Podcasts about mrmw

Happy Holidays! In this series we are going to be revisiting some of our favorite interviews from this year. This episode includes interviews with Rachel Alltmont of SampleCon, Thania Farrar of Burke, and Priscilla McKinney of Little Bird Marketing. In Rachel’s interview, she gives a preview of the upcoming SampleCon conference, and touches on gamification, respondent experience, global conversations, and new additions to the SampleCon board. This is a great preview for Samplecon 2020 coming up in February! Thania chats with Brian about how she got her start in market research and her new role at Burke as Senior Vice President of Client Service. She also discusses her role as leader of the Cincinnati chapter of Women in Research (WIRe) and the upcoming goals she has for the chapter. She also gives a preview of the Cocktails and Networking event at MRMW. This episode also includes a new Mount Rushmore and Thania reveals her hidden talent. The guys also get to chat with Priscilla McKinney who tells them about her start in market research and what led her to start Little Bird Marketing. She talks about her podcast, Ponderings from the Perch, her taste in music, a book she would recommend, and her hidden talent. This episode also features a Mount Rushmore of museums! Part 1 of the “Best of Intellicast 2019” series is a great episode to catch you up on a few of the great interviews from this year. Stay tuned for Part 2 next week! Got a suggestion or feedback? Reach out to us at Intellicast@emi-rs.com, or on Twitter at @Intellicast1, or leave us a voicemail on our new call-in line 513-401-5463.

We are excited to be back with a true scholar of innovation, Zoe Dowling, Ph.D. Zoe recently co-authored the research study, Have Your Story Straight? – Why Brand Dilution Hurts in the Experience Economy, with our President, Chris Wallace. The study asked marketing, product and customer experience executives if their customers were hearing the same brand story at every touch point. The results were eye opening! Zoe will share the findings as well as insights on what the impact means for companies. Zoe is an eclectic blend of researcher, technologist, sociologist and marketer with a rich background across functions, industries and countries. Zoe has specialized in the online world since the late 1990s. She specializes in respondent engagement for web and mobile surveys, as well as qualitative approaches related to online communities and interview techniques. She actively combines traditional and out-of-the-box research approaches to adapt effective methodologies to a changing world. Zoe recently authored the new MRII University of Georgia online course, Emerging Methods and the Future of Market Research, and serves on the MRII Board of Directors. She is a regular speaker at webinars and industry conferences including ESOMAR, IIeX, MRMW and Quirks on topics relating to consumer insights, new technologies, and storytelling. To learn more about FocusVision, visit www.focusvision.com.  To learn more about InnerView or to obtain a transcript, please go to innerviewgroup.com. Make sure you subscribe to get the latest episodes.

Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Rudy Bublitz, Director of Digital Taxonomy. Contact Rudy Online: LinkedIn Rudy@DigitalTaxonomy.co.uk Digital Taxonomy [00:00] My guest is Rudy with Digital Taxonomy.  Digital Taxonomy.co.uk is name of their website.  I hope you’ll check them out. It’s really an interesting combination of AI and human judgment to transform unstructured text into actionable insights.  I was impressed with their framework for how to derive and pull out high quality in that really-becoming-a-crowded space. I hope you’ll check it out.   [00:30]   So, my guest today is Rudy with Digital Taxonomy.  Tell us a little bit about Digital Taxonomy. [00:36]   We are a software provider.  We have two products in our portfolio.  We focus on verbatim coding within the survey research context and that includes traditional verbatim coding where humans are employed.  But our application tries to make best use of both a natural language processing, text analytics, sentiment analysis as well as a machine learning capability to try to automate the things humans do.  We don’t want to replace humans; we just think it’s... you know we can optimize their performance by making best use of these tools that have been around for a while, trying to work that into a human interface.  So, that’s the real struggle. [01:19]   So, talk to me a little bit about how you guys are different.  There’s a couple of different text analytics companies out there in the market research space. [01:26]   A couple? [01:27] Yes.  [laughter] [01:28] And all the freebies and all the … [01:30]    Right, and then you have AWS, you know what I mean, at scale. [01:32] Yeah, you can go out, and you can write things in R, and you can do a lot of things on your own.  But if you’re going to create an interface that humans are going to interplay with those things and control them – those different technologies, that’s a bit harder.  The human interface is really the most important piece because you have to have ways for a lot of people in an organization to use the software, not just specialists. A lot of this stuff... There’s a roomful of three or four specialists that are in charge text analytics, machine learning, and they go off and do their thing.  We’re trying to create an application that can be used by analysts, by coders, by DP staff, by end-customers, everyone. [02:12]   What is one of your favorite projects that you guys worked on? [02:16] Oh, I’ve done a bunch of work.  I’m kind of a Londonphile, and I’ve done a bunch of work on London hotels and restaurants, massive numbers of reviews.  So, I’ve come to know the restaurant and hotel industry quite well in London, which is very helpful. Many of these are the very posh places.  Using the text analytics and a combination of a little bit of human assistance, built basically my own Yelp for London for hotels and restaurants.  You pick sort of the things that are important to you and the ratings of the restaurants. and I can show you selections in that category. [02:51] So, from a workflow perspective, how do companies interact with you?  Do they provide you their unstructured data in like a file or are you usually part of a quantitative study?  How does it...? [03:07] So, right now we license the software.  So an agency will license the software from us.  The data can come in from any form. And we have an open API as well; so, if it’s a consistent method for transporting data from tools like Decipher, from Askia, from Survey Monkey, anywhere, we can set up an automated process so that  just flows, in the evening. We also have the ability to code in surveys; so,

Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Guy White, CEO & Founder of Catalyx. Contact Guy Online: LinkedIn guy@thecatalyx.com Catalyx [00:00] This interview is with Guy White of Catalyx.  He is the founder of this company. You are really going to enjoy listening how an internal research at Proctor & Gamble felt a tremendous amount of pain specific-use case and then evolved that evolved that into his own startup.  Earlier day trials and tribulations – how he overcame them to ultimately bring to market an ultimately very successful and growing, thriving business. They sit right in the middle of the innovation process. Check him out. You can find information on the show notes.  Hope you enjoy this episode. [00:36]   Guy, Catalyx, tell me a little bit about your business.   [00:40]   So, Catalyx is an insight innovation agency.  Our aim is relentless pursuit of getting insight into businesses in such a way that it is going to build brands and make people buy more product.  I’m actually not a researcher; I’m a marketer. I’m an ex-Proctor marketer. And I set Catalyx up because I was actually frustrated that you couldn’t access consumers as I felt I needed to from the partners that we were working with in such a way that I would have recommendations to build the business.  And we thought we could do it better. So that’s kind of how we started. [01:16]   That’s super interesting.  I think it’s fascinating that you started the business...  You started the business? [01:22] Yeah. [01:22] You started the business out of the context of your own pain. [01:26]   Yeah, exactly. [01:27] Which is a completely unique...  I say, “Completely unique.” It’s not really completely unique, but in our industry, usually what I see happen is you have technology or a solution that’s looking for a problem. [01:39] Right. [01:40]    Which is kind of to the other point, which is...  I think Gayle made it this morning if you heard that interview, sorry, talk about how you need to be in love with the pain, not the solution.   [01:53] Right, absolutely.  I saw that. I agree.   [01:55]   Talk to me a little bit about...  When did you start the business? [01:58] So, first client was 2013.          [02:01] Wow, congratulations.  Tell me about that first project.           [02:05] The first project was crazy.  So, the first project, I was actually moderating an innovation conference in France in English in front of a French-only conference.     [02:19] [laughs]  Heavy lift, isn’t it? [02:23] I tell you what at the start you take what you can get.  So... [02:25]   That is a multi-layered... [02:28] Right, yeah.   [02:30] Just you and... [02:33] 500,000 French business owners wanting to learn a little bit about innovation.  No clue about what I was talking about. [02:41] Perfect. [02:41] But the first proper project I would say was...  We used to do a ton of insight from social listening back in kind of 2013 when people really didn’t know what social listening was and how to use it.  And we said, “Well, the trouble is with the platforms; you can’t get insight from a platform. You can get data but not insights.” So we developed a methodology to be able to convert what people were saying online into kind of golden nuggets that people could use.  And we did that for a few years as we were building up kind of our crowdsourcing capabilities as well. Yea, so that was kind of the first stuff we did. And that lead onto about five or six other projects with the same client all around how do people shop for hair care online, for instance.  What do men feel about shaving? Really, really, not just the process,

Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Will Krieger, VP of Research America. Contact Will Online: LinkedIn WillK@ResearchAmericaInc.com Research America [00:00] Will Krieger, Research America, MRMW – He and I got to spend a few minutes together talking about how Research America is improving overall insights deliveries into their customers.  Another piece of our conversation, which I actually thought was really interesting, is that M&A strategy that Rob Porter has put together with Research America to drive 16 successful acquisitions in just a five-year period of time.  I can give you a hint as to what the solution is: It’s all about core values, fit, and culture. Enjoy. [00:37]   My guest today is Will Krieger, Research America.  Will, thanks for being on the Happy Market Research Podcast.   [00:44]   Thanks for having me. [00:45]   So, we’re live today at MRMW in Cincinnati, Ohio.  Have you been to this show before? [00:51]   I have.  First time was last year. [00:53] OK, got it.  And are you from...  I know Research America has an office here, right? [00:57] We do.  Yeah, we’re in Blue Ash.  If you know Cincinnati. So, northern Cincinnati.  And I am from Cincinnati. I’ve been here, born and raised in Cincinnati, which is not at all uncommon in the Cincinnati area.   [01:10]    Yeah, I had an employee from here.  So, my previous business partner, Jayme Plunkett and I, hired out of his graduating class out of Stanford.  And one of them, Alex (I forget his last name now), but was native Cincinnati. And one of the things I found out about the community is, it’s kind of like if you’re born here, you stay here.    [01:31] Exactly, and I’ve stayed here.     [01:33]   Yeah, that’s right.  That’s great, though. [01:36] Family’s a big part of that.        [01:36] It is.           [01:38] Right.  You’ve got the whole family here.  It’s hard to break away from that. [01:41] It’s about those core values, I think, too, right?  You have like the similar world view on what’s important and that helps at a corporate level or support that at a corporate level is...  If you go to a different environment, they might not think that those same values are important, and so driving you to do different behaviors that aren’t supportive.   [02:00] Very true, very true. [02:02]   Which is nice about Research America, thinking about that business as...  I know Rob Porter, the CEO, very family-oriented individual. That’s nice to have that little consistency.   [02:13] Absolutely.  Every company that we’ve acquired (maybe we’ll get into that) has that same kind of set of core values, if you will:  Collaboration is a big one; integrity; several others. We all have the same set of core values, which helps us mesh together as a team.      [02:37] Yeah, I love that.  And that’s one of the things I’ve been picking up more and more with successful companies, is that the intangible, the community that’s created inside of the organization is more important that the assets that are sold.  And my these is that (and this isn’t like some Ah-ha moment that anybody’s going to have; this is well documented) is that the one piece of intellectual property that we have that keeps us differentiated in the marketplace is the relationship with the customer, right?  And if you can drive that relationship internally, it’ll naturally be an extension externally. [03:12] Mh-hmm, I agree.  I would add it’s the relationship with the customer and the relationship you have with one another, right?  In order to do your best work, I think it’s critical to have a team that can really gel well together, come up with great ideas,

Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Carol Shea, president of Olivetree Insights. Contact Carol Online: LinkedIn Carol@OlivetreeInsights.com Olivetree Insights [00:00] Was able to intercept Carol Shea from Olivetree Insights on the floor right after her presentation at MRMW.  It’s a really interesting conversation. I hope you listen to the entire thing through the end. We talk about possible KPI’s for market research; additionally, the framework for managing the next generation of researchers; as well as dealing with really big business problems and helping your customers navigate through those things while leveraging research in an effective way.  Hope you enjoy it. [00:34]   My guest today is Carol Shea with Olivetree Insights.  You presented yesterday at MRMW. What did you talk about?   [00:41]   You know my passion is market research, the industry, and the people in the industry.  I’ve been in it for so many years. And so, now I’m at a point in my career where... I guess all through my career I’ve always loved the big hairy challenges things like:  “How do you get out of a category?” or "Should you get out of a category?” or “What’s the next big thing?” So, I started really dialoging with corporate people and recognized that they were have challenges internally in their organization.  The same research person that I may work for one-year reports to the CMO, the next year reports to the Director of Strategy. Their roles are shifting. How they integrate in the organization is changing. So the speech yesterday was really focused on providing some of the ideas that I’ve heard from corporate researchers on how can they pivot their own role from being a support system for the business to being a growth engine for the business.  Like today, this morning, I overheard a number of topics around activate research and how we’re supposed to be embedded in the business. But there’s this real disconnect. So that’s what my passion is right now: a different kind of a big hairy problem. [02:00]   I mean it’s a big problem.  I think that proving an ROI on research and like you said zero-based budgeting...  You said they said yesterday that really came up a lot. I mean you really got to be cognizant of what is the actual outcome or return on a monetary basis to the organization. [02:16]   That word scares people.  I don’t know... Have you talked to people much about ROI? [02:20] A little, not a lot. [02:21]   Not a lot. I’m hoping to switch that to KPI.  Let me give you an example, OK, because I know I’ve worked with some clients that have done a brilliant job with ROI, but I also know that there’s a lot of situations where it’s just a frustrating conversation.  But one of the more interesting KPI’s I saw about connecting to the business is how many times in a business plan is the voice of the customer included. So, that to me is a really powerful KPI or something that shows how the business is utilizing the research that we’re providing.  So I think there’s probably some easier steps that we’re not really thinking about. When we think about ROI, we get all caught up in the financial aspects. Those are good but we cannot always do that. So not only business plan but even think about how often a business partner recommends another business partner to replicate or do a similar study.  Those are all really powerful KPI’s for integrating in the business. [03:24] I love that.  That’s a really useful way of thinking about it, a little less scary. [03:29]                                                                                                                                                                                                                    ...

Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Courtney Akel, Associate Manager of Consumer Insight at Georgia-Pacific. Contact Courtney Online: LinkedIn Georgia-Pacific [00:00] Live at MRMW on the show floor, I have the honor of speaking with Courtney Akel, Georgia Pacific, a company all of us have heard from.  As an internal insights professional, she has seen a lot of transitions over the last few years in really two ways: one is the role of partnerships with her agency relationships, and then the  other is centric to just staying current on tools and systems and processes and technologies so that she’s operating with the sharpest tools or the best tools inside of her toolbox to deliver consistent insights for Georgia Pacific.  Hope you enjoy. [00:40]   Courtney Akel, Georgia Pacific.  Everybody’s heard of Georgia Pacific.  How are you? [00:46]   I’m good.  How are you? [00:47]   Good.  MRMW is coming to a close, I think.  What do you think about the show? [00:51]   It’s been a great event.  There’s been a lot talk on Big Data, which has been really interesting to me, being in the quant side of the industry.  And I’m learning a lot. [01:08] Oh, yeah.  What is your biggest takeaway so far? [01:11] My biggest takeaway is that primary research isn’t dying.  So that’s nice job security and that what I need to do to complement my skill sets currently is to do R.    [01:28] Oh, interesting.  So you’re thinking like a Python/R path for you?    [01:31] Yeah, yeah, I think I’m going to learn to start coding, to do more like visual things with my research and with the data. [01:43]   Are you thinking about Code Academy?  How are you going to go through that journey? [01:46] Huh, no, I’m going to go through a data camp.          [01:49] Oh, data camp, yeah, yeah.   [01:50] Yeah, going through data camp.  They have free courses. I just downloaded the app on my phone.  Learning that R code. We’ll see how it goes. Wish me luck. [laughter] [02:03] It’s no joke.  It’s no joke. I mean I think you’ll pick it up fast.  Have you done any programming in the past? [02:08] Yeah, so I can write SPSS and Syntax. [02:13]   Got it.  So you’re familiar already. [02:14] Yeah, I’m pretty familiar with like coding, but it’s just like a new language to learn.  They’re all slightly different. Like I’m familiar with Java Script. And so, they’re all like slightly different, but I found that, if you understand coding, you could just pick it up.    [02:30] Totally.  Like you said – correctly so – I mean once you learn a second language, the third is a little bit easier. [02:36] I think it’s easier for me to learn code than it is like a foreign language.  [laughter]   [02:42] I would agree with you on that point, by the way. [02:44] Because I like can’t roll my r’s.  I’ve always struggled with foreign languages.  So maybe like... [02:51]    The typing part would be fine.   [02:51] Maybe typing is my way to go.   [02:53]       I get it, I get it.  So, how did you wind up in market research? [02:58] So, I graduated from college and with a degree in marketing.  I did an internship at an ad agency and thought I was going to take like the traditional marketing route of working at an ad agency when I graduated.  I got there and realized that they don’t do any analysis to support the ads that they’re pushing out into the world, I guess like in 2011. Hopefully, they do that more of that now.  So I knew I wanted to get into analytics, and then I just landed an internship at Market Strategies International on the vendor side. So, I was there for four years. So, I ran like T-Mobile’s brand checker and did Starbuc...

Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Gus Valen, CEO of Curator Video. Contact Gus Online: LinkedIn GValen@CuratorVideo.com Curator Video [00:00] Gus Valen, Curator Video, MRMW, on the floor:  It was really neat getting to know them. I had not heard of that company before.  Very interesting value prop. Their information is in the show notes. One of the things I wanted to highlight is how PII is playing a role in video.  Gus has a really interesting point of view. And then in addition, we talk about “stated” versus “observed” behavior and how brands are leaning more and more on observed behaviors and incorporating that into self-reported diagnostic questions.  Enjoy! [00:34]   Happy Market Research live at MRMW.  My guest today is Gus, CEO of Curator Video.   [00:43]   Hi. [00:44]   How are you?   [00:45]   I’m doing great.    [00:46] Good.  What do you think about the show so far? [00:47] It’s a good show.  So, I’m meeting lots of people and learning a lot. [00:51]    Yeah, good.  So, any highlights? [00:53] Well, I mean for me I think just really understand that research is now more of a continuous process than an event.  I think is probably the big takeaway for me. [01:04]   Yeah, that’s actually such an interesting point.  I know you’re exhibiting. Have you been able to attend any of the sessions? [01:12] Yes, a few.        [01:13] OK, cool.  So, one of the themes I heard yesterday, Day 1, was this kind of movement away from linear consumer journey to a more abstract kind of touching the customer on wherever it is that they are on the continuum of driving really emotional connections to the brand as opposed to more of a strict funnel approach.  At least, that’s how I was processing it. [01:42] Sure, interesting. [01:44] Yeah, yeah.  To your point though, about it being a journey, the brands are kind of understanding that. [01:50] Right, right. [01:51]   Then technology is interesting because it’s starting to map more of that journey.  Did you see the FourSquare presentation? [01:59] Yes, I did, yeah. [02:00] What did you think about that? [02:01] Yeah, I think it’s amazing that... the way that they can even look at the floor you’re on by the barometric pressure.  [laughter] It’s kind of crazy.    [02:10] I know. [02:10] Think about what like what actually we can learn about people. [02:15]    It’s amazing.  Yeah, absolutely amazing that...anyway.  That was... But then also literally like mapping.  This is what I think is so interesting, and I can’t wait to dive into Curator Video, is that companies have operated...  It used to be the case that brands would say... were defined by who they said they were. And now, through social media and the internet, it’s become brands are who the customer says they are.  They’ve changed their narrative to be more like segmentation-specific. So, in other words, you know... You know I’m 48 years old; so, I’m in some like segmentation analysis for every brand, right?  And they have like some blanketed way of approaching me, but now what’s happening is they’re saying, “No, that’s still not good enough. We need to target Jamin as a specific human being.” So, it’s like getting more and more niche even down to the individual.            [03:17] I think even the screening is amazing because before we’d say, “Do you like music?”  “Do you like sports?” whatever it is that we’re going after and we’d say, “Yes” or No,” right?  And then we’d take that as a fact. And now we’re not asking; we’re actually watching your behavior; we’re watching what you write and actually knowing what you do.  So,

Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Brain Lamar, VP of Insights at EMI Research Solutions. Contact Brian Online: LinkedIn EMI Research Solutions [00:00] Live at MRMW in Cincinnati, I did a series of interviews on the show floor with both exhibitors and speakers.  Brian Lamar happened to be by. He’s a fellow podcaster as well as EMI Research Solutions. Tell you what... For me, it was a lot of fun having an opportunity to just riff with him the state of pcs, where the white space is for our industry, and utilizing podcasts as well as the viral video that PureSpectrum put out fairly recently, featuring David Butler’s first foray into the entertainment industry.  Hope you enjoy our banter.      [00:42]   Brian Lamar, EMI Research Solutions, I really enjoy...  In fact, I wrote a blog post where I talked about your podcast. [00:52]   Did you? [00:53]   I did, I did. [00:54]   I got to find that. [00:55] I’ll obviously send it to you.  You, Adam have been doing the podcast for quite a while.  Adam, of course, was on the show earlier. Maybe tell the listeners exactly how they can find the podcast.   [01:08] Yeah, it’s called Intellicast, and we wouldn’t do it without a marketing team.  If it was just Adam and I, it would never happen. So, we had the idea probably a year and a half ago.  It’s mostly market research, but we goof off a ton; so, I like to call it half market research news and discussion and then half like morning radio show.  It’s a little bit different than yours; you’re a very professional interviewer and good at your job. We’re not as good at that; we’re more... We’re probably better at the fun stuff.  [laughter] Cause we get boring, alright? [01:35]    Well, I get boring.  That’s for sure. What is one of the moments where you’re like “Gosh, I really can’t wait to edit that piece out of the podcast”?     [01:43] A lot of it is we goof off so much, and we don’t know what direction we’re going.  So, we don’t have nearly the guests that you have. We just talk sometimes. Like we had David Butler, a coworker of yours, on yesterday. And we just talked about college basketball; we talked about news; we talked about PureSpectrum a little bit.  And sometimes we just go off on these tangents. The embarrassing thing for me is that people feel like they really know me because I... [02:10]   Because they do.  There’s a bunch of data – and I mean this.  There’s volumes of data that has been produced.  Podcast.net actually releases it at scale. If you’re not tuning in to that podcast, it’s a two-minute daily briefing on industry happenings in the podcasting world.  But there is an emotional connection that the audience makes because they hear your voice in their ear. I know this sounds silly to make those obvious connections. But you think about the context of when a podcast is consumed and it’s usually when you’re doing...  It’s always multi-tasking. So, you never go home, sit down, listen to a podcast, right? So that means that the times that you’re involved in that person’s life is when... usually the points of drudgery or boredom. But they still have to focus: so, driving, commuting, mowing the lawn, basic household chores, honey-does, whatever.  You’re actually occupying their mind as their hands go or their bodies go through some routine. And so, there’s an emotional connection that is actually very deep that you make with the audience that, I think that we are just starting to appreciate that power. And so, you’re right: You can meet somebody that you’ve never met before, and they will feel like they know you.  And you know why? They kind of do. [03:28] To me, that’s the greatest part of this.  I’m kind of an introvert.

Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Jill Bishop, Founder and CEO of Multilingual Connections. Contact Jill Online: LinkedIn jill@multilingualconnections.com Multilingual Connections [00:00] Jill Bishop, Multilingual Connections, I had the pleasure of getting to know her over the several days we were at MRMW as she was located right by where I was doing the live podcasts.  Tremendous energy, in-depth understanding of translation, transcription, and just a global point of view, which adds a lot of value. You know language is set in context, and context is critical for translation and transcription.  I really hope that you enjoy this episode. She also talks a little bit about technology and how she’s streamlining processes. As always, you can find her information in the show notes. [00:37]   My guest today is Jill Bishop; Multilanguage Connections is the name of the company.  She is the founder. Jill, thanks for being on the Happy Market Research Podcast today. [00:44]   Thanks.  Yeah, Multilingual Connections. [00:47]   Did I say it wrong? [00:48]   Everybody does.   [:50] Dang it!  Multilingual Connections.  I apologize. [00:52] That’s OK. That’s OK.       [00:53]    So, tell me a little bit about what you guys do.    [00:55] Yeah, sure.  We are a translation and transcription agency.  We help organizations understand and engage their multilingual speakers.  That could be local, national, or international. We work in about 75 different languages.  So, we do translations of surveys, legal contracts, discussion guides, audio and video transcription, voiceover, and subtitling.   [01:14]   Very fun.       [01:16] It is very fun.        [01:18] My first experience was in 1996 with a transcription company.  And it was probably one of the biggest pieces of value I’ve ever had to qualitative research.  So, I did this series of focus groups. We had them transcribed, which was at significant added cost; we’re pretty lean budget-wise.  But, man, talk about the best utilization of funds for pulling out quotes and discoverability. [01:44] Absolutely.  Rather than you spending your valuable time doing something that you’re only qualified to do, send those easy tasks out to somebody else so that you can focus.   [01:53] Yeah, that’s awesome.  So, how long have you been doing it?   [01:54] 14 years.   [01:55]   So a little while.   [01:57] Yeah, a little while.     [01:58] How did you get into it? [01:59] I’m a linguistic anthropologist.  And I did my doctoral research; I had about 240 hours of research on a number of different languages.  I didn’t know that there were transcription agencies to help out. But lots of steps and diversions along the way, I wound up doing user research for a company in Chicago.  Worked for Chipotle in charge of language and culture programs and then a few years later started my business originally to provide English and Spanish training for the workplace and then later translations.  The last couple years we’ve been doing more and more research work. [02:32] You know the translation space and the transcription space in market research is, I think, currently still underserved.  So there are a lot of vendors; it does feel like it’s a rising tide. What’s happening is qualitative is happening at scale now, and it’s creating a lot of opportunity for transcription and translation.  I think companies like yours are very exciting to watch from a growth potential. [02:59] Well, thank you.  I think we are. [03:01] So, MRMW.  We’re happily positioned by the food line.  I’m sorry about the noise. [03:09]    Lots of hungry folks.  [laughter]

Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Niklas Anzinger, Commercial Lead of Strategic Insights at Dalia Research. Contact Niklas Online: LinkedIn Niklas.Anzinger@DaliaResearch.com Dalia Research [00:00] Niklas Anzinger, Dalia Research – fantastic presentation he gave at MRMW.  This piece is super interesting to me because he talks about the importance of companies brands connecting at a niche level, or even more specific to an individual.  The better they can understand the customer, what resonates with them at the individual level, the higher that content is tailored, not in a creepy way, but the higher that content is touching the needs that I have and my emotional strings, the better it is going to be able to deliver on its brand promise.   And Dalia has a really interesting, both as a private market research firm, the supportive systems around it and also the proprietary mobile technology that enables this type of individualized research at scale. Hope you enjoy. [00:54]   My guest today is Niklas.  Niklas, pronounce your last name again for me please.   [00:59]   Anzinger. [01:00]   Happy Market Research Podcast.  You’re with Dalia Research. Thanks for being on the show. [01:05]   Thanks for having me. [01:06] We’re live at MRMW today.  This is the first day. When do you speak? [01:12] I spoke. [01:13]    You spoke already.   [01:13] Yeah, I spoke already. [01:14]   How did that go? [01:15] It went really good.  So, you always know by the number of questions that people ask, also by the quality of questions that people ask.  And we had a lot of people coming over to the booth right after. I gave a similar talk one-and-a-half years ago, and there I got very little feedback.  So, I’m hoping that shows that I’ve improved. [01:33] Yeah, for sure.  Tell us about your presentation.             [01:36] So, I was talking about a method to achieve precision for research results at scale.  So, we’re using (and I’m talking mostly above quantitative research) traditional methods such as quota sampling to estimate, for example, the brand perception.  And I gave the example of Heineken that had a marketing campaign that was supposed to reach millennials, and it didn’t go really well. This is not satisfying for researchers.  So, we wanted to know how can we achieve what we want with the campaign. And I’m talking how a new statistical method called MRP is helping to measure much more precisely and what people think of a brand over time.      [02:26] So, give me a specific example, like a project that is a highlight for you. [02:33] So, I was talking about this example.  So, imagine that you are Heineken and want your marketing campaign to reach millennials but not only millennials, a very specific type of millennials.  They should also play soccer and sort of be digital natives. [02:47]   Very niche audience. [02:48] Exactly.  So, the problem is when you do traditional research, you do a large survey with a 1,000 people but you only have like 20 people that fit the exact profile.  So, from the answers from these 20 people, you can’t really say how well your campaign worked because, statistically speaking, these results aren’t very relevant; they’re highly prone to error.  So what we did we used the alternative method to show how this specific subgroup was receptive to the marketing campaign of Heineken. [03:24] Ah, that’s fascinating.  I think winning inside of the niches is becoming more and more important, yet marketing research, I think, in general is still operating at the kind of quant, big-scale point of view.  But, as brands are focusing, to your point,

Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Ludovic Depoortere, Founder and Executive Chairman of Haystack Research Consulting. Contact Ludovic Online: LinkedIn Haystack Research Consulting [00:00] Ludovic at Haystack.  This is one of my favorite presentations that I’ve ever seen in my entire career, by the way.  I can’t recommend it enough. He passed out chocolate to the entire audience and had us eat it based on different stimuli such as changing music.  And that chocolate actually wound up tasting different based on the music which impacted the mood of the listeners. So, it’s a really cool concept.  In his business, they focus on multi-sensory research, consultancy, implicit, emotive, contextual research. It’s basically how you can drive positive business and decisions that have good impact for customers, connecting their emotions to your deliverables.  I hope you find a lot of value in this episode. [00:50]   What we mainly do is we try to help companies innovate in sensory space.  So we support companies in innovating by using multiple senses, like combining fragrance with taste to have a great customer experience because that is what is today, more than, very important. [01:11]   Yeah, for sure.  So, you’re dealing with actual like physical products.   [01:15]   Yes, physical products, but we can also talk about an app development where you say, “OK, let’s focus at the design of the app.”  Make the design better, but, if possible, try to use other colors or use other senses like have a tactile property. Later on, when we can add virtual reality, maybe one day we will also be able to have a fragrance connected to that.   [01:38]   Oh, that’s interesting. [01:39] Help doing that type of thinking. [01:41] Have you actually done anything and played with around with VR, AR, anything along those lines? [01:45]    Absolutely.  We work for real estate and there we can check whether...  what is the fit between a specific fragrance and the type of atmosphere you want in your real estate project.   [01:57] Oh, that’s fascinating.     [01:59]   Like hotels are using that; co-working spaces also use that.  So, that’s how we apply that and we have VR equipment to project that environment.  Then we have capsules that we can have a fragrance in the room to match with that. [02:15] That’s super interesting.  Do you see that as a space that’s going to be expanding in the near future?   [02:21] Oh, yeah, absolutely.  Because it’s one of the big disadvantages of sensory research is that you have to rely on center location testing, and it’s very physical.  But more and more with digitized, we also try to bring that in. And I think VR is the perfect solution to that.            [02:38] That’s fascinating.  Great. So, is this your first time to MRMW? [02:43] Yes, indeed it is. [02:44] What do you think? [02:44]   Yeah, I like it.  I like the fact that it’s not small; it’s big enough.  And it’s very open and very easy to talk to people. I really like that.  And it’s great. Like the room is fantastic. [02:58] Yeah, it really is. [02:58] The hotel is great. [02:59] One of the speakers said it reminds them a little bit of The Shining.  I think so too.  [laughter] I can see Jack Nicholson just like bop me out with an axe, which would be really funny if someone snuck up behind Dan Foreman.      [03:12] Let’s do that tomorrow.   [03:13] OK, I think that would be a great.  Got to figure out how I can get a rubber axe just in case.  It’d be my luck. The day that someone...anyways. Now, I took a dark turn.  So, tomorrow... Do you have a specific customer story that you’d like to highlight? [03:29]   

Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Maryana Stepanova, Director of Business Development at Borderless Access. Contact Maryana Online: LinkedIn Borderless Access [00:00] Maryana is a vet of MRMW.  This is the second time that’s she attended the show.  She had a great time as did I. And we talked about some of the benefits of MRMW in that it’s a very intimate environment.  She also, of course, talked about Borderless Access., her company, how they’ve been growing as a full-service market research firm but then also having a proprietary panel that has a unique “Invite-only” and validation on social media approach, ensuring high quality in their sample.  Hope you enjoy this episode. [00:33]   My guest today is Maryana.  Maryana? [00:37]   That’s correct. [00:37]   Maryana, Borderless Access.  What do you think about MRMW? [00:41]   I think it’s a great conference.  It’s actually my second year here.  It’s very private; it’s very intimate.  You get to actually have a lot of one-on-one human interactions with people instead of running around and going from session to session.  So I’m a fan. And it’s a beautiful hotel. [00:59] It is.  Have you seen The Shining?  It totally is the...  I’m going to post this picture along with this episode just so everybody else has the context.  But like... [01:10] I mean the speakers…. [01:11]    The speakers have been amazing. [01:12] Have to feel really famous.     [01:13]   [laughs]  Look at this hallway. [01:14] It’s quite a stage.  Yes, wow, mmhm… [01:17] Right, I mean that’s like the REDRUM at the end of the...   Right, so, ah.  Love the hotel.  The venue’s great.  I actually really like how the exhibit hall is connected to the auditorium or the speaking area ‘cause that feels like, in the way it has been structured, it feels like there’s no bad spot on the floor, which is nice. [01:38] I agree.  It’s beautiful. [01:39] So, you guys spoke yesterday.  Tell us a little bit about what your company does and the talk. [01:46]   So, we are a full-service market research consultancy.  We are most famous for being kind of the pioneers for emerging markets.  We have now built over 34 proprietary panels globally; obviously, started out internationally and now slowly making our way back to Europe, Key West, and Canada.  We do something as small as your traditional quantitative, qualitative research to much bigger, larger things from full-service aspect like designing a questionnaire, toying around with different concepts, full analysis.  We also have created different technologies to support the market research we’re already doing so that it really complements the work. [02:37] So, you’re a full-service market research company.  In conjunction, you have a proprietary panel that you’ve built, and that’s in quite a few countries.    [02:50] Yeah, 34 countries and they’re all from the ground up, if you will, “invite-only”.  You cannot just simply go in and sign up. You have to be invited; it’s social media verification, the whole nine yards.    [03:03] Yeah, for sure.   [03:05] We take it very seriously.  That’s our baby. [03:07] Yeah, no kidding, huh.  It’s interesting how access to consumers is becoming more and more of a barrier, especially in light of privacy changes.   [03:15]    That’s correct, especially in Europe.  It’s more stringent. Or when you talk about health care research, it’s really changing.   [03:23] Yeah, for sure.  Health care is actually a whole other can of worms.  Even in the U.S. specifically, it’s just crazy how it’s getting locked down.  Feels like there’s... And at the same time, there’s this wealth of data on...

Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Nihal Advani, Founder and CEO of QualSights. Contact Nihal Online: LinkedIn nihal@qualsights.com QualSights [00:00] Interview was with Nihal from QualSights.  Getting to know the “why” is vital in consumer insights.  This is why I believe that qualitative tools like Remesh or QualSights are seriously on the rise right now in market research.  If I predict what’s going to happen in the next five years, I really believe that qualitative-based tools are going to do a better job of delivering conversations at scale than historically surveys have been able to do.  Why is that? Because we’re seeing a constant retraction of people from taking the traditional 15-minute, even 10-minute survey. It just doesn’t fit into the context of a modern life. There’s too many competitions for our attention that draws us away from providing that insight.  So the better that qualitative can be conducted at scale through quick hits of insights and really asking open-ended questions, collecting that information in a video, or audio, or a native experience for the user, that can then be analyzed and reduced to both quantitative and qualitative.  So we know this is bigger than that, and we can actually start understanding the “why.” Hope you enjoy this and also hope you’ll check out Nihal online as well as QualSights at Qualsights.com. [01:28]   Nihal Advani, QualSights, MRMW.  What do you think about Day 1 of the show? [01:34]   So far, so good.  It was great to see ….. Gayle from FourSquare. [01:39]   And you’re presenting, right? [01:40]   Yes.  Actually, with Gayle later today at 2 P.M. [01:43] Gayle is Head of Insights for FourSquare, a massive data company.  I thought it was probably one of the... It’s in my top 10 overall, probably top 5 overall presentations that I’ve ever heard for market research.  It should be a TED Talk. It’s so much value, talking about how data drives positive business outcomes. [02:06] Absolutely.  And I would say it’s very interesting to see how she talked about how people vote with their feet and the kind of data they can provide.  So it’s pretty cool. [02:14]    Yeah, spectacular, actually.  So, you’re speaking with her tomorrow?  Or is it today? It’s actually today. [02:17] Today at 2 o’clock.  We’re having a fireside chat. [02:20]   OK, good.  What are you guys going to talk about? [02:21] Getting to “why.”  It’s all about sort of understanding consumers, and she actually talked about a portion of it, which is all precision at scale, and how in our case with QualSights, we can actually offer precision with scale in terms of consumer behavior.  So, in a nutshell, those are the kinds of things we’ll be talking about as well as things around how... you know what’s it like to be at a startup and stuff. [02:41] And you have a startup.  QualSights. Tell us a little bit about that.   [02:45] Yeah, sure.  It’s, in fact, like we were just saying, it’s basically understanding consumer behavior but doing that with high precision and at scale and basically being able to do remote ethnography in real time.  And that’s, in an essence, what we offer. But we allow someone to use any qualitative method and, essentially, have an all-in-one platform that not just helps people capture data at scale but also analyze and present it much easier and faster.   [03:08] And that was part of her thesis is it used to be the case...  Yesterday, she said, it would have been yesterday that you had to decide if it’s scale or precision.  And now it’s precision at scale. [03:19] Exactly, exactly. [03:20]   So, video is a big part of your platform.   [03:23] Uh-huh, absolutely.

Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Justin Coates, Consumer Insights Leader at Eastman Chemical Company. Contact Justin Online: LinkedIn Eastman Chemical Company [00:00] In this interview with Justin Coates of Eastman Chemical Company, he talks about some of the challenges of Eastman in bringing in the insights function to their everyday work flows and decision-making processes.  This is a really interesting subject, and hope you dive deep into it. It’s a short episode, but it’s packed full of what, I think, is one of the more important themes inside of market research. We saw with the acquisition of Qualtrics by SAP of $8 billion and insane multiplier, but I actually believe that we are at the beginning of this J-curve of almost all successful companies ultimately investing in consumer insights and that they will play a key role in the decision-making processes.  And, as that takes hold inside of the companies, not just new companies, but established firms like Eastman, over 100 years old, are going to be looking at employing whether it’s surveys or qualitative or whatever inside their everyday decision-making processes, which, again, is all greenfield opportunity for us. Enjoy. [01:06]   Justin Coates, Eastman Chemical Company, right?  Been around a long, long time. [01:14]   Yes, almost a 100 years.   [01:16]   That’s insane.  Congratulations.  You’ve done a great job over the last 100 years.  You don’t look it. [01:21]   Thank you.  I know. I look great for a 100.  A lot of Botox. [01:24] [laughter]  It’s like that Star Trek episode.  Anyway, so, you gave the last speech today, which is always the toughest, by the way. [01:34] It is the toughest.  Everyone wants to go, and there are free drinks, I hear. [01:39]    I’ve heard that too. [01:39] We’re here doing this, but this still...  Yeah, that’s always a rough spot. [01:45]   Yeah, no kidding.  So, maybe just give our listeners a quick overview of what you’ve talked about.     [01:51] Sure.  So, essentially, I’ve been doing consumer research for 13-14 years mostly in the textile industry but came to Eastman to kind of build a consumer research function for a chemical company that doesn’t sell to consumers but needs to understand what they want, where their needs are to really create products and materials that will eventually make their way to consumers.  So, my journey over the last two years is building buy-in within the company, within different businesses that this stuff matters, and they need to invest in it, and invest in my area so we can kind of help them solve their business problems and do front-end innovation and really reposition ourselves in front of our customers. [02:34] So, relatively new division inside of Eastman.  Is that correct? [02:37] Yes, so, it’s within corporate innovation but...  Yes, this is brand-new, started with me. [02:42] I was just going to ask.  So, who brought you in? [02:46] So, I had a great first boss, Glenda Eilo.  She was the director of corporate innovation, and I was recruited for something completely different.  Came there and did a presentation on what I was doing at Cotton Incorporated. And they’re like, “We don’t want you for this job.  We want you to do what you’re doing here.” So, she went and talked to her CTO and our VP at the time, and they created a position for me almost overnight. [03:10]   Oh, that’s awesome.  That’s amazing. [03:12] That was really very impressive. [03:14] Are you a team of one or do you have...? [03:15] Right now, a team of one.  I do have some folks that donate some of their time to me for different projects,

Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Rob Pascale, President and Chief Analytics Officer at MAi Research. Contact Rob Online: LinkedIn Robmp@MAIresearch.com MAi Research [00:00] My guest is Robert Pascale, MAI Research.  You can find him online at MAI Research.com.  Love the .com by the way. They develop custom market research solutions to address important challenges.  Now, this was a really interesting episode for me ‘cause I have five kids, and he uses as an example diapers.  And one of their customers is a diaper company. And they were trying to figure out how to punch through from a messaging perspective.  Originally, the context was all about leak prevention, but after using their proprietary text analytics, which leverages a Bayesian model, they actually discovered that diaper rash was a bigger driver of consumer intent.  And communicating about the gel protection inside of the diaper is what would actually drive oversize returns. Now interestingly enough, after that company changed the messaging, Shzam! It actually took place. I hope you enjoy this episode.    [01:02]   My guest today - Rob Pascale, MAI Research.  Does it stand for something? [0106:]   Marketing Analysts Incorporated.  Initially, that’s what it was. [01:10] Got it. [01:10]   But recently, I guess maybe about ten years ago or so, we changed it to MAI Research. [01:17] I like it.  Yeah, IBM kind of did that.  M/A/R/C Research, who you might know, Merrill Dubrow, they did that as well.  And we are at MRMW. Ironically, I don’t have any idea what that stands for. Do you?   [01:28] I don’t.  [laughter]   [01:30]    Anyway, we’re live here in Cincinnati.  What do you think about the show so far? [01:33] It’s been good.  It’s been good to reach out and let people know about what we’ve been working on.  We also have a spin-off that we’ve been working on, which is Pathfinder Analytics, which is an analytics division that we’ve added into our...  We’ve kind of broken out from being just an analytics department and really focuses on four primary areas, which are text analytics, which is more focused on understanding the broader ideas that people are talking about rather than trying to bring it back to absolute definitions of words.  So we’re getting more of you can pick up some slang that way; you can pick up what are the ideas people really care about and how the words relate back to those ideas. [02:16]   I had a boss who used to say, actually I had a client that used to say, so yes, a boss:  “I want you to do what I mean, not what I say.” Is that kind of getting to the point of the sentiment and text analytics that you’re doing?     [02:29] Yeah, and actually it’s not sentiment analysis, which does try to assign different degrees of emotion or excitement, things like that, to definitions of words.  And so, what we’re doing is actually just letting the connections between the words people use in context define how the words are used. So we’re not going back to dictionary definitions; we’re not applying any kind of bias initially.  We’re letting people just however they speak defines the words. [02:57] That’s so interesting.  So, it’s kind of like Brama in that you define it by what it’s not.  Give me an example of a project and the outcome of that example.      [03:06] Sure.  So, let’s see.  There was one that we did where we scraped online reviews.  This was for a diaper product. And what we were able to find out was that when people talked about leak protection, they actually talked more about the softness of the diapers than it was about the actual leak protection itself.  So that actually changed the way the client thought about softness....

We have another great Intellicast this week. Joining Adam and Brian on this episode is Clint Taylor of Sentient Decision Science. Clint talks about how he got his start in market research, how he developed Sentient Prime, and the innovations Sentient is making. Clint also spends some time with Adam and Brian discuss blockchain, what it is (including a great definition), and what some of the applications are for the market research industry and others. The guys then switch it up and discuss some of Clint’s music tastes, what his biggest source of pride is, and a Mount Rushmore of the top 4 books that have influenced his career. They guys also give a recap of MRMW, and give a preview of IIeX. This is another great episode! You can read Brian’s blog on MRMW here: https://emi-rs.com/2019/04/18/my-thoughts-of-mrmw-2019/ You can connect with Clint on LinkedIn here: https://www.linkedin.com/in/theclint/ You can learn more about Sentient Decision Science by visiting their website here: https://www.sentientdecisionscience.com/

On this week’s episode of Intellicast, Adam is out sick, so Brian is riding solo. He is joined by Thania Farrar, Senior Vice President of Client Service at Burke and the leader of the Cincinnati chapter of Women In Research (WIRe). She joins Brian to discuss how she got her start in market research and her new role at Burke. She also discusses her involvement with Women In Research, as well as her goals for the Cincinnati chapter. Thania also gives us a preview of the Cocktails and Networking at MRMW, as well as discussing some of the latest news from Burke. It’s not all business though, as we dive into the 4 P’s and learn about Thania’s hidden talent, as well as a brand new Mount Rushmore! This is a can’t miss episode! You can follow Thania on Twitter at @TFARRAR1 or connect with her on LinkedIn here: https://www.linkedin.com/in/thaniafarrarburke/ To sign-up to attend the upcoming WIRe Cocktails and Networking Event at MRMW NA in Cincinnati on Wednesday, April 10 at Americano, click here: http://bit.ly/2XYdVKj

This series is a preview of the MRMW North America Conference 2019. Join consumer insight and market research professionals as we hear from today’s thought leaders on trends and innovations in the market research industry. Mark your calendars for April 10th through the 11th in Cincinnati for the MRMW North America Conference. This is the first interview of the MRMW NA 2019 pre-conference mini series. Happy Market Research host, Jamin Brazil, interviews Chief of Customer Insight and Innovation at Foursquare, Gayle Fuguitt. We hope you enjoy this mini series where we talk to insights professionals who are helping power the future of insight automation. Find Gayle Online: LinkedIn Foursquare [00:00] This episode is a preview of the MRMW North American Conference of 2019.  Join consumer insights and market research professionals as we hear from today’s thought leaders on trends and innovations in the market research industry.  Mark your calendars for April 10th through the 11th in Cincinnati for the MRMW North American Conference and head to NA.MRMW.net to register or check the show notes.  I hope to see you there. My guest today is Gayle Fuguitt, Chief of Customer Insights and Innovation of Foursquare.  Foursquare is a global, mobile solution for location intelligence for marketers and advertisers to build brands and drive growth, channeling the voice of the marketer to the measurement industry.  Prior to joining Foursquare, Gayle has been the President and CEO of the Advertising Research Foundation or ARF. Hey, Gayle, thanks so much for joining me on the Happy Market Research Podcast today.      [01:05] Thank you.  Thanks for having me. [01:07] Oh, it is an honor to have you as a guest.  ARF plays a material role in our industry, and having the previous President and CEO is a really big deal.  Yeah, truly, thanks. So, we’ve got the North America MRMW Conference coming up in Cincinnati, and you are one of the speakers.  I was hoping that you’d give us a little bit of an intro into your presentation. [01:41] Yeah, I’m really excited to do that.  So, it’s early up in the conference. I really believe in this market research in the mobile world platform.  And I’m a fan of this conference, having produced a lot of conferences at the ARF and gone to a lot when I was actually leading the Insights Department at General Mills. What I want to talk about is this topic of engaging today’s modern consumer with modern marketing, and it’s marketing re-invented.  The opportunity that we have is to get the right message to the right person at the right time. And there are so many new technologies available.  But at Foursquare, what we really believe is that people vote with their feet, and the best way to understand who someone is and reach them (I say head, heart and feet) is by actually understanding all the places that they go.  So, we understand all the places that people go on their path to purchase before they go and make a purchase all the way to after. And while there’s so much conversation right now about e-commerce, the truth is the 90% of purchases still happen in what we refer to as the “real world” (brick and mortar).  Being able to really understand how to connect with consumers in real time as they experience life and are actually looking for messaging – not necessarily when the have a map out and they’re trying to find the nearest subway like I would be in New York. But there’s some untimely messaging, and there certainly is a lot of messaging out there that is uninvited by consumers.  But I really feel that we have a distinct opportunity to deliver these messages and connect with consumers’ head, heart, and feet, make an emotional connection that will bring relevance and translate their values into brand value. [03:45] What I like about this is we already understand that social media, for example, creates a certain context.  So, if I’m in LinkedIn, messaging needs to be geared a certain way. Instagram,

This series is a preview of the MRMW North America Conference 2019. Join consumer insight and market research professionals as we hear from today’s thought leaders on trends and innovations in the market research industry. Mark your calendars for April 10th through the 11th in Cincinnati for the MRMW North America Conference and click the button below to register. This is the second interview of the MRMW NA 2019 pre-conference mini series. Happy Market Research host, Jamin Brazil, interviews VP of Consumer Insights at Turner, Natasha Hritzuk. We hope you enjoy this mini series where we talk to insights professionals who are helping power the future of insight automation. Find Natasha Online: LinkedIn Turner [00:00] This episode is a preview of the MRMW North American Conference of 2019.  Join consumer insights and market research professionals as we hear from today’s thought leaders on trends and innovations in the market research industry.  Mark your calendars for April 10th through the 11th in Cincinnati for the MRMW North American Conference and head to NA.MRMW.net to register or check the show notes.  I hope to see you there. Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast.  My guest today is Natasha Hritzuk, VP of Customer Insights at Turner. Turner is a global broadcast media company specializing in entertainment, sports, and news since 1970.  Prior to joining Turner, Natasha held positions such as the Global Head of Research and Insights at Microsoft and was also the Head of Category and Consumer Insights at General Mills.   Natasha, thank you so much for joining me on the Happy Market Research Podcast today.       [01:08] My pleasure. [01:09] So, MRMW is coming up in Cincinnati April 10th and 11th.  I’m very excited about this; it’s got some fantastic speakers, of course, including yourself.  Please give us a three-minute overview of your presentation. [01:23] So, we actually switched topics a little bit because I think as Christina and I continued to have a dialogue, we realized that one area that we think will be of interest to the audience is around how we have brought in fresh thinking from a market research perspective to help us tackle some of the challenges that our industry is currently facing, media and entertainment explicitly, and how we’re leveraging some of these new approaches and new ways of thinking to really define a path for innovation for the industry.  So, obviously within Turner and the broader media entertainment industry we have a couple of challenges that are considerable: One is that consumers are increasingly not interested in watching ads and, secondly, consumers are increasingly cutting the cord; so, cable subscriptions are slowly starting to wither away. innovation is actually really vital in our industry, particularly in terms of monetizing the content that we build and, ultimately, what makes consumers passionate about our brands and our properties is the content.  So, faced with this challenge, we were debating about the best way to tackle it from a research perspective. The more I started to think about some of the challenges in our industry… You know we’re entering the out-market place at a time that there is a surfeit of apps and streaming apps out there, becoming incredibly competitive. And content itself is becoming more and more commodified. There’s a ton of great content out there. So, how do we really ensure that the consumers will land on our content and have a great experience when using our streaming apps. So I started to think that maybe some of the ways or the core way that we could tackle some of these challenges was to borrow from some of the methodologies and approaches that I used in the world of CPG where commodification or the need to really differentiate is really core to most CPG categories where you have a ton of different products usually competing in a single space.  So,

Discover more tech podcasts like this: Tech Podcast Asia. Produced by Pikkal & Co - Award Winning Podcast Agency. Note: If you are a Startup and want to tell your startup story on our Pitchdeck Asia show, Click here - www.pitchdeck.asia/soundcloud Its been a successful couple of years for the Founders of InsightzClub who join our host Neville McKenzie in the ATP studio to take us through their journey to setting up InsightzClub and the challenges they faced along the way. An interesting conversation about the feedback they receive and the manner they deal with them. They also talk about how they are using data & cutting edge technology to derive deep consumer insights for their clients. Listen to the entire episode here. Padmanabhan Ramaswamy will be speaking at MRMW 2019. MRMW is designed and crafted for the consumer insight and market research professionals to stay up to date with the latest trends and innovations. The theme for MRMW 2019 is "Powering the Future of Insight Automation".

*Note: If you are a Startup and want to tell your startup story on our Pitchdeck Asia show, Click here - http://www.pitchdeck.asia/soundcloud Its been a successful couple of years for the Founders of InsightzClub who join our host Neville McKenzie in the ATP studio to take us through their journey to setting up InsightzClub and the challenges they faced along the way. An interesting conversation about the feedback they receive and the manner they deal with them. They also talk about how they are using data & cutting edge technology to derive deep consumer insights for their clients. Listen to the entire episode here. Padmanabhan Ramaswamy will be speaking at MRMW 2019. MRMW is designed and crafted for the consumer insight and market research professionals to stay up to date with the latest trends and innovations. The theme for MRMW 2019 is “Powering the Future of Insight Automation”. Don't forget to subscribe and hit the like button to support our channel.

*Note: If you are a Startup and want to tell your startup story on our Pitchdeck Asia show, Click here - http://www.pitchdeck.asia/soundcloud Its been a successful couple of years for the Founders of InsightzClub who join our host Neville McKenzie in the ATP studio to take us through their journey to setting up InsightzClub and the challenges they faced along the way. An interesting conversation about the feedback they receive and the manner they deal with them. They also talk about how they are using data & cutting edge technology to derive deep consumer insights for their clients. Listen to the entire episode here. Padmanabhan Ramaswamy will be speaking at MRMW 2019. MRMW is designed and crafted for the consumer insight and market research professionals to stay up to date with the latest trends and innovations. The theme for MRMW 2019 is “Powering the Future of Insight Automation”. Don't forget to subscribe and hit the like button to support our channel.

We are back! Fresh off our live recording at MRMW, we are joined today by Baileigh Allen of ZigZag Research and Advisory Board Member of MRMW. Join Adam, Brian and Baileigh as they they discuss: Live recording recap MRX News MRMW How Baileigh Got Involved with Merlien Institute NFL Draft Top Thing to Do In Atlanta And Much More! If you want to learn more about ZigZag Research, visit their website or follow them on Twitter at @ZigZagResearch . You can also follow Baileigh on Twitter at @BaileighAllen.

Our first live show! This week’s podcast was live recorded at MRMW 2018 at Biscuits to Burgers. We have a ton of guests drop by, including: • Dorothy Flesta of L’Oreal • Mike Mercier of Screen Education • Baillie Buchanan of Research For Good • Chelle Precht of Complete Research Connection • Any many more! We cover everything from MRMW, sampling, market research, to craft beer, Cincinnati and more. We even have a new segment called Rant Me Anything. You can also connect with the EMI team at MRMW and have a quick chat or a break form the conference at the Metropolitan Club.  Check it out here. If anyone asks, tell them you heard about it on the podcast.

Two podcasts in one week – what!?!  That’s right we’ve got a second episode of Intellicast for you this week. Join the team as they preview MRMW 2018 in Cincinnati, April 24 & 25.  They also touch on some of the top things to do in Cincinnati and a Mount Rushmore of Kentuckians! Be sure to stay to the end, it gets a little deep. Listen now! Don’t forget to join us for our upcoming live recording at Biscuit to Burgers at RiverCenter, 50 E. RiverCenter Blvd. Covington, KY, next to the Embassy Suites at 7:00 PM EDT on April 24th.  It is going to be a blast! You can also connect with the EMI team at MRMW and have a quick chat or a break form the conference at the Metropolitan Club.  Check it out (https://www.metropolitanclub.net/). If anyone asks, tell them you heard about it on the podcast.

SPECIAL ANNOUNCEMENT!!! We will be doing a live recording of Intellicast at 7:00 PM EDT on April 24th, 2018 at Biscuit to Burgers RiverCenter, 50 E. RiverCenter Blvd. Covington, KY, across the street from the Mariott at RiverCenter. If you are coming to Cincinnati for MRMW, or are in town and just a fan of the show, please be sure to come by!