Insight Innovation Exchange #IIEX 2013: Day 3

Day three of the Insight Innovation Exchange kept up the pace of an already swift and energetic conference. The event’s 20-minute sessions condensed even further with day 3’s focus on the Insight Innovation Challenge: New Companies Solving Client Business Issues in New Ways.

Day three of the Insight Innovation Exchange kept up the pace of an already swift and energetic conference. The event’s 20-minute sessions condensed even further with day 3’s focus on the Insight Innovation Challenge: New Companies Solving Client Business Issues in New Ways

Companies were allowed 5-minutes to pitch their solutions to “25 Top Unmet Needs” that had been submitted by brands. New and interesting solutions in the Qualitative space included:

  • Michael Hagerty (Mizzouri)’s online “feedback solution” – an online concept testing evaluation tool, with more tools in the company’s pipeline.
  • Shelley Kuipers (Chaordix) who declared “market research is dead, long live market research.” She introduced her company’s communities and crowdsourcing products, which she says will replace focus groups, panels, and other traditional research methodologies.
  • Fiona Blades (Mesh Planning), whose mobile platform allows participants to log their emotions and brand recall in real time.
  • Whit.li, which includes respondents’ personality type (based on their social media communication style) in their research to give a more holistic view of consumers.

The conference concluded with two enthusiastic and infectious speakers whose presentations sent us all back home to our offices and businesses with a mandate to innovate through collaboration.

  • Gayle Fugguitt (former head of global insights at General Mills and current CEO and President at ARF asked us if we were ready to grow and change because “people make decisions, data doesn’t.” Gayle called for more discourse like the kind fostered by the conference and challenged us to“amplify your voice through partnership” to make our own luck.
  • Kyle Nel (Lowe’s) told a riveting story of using data philanthropy as a way to challenging us further. Not only should we partner and collaborate, but also we should try to do so with an unconventional partner. Kyle put forward that competitive advantage is achieved by combining forces with a company who is very different from our own services and priorities.

The momentum was palpable. I am confident that every attendee found at least one new way of looking at research, technology, and partnerships as a result of attending this conference.
If our heads were not spinning with inspiration enough already, a smaller set of attendees had the true privilege of attending a 3-hour workshop with Mark Earls. Mark took us through a series of exercises and games based in improve technique to show us how “playfulness makes us see things fresh.” These exercises continually confronted the assumptions that we all make about how customers (and people) think, make decisions and interact with others. They made us all aware that we think too much, that we try too hard to make sense of and control the situations around us. Isn’t this what we ask participants to do when we use projective techniques?

The workshop taught and reminded me of many things in my practice, including:

 

  • Participation – always do exercises I give to participants personally
  • Empathy – incorporate the mood and feeling of the room into my insights
  • Humility – remember that I’m just another human being, just like my participants

As a result, here’s what’s on my reading list now:
reading-list

Thank you to everyone at Greenbook for putting on an inspiring conference! For those of you who didn’t attend this time, check out the Insight Innovation Exchange events scheduled throughout 2014, your chance to be inspired and challenged by the future of market research. Stay tuned for more information about these events!

 

Insight Innovation EU – Amsterdam – February 2014

Insight Innovation LATAM – Santiago de Chile – April 2014

Insight Innovation NA – Atlanta – June 2014

Insight Innovation AP – Singapore – August 2014

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One Response to “Insight Innovation Exchange #IIEX 2013: Day 3”

  1. Nadja Mueller Schmid says:

    October 8th, 2013 at 11:16 pm

    Dear Katrina
    What is the yellow books title? And author? The graphic is too small in order to get this information and you got me very curious about these books. Thanks!
    Nadja

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