Now that's Significant

This episode of Now that's Significant features host Michael Howard, Head of Marketing at Infotools and Jo Secher, a freelance researcher. Amidst the rise of misinformation (in this case that which is more unintentional than intentional), Jo joined the show to discuss the challenges of interpreting quantitative data and the role of researchers in distinguishing fact from fiction. 1. Misinterpretation of Quantitative Data: Jo highlights how quantitative data is often misinterpreted by staff in non-research roles, which can lead to significant errors in decision-making. 2. The Rise of Misinformation: The conversation explores the increasing difficulty in distinguishing fact from fiction and the responsibility researchers have in acting as credible fact-checkers. 3. Professional Ethics in Research: Jo emphasizes the importance of maintaining ethical standards in research to preserve trust in the market research profession. 4. Understanding Probabilistic Data: The discussion covers the need for researchers to communicate the inherent uncertainties in data to avoid misinterpretation by stakeholders. 5. Examples of Misinterpreted Data: Jo shares real-world examples where data misinterpretation led to strategic errors, underlining the importance of presenting data in an accessible manner. Question of the episode that you can consider… How can your organization improve its processes to ensure that data insights are accurately interpreted and effectively communicated to decision-makers? Thank you for tuning into this episode of 'Now that's Significant.' If you found this discussion valuable, please share it with others, subscribe to the podcast, and leave a review. Listen to our other episodes for more insights into market research. *** 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 Michael Howard, Head of Marketing at Infotools, is joined by Lisa Miller, President of Lisa W Miller and Associates and author of 'The Business of Joy.' The discussion revolves around the concept of joy as a vital component for economic and business growth, particularly in challenging times like the pandemic. Lisa shares her journey of exploring joy through consumer insights and how it can drive both personal and professional success. Key takeaways from this episode 1. Joy as an Economic Driver: Lisa highlights that joy is not just a feel-good factor but a powerful economic driver. When joy surpasses fear, it can propel economic recovery and business success. 2. Evolving Consumer Insights: Over her 30-year career, Lisa has learned to adapt her approach to consumer insights, emphasizing the need to stay innovative and sharp in understanding consumer behavior. 3. Impact of the Pandemic on Joy: During the pandemic, Lisa conducted ongoing surveys to track levels of joy versus fear. Her data revealed that joy significantly impacts economic activity and recovery rates. 4. Human Connection in Business: The book and Lisa's research stress the importance of fostering human connections in both personal and professional settings to enhance workplace culture and innovation. 5. Joy in Business Strategy: Lisa argues that incorporating joy into business strategies can help companies adapt to the new normal by reminding consumers why they love certain brands and encouraging customer engagement. Tune in on major podcast platforms to stay informed about the latest trends and strategies in 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, 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 thing

This episode of Now that’s Significant, a market research podcast, welcomes Michelle Murphy Niedziela, PhD, a behavioral neuroscience expert, to discuss the potential and pitfalls of applying neuroscience to market research. Michelle, who has worked with major brands like Johnson & Johnson and Mars Chocolate, emphasizes the importance of understanding both the benefits and limitations of consumer neuroscience to avoid falling prey to misleading claims and unrealistic expectations. Here are five key takeaways from the episode: Neuroscience is not mind-reading: While neuroscience can provide valuable insights into brain processes, it cannot simply "read minds" or reveal hidden desires. Beware of neuro-myths: Claims like "95% of decision-making is non-conscious" are often used to promote neuroscience tools but lack scientific validity. Focus on the research question, not the tool: The choice of neuroscience technique should be driven by the specific research question, not the novelty or popularity of the tool. Integrate neuroscience with other methods: Combining neuroscience with psychology, behavioral science, and traditional market research methods provides a more comprehensive understanding of consumer behavior. Education is key to avoiding pitfalls: Investing in education and training for market research teams helps them ask the right questions, critically evaluate claims, and apply neuroscience tools effectively. Tune in to this episode to gain a balanced perspective on the potential and limitations of consumer neuroscience and learn how to navigate this complex landscape effectively. 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 thing

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. *** 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, 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,' 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, delves into the world of social media research with guests Alexis Harris, Research and Insights Manager at TikTok, and Devora Rogers, Chief Strategy Officer at Alter Agents. Alexis brings her expertise in leveraging mixed methods and fostering cross-functional relationships to deliver actionable insights. Devora, known for her innovative approach, has led research teams and developed methodologies for global brands. The discussion centers around a fascinating study on content variety and its impact on user engagement on TikTok, offering valuable insights for brands looking to optimize their content strategies. Key takeaways from the episode: 1. Importance of content variety: 64% of TikTok users prefer brands that offer a diverse range of content. This variety not only enhances engagement but also increases positive emotions among users, making them more likely to interact with the brand. 2. Role of creators: A mix of brand-led and creator-led content is highly effective in engaging audiences. Users find content from a variety of creators more relatable and authentic, which helps brands achieve better metrics in terms of engagement and trust. 3. Emotional connection: Diverse content boosts positive emotions, with users showing a 65% increase in positive feelings when exposed to a variety of content. This emotional connection translates to higher engagement and stronger brand loyalty. 4. High and low production content: Both high and low production content have roles to play in a successful TikTok strategy. Shorter content, particularly under 31 seconds, performs exceptionally well, and featuring the product throughout the video often leads to the best results. 5. Practical implementation: Brands should experiment with different content types and leverage creators to enhance relatability and trust. By using a mix of high and low production content and varying the creators, brands can effectively engage their audience and drive better outcomes. 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. 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.