As interview seven of the pre-MRMW interview series, I got to talk with
Matt Dusig, who outlines why technology, transparency and agility are key for
the future of market research and gives a sneak peek into what he’ll be talking
about in July.
RM: What are you most excited to share about with us at
MRMW and why? What difference could it make for your audience if
they were to implement what you’ll be talking about?
MD: With
smartphone adoption at an all-time high (83,000,000 in the United States),
everyone in Market Research has mobile on the tip of their tongue: Mobile
surveys, mobile panelists, SMS, push notifications, geo-location, geo-fencing
and app installs are just some of the features being discussed. There is vast
potential-especially in regards to the validation that mobile offers that
desktop simply can’t.
But what does
this all mean? What does it take to successfully execute a mobile strategy
today? We are excited to
share our latest platform, uSamp Mobile, at MRMW, a best in class mobile offering that's already providing
mobile insights to clients. WIth uSamp Mobile, you can conduct research that gauges
customer experience — at the time that it is happening — providing you with
relevant insights and validated, actionable data. Additionally, uSamp Mobile
provides you with the tools you need to conduct mobile diary studies, stimulate brand engagement, and measure ad
awareness and exposure. Mobile has the potential to reshape the
industry as we know it, as it is fast becoming the solution of choice for
researchers and marketing professionals looking for instant, onsite feedback
from on-the-go audiences.
RM: It can be easy to bemoan the state of market
research today. Instead of us talking about what you’re against in
the traditional MR space, I’d love to hear about what you’re for – what you
stand for – in the MRMW space. What makes this something you’re
willing to stand up for?
MD: Since uSamp
was founded four years ago, we have always been forward-thinking. We embrace
the challenges that technology presents on a daily basis, and see great
opportunity in what others might read as disruption. We believe that
transparency, technology, and agility will ensure that researchers become an
indispensable part of the business landscape, and bring unparalleled
consumer intelligence to the market place. We stand for the power to harness
and successfully interpret big data, the sheer volume of such is unprecedented.
If we—as an industry—can ban together and embrace this challenge as a great
opportunity, we have the potential to advance our profession—and influence the
industries that rely on our insight.
RM: Matt,
you talked specifically about transparency, technology and agility being key
attributes that researchers need in order to be a vital part of the business
landscape. We've talked some about the importance of technology already,
and what it does for us as researchers, but what makes transparency and agility important?
I’d love to hear more.
MD: Transparency
requires openness and honesty in methodology; at the end of the day, it is
about fostering a more trusting community: the more open we are about our
practices, the more diligent and meticulous we have to be, the higher quality
we can expect from one another. Agility refers to the ability to adapt to
disruption. It's not just about reacting to the changes, but proactively
seeking ways to work through them, with them, and in them. Let's keep raising
the bar and embracing change, and make some #mrx waves together.
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