Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Jennifer Lauture, Marketing and Analytics Research Manager at TD Ameritrade.

Contact Jennifer Online:

LinkedIn

TD Ameritrade


[00:00]

Jennifer Lauture, TD Ameritrade.  You all know the company. She’s a proven insights professional.  She was actually a speaker at IIEX in Austin this year. She’s got a really unique point of view with market research and its applications inside of the brand ecosystem and how it is utilized by TD Ameritrade and others to make business decisions. A lot of value here.  I’ve also included a link directly to Jennifer on LinkedIn in the show notes. Hope you enjoy.

[00:34]  

I have Jennifer Lauture, TD Ameritrade.  Tell me what you think about IIEX this year.

[00:42]  

I think it’s fantastic.  This is the first time I’ve been here.  I like the fact that it’s not so large that I can’t talk to somebody.  I like the fact that it’s small enough for me to feel like I can get to know people in a smaller context.  I was at Qualtrics about two months ago.

[01:05]  

That was an epic adventure, right?

[01:07]  

That was huge.  That was 10,000 people.  This is much smaller; it’s more intimate.   I feel like it’s warmer too in a lot of respects.    

[01:19]

Yeah, I agree.  I think that this is a…  From a value perspective, if you want to hear some top minds motivate you, you’re not going to be Qualtrics.  But if you’re looking for interaction with the under-the-surface part of the iceberg, then… GreenBook does a great job in putting on IIEX, allowing us to create really the connections, understanding who’s entering into market research from a technology perspective, what are the unique applications of that technology, how can I actually apply that to my day-to-day life as a market researcher.    

[01:59]

Yeah, that’s exactly why I like being here and what attracted me to this conference is because we’re always on the lookout for new vendors and I have no idea how to get to know them or how to get to know their product, except this incredibly formal:  “Dear, So-and-So: I’m interested in your product and it looks like your website has some stuff. Come and present for me.” And it’s incredibly scripted and very formal. And then there’s this expectation. It’s a little bit like dating. This is much more informal.  You can get to know your providers and what they offer without a lot of pressure to carry through the relationship, and you just pick the ones that are right for you.

[02:47]   

Totally.  So, what have you seen that’s interesting so far?

[02:49]

So far, I think the way that certain companies are creating communities for feedback, that’s incredibly interesting because that’s a lot faster than how we’re used to doing things at my company.  I might say a good research project is a four-week-time turnaround. And now people are saying, “Oh, yeah, we could probably do it in two weeks; we could probably do it in one week if you needed to.”  And I was in a workshop yesterday that really within the span of an hour, we did a co-creation session.

[03:27]

Fun.  An hour.

[03:28]

An hour!

[03:29]    

That’s crazy, right?

[03:31]

Yes. And, you know I try to push my vendors to try to do that.  And maybe sometimes, it’s for very small, very quick-hit projects.  Now I know where to go.

[03:48]

Absolutely.  That’s awesome.  I think it’s really neat seeing the diversity.  Did you go to the WIRe event last night?

[03:56]

I did.

[03:57]  

That was cool.  

[03:59]

Yes, that was very cool.  It was at the Hotel Ella.   

[04:02]

Yeah, which is a killer bar.

[04:03]

Yes, it is a killer bar, and I happened to be staying there.  And I was like, “Why not?” It was fantastic.  

[04:10]

So, you actually booked.  I wish I would have stayed there.  And it’s way cheaper than this hotel.  

[04:14]

It is?

[04:16]   

Totally.  Day 1 is behind us; we’re in the middle of Day 2 right now. What are you looking forward to for the rest of the time?

[04:24]

You know I have a difficult time thinking about the rest of the day.  I’m actually presenting.

[04:31]      

Oh, scary.  What time?

[04:33]

12 o’clock, right before lunch.  So, I’m…

[04:36]

It’s 10:27.  Did your heart rate just go right then?     

[04:40]

My heart rate is incredibly racing, and…

[04:43]

You’re speaking from 12 to 12:30.

[04:45]

From 12 to 12:20.  

[04:47]

What track are you on?

[04:50]  

I am on track 3 and…

[04:53]  

I’m speaking also today on Track 3.

[04:55]

Oh, you are.  What are you presenting?

[04:59]  

I’m going to talk about the power of podcasts.  I think it’s really interesting (I know it’s kind of silly).  This is your show, not mine, by the way. But I will tell this piece of it.

[05:09]

Are you sure about that?   

[05:10]

I am actually ‘cause I’m the host.   So, one of challenges in market research is activation of insights inside of the organization.  So, we can do research, but really making sure that everyone kind of buys into it. One of my challenges is thinking about how can you present the information at scale so that it’s consumed.  Nobody’s going to go read a deck; nobody’s going read a white paper. So, maybe a podcast is an interesting alternative for the researcher to be able to communicate the key insights. So it’s sort of a creative way of being able to communicate at mass.  But it’s also a passive medium by which people can consume content. In the U.S., we spend about 51 minutes a day commuting on average, which is a ton of time. So if you can condense your content into a 20-minute podcast, talking about the trends in you space, whatever the last research project is, that might be a way the general organization can consume your information.  So, it’s not a pitch for like me by any stretch of the imagination. It’s just thinking a little bit differently about other ways we can communication key insights.

[06:17]   

You know something?  Our CEO listens to podcasts as he walks to work every morning.  

[06:24]

Boom!  There’s the knowledge.   

So, now all of a sudden…  And you think about how much time do you actually get with the CEO?

[06:30]

Like almost nothing.  

[06:32]

Exactly.  But now you could get 20 minutes a week or whatever of his time.  Now you think about the like “Holy, F***” moment that is. When you start realizing it.  I mean that’s like this is the piece that, this is the hack that it’s killing me that market research isn’t getting, is that we’ll spend all of our time and money creating these kick-ass presentations.  But at the end of the day, they’re usually sequestered to a subset of the organization. And it’s really, really, really hard for somebody to pull out of their active mode, which is where we are at work, to be able to process in a meaningful way that insight, even though that insight is exactly what they need in order to deliver better products to the customer in relationship to the customer.  So if you can leverage something like a podcast or something else even – I’m not married to podcasts – but that can get to them in a passive way so that they can consume it while they’re multi-tasking, not multi-tasking doing email, but multi-tasking mowing the lawn, or the honey-do lists, or the commute, right, or the walk or whatever. Now, all of a sudden, you’re actually driving. And the other part that’s really interesting thing is the psychology of it.  When you CEO consumes a podcast, whoever he’s listening to, he’s actually developing a relationship with that individual even though it’s one-sided. It’s a very powerful mechanism. I don’t know how in the hell I started talking about myself. I apologize. I’ve never…

[08:01]

You know I’m a researcher and I made you do it.  

[08:03]

Alright, fine.

[08:05]

That’s what I do.

[08:07]  

Anyways, it has been an honor having you the podcast.  Jennifer, TD Ameritrade. We all heard about your company.  Thanks so much. This episode goes live in a couple of weeks.  We’ll create a little like stand-alone for you. So you can send it to your friends and family and whatever.

[08:23]

That’s cool.  Thank you.

[08:24]

Thank you.