33 min
Rethinking participant quality and survey experience in light of AI with Kerry Hecht Now that's Significant
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- Marketing
This episode of Now that’s Significant has host Michael Howard joined today Kerry Hecht, a lifelong market researcher and the CEO and founder of 10k Humans and 10k Ecosystem. 10k Humans is a qualitative & quantitative market research agency offering support services and full-service consulting. The 10k Ecosystem is a collective of companies and offerings that complement each other to provide a custom experience to its clients. It's fair to say that Kerry has seen it all when it comes to market research. And that's why she's so passionate that we need to lift the quality of participants and also the survey experiences we're crafting - positive and negative things alike concerning what we're doing or not doing. And there's never been a more important time to focus on this either, especially with AI beckoning at our doors.
But AI shouldn't be seen as a negative, far from it. The market research industry should no doubt be using it to craft better surveys, discover more complex insights, and to cut down on some of the manual processes we take as table stakes for now.
In light of this, we need to carefully consider how databases are being built as well, ensuring they're fit-for-purpose.
We hope you enjoy the show.
***
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 is 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 has host Michael Howard joined today Kerry Hecht, a lifelong market researcher and the CEO and founder of 10k Humans and 10k Ecosystem. 10k Humans is a qualitative & quantitative market research agency offering support services and full-service consulting. The 10k Ecosystem is a collective of companies and offerings that complement each other to provide a custom experience to its clients. It's fair to say that Kerry has seen it all when it comes to market research. And that's why she's so passionate that we need to lift the quality of participants and also the survey experiences we're crafting - positive and negative things alike concerning what we're doing or not doing. And there's never been a more important time to focus on this either, especially with AI beckoning at our doors.
But AI shouldn't be seen as a negative, far from it. The market research industry should no doubt be using it to craft better surveys, discover more complex insights, and to cut down on some of the manual processes we take as table stakes for now.
In light of this, we need to carefully consider how databases are being built as well, ensuring they're fit-for-purpose.
We hope you enjoy the show.
***
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 is 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.
33 min