Beyond the Buzz: Three Questions on Insight Evolution
By Nick Lowery
At W5, we take pride in learning from other industry leaders to grow our expertise. At the Accelerant Research Virtual Insights Conference, I was able to hear from top level insights leaders including Rima Desai from JP. Morgan, Adrienne Houghton from Zoro, Jennie Lewis from Airship, Proshonjit Mitra from Lucid Motors, and Solomon Bennett from Vail Resorts.
While webinars have seen a decline in popularity given the rise of on-demand content and interactive formats like live streams, they still offer valuable opportunities for in-depth learning and networking with experts. For those seeking focused, structured content and direct engagement, webinars remain a relevant tool in many industries. Exploring new ideas and encouraging a mindset of curiosity are important practices in any business.
Stop Overlooking Marketing Insights―How Much do They Matter?
Despite its growing value, marketing insights are still often treated as secondary, relegated to a support role rather than integrated into core decision making. To truly drive business growth, marketing insights needs to have a seat at the table alongside finance, operations, and product development.
Solomon Bennett understands the importance of marketing insights and how much value it provides to a business through customer thought patterns, market trends, and pivotal data that optimize the customer brand experience.
In with the New, Out with the Old―Is Research Advancing?
We are currently living in a world where we have technology no one could have imagined. From AI to self-driving cars to non-NASA spacecraft, we are witnessing incredible technological advancements. But are research and other standard business practices following in the same direction?
Certain companies will stick to their old ways and not reap the benefits of advancements, but those using cloud computing, data scraping, and natural language processing (NPL) will increase productivity and facilitate more time to prioritize client needs.
Clean the Fridge - Have You Evolved?
Marketing research and insights are business practices not meant to be stagnant, but agile. Adrienne Houghton introduced me to this analogy, and it opened my perspective to such a complex business area:
Consumers do not remain the same, so why should the way we look to study their behavior?
The technology I am most interested to see in the marketing research space is social listening and sentiment analysis. This entails using AI-powered tools to monitor social media platforms, blogs, and forums to gather data on consumer sentiment, opinions, and conversations regarding brands or products. This can provide direct data based on current trends and campaigns involving your brand or business.
While webinars have changed in recent years due to technology, they continue to add new outlooks and perspectives to marketing research. According to On24, 95% of survey respondents said webinars play a key part in their marketing efforts. Webinars have one of the highest engagement rates among all digital content formats, with a live attendance rate of 40-50 bringing together subject experts in their fields for networking and idea sharing.
How W5 Can Help
Using marketing insights to enhance your business is only part of the process. Tracking your data through qualitative and quantitative research is pivotal in optimizing and activating strategy. W5 can profile, innovate, evaluate, and track key metrics tailored for your business needs.
Contact us today to convert your marketing research goals into actionable data.