Whew, just back from four content-packed days at the Advertising Research Foundation (ARF) re:Think 2012conference. It was great to meet up with many of you there and connect through Twitter. If you missed my Twitter stream, click herefor a summary or check out the re:Think feed here.
So, what are the key takeaways for Market Insights Professionals from the conference? Simply, we need to:
Improve! On Day 1, we heard several passionate presentations on the need for market insights to evolve and deliver higher-value and more actionable insights. On the next day, Kantar’s CEO said the profession needed improved talent to meet the business’ needs and the ARF discussed the need for improved research and respondent quality.
Innovate! A number of presentations focused on the need for market insights to develop better predictive tools, identify white spaces more effectively, and package insights in more innovative ways. There were many calls for market insights to bring much more creativity to the table.
Integrate! Although not identified as a theme, I would say integration was the “glue” that connected most of the presentations. Whether the presentations were about connecting social to surveys, insights to ROI, or even biometric to behavioral data, it was clear that “integration” is the path to help market insights improve and innovate.
We’ve all heard, spoken about, or at least mentioned big data as a key trend for the technology industry in the past year. While it’s a no-brainer that big data is definitely affecting businesses today, little has been said about its relevance and how it affects consumer engagement. In an effort to make sense of this hype and decode the impact of big data on organizations’ relationships with customers, I’ve decided to write a report entitled “The Big Deal About Big Data For Customer Engagement.” Yes, big data is definitely a big deal — in fact, it’s a bigger deal if not handled with prudence!
To better understand this space, I’m keen to engage with both vendors and senior decision-makers at organizations that are either currently grappling with big data or planning to launch a project to manage this situation.
Once I hear from you, I or one of my colleagues will reach out to you with a premise document that covers the main questions that I would like to discuss with you during the course of a 30-minute interview. Just to share with you, we are looking at conducting these interviews over the next month. It goes without saying — but it’s best when said — we will honor all requests for confidentiality and will send you a copy of the report when it is published.
Please leave a comment with your contact details or send me an email at sgogia (at) forrester (dot) com.