Wednesday, May 6, 2015

Live from #Insightech15: why surveys are necessary but not sufficient

Stacey Symonds of Orbitz presented a future looking case for surveys not being the end all of research. An interesting insight showcased different types of research and how they matched objectives, bringing to light the need to fulfill business problems, not plug methodologies.


Several examples came up for the types of Orbitz products and how they emerged from research, from digital to rewards to travel journey to email research.


Orbitz also unveiled 5 insights from this type of research, relevant to the travel industry as well as progressive research too:
1. Consumers want to and are able to reduce the gap between thinking and doing
2. Queues help consumers manage tasks, content, buying and time.
2. Consumers are seeking to maximize their attention
4. The journey is now a constant state of moving through modes
5. Consumer behavior demands more than omnichannel offers. Thinking on channels must evovle.




Sourabh Sharma, Communication & Social Media Research Expert at SKIM, an international consultancy and marketing research agency, has a background in engineering, marketing and finance from the University of Pennsylvania, and the Wharton School and Rotterdam School of Management. Having worked in marketing and product development at L’Oreal, followed by a stint in management consulting, he now passionately enjoys the world of social media, and can be found on every platform with his alias sssourabh. He is a food critic and a fashion writer, and documents these alongside strategy on his blog called 3FS. He may be reached at s.sharma@skimgroup.com. Follow him on @sssourabh.

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