CHAIR – Chris Crook
Phil Guarisco – Lewers
The death knell of tracking research has been sounding for the past ten years, so surely the next ten years will see its complete demise? Not so fast!
‘The best way to predict the future is to create it.’ – Peter Drucker
In a research environment obsessed with innovation for innovation’s sake, tracking is seen by some as old school and boring. Not because they don’t provide value, but because our failure to evolve reinforces notions of the ‘outdated’ tracker. We will be faced with a ‘survival of the fittest’ situation where only those trackers that provide clear ROI will survive.
We will demonstrate a clear framework for successful tracking facing into 2030
1. Re-branding ‘Tracking’
2. ‘Set and forget’ tracking will be the first to go
3. The shrinking ‘core’ – integrating bolt-on innovation
4. Relationships matter
5. Cool ‘toys’ are not a substitute for solid market research practice
Tracking will never die; it will simply morph into a higher state of being. Getting us there requires agency ingenuity and client vision.
Andrew Therkelson – The Lab Strategy
Over the last century qualitative research has developed and become increasingly sophisticated In fact, much has changed since 1965 when the practice was first operationalised.
Traditional focus groups have changed shape and size and channel; participant savviness around marketing and the general process has increased; and our methodologies have evolved quickly to include online asynchronous and synchronous conversations, co-creation and ‘agile’ design thinking led approaches.
As we face in to the next decade, and with what we have learned during the pandemic, these changes in the qualitative collection method will evolve even more rapidly – more big qual, more online conversations, chat bots, more large scale naturally occurring conversations and AI led text and voice discussions through the likes of Siri and Alexa A reboot of the qualitative method of inquiry, and the qualitative researchers toolkit, is required. This session will explore the corners of what qualitative research is, and how we can thrive as an industry into the future.
Elizabeth P. Morgan – Market Logic
Telstra is leading the pack and leveraging the power of AI to push insights all the way up the value chain with their new market insights platform, the InsightsHut. The Hut makes the most of all their valuable research to ensure high return on insights.
The InsightsHut brings all Telstra’s NPS trackers, external custom research and RSS newsfeeds together so insights managers can easily answer business questions, while business stakeholders can instantly self-service the insights they need. When users ask questions like: “what do we know about 5G?”, the AI-powered InsightsHut reads through every search result, extracts findings and presents these in one report – there’s no need to open and read a single document.
In the InsightsHut experts can curate and push relevant information (news items, new research reports, observations), with commentary, to target stakeholder groups using their own real-time expert channels.
In this case study, Violet will outline Telstra’s business needs for the InsightsHut. Elizabeth will then show how AI-powered technology deeply integrates key consumer data sources within a personalized and intuitive user experience. Finally, Alex will share practical user success stories and the change management plan for the first year of deployment.