My notes on the “People as Proxy” panel. Participants are: Sean Copeland, Evan Lyons, Anil Saral, Mark Scattolon and Ariel Chernin. There will be typos in my notes as there is limited editing. There will be contrary viewpoints from different participants.
Compression in timeline – 7 or 8 years ago, not unusual for a turn-around for 2-3 month timelines. Now, can be “you’ll have that me by 4 right?” because you can get thousands of responses to a question really quickly, and combine it with existing data.
Take research through to actions – working with the marketing team or financial team and helping them work through the findings.
In some cases market research and analytics act separately, great in organizations when the two work together to answer client questions. This can be helpful when data can answer questions more accurately than survey results would.
Divide between market researchers and data scientists, which doesn’t make a lot of sense when both are trying to come to an answer. Often times the two can work together to come to a complete answer – without integrating the two hard to get a full answer.
What Does Change Mean With Regards to Methodology?
Need to make sure that we account for mobile first environment.
Turning to qual a lot more, because cannot get the “why” from quantitative data. Sometimes have challenges, because not sure what the reasons behind quant numbers changing month to month. Qual is very powerful for internal clients.
Market researchers are interpreters, so the more information you have – through more tools – helps you better to answer questions. Important not to ignore some of the tools. This does not mean market research is going away.
One participant mentioned that when he joined his current employer only two people had access to the market research data of the organization, and the analytics people saw no value in the mr data and weren’t comfortable standing behind it. He spent the first year of his tenure there trying to break down the barriers between the two departments.
Are There New Languages Between Analytics and MR?
One had experience in both data analytics in market research, so it was less of an issue in that individual case – but mentioned it was important for both departments to be on the same page.
Important for people not just to speak the same language but to listen to each other.
Some of the new technologies are coming from people with computer engineering background – stresses automation, but what it really means is that it creates bar charts. In reality insights varies depending on who you are talking to. Insight can be whether a marketing campaign has done well, but can also mean if an idea is a good one.
Important to make sure that market research is at the table for strategic discussions.
Live data can be used to see how things are changing within a campaign, and can combine it with behavioural data. Can look at how ads are doing, and pro-actively determine if targets are going to be met and adjust if necessary.
Sometimes modeling based on last months data is helpful, but more important to focus on immediate data.
How Can Market Researchers Tell The Story Based on Various Inputs? What Skills Do They Need Moving Forward?
The ability to understand people and solve problems. Using new information and new tools will bring you a more comprehensive solution. Can work with marketers and people from other departments to bring this to help them.
Skills around information and strategy, helps to bridge gap between insights and strategy.
Have to ask the question as to what the next generation of market researchers looks like. The strategy of hiring is hire people that are smarter than you. Need to hire so that skill sets work together.
Can be “broken telephone” in passing on insights to clients unless insights departments are involved in actual meetings because otherwise the results can be misunderstood and not used properly.
Where is the voice of the customer in this?
It depends if we are seeing the voice of the customer all the way through the process, need to integrate the findings and make sure internal customer receives them correctly.