of Consumer Intelligence 2014 keynote speaker Magnus Lindkvist, Trendspotter
& Futurologist, who discussed how technology is not only changing how we do
things, but also how we understand the world, business, and people as well as the
emerging space of marketing science.
our FOCI community. This year, FOCI
explores the emerging role of decision science and the convergence of knowledge
points – insights, foresights, social science, marketing science and
intelligence with technology as a central driving force and profound connector.
we must remember to think of the problem we are trying to solve and how we can
we use this convergence of information to better understand people.
Translating the new “understanding” into future opportunities
means that the role of a researcher is changing. FOCI accelerates disruptive
innovators in the research space and pushes people to take risks, to think
outside of traditional research methods and insights gathering and explore new
and alternative tools and technologies. FOCI will bridge the gap between what
people say they are going to do and what they actually do.
of this year’s conference is ‘humanization of data.’ Why do you think
understanding PEOPLE (not consumers) presents an opportunity for strategic
people have secrets and all opportunities begin as secrets.
technology not only changing how we do things, but also how we understand the
world, business, and people?
visualizes the fringes of society in a new way. Before, the mainstream was
dominant by its strength in numbers. But in the ‘thoughtsphere’, a Minnesota
flute tribe or Namibian upstart company can have the same perceived presence as
a king or queen.
consumer intelligence strategy and action planning helped drive your business?
helped early on as I was learning the ropes. Once you grasp the basics, you are
free to challenge them known as “you-have-to-get-an-invite-to-change-music’-paradigm.
role of ‘the researcher’ changed?
has been completely eroded in that everyone points ‘research’ these days and
quotes some arcane, Googled study. But I see the role of the good researcher as
having been expanded and deepened in that everything from product innovations
to president reelections use research as their fuel.
situation where you’ve taken a risk or thought outside the box of tradition
market research methods. How did that benefit your business?
available research said the book business is a dying market. I wrote three books
anyway. They all failed.
see the emerging space of marketing science and role of data scientists in the
next five years?
Officer or C.Im.O.
increasingly connected consumer affected market research?
It dilutes opinions. It’s harder to find quirky, off-the-grid people who give
those valuable sideways kind of insights.
at Future of Consumer Intelligence 2014 in Los Angeles, CA in May. Magnus
will be presenting a keynote entitled, ‘When The Future Begins – A Guide to
Long-Term Thinking’ on Wednesday, May 21st at 12:00 pm. To learn
more about the event and register, click here: http://bit.ly/1lGi6Ur
blog, you get an exclusive 15% discount on your FOCI 2014 pass. Use code FOCI14BLOG when
you register **
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 Design, Customers 1st, 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 firstname.lastname@example.org. Follow her at @AmandaCicc.