It’s getting different things happening, different senses being used. That’s a good reason to try and mix them up in whatever you do. Great job.

[14:46]

My guest today has been Nick Thomas, MrWeb. Sir, thank you very much for being on the Happy Market Research Podcast.

[14:53]

Thank you very much. A pleasure to be here.

[14:54]

Absolute honor.

[14:55]

You too.

IIeX Amsterdam 2019 Podcast Series

IIeX Europe 2019 Conference Series – Nancy Hernon – G3 Translate

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 Nancy Hernon, CEO and Co-Founder of G3 Translate.

This Episode’s Sponsor:

GreenBook

Contact Nancy Online: 

LinkedIn

G3 Translate


[00:03]

My guest is Nancy with G3 Translate, she is a, I’ll call it a lifetime friend in the market research world anyway. Nancy, thank you so much for joining me live at IIeX Amsterdam.

[00:15]

I am so excited, thank you so much, Jamin, for having me.

[00:18]

What do you think about the show?

[00:19]

I think it’s great. I wasn’t sure what to think. I’ve never been here before to this show and I thought, “Let me go check it out.” I’m really impressed. The speakers have been awesome and some of the conversations that I’ve had, just standing around, have been truly inspiring.

[00:35]

Do you have a favorite moment so far? I know it’s pretty early in the first day.

[00:40]

My goodness. I think my favorite moment, this morning, I was chatting with someone who’d been talking about a workflow tool that they had developed for an end client they had presented on. It was so interesting to see how artificial intelligence is being implemented in market research and to talk to some of the different software providers here and see where they’re going with it. It’s a little scary and a little exciting so those kinds of things rack up well for me. (Laughs.)

[01:13]

G3 Translate, by the way, the official sponsor of the Happy Market Research Podcast, thank you very much for that. Tell me a little bit about the company and what you guys are working on.

[01:24]

We’re foreign language services for market researchers. All we do is translate your research into a plethora of languages, all different combinations. We do the translations, the transcriptions, and now, after being here, and talking to some of the providers I’m starting to wonder. We’ve been talking about and working on some engines at G3 and I’m wondering how that AI can come to play in our future.

[01:51]

That’d be interesting, wouldn’t it?

[01:52]

Yes, definitely.

[01:53]

Yes, because Google Translate doesn’t work. For Google Translate it works but it doesn’t work in real life and a straight-up translation services can’t do market research either. I’ve tried. It doesn’t translate.

[02:13]

Exactly, yes. It is a very specific language, so to build something around that in a very specific and meaningful way is a big challenge, but I think it’s something that I would like to look into a little further, to try to be quicker, faster, and more agile. We’re very good with turnaround times now and our translators are wonderful, but the future is in technology in many ways so I am very curious to see how we can make that play out for us.

[02:42]

Yes, me too that sounds really exciting. Then you have the opportunity of integrating it into… I’ve always thought that there is an opportunity in your space for a translation company to integrate into a tool so I’ll pick on Qualtrics, for example. You’ve got a survey platform, obviously. International or multi-language is fairly commonplace nowadays. You can’t just push button it, right?

[03:08]

Right.

[03:09]

It would be interesting if there was a way to inject it in the process, actually have a translate button, that would not be Google Translate but would actually start the process of the translation.

[03:22]

Yes, I don’t want to give anything away but there are some tools that we are talking to about integrations.

[03:27]

Are you serious?

[03:28]

Yes, I am. (Laughs.)

[03:29]

I totally nailed it! (Laughs.) You heard it here on Happy Market Research Podcast. (Laughs.) Are you going to get to see any of the sights here in Amsterdam?

[03:37]

I don’t know, maybe. I’ve been here a few times before it’s a gorgeous city, but let’s see. Let’s see what tonight brings.

[03:44]

Yes, I’m going to go to Van Gogh tomorrow.

[03:46]

Nice.

[03:48]

That is my plan.

[03:49]

Very nice. It’s gorgeous. Do a canal cruise if you can. It’s such nice weather.

[03:52]

I can only squeeze one thing in. I can’t decide if it’s going to be Van Gogh. I know I’ve heard the canal cruise is a must do.

[03:58]

Evening, after dinner.

[04:01]

We have a research club tonight.

[04:03]

That’s right. They really pack us full here, don’t they? (Laughs.)

[04:07]

We are 100 percent on this one. It is absolutely crazy. You go to a lot of events, right?

[04:18]

Yes.

[04:19]

When you’re going to go to an event, do you have some, like, “I want to get this out of it,” or is there a specific objective in mind?

[04:30]

That’s a good question. You always go into an event hoping to get new business out of it, that’s always top of mind. For me, I really like to look and see who’s going to be there that I already know and I look to reconnect, to further develop the relationships that I have with people. I think it’s really important to go to these events and support them because there’s nothing better than facetime. There’s nothing better than actually being able to hug your partner and say, “Hey, how’re you doing?” Face to face look you in the eye and know who you are. There’s no artificial intelligence, no webcam, no telephone, no text message will ever replace that human connection and these conferences, for me, are all about human connection.

[05:20]

One hundred percent. I love that. It’s funny, I was talking with somebody else earlier, they were asking me about the impact of AI. I’ve been doing this, I’m 22 years now in the industry. We’ve seen all kinds of things get injected into the industry, disruption, change, new methods, massive spending pattern differences, economic downturns… What’s funny about the space though is, consistently, it’s all about the human beings, right? That just doesn’t change. I think it’s very reassuring if you can see the world through that lens. It becomes a lot less about how sexy your tech is, and a lot more about the connections that you make and the depth of those connections. These kinds of events are actually pretty good for creating a high concentration of people you should know.

[06:13]

Absolutely, I agree with you 100 percent. Some of my very, very good friends in life have come from these events.

[06:20]

Totally.

[06:21]

I mean, I met you at an event. (Laughs.)

[06:22]

Right. I was going to say I hope I’m there. My guest today has been Nancy, G3 Translate. Thanks so much for joining me on the Happy Market Research podcast.

[06:29]

Thanks so much, Jamin.

IIeX Amsterdam 2019 Podcast Series

IIeX Europe 2019 Conference Series – Mike Storm – Neurons

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 Mike Storm, COO at Neurons.

This Episode’s Sponsor: 

GreenBook

Contact Mike Online:

LinkedIn

Neurons


[00:02]

IIeX Amsterdam, I’m here with Mike the COO of hold on, wait for it, there we go, Neurons. That’s actually a pretty heady—

[00:15]

That’s pretty catchy, isn’t it? (Laughs.)

[00:16]

(Laughs.) It is.

[00:18]

It was a good name. (Laughs.)

[00:20]

I am surprised Neurons, Inc. was available. That’s pretty good. So, your business has been around about six years.

[00:28]

That is correct.

[00:29]

And you had mentioned to me you’ve been there five. Tell me a little bit about what you guys are doing.

[00:34]

Neurons, Inc. is what you would call a consumer neuron science company, meaning that we work with insides of the consumer. We do it with a very specific methodology of synchronizing EEG brain scanning and eye tracking. Meaning that we can adapt to various different touch points of the consumer being everything from marketing and advertising testing to website and retail testing and finally, of course, the final product and packaging. That’s what we’re doing.

[01:04]

I did eye tracking back in, and this is aging me a little bit, but in 2000, for Disney and ESPN, specifically. So, early web stuff, it was a process and a tremendous amount of gear in order to set it up, right?

[01:23]

That’s right.

[01:24]

It was quite literally like building Frankenstein. I just was at your booth and was admiring the hardware. So, it’s gotten lightweight—

[01:35]

It’s gotten so much better. Honestly, both the science behind it, the hardware, the software, the precision, everything has just been improved so much over the last 10 years that we’ve gotten to space where we can even test people in moving environments. Meaning that people can actually walk in a store with an EEG and eye trackers on, and we can follow not only what they do, but also what they see and what they feel. It means that you can tap into the mind of your consumers, and get some insights because sometimes, it’s not because we believe consumers want to lie, we just believe it’s hard, sometimes, to both remember what I just did, remember what I felt when I did it, and think about what I’m going to do soon. Therefore, having predictable tools and tools that can actually break things into second by second, emotional and cognitive levels, we just think that’s a whole new era of things that you need to look into.

[02:29]

I totally agree with you. I’m a quantitative researcher by trade. What you say is often times not getting to the actual purchase intent or— So that I think the ability for observed data to get connected to self-reported data is very powerful. Coupling that with, as you just said, being able to garner those insights in the context of an experience. You and I could be sitting here having a conversation, I could, which is very common, scroll through my feed quickly and see an ad. That context of the ad consumption needs to be taken into consideration, and so being able to passively garner my reaction to that ad is, I think, powerful. What kind of companies are using your services.

[03:32]

We’re mainly working with some of the larger companies in both Europe and the U.S. Fortune hundreds and people thereabout. It’s very much in various different spaces, because the consumer journey is important for all of these companies, and some might only be a website experience but still having that website optimized for whatever need it is, very important. The same for their marketing strategy. They want to know their campaigns are actually working on Facebook or on a website, and on TV for that sake. It’s a broad part of clients we have, but the biggest part is in technology, in clients like Google, Facebook, and others. Then, also in retail like in IKEA, Tesco, and people like that. Finally, for product providers that can be anything from Estée Lauder, Hershey’s, and so forth. It means all of these are some of our very well-established clients.

[04:34]

Do you have a favorite project?

[04:36]

We have been doing quite a few very interesting projects. We put our strategy a little bit around right now to making more simple protocolized and straight forward for the client to understand how to use these kinds of insights. It can be very difficult when you talk brain scanning and eye tracking to understand where should I apply this. Prior to doing that we’ve been doing a lot of interesting research. One of them was actually published stuff that we’d done together with Facebook where we tested people’s responses to meeting the first time in virtual reality versus in real life, and here we have found some strong evidence that introverts have a much more calm and interest in emotionally in meeting with people while not seeing them in person for the first time. It also made them want to meet the person afterwards. Meaning that virtual reality can bring a whole new experience to the world, that was tested with brain scanning and the understanding of eye tracking.

[05:36]

That’s very interesting stuff. That’s funny, intuitively I never put that together, but it’s exactly correct. The opportunity to build that relationship… Meeting somebody cold in real life versus cold online is a completely different risk element to it, so that’s a fascinating project. Thanks for sharing that. What is the size of engagement? What does a project look like in terms of cost with you guys?

[06:06]

It’s interesting because we have put together— The minimum sample size that you need for EEG and eye tracking is about 30 people, so you need about 30 completes within a sample or segment to be able to replicate across the same sample. Meaning that it could predict for certain culture, a certain region, or anything like that. If you want to test different segments, you, of course, need to go larger. We have changed our approach a bit. Meaning that you can now with just advertising with brain scanning and eye tracking all the way down to around 5,000 Euros for a single access. Meaning this is becoming interesting. If you want to kick it off ad hoc and some place in the world it’s still less than 15,000 Euros. There’s a huge change to what the cost is for doing this. Just half a year ago, our cost started at 25,000 Euro meaning that we’ve optimized our processes to be able to accommodate what the clients need today. They want quick answers and precise answers.

[07:08]

How long does a project usually take?

[07:10]

It takes everything from five days now up until months. It depends on the specifics of the certain project. An ad test, if we do like a TV ad test, from kicking off the data collection until final report, can be just around five days. Meaning that things have revved up a lot. Academically, we were looking at six months to do something like that.

[07:34]

Do you think there’s an opportunity for you to be more of the technology provider to, I’ll call it a TNS, and then they would do the analytic piece of it?

[07:46]

That’s a good question—

[07:48]

That is a good question.

[07:51]

We do work together with both TNS and Ispos so we are doing stuff with both these companies and being their partners in certain ways where they need it. We could definitely see a way that we could provide knowledge inside benchmarks and data-driven parts of that. Both in terms of hardware, software, and also the knowledge. Then they add on the client knowledge to the interpretation of the actual test.

[08:17]

How’s IIeX working for you?

[08:21]

IIeX, this is one of our fours. We love this conference. It’s specific about what people are here for. They’re here for the new thing. They’re here to see how do we get inside from our customers, and it’s just even better this year. Bigger, better. I’m looking forward to the rest of this one. We’re also in Austin, so we’re looking forward to that one too.

[08:41]

Yes, that will be great. I’m excited. Now are you guys speaking at this one or in Austin?

[08:45]

We’re not speaking at any of them this year. We spoke last year, but hopefully next year.

[08:49]

We’ve got to make that happen. Mike, thanks so much for being on Happy Market Research podcast.

[08:53]

Thank you very much.

IIeX Amsterdam 2019 Podcast Series

IIeX Europe 2019 Conference Series – Matthias Kampmann – quantilope

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 Matthias Kampmann, Head of Strategic Cooperations at quantilope.

This Episode’s Sponsor: 

GreenBook

Contact Matthias Online: 

LinkedIn

quantilope


[00:00]

Matthias today is joining me live from IIeX’s floor in Amsterdam. What do you think about the show so far?

[00:10]

Oh, it’s pretty great actually. Very international, I’ve been looking forward to this. Glad to be here.

[00:15]

Quantilope is the name of your company, tell us a little bit about it.

[00:18]

Yes, Quantilope has been founded four years ago as a startup in Hamburg. We are now at 70 people actually. We’ve just finished our series A funding and are expanding through the year. What we are actually doing is we are removing gut feel from all business decisions.

What does that mean? We are doing an agile way of working with market research by automating all the market research methods that are out there basically. For example, conjoined methods, mixative methods. All the hardcore statistical, geeky stuff let’s say.

[00:53]

Are you automating the analytic side of it or the whole project?

[01:00]

Yes, we’re basically in end to end platforms. You can start the project right within our app and then go do the survey within the app, program the survey, do all the field work within the app and then do your analysis part. In the end, if you like you can even do it in a dashboard and show it around. Yes, it’s fully end to end.

[01:20]

Is it web based, meaning desktop based, or mobile?

[01:26]

Yes, it’s only web based. You can absolutely participate on all your devices, but the experience for the researcher, it is web based.

[01:33]

Give me an example of a customer story, when they engaged with you.

[01:42]

For example, there are some companies that are starting to do more product tests, for example. Product tests usually take a lot of time and money and effort to do. What we are now enabling clients to do is have a product test, either bring their own product test to our platform or use one of our predefined templates. Then they can very quickly, in a matter of one or two days, really do a product test, then iterate on that.

[02:10]

It is a little bit like Zappi, isn’t it?

[02:15]

It’s a bit like Zappi in the sense that we’ve also got a tool store, but we do enable a lot of customization. You don’t have to use one of the templates. If you like you can do a whole new project, do your own tools so you are very flexible within the platform.

[02:34]

That makes a lot of sense. You said you’re A round?

[02:34]

Yes.

[02:35]

Congratulations on that.

[02:36]

Thank you.

[02:37]

That’s very difficult to do. Then, North America is where you’re headed next.

[02:41]

Yes, that’s basically one of the big plans, big reveals for 2019. We just opened our office in New York. Five of our people, sadly from Germany left us, for the US, for greener pastures I’m guessing.

[02:54]

You’re in Manhattan.

[02:56]

Oh, yes. We are right on Broadway, to be honest.

[02:59]

That’s great.

[02:59]

It sounds good, right?

[03:00]

Yes, it does. Actually it is good. It’s the right place to be.

[03:04]

I hope so, yes.

[03:05]

Yes, for sure. Any plans to move to the West Coast?

[03:07]

No, not at the moment. We’ll just get a feel on the American market because it obviously is quite different from the German market where we are best. Yes, just testing the waters now and see where we go.

[03:18]

Awesome, how exciting! Well, congratulations on your success.

[03:22]

Thank you.

[03:22]

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

[03:24]

Oh, they can best go to our website. That’s Quantilope.com and basically get in contact with us right there. Leave your email, use a chatbot, whatever you like.

[03:36]

That’s Quant-I-L-O-P-E. com. Quantilope.com. Thanks so much for being on the Happy Market Researcher’s Podcast, and hope you have a great time at IIeX.

IIeX Amsterdam 2019 Podcast Series

IIeX Europe 2019 Conference Series – Maria Soroka – Fastuna

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 Maria Soroka, Managing Director, Europe, at Fastuna.

This Episode’s Sponsor:

GreenBook

Contact Maria Online:

LinkedIn

Fastuna


[00:03]

IIeX, we are live today in the trade show floor. This is the second day halfway through it actually. I’m sorry. Did you give me a business card?

[00:13]

I didn’t bring my business card. I should have.

[00:15]

Make sure I get one though.

[00:17]

Yes, I will. I will just bring my business card.

[00:20]

I’m here with Maria at Fastuna. Thank you very much for being on the Happy Market Research Podcast.

[00:27]

Thank you for inviting me. It’s really exciting for me.

[00:30]

You presented yesterday at the pitch competition?

[00:34]

Yes.

[00:34]

Tell me how it went. What’d you talk about?

[00:37]

I talked about my company. It’s not just my company, our company. The new startup, we launched just a year ago in Russia, and it’s been skyrocketing so far.

[00:48]

Congratulations.

[00:49]

Thank you. This year we are launching into Europe, and that’s why we’re here.

[00:53]

Tell me about the business. What do you guys do?

[00:55]

We are doing fully automated market research. Our unique selling proposition, we do believe we are targeting non-researchers. The platform is so simple that even a non-researcher can use it. You just log in, upload your stimuli, like let’s say product idea, just click the button launch, and then you get the results in just a few hours.

[01:22]

That’s spectacular.

[01:24]

Yes. It’s really handy when you run some brainstorming sessions, support and innovation, development or brand development like creative advertising and so on. Really the two that empower people, multifunctional teams within fast moving agile organizations to connect them in regularly ways to consumers.

[01:48]

You have specific product types then or survey types design?

[01:52]

Yes.

[01:52]

What are some of the more popular survey types that customers are using?

[01:55]

The most popular ones are around product idea at the early exploratory stage where you can upload stimuli like drawings or photos of the prototypes, for example, or any ideas of the services, that will be good visualization for consumers. There are a lot of ideas that we task around advertise in the really early stage before they go into proper link test, for example. It’s also very popular for visuals, video and a lot of clients do promo ideas because it’s really quick and cost-efficient share for your promo ideas as well.

[02:36]

You’ve been in the market research space for a while, right?

[02:39]

Twenty years.

[02:40]

You’re not old enough for that. During that time we’ve seen a lot of trends and changes and things like that in this space. Automation is clearly the word of the day in 2019. There’s no question about it. That’s what we’re going to be talking about for the rest of the year. I think on a go forward basis, I actually believe that automation is the new online survey. It is that disruptive? Right?

[03:06]

Yes. I agree with you, automation is like now this buzz word that everyone uses. What we discovered with Fastuna that simple automation is great, but it’s not enough. What we’re trying to make with the platform is add our specific magic ingredient, which is called simplicity. Basically, once you get everything automated what you want to do with your product to me to make it so intuitive, so easy to use. Basically, people feel really excited after they used it. We work with this wow factor.

[03:47]

I think if I was going to start a company right now it would be called Integrated Insights. I think that’s going to be where we end as an industry is insights integrated into the workflows of the brands across the organization with hopefully market research being the parent or the owner of best practices with those software solutions.

[04:19]

This is exactly this, because that was the message I was presented last week at the clerks and that was my message. If you imagine the big organization undergoing the huge transformation. What usually now they do, they try to create those multifunctional teams that can make their own decisions. However, what’s always unfortunately still happening is that they still don’t have enough product, processes and tools in place that can empower them to make this decision. This is exactly when you can use this automated simple services. They don’t need to run to market researcher. The market researcher can really be a help for those teams to guide them and be a strategic advisor rather than execute the projects, run the projects.

[05:18]

Market research can, one, help from a larger initiative perspective, so not really getting bogged down with a micro decisions that need to be made. Two, that market research can help add the value of the now what and so what of research. Making sure that insights are being consumed in a useful way and then it’s actually impacting and making change. If someone wants to get in contact with you, how would they do that?

[05:48]

Can you say it again?

[05:49]

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

[05:54]

You need to type www.fastuna.com. Fastuna is fast, una, but it’s actually combination of two words. Fast and tuna, which is one of the quickest fish in the ocean, with just one T. Then you go into the contacts and you see my name there and my colleagues there.

[06:16]

It’s Maria.

[06:17]

Yes.

[06:19]

My guest today, Maria at Fastuna. Thanks for being on the Happy Market Research Podcast.

[06:28]

Thank you, Jamin.

IIeX Amsterdam 2019 Podcast Series

IIeX Europe 2019 Conference Series – Lucy Davison – Keen as Mustard Marketing

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 Lucy Davison, Managing Director at Keen as Mustard Marketing.

This Episode’s Sponsor:

GreenBook

Contact Lucy Online:

LinkedIn

Keen as Mustard


[00:02]

Lucy Davison, Keen as Mustard. You and I have operated in the same circles and never met in person, which is a travesty.

[00:10]

It is.

[00:11]

Hello.

[00:11]

Hello.

[00:12]

Now, you’re getting ready to speak here, at IIeX, in just a few minutes.

[00:16]

I certainly am.

[00:18]

What is it you’re talking about?

[00:20]

It’s the great internal communication experiment, which was an experiment that we carried out with Coca-Cola. It’s all about getting engagement with insights from broader stakeholders within the Coca-Cola community. The problem the client at Coke had was that they had set up some wonderful systems, and libraries, and searchable platforms and they were doing a lot of wonderful work, but getting engagement from people outside the core stakeholders… We’re not talking about the brand manager of the Monckton guys, who was saying, “Can I launch my campaign?” We’re talking about accounts. We’re talking a broader operational audience, and they’re getting no traction. Now, those people need to understand and know about insights. They need to know about the work of the insights team because they can use that in their day-to-day job. But they were not engaging at all. So, we carried out an experiment to find out which type of communications could have most impact with that audience. We’ve since then started doing ongoing newsletters and infographics with Coca Cola and to deliver that.

[01:22]

By type, is it a mix of video, print word, audio?

[01:27]

Absolutely. Actually audio, funnily enough, wasn’t one. But what we did was a baseline, which was a simple HTML plain text email, so nothing else in it, just everything you need to know written in a text. We did a newsletter, which was a link through to the platform, S&I Connect, with more detail on it. We did video interviews, we did animated videos of the data and the results. We did an infographic. We did PowerPoint as well, because when you do benchmark… Because at the moment, they’re emailing PowerPoint, which I think is the case in most companies. We needed a benchmark to see what kind of impact that had, and we found that emailing PowerPoint was a complete waste of time.

[02:08]

This is going to be an exciting topic.

[02:09]

I hope so.

[02:09]

I have a funny story on that point, or relevant, maybe not funny. A chief insights officer for a major hospital network, they were trying to institute employee engagement with the data. The idea is that, “We have patient satisfaction data. We need to improve patient satisfaction. How can we get our employees to care about the reports?” Because they were forwarding PowerPoints or slides or PDFs of charts. She did a video, it was, “Give me 120 seconds,” kind of a thing. She just plowed through the content, and it was very well received and got a lot of attention, organizationally.

[02:53]

If you’re doing 280 individual research projects a year, and you’ve got three or four major trackers going on, you need to be able to institute this on an ongoing basis. We did two-minute video interviews with people talking about their project. We also did the animated stuff, as well. It was really interesting tracking what got the most traction. In fact, the face-to-face stuff… When you could send around those face-to-face interviews, those talking heads, as we call them, that had massive impact because people could see the person who was looking after the project. They could then feel more familiar with them and more likely to go back and ask them more and to find out more information. It was really key, and that was a useful way of doing it.

[03:29]

I can’t even remember off-hand, how long ago. It was a long time ago, I want to say about seven years ago, a major study with eBay. It was eBay and Amazon, and it was comparing and contrasting the two businesses. After producing the report… This was a full-service report that I helped put together, a side project, for free, just for clarity. The data wasn’t impactful. It was just charts, graphs, this-versus-that. We took recordings of respondents actually saying their verbatims, their open-ends. It made it all the way up to the board room, and I have the quote from one of the board members that said— This is a major company that spends millions of dollars on consumer research every year. They said, “This is the first time we’ve actually had the voice of the consumer in the boardroom.”

[04:20]

Boardroom. Yes, that the impact video, which is absolutely superb, and I totally buy that. I have to say that I don’t think we should take away from the storytelling within the individual reports anyway, because what we’re trying to do is drive people to the platforms. You’ve got your lake, we need people to go sailing. It’s getting people into the boat that is the problem. At the moment, we have a lot of the information. We have a lot of the systems and the platforms, but what we don’t have is the ability to get people into those boats and have them go sailing.

[04:50]

That’s a great analogy, and you’re seeing that bridge being the video element.

[04:55]

Not just video, no. You’ll have to come watch the presentation (laughter) to find out what was the winner.

[05:00]

I will definitely do that. Then you’re going to have to do a subsequent interview probably, to tell us what’s going on because this isn’t going to aire for a couple weeks.

[05:08]

Okay.

[05:08]

But… (Laughs.)  

[05:10]

I’m fine with that.

[05:11]

Awesome. Really quickly, Keen as Mustard, tell us about what the business is.

[05:16]

We’re a marketing firm, and we work exclusively within data and insights. We work with tech companies, we work with end-clients. We help them communicate their insights, and we do a lot of PR. We do a lot of content marketing, and we’re just about communicating insights, no matter what. That’s our mission.

[05:39]

I get you for one more minute. If you were a startup research company, and you had only… because you’re boot-strapped… you had only $20,000 to spend, only, in your first year. You’ve got to make this count. What would you do in marketing?

[06:00]

I’d definitely try and get on a platform. I’d be trying to get on a platform here, IIeX, or an SMR or one of the local events. I would definitely be trying to do some content that was new, original. I’d preferably be spending that money on actually doing some research on research, or something to prove the value of what my service offer was. I would be pitching that to the platforms. Then I would be using that to not only get contacts, so networking and database building, but also to get PR and exposure and awareness. That, I think, would be the most beneficial thing to do.

[06:31]

Yes, I was talking with— I won’t tell you which company, because this was off-the-record conversation, but one of the fastest-growing research technology companies in the last three years. Their CRO and I were talking, and he’s like, “IIeX…” In those days, it was Atlanta. He says, “It cost me $20,000 to give a speech, but I get in front of 600 buyers.” He said, “There’s just not a better ROI, when you think about the lifetime value of those 600 prospects.”

[07:01]

Absolutely, but you don’t even need to pay because you can go to… If you pitch to events like SMR, if you’ve got really good content—

[07:08]

It’s going to get picked up.

[07:09]

Then you can go up… You get on the platform for free. Obviously, you’re not going to be there pitching because you’re going to be presenting really nice, interesting insight from your study from whatever it is you’ve developed. By doing that, you’re going to be winning people over and getting people onboard.

[07:26]

That point you just raised, I glossed over it. I just want to make sure it’s crystallized, and that is, you add value when you speak, you don’t pitch. But a byproduct of adding value is a relationship. Relationships are where we do business.

[07:39]

Absolutely, and it’s all about building those relationships.

[07:42]

My guest today, Lucy Davison, Keen as Mustard. Thank you so much for being on the Happy Market Research Podcast.

[07:49]

It was a pleasure, thank you.

[07:50]

Good luck in your talk.

[07:51]

Cheers.

IIeX Amsterdam 2019 Podcast Series

IIeX Europe 2019 Conference Series – Kristian Smith – GlobaLexicon

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 Kristian Smith, Co-Founder and Strategy Director at GlobaLexicon

This Episode’s Sponsor:

GreenBook

Contact Kristian Online:

Linkedin

GlobaLexicon


[00:02]

We are live at IIeX Amsterdam. My guest today is Kristian Smith with GlobaLexicon. Kristian, thanks for joining me on the Happy Market Research podcast.

[00:12]

Thank you very much, great to be here.

[00:15]

Tell me a little bit about GlobaLexicon.

[00:19]

GlobaLexicon’s the biggest specialist market research focused translation agency. Operating worldwide with some very big clients, great portfolio focused on quality, have been doing very well over the last years.

[00:38]

How long has GlobaLexicon been around?

[00:39]

Two thousand four, but the first two, three years were probably in the second bedroom. Then you moved to a shared office of one, two, three. Probably over the last six years is really where we’ve put on the gas.

[00:55]

That’s the right way to do it though, isn’t it? Bootstrap the company, get to know the industry, product market fit.

[01:03]

Yes.

[01:03]

You’ve been there for eight years now.

[01:06]

Yes, so probably eight years, and then full-time essentially the last four, I would say.

[01:11]

Congratulations on that.

[01:13]

Yes, thanks. We have about 85 employees, so pretty good growth and good referrals as far as new business.

[01:22]

Maybe you could tell us a little bit why companies are choosing to use you guys over some of the competition, because there are a couple other companies out there.

[01:29]

Our key differentiator is we focus quite a lot on the quality aspect. Pricing is competitive, but possibly a little bit above. We focus very much on quality. We have an in-house linguist team, which most of our direct competitors, in fact probably all of our direct competitors, don’t have, in-house QA team versus using interns to quality check your material. Then that comes right up to the PM teams, who then have all of the notes, what we call delivery notes, that go right from the linguist team to the QA team, to the PMs and then out to the client. It’s very client focused. “Hey, we’ve noticed on question five, you’ve used this word, but we would suggest actually, in this market, changing it to this, and therefore the translation would be this instead of this.” There’s a lot of that kind of consultative service.

[02:24]

Language is so complex, because a lot of the communication is set in context. The words that we use in English to describe things versus Japanese, referencing the tea company behind me. That context, oftentimes I think, is overlooked or lost in translations for market research.

[02:54]

Yes.

[02:55]

It sounds like one of the things that you guys are doing is providing that lens for translation.

[03:02]

Yes, and it’s really, “What is that question trying to ask? What is the preceding question? Where are they trying to go with the research?” Which the team really pays attention to. Eighty-five percent of the revenue is market research, so the team is really focused on that for stuff.

[03:18]

That’s really interesting because market research is, in its own right, a language.

[03:23]

Right.

[03:25]

In a lot of ways, you’ve got to be fluent in lots of different…

[03:27]

Yes.

[03:29]

That’s great.

[03:29]

It’s going well.

[03:30]

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

[03:33]

Quote at globalexicon, G-L-O-B-A-L-E-X-I-C-O-N, dot com, and then the team picks it up. We go from there.

[03:44]

Of course, Kristian’s information will be in the show notes for this episode. How’s IIeX going for you so far?

[03:52]

I had an early flight. My son’s birthday was yesterday, so I stayed with him all day yesterday, and then left at 6:45. It looks very well attended, lots of good energy it seems, so looking forward to getting out there.

[04:06]

Good, I hope it’s a successful show for you. Thanks for joining me on the Happy Market Research podcast.

[04:10]

Thanks very much.

IIeX Amsterdam 2019 Podcast Series

IIeX Europe 2019 Conference Series – Jenny Karubian – Ready to Launch Research

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 Jenny Karubian, CEO at Ready to Launch Research.

This Episode’s Sponsor:

GreenBook

Contact Jenny Online:

LinkedIn

Ready to Launch Research


[00:02]

My guest today is Jenny Karubian. She’s based out of Los Angeles, California, which is like my backyard being in Fresno, of course. Ethnography research and strategy. Pretty good, right? IIeX Live Amsterdam, pretty good location. (Laughs.) She’s nodding. Tell me a little bit about your business.

[00:32]

An agency called Ready to Launch Research. We’re based in Los Angeles. We have a team of six of us. We primarily do all things qual, focus groups, interviews, ethnography, that’s something we really are passionate about at our agency, and a lot of hybrid studies. Most studies have some form of an online component as well as an in-person component, we’re doing a lot of that.

[00:57]

Tell me about a favorite project.

[01:01]

A favorite project!

[01:03]

Yes, a favorite, a stand-out project for you.

[01:07]

I did some non-profit research last year for an organization that wanted to talk to mothers about infant health. It was parents who had infants that had pretty severe illnesses. We traveled all over the country, we did this in six different cities and we met some really amazing moms all over the country dealing with a whole host of problems, things that ranged from partial infant deafness to conjoined twins. It varied a lot. And just learning about how parents really put their kids first in so many ways that it’s so nuanced and instinctual as well in how they work through these infant health issues so early on.

[02:00]

Was this done in a focus group facility or in-home interviews?

[02:04]

These were all in-home interviews, especially because parents of children of illnesses have a lot of difficulties traveling so we had to bring it to them. We tended to be in more remote areas, we did this in Idaho, Utah, and some pretty rural parts of Texas. Then we did some stuff in New York City which is a very different experience for people who are in a city versus people who are out in more rural American. It was very interesting to do in-homes in rural America because that’s not similar to what we typically do which tends to be more around the city. That’s where market research tends to happen most of the time.

[02:43]

Was there an “aha moment” in the findings that happened?

I’m thinking about the context of the insights. Focus group facilities are fairly sterile. Going into that home is much more intimate.

[02:56]

One of the big “aha moments” was how closely linked people’s financial well-being was linked to their child’s well-being. Even though everybody was putting the same amount of effort regardless of where they were, we could really see a lot of differences between people who were living clearly below the poverty line in middle America, versus people who are a bit more well off and living in Manhattan. Looking at how someone lives in their home is the quickest way to understand where they are in the social landscape of things, that was really clear to us by going into their homes.

[03:40]

It’s super interesting. It’s almost like that’s a sole other variable.

I did a study with Into It 100 years ago (laughs), where we had people take pictures of their desks that they worked at, then they would send us all of the pictures of their desks. It was really fun because it was a lot less about the desk and a lot more about all the stuff that was around it as it turns out.

[04:08]

Like what?

[04:09]

In that case, it was, they had a whiteboard or a corkboard. This helped. I’m not kidding when I say it was 100 years ago. (Laughter.) Corkboard! Anyway. It’s made of cork.

[04:22]

I’ve seen them before. (Laughter.) It might’ve been in a museum, but—

[04:25]

Yes, it might’ve been, exactly. Anyway, messy, that was an interesting part too. We had a bunch of transactional data on those businesses because this was in conjunction… Well, it was Into It, you know who Into It is, and it was all about board, et cetera, and some of it was self-reported, but you would see the relationship between the success of the business and… It wasn’t quite this clear, it was strongly correlated, and the messy factor of the stuff around, not on, but around in their office. Yes, it was a super interesting setting—

[05:01]

Were the messy people more or less successful?

[05:04]

I’m not going to say. Sorry.

My point though is that the broader view and actually being in-home, even though we weren’t technically in-home, the picture of the home was the key insight of that whole research. It’s funny that we’re talking about it now 20 years later, whatever… Yes, it’s about 20 years later.

That’s a standout research takeaway, and I have no idea what the charts and graphs where or all the hundreds of hours that went against the project, none of that. I still have pictures in my mind that stood out that we used in the presentation.

My point is that I feel like qualitative work is vital for our industry and we absolutely have to… Technology is creating this… Backing up, surveys are really conversations at scale, I need to do 1,000 surveys. Now with AI, qualitative can be done at scale to an extent, but you can’t replace the ethnography.

[06:28]

No, and it’s interesting. I worked on an ethnographic project that was with bicultural Hispanics in the US, our sample size was nine people. About a year later, another study came out that was a quant study, same topic, a sample of 5,000, different agencies did it. When I compared the findings side by side, we had learned the exact same things.

[06:53]

Really?

[06:53]

Yes.

[06:54]

That surprises me!

[06:55]

It was amazing, that was a huge moment for me because the studies knew nothing of each other, and to look at them side-by-side and to realize that from really getting into depth with people… Our in-homes were very intense. They were four hours long, an hour and a half were spent with the respondents’ closest friends at a place of their choosing, part was in-home and part was out at a restaurant or bar— Mainly restaurants and coffee shops. Very intensive four hours.

Then, this other study was a 20-minute survey, given all over the country, your national sample of 5,000 people, to see that you can reach the same insights through different scales was very significant to me.

Also, where we really came with the findings, a lot of times with ethnography, it’s not just about going to the homes and doing the research, it’s about spending the time to analyze the data. We had done a full day debrief with that. Our debrief was a solid eight hours of having the entire research team in a room, organizing our thoughts, putting together the themes. I don’t think that the research would’ve been the same without it, because not everybody can be at every in-home, there had to be that share out, and that share out had to be very intensive to the point that almost I couldn’t remember which ones I had done versus the ones that I had learned about because everything had been so shared and so emphasized.

As far as doing the ethnography, anytime there’s a very nuanced kind of project where we don’t know the answers right away, that’s the opportunity for ethnography.

[08:46]

That whole discoverability, you don’t know what you don’t know. Quant research just doesn’t pull that out.

[08:53]

No, it doesn’t. It’s great to follow with quant. Once you’ve done some kind of intensive ethnos, you can follow with it but—

[09:00]

It’s great to follow with qual after. It should play a regular part in the chorus of insights. It has to. Qualitative has to have that seed at the table if… You know the other part that would’ve been interes— They did a quant survey, you did your qualitative piece, do you have a sense of which one, and of course you’re biased, have a sense of which one may have impacted the organization bigger?

[09:30]

They were two different clients, two totally different clients. I had saw this other one at a conference, it was a conference presentation. As they were sharing out the insights, I thought, “Wow! This is amazing because we came up with the same stuff for a different client on our own.” But really it was more about understanding bicultural Hispanics as a subculture and that was driving different brands in different ways, really we had learned exactly the same things.

[10:03]

Ready to Launch, Jenny, thank you so much for being on Happy Market Research podcast.

[10:08]

Thank you.

IIeX Amsterdam 2019 Podcast Series

IIeX Europe 2019 Conference Series – Jan van Puyvelde – discuss.io

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 Jan van Puyvelde, Sales Director EMEA and APAC at discuss.io.

This Episode’s Sponsor:

GreenBook

Contact Jan Online:

Discuss.io


[00:03]

My guest is Jan with Discuss.io. What is your title at Discuss.io?

[00:06]

I am actually Sales Director for EMEA and APAC, so everything except the US.

[00:11]

We are here live today at IIeX in Amsterdam. How many times have you been to the show?

[00:16]

This the third time in a row. We are attending because many brands attend. It is a nice blend between agencies, brands and startup companies. For me as a sales director, obviously, I needed to start the sales from scratch with Discuss.io three years ago. This was the perfect opportunity to have the opportunity to talk with different global brands at the same time, and to ramp up the collaboration in a more strategic way. That’s why we are attending.

[00:47]

Third year, you guys have a booth. What do you think about the new booths?

[00:50]

Yes. It is slightly different, but I think that definitely, the booth we have today is much better than a table.

[00:58]

I agree I like it a lot more than the…

[01:00]

Exactly. It’s more convenient to talk because you can stand, or you can sit so it’s easy to talk for people.

[01:07]

I was really reluctant because I had not seen one before. I am so glad with it versus the traditional tables you see along the outskirts. I feel it is far superior for having a conversation.

[01:18]

Correct, I agree.

[01:19]

In your close quarters what makes it feel busier? Even if I am standing by myself, I don’t feel like I am by myself. As opposed to normally, at a table, there is this vast expanse of nobody.

[01:31]

Exactly, (laughs) I agree.

[01:33]

Discuss.io, you guys have had a tremendous amount of success since founding the business, right?

[01:41]

Correct.

[01:42]

Talk to us a little about what you guys are doing right now.

[01:45]

Right now, actually we’re online do-it-yourself Qual research platforms. We give the ability to connect with consumers in real time online. The major takeaway is actually that its time and cost-effective. This means that you can get respondents faster in front of you, in real time anywhere in the world and in a more cost-effective way. It’s just a matter of a couple hundreds of dollars, instead of spending thousands of dollars. That’s really the bottom line of the tool. It’s actually made for everyone. Incite people really like that its cost and time-saving. Marketing people really like it because it can have the ability to connect online with consumers, and pop that extra question and take it into feedback and product as they go. The product is evaluating constantly right. We have some new features in our product, but right now we see that more and more large brands are onboarding our solution. They really feel, and see, and experience the added value. That is the reason why they start rolling it out in more strategic ways of using it as a strategy rather than another methodology. That is what we are seeing happening now. With all the big brands, like the FMCG brands and other verticals right now.

[03:00]

You guys have tremendous scale, right?

[03:01]

Uh-huh.

[03:02]

Thinking about your early days, Unilever, I think, in the innovation department is where you got your footing. Of course, Unilever being a global brand that you had to be able to support research across the globe. Has that been a challenge to keep scaling?

[03:22]

It is obviously a challenge because you are just another kid on the block. You need to make the difference. That is also one of the reasons why onboard is the company to put the company on the map in the European Market because the European Market is an important test marketing research. I think we are doing a pretty good job here. Quite some traction in different verticals, not only FMCG but again once one company starts seeing the added value and they have track records where they have a customer’s journey. Where there is a proven fact that they save not hundreds but millions of dollars by using our tool. Others are looking as well and it is more easy for us in some ways to onboard them as well.

[04:07]

Market research is a fairly unique space to exist in, right?

[04:15]

Correct.

[04:16]

Are you seeing your customers primarily centered in market research? Or are you moving directly into marketing departments?

[04:25]

It depends. Our tool really is used for two purposes. It is that ad hoc research and the consumer connect. Let’s say the higher target, or the higher aim in the customer journey is really like if they want to roll out a consumer connect program, an empathy program, or a closeness program, whatever you want to call it. Then our agile, or we call it more pivoting tool becomes really interesting. There the added value pops because we can connect on a regular basis with consumers. Connecting on a regular basis means that also research people, incite people, but also the marketing departments, H.R. departments, even C-level departments take can take advantage of the tool. It can be used for anyone in the company in any division for any purpose. I think this is really interesting because if they sign up for a large annual contract anyone can use it, anyone can spend a bundle. This is what I really like, that it is not only focusing on a niche like you mentioned market research.

[05:24]

Are you finding that the use case is more in line with decisions that are being made? For example, thinking about people that are implementing changes to user journey or software or whatever. They have a question, right?

[05:46]

Mm-hmm.

[05:47]

That they need to answer, this versus that. Is that the ability to log into the platform, execute, as opposed to go through a proper market research process.

[05:58]

Exactly. By using our tool is just a matter of days instead of a matter of weeks. That’s what they really like. When they want to pull up that extra question, normally that takes a lot of time. First of all, it has to involve some sort of recruitment, and it has a high cost involved, and it is time-consuming. It is all about cutting these barriers and then by using our product they will be able to connect with consumers faster. When you can connect faster, means you can also go quicker to market in the end of the game. That is really where companies look at, to make it more time and cost efficient.

[06:36]

Amsterdam, of course, this is a spectacular city. This is my first time here. What is the one thing I should do?

[06:49]

One thing you should do? Last year we did, with our customers, the canal tour. That was pretty awesome. We rented a small boat and some potential customers and existing customers were on the boat tour. We had some drinks and some small snacks, and that was really cool.

[07:06]

You are the fifth person that has told me that. I think I’m definitely going to have to figure it out (laughs).

[07:11]

It must be true.

[07:12]

Yes, (laughs) it must be true. That’s right. Jan, Discuss.io, if someone wants to get in contact with you how would they do that?

[07:19]

We have a booth here, so people who are listening right now they can just visit us at the booth. If not, they can go to the website. I am on the website, they can drop a line, and we can get in contact. Or even better, we launched recently a code form, and this means that once you have a project in mind, even if it is just to get an estimation, you put the info in the landing page and you will immediately get an estimate.

[07:45]

I love that, and of course, the website is Discuss.io. Thank you so much for being on the Happy Market Research Podcast.

[07:57]

Thank you for the opportunity. I really appreciate it.

IIeX Amsterdam 2019 Podcast Series

IIeX Europe 2019 Conference Series – Frank Hayden – Op4G

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 Frank Hayden, COO at Op4G.

This Episode’s Sponsor:

GreenBook

Contact Frank Online: 

LinkedIn

Op4G


[00:01]

We are live today. I have got Frank Hayden, the CEO – COO, excuse me, right? For Op4G?

[00:12]

Op4G.

[00:12]

Op4G, sorry. Which sounds like a rapper sort of thing.

[00:18]

It can be to some people. (Laughs.) But in the market research space, we’re a—

[00:23]

You down with OP— Anyway.

[00:24]

Yes, Op4G is Opinions 4 Good and we work with nonprofits. From the food bank of San Francisco to American Red Cross to very local charitable groups. We do an outreach for them to have their members, their donors, volunteers and supporters to join our panel and with their participation of surveys, they have to put back a percentage to the nonprofit that brought them to us. We’re here today in Amsterdam rolling out our European business.

[01:06]

How are you guys different than Research For Good?

[01:10]

We’re different in the fact that we actually go out and make the relationship with the nonprofit, which means it’s a little bit stickier. They can go into our portal and see how many dollars that their research activities have generated for that nonprofit. Research For Good, you join their panel, and they do more of a river based sampling as well, mixing that in, which we’re different in that fact that we only work with nonprofits exclusively. With them, you can pick and choose who you want to join with. With us, you’re pretty much invited in. There’s no open recruitment.

[01:59]

That’s super interesting. How long have you been around? Has the business been around?

[02:05]

Eight years.

[02:09]

And you were early? A founder?

[02:11]

I was early in. They asked me to come in. I was with Greenfield, then Toluna, then sat out a year, and then they asked me to pretty much start the business from scratch.

[02:22]

It’s interesting having an invite-only approach because one of the biggest issues facing market research, in my opinion, is centered around data quality. I’m 22 years in the industry. CPIs continue to go down. We’ve hit the bottom of that, by the way. The actual amount of money or reward that goes to the respondent is relatively small. Again, in aggregate, not picking on any specific brands here or companies. It really is, for me, creating this moment of crisis. I do this exercise, in fact, I’m going to do it tomorrow when I speak here: “How many of you have taken a survey in the last six months for third-party companies?” I’m not talking about satisfaction on the last customer service interaction, I’m talking about outside solicitation of, “I’d like your opinion.” The answer is not very many people ever raise their hand to that question. And yet, there’s an order of, back of the napkin, about 1.4 million surveys that are done in North America every day. There are a lot of surveys that are being done, and I can’t figure out who’s doing all the surveys. You’ve got this inflection point of overall CPIs are really cheap and then you’ve got more demand for people to take surveys. It’s starting to really kind of hit this, in my opinion, I’m calling it a crisis, that’s probably overstating it, but it’s a material concern centered around data quality. How good is the actual data?

Just to finish the point, Remesh, I’m very good friends with Andrew, the founder, and Gary, his COO. They now have in their open-ended, moderated, chat-based discussions, they now ask a screening question which is, “What is your favorite color?” Sixty percent of the answers that they get back are, on average, are “I really like that” and “ASDF.” That’s the first question. (Laughs.) Right? That’s kind of the problem that we’re facing and so having an invite-only panel is interesting because, presumably, you’re inviting a real human being.

[05:00]

We are stepping back the pricing concessions you’ve seen in the market, we feel like we have not been participating in that, the reason being is because of our model we’re not allowed to present a dollar incentive knowing that the nonprofit is going to benefit, at minimum, 25 percent. That allows us to, unfortunately, good and bad, stay out of the bottom pricing, which we know the market’s been driven. Either then-clients or the panel spaces have kind of eroded each other. That has allowed us to find our space very up top.

Especially with B2B and healthcare, knowing that health and wellness are really very critical for the population. For the next 20 years, there’s ways how our method will work in this space because the incentive is real and it’s going to the respondent as well as the nonprofit. The quality is an utmost concern for us. People have initially marked us as, “Oh, you’re very altruistic,” and, “You’re do-gooders,” and we’re like, no, it’s actually trying to get the work done. As you know in research, it’s everybody wants it done yesterday and today. We feel like with our model it allows us to have a high standard of quality but yet also get the work done because it’s actually real money and there’s real contributions to a nonprofit.

[06:42]

My guest today has been Frank Hayden, the COO of Op4Good. Frank, thanks very much for being on the Happy Market Research podcast.

[06:53]

Thanks for having me. I’d like to say hello to Michael. Michael, I’m in the market for a new car. Michael McCreary, wherever you are, if you’re listening, please call me and see what’s in your inventory.

[07:07]

(Laughs.) That’s great.

[07:08]

Thank you for having me.

[07:09]

Of course. Really quick, what do you think about the show?

[07:13]

I’ve been here five years and this has been the largest attendee show in the five years I’ve been here, so, looking forward to the next two days.

[07:23]

It’s going to be fun.

[07:23]

We’re sponsoring the Research Club tonight for drinks, please join us.

[07:27]

Yes, I’m looking forward to being there.

[07:29]

Yes, it should be a great time.

[07:29]

Yes, thank you for that.

[07:30]

Yes. Thanks for having it.

IIeX Amsterdam 2019 Podcast Series

IIeX Europe 2019 Conference Series – Florian Passlick – eye square

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 Florian Passlick, Research Consultant at eye square.

This Episode’s Sponsor: 

GreenBook

Contact Florian Online:

LinkedIn

eye square


[00:03]

My guest today is Florian. Thanks for being on the Happy Market Research Podcast.

[00:08]

Yes, sure. We are happy. Thanks.

[00:10]

Tell me a little bit about Eye Square.

[00:12]

We are a market research company based in Berlin, Germany, and our approach is to use implicit and explicit measures to get in touch with the full experience that users and consumers in the digital age have.

[00:28]

How long have you guys been around?

[00:30]

We’ve been around for 20 years this year. It’s our anniversary this year.

[00:34]

Congratulations.

[00:35]

Thanks so much.

[00:36]

Two decades is remarkable.

[00:37]

Yes, it’s pretty much a good thing to have, and we are happy, and we’re going to celebrate it.

[00:42]

As well you should.

[00:43]

I think it’s September or October this year, so I’m excited about that.

[00:46]

How is IIeX going?

[00:48]

It’s going very well so far. We’ve got a lot of interest, some interesting talks as well. It’s been a good venue for us this year definitely.

[00:55]

Who is an ideal customer for you? What type of buyer?

[01:01]

That’s a good question. I think buyer, that would be someone who knows what he wants, and who knows how to communicate his or her needs to us. I think that’s the thing we’re all looking for right now.

[01:17]

Are they corporate? Are your customers primarily in the corporate space, or are they in the agency space?

[01:23]

Both actually, but I would say the corporate space outweighs the agency space by somewhat.

[01:30]

In 20 years, 20 years is a long time. 2002 you were founded. Sorry, 1998. My bad, math. 99, because we’re at 19 now. My God, what’s happening?

[01:44]

(Laughs.) Yes, time’s flying.

[01:47]

Yes, both directions apparently in my brain. Anyway, a little embarrassing. There’s been a lot of change, right? There are a lot of disruptive technologies, markets have collapsed, economic markets. What are you seeing that’s trending right now in the market research space?

[02:07]

What we see at least at (02:09 unclear) is that it’s especially about e-commerce, so we see that there are a lot of people actually asking us about their virtual space and whether we can test for example shelf packaging and supermax shelves in virtual environments. What I also see is data. I think big data, that’s a big point, and also trying to gather the true experience, for example, users have on social media environments. What I sell a lot is, and approach me actually stress a lot too, it’s testing in natural environments. Not having some artificial space to present an (02:46 unclear) in or something like that. It’s about true experiences in context.

[02:51]

I love the in context piece. You are the third person now that has talked to me about this, and it is my favorite thing.

[02:56]

I think it’s the term of this year, and I think it’s a pretty valid if not the valid approach.

[03:01]

The in context is also I believe one of the hardest things to do at scale for researchers.

[03:07]

It is. I have a little gong going on. What we see is that, our customers at least are very happy that we can provide an in context approach, which means that we can do ad replacements for example on live Facebook, live YouTube, live Instagram, and they’re baffled by that somewhat, but also they’re happy because it’s just a reflection of what’s really happening out there, and so I think it is very valid, and it is the only true approach maybe.

[03:39]

Are your customers predominantly in Europe?

[03:44]

Not really. I think that’s one of the things that’s changed in the last few decades. We were pretty focused on the German market, but now we are expanding a lot. We have an office in China since two years. We have a lot of customers in the US market. We actually did a study last year. No, it’s one a half years ago already. We went to seven different countries including Brazil, Australia, Indonesia, the United States to do an in-home study to accompany participants to their homes and have them watch TV for an hour. We saw pretty interesting things across very big markets, across very different markets, and I think it was until now the most interesting study I was able to do.

[04:28]

My guest today has been Florian with Eye Square. If someone wants to get in contact with you, how would they do that?

[04:35]

They would go either to our website eye-square.com, or they can contact me at Passlick, P-A-S-S-L-I-C-K, @eye-square.com.

[04:45]

Perfect. Florian, thanks for being on the Happy Market Research Podcast.

[04:48]

Thanks so much.

[04:49]

Enjoy the rest of the show.

[04:50]

You too, thanks.

IIeX Amsterdam 2019 Podcast Series

IIeX Europe 2019 Conference Series – Estrella Lopez Brea – CPW

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 Estrella Lopez Brea, Global Head of Consumer Connections at CPW.

This Episode’s Sponsor:

GreenBook

Contact Estrella Online:

LinkedIn

CPW


[00:02]

I have a special guest. You were a speaker earlier today, right?

[00:05]

Yes, I was.

[00:07]

Tell us a little bit about what it is that you spoke on.

[00:10]

I spoke this morning about the importance of large corporations to remain competitive in the marketplace, and the need to adjust their ways of working and doing innovation in order to remain competitive in this changing environment.

[00:27]

That’s a relevant subject.

[00:29]

Exactly.

[00:29]

You’ve been in market research for a long time?

[00:34]

Twenty years.

[00:35]

That’s impossible, by the way.

[00:37]

No, no (laughter). It is possible.

[00:40]

This is 22 years for me, which, again, seems crazy.

[00:45]

Time flies.

[00:46]

Yes. What did you do before market research?

[00:49]

All my career has been in market research.

[00:52]

Really?

[00:52]

Yes.

[00:53]

How did you wind up in market research?

[00:58]

To be honest, I’ve always loved getting to know people as humans and culture, their culture, their behaviors. Getting to understand where people were from, and what were they doing and why. That was a little bit in my background. When I got my first job in the U.S., in Chicago, I used to live in Chicago, in a pure market research agency, I was like, “Wow. I love it.” (Laughter.) Then I moved to the client side and have been working in different companies across the globe.

[01:35]

Where did you grow up?

[01:37]

In Spain. I’m originally from Spain.

[01:39]

What part?

[01:40]

From Madrid. I lived in the U.S., and then I went back to Spain. Now, I live in Switzerland.

[01:47]

Chicago’s very cold right now.

[01:52]

Very much indeed (laughter).

[01:54]

You’re lucky you’re not there.

[01:54]

Winters are hard.

[01:56]

Especially this winter oddly enough. What do your parents do?

[02:01]

That’s interesting. They’re not retired, but my dad used to be a lawyer and my mom used to be a VP in HR. A lot of human contact, too. That’s where I learned about the importance of empathy.

[02:22]

From your mom and then your dad. Lawyers, it’s very processed, right?

[02:27]

Yes.

[02:28]

You have the methodology connection there, don’t you?

[02:29]

I do. Yes, I do.

[02:32]

Remember the early days of market research, when you started… This is going to be an unfair question, I’m talking about 20 years ago. How much time was spent, in those early days, on the added value or the actual impact of the research versus the logistics of the research? Do you remember on a percentage basis? I know this is going to be a wrong answer no matter what, but—

[03:04]

I don’t know, but I—

[03:04]

Was it 25 percent? Five percent?

[03:07]

I don’t know if I can give you a number, but I can totally see that that has absolutely shifted from back then to how things are right now. How I live it right now, because in the company that I’m working under, there’s a huge change and shift in the way we are approaching consumer research. I don’t even like to call it consumer research. For me, it’s just insights. Gathering insights from consumers.

Before, it was all processed and validation. This was exactly what my presentation was about. We were a function that supported the lead function, which used to be marketing. Now, we’re just strategic partners and we have so much accountability for the impact that the whole function has in the organization that it has to meet. It has totally shifted, and it’s much more rewarding right now.

[04:06]

I agree. There’s not been a more exciting time in my career for market research than right now.

[04:11]

I agree, absolutely.

[04:14]

We have a seat at the table. Successful businesses know that Amazon didn’t accidentally win over the last 10 years. They’ve been using consumer data in order to drive business decisions, that and Google. You just picked the major brand that’s had success. Data has to be part and parcel in the decision-making process, which means that market research gets to play a pivotal—

[04:45]

Very big part.

[04:45]

At the board level.

[04:47]

Yes.

[04:48]

Yes, for sure.

[04:49]

Absolutely. In the organization and Cereal Partners Worldwide, our VP reports directly to the CEO. That’s because the CEO is so consumer-centric. That drives the whole organization to be centered around the consumer. That makes a huge difference.

[05:08]

It does.

[05:09]

These other organizations where it’s just a support function, where you have data for, what added value can do there?

[05:16]

Yes, exactly. You’re right. That CEO has got to drive the culture of the organization.

[05:23]

Yes.

[05:24]

If you’re going to be consumer-centric and ultimately successful, it has to start at the top. It can’t function any other way.

[05:31]

Exactly, yes.

[05:32]

It’s funny how it’s changing the way that businesses are… I’ll pick on McDonald’s because they’re my go-to example recently. They’re advertising high-value options for their consumers at the point of purchase as opposed to the more lucrative products, whether it’s four for two or whatever. What that’s doing is it’s creating this positive goodwill with the consumer who’s cash strapped, or whatever. That wins the long game as opposed to, “How much money can I eke out of that transaction at that point in time?” Seeing them as this exploitative view.

[06:22]

Absolutely. One of the things that I presented this morning is that part of the process in sometimes large corporations is that instead of having the consumer at the center at the beginning of the development journey, you have the business as the center. Business is important. You have to make money out of what you’re doing. If you start with a business need instead of with a consumer need you can accelerate and innovate fast, but that’s never going to work because there’s not a consumer need behind it. If you start with a consumer need and then try to make the business work around it, then that makes another level. That’s the mindset that we need to change in large corporations. As much as there’s a big opportunity for us to enter an opportunity, there’s an opportunity to make money in this area. Great. If there’s no consumer need, forget it.

[07:22]

Yes, exactly. It all centers around that wide space of the need. This is where I keep coming back to it. We need to have that fair trade or exchange so that the consumer feels like there’s a partnership with the brand.

[07:40]

Yes.

[07:42]

It’s a neat time. It’s just a neat time. I’m thrilled to see where our industry is going. The other part, are you seeing an emphasis on storytelling inside of the organization?

[07:52]

Also, yes. In our function, too, because we can have as much data as we want. If we’re not able to tell a story with it to impact the organization, then it’s worth nothing, too. Around the value of what we do. Around the function itself, much more focused, too.

We are advocates. What we learn has to be translated to our organization in a way that it’s simple and clear. You have to be able to tell a story, your elevator pitch. To answer what they want to hear, not what your story is. Before, we came with 100 slides with everything that we’ve learned. Who cares about that? (Laughs.)

[08:38]

They used to go into the library, the corporate library, which is a real thing you said exists. A body of knowledge and a library.

[08:45]

Now, meeting for 30 minutes. You have your CO there, your story to tell, you have 30 minutes. You have to be sharp, choose the battles that you want to pick and go and tell them in an interactive and engaging way or you’re done. Your credibility is lost (laughs).

[08:58]

That’s right. It’s a neat time. I don’t know if you heard this first speaker this morning. He was talking about how research is a learnable skill. Transferable is his word. Research is a transferable skill. You’ve got market research as the consumer mind, but you also have user experience or customer experience. You have data science, which is sitting in some corporations outside of market research. Are you seeing cooperation across the organization across those… I’ll call them… I don’t know that they’re three disciplines. They’re one discipline, but specific focuses. Are you seeing cooperation across your organization?

[09:55]

I’m seeing more and more. Also, we’re leaving this time where our function is being fluid. There’s no stiff box where a consumer research function sits. The power that we have to influence is not in our function itself, but in how we can connect the dots across the different functions to make a story or to build a compelling case. It’s not about just us as, “We’re bringing the insight.” There’s nothing like that. It’s, “How is what I’m doing connecting with what my colleagues here are doing and with what others are doing? Let’s build this net of insights that are retrofitting each other.” More than anything, we need to collaborate with each other, because the answer is not in one source.

[10:51]

Yes, exactly. That largely speaks to our view of diversity as well. People with different points of view and with different backgrounds, even to the point of gender and ethnicity, it goes to the broader… It creates a more complete lens to understand the current market and the consumer challenges, and how we can, as brands, address those particular issues that they have.

[11:18]

Absolutely.

[11:19]

You’ve been doing market research for a little while.

[11:22]

A little bit (laughter).

[11:24]

What do you see as a trend in the market research space right now?

[11:31]

Agility. The need of moving at another pace. Times are changing. What was valid before, the processes that you used to have, is not valid anymore. Having a project that goes to field, has a month of fielding and another three weeks to get the report back and then another two weeks to get the… That’s not working. That affects not only in the way we request our pieces of research but also in the way we innovate within the organization, in the way we’re building our communication. Everything needs to be much more agile.

To me, there are three words that I usually use to… The three criteria that I put as a tick in everything that I do. The same, I do with my team which are agility, collaboration, and consumer centricity. Everything that we do needs to have these three elements together.

[12:36]

It’s like a three-legged stool.

[12:37]

Yes. I feel that’s needed in order to… This element of being agile in the way we collaborate is not only about speed. It’s about flexibility to do things differently, to pivot. Things are changing every day, so we have to be a function that, more than anything, has the ability to move, to do things differently, to change the pace if needed. We need to respond to what’s coming. What was working yesterday is not necessarily working today.

[13:12]

Yes, that’s so true. You’re right about the, “As long as we’re set up to cope with the change, which is agility.” Then you’ve got the processes and the injection points of the consumer when the decisions are being made. That’s more of a skill or a cultural norm that has to exist. I love how you framed it. It’s got to start at the top.

[13:38]

Yes (laughs).

[13:38]

Go ahead. I’m sorry.

[13:41]

No. I was just going to say that, more than anything, when I look for skills in my team, I always say that soft skills are more important than hard skills. When I hire someone in my team, they need to have the basics. If they don’t have the flexibility, cooperation, ability to move fast, to change, to pivot, initiative and curiosity, you can know it all, you won’t be able to succeed in the way we are right now the organizations are working. If you have those skills, everything else can be learned.

[14:22]

Estrella, thank you so much for being on the Happy Market Research Podcast.

[14:26]

Thank you. It’s been a pleasure.

[14:27]

Time to get back to the show.

IIeX Amsterdam 2019 Podcast Series

IIeX Europe 2019 Conference Series – Dorte Torpe Hansen – Strategir

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 Dorte Torpe Hansen, International Business Development Director at Strategir.

This Episode’s Sponsor: 

GreenBook

Contact Dorte Online: 

LinkedIn

Strategir


[00:01]

My guest today is Dorte from Strategir. I’m sure I botched that name. How are you doing, Dorte?

[00:09]

I’m good. Thank you, and you?

[00:11]

I’m doing very well. We are live at IIeX. How is the show going for you?

[00:17]

Yes, it’s going okay. I’ve only been here today, I got here this morning but my team is quite happy with the show in general so, it’s good.

[00:26]

Tell me a little bit about your company.

[00:29]

Strategir is a full-service market research agency. What we are showcasing at the moment is how we use VR to set the context for any research we do really. Context is critical for people when they make decisions and we might make a different decision in a different context, so we use VR to immerse people in a situation.

[00:56]

Two things that are really interesting, the first is I’ve only heard one other company here talk about context of insight, and that is probably the single biggest missing piece of research because we think of it as a clinical trial. The reality is if I’m trying to catch a taxi in the rain, my answers to a survey might be different, right?

[01:25]

Yes.

[01:26]

Then if I’m sitting at home in front of the fire or—

[01:27]

Absolutely.

[01:29]

The context of the insight is paramount.

[01:32]

Yes.

[01:33]

The other piece that’s interesting is to solve that you’re using VR. Tell me a little bit about the solution.

[01:39]

VR is just technology, so we just use the technology to set the context for whatever we are trying to achieve. We use VR in a number of different situations. The case study that we presented this morning was about using VR for sniff testing essentially to understand fragrance, so simulating when you take your washing out of your washing machine. If you have people immersed in a situation that looks like where they take the washing out of the washing machine, that differs by country, of course, we get much richer answers, we get more committed respondents, better quality research, essentially. We can also use it for things to do with shelves for a shopper. We don’t know how we shop, but if we put people in a context where that is a realistic situation, ask them to make a purchase, that’s more reliable than if we just ask them what they would like to buy out of context. Many different situations, many different ways of replying it.

[02:49]

Do you have a standout study, some project that you’ve worked on where you’re like, “Wow, that was really fun”?

[03:00]

There are many that are fun. The one we did where we presented the case study, it was really very interesting to learn how something as simple as washing powder can be really engaging for consumers to talk about. You think it’s quite boring but people were quite engaged. We gave them the chance to take the VR off, they didn’t want to. They wanted to just be in the situation, so it’s quite interesting to learn that people just quite like it as a technology—

[03:40]

You don’t hear that very much as a researcher do you?

[03:43]

Not exactly.

[03:45]

How long does it take to do a project? Did you have to build the virtual environment, right?

[03:52]

Yes. We’ve got an internal team that builds the environment. It depends on what the environment is, and it depends on whether you need to interact with products on the shelves or something like that. Generally, we’ve chosen to build an environment.

[04:07]

So fast.

[04:10]

Yes, quite fast.

[04:11]

I would imagine a pain point would be the co-creation of the environment with your customer?

[04:18]

Yes. You need to set a realistic context, something that’s realistic for whatever it is we are testing. That could be a challenge depending on the country, the environment, the type of shop. If it’s a shop, what else needs to be in there to make it realistic. Yes, but we will get there. We will get there in the end.

[04:40]

What markets are you operating in?

[04:44]

In terms of geography?

[04:45]

Geography, yes.

[04:46]

We operate worldwide, so we have our own offices in France, UK and Germany and then we work through our joint venture partners in the rest of the world in different countries.

[04:56]

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

[05:00]

They can either come and see us here at the stand or they can visit us on our website. There’s a contact function on the website as well.

[05:09]

That is Strategir, S-T… Sorry, my glasses S-T-R-A-T-E-G-I-R.com, right?

[05:19]

Yes.

[05:19]

Of course, that will be available in the show note. Before I let you go, you’ve only been here for a little bit, what’s the highlight of the show so far?

[05:29]

It’s the chocolate mousse that tastes like banana.

[05:38]

Dorte, thank you very much for being on there Happy Market Research Podcast.

[05:41]

You’re welcome. Thank you.

IIeX Amsterdam 2019 Podcast Series

IIeX Europe 2019 Conference Series – David Abbott – Take Note

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 David Abbott, Commercial Director and Head of Product Management at Take Note.

This Episode’s Sponsor:

GreenBook

Contact David Online:

LinkedIn

Take Note


[00:00]

IIeX, we are live on the show floor. How is the event going for you?

[00:07]

It’s my first time here. It’s been a great event, great talks, and great to meet so many of our customers and co-suppliers in the industry. Yes, it’s been a strong event for us.

[00:19]

Where are you guys based?

[00:22]

In London. Yes, by London Bridge.

[00:25]

My guest today is David Abbot, with Take Notes?

[00:30]

Take Note.

[00:31]

I love that. Tell me about Take Note.

[00:37]

We’re a transcription business. It’s called Take Note because, originally, a couple of ladies, our founders, started up on their own, taking more professional notes, at meetings, particularly market research meetings which meant the moderator, or whoever was leading the meeting, could fully focus on having the best meeting possible and expect a professional transcript afterward.

[01:02]

That’s brilliant.

[01:03]

That’s growing and we still do a lot of that. That’s still a growing business for us, but the larger part of our business is now transcription and particularly where it’s market research transcription. We specialize heavily in there. Focus groups tend to be too complicated for a less quality-driven service, and a couple of our friends in the business at the moment are monitoring speech-recognition. Every time I tell people what I do, they say, “Oh, what about speech recognition?” I’ll talk about that a bit in a moment. The other theme, especially with video becoming so prominent now is that video and audio are the right ways to create the best content or discussion, essentially, and with video facial recognition, et cetera. They’re not always the best way for people to digest the content, because they might want to skim-read through.

If you create a one-hour video, for instance, the person knows they’ve got to invest an hour in consuming that. Whereas, with our transcripts, you can go very quickly, go to the part that you want to. Or, the five minutes you’ve got now, you can skim-read maybe 20 minutes of audio. That’s a big thing for us. We’re working with market researchers and brands, not only on their research content but on their internal comms. Customer insights is a big area for internal comms, getting everybody on board, et cetera. They’re starting to create more podcasts, more videos. As I say, that’s the right way to create them. Might not be the most engaging way to digest them for everybody around the business.

[02:47]

That’s really interesting that you’re moving, not just in research but it sounds like you get a much broader footprint inside of the corporation.

[02:56]

Yes, absolutely. It’s from talking to customer insight teams about their pains and their challenges. It’s the age-old one with customer insights of everyone around the old stakeholders, understanding what they do. That’s where that corporate piece came in as well.

[03:13]

You do the actual transcription piece of it. Do you then have a system for saving/retrieving that type of relevant information? It seems like you could almost apply some machine learning or AI or something fancy to that at a corporate level because you’re the keeper of the conversations.

[03:36]

Absolutely. At the moment, they are all in our secure portal. With Beta security, we make that number one priority, closely followed by customer service. If you want us to provide transcripts, you upload to our portal. You don’t email any of your data anywhere. Then, once we’ve completed the transcript for you, it’s human transcription, but they also work within our portal. You just get sent a link, so you have to log back in, hence the security, et cetera. In a way, we are a library of everything that you’ve had transcribed. A very feasible “Next step” is how we combine that with other content you might have and become a repository for everything good you’re creating at the moment.

[04:23]

Somebody wants to get in contact with you at Take Note, how do they get in contact with you, David.

[04:29]

Yes, straight to our website, TakeNoteTyping.com. They can contact me directly. I am david@takenotetyping.com. It would be great to hear from people, as there’s a lot happening in the space. A lot of the conversations we’re having are security-lead at the moment, but the human transcription in our industry is still absolutely vital, because, with speech recognition, for instance, the challenge, always, with speech recognition has been, “Can it correctly identify what’s being said?” Then you throw regional accents into that, and it stops doing that, at any level. In the service we provide, it’s about what we don’t include.

When people change their thought path, and they don’t want the original line that they started talking because they superseded it themselves, we can clean the transcript. We take that out, order ums and ahs and kind ofs and all of those things that people don’t like hearing themselves saying. Again, we take them all out with the transcripts. You get all of the meaningful stuff.

[05:36]

Right. It’s a lot of value add that’s happening in the post-processing of that transcript that creates a better and deliverable for the customer, more usable.

[05:48]

Yes. Quicker to use, more efficient for research. We’re at that part in the supply chain between gathering the content if you liked during the groups, et cetera, and making some insights out of those. We can save hours giving the cleanest transcription at that point in the process. Yes, absolutely.

[06:09]

My guest today has been David Abbot with Take Note. David, thanks for being on the Happy Market Research Podcast.

[06:14]

Thanks, Jamin. Thank you.

IIeX Amsterdam 2019 Podcast Series

IIeX Europe 2019 Conference Series – Bjorn Londahl – Cint

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 Bjorn Londahl, VP of Technology at Cint.

This Episode’s Sponsor: 

GreenBook

Contact Bjorn Online: 

LinkedIn

Cint


[00:02]

My guest today is Bjorn, with Cint. Welcome, sir, to the Happy Market Research Podcast.

[00:08]

Thank you very much. Nice to be here.

[00:09]

You’re speaking tomorrow at IIeX, right?

[00:13]

Yes.

[00:14]

Tell us a little bit about your talk.

[00:16]

I’m going to talk about driving innovations and primarily how we do that at Cint by running quarterly hackathons. It’s a way to push innovation, to free up our mind, free up our time and it’s actually been super productive. I hope that I can share some knowledge about how we do it at Cint.

[00:38]

How long have you guys been doing hackathons?

[00:41]

Basically, since I started. It’s like four years now.

[00:45]

You’re based out of Stockholm?

[00:46]

Yes.

[00:47]

Do you do it company-wide?

[00:49]

Yes. We have development teams in Stockholm, the U.S., and some in Asia as well. I will also talk about how we did hackathons that are not only tech-focused, that actually involves other parts of the business. Cint is a global company so we have …

[01:08]

You have got to tell me a little bit more. You do hackathons, but non-technical?

[01:13]

Yes. You can call it different things, basically what it is all about is getting people and stakeholders in a room for a period of time and try to innovate… It doesn’t have to be in technology. You can innovate in business. You can innovate in process. If you have the time and you are able to try different things, you can actually get a really good outcome even for non-technical hackathons.

[01:46]

That’s pretty cool.

[01:47]

Yes. I think so.

[01:48]

Do you have an example of a specific time there was a great outcome?

[01:52]

Yes. I’m going to talk about that tomorrow. We actually had a session around quality where for basically two days, we gathered all the stakeholders… The thing is that usually you know the problems and you often have ideas of how you could solve it, you never have the time to actually approach those. If you actually take the time and do it focused… We actually came up with a lot of different things that we could improve the process. That we can approach different clients, different partners and after these two days we actually had a really good outcome and we were able to improve the quality throughout the whole platform within just a couple of days.

[02:37]

In business, you’ll have these persistent problems in dysfunction and you can get through it by just band-aiding the problems. It’s not solving it, it’s just like, “Okay, I’m just going to keep doing it the way I’ve always done it and I know that there’s this workaround.” Then you just build the business processes around these workarounds. By taking a dedicated period of time, and actually solving that, whether it’s a process, technology, new product or whatever, it can add tremendous leveragability inside of the business.

[03:12]

Yes. Usually, when you get in those sorts of states, you have this mental concept that this is so hard to get out of. When you actually focus and take your time, you realize that it wasn’t that hard actually. You just had to do it.

[03:27]

You just have to put the work in.

[03:28]

Yes.

[03:29]

That’s a great point actually because it’s “easy” to be lazy.

[03:34]

Yes.

[03:35]

You brought this concept, obviously, to Cint when you joined. Was it hard to get executive buy-in?

[03:45]

No. Not at all. We started–

[03:47]

There’s a right answer by the way. (Laughs.)

[03:51]

We’ve done this in the tech team. We did it by ourselves, now as we’ve moved on, the business as a whole has realized all the good things that come out of it. Now it’s really something that everyone appreciates and talks about and likes. You can start in a small set and then expand it. People love innovation and if you just heads-up it’s not that big issue. That’s the thing about a hackathon. You take one or two days off basically from your normal work. That’s not that much. You’re not investing that heavily in something. It’s kind of easy to get a buy-in.

[04:38]

Have you ever partnered with a customer to do something like that?

[04:44]

Yes. We have had customer input. We have discussed about actually inviting them and being a part of it. We haven’t done that yet, but it’s on our roadmap. To actually do more customer-based where we actually involve specifically with partners. To invite them.

[05:01]

There could be a lot of potential value created by, even if the actual end result wasn’t a commercial outcome, just going through the process you would learn so much about each other. Seems like that would be very beneficial.

[05:21]

The thing that you learn from this is… The outcome in some cases could be something that you can start using in your business. It could also just be learning. Just testing something and realizing that this didn’t work is also a good outcome.

[05:38]

I’m looking forward to your talk tomorrow. If someone wants to get in contact with you, how would they do that?

[05:44]

They will probably have to email right now. I’m not that active on Twitter. (Laughs.) I assume you would have one. I’ll make sure I’ll be online.

[05:55]

Tomorrow.

[05:55]

Yes.

[05:56]

Tonight. No, wait. Tomorrow is Twitter chat for me. Anyway. Sorry. I completely digressed. We do a live Twitter chat once a month where we bring in… Somebody at Cint should actually definitely join the conversation

[06:10]

I’ll make sure they’re there.

[06:12]

Thanks so much for being on the Happy Market Research Podcast.

[06:15]

Yes. Thanks a lot. It was fun.

IIeX Amsterdam 2019 Podcast Series

IIeX Europe 2019 Conference Series – Arjen van Duijvenbode – easy2survey

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 Arjen van Duijvenbode , Business Development Manager EMEA at easy2survey.

This Episode’s Sponsor:

GreenBook

Contact Arjen Online:

LinkedIn

easy2survey


[00:00]

Hi IIeX, this is the last interview I’m going to be doing today, DVJ Insights. Arjen, how are you, sir?

[00:08]

Thank you, Jamin. Yes, very good. I little bit sorry for my voice; I’m a bit under the weather but doing very well.

[00:16]

You couldn’t tell that you were under the weather the other day when we had dinner.

[00:20]

(Laughs.) Yes, Jamin it was a great night.

[00:26]

It was super fun, so what do you think about the show?

[00:27]

Yes, a very good show. The last couple of months I’ve visited a lot of shows. For us, it’s a full-service agency, we’re always looking for end clients obviously. I think there is a good mix at least here at IIeX. There is a good mix of end clients versus suppliers, so really happy.

[00:46]

What was your highlight – favorite part of the show?

[00:50]

My favorite part of the show? I don’t have a real favorite, but just all the learning that I got from all the sessions that I went to. Generally, what I found interesting is to see a lot of end clients are restructuring their organization. How to deal with all the stakeholders involved and how to communicate that insight is very important and those kinds of factors that what I found very interesting. To see how end clients are acting.

[01:24]

It’s funny you say that because I’ve never been to an event that had— It was almost like everybody was aligned ahead of time, even though they weren’t. Insights are really important, CEO’s know it and are installing that in the organization.

How do we infuse insights into the day to day decisions that are being made inside of the brands? You think about whether it’s technology empowerment or service enablement or whatever. We as researchers have a big opportunity right now, I don’t want to say land grab because that sounds political, but to solidify our seat at the table to ensure that the customer’s heart or mind or needs are in consideration when we’re developing and bringing products to market.

[02:19]

Yes, absolutely. For sure.

[02:22]

Tell me about your company, DVJ Insights?

[02:25]

DVJ Insights, we are a local Dutch agency. We also have a branch office in the UK. What is exciting to mention is that last year, 2018, we have been awarded the best agency in the Netherlands. There was a whole jury process with CI managers from end clients who picked us out as the best agency of the year.

[02:49]

Congratulations.

[02:49]

Thank you so much. I think one of the things that we do very well, every agency says this, but I can make some advertising here.

[03:02]

You did get the first place, so go ahead. You get a brag; you should brag.

[03:05]

(Laughs.) We believe in research. We try to put practice and science together. One of the things we have done is we have developed our own research automation platform. We see that, and the stand also mentioned it, agencies should be faster and cheaper. I think that’s true. With the platform, we can make it happen, but at the same time, it should be good. Internally, I always say, “Look, there you have a lot of panel companies or technology companies that are providing research automation, but at the same time, they don’t necessarily have the research experience.” What you do is, you change the cycle you ask your clients to bring research experience instead of vice versa. We enable our clients with technology but at the same time also offer the service.

[04:09]

What does an engagement look like with you guys?

[04:14]

Basically, our platform is called, “Easy2survey.” It’s really easy to survey. If you look at all the tools, I think Pure Spectrum is a great example of that, how simplistic a tool should look like. It should look fresh, intuitive and easy to understand.

Now data research is becoming more important. Marketeers should also be part of the inside chain if you like. If they access those kinds of tools which are not user-friendly, they will stop working with these kinds of tools. The biggest task for us is to make it super easy for marketeers in general and should also give their support to research questions. Everyone can ask a question, but you always need to wonder. “What do you want to get out of it?”

That’s why we don’t believe in DIY for that reason. We really think a question should be relevant for the outcome. We’ve done all our meta-analysts about how you should test an ad, for example. We build a scorecard; easy to read for everyone in the organization. That’s why we call it, “Easy2survey.” It is not only easy to set up but also easy to understand the whole research process.

[05:57]

I recently did an interview with Shelley, she is the head of research, for the Detroit Pistons which is an NBA basketball team. She applies the same rule that you just described. Every project has to generate ROI, and the way it pushes through is by ensuring that there’s a scorecard. Then she distributes that scorecard based on the results. She posts it up, this is a true story, on the lunch wall so that everyone in the company gets to see the outcome of that project.

[06:36]

It’s so interesting that you mentioned this. Because two weeks ago we worked together with a very large energy drink company, and they said the same. So interesting these outcomes; I’m going to post this internally. Everyone internally thinks that we are so great. In fact, if you look at results, you see that consumers think differently about our brand, and about our products. I just want to remind them of that. We also add more value in the way we communicate with our clients when building our products to keep that in mind.

[07:21]

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

[07:28]

Via LinkedIn, Arjen van Duijvenbode, or arjen@easy2survey.com.

[07:35]

And that’s spelled, A-R-J-E-N, right? One E.

[07:44]

A-R-J-E-N. Two days of the IIeX guys…

[07:50]

This is it. We are done. Everybody, thanks so much for tuning in. Thank you so much for being on the show.

[07:43]

Thank you.

[07:54]

Bye-bye.

IIeX Amsterdam 2019 Podcast Series

IIeX Europe 2019 Conference Series – Babita Earle – Zappi

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 Babita Earle from Zappi.

This Episode’s Sponsor: 

GreenBook

Contact Babita Online:

LinkedIn

Zappi


[00:02]

Babita with Zappi?

[00:04]

Yes.

[00:04]

How are you today?

[00:05]

I’m good. Thank you. How are you?

[00:07]

I’m doing great. Thank for you being on the Happy Market Research podcast.

[00:10]

You’re welcome.

[00:12]

IIeX Amsterdam. This is my first time here.

[00:15]

What do you think?

[00:18]

It’s amazing. I feel like I miss my wife. It’s such a romantic city.

[00:25]

Yes, it is beautiful. Amsterdam’s great actually. Somebody asked me the question why do they have it here every year? I don’t know why, but I’m not complaining, because Amsterdam is a great city.

[00:37]

Yes. It’s absolutely the case.

[00:40]

The first time in Amsterdam for you?

[00:42]

Period, yes. That’s right.

[00:43]

You must go to the Rembrandt exhibition.

[00:47]

You’re the second person that’s told me that.

[00:49]

Yes. The Rijksmuseum is an amazing museum. If you get some time, you should go.

[00:54]

It’s fairly close.

[00:55]

Walking distance, yes. Amazing.

[00:58]

What do you think, two hours is enough time?

[01:01]

I think so if you stay focused, just go to that part of the museum because there is obviously loads to see there. But you’re here and they’ve got the famous piece, I can’t remember what it’s called? But, it’s definitely worth going to see.

[01:17]

I was thinking about the Van Gogh Museum, was one I was toying between which one I would go to.

[01:25]

I went through that decision process myself, the Van Gogh and the Rijks and I went to the Rijksmuseum. There is a centenary exhibition for Rembrandt, so I wouldn’t miss it.

[01:37]

Thanks for that pro tip. Tell me a little about what’s going on with Zappi.

[01:44]

What’s going on with Zappi. Lots really. For us right now it’s event season, I guess it is for most of the research industry. Last week I was at Quirks, London. It’s the first time Quirks did a big event in Brooklyn. It’s the first time they ran the event in London. We had a number of presentations there. Again, the theme was very much around technology, automation, aJile. I took a slightly different approach. Very similar to what you’re doing here, but I did an interview, short presentation. But also, an interview with a lady from (02:23 unclear) One-on-one interview. Somebody who’s really thinking differently. We did that and then obviously we’re here now. Then we’re going to be in South by Southwest, which is going to be really exciting, in a few weeks. Where we’ve got a bunch of really great clients and brands coming to join us. Then we’re holding our own private event coming up soon on the April 4, in London. Part of the whole Zappi Insiders’ piece. A lot of events, marketing, content. I think the thing for us right now is there is… Obviously, we started in 2013 wanting to automate the world of market research and there is a lot happening in that space now. It’s finding out voice which is different and what that is. We’re very much moving towards the learning side of the industry and how a single platform and standardization and scale, can really drive a better understanding of data.

[03:33]

You moved, it was ZappiStore and then rebranded to just Zappi. What was the rationale around that?

[03:39]

Store, you’re right. You can see we dropped that. We started out to be an app store of the market research industry. Building apps for research agencies out there to drive revenue through our platform. That’s changed now. Rather than building any old products on our platform we’ve got a real focus in specific areas and specific enterprise-based solutions. Rather than building a large quantity of unstructured apps on our platform. Also, when we started, it was very much how can we open up the SME market as well? But actually, where we’re at now we think there’s more demand on the bigger scale, the Pepsi’s of this world.

[04:33]

Of course that being one of the marquee accounts for you guys early days, right?

[04:39]

Yes. Exciting for us, last year we announced a strategic partnership with Pepsi. Where they have got a really amazing strategy to truly digitize their insights function. Some of the stuff that we’re hearing back today and we’re the platform of choice that they’re working with. Yes. A lots happening. We’ve made some progress, but there is still lots to do.

[05:04]

Lots to do. That’s the understatement of the century.

[05:07]

We’re learning. That’s the thing about our business, we’re always learning. As we learn, we keep or we adjust, or we just lose things that aren’t working.

[05:17]

You guys have done a great job of scaling the business. Great growth year over year, et cetera. Lots of challenges and I did that. I know that a business at one million looks different than five, looks different than 20, looks different at 50 million. As you guys have been scaling the business successfully, what have you seen as one of the more material challenges?

[05:45]

I guess when you’re going through a growth period, as we have been, you’re really focusing on sales and driving revenue. Because you need that to invest more in the business. Then you get to a point where you’ve got this organization and that organizations come together maybe in a structured or unstructured way. Then you take a step back and say let’s think about our people, let’s think about our culture. Let’s think about how we work together. I guess we’ve gone through that newborn stage and gone through the teenage stage, but maybe early adulthood in terms of just maturing in terms of our proposition to the market. Just really knowing who we are because you try lots of different things. There is a lot of focus within the business around how we bring in new revenue, but also how we drive repeatable revenue. But then also, how we work as a business, and our culture, and our people. Looking after ourselves as a team.

[06:59]

I love that focus on culture. I recently interviewed the CMO of Qualtrics and in that conversation, we were talking about this exact subject. He sees the superpower of Qualtrics being their ability to intentionally drive behaviors through enforcement of culture. It creates a self-policing, people know they’re a good fit bad fit, quick, early in out kind of thing. Then on top of it, one of the things they did was intentionally drive it’s okay to fail. In the context of success. The actual example he gave on the interview which I thought was clever is, every week they have an award. It’s the biggest failure award. I’m sure it’s better words, but something like that. Then one person had a project, client calls them and they happened to be in the restroom at the time. They were muting the phone, et cetera, trying to navigate that difficult conversation at that point in time. It didn’t happen as successfully as he thought. Catastrophic. The point is that, in these I think high performing companies are predicated on high-performing culture. Do you guys have a specific way? Or how do you install that cultural norm inside of Zappi? Because you’re adding a lot of headcount.

[08:34]

Yes. It’s a very good question. A challenging question. I think we know. Your culture is going to be organically developed from the people that are in the organization. We have our beliefs around inclusive listening. We do have the culture of failure is fine as long as you learn from it. Nobody is going to be let go because they’ve really messed up on something. As long as you learn from it. There are a number of things that we do. We hold each other accountable for our cultural beliefs and we’ve gone through this process recently around introverts, extroverts. How are we more inclusive of the introverts within the organization and let the extroverts encourage them to listen more. I wouldn’t say there is a set process. It’s more around having the courage, courageous honesty to bring these topics to the fore and have a conversation about it. We have a culture of flat channel, so it’s about learning from other organizations. We take a lot from the Netflix culture within Zappi. There is a big part of that that’s fed into ours. It’s learning from other organizations, then as a group deciding what’s important to us and then having a view of, what do we mean by courageous honesty? Holding up really good examples of that, as well as not so good examples of that. It’s work in progress, but there are a number of different things that help us drive that culture. I also believe that it’s about bringing in different viewpoints. There is always going to be different viewpoints of one cultural value and how it should be executed, what it means within the organization. Having a diverse viewpoint on your culture and how it should be embedded within the organization is really important, especially when you’re working in a global organization as well.

[10:49]

Once you move to multiple, especially to your point that are in completely different time zones, there is a ton, it’s all about the intentionality. As much focus as you have on sales which is always paramount, you honestly need to put resources in that space too. Because it is the way the organization ultimately will deliver to the market and brand its performance over time. It’s all about that consistent delivery.

[11:18]

Yes. We have teams in Cape Town. We have teams in the US, different parts of the US. We have teams in APAC. Actually, through this journey, we’ve had some really interesting input from those different markets of their perspective on certain situations. Where, I would never have considered. It’s really opened my eyes to how somebody in Cape Town would see our culture versus somebody in APAC. It’s challenging to get a culture which is global. How do you get that truly global culture that works for everybody? Growing at the same time.

[12:04]

Congratulations on your success. If somebody wants to get in contact with you, how would they do that?

[12:10]

LinkedIn, Facebook, call me. Email me or come and see me. I’m based in Camden in London. I think too much is done digitally nowadays. I’m a great fan of meeting people for coffee or a drink or a glass of wine.

[12:27]

The coordination of it, maybe email would be a great way to do it. You mind sharing your email?

[12:31]

It’s Babita, B-A-B-I-T-A dot Earle, E-A-R-L-E at ZappiStore, we’ve still got the store in the email address, dot com.

[12:42]

Thank you so much for being on Happy Market Research podcast.

[12:44]

Thank you.

IIeX Amsterdam 2019 Podcast Series

IIeX Europe 2019 Conference Series – Anna Szydlo – Neurohm

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 Anna Szydlo, Research Director at Neurohm.

This Episode’s Sponsor:

GreenBook

Contact Anna Online:

LinkedIn

Neurohm


[00:02]

We are live today at the IIeX in Amsterdam. I have a special guest today. Would you please introduce yourself?

[00:12]

Hello, everyone. My name is Anna. I’m from NEUROHM research company that specializes indirect measurements.

[00:24]

You guys have a platform called iCode. Is that correct?

[00:30]

Yes, that’s correct.

[00:31]

Before we talk about that, I’m curious, where are you guys based?

[00:38]

We’re based in Warsaw, Poland, but we work globally. We have a lot of partners all over the world.

[00:45]

Erwin Andreasen, my previous co-founder of Decipher and just an amazing human being, he’s from Poland.

[00:59]

That’s great.

[01:00]

He moved to Denmark. When he was a child there were these console games. The one that he got was a Commodore 64, for those of you that are very old like me.

[01:20]

I remember that one as well.

[01:22]

Do you really?

[01:22]

Yes. (Laughs).

[01:23]

He had such an engineering brain. It wasn’t his console. It was his friend’s console. They brought it over to the house. He wound up by himself with the console. He decided to take it apart to figure out how it worked. That’s his—

[01:39]

How? (Laughs).

[01:42]

My association with Poland is everybody is absolutely remarkably brilliant. There you go. No pressure, though. (Laughter). How long have you been in market research?

[01:55]

Me personally?

[01:56]

You personally.

[01:57]

I’ve been working for market research for about 10 years.

[02:04]

Quite a while?

[02:05]

Yes.

[02:05]

This company the whole time?

[02:08]

Yes. I started with this company.

[02:10]

Is this your company?

[02:14]

No, it’s not my company.

[02:15]

How long—

[02:15]

I’m the research director for the market research.

[02:17]

You, obviously, do a lot of work with Ipsos, which is one of the top brands in our space. What exactly is it that you guys do?

[02:33]

As I mentioned before, we specialize in indirect measurements. What we do is we measure people’s emotions. We measure whether they hesitate or not, when they evaluate, for example, brands or products. When they answer a question. Basically, what we do, we ask consumer questions from any field you want. They have to answer whether they agree or disagree with the statement given. What we add, what is our added value, is that we measure the time their brain needs to evaluate. It’s measured in milliseconds, so there is no chance you can influence it anyway.

[03:19]

That’s interesting. The actual time variable in the response is the indirect measurement piece of it?

[03:26]

Yes. It indicates your hesitation. The more you hesitate, the less it will translate into your behavior. The more certain you are, it will be more probable that you will do something. If you state, for instance, “I like this brand. Yes, I would like to buy this product.” You do it with no hesitation, that means you’re probably going to do it. It was proven by Russell Fazio from Ohio State University. He found that there is a strong correlation between the attitudes that are highly accessible and the behavior. This is what we measure, basically. The accessibility of attitude by response time.

[04:13]

That’s interesting. In the analysis that you’ve done. Or I should say the profiles of the people, the respondents, are certain people more apt to answer quickly versus others potentially being more thoughtful?

[04:28]

It all depends. Our tool is device agnostic, so we can do it—

[04:37]

On a mobile phone?

[04:37]

On the mobile phone, for example, or tablet. There are some groups of people that could be slower because of—

[04:45]

Because I’m old. (Laughs).

[04:45]

Lack of familiarity, for example, with mobile devices. It doesn’t matter, because we take individual differences into consideration while we measure their response time. This is also unique for us, because all the other response time measurements, they don’t take the individual differences. Differences in speed of response and fatigue, for example. We have a calibration phase to do that.

[05:17]

That makes a lot of sense. You’re calibrating at the respondent level?

[05:23]

Yes.

[05:23]

That’s so interesting. That makes perfect sense.

[05:26]

Yes. Before we ask any questions, like the research ones.

[05:28]

Yes, before you get into the diagnostics, you’re creating a baseline?

[05:30]

Yes, we need to calibrate the person. We need to get to know what does it mean for the single individual fast or slow? We measure how fast it takes certain individuals to read words of a different length. That’s another thing we take into consideration. How fast the person reacts, normally this time.

[05:52]

How long has the company been in business?

[05:57]

We were established in 1997.

[06:00]

Quite a while ago?

[06:01]

Yes. We are still developing our methods and measurements.

[06:06]

In 1997, was it the same business model? In other words, this time variable?

[06:15]

It was a little bit different, because we weren’t online, for example.

[06:24]

It was the same thesis?

[06:26]

Yes. We were, yes, using response time measurement. Also, we have another measurement that we use. Besides the response time, it’s also non-declarative. We use EEG and GSR and my tracking devices to track people’s emotions during the exposure of an ad, for example.

[06:46]

That’s very powerful. There is a woman at Facebook who is trying to do contextual measurement. We should talk about it later. If you think about ad effectiveness on your phone, as you’re scrolling through your Facebook feed, one of the things that she wants to measure is that ad effectiveness. In the context of the environment, the person is consuming the ad. The way that I would process an ad that I see, if I’m getting onto a subway is different than if I’m sitting down having a coffee by myself and scrolling through my feed.

[07:25]

That’s right. You have a lot of distractors.

[07:28]

Yes, exactly.

[07:29]

It has to be very strong and powerful, the communication, to get your attention to stay with the ad, for example. We always say that the first three seconds of an ad is the most important thing, whether it will engage the consumer or not. If you’re not engaged during the first couple of seconds, you’re lost.

[07:52]

The types of ads that you guys are analyzing, are they predominantly social now? Or are they for… Meaning they would be ads you would see on Facebook or Instagram or Twitter, or are they primarily traditional media like TV?

[08:13]

Most of the ads we test are for TV, but sometimes we do also the longer versions of movies that go to YouTube or—

[08:24]

Trailers?

[08:26]

Yes. Movie trailers as well. Radio commercials, we do this as well.

[08:30]

Ad effectiveness.

[08:30]

Also, billboards. Everything.

[08:32]

That’s very interesting. Thank you so much for being on the Happy Market Research Podcast. If someone wants to get in contact with you, how would they do that?

[08:40]

I would encourage you to go to our website, www.neurohm.com or www.icodert dot com.

[08:57]

That’s N-E-U-R-O-H-M dot com?

[09:02]

That’s right.

[09:03]

Thank you so much for being on the podcast. Appreciate your time.

[09:05]

Thank you very much. Was a pleasure to talk to you.

[09:08]

Let’s get back to the show.

IIeX Amsterdam 2019 Podcast Series

Ep. 206 – IIeX Europe 2019 Conference Series – AJ Johnson – Kynetec

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 AJ Johnson, Executive Director of Global Operations and Innovation Director at Kynetec.

This Episode’s Sponsor:

GreenBook

Contact AJ Online:

LinkedIn

Kynetec


[00:00]

Welcome to the IIeX Europe conference series 2019. This is Jamin Brazil, host of the Happy Market Research Podcast and we have been recording live in Amsterdam. Stay tuned for interviews brought straight to you from the exhibitors and speakers at this year’s event. Enjoy.

So my guest today is AJ Johnson Kinetec or Kynetec, however you want to say it. What do you guys do?

[00:29]

We are the global leader in market research. That is specialize in agriculture and animal health.

[00:35]

I’m from the central valley of California which is one of the hotbeds for agriculture.

[00:41]

Indeed. A Lot of specialty crops?

[00:42]

A lot of specialty crops. That’s right. Probably the highest concentration of specialty crops in the U.S.

[00:48]

Tell me a little bit about how you guys do business?

[00:54]

The business really has two parts. One is a measurement. Where we literally track all of the product use across the world; including in California. Then we syndicate that and sell it as a subscription to all the major manufacturers who want to understand how their products are doing and how there changing in the market.

[01:14

You’re kind of like Nielsen but for agriculture.

[01:16]

We are the agricultural Nielsen, but we also have another big part of the business which is custom. It’s the same as the consumer market research world, but we are doing pricing studies, customer studies. Basically talking to farmers and vets in the agriculture world, but solving the same problems that our clients have in the CPG world.

[01:39]

How long you guys been around?

[01:41]

We have been around for about 15 years. We’ve been growing over that time. We’ve went into JFK for a little while next to JFK two and a half years ago. We’ve been of a couple of acquisition since then. We’re all over the world right now.

[01:58]

Congratulations on your success.

[01:59]

Thank you!

[02:01]

Yes, so what do you think about IIeX?

[02:02]

I think IIeX this year is great! I think the topics on discussion have been diverse and pretty interesting. I’ve enjoyed a lot of the tracks, and also I think the exhibitions have been great as well. A lot of good things to see. Keep up to date with who’s doing what, and then of course the chance of network with people in the industry is always a great thing to do. Catch up with some old friends and meet some new ones.

[02:30]

You’re not exhibiting right?

[02:33]

No

[02:35]

Do you see this as a place to meet either vendors or is it more customers?

[02:42]

I think for us it’s more for vendors. It’s about being able to take some of the ideas and the technologies that have been in bounce the more mainstream market research and then seeing how they can be applied in our world so really that’s what I’m here to do. To meet some people see some things, and then take does ideas back and apply them in the agriculture and animal health world and take them back to the business and tell our people what they could be doing.

[03:08]

Do you have a stand out moment that was positive?

[03:13]

I think there have been a few great moments. I would say I really enjoyed hearing more about the behavioral side. Listening a little bit about System 3 which I guess is finding a new concept for me, but also I think on the development of our official intelligence. I think now we are seeing that being talked about in lots of different areas and is now become less conceptual and more what people are doing to not just generate data but also insights.

[03:43

We’ve been talking about AI for what, three or five years now? Seems like a while but blockchain maybe in three to five years will understand how that’s going to get used. (Laughs.)

[03:53]

I’m just being less mention of it here then there was in the U.S. IIEX last year, but I think it would be interesting. See how blockchain develops over the next two years, and what market research will or won’t do with it.

[04:07]

Have you seen any use cases in your industry?

[04:09]

No, not yet. Just people talking about it. There’s a good concept there. Why would we not want blockchain to help to trust the privacies issues that we have in our industry, but I guess going from concept to reality will see if it flies.

[04:25]

It hasn’t been a real clear market case for how it works. It’s been more of a surrogate or euphemism for trust in security.

[04:32]

I think so and I think there’s been a lot of people who are interested perhaps trying to find the opportunity that may not quite be ready, but I’m keeping an open mind. I’ll keep listening and when it happens I’ll look and see if it can work in our world.

[04:49

System 3?

[04:51]

Yes.

[04:52]

I didn’t hear the talk.

[04:53]

System 3, obviously building on System 1 and System 2. I think is now I kind of realize that System 1 and System 2 in combination are the way to look at things, but System 3 is about the imagination about what people are inspired to and what people think they will do. If you don’t actually try to understand that part of it then just thinking about System 1 and System 2, you may not have all your bases covered. It was quite good and again think it makes since that, yes System 3 in a way is to find that the thing has its place and understanding human behavior.

[05:29]

Interesting. I’m going to do a lot of my research on that topic. That sounds fascinating and relevant. If they want to get in contact with you. How will they do that?

[05:36]

Yes. Just drop me an email it’s AJ.Johnson@kynetec.com and that’s K-Y-N-E-T-E-C.com

[05:45]

AJ it’s been a pleasure having you on the Happy Market Research Podcast. Thank you!

[05:48]

Thank you! Happy to be here.

[05:53]

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