The anatomy of a modern market research function with Victoria Sakal

Join Michael Howard, Head of Marketing at Infotools, as he sits down with Victoria Sakal, Head of Growth at Wonder and GRIT Future List nominee, to discuss the evolving landscape of market research, and in an AI-powered world.

Victoria shares fascinating insights from Wonder's recent 'research on research', revealing how organizations are facilitating and utilizing market research across their entire structure, and how they are adapting their teams, processes, methodologies, and technology stacks in this new era.

Discover five key takeaways from their conversation:

1. High-performing teams prioritize asking the right questions. They emphasize understanding stakeholders' needs and framing inquiries effectively to ensure impactful outcomes.

2. Successful teams embrace a diverse research stack. They leverage a blend of primary, secondary, behavioral, and product data to gain a comprehensive understanding of their target audience.

3. Leading organizations maintain a healthy research cadence. They balance quick ad-hoc inquiries with ongoing monitoring and larger-scale projects to stay agile and informed.

4. AI tools are transforming research workflows. While researchers acknowledge AI's potential, they also express concerns about data privacy, accuracy, and the need for human oversight in analysis and decision-making.

5. Collaboration and knowledge sharing are crucial. Breaking down silos and fostering a culture of curiosity empowers teams to leverage insights effectively and drive better business decisions.

Tune in to gain valuable insights into the future of market research and learn how to harness the power of data in a rapidly changing world. Don't forget to subscribe to Now That's Significant on your favorite podcast platform for more insightful discussions.

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Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.