Suzanna Chaplin’s Post

Diversity in perspectives is not just a strength; it's a strategic advantage in #marketresearch. Diverse lenses reveal insights that could otherwise be overlooked, driving more comprehensive and impactful consumer understanding. https://lnkd.in/gWGuuYdd

The importance of empathy in marketing research can't be overstated. How many times during a research study have you spotted a discrepancy between what stakeholders believed a top consumer priorities to be and what real-world observations revealed those priorities to actually be? Check out this full article and keep trying on those other hats- https://lnkd.in/ggN_DYka #mrx #marketresearch #dataquality #representativeness #empathy #sampling

A recent article from Quirk's Media highlights the importance of diverse perspectives in marketing research. Maintaining empathy and representativeness throughout the research process has always been crucial, but in the ever changing landscape we are facing today in our industry, it's more important than ever. The article claims that by playing the Devil's advocate, understanding context, balancing research methods, and conveying human experience when presenting data, we can help create products that connect with consumers and achieve commercial success. Let us know your thoughts and check out the full article here- https://lnkd.in/gWGuuYdd #PrecisionSample #Quirks #empathy #mrx #marketresearch #representation #dataquality

Our attention span has dwindled to just eight seconds—less than that of a goldfish! This is actually not a decline in attention; it is simply our brains becoming accustomed to processing overwhelming amounts of data. This inundation blurs the lines between brands, making it harder for customers to remain loyal. As customer-centric marketers, it is our job to break through the noise and tailor strategies to capture fleeting attention spans. Let's make every second count! Kudos to Kelly Waller for highlighting this. #Marketing #CustomerCentricMarketing #BrandDifferentiation

Exciting News!!! Quirk's Media Publication has featured Progresso Research among the top 16 consumer research companies for 2024. This recognition underscores our steadfast commitment to pioneering digital insights. https://lnkd.in/d884qMD7 #ConsumerResearch #MarketResearch #ProgressoResearch #DataInsights #IndustryLeaders #QuirksPublication

As an advocate of repurposing existing research and revisiting the assets you already have to answer new questions, I love that this has traction as a tangible method in this article by Marketing Week. Plus, a new snazzy acronym from Helen Edwards to help sell it in! Improved knowledge management and proper insight engagement plans are needed to resurface studies that are very often ‘hidden in plain sight’. But to really gain new value you also need a workable process to mine the data in a new context - just reading an existing report and expecting the new insight to jump out the page is not a process. Market Research Society (MRS)

I recently had an experience in real-world marketing that made principles I've been studying come to life. A representative doing a street survey contacted me while I was walking through the downtown area. This interaction brought to light the importance of direct consumer interaction, which is a key component of contemporary marketing tactics. While filling out the survey, I noticed the marketer's methodical approach. Their manner was so professional that it immediately made me feel comfortable and encouraged me to join in. Strategic questions were asked in an effort to learn more about the preferences and behaviors of customers. This survey was clearly well thought out, and it adhered to the market research guidelines that I had recently studied. The importance of individualized communication and focused outreach in marketing was highlighted by this experience. The marketer skillfully harnessed the power of qualitative data collection by using open-ended questions to generate comprehensive responses. I came away from the experience understanding the nuances of consumer research and how it influences the development of effective marketing campaigns. Completing this poll was more than just a fortuitous meeting; it was an in-depth analysis of marketing dynamics. It confirmed the applicability of academic concepts in practical settings and underlined the significance of consumer-centric methods. Tserennyam Sukhbaatar Tutehau Hunkin #marketing #marketingstrategy #customerneeds #customervalue #customersatisfiction

Without answering these questions (with reliable data)... then you don't have a marketing strategy, you have a guess: Say you're a strategist tasked with selling more handbags in the UK (just for the sake of example)— There are a few key questions you need to be able to answer to build your strategy: 1. What channels should we focus on? (where they spend time, and it isn't too competitive already) 2. What content should we create? (that they actually care about) 3. Where else does our audience spend time? (where we can target them) 4. What are they talking about and consuming? (that we could create content about) 5. Who is already influencing them? (that we could partner with) We've built methodologies to answer all of these with reliable data. It's basically the cheat sheet for an effective strategy. #rightmetric #marketingdata #marketingstrategy #insights #analytics

Ah, another splendid gathering of The Marketing Society. It's always a delight to see familiar faces and hear fresh perspectives. But let's not get too cozy in our echo chamber, shall we? The inimitable Chiradeep Gupta dropped a truth bomb that's still reverberating in my skull: "Sometimes we forget the lost art of spending time with our consumers/customers." Bravo, Chiro! In our data-drunk stupor, we've almost forgotten how to trust our gut and actually talk to the people we're trying to reach. It's as if we've become so enamored with our spreadsheets and algorithms that we've forgotten the simple joy of a good old-fashioned chinwag with our customers. We're drowning in data, gasping for the oxygen of human insight. But fear not, fellow marketers! Some brave souls are venturing beyond the data deluge, measuring what truly matters, and - dare I say it - making decisions based on gasp instinct and objectivity. How delightfully rebellious. This breakfast pow-wow on "The Power of Marketing Measurement" was a refreshing reminder that effectiveness isn't just about numbers - it's about impact. In a world where consumer behavior is as predictable as a cat on catnip, and economic uncertainty looms like a bad hangover, it's crucial we keep our wits about us. Olivier Kuziner from Ekimetrics dazzled us with creative trends and best practices for capturing attention in this platform-obsessed era. And let's not forget the star-studded panel, featuring the likes of Chiradeep Gupta from Unilever and Cheryl Lee from L'Oréal SAPMENA, who shared their battle scars and victories in the measurement arena. So, my fellow marketing mavericks, let's raise a glass (of data-infused champagne, perhaps?) to measuring what matters, trusting our instincts, and never forgetting the lost art of actually talking to our customers. After all, in the words of the great David Ogilvy, "The consumer isn't a moron. She's your wife." Or husband. Or non-binary partner. You get the idea. Cheers to effectiveness, creativity, and the occasional rebellion against our data overlords. #MarketingMeasurement #EffectiveMarketing #CustomerInsights #DataRebellion

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