It’s hard for me to believe it, but I’ve entered my third decade in the insights industry. (Back in the day, we called it market research.) Looking back, it’s incredible to think that a summer job working in a CATI phone room would lead me down this career path, but it did, and I remain very excited about the opportunities that lie ahead for the next generation of research innovators and entrepreneurs.
So, what’s kept me motivated and excited over all these years? While I didn’t realize it at the time, I attribute the longevity to my curiosity and the chase for The Next Big Idea. I am instinctively motivated by the next new approach or process that’s going to help my client get a promotion, drive my team beat to its goals, or give my company fresh ways to differentiate itself from others in the industry – and win.
For better or worse, I didn’t limit my thinking to what was considered “the right way” or the “way we’ve always done it,” and, in hindsight, I can tie all the critical inflection points in my career to this innate need to push the envelope on what’s possible. To be fair, I can also attribute a couple of my less-than-planned job transitions to this drive to reinvent and innovate, so it’s critical to be prepared when going up against challengers of change in your organization.
With all that said, I count myself incredibly fortunate to have worked with some of the best research firms and the brightest people in the industry on many of the Big Ideas of their time. For example, ideas such as video ad testing, web-based discrete choice technology, online concept testing & forecasting, digital ad & brand tracking, and text-based drivers modeling are a few of the techniques I was involved with as they were being introduced to the marketplace. Yes, Millennial researchers, we had to actually snail mail self-erasing VHS tapes to ad testing survey participants and then wait 3-4 weeks for a response to be mailed back – a process that was considered cutting edge in 1999!
So, based on my confessions above, you can imagine how excited I am to yet again break the rules with two proven industry solutions that a year or so ago would not have been mentioned in the same sentence and that is Prediction Markets and Volumetric Forecasting. In collaboration with our friends at Top Box Associates, Consensus Point has launched the industry’s first prediction market-based volume forecasting capability. Consider it an agile yet predictive volumetric forecasting alternative, where you can go from finalizing your new ideas or concepts to a full volume forecast with the same accuracy as industry leaders in two weeks and at a fraction of the cost. What’s more, this collaboration is mobile, works with both panel samples and communities, and it can be delivered on a global basis!
Interested in learning more? Let’s connect. I can be reached at firstname.lastname@example.org.