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.

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


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


Very interesting, so tell me about the platform.


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


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


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


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


It varies really. It depends on—


Hours? Days? Weeks?


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


Yes, got it.


And get the results back.


How are you getting respondents?


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


What does a typical engagement look like with FlexMR?


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


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


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


That’s FlexMR as in market research dot net.


Dot net.


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


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


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


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




That’s gone.


It was like a logistics exercise.


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


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


Thank you. Cheers man.