Thanks for listening to this episode of 'Now that's Significant,' a market research podcast hosted by Michael Howard, Head of Marketing at Infotools. Joining him is Lauren Cheatham, a behavioral scientist and principal quantitative researcher at Roblox.

Lauren shares her journey from being a professional equestrian to a leading figure in market research, discussing the challenges and significance of getting stakeholder buy-in for research endeavors.

Key points of discussion

1. The Journey to Market Research: Lauren narrates her unconventional path from equestrian pursuits to discovering a passion for research during her master's degree at Northwestern University, which eventually led to a PhD at Stanford.

2. Stakeholder Buy-In: A significant portion of the discussion revolves around the importance of getting buy-in from cross-functional teams and stakeholders. Lauren emphasizes relationship building and understanding the organizational dynamics to effectively integrate research insights into business strategies.

3. Skepticism in Research: The conversation delves into the skepticism surrounding market research, especially in tech companies where data science dominates. Lauren highlights the need to demonstrate the rigor and unique value of qualitative and quantitative research to overcome this skepticism.

4. Framework for Gaining Support: Lauren outlines her framework for gaining stakeholder support, which includes building personal relationships, making difficult stakeholders allies, and educating teams about the importance and nuances of research.

5. Future of Research: The episode concludes with Lauren expressing optimism for the future of research, emphasizing the importance of understanding consumer behavior and leveraging technological advancements to enhance research productivity.

Reflecting on Lauren's insights, how can organizations better integrate market research into their strategic decision-making processes to ensure that consumer insights are at the forefront?

If you find value in this discussion, be sure to listen to our other episodes for more expert insights on market research.

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Infotools Harmoni is a specialist 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.

www.infotools.com

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, provide sample, or collect data, we make it easy for market researchers 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, 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.

In this episode of Now that's Significant, host Michael Howard, Head of Marketing at Infotools, is joined by Lisa Miller, President of Lisa W Miller and Associates and author of 'The Business of Joy.' The discussion revolves around the concept of joy as a vital component for economic and business growth, particularly in challenging times like the pandemic.

Lisa shares her journey of exploring joy through consumer insights and how it can drive both personal and professional success.

Key takeaways from this episode

1. Joy as an Economic Driver: Lisa highlights that joy is not just a feel-good factor but a powerful economic driver. When joy surpasses fear, it can propel economic recovery and business success.

2. Evolving Consumer Insights: Over her 30-year career, Lisa has learned to adapt her approach to consumer insights, emphasizing the need to stay innovative and sharp in understanding consumer behavior.

3. Impact of the Pandemic on Joy: During the pandemic, Lisa conducted ongoing surveys to track levels of joy versus fear. Her data revealed that joy significantly impacts economic activity and recovery rates.

4. Human Connection in Business: The book and Lisa's research stress the importance of fostering human connections in both personal and professional settings to enhance workplace culture and innovation.

5. Joy in Business Strategy: Lisa argues that incorporating joy into business strategies can help companies adapt to the new normal by reminding consumers why they love certain brands and encouraging customer engagement.

Tune in on major podcast platforms to stay informed about the latest trends and strategies in consumer insights.

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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.

www.infotools.com

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, provide sample, or collect data, we make it easy for market researchers 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, 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 thing

In this episode of Now that’s Significant hosted by Michael Howard, Head of Marketing at Infotools, the discussion features Bob Fawson, founder and CEO of Data Quality Co-op. The episode delves into the challenges and opportunities within the data quality landscape of the consumer insights industry.

Bob shares his insights on promoting transparency and improving data quality, emphasizing the need for structural changes to restore trust between buyers, participants, and intermediaries in the market.

Key takeaways from this episode

1. Importance of Data Quality: Bob highlights the intractable challenges facing data quality in the industry, comparing it to a 'lemon market' where buyers and sellers struggle with trust. He emphasizes the need for a structured clearinghouse to ensure transparency and improve data quality across the board.

2. Role of a Clearinghouse: The Data Quality Co-op aims to act as an independent clearinghouse, similar to credit reporting agencies, providing a broader understanding of data quality and offering a platform for buyers and sellers to align expectations.

3. Market Dynamics and Trust: The insights market is characterized as a two-sided ecosystem with inherent challenges in trust and collaboration. Bob discusses how better communication can break the cycle of competitive pressures and improve industry standards.

4. Optimism for the Future: Despite current challenges, Bob remains optimistic about the industry's ability to address data quality issues by learning from other sectors and implementing solutions that can change market dynamics positively.

5. Preparing for AI Demand: Bob stresses the importance of positioning the industry to meet the growing demand for high-quality first-party data, essential for training AI models, and ensuring that the data used is credible and reliable.

Want to explore other episodes of Now that’s Significant? Tune in on major podcast platforms and stay informed about the latest trends and strategies in consumer insights.

***

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.

www.infotools.com

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, provide sample, or collect data, we make it easy for market researchers 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, 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 thing