Why I doubled down on market research with Heather O'Shea
- E53
- 26:43
- March 15th 2023
On this episode of Now that's Significant, we’re joined by Heather O’Shea, Chief Research Officer at Alter Agents, a full-service, strategic market research consultancy reimagining research in an era of shifting decision making. Heather is a passionate digital ad insights leader with over 16 years of experience in market research and consumer insights. She has held positions at media agencies, publishers, tech platforms and research companies.
How brands need to go back to basics with their approach to market research. Reasons for this included the evolution of consumer data landscape (GDPR, Apple’s app tracking transparency, demise of third-party cookies);
We’ve also seen decreasing viability of some of our existing media and advertising measurement techniques
She touched on how we've seen a reduction in ability to rely on direct response attribution measurement for decision-making.
Heather shared with us some thoughts on choosing the right mix of methodologies.
And more.
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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