In this episode of 'Now That's Significant,' hosted by Michael Howard, Head of Marketing at Infotools, we delve into the realm of augmented reality (AR) and attention research with special guests Takeshi Tawarada and Kara Louis from Snapchat. Tak, the Research and Insights Lead for AR and Attention, and Kara, the Group Manager for Global Agency Research, discuss the groundbreaking AR initiatives at Snapchat, their impact on consumer behavior, and how brands can leverage these insights.

Key Takeaways:

1. Augmented Reality's Evolution and Utility:

AR is a digital layer that enhances the world around us. Snapchat uses AR to empower users to express themselves, learn about the world, and have fun, as exemplified by their viral lenses.

2. Research Insights and Advertisers:

The Snapchat Research and Insights Team focuses on substantiating why marketers should advertise on Snapchat and how to reach their audience effectively, particularly through AR.

3. AR and Sustainability:

AR can significantly contribute to sustainability by reducing shopping returns and material waste. Snapchat's research shows that AR can drive a 46% reduction in carbon emissions compared to traditional shopping methods.

4. Attention and AR:

Snapchat's AR experiences capture five times more active attention compared to other platforms, enhancing both short-term brand choice and long-term brand loyalty.

5. Future of AR:

Emerging technologies like generative AI and machine learning will further augment AR's capabilities, leading to new, immersive consumer experiences and innovative advertising methods.

Don't miss out on the latest insights and trends in market research and AR. Check out more episodes of 'Now That's Significant' on major podcast platforms and stay ahead in understanding consumer behavior and technological advancements.

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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 sits down with Brian W Robinson, former leader of analytics teams at Meta and Yahoo! and author of "Project Boing," to discuss the importance of balancing the creativity of storytelling with the power and robustness of data in market research. Robinson emphasizes that impactful market research involves striking a balance between data analysis and compelling narrative - rather than just leaning on one over the other. Here are five key takeaways from their conversation:

Finding a Home in Market Research: The field often attracts individuals with diverse backgrounds who are drawn to its unique blend of curiosity and analytical thinking.

Balancing Data and Storytelling: Effective market research involves using data as a foundation for crafting compelling narratives that resonate with decision-makers.

Overcoming the "Nobody Listens to Me" Mentality: Market researchers should focus on understanding their audience and tailoring their communication to effectively convey insights.

Embracing AI in Market Research: AI presents both opportunities and challenges for market research, requiring adaptability and a willingness to integrate new technologies.

The Importance of Concise Communication: As professionals rise in their careers, they must learn to communicate complex information succinctly and tailor their message to different audiences.

To hear more insightful discussions on the world of market research, tune in to other episodes of "Now That's Significant" 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, 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

This episode of "Now That’s Significant, a Market Research Podcast," takes a deep dive into the current state of the New Zealand economy and its implications for the market research industry.

Host Michael Howard brings you a panel discussion from the Research Association New Zealand's AGM, featuring experts from various sectors. The panel, moderated by Chair Ian Mills, includes Rob Clark from Seek, Carin Hercock from Ipsos, Jason Shoebridge from NZIER, and Liza Van der Merwe from Deloitte Access Economics.

Here are five key points discussed:

This Time Feels Different: The panel agrees that the current economic climate feels different from past recessions. Factors like the rapid transition from a high-spending Covid period to a recession, the reliance on migration for economic growth, and the impact of global geopolitical tensions contribute to this unique situation.

Consumer Confidence and Inflation: Consumer confidence is low, driven by high inflation and the rising cost of living. The panel discusses the impact of housing costs and mortgage rates on consumer sentiment, noting that inflation in New Zealand remains stubbornly high compared to other countries.

The Power of Narrative: The discussion highlights the influence of media narratives on public perception of the economy. The panel emphasizes the need for market researchers to be a voice of reason, providing data-driven insights to counterbalance negative or sensationalized reporting.

Financial Literacy and Transparency: The panel raises concerns about financial literacy levels and the need for greater transparency in communicating economic data to the public. They suggest that market researchers can play a role in educating consumers and helping them understand the impact of economic trends on their lives.

Productivity and Innovation: The panel identifies low productivity as a key challenge for the New Zealand economy. They discuss the need for greater investment in technology, innovation, and skills development to boost productivity and drive sustainable economic growth.

A question for our listeners:

How can market researchers effectively communicate complex economic data to the public in a way that is both accurate and engaging, fostering greater understanding and informed decision-making?

Enjoy the podcast

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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

This episode of "Now That’s Significant, a Market Research Podcast," dives into the evolving landscape of the market research industry, exploring the dynamics between corporate research teams and industry suppliers. Host Michael Howard is joined by Daniel Berkal, SVP at The Palmerston Group, to discuss their experiences and observations from attending industry conferences.

Here are five key takeaways from their conversation:

1. The Power of Workshops: Both Michael and Daniel express a strong preference for interactive workshops over traditional presentation-style sessions at conferences. They find that workshops offer a more engaging and collaborative learning environment, fostering deeper understanding and connection among participants.

2. Navigating the AI Hype: The hype surrounding AI in market research is undeniable. Daniel, while acknowledging the potential of AI, advises listeners to approach AI solutions with a healthy dose of skepticism. He emphasizes that the industry is still in the early stages of understanding and harnessing AI's capabilities.

3. The Importance of Backup Plans: The recent CrowdStrike outage serves as a stark reminder of the vulnerabilities of relying solely on interconnected systems. This event highlights the need for businesses to have backup plans in place to mitigate disruptions caused by technology failures.

4. The Rise of Synthetic Data: Daniel shares his perspective on the growing use of synthetic data in market research. While acknowledging the potential benefits, he also points out the importance of addressing the perception of synthetic data as being less valuable than "real" data.

5. Maintaining Curiosity and Connection: Both Michael and Daniel emphasize the importance of fostering genuine curiosity and connection within the market research community. They believe that by focusing on shared goals and a passion for understanding human behavior, corporate research teams and industry suppliers can bridge the gap and drive meaningful progress.

How can we create more collaborative and engaging experiences at industry events that move beyond transactional interactions and foster genuine connection and knowledge sharing?

Tune in to future episodes of "Now That’s Significant" for more insights and discussions on the latest trends in market research. Subscribe to the podcast on your preferred platform and share it with your network. Your reviews and feedback are greatly appreciated.

***

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 and guest Darrell Bricker, CEO of Ipsos Public Affairs, discuss the shocking global trend of population decline and its wide-reaching implications.

Contrary to popular belief, the world population will not continue to grow indefinitely but is expected to peak around 9 billion (rather than the 11.4 billion) before starting to shrink. Below are five key takeaways from the podcast.

Economic Contraction: A shrinking population will lead to economic contraction due to a decrease in consumption. As the population ages, there will be less demand for consumer goods, leading to slower economic growth.

Shifting Power Structures: Countries with shrinking populations, like China, could lose their dominant positions in manufacturing as their workforces shrink and labor costs rise. This could lead to a shift in global power dynamics.

Social Impacts and Cultural Extinction: Population decline, coupled with urbanization, could lead to the cultural extinction of indigenous populations. As younger generations move to urban areas, they may not carry on the languages and traditions of their cultures.

Political Ramifications: With a smaller younger generation, the voting power of older generations will increase. This could result in policies that disproportionately favor the needs of the elderly, such as long-term care and pensions, potentially leading to generational conflicts.

Unsustainability of Perpetual Growth: The current economic model, which relies on perpetual revenue growth, is unsustainable in the face of a shrinking customer base. Businesses will need to adapt and innovate to remain profitable in a world with fewer consumers.

To delve deeper into these thought-provoking insights and more, listeners are encouraged to check out other episodes of "Now That's Significant" 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, 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 virtually sits down with Vera Chien, Executive Director of Corporate Research, Data and Insights at Warner Bros. Discovery. Vera, a seasoned research leader with over 20 years of experience, shares her insights on the power of consumer-centric research in shaping entertainment content.

Vera provides a glimpse into the vast landscape of Warner Bros. Discovery, highlighting the diverse range of titles and genres. She delves into the structure of the insights function at the company, emphasizing the collaborative efforts between teams focused on specific areas like film, TV, and streaming, and those with a broader, more strategic purview.

Vera emphasizes the importance of understanding consumer behavior, particularly in today's rapidly evolving entertainment landscape. She shares intriguing insights, such as the phenomenon of "rationing," where viewers intentionally slow down their consumption of beloved series to 'milk out' and delay the inevitable ending to one of their favorite shows. She also discusses the unique viewing habits of younger generations, like millennials and Gen Z, and how their preferences are shaping content creation strategies.

Vera emphasizes the importance of both qualitative and quantitative research methods, including traditional techniques and more experimental approaches like qual research and behavioral quant techniques.

She highlights the significance of data visualization and storytelling in bringing insights to life and influencing stakeholder action.

Vera discusses the importance of leveraging both first-party and third-party data sources, including social listening and syndicated data, to gain a comprehensive understanding of consumer behavior.

She shares her excitement about the potential of AI and machine learning in revolutionizing the insights sector, in areas like adaptive conjoint analysis, natural language processing for data querying, and automated data visualization.

Vera underscores the importance of staying ahead of the curve in a rapidly changing entertainment landscape, with the rise of new formats like vertical video and immersive technologies like AR and VR.

Subscribe to "Now That's Significant" on YouTube or your favorite podcast platform.

***

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.

This episode of Now That’s Significant, a market research podcast, welcomes AiCi Li, Director of Futures Lab at Mars. This episode explores AiCi’s career journey, her transition from traditional market research to a shopper-centric approach, and her insights on the evolving retail landscape. AiCi discusses her non-linear career path, highlighting the importance of serendipity, embracing opportunities outside of one's comfort zone, and the value of strong mentors. She delves into her current role at Mars, where she leads a team focused on bringing the 'outside in' and the 'future back' to drive innovation in the retail and marketing space.

Five key points discussed are:

1. The importance of balancing consumer and customer centricity when innovating in retail.

2. Understanding both front-end and back-end innovation to ensure successful implementation.

3. The need for cross-functional collaboration, bringing together expertise from marketing, sales, and insights.

4. The importance of human insights alongside data, recognizing that data alone lacks context and emotion.

5. The evolving landscape of retail, with marketplaces and platforms gaining dominance while physical retail still holds a place for experiential shopping.

One thing for listeners to consider whilst listening to this episode, is how can businesses effectively leverage AI and data analytics while maintaining a human-centric approach to retail?

Tune in to future episodes for more insights and discussions on the latest trends in market research. Subscribe to Now That’s Significant on your preferred podcast platform and share it with your network. Your reviews and feedback are greatly appreciated as we continue to explore the ever-evolving world of market research, plus its impact on business decisions and ultimately the consumer.

***

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, is joined by Alysse Henkel, Vice President of Research at The Vision Counsel. Henkel discusses her transition from program evaluation to market research, highlighting the similarities and differences between the two fields.

Henkel shares her experience overhauling outdated data systems at The Vision Counsel, emphasizing the importance of data quality, security, and accessibility. She discusses the challenges of updating a 20-year-old tracker survey while maintaining historical data for trend analysis.

Henkel also provides insights into the unique nature of market research at a trade association, explaining how The Vision Counsel conducts both economic and consumer research to benefit its members across the optical industry.

Henkel reveals that The Vision Counsel is increasingly incorporating qualitative research and leveraging big data sets for economic analysis. She also discusses the importance of partnering with research providers who prioritize data quality, integration capabilities, and high-quality data visualization.

Here are seven key takeaways from the episode:

+ Transitioning from program evaluation to market research in a non-profit environment involves learning new terminology and adapting to different reporting styles.

+ Leading with research results and providing methodological details as supplementary information is crucial in the commercial sector.

+ Program evaluators can learn from market researchers about effective communication and packaging of research insights.

+ Market researchers can benefit from program evaluators' focus on participant-centered research and culturally sensitive language.

+ Modernizing data systems and processes is essential for ensuring data quality, security, and accessibility.

+ Updating outdated research instruments requires careful consideration of historical data and effective change management strategies.

+ Trade associations play a unique role in market research, providing both economic and consumer insights to benefit their members.

Tune in to future episodes of Now That’s Significant for more insightful discussions on the latest trends in 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, 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.