Tech makes our market research more human with Kathy Cheng
- E70
- 42:33
- July 11th 2023
On this episode of Now that’s significant, a Market Research Podcast, host Michael Howard (head of marketing at Infotools) was joined by Kathy Cheng, founder and CEO of Nexxt Intelligence, the Toronto-based research technology company behind Inca, conversational AI purpose-built for market research. Kathy is an entrepreneur with 20+ years of experience in the market research industry.
Kathy's significant statement for the show revolved around how technology can make market research more human.
One of the key ways Kathy saw this happening was through the use of conversational AI, being able to probe further into respondant's views or positions on certain subjects - which Kathy described as active listening.
Probing for greater clarity wasn't the only positive outcome though, AI can also help to increase engagement and completes as well, plus, it can help avoid the painful coding process through advanced tech analytics.
Ultimately, technology is helping the fundamentals of market research to become stronger in these three ways:
1. Human-centricity, with tech such as conversational AI we can finally put our most precious resource, research participants at the center, and create experiences that are effortless or even delightful for them, we can actually listen to voice of customer, in their language with more colours and texture at scale.
2. Better data quality – enaged participants --> considered responses.
3. Researchers – we are better equipped and can become better storytellers.
We hope you 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, 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