Garreth is the founder and CEO of The Evolved Group. Evolved is an innovative global insights‐tech agency with expertise in engaging with consumers and businesses to understand, behaviour, markets and change. Garreth is a published author and has founded successful research and technology start‐ups. He has 25 years of experience in market research on both the client and supplier side and his business conducts and continuously introduces innovative research practices in Australia, across the Asia Pacific Region and in the United States
CONVERSATIONAL ENGAGEMENT IN ACTION
Consumers are increasingly technologically able, time‐poor, and selective about the brands and activities they engage with. This can be seen as a threat to our industry, however if we shift our thinking it can also be an incredible opportunity. This involves us moving to technology‐led conversational approaches to extract feedback – not our traditional, directive, staid, question‐response feedback. To gain true insight from the consumers we’re surveying and to keep them active and engaged, we need to care as much about the actual experience of completing our surveys as the data and insights we’re collecting. To achieve this, quantitative and qualitative methods must merge through AI, or as we prefer to call it, conversational engagement. Today we will demonstrate how we are using conversational engagement to surface issues and opportunities that would otherwise lie dormant and achieve significant improvements in our clients’ business outcomes.