Monthly Archives: June 2017

Reflections from IIEX: Agility in Research is No Longer an Alternative Approach

Myself and several members of our team recently had the opportunity to attend IIEX North America. Over the course of two and half days and countless sessions, a clear theme began to emerge. Agile research – also referred to as iterative, always-on, or on-demand – is no longer a mere concept but instead a necessary reality for brands and their insight organizations.

Why is that? In many of the companies represented at the conference, insights teams are still smaller than they once were, and budgets continue to be on the decline. But rather than get hung up on having to do more with less, these organizations are framing it in terms of doing more differently. They are looking for ways to work within the constraints they have, while still delivering what their business stakeholders need. This can mean different types of studies, different types of vendor partners, and even different ways of looking at existing research.

The idea of agility in research also relates to another focus of the conference, which was helping insights teams gain or regain their seat at the table. In order to do this, these teams are putting more of their focus on providing tangible impact on the business, and this is achieved by delivering meaningful, actionable recommendations. To keep pace with business partners and deliver the data needed to inform the decisions they are being asked for every day, many are finding that good enough is better than perfect and that multiple small-scale studies that build upon each other are better than one or two longer ones. Said one insights manager during a presentation, “Good, bad or otherwise, I just need data in a week.”

On a similar note, one client panel, comprised of representatives from a technology company, media network, and two CPGs, was unanimous in the idea that ROI, which has been a hot topic at conferences in years past, is also now measured in terms of business outcomes. “It’s about accountability, not research dollars,” said one of the panelists. “Did the data we provided help retain customers? Drive activations? Support all the cross functional groups we work with and help them meet their goals?”

In light of these shifts, how can we as industry partners support our client brands in the quest for faster, more efficient research? Much as corporate insights teams have shifted their thinking, we need to do the same, looking for ways to streamline our own processes to meet the need for the right insights at the right time.

20|20 Research Recognized For Innovation

I’m thrilled to share that 20|20 Research has been recognized as one of the most innovative suppliers in the world, according to the just-released GreenBook Research Industry Trends (GRIT) report.  We’ve been included on the list every year since the survey’s inception, this year ranking number 17, up three spots from our 2016 rank.

The GRIT Report identifies the top 50 most innovative research providers and provides data on other key industry trends as determined by a survey of nearly 3,000 research industry professionals worldwide. This year’s report demonstrates that now, more than ever, clients need research suppliers that can deliver insights faster and easier than ever before.

I am so proud of the work our team has done to support our clients and meet this need over the last year, delivering a number of enhancements to our existing solutions, like QualBoard, as well as rolling out innovations and new technology, such as Ethno360. And of course, some of the credit for this amazing recognition must be attributed to our joining forces with iModerate late last year.  Their smart, curious team, and their unique technology and approaches, have been a great addition to the 20|20 family.

Many thanks to our clients for always supporting us, our team for the excellent service they continually provide, and to the other suppliers on the list for helping us all raise the bar for the research industry.

Here’s to continued innovation!

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