Remembering our context and humanity in our market research initiatives with Priscilla McKinney artwork
Now that's Significant

Remembering our context and humanity in our market research initiatives with Priscilla McKinney

  • E22
  • 29:55
  • July 4th 2022

The episode features CEO and Momma Bird of Little Bird Marketing - Priscilla McKinney.

Priscilla joined us on the show to talk about:

- The importance of understanding the context we’re in and the biases we bring to our market research projects, as these can influence the outcomes.

- The need for us to retain our humanity at each step of the market research journey so we respect everyone’s time and contribution, which will lead to greater long-term outcomes and insights. 

- The need of having different standards for both brands and the industry when it comes to qualitative and quantitative research.

- We looked into some of the key differences between reasons as to why we need to have different standards, as well as the role that brands and the industry play in shaping and adopting these standards.

- We explored some of the challenges that we face in achieving success in this area.

- And we finished on what success looks like for those in the profession when we get these best practices in place.

Enjoy the show.

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

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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