In this episode of Now That's Significant, a market research podcast, host Michael Howard interviews Tom Johnson, Senior Director of Consumer Insight and Analytics at Jack in the Box and Del Taco, about his journey in market research and the importance of aligning insights with business goals.

Tom, with 25 years of experience on both the agency and client side, shares valuable lessons learned from building the consumer insights function at Del Taco from the ground up and navigating the complexities of a merger with Jack in the Box.

Here are five key takeaways from the episode:

Passion for insights can stem from inspiring mentors: Tom's journey began with a college professor who ignited his interest in market research, highlighting the impact mentors can have on shaping careers.

Understanding the full impact of insights requires client-side experience: Tom transitioned to the client side to gain a deeper understanding of how insights are used to drive business decisions.

Cross-functional collaboration is essential for maximizing impact: Building relationships with stakeholders across different departments allows consumer insights to influence a wider range of decisions.

Strategic prioritization is crucial for managing research budgets: A "barbell strategy," balancing high-impact strategic research with efficient, tactical research, helps optimize resource allocation.

Adapting to evolving consumer behavior is key for success: Understanding the nuances of consumer behavior in a changing economic and social landscape is crucial for developing effective strategies.

Tune in to this episode to learn more about Tom Johnson's insights on building a successful consumer insights function and navigating the challenges of the fast-food industry.

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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 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, a market research podcast," host Michael Howard, the Head of Marketing at Infotools, engages in a thought-provoking conversation with Jeffrey Hirsch, founder and president of the Right Brain Studio and adjunct professor at USC's Annenberg School, about the increasing dominance of short-termism in marketing and its potential consequences for brand building. Hirsch, a seasoned marketing professional with a passion for qualitative insights, argues that the shift towards digital and social media marketing, driven by the need for measurable ROI, has led to a decline in long-term brand-building initiatives.

Here are five key takeaways from the episode:

The marketing landscape has shifted dramatically: The rise of digital and social media has led to a significant decline in traditional advertising spending, with a corresponding increase in short-term, performance-driven marketing tactics.

Short-termism can hinder long-term brand building: The pressure to demonstrate immediate ROI can lead marketers to prioritize short-term gains over long-term brand building, potentially sacrificing brand equity and customer relationships.

Brands need a clear purpose and values: To navigate the changing marketing landscape, brands must define their core values and purpose, ensuring that all marketing activities align with these foundational elements.

Qualitative insights remain crucial: Despite the popularity of quantitative data, qualitative research provides valuable insights into consumer motivations, emotions, and brand relationships, which are essential for effective brand building.

Balance is key: Marketers must strike a balance between short-term performance goals and long-term brand building, utilizing a mix of quantitative and qualitative research to inform their strategies.

Don't forget to check out other episodes of "Now that's Significant" on YouTube and all major podcast platforms!

***

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 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, a market research podcast," host Michael Howard sits down with Adam Hansen, principal and VP of behavioral innovation at Ideas to Go, to discuss the intersection of behavioral science and innovation.

Adam, co-author of the book "Outsmart Your Instincts: How the Behavioral Innovation Approach Drives Your Company Forward," shares his insights on how cognitive biases can hinder innovation and offers strategies for mitigating their impact.

Here are five key takeaways from the episode:

Cognitive biases can undermine innovation: Biases like negativity bias, confirmation bias, and status quo bias can stifle creativity and prevent teams from exploring new ideas.

Awareness is the first step to mitigation: Recognizing and understanding these biases is crucial for making conscious decisions that promote innovation.

Curiosity and experimentation are essential: Embracing a mindset of curiosity and a willingness to experiment can help overcome the limitations of cognitive biases.

The Johari window helps map knowledge and awareness: This tool can be used to identify knowledge gaps and guide teams towards a shared understanding of the problem space.

Behavioral innovation provides a framework for success: By understanding and addressing cognitive biases, teams can create a more effective and innovative environment.

Tune in to this episode to learn more about the power of behavioral innovation and how it can help you overcome cognitive biases to drive innovation. Don't forget to check out other episodes of "Now That's Significant" on all major podcast platforms!

***

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 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, a market research podcast, host John Bird welcomes Professor Stephen Kraus from the University of San Francisco to discuss the importance of collaboration between academia and the market research industry.

Professor Kraus, an expert in marketing and consumer insights, shares his unconventional journey through the world of market research, highlighting the challenges and opportunities he's observed along the way.

Here are five key takeaways from the episode:

Collaboration is key: Professor Kraus emphasizes the potential for fruitful partnerships between industry professionals and academics, benefiting both students and companies.

Survey quality remains a challenge: Despite advancements in technology, ensuring high-quality survey data is an ongoing struggle for the industry.

Education empowers the next generation: Professor Kraus finds fulfillment in educating aspiring market researchers, equipping them with the skills and confidence to navigate a rapidly evolving field.

AI is a powerful tool, but human insights are still essential: While AI offers valuable capabilities, human creativity and the ability to synthesize insights remain crucial for success in market research.

Gen Z requires a different approach: Engaging younger audiences requires understanding their unique values, preferences, and digital habits, emphasizing relevance and authenticity.

Tune in to this episode to learn more about the evolving landscape of market research and the exciting possibilities for collaboration between academia and industry. Don't forget to check out other episodes of Now That's Significant on all major podcast platforms!

***

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 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, hosted by Michael Howard, Head of Marketing at Infotools, the conversation with John Van Vleck, founder of The Greenroom Collective, explores the intersection of research and creativity.

The episode focuses on how blending the science of research with the art of insight can drive innovative thinking and problem-solving for businesses.

Key Takeaways:

1. Blending Science and Art: John emphasizes the importance of integrating the scientific aspects of research with the creative process to foster innovative solutions. This approach helps businesses move beyond traditional methodologies to explore new possibilities.

2. Role of Insights in Innovation: Insights are not just about data; they serve as inspiration for new ideas. John discusses how insights can be a catalyst for creativity, leading to transformative business outcomes.

3. Unconventional Approaches: By using unique methods, such as bringing in unexpected experts like an alligator wrangler, John demonstrates how unconventional approaches can unlock powerful insights and foster creative thinking.

4. Connecting the Dots: John highlights the importance of connecting disparate pieces of data to see the bigger picture. This holistic view enables businesses to uncover deeper insights and develop more effective strategies.

5. Becoming Thought Leaders: Researchers should aim to be thought leaders rather than mere order-takers. By understanding client needs and delivering insights that drive strategic decisions, they can elevate their role within organizations.

Check out more episodes of Now That’s Significant for further insights into market research and innovation on major podcast platforms.

***

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 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 Rebecca Maugham chats with Russell King, Research Director of Brand Strategy, Performance and Insights at the European telco Orange, about the challenges and opportunities of balancing local and global needs in market research, as well as understanding brand perception across diverse cultures and categories.

Here are five key takeaways from the episode

Balancing local and global needs is crucial: Global brands must cater to both local market nuances and overarching strategic goals, ensuring that research findings are relevant and actionable for all stakeholders.

Flexibility and standardization are key: While standardized methodologies provide consistency, allowing for local adaptations ensures that research reflects cultural differences and market-specific dynamics.

Communication is paramount: Open and frequent communication between central and local teams fosters trust, collaboration, and a shared understanding of research objectives and findings.

Brand perception transcends categories: Consumers often view a brand holistically, regardless of the specific product or service they are using, highlighting the importance of measuring overall brand sentiment.

Centralized platforms empower local teams: User-friendly research platforms that provide timely access to data and insights enable local teams to make informed decisions and contribute to global strategic goals.

Tune in to this episode to learn more about navigating the complexities of global market research and building a strong, consistent brand across diverse markets. Don't forget to check out other episodes of "Now that's Significant" on all major podcast platforms!

***

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 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,' hosted by Michael Howard, Head of Marketing at Infotools, we are joined by Jeff Vlahovich, an insights and analytics leader with extensive experience in financial services and media tech.

This discussion explores the importance of adopting an outside perspective, particularly in understanding that our products and services may not hold as much importance to customers as we believe. Jeff shares insights from his career, emphasizing the need to genuinely understand customer needs and avoid the pitfalls of overconfidence and internal bias.

Key takeaways from this episode include:

1. The Outside Voice: Jeff introduces the concept of the 'outside voice,' inspired by Daniel Kahneman, which encourages companies to seek external perspectives to gain a realistic understanding of their products' significance to customers, rather than relying solely on internal views.

2. Customer-Centric Approach: Many organizations claim to be customer-centric, but true customer obsession involves deeply understanding customer needs and challenges and continuously aligning every aspect of the business to improve customer satisfaction and loyalty.

3. The Perils of Optimism: Teams often suffer from over-optimism, neglecting competitive realities and external benchmarks. This bias can lead to unrealistic expectations and ineffective decision-making, highlighting the need for diverse perspectives and devil’s advocates in discussions.

4. Listening to Customers: While direct customer feedback is valuable, understanding their broader context and challenges is crucial. This helps in creating solutions that address their real needs, rather than simply acting on articulated desires.

5. Pre-Mortem Techniques: Conducting pre-mortem exercises helps teams anticipate potential failures before launching products or campaigns, enabling them to address possible issues proactively and increase the chances of success.

Don't miss out on more insightful discussions and expert perspectives. Check out other episodes of 'Now That’s Significant' on major podcast platforms to stay informed about the evolving landscape of market research and 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, we make it easy for 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, engages in an insightful conversation with Stefanie Zammit, Director of Analytics and Insight at Bang & Olufsen, who has a diverse career background spanning top audio brands like Starbucks, Marks and Spencer, and The Times, as well as agencies like Ipsos and Quadrangle Research Group.

The episode delves into Stefanie's career journey, which sees her reflect on some the lessons she has learned along the way, and what she would love to have known earlier as a market researcher.

Key takeaways from this episode:

1. Career Path and Industry Engagement: Stefanie emphasizes the importance of staying connected with the industry, even as one gains seniority and becomes busier with leadership responsibilities.

2. Challenges of Client-Side Roles: Stefanie discusses the difficulty of keeping up with technological advancements and vendor capabilities while working client-side, highlighting the importance of industry events and networking.

3. Value of Diverse Experience: Stefanie shares how her varied background across different sectors and roles has equipped her with a broad perspective, stressing the value of being a generalist in market research.

4. Importance of Methodology Flexibility: She cautions against rigid, off-the-shelf methodologies, advocating for flexible research designs that can adapt to a company's evolving needs.

5. Integration of Research and Data: Stefanie underscores the potential of integrating market research with internal data to gain deeper insights and a more comprehensive understanding of consumer behavior.

For latest insights and trends in market research, check out more episodes of 'Now That’s Significant' on major podcast platforms and stay informed about the evolving landscape of consumer behavior and technology.

***

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, we make it easy for 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.