Pre-MRMW North America 12 Interview: Brooks Pettus

Thursday, July 5, 2012

The pre-MRMW interview series continues.  Personally, I have loved getting to hear the perspectives of leaders from across the market research space, with such a variety of backgrounds.  Here’s Brooks Pettus of QualVu.

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?
BP: The tidal shift from offline to online research − in particular, video-based qualitative − has begun and with it remarkable opportunities for innovation. Chrysler and Qualvu struck a partnership because we were, essentially, two start-ups − albeit one at 40B in revenue − in a time of incredible dislocation in the US economy. By embracing innovation and change, each of our businesses have grown dramatically and we have been able to assume the mantle of true innovator. No matter what your motivations are, it’s a whole lot more fun to define a shifting landscape than to react to it.

RM:  What do you think that the current market research world is afraid of when it comes to innovating on research in the mobile world?  What enabled you to get over the fears and innovate?  What motivated you?
BP: Qualvu has strategically positioned itself as the leader in online qualitative research since its start four years ago. Qualvu made the bet that there was a better way to conduct qualitative: by essentially bringing the research to the participant and letting them share their moments of truth as they occur via video, uninfluenced by the presence of a researcher. In an industry that has remained largely unchanged for the past 55 years, potential disruption is tough to accept, particularly if you are a moderator that derives their value based on the focus group experience. This shift is not only to better data, but the ability of the moderator to focus more of their value-add around delivering insight that makes richer data truly actionable. It’s the innovators and early-adopters who are winning today and who are well positioned for the future.

RM: You’re right about the benefits that moderators receive in this new era of opportunity.  I have experienced these benefits myself and they sure are compelling.  Thanks for your time; we’ll see you in Cincinnati. 


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