I’m not one for making predictions. I often feel like I am stretching too much without a solid foundation. Instead, I prefer to make resolutions. What can I do to enhance my craft and become a better researcher? With so many clients turning to “big data” to shed light on customer behavior, I am often required to sell-in the value of more exploratory methods to provide context and clarity to the relationships revealed by data scientists. My 2017 resolutions are all focused on exploring how we can extend the value of primary research methods and help build the necessary bridges between “big” and “small” data insights.
All posts by Kathy Alexander
Surprise! We have a new President…and it’s not who many thought would win when we all headed to the cast our votes yesterday morning. With all the money invested by political candidates and major news outlets in political polling to predict the outcome, they didn’t even come close. Even Frank Luntz, Republican pollster tweeted:
It’s dark and we are in the middle of Ohio. The road trip has been quiet until my daughter’s jubilant cry from the backseat of the car: “Mom! I just finished all 5 seasons of Baby Daddy!” The pride in her voice was evident. The time spent…the dedication…she was finally caught up and ready to watch the current season. Yet, the glow lasted only a short while before the angst set in. “Now what should I watch?” “When will the next episode be ready?” And, every parent’s all-time favorite road-trip question: “I’m bored…are we there yet?”
Challenge disruption with disruption.
The headline in yesterday’s WSJ Business & Tech page called “Test Audiences Can Make or Break New TV Series” showcased a very traditional research method for testing TV Pilots, while at the same time decrying how hard it is to find a hit in much more fragmented and competitive marketplace. Yet why do we as an industry continue to rely on the same methods to meet new challenges?
Recently, Invoke’s Media + Entertainment team conducted the first in a series of webinars focused on uncovering the “whys” behind current shifts in video consumption behaviors: Who are today’s content curators? And who do viewers trust to bring them the content they want to watch?
The best new gadget to land in my house in the past 12 months has to be our Comcast X1 voice activated remote control. This one button has dramatically changed how we find the content we want to watch. No longer do we need to remember channel numbers or times. We are empowered to “ask” for what we want by genre, title, actor or channel. While this simplifies the process of finding something once you have a direction, a larger question remains “How do we know what to ask for?”
The kick off of the Media Insights and Engagement conference today in Fort Lauderdale, FL offers the perfect backdrop to announce the formation of Invoke’s Media & Entertainment practice. I was especially engrossed in the morning keynote by author Ryan Holiday. His use of stoic philosophy as a construct for how to navigate the change that happens in any industry was refreshing. The idea is pretty simple – fate doesn’t have to derail you, instead it can clean the slate and invigorate change – but to accomplish requires a disciplined mindset willing to give up on preconceptions and prejudices that often cloud innovation. Read More
At the The Market Research Event in Orlando last month, there was a lot of buzz about Big Data and automation disrupting the face of research. Then within a week of the conference, Seth Godin, one of the conference keynotes, publishes a blog post discounting the validity of Surveys and Focus Groups stating “polls are always wrong.” Hard not to come out worried that our craft is under-siege.
As one of the newest members of the full-time staff, many have asked why I joined Invoke. As an Invoke client for the past 10 years, I see it as more of a natural transition than an abrupt change of pace. Yet, joining the company has clearly changed my role in the overall process. Just like the rest of the research team, I had to learn to program my own discussion guides.