Hi folks! Each day of #TMRE13 I’ll recap key insights from several of the sessions I attended. Follow the blog for daily recaps and don’t forget to follow the #TMRE13 Twitter stream for up-to-the-minute updates.
whirlwind first day of #TMRE! Sessions kicked off right at 8:30am (good
morning!) and ended with a rockstar keynote by Jane McGonigal, author of
Reality is Broken (I recently wrote about her here).
I’m on the client side and I was pleased that several key client-side themes
came up in multiple sessions today:
**We’re all looking for “a
seat at the table,” to prove to our customers (either internal or
external, depending on your research gig) that we researchers exist to provide strategic,
actionable insights and to help guide strategic insights. As Susan Topel of Centene highlighted in her session “It’s Just Not That Hard – Using Consumer Insight for Competitive Advantage” we are not in the job to be order-takers and if you’re not being invited to sit at the table, show up anyway!
**As client-side researchers, to be successful you’ll need to budget part of your time to evangelizing the research and insights function. If you do your job well, you’ll have internal clients asking “what voice of the customer research has been done for this [product launch]” before decisions are made, as has happened to Melanie Wing of Equifax, mentioned in her “The Magical Intersection: How Combining Customer Insights Competitive Intelligence and Customer Analytics Creates Optimal Business Results” session.
**When you’re under the gun for quick turnaround on a project, remember that in addition to going out and getting insights from new data, there may be opportunities to mine your own data to help quantify or bolster those insights. Sarah Ryan of TNS and Ramona Harvey of eBay shared this in an excellent case study of a 3 week + 30k project that yielded insights looking at both existing and new data.
**Find the right tools and implement some solid process structure in order to be nimble with your research, as there’s not always a lot of time to outsource to a research partner. In his session “Lessons Learned from Improving Strategic Market Intelligence Function,” Adam Kowalik of Ernst & Young Poland introduced us to the FAROUT framework: future oriented, accurate, resource efficient, objective, usable, and timely.
from today didn’t just focus on client-side research. We heard a lot about
“reporting” vs. “storytelling” and how to get from one to
the next, both in practice, and in perception by your clients. You don’t want
to become known as the department that just sends out unwieldy reports. For
example, in the eBay presentation mentioned above, Sarah and Ramona shared that one of their deliverables for a key project
(there were multiple deliverables) was a mobile-optimized infographic sent to their
marketing teams that highlighted 5 key insights from the project. We talk a lot about user expereince in the market research community, and several
speakers reminded us to think about your client’s user experience with your
More about Katie: Based in Portland, Maine, Katie is the Senior Research Manager at Diversified Business Communications, managing a team of skilled researchers busy gleaning insights for products around the globe. She has worked with companies large and small in industries such as software, seafood, fragrance and entertainment to help companies move their business forward supported by actionable insights derived from market research. She loves to find the story in the numbers and is passionate about bringing the ‘Voice of the Customer’ inside the organization. Active on social media as @InsightsGal, Katie actively tweets and blogs about the market research industry. The opinions expressed here are her own and not those of her employer.