Market researchers and the age of data enlightenment with Geoff Lowe
- E3
- 27:42
- February 20th 2022
In this latest episode of Now that's significant, Geoff Lowe discusses the age of data enlightenment that the Market Research industry is heading into, and what that means for insights professionals. The podcast covers:
- How the industry is currently working rather in fragmented and sequential ways, which slows down the process to value and even reduces the value itself.
- The potential solution of where get clients and stakeholders become involved in the discovery and understanding of the insights and the consumer data that they're analyzing.
- How hands-on approach leads to a better grasp of what's happening in their customers' minds, which means they can take faster action as a result of what they've learned.
- Some of the barriers of this data enlightenment, include researchers holding onto the kingdom (of old), and then also technology and disparate systems as well, 'undemocratic' processes. All of these requiring shift in mindset / changing of expectations.
- And lastly the fruit and joie de vivre insight teams can rediscover when they unleash the power and potential of these modern, consumer data and insight tools.
Now that's Significant
Now that's Significant is a podcast focused on inspiring and educating Market Researchers as they seek to tackle pertinent challenges impacting the insights sector, as well as make the most of the many opportunities we're facing to deliver greater value to our stakeholders.
The team from Infotools rotate the hosting responsibilities to bring a range of passion, experience, energy, and views to the show.
Check out transcribed episodes on our website at Infotools | Podcasts
***
Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.
Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.
Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.
While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.
One of the most powerful features of Harmoni is Discover is a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.
Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.
Feel free to check out our platform and services at www.infotools.com