Tricia Houston on market research and its power to connect

On this latest episode of Now that’s Significant, a Market Research Podcast, host Michael Howard (the head of marketing at Infotools) joined by Tricia Houston, COO and Founder of The ExperienceBuilt Group.

Tricia, a travel-worn experiential marketer, classically trained market researcher, and challenger of the status-quo, founded The ExperienceBuilt Group (EBG) to help organizations create experiences worth repeating. Under Tricia's leadership, the team at EBG helps organizations imagine new solutions, improve current ones, and implement programs to close experience gaps (B2B & B2C).

On the episode, Tricia and Michael discussed a market researcher's ability to connect, to be connectors, to help organizations discover the right key that opens the right lock at the right time.

Three ways that insights teams can help their organizations connect are helping stakeholders to think like customers and employees, perfect people relationships and removing friction, and aligning everyone to a forward facing plan that ignites people into action.

We talked about the need to avoid creating yet another "Grey SUV" - the trap people often fall into when creating new initiatives, which is following the pack rather than delivering new experiences, products, or services that are unique and worth repeating.

There's plenty more in there too. So we hope you enjoy the show.

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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.

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.

Feel free to check out our platform and services at www.infotools.com