CRC 2019 Podcast Series

2019 CRC Series – Mike Sawicz – Market Logic Software

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 Mike Sawicz, Account Executive at Market Logic Software

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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.


Hi, this is Jamin. You’re listening to the Happy Market Research Podcast. We are live today at CRC here in Orlando, Insights Association. Mike Sawicz, Market Logic Software is the name of the company. Mike, thanks so much for sitting down with me for a few minutes.


Oh, thank you for having me.


So, the show is in the third and final day. Break has just happened. So, the floor is starting to fill up; so, I won’t keep you too long, but I do have a couple of questions for you. Tell me, what do you think about the show?


It’s great. We’ve had a really good time here. I met tons of interesting people on both the client side and my research colleague side. Excellent conversations, really rich presentations. I’ve learned quite a bit. We’re seeing a lot about how AI is coming into play and how the technology in this space is really emerging and changing. But also, lots of great topics on storytelling and crafting insights for larger stakeholder audiences to really help them manage and run their business.


Yeah, I feel like there’s a tremendous number of client-side researchers here, right? I’ve been meeting a lot.


Yeah. This is certainly not vendor fest.


Yeah. That’s kind of a nice change.


It’s very nice.


Yeah, for sure. I think you gave a talk, didn’t you?


I did. We had a little chat about how our platform enables both AI and HI (Human Insights and Intelligence) to come together to help our customers create a very powerful asset base.


Okay, I love that asset base being the insights or the decision framework to make…


So, at Market Logic, we build insight platforms where at an ingestion layer our customers upload and take in all of their primary, secondary, syndicated, and structured data that can come in along with news feeds from the outside. So, in one source, you have all the information that you need to craft those stories about your customer base and the delivery mechanisms. So, when we talk about storytelling, we’re a little more on the telling side. So, our system has feeds, and it really is designed to push information to those key stakeholder bases. So, all that expert knowledge that our colleagues here are creating can be put into knowledge zone. So that’s the HI part. You craft that story; you have access to all the information; you can build it with videos and infographics—really compelling way of telling that story— and then have that pushed out to your stakeholders automatically. You don’t have to rely on emails; you don’t have to rely on roadshows. It’s available 24 hours a day. There’s a Q&A area in there so that expert can stay in touch with your stakeholder base. Stakeholder can subscribe to it, or the AI in the system based upon their role and what they’ve searched for and where they’re located will push that information. So, for our researcher community, they love to go to the information. So, having that broad base is super important. But for the stakeholders, they don’t always want to go. They need and we as an organization need to push that information. So, information goes to users.


Yeah, it’s much more of a push relationship, right? People don’t click or open, but if it’s in my inbox, I’ll read it, right?


If it’s in my inbox or it pops up on my phone in a news feed, then, “Yeah.”


That’s really interesting. So, you’re handling multiple, disparate data sources, types (structured, unstructured), not a lot of meta descriptive around some of them. Then you’re obviously applying AI in order to understand, process, etc. those feeds. I’m really interested in the origin story. Like you’re literally eating the elephant ‘cause not only that’s hard but then on the other side of it, you’ve got data or insights, accessibility and visibility, which is a really important leg of the stool. And then the third leg of the stool is the production of the insight and distribution of the insight, which again, is like a material kind of a lift. So, where did you guys start? What was your first bite?


I love your “How do you eat an elephant?” Well, one bite at a time. So, our first bite was around primary research. So, going back, the company’s about 11 years old, and it started with this kernel of knowledge that researchers get these “What do we know about” questions all the time. And it takes up a lot of their time. So, we built our system on understanding unstructured data in the primary realm, and being able to really, instead of just pointing you to documents, pulling out findings, standalone reusable pieces of information that had been thoughtfully extracted from your research. At the time it was done by humans; today that auto summarization is now done by the machine. But back 11 years ago, even a few years ago, that was really still not possible. So, our chops were built in primary and then as we grew and expanded, we moved into secondary.

So, we now have a technology layer that connects users to their subscription data while respecting their commercial relationship. So, we partnered with hundreds of different sources to index their content. So, you said, “Hey, you know, getting the metadata.” Well, we index everything that these secondary source providers have, and they let us share that, knowing that we respect the commercial relationship. So, when users click, they’ll see the article when they click on it; if they have access to great, they go in; If they don’t, they’re given a little message that says, speak to so-and-so about how you could have access to this. So, for the secondary source provider, we’re just a doorway into their system. For the client side, you don’t have to go to five sources now; you go to one place. And then we moved into bringing in RSS feeds and creating the ability for users to curate their news stories and edit news channels. So, now you can bring in RSS feeds; you have secondary sources; you’ve got primary.


So, you really built the platform first, it sounds like, for your own business at an execution level and then it became usable by the market. Is that right?


Well, we are purpose-built for insight. So, it is really about making insights the center point and the focal point of the business. So, our tagline is running insights-driven business. That’s always been the case.


Got it. I guess my point is that it sounds like you guys are researchers and, in that framework, you’ve built tools that enable you to do stuff that’s important, get to your core, or put insights at the core and the customer in the center. And in that framework, of course, the technology has built out over time as the world has evolved, which is to your origin story, which I really like. You can’t do everything at once, but as you said, as you expand and then the world… And it’s almost fortuitous that you were able to start when you did because it was early in social; it wasn’t playing as important of a role. Anyway, if somebody wants to get in contact with you, how would they do that?


Go to and look at our webpage. Look me up.


Cool. And I’ll include your contact information in the show notes. Mike, it’s a pleasure. Mike Sawicz, excuse me. I’m going to impose your face on Randy, and we’ll see how the macho man looks. So, anyway, it was a pleasure having you on the Happy Market Research Podcast. Thanks, man.


Oh, thank you.


Everybody else, have a great rest of your day. As always, screen capture, share a five-star review. I love you. Have a great day!