Insight Landscape

The leading edge of insight creation.

Industry Reflections Archive



July 2014



Creating An Innovation Engine For Market Research

Written by , Posted in Conferences and Publications, Industry Reflections, Market Reseach

Innovation may be the hottest topic in market research these days.  Conference agendas promise the latest and greatest, and clients continually ask their agency partners to show them “what’s new.”  Almost all of the conversation is around “content”—what the innovation is. For the most part this was true at the Insight Innovation Exchange (IIeX) held in Atlanta in June, which I wrote about in my last Insight Landscape post .  Amidst the buzz about new methods it can be difficult to separate fad from true innovation and true innovation from technology substitution (e.g., replacing a manual process with an automated one).  And despite the creativity of some of the new solutions we heard about at IIeX, the market research industry lacks a true innovation engine like those found in many of our client industries (of which the Lowe’s Innovation Lab described by Kyle Nel at IIeX is a great example).  I was invited to share some thoughts at IIeX about how we might drive more innovation in market research.  What follows is a brief recap of my presentation. (more…)



February 2014



Does “traditional” market research have a role in the future of insight creation?

Written by , Posted in Business Insights, Industry Reflections, Market Reseach

Greenbook has just released the latest version of its Research Industry Trends (GRIT 14) survey of market research buyers and sellers.  Among other findings, the report reveals trends in client organizations’ use of “new” research technologies such as online communities (down), mobile surveys (down), social media analytics (up), text analytics (flat), and big data analytics (up). The technologies that are trending up have one thing in common:  they do not require direct active interrogation of consumers.  Almost all of our “traditional” market research techniques, on the other hand, require some kind of dialogue with the consumer, whether or not it takes place in real time. (more…)



January 2014



Design thinking leads to smarter market insights

Written by , Posted in Business Insights, Industry Reflections, Optimizing Insight

In case you haven’t noticed, there’s an emerging—and growing—interest among leading management gurus in something called “design thinking.”  The origins of design thinking can be found in the industrial design world.  DT’s roots go back to the 1970’s and something called “participatory design” that brought actual users into the design process, asking them to test prototypes and provide feedback.  A decade later “participatory” had evolved into “user-centered” and user (or customer) “needs” became the focal point of the design process.  (more…)



October 2013



Report from the PMRG Institute 2012

Written by , Posted in Industry Reflections

PMRG (the Pharmaceutical Marketing Research Group) held the second annual iteration of the PMRG Institute in Philadelphia recently.  The Institute is one of two major events that PMRG hosts each year (the other being the Annual National Conference in the spring).  The PMRG Institute provides a forum for sharing best practices in healthcare market research. This year a poster session was added, expanding the opportunities for researchers to share, among other things, some new ways of tackling old problems.