CRC 2019 Podcast Series

2019 CRC Series – Matt Lucas – GutCheck

Welcome to the 2019 CRC Series. Recorded live in Orlando, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Matt Lucas, Senior Manager of Product Management at GutCheck.

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Hi, this is Jamin. You’re listening to the Happy Market Research Podcast. The next set of episodes are conversations I had at this year’s Corporate Researchers Conference or CRC. This is put on by the Insights Association in Orlando, Florida. I had quite a few interesting conversations highlighting specific companies that exhibited this year as well as a couple of speakers, Wells Fargo, IBM, etc. I hope you have a really good rest of your day and enjoy these short episodes.


I’m here with Matt Lucas, Head of Product for GutCheck. It’s actually one of my favorite companies right now.


Well, that’s very kind of you.


You guys’ve been around a long time.


About nine years, I believe.


Yep, that’s right. So, how long have you been part of the company?


I’ve been with the company for almost four years.


Okay, got it. So, Head of Product is actually one of the highest sought-after jobs, right? It is a very prestigious… There’s a lot of people that would like that kind of a role. Tell our audience what that job actually entails.


My role at GutCheck oversees a couple of different things. We focus on our technology development. So, our product team works with our engineering group to productize our research methodologies. I also work closely with the research science group to take client feedback or market feedback and turn that into new research methodologies to meet needs out in the market.


You guys, it’s nine years old?


Nine years. I’ve been there about four.


You’ve been there four. Okay. What is the thing that you’re the proudest of?


I think today the thing that I’m proudest of is the way GutCheck… I’d say that GutCheck was on the leading edge of agile market research, and we generally had applied that to quick-turn to mean fast and cost effective. But I think where the industry is heading today and where GutCheck is heading as well, is bringing that agility upstream to support foundational research to build the competitive edge with audience intelligence. I think it’s really critical that we bring the same level of agility that we brought to the tactical market research—creative testing, concept testing all the way back up to audience understanding— to deliver that in a way that can keep up with today’s marketing and product innovation cycles.


So, when you think about the current state of sample are you guys API-based? Is that whole process automated or…?


We have a few different techniques, somewhat automated. Rather than focus on specifically integrating with one partner, we have relationships set up with a variety of different partners. So not necessarily panel-based, but our reach is pretty broad to allow us to get to the standard consumer all the way down to specific B2B audiences. My favorite example is not everybody can reach Russian dermatologists, but we’ll try to for you.


So, I think that’s on point. The opportunity of reaching anybody is real right now through social and then also through just like being crafty.


Yeah, definitely, definitely.


I mean that’s the other side of it. For anybody you want to reach in a B2B, there is an association or there’s a linchpin relationship-holder in those environments. You just got to find them.


That’s right. And I think that what really is the linchpin on the supplier side there is having a really awesome sampling team, the team that knows how to go out and find those organizations or find those providers that can provide those niche audiences. And sometimes it’s more than just finding one. You’ve got to stitch them together just to get the reach.


A lot of times. So, are you finding that your team in-house, are they actually doing the procurement or are you leveraging key relationships to do that?


Generally, leveraging key relationships to do that. Yeah.


Okay, cool. So, the show: What do you think? Were you able to attend any of the sessions today?


I haven’t up to this point. So, a cocktail hour will be my first session.


Hey, you know what? I think that easing into it is exactly the right way. Matt, thanks very much for joining me on the Happy Market Research Podcast.


Hey, appreciate it. Take it easy.