Stories of Market Research: The Insightrix Podcast

Episode 37: Partnership and Collaboration as a New Form of Competition + the Buzz Around Effective Employer Branding Strategies

In this episode of Stories of Market Research: The Insightrix Podcast, host Sharday Torgerson sits down with Shonna Caldwell, Chief Revenue Officer of Insightrix, and Larry Anderson, Chief Relationship Officer of Chess Club Agency, to explore the benefits of collaboration and partnerships! Shonna and Larry emphasize the advantages of working together, particularly when a market research firm and a creative agency collaborate on client projects. Our guests unravel the story behind their partnership, discussing the driving factors that brought their organizations together. Discover why building partnerships around service offerings is crucial for organizations seeking to enhance brand recognition and deliver comprehensive solutions to their clients. Shonna and Larry dive into their recent presentation on employer branding. They discuss the importance of research, such as brand auditing, and its role in shaping a company's employer branding strategy. Shonna and Larry provide real-life examples, good and bad, to illustrate the impact of these strategies on organizational success. Join us for this informative episode as we uncover the power of partnerships, the value of employer branding, and the limitless possibilities that arise when agencies combine forces and insights and creative strategies converge. [https://podcast.insightrix.com/app/uploads/2023/06/Larry-Anderson-Art-Shot-300x264.png] > "Understanding attitudes, preferences, behaviours, and working with a market research agency, we can tailor that message and those visuals to resonate with potential employees or showcase company culture in the way that these audiences value." > > > - Larry Anderson, CRO | Chess Club Agency [https://podcast.insightrix.com/app/uploads/2023/06/Shonna-Caldwell-Art-Shot-300x264.png] > "Showing how we can stay curious together, how we can value each other's expertise - we can bring a holistic approach to our client's problems." > > > - Shonna Caldwell, CRO | Insightrix Research More from the episode: Learn more about Larry Anderson and Chess Club Agency: https://chessclub.co/ [https://chessclub.co/]    Want to check out Larry and Shonna’s awesome employer branding presentation? Check it out here! https://wesk.ca/resources/employer-branding/ [https://wesk.ca/resources/employer-branding/] Want to be on our podcast? We are always looking for new guests to appear on our podcast! If you think that is you, please email podcast@insightrix.com. For more exciting content, check out our market research blog for informative articles about everything and anything market research related.

Episode 36: User Experience & The Human Connection: How Empathy Can Lead to Greater Insights

In this episode of Stories of Market Research: the Insightrix Podcast, host Sharday Torgerson engages in an insightful conversation with a spirited and intuitive strategist and qualitative UX researcher with Savanta. Sharday and Nikki delve into the human side of qualitative research and user experience, highlighting the role of empathy in successful research projects. Nikki shares her perspective on how qualitative researchers and emphasizes the importance of sharing something authentic about oneself at the beginning of a research session to establish a human connection with participants, even if it's something as simple as sharing a common interest, like sports. Sharday agrees and highlights how being authentic and relatable goes beyond project work but extends to being a human amongst humans, especially when discussing sensitive topics. The conversation also touches upon examples of past failures in user experiences and the importance of conducting user research to avoid costly mistakes. Sharday highlights the example of Coca-Cola's failed launch of "New Coke" in the 1980s, which failed to consider the emotional connection many older consumers had with the original flavour. They emphasize the need for brands to conduct the right research and evaluate different audiences, situations, and experiences before launching products or changing existing ones. Nikki also shares insights on the challenges and pitfalls of conducting user research, including the struggle to maintain and share knowledge across organizations, particularly in tough economic times. She also highlights the importance of using language that users can easily understand to gather more accurate insights, avoiding jargon and technical language that may not resonate with users. [https://podcast.insightrix.com/app/uploads/2023/04/SOMR-EP36-x-Nikki-Lavoie-Savanta-x-User-Experience-and-the-Human-Connection-art.png] > "It's impossible to understand the consequences of a potential decision that a stakeholder might be making if there's no contextual understanding. The data tells you what, but the qualitative tells you why." > > > - Nikki Lavoie, EVP, Strategy & Innovation, Savanta Nikki and Sharday discuss the importance of community and resources for those interested in getting started in UX research. Nikki shares valuable advice on seeking out online resources related to UX, which provide insights and career advice. In addition, they highlight the supportive and approachable nature of the UX community, where high tides raise all ships, and stress the availability of help and resources for those starting in the field. Don't miss this engaging conversation on the evolving landscape of market research and the importance of empathy and human connection in qualitative research and user experience. MORE FROM THE EPISODE: Learn more about Nikki Lavoie and the incredible work she does with Savanta! https://savanta.com/ [https://savanta.com/] Read more on the industry insights around UX Nikki has authored for Greenbook: https://www.greenbook.org/mr/author/nlavoie/ [https://www.greenbook.org/mr/author/nlavoie/] WANT TO BE ON OUR PODCAST? We are always looking for new guests to appear on our podcast! If you think that is you, please email podcast@insightrix.com [podcast@insightrix.com]. For more exciting content, check out our market research blog for informative articles about everything and anything market research-related. The full transcript is available on page two.

Episode 35: Planning for Project Success: The Importance of Project Management and Hospitality in MRX

In episode 35, Sharday connects with Natalie Renna, President of Fieldwork Minneapolis. Natalie joined Fieldwork in 2015 as a Project Manager and, in March 2020, took on the role of President of Fieldwork Minneapolis. In the episode, Sharday and Natalie discuss the importance of project management in facilitating face-to-face market research projects. Natalie dives into the service side of project management, including important core skills and challenges project managers face in the industry. Later in the episode, Sharday and Natalie discuss the impact of hospitality in market research and why it's more important than ever to focus your service offering on helping clients and research participants feel comfortable while meeting their expectations. Throughout the episode, Natalie and Sharday discuss the shift of in-person research, how project managers are recruiting through new methods, how to anticipate end-client needs, and how to create the best experience possible. [https://podcast.insightrix.com/app/uploads/2022/12/Natalie-Renna-Art-Shot-.png] > "As things went back to more and more face-to-face research, we really see how important that human factor is... getting people together to talk is a really powerful thing. Sharing those human experiences together - it's such a huge part of what we do in market research." > > > - Natalie Renna, President, Fieldwork Minneapolis https://youtu.be/_xhZ_03ucPg?list=PLQaLCYjJ9INcDaNdvDWJbMBLDeJ7-y70T MORE FROM THE EPISODE: Fieldwork website: https://www.fieldwork.com/ [https://www.fieldwork.com/] Get to know Natalie! https://www.fieldwork.com/about/team/natalie-renna/ [https://www.fieldwork.com/about/team/natalie-renna/] Natalie Renna’s Introduction Screener (So much fun!!): https://www.fieldwork.com/wp-content/uploads/2020/04/NatalieRenna-screener.jpg [https://www.fieldwork.com/wp-content/uploads/2020/04/NatalieRenna-screener.jpg]   Need a qualitative facility? https://www.fieldwork.com/market-research-services/research-venues/ [https://www.fieldwork.com/market-research-services/research-venues/] WANT TO BE ON OUR PODCAST? We are always looking for new guests to appear on our podcast! If you think that is you, please email podcast@insightrix.com. For more exciting content, check out our market research blog for informative articles about everything and anything market research-related. The full transcript is available on page two.

Episode 34: The Significance of Data Quality in Market Research

Welcome back to the Stories of Market Research: the Insightrix Podcast. We are excited for another new season of SoMR - with amazing guests and topics focused on the world of market research. In our first episode of Season 4, Sharday connects with Leib Litman (Co-Founder and Chief Research Officer) and Cheskie Rosenzweig (Senior Researcher and Product Scientist) of CloudResearch [https://www.cloudresearch.com/] to chat about the state of data quality in market research. In this episode, Leib Litman, who recently led an expert panel on sample quality at ESOMAR 2022 [https://esomar.org/initiatives/congress-2022], debates the evolving techniques of survey fraudsters, the importance of sample (and panel) providers taking responsibility for data quality, and how organizations like CloudResearch is actively setting the standard for handling online sample, no matter how it's collected. Then, Leib and Cheskie explore the industry-wide challenges and ways to address systemic fraud when managing market research, specifically online samples. Cheskie shares how CloudResearch has developed rigorous data quality solutions that combine unique behavioural and technological vetting - known as Sentry - and how this powerful tool can help businesses worldwide eliminate the many threats to data quality and the validity of online research. https://youtu.be/WNmlEmQ-Tmg Check out CloudResearch: https://www.cloudresearch.com/ [https://www.cloudresearch.com/] https://twitter.com/CloudResearch [https://twitter.com/CloudResearch] https://www.linkedin.com/company/cloudresearch/ [https://www.linkedin.com/company/cloudresearch/] Check out Sentry: https://www.cloudresearch.com/products/sentry-data-quality-validation-online/ [https://www.cloudresearch.com/products/sentry-data-quality-validation-online/] WANT TO BE ON OUR PODCAST?  We are always looking for new guests to appear on our podcast! If you think that is you, please email podcast@insightrix.com [podcast@insightrix.com]. For more exciting content, check out our market research blog for informative articles about everything and anything market research-related. The full transcript is available on page two. Full AI transcript available on page 2.

Episode 33: Interview with Dr. Jill Bishop, Founder & CEO of Multilingual Connections

Some of the brightest minds in market research have found their way into the industry, often from an unsuspecting path, to support a gap in the sector where their background and passion can thrive. The same can be said for our next guest! Dr. Jill Kushner Bishop is the Founder & CEO of Multilingual Connections, a Chicago-based company that provides translation, transcription, transcreation, multimedia localization and research services in over 75 languages. Dr. Jill Bishop's journey didn't quite start in market research. In fact, her early fascination with language and culture led her to pursue a BA in the Teaching of Spanish and an MA/Ph.D. in Linguistic Anthropology. An unexpected opportunity brought Jill to the corporate world, where she worked as a user experience researcher for a business and technology consulting firm. She later leveraged her skills and background—plus her love of burritos—when she was hired to oversee language, culture, and diversity programs for Chipotle Mexican Grill. Then, in 2005, Jill took the next step in her career by launching Multilingual Connections. [https://podcast.insightrix.com/app/uploads/2022/07/Stories-of-Market-Research-the-Insightrix-Podcast-Dr-Jill-Bishop-Multilingual-Connections-Episode-33.png] > "It's one thing to reach out when you want to connect with a multilingual audience, but if you don't care enough - meaning investing the financial resources and time resources to do human or quality translation - it tells them that you want their business, but you really don't care enough to earn their business or create that connection." > > - Dr. Jill Bishop, Founder & CEO of Multilingual Connections In episode 33, Sharday and Jill discuss her unique journey into market research – from a student at UCLA to landing a "perfect position" that ultimately led to starting a business, supporting professionals worldwide to connect with their audiences authentically. As a language and culture expert, Jill speaks about Multilingual Connections' ability to provide culturally relevant and linguistically accurate language solutions to help resonate with your hyper-local audience. Later in the episode, Sharday and Jill dive into the art and science of transcription, when human or quality transcription is important, and why language services are critical in supporting businesses interested in expanding into global markets. Do you want to expand your products and services internationally? Conduct a community survey? Collect neighbourhood data? Jill shares why transcription, multimedia localization and transcreation can help your next project be representative of your audience's worldview in a meaningful and genuine way. https://youtu.be/8DGO133P0zM More on today's episode: Learn more about the guest on today's episode: https://multilingualconnections.com/ [https://multilingualconnections.com/] Special thanks to Dr. Jill Bishop (Guest), Sharday Torgerson (Host/Producer), and Jason Hattie (Editor/Producer). WANT TO BE ON OUR PODCAST?  We are always looking for new guests to appear on our podcast! If you think that is you, please email podcast@insightrix.com [podcast@insightrix.com]. For more exciting content, check out our market research blog for informative articles about everything and anything market research-related.  The full AI transcript is available on page two.