Monday, October 21, 2013

Live from #TMRE13: It's Just Not That Hard - Using Consumer Insight for Competitive Advantage

How does a market researcher come into a large organization as a one-man army, where there is no marketing research team and very little budget allocated for research, and come out successful? Susan Topel, Director of Strategic Insights at Centene Corporation, shared her inspiring story.




When she joined the company, there was not much knowledge regarding Centene's customer base, and decisions were made based on what the company "thought" the customers wanted. Topel's job was to dive in to uncover the reality of the situation and present compelling insights back to the company. 

How did she do this all on her own? "It's all about the right tools," she said. For her, that tool was Qualtrics, an online survey software which helps her save time on analysis so she can spend more time in the up-front process. By using Qualtrics, last year she fielded 453 surveys, all on her own! 

"You can do it all, and that is what I am here to tell you," she encourages the audience. Though it may seem overwhelming at first, all it takes is the right tools to get you on the path to quickly and easily discovering powerful insights.



Mayuri Joshi is Research Magician at April Bell Research Group, a boutique, full-service marketing research firm, committed to delivering fresh insights you can act on! Learn more at aprilbellresearch.com.


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