Monday, March 17, 2014

Why Velocity is a Market Research Challenge

At The Future of Consumer Intelligence 2013, IIR’s Marc Dresner sat down with Dinesh Mathew, Insights and Market Research Analyst, Market Trends and Product Innovation, Intel Corporation, sat down to talk about "velocity" as a challenge every insights function must grapple with, particularly in the high tech field.

With companies innovating at an increasingly accelerating pace, market research is facing shorter deadlines and smaller windows of opportunity for research. How can the research industry continue to deliver impactful insights as timelines constrict?

The most important thing the industry can do to deliver impactful insights is to define the questions we are trying to answer.  “We need to do that quickly. We need to iterate in that area quicker. And, it needs to be a partnership between research agency and client,” Mathew explained.

Then, he says researchers need to define what exists in the research space. There has been a lot of conversation around Big Data. “How do we get to understand what is out there? Do we need to actually go do more research?” he said. “I think we need to get to that point quicker too.”

Having worked in the industry for many years, there are some things that frustrate Mathew. He feels that the management of the communication flow throughout the project needs to be improved. Research agencies need to be better about being proactive versus being reactive when managing that communication flow.

Check out the full interview below:


In May, The Future of Consumer Intelligence 2014 will explore the emerging role of decision science and the convergence of knowledge points - insights, foresights, social science, marketing science and intelligence with technology as a central driving force and profound connector.

Right now, it's about connecting ideas to data to culture to the future of your business and this, is the real data revolution. This year represents the year of the multi-dimensional marketplace, and just as the market researcher's role evolves, so does our third annual event. FOCI is a gathering of the "consumer culture" collective exploring common ground across roles and industries for translating behavioral information into business opportunity.  Download the brochure to learn more: http://bit.ly/1f7IuT6  We hope to see you there!

Join us at FOCI 2014 in May in Los Angeles! To register, click here:  http://bit.ly/1fdYQF6



About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1st, and ProjectWorld and World Congress for Business Analysts. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.    
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