The future of insights #IIeX 


Live note-taking at #IIeX in Atlanta. Any errors or bad jokes are my own.

Impacting clients: Raising the bar by Andrew Cannon, Alex Hunt, Simon Chadwick, Kathy Cochran

  • There is stiff competition ahead, are we making a big enough impact, can we crack the ROI question
  • Is the c suite more interested in customer insight than they used to be?
  • Are we earning our seat at the table [or…. Are we setting that damn table!!]
  • Google this: GRBN100day. Challenge website,  put your name on a list of people who have committed to make a difference towards the research industry – value to clients, and ROI impact, enter your name and email address. [DO THIS, I signed up🙂 ]
  • Why the emphasis on ROI, you can’t demonstrate this because ther’s too much in between my research and the real world. – wrong. 
  • Only 1 in 5 are delivering strategic value that makes a different for business outcomes
  • Must have a positive championing relationship with the C suite, without this, the research function will never be more than a contributor, will never reach strategic level, must prove your worth so they will stand up and champion you, they need to see you as a pillar not a jolly good thing
  • The more advanced the research function is, the more likely they and clients are happier, and that they are measuring ROI; if you measure ROI, you are likely a strategic partner
  • Marketers regard insights function as purely librarians,  marketers want us to be strategic consultants
  • [how do leaders lead? They continue the panel when the moderator is gone. THAT’S HOW YOU DO IT!]
  • ROI doens’t have to be in an algorithm, think small, don’t get overwhelmed, have a dashboard for tracking, start small and build
  • How many research companies are famous for driving an initiative
  • Insight folks need a strategic plan,, doesn’t need to be fifty pages, plan the next 3 to 5 years, what information do you have, what areas are you missing, where will you help drive innovatio
  • Everyone. wants to be a strategic partner, what does that really mean, you need to BE a strategic partner, if you are at a meeting BE a strategic partner, MAKE a decision, HAVE an opinion, connect the dots,, be the person. Who makes the connections and states the real implications
  • Tactical – we are inconsistent in explaining the wider business challenges, making recommendation
  • ROI word gets people’s defences up
  • Mobile is faster, cheaper, better – frame that for your business clients
  • Don’t underestimate the power of anecdotes
  • THink of the Dove brand – made millions for the Unilever brand, promote the value of what we do


Using social media intelligence to analyze category and brand performance against changing benefits by Natasha Stevens

  • [Natasha chairs the Boston chapter of the New Research Speakers Club. If you’re NEVER spoken at a conference before, please come! Http://researchspeakersclub.com]
  • Natasha is a coffee fan, she used to choose a local coffee house, now she orders her coffee while she’s on the train to work, she doesn’t wait for her coffee because it’s ready at hand when she walks in the door
  • The market place is ever changing where benefits are the currency
  • Digital has transformed the landscape of influences and opportunities
  • Brands need to stay abreast of categories and how your business will be impacted
  • What’s being said about how get the job. Done, which needs are discusse
  •  All market decisions trace back to four cornerstones – security, well being, gratification, and freedom
  • Alcon contact lens case study – most was about well being, then gratification, brands performed differently within the category;; security is a hygiene factors in this category,,  they needed to create an educational format because users were seeking advice from ophthalmologists online


The compass and the map of content marketing insights by Andres Almeida. and Peter McCue

  • The running of the wiener dogs, an absolute disaster; this is us as analytics trying to measure custom content 
  • We have metrics and measurement but we don’t know what they mean because we don’t have a compass to tell us where we should be
  • We have page views, visitors, social actions, but WHY do we look at all this
  • RElating to beer – Time spent with content plotted against social actions taken – celebrities, comedy, and sports/football stood out; Celebrities account for low social interactions, people are too embarrassed to share those things
  • Ford F-150 – rank videos by views and you can see disparity in high view and low view counts, more inspiring and informative language rose to the top, audience wants information AND inspiration
  • Eight content moment types – some perform better for certain topics
  • No one wants to be inspired by political content but they want information [good chart here but can’t read a it of it. [FONT SIZE people ]

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