Inside Insights: Nick Drew

Next up in our Inside Insights interview series brought to
you by Consumer Insights Canada, we
sat down with speaker Nick Drew of Yahoo Inc. to discuss strategic insights and
Canada’s consumer culture.
Consumer Insights Canada is a conference focusing
on the power of insights to inspire smarter decision making and shines a lens
on shopper and consumer behavior in Canada. Whether you’re looking to break
into the market for the first time, or just deepen your relationship with
Canadian consumers ‘ this is your must-attend event. 
Here’s what Drew had
to say:
IIR: What makes
insights ‘strategic insights’?
Drew: What makes
insights valuable is that they’re actionable ‘ it’s the ‘therefore’, or ‘and
so’ part. People use their mobile phones a lot these days’ is an insight.
‘People use their mobile phones a lot, and look for mobile coupons. Therefore”
is a valuable insight.
IIR: How are
shopper insights unique in Canada compared to the rest of North America?
Drew: As a
European, it’s fascinating working in North America. It sometimes seems that U.S.
insights and marketing have a ‘we are the world’ approach; Canadian insights
and marketing in comparison can sometimes be more about ‘we’re different’.

So, where brands in the U.S. obviously focus on the US, and
see their work in the US as being a good indicator for the rest of the world,
insights and marketing in Canada is based on the idea of Canada being
different. It’s why we see the Canadian flag (literally and metaphorically) on
so many marketing campaigns, and why research has to have that Canadian sample
to really be valuable in Canada.

IIR: How do you
see mobile affecting the future shopper in Canada?
Drew: Technology
isn’t just with people all the time; it’s an unconscious part of people now.
There’s very little conscious thought in the decision to look online for
reviews for something; and it’s instinctive now for a significant proportion of
shoppers to look online for pricing when making a big purchase.
Although Canada doesn’t yet have the level of ‘showrooming’
seen in the UK and US, as ecommerce grows more sophisticated here, people will
become more demanding, and their devices will play vital parts at every stage
of the path to purchase.
If you’d like to hear more from Nick, don’t miss him present
at Consumer Insights Canada. he event is
taking place this September 29-October 1, 2014 in Toronto, Canada. For more information about the event and to
register, click here: http://bit.ly/1pHpNKF

About the Author:
Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and
print journalism, covering a variety of topics in business strategy, marketing,
and technology. Amanda is the Editor at Large for several of IIR’s blogs
including Next Big DesignCustomers 1st, Digital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business
Analysts
, and a regular contributor to Front End of Innovation and The Market Research Event,.
She previously worked at Technology Marketing Corporation as a Web Editor where
she covered breaking news and feature stories in the technology industry. She
can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.