The Market Research Event came to a close last week with a clear message of intent: Command the Boardroom. Keynotes, speaker tracks, and networking conversations evolved around this theme asking, “How do we give research a voice at the executive table?” While there is no silver bullet answer, the overarching response is research does have a seat at the table. The industry buzz words we here time and time again – actionable insights, storytelling, data visualization, activation of findings – has allowed research to move into the boardroom and make impact.
Actively attending the World’s Leading Insights Event takes grit. Four days, eight speaker tracks five times a day, keynotes, and the ever-popular networking cocktail receptions is not for the weak. While it would be impossible to cover all of the highlights of the event, the W5 team wanted to share with you our favorite sessions. This is the first post in a three-part series, 2016 TMRE Highlights from W5.
6 Key Shifts in Consumer Insights: Adopting a Consumer-Centric Approach
Hosted by Jeff Seltzer of Hypothesis, this presentation and panel discussion addressed the need for more empathetic and holistic research insights as we strive to understand the complexity of consumers’ lives. The panel featured Consumer Insights (CI) leaders across a myriad of companies from The Wonderful Company and W.W. Grainger, to ABC Television and NBCUniversal.
To open, the idea of consumer-centrism versus researchers was introduced. Consumer-centrism is holistic, complex, and respectful and challenges researchers to be smarter, more flexible, and open-minded in the questions we ask, the role research plays, and of course, the methodologies we employ.
Six consumer-centric shifts set the stage to open conversation among the CI panel including:
Shifting focus from an ad hoc mindset to a more holistic understanding of what consumers need and understanding how to take those principles and use them to guide teams continuously.
The shift to put the consumer first and understand how to leverage empathy to uncover unarticulated needs through methodologies and deliverables that align with research objectives.