Ep. 522 – IA Annual 2022 Conference Series: Jennifer Vogel, Senior Vice President of Marketing at Voxpopme

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[00:00:00]

Jamin Brazil: Hello, everybody. Happy Market Research Podcast. I’m Jamin, your host. We are live at the Insights Association’s national event in Philly. I am joined by the lovely, Jenn Voxpopme.

[00:00:23]

Jennifer Vogel: Yes, married into the job.

[00:00:26]

Jamin Brazil: The inside joke there. Anyway, sorry, I shouldn’t have gone down that road. It’s too much explaining. But anyway, we’re having a great time in person. How are you doing?

[00:00:34]

Jennifer Vogel: I’m doing great. I am adjusting to being back in the world and easing in. A little wobbly on the bike but figuring out how to ride.

[00:00:44]

Jamin Brazil: You got the natural personality for it, so it’s no problem.

[00:00:47]

Jennifer Vogel: Appreciate that.

[00:00:50]

Jamin Brazil: Voxpopme. What’s going on? Tell us about Voxpopme.

[00:00:53]

Jennifer Vogel: Voxpopme, we are enabling customer conversations at scale, through unmoderated video surveys. And what that means is, in addition to or alongside a quantitative piece of work, you probably are gonna want some qual, and you’re probably gonna want it fast and less expensive than traditional methods would allow. We’re enabling our customers to bring that qual more iteratively into their innovation process that are marketing and creative process to really get the customer being part of that decision making from end to end.

[00:01:28]

Jamin Brazil: For the last three years, I’ve been saying a survey is nothing more than a conversation at scale. And the- really I mean, you think about it- and this is part of my talk on Wednesday, a survey exists only because we have too many customers. If you and I were owned a mom and pop shop, and we had our customers coming in, we knew our employees, we never need to do a survey. But when we open up two or three new locations, now all of a sudden, we can’t talk to everybody. So, we’ve got to do a survey. And so we create this instrument, which is one directional, where we ask questions, and then we get that feedback and we make actions against it. But it’s just a shitty way of doing it because nobody talks in survey speak. The way that we frame our questions, it’s a model, it’s a one-way direction. It’s not a conversation.

[00:02:11]

Jennifer Vogel: Sure.

[00:02:12]

Jamin Brazil: And that’s the power of video, is we’re able to actually ingest the real consumers voice. Get that back from them and then be able to analyze that data quickly.

[00:02:24]

Jennifer Vogel: And I think too the- historically, we had to ask sort of short form quantitative in our voice, not the customer’s voice questions, because we didn’t have access to that data other ways. And now, we do have access to that data. We have shopper data, we have behavioral data, we don’t need to ask you when the last time you shopped at Target was because we probably already know that. Let’s spend our time with the customer. Actually, letting them tell their story in their own voice and talk about why they shopped at Target that day that they did. We already know they did it. We know what they bought. What were you shopping for? Was that what you intended to buy? Or was that something you saw in the shelf? Because Target does that to you? And kind of understanding the root causes behind those quantitative survey questions. There might be a ton of stuff we still want to ask in a quant form. And that’s all fine and good. But kind of understanding why people do what they do is where the qualitative is so critical. And historically, you could only really do that 12 people in a room, over the course of six weeks and three different locations. And we’re allowing that to be happen on a larger scale.

[00:03:32]

Jamin Brazil: Do you see- Is it really a collapse of qual and quant?

[00:03:37]

Jennifer Vogel: I think what it is, is it’s taking it unstructured qual and allowing you to analyze it in a quantitative way to help meet the demands of business that quant already lives up to. You can do quantitative in a really agile way. Qualitative is harder to do in an agile way. It’s harder to get those answers really quickly. I think it’s- it does kind of allow you to analyze and produce an output of qualitative with the same ease as quant.

[00:04:12]

Jamin Brazil: When you think about qual, I immediately think about discovery. When I think about quant, I think about proving. And is your- is Voxpopme unlocking that discovery?

[00:04:26]

Jennifer Vogel: I think it actually fits the beauty of it, is it can fit anywhere. The discovery piece, yes. Before you’re even- before you even know what questions you need to ask. Let’s run some qual and figure out kind of what’s emerging and what might be possible or whatever. But also, let’s explain what we just learned now in the quant. We did our quality discovery, we figured out what questions we wanted to ask. We got that data. We don’t know why that data came out the way it did. Maybe we do. Maybe we will have some historic stuff. We have some educated guesses but let’s validate it now. Let’s figure out what’s going on underneath all of that to kind of, really explain the quant data that you collected. It can kind of fit in and out, in and out, in and out. And that’s the beauty of the speed of it, where you wouldn’t be able to do that with a focus group or with in-depth interviews, because they will take too long.

[00:05:20]

Jamin Brazil: We’ve seen a massive amount of digital qual being conducted on Zoom. Do you guys have a mechanism for analyzing Zoom based videos?

[00:05:32]

Jennifer Vogel: We do. We have an integration with Zoom. You can actually just click and login to the Voxpopme platform through your Zoom and push your recordings directly through and it will analyze, transcribe, put all the sentiment scoring all on your long format video. If you’re using another platform that’s not Zoom, like a GoToMeeting or something like that. Google Meet. You can just upload those files, those video files. You can also do that with in-person qual. If you are hosting a focus group, and because those are not going away, that’s a huge part of our research strategies for a lot of companies. You’ve got a videographer sitting in the corner of that room, you can upload that video footage as well. You can have your short form, your Zoom, your in-person, all living in one place, search across all of that data, do all that analysis and pull your reports together, kind of triangulate everything in one place.

[00:06:23]

Jamin Brazil: All right, I’m talking on Wednesday morning about trends and issues. What do you see as a trend stepping into 2022?

[00:06:33]

Jennifer Vogel: A trend stepping into 2022. Research per se?

[00:06:37]

Jamin Brazil: Yeah. Not coating.

[00:06:39]

Jennifer Vogel: Just in general? We’re really loving the new path. Lily love it. Let’s see. I think a lot of the trends that are emerging are really not new. They’ve been coming for a long time or we’re always gonna continue to talk about speed. It comes up in every conversation I have with people. The expectation that we can get to things quickly. We did ourselves a little bit of a disservice by getting research done really quickly, during the pandemic. Now, there’s an expectation. And I actually think there might be a bit of a movement to push back on that a bit. Spend a little bit more time with the data. T the collection of data and insight can be really fast, but actually making decisions with it, I think there might be a bit of a push back to give that a little bit more breathing room which will be nice for everyone, I think.

[00:07:40]

Jamin Brazil: You’re literally giving my talk on Wednesday. It’s so funny, I’ve got a slide which is Pac-Man eating the ghost, which is speed is eating everything. And then- but I believe that a trend, based on the 22 one on one interviews and 225 survey results, that we’re gonna see a pivot where it’s impact that is gonna eat speed. And that’s gonna happen, I believe, through deeper partnerships with stakeholders at the executive level, and getting them more involved and bought in on the process. Which is, to your point is a big opportunity for inside professionals.

[00:08:17]

Jennifer Vogel: For sure. And I think we’ll see a lot more proactivity amongst the Insights community, whereas, historically, we might have seen a lot of reactive, “Oh, we need to answer this question. So let’s run a study.” Whereas I think we’ll start to see a lot more, “We’ve been running this longitudinal study, here’s some things we’re learning we didn’t know about.” And that relationship with stakeholders will allow for that breathing room. Like, “You just brought me an insight that I didn’t ask you for. And I’m gonna do something with it.” Me, saying I have a question I need you to answer for me, it’s not gonna need to be right start in a minute.

[00:08:56]

Jamin Brazil: Got it. Last question. What is your personal motto?

[00:09:04]

Jennifer Vogel: Personal motto. Oh, gosh, I don’t think I have a personal motto. Is that horrible? Do you know-

[00:09:12]

Jamin Brazil: I’d say 80% of guests don’t have a personal motto. So, you’re at-

[00:09:15]

Jennifer Vogel: But I do have some stuff that I use with my son. That maybe I should be using for myself. Maybe let’s have a little motto moment here.

[00:09:27]

Jamin Brazil: Let’s do it.

[00:09:27]

Jennifer Vogel: I am constantly telling my son how amazing he is. I over exaggerate something that’s done really well. And so I will say, “Are you kidding me right now?” That’s my line. “Are you kidding me? That is gorgeous. So fancy. So incredible. You are amazing.” I think we should all be saying that to ourselves all day today. Do something sort of mediocre OK, and just go, “Are you kidding me? That was amazing.”

[00:10:01]

Jamin Brazil: Are you kidding me? That was amazing. That did feel good.

[00:10:04]

Jennifer Vogel: Jamin, are you kidding me? This was an amazing interview. Does that feel good?

[00:10:12]

Jamin Brazil: I’m not gonna lie, I’m smiling ear to ear.

[00:10:15]

Jennifer Vogel: You’re a little red.

[00:10:16]

Jamin Brazil: Jenn Vogel, Voxpopme. If somebody wants to get in contact with Voxpopme, say, they want to learn more, how would they do that?

[00:10:22]

Jennifer Vogel: You can find us on LinkedIn. You can find us at Voxpopme dot com. Twitter. All the places you can find us here in Philly. You can find us next week in Chicago at Quirks and the following week at-

[00:10:34]

Jamin Brazil: Austin.

[00:10:35]

Jennifer Vogel: Austin IIX. We’ll be all over, reach out.

[00:10:37]

Jamin Brazil: Love it. Thank you so much.

[00:10:39]

Jennifer Vogel: Thank you.