Research is often associated with informing product development and improving customer experiences. But what if the same insights could do more, helping organizations shape their go-to-market strategies, create compelling thought leadership and generate valuable content that extends the impact of research beyond its original objectives?
Join Phase 5 and Interac for a 30-minute candid conversation on Dec 3rd about how research can extend beyond traditional product development to drive broader business and marketing impact. Drawing on real examples from our work together, we'll explore how customer insights have been leveraged to develop white papers, thought leadership and other content that engages audiences, builds credibility and brings research findings to life.
Whether you work in insights, marketing, brand or strategy, this session will offer practical perspectives on how to maximize the value of research and connect insights to broader business objectives.
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Speakers
Eric Chue, having spent over 25 years at Interac Corp. in various roles (market research, strategy, marketing), has had a front-row seat to Canada’s rapidly evolving payments and financial services marketplace. He has been on both sides of the market research discipline – conducting research to solve business problems, but also as a user of research in his roles in marketing and strategy. Being both a producer and consumer of research has provided him with unique perspectives on the role of data in decision-making, what is essential vs. what is merely interesting. Before his long stint in payments, he has also worked in telecommunications, publishing and pharmaceuticals.
Evelina Lou, PhD is Lead, Market Intelligence at Interac Corp. She has more than a decade of industry research experience, working both client-side at Interac and for many years on the agency side at a market research firm, helping clients answer questions, solve problems, and make strategic decisions. Her work has spanned many sectors, including financial services, and a wide range of public, private, and not-for-profit clients. Evelina has led quantitative, qualitative, and mixed-methods studies from design through to application. She is passionate about designing research that answers the questions that matter, and about applying insights to business questions across product, marketing, communications, and enterprise decision-making. She also enjoys helping others understand the value of research and insights. Evelina holds a PhD in Psychology from York University.
Michael Dolenko is a Partner and the leader of the Brand practice. He and his team focus on brand and communications research and studies that support brand health and strategy for clients in Canada and the US. A sought-after moderator and survey researcher for clients in various sectors, Michael has been managing qualitative, quantitative and mixed-methodology studies for over 20 years. Michael holds an MA from Concordia University and a BA from University of Toronto.
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