Significant Insights

How did you get there? James Endersby (Opinium) sat down with the brilliant Laura Chaibi ???????? for an incredibly insightful conversation. Laura is someone who has been outrunning computers and AI since the 90s. She has built a career in media research, measurement, and communications, working for some of the biggest digital media and TV companies globally. She played a foundational role in internet, mobile, video, and cross-media measurement, specializing in emerging media innovations, including more recently connected TV and streaming advertising. Laura has advice for anyone at any stage of their career. This is a treasure trove - enjoy! https://lnkd.in/eiKtaqiN

Thanks for all the likes & comments on the 100th TinaTells LI post last week, or as my friend Iain Seers called it TinaTells on steriods which made me chuckle. Normal service is now resumed with below 4 articles that have caught my marketing procurement eyes and ears this week as well as my Ad of the Week (true to form with a top suggestion from DPO). There was one very negative article from a creative in a New York agency that I was going to share. Basically blaming marketing procurement for all the industry woes. But thanks to the advice from Helen James and Justine Armour who I was chatting to about in a meeting this week, I am going to concentrate on being positive and looking forward. So here goes. 1. I loved this article by my friend Sue Unerman at Brainlabs on the urgent need for integration in this third wave of marketing and integration. Using references to the England Football Team as well as Ted Lasso (hooray a 4th season has been announced), she states that (with reference to the recent WARC The Mutipler Effect report) you need one team in place across marketing and media with the one goal to focus on. As Sue says "One united strategy can transform every tactic" - https://lnkd.in/eMHFJziA 2. I thought that this article in PRmoment on the relationship between PR and journalists and is it worth the cost of a flat white at ￡3.50 as Kenny Campbell refers to was an interesting read. I liked understanding the agencies point of views on those key relationships with 'friendlies' and how important trust and reliable content is to both sides - https://lnkd.in/ezxqhjf9 3. WFA released their Marketer of the future this week. They interviewed 600 marketers and asked them their views on the skill sets that they need to make sure that their teams are future fit. They cover 5 areas that they see as critical -Marketing Fundamentals; Growth Strategy ; Functional Integration; People & Techn and C-Suite Influence. Well worth a download (scroll down to access it as a non WFA member) - https://lnkd.in/eGa6py7J 4. As we approach the conference season, this article by Significant Insights on the argument that are panels the worst type of focus groups appealed to me. It is a good reminder for all of us involved in chairing or moderating to make sure that we don't let our panellists say what they believe people want to hear but probe and challenge, and perhaps look at other more interesting formats as the article suggests - https://lnkd.in/eFuttT9Z 5. Ad of the Week - it is the epic 5 minutes long one for Apple Air pods and created by TBWA\Media Arts Lab - https://lnkd.in/esWM-Bnm

?? A huge thank you to EVERYONE who joined us last night for our #MRS Conference After Party—we truly appreciate your support. We are especially grateful to Norstat, our Platinum Sponsor, whose generous support plays a key role in making events like this possible. A big thank you as well to the Market Research Society (MRS) for hosting the conference and collaborating with us on such a fantastic event. If you attended last night, thank you for being part of our industry and for making it the vibrant community that it is. We hope you had as great a time as we did! We also want to recognize our incredible team of volunteers and Brand Ambassadors, who welcomed guests, worked the door, and ensured no one was left on their own. As a small team, their support is absolutely vital on nights like this: ? Brand Ambassadors: Izzy Nurdin, SCR (Smart Connect Research) Sia Najumi, ekas Graham Idehen, Dscout Julie Tebeka, The Research Club Monica Kaur, InnovateMR Megan Finlay, Global Lingo Event Volunteers: Eshani M. | Michael Gebara | Bertie Wanless And last, but by no means least, a heartfelt thank you to our Bronze Sponsors—your support is deeply valued, and we appreciate your commitment to making our events a success. zoulloo | Recollective | TestSet | Catalyse Research | Empower Translate | SCR (Smart Connect Research) | Significant Insights | XYZ Field | i-view Studios | Prevision Research | If you haven't already, take a moment to check out our sponsors – they're fantastic partners who are passionate about helping your business thrive. See you at the next event! (visit the website for more info!) www.theresearchclub.com

Why is the insights sector important? Do you know and can you explain it to a key budget holder during a 30 second elevator ride? Off the back of the inspiring Market Research Society (MRS) Conference yesterday, especially after Dex Hunter-Torricke's words "The market research industry is in a critical position to guide us through the future”, it got me thinking - so given our importance, why do researchers tend to be pretty average at selling our selves, and what if we ALL worked harder, client-side and agency, to collectively become better at selling our huge value? Like our friends over in advertising, PR and marketing teams. As Katie M. said in the Big Read in Research Live earlier this year, we are at a turning point – or at least an evolution - and we’re going to have to do things differently! This is an industry that is worth ￡9bn in the UK – and growing YOY. In a world where facts are hard to pin down, we bring the truth and the rigour, the voice of the consumer and the citizen. When Katie interviewed me for that article, one of the key skills that I identified as important for the researcher of the future (now, actually) is communications. And one specific aspect of communication that I think we’re not great at as a sector, as mentioned, is communicating the value of insights. Now you might say, “Surely the value of the work speaks for itself?” to which I would say, “We are no longer in that world, if we ever were.” Today, we have to fight for budget, for our insights to be heard, to drive action and to be included in decision making. And I think we still suffer from an image problem – many outside the industry still see market researchers as standing around on street corners with a clipboard. Perhaps not a problem if that is what your Uncle Bert thinks you do. But if the Global CMO thinks that? So my question to the industry is this: do you know how to explain the value of insights? Can you explain it in five minutes? In 30 seconds? On trend, I asked ChatGPT, “Imagine you are the CEO of a traditional full-service market research agency meeting the CEO of a large FMCG brand in an elevator. What would you say to convince them of the importance of the insights sector before the lift gets to the ground floor?” This is what it said… "If you want to know what your customers really want—what drives their choices, their loyalty, and their spending—market insights are the key. We help you go beyond guesswork, giving you the evidence to launch products that hit the mark, create campaigns that connect, and stay ahead of competitors. Simply put, insights turn uncertainty into opportunity. Imagine knowing the next big trend before it happens—that’s the power of what we do." Not bad for a starter for ten – but I think we can do better – show me what you have got! [Bravo Jane Frost CBE Debrah Harding and your team for the best conference I've been to in years!]

London: MRS Annual Conference After Party! Date: Tuesday 11th March 2025 Time: 6:00 PM - 00:00 AM The MRS Annual Conference is TOMORROW and we're excited to see you all there! Our team will be exploring the conference in the morning before we head off in the late afternoon to get the after-party ready for you! Our dedicated brand ambassador team will be ready to welcome you at the event, making networking and introductions a breeze. Be sure to keep an eye out for them at the conference and during our networking event—thank you to our fantastic team! Izzy Nurdin, SCR (Smart Connect Research) Sia Najumi, ekas Graham Idehen, Dscout Julie Tebeka, The Research Club Monica Kaur, InnovateMR Megan Finlay, Global Lingo We look forward to seeing you all there! Tara & Sarah, The Research Club This event is proudly supported by our Platinum Sponsor: Norstat ??????????????: ???????????????????? ????????-?????????????? ???????? ?????? ?????????????? ?????????????????? ?????????????? ???????????????????? ???????????????? ??????????????????. With thanks to our Bronze Sponsors: zoulloo | Recollective | TestSet | Catalyse Research | Empower Translate | SCR (Smart Connect Research) | Significant Insights | XYZ Field | i-view Studios | Prevision Research | #theresearchclub?#networking?#marketresearch?#networkingevent #networkingeventlondon?#londonnetworking

19 of the 30 Significant Insights Global 30 Under 30 2024 are women, and so to mark International Women’s Day 2025 we thought we’d re-share and highlight the inspiring advice they gave us when we asked them if they had any advice for our sector. With huge thanks to all of you incredibly inspiring women! #IWD2025 #AccelerateAction Alexis Sacino Cheryl Kwok Aminat I. Dolphine Mongina Hiba Arshad Emma Levin Erin McQuitty Jolia ThadalLily N. Juli Pham Kiran Auti Mayke Harkema Melanie O’Meara Rachel Julius Rania B. Natasha Girling Precious K. Rebecca Strangio Adaeze Sophia Ukoni https://lnkd.in/edXhNKSh

My latest "The Edge" column written for Significant Insights Are Panel Discussions the World's Worst Focus Group? Read on and I will tell you why I think they are. Whilst the fightback has started (ably assisted by the dynamism of Chris Martin, Paul Hudson and Lucy Davison) we can surely do more to rid ourselves of these bland agreement sessions where little is debated and even less is learnt. H/T to Andrew Tindall and Dhananjay (DJ) Khanna for the use of my favourite marketing cartoon of all time. Co-incidentally, Mark Ritson posted on this very subject yesterday so I must be right! Thanks to James Endersby (Opinium) for the opportunity #insight #conference #marketresearch

On The Edge, with Danny Russell: "The World’s Worst Focus Group?" Significant Insights Columnist Danny Russell questions why the 'Panel Discussion' is so ubiquitous with events and conferences in our sector, suggesting that there has to be a better way, and of course, as always, he's not holding back! https://lnkd.in/eYxjPtt7

A fascinating insight into how our Chair, Ruth Hinton, got started on her career path and why she still gets a buzz out of working in clientside research. Of course, she also talks about her passion for the aims of the Working Well Together Charter and shares this advice for all of us working in the sector... "There are times when we need to be more intentional and empathetic in how we collaborate, as this allows people to do their best work and leads to better outcomes. No one intends to be difficult, but when we’re under pressure or if we lack appreciation for what it’s like on the other side, there is a risk of causing unnecessary stress or inefficiency." Link to the full article below ?? #mrx #marketresearch #insights #WorkingWellTogether

Huge thanks to everyone who made it to our pre-Quirks networking mixer at Urban Press Winery last night! It was truly a pleasure connecting with so many of you. We hope you enjoyed the wine, the company, and the relaxed atmosphere. Wishing everyone a productive and insightful day at Quirks! Our team will be on the conference floor, so please don't hesitate to say hello. We're excited to share how you can become part of the Research Club community and benefit from collaborative learning and shared expertise. Let's connect! This event was supported by our Platinum Sponsor:?Torfac Torfac: ???????????????????? ????????-?????????????? ???????? ?????? ?????????????? ?????????????????? ?????????????? ???????????????????? ???????????????? ??????????????????. With thanks to: Gold Sponsor:?Walr Bronze Sponsors: Fieldwork | eMazing-retailing | i-view Studios?| Significant Insights | Prevision Research?| XYZ Field|?Quirk's Media