The Market Research Event — Never Too Busy to Learn

by | Dec 4, 2013 | Market Research Industry, Marketing Research Trends | 0 comments

LEAVING THE OFFICE… AND FINDING A CLEAR HEAD

Going to an industry conference sounds like a great idea when it’s three months in the future. As departure time approaches, however, you may find yourself wondering “What was I thinking? I can’t take time away NOW. I’m much too busy with work.”

Words of advice:  PACK YOUR BAGS AND GO, YOU’LL BE GLAD YOU DID!

The Market Research Event (TMRE) conference was held this year at the beautiful Gaylord Opryland Hotel in Nashville, Tennessee. The brochure promised to “connect the best in insights from around the world” – and TMRE delivered on its promise. More than 1,300 market researchers and allied professionals attended, all of whom very clearly shared a keen interest in elevating consumer insights to the next level. There was an amazing amount to be learned – with two main themes emerging:

  1. Data Synthesis: A major challenge in the market research industry is how to synthesize the data available from myriad diverse sources in order to provide a clear, holistic view of the consumer. Given the multiple data streams from which information is available, it is more important than ever to triangulate the insights gathered from multiple sources to uncover business opportunities. Corporate Consumer Insights and Strategies departments are expected to drive the growth of their businesses, which leads to the second theme…
  2. Inform and Engage: Those of us who are custodians of consumer insights must be adept at sharing what we know in a way that will encourage action in our organization. Successful market researchers are becoming master influencers – finding ways to engage upper management through storytelling and immersion techniques, like workshops and field trips.

From the keynote speakers, to session presenters, to the people we met along the way there was so much to learn. But the real value in leaving the office to attend this conference was being able to take it all in, not through the prism of day-to-day challenges, but with a clear head. And to come back to work refreshed, energized, and re-committed to excellence.

“Sometimes you need to distance yourself to see things clearly.” – Unknown