Insights Chief: Tried-and-True Tools Aren’t Enough
years, but if I had to cast a vote for ‘Most Disrupted,’ I think I’d go with U.S.
Affordable Care Act (ACA), whatever you think of the law, it continues to wreak
uncertain footing has of course compelled decision makers to crank up the
pressure on their market research folks for answers.
Market Strategy & Insights at Anthem Blue Cross/Blue Shield (formerly WellPoint), is that new rules require fresh tools.
to know what the future looks like and to project business results,’ said
‘Unfortunately, predicting the future by relying on what I used to in
the past’approaches that have been tried and true’they are not as effective as
they used to be.’
so different and the environment has changed so much that it just doesn’t make [what
we've done before] as relevant and meaningful as it once was,’ Cottings
refreshingly frank podcast interview for The Research Insighter series, Cottings
discusses how dramatic changes to the U.S. health insurance landscape have
affected the insights function, including:
‘safety nets’ in research design
from the ground up when norms no longer apply
the most of technology, and more!
place October 20-22 in Boca Raton, Florida.
ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at firstname.lastname@example.org. Follow him @mdrezz.