Wake Up or Die. Research Automation – The Future of Market Research Corinne Sandler, Fresh Intelligence #NetGain2015 #MRX


Netgain 2015Live blogging from the Net Gain 2015 conference in Toronto, Canada. Any errors or bad jokes are my own.

Wake Up or Die. Research Automation – The Future of Market Research

Corinne Sandler, CEO of Fresh Intelligence

  • No war in the world has ever been won without intelligence
  • we are needed more and more as competition among brands intensifies
  • Where is market research on the Montclare SaaS250 list? Salesforce is the closest one.
  • We need to think outside the fishbowl
  • We play a consultative role, we see a brief that goes from analyst to director and we consult all along the way. What if the brains were integrated into technology.
  • We need to move from consulting on research to dispensing research.
  • Progress depends on the unreasonable man – George Bernard Shaw
  • Intelligence needs to be accessible to the world
  • You have only two choices today – you can use a third party or you can do it yourself
  • What about combining brains with an automated component, fully automated turn-key platform with consultants
  • Buyers of research have specific needs, and automation suits those needs well.  Quality is a cost of entry, must believe that is what consumer is truly saying, need to rely on that right data.
  • Buyers need to prove value of every dollar they spend. Priorities don’t always allow them to share the wealth among several brands.
  • These methods allow you to do all the work without reveal proprietary information
  • For instance, what if you told the provider 5 brand names, and the system automatically plugged them into a pre-programmed survey with pre-programmed charts.
  • How do you create an app that adds value for toilet paper, because EVERYONE has an app. “Charmin Sit or Squat App” – tells you where the closest washroom is and how clean it is. [My mom would LOVE THIS!]
  • 90% of our decisions are based on intuition
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