Conference Recap: Quirk’s Chicago 2024
By Emma Eyman
The Quirk’s conferences are always packed with exciting sessions from veteran and new speakers alike, networking events that perfectly blur the lines between work and play (we really missed the opportunity to sing Lizzie McGuire at Lizzie McNeill’s, y’all), and great people very much confirming that #facetofacemrx (or #facetopawsmrx🐾 if we include the guest canine friends working the floor) is indeed back, as my colleague Amy R. Castelda said in her recap of Quirk’s Dallas.
As expected, the Chicago event at the end of March was no different. Also as expected, innovation was at the forefront of many discussions; but across the sessions I had the pleasure of hearing, I noticed a focus on using it more widely in the pre-launch stages, and how that prep is the key factor in what ends up driving your business’s growth in the long run.
We heard many unique perspectives, but they all converged on the idea that leveraging advanced analytics to enhance (not replace), understanding predictive consumer behavior, and fostering organizational adaptability and culture around data are essential components of success in ensuring insights get to do their job in driving the business forward.
Here are highlights from some key sessions:
How Innovation Vitality During Pre-Launch is Vital to Get Ahead
Success isn't black and white but vibrant with vitality. Nielsen IQ’s Mike Jones dived into the dynamic world of innovation metrics and challenged the traditional success vs. failure view of innovation, like how 52% of new CPG innovation launches thrive in their second year, debunking the “95% of all innovations fail” myth we’ve heard a time or two.
Setting realistic expectations based on thorough pre-launch preparations is crucial, as it allows innovators to anticipate challenges and mitigate potential threats effectively. Moreover, recognizing the diverse needs and preferences across different brands, categories, and geographical regions ensures that innovation strategies are tailored to resonate with specific target audiences.
In essence, the road to innovation vitality is paved with proactive measures, realistic foresight, and a keen awareness of market intricacies.
Using Generative AI to Enhance Human Insights, Not Replace Them
In a world where brand differentiation is a challenge, the art of smart and swift messaging strategies is crucial. Diane Lauridsen of US Cellular emphasized that generative AI isn't a standalone solution but a powerful ally that enhances (key word, here) human intelligence and creativity. We delved into the significance of interconnected mental associations in understanding brand perception, drawing insights from "The Brand Gap" by Marty Neumeier, underscores that brands reside in the minds and hearts of consumers.
This session highlighted the symbiotic relationship between AI and traditional research methodologies, revealing that while generative AI provides broad insights, it's not a replacement for deep empirical data. Diane's approach of leveraging multiple data sources and cross-checking with historic data exemplified the synergy needed for impactful decision-making.
The key lesson? Generative AI isn't just about technology; it's about integrating it intelligently into our strategies to drive business success.
The Impact of Quantification on Credibility and Professional Control
Ever consider that the numbers are actually using us, not the other way around? Jennifer Avery and Kate Brelsford, two anthropologists-turned-corporate researchers spilled the tea on how they revamped the outlook on quantification at Universal Destinations and Experiences, and how Customer Satisfaction (or GSAT, in Universal's case) can be both informative and misleading.
Turns out, drowning in data isn't always a good thing. They tackled the dangers of blindly following metrics, and how it can lead to misplaced credibility based on organizational power, or unwanted behaviors that don't align with the incentive's intention (Kate earns the most memorable example award here, look up 'rat-tail incentives in Hanoi' if you feel so inclined).
Their message? This is happening across all industries, and there are no bad actors; understand the cultural context behind data and our role within it to make smarter decisions.
Understanding Predictive Innovation & Elevating the Role of Insights
For many organizations, research is typically thought of as a validation step. Matt Cahill of McDonald’s and Zappi’s Ryan Barry pushed us to challenge this take, emphasizing the importance of a systems-led approach that enables your teams to focus on consumer-centered ideas that enhance ROI on new product innovation.
By harnessing historic data and leveraging dynamic benchmarking on what we do know, we can predict consumer preferences, facilitating informed decision-making and staying ahead of market trends. There is a need for a cultural shift towards optimization and proactive decision-making, and we as researchers should urge for early involvement in guiding internal stakeholders with strategic direction, and ensure a strong focus on consumer-centric innovation.
So how do we elevate the role of insights? By becoming a mechanism to make other teams better, and guide their focus so time isn’t wasted iterating on concepts where consumer interest simply isn’t there (i.e. don’t focus on the specific types of lettuce and pickles when the sauce is your key).
Tying It All Together
Quirk’s Events remain lively arenas for innovation, collaboration, and our own version of American Idol in market research (has anyone remembered who sang “Shoop” yet?? Can she be the headliner for all future karaoke nights?🙏).
The key takeaway from my perspective is clear: success hinges on proactive strategies, an understanding of consumer behavior to the point of prediction, and fostering an adaptable, data-driven culture within our organizations.
As we move forward, let's be the voices our industry needs us to be, and push for data to be used early, used often, and most importantly, used well.
What’s next?
Did you attend Quirk’s Chicago? If so, drop your favorite sessions in the comments.
Heading to Quirk’s New York? So are we! Drop us a line and let’s connect.