Market research gets an innovation makeover by integrating digital innovation and psychological insights.
On this episode of Digital Transformation Success, host and Little Bird Marketing CEO Priscilla McKinney talks with guest Stefanie Francis, founder of Hootology, about modernizing market research through digital transformation. Francis, an experienced market research professional and former NYU adjunct professor, brings insights from her innovative approach to combining qualitative and quantitative research methodologies at scale.
They discuss how emerging technologies and digital transformation reshape traditional market research methods through gamification and enhanced data collection. Francis explains the “quantification of qual,” highlighting different approaches to gathering consumer insights in today’s segmented market landscape. They explore the practical applications of gamified platforms in market research, including their ability to facilitate cross-team collaboration and maintain a comprehensive customer database. They talk about how these platforms facilitate real-time, synchronous conversations with larger groups while retaining the depth of qualitative research.
“If we’re doing research in five years the same way we’re doing it now as Hootology, call us on it because society is changing so much,” Francis explains. “How can we not get so caught up in [how] it’s always been done and [evolve]?”
McKinney and Francis also discuss digital transformation strategy in market research, emphasizing the importance of combining traditional and innovative approaches. They explore digital transformation examples from Francis’s experience, highlighting the potential of gamified platforms to enhance data quality and consumer understanding. The conversation touches on the evolution of market research methodology and the role of digital innovation in creating more engaging and effective research experiences.
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