The learning imperative in market research with Ed Keller

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31:58
September 18th 2023

Thanks for tuning into this latest episode of Now that’s Significant, a Market Research Podcast. Host John Bird, EVP Client Development at Infotools is joined by Ed Keller, Executive Director of MRII, The Market Research Institute International. Ed is also the CEO of The Keller Advisory Group. He is widely recognized as one of the foremost experts in word of mouth, influencer marketing, and consumer insights.

Ed is an inductee into the Word of Mouth Marketing Hall of Fame as well as the Market Research Hall of Fame, was an ESOMAR Insight250 awardee in 2022 and a judge in 2023. Ed was a Social Intelligence 50 honoree in 2023. He is also an author of the book, The Influentials, which has been called the "seminal moment in the development of word of mouth."

Ed joined us on the show to discuss the importance of an always-learning mindset that market researchers need to possess, which can help them be even more successful in their roles.

Ed shares some insights into a recent study the MRII undertook, which provides insight into the career paths and job satisfaction, skill gaps and training opportunities, and opinions on the industry as a whole. Interestingly, most people felt they could benefit most from data visualization, followed by AI, advanced analytics, text analytics, and Generative AI.

He also uncovered that only 1 in 5 market research professionals planned on a career in market research before entering the industry. And only 39% of those whose first job was in market research are still in the industry today.

Additionally, Ed also spoke about the benefits organizations can access when they prioritise learning and development, unlocking the potential of people in this ever-changing working environment.

We hope you enjoy the episode.

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