Last Thursday I attended a WaterTAP Ontario event entitled “Market Insight: How Can Market Research Increase Your Sales?” WaterTAP is a Toronto based non-profit organization that works with technology entrepreneurs and companies in the water sector to help them market their products with potential customers. In total the organization helps approximately 900 companies in the water technology sector.
WaterTAP Ontario’s Jon Grant, opening the day. Photo courtesy Eric Meliton (@EricMeliton).
Guests attending the event were from a wide range of companies: water filtration, water pumps and pipeline monitoring, among others.
The day started with keynote speaker Jodi Glover, CEO of Whitby, Ontario based Real Tech, speaking on the topic of “How a Growing Company Uses Market Intelligence”.
Jodi Glover of Real Tech during her keynote. Photo courtesy Eric Meliton (@EricMeliton).
This was followed by a panel discussion “What and Where? Taking Advantage of Data in the Water Sector” moderated by Usha Srinivasan, VP Education of MaRS Discovery District, which helps emerging technology companies with revenues of less than $1,000,000. Panelists Tyler Algeo of BlueTech Research, Ahmed Bahruddin of WatrHub and Eric Melton of Partners in Project Green.
The morning ended with a presentation by Kevin Li of Idio Platform, a software technology that allows companies to determine what content on their websites is viewed frequently, and what is not. This allows users to adjust popular topic areas if they do not appear to be covered adequately, and conversely consider whether they are provide too much information on content that does not seem to be generation very much interest.
Kevin Li of Idio Platform during his presentation. Photo courtesy Eric Meliton (@EricMeliton).
In the afternoon I took part in a panel discussion titled “What Can Your Company Do With Market Research?” The panel was moderated by WaterTAP market researcher Jon Grant, and included fellow market researchers Susan Abbott of Abbott Research and Stephen Popiel of GFK Canada as panelists. Susan spoke on the role that qualitative research can play to assist companies, while Stephen spoke on quantitative research. I spoke from a client-side perspective and mentioned things to consider in conducting research such as situations to use DIY research, and hazards in doing so, as well as things to keep in mind when choosing a research supplier.
Afternoon panel, left to right participants are: me, Stephen Popiel of GFK Canada and Susan Abbott of Abbott Research. Photo courtesy Eric Meliton (@EricMeliton).
The day ended with Lynda O’Malley, a market researcher for MaRS, talking about how to use market research, and what was available for companies in the water technology sector.