On March 4th, 2021, Phase 5 Partner and Chief Innovation Officer Arnie Guha was one of three expert panelists in an MRIA discussion entitled, "Digital Transformation Trends and Techniques." Complete video of the panel discussion is now available for those who missed the event, and for those attendees who would like to go back and review. The event has also been featured in MRIA's blog, Insight Bytes.
The session was hosted by MRIA Chief Editor and Intelligence Officer Arundati Dandapani, and included Sue Sharp (Partner, Digital Experience & Innovation Consulting at PWC) and Jamin Brazil (Chairman, HubUX, & Host of Happy Market Research Podcast) in addition to Phase 5's Arnie Guha.
Not surprisingly, discussion circled back to the continuing importance of keeping actual human experiences at the heart of any project, and to remembering the role of storytelling to always convey insights in a relevant and meaningful way that resonates with decision-makers. As well, panelists reminded listeners that cultural nuances cannot be overlooked when gathering and interpreting data within a digital context.
Specific questions that were addressed by panelists included:
- What is digital transformation in market research (MR)?
- What new MR methods have been born as a result of the pandemic, and how have these been an improvement over old methods?
- Describe some of the trends you've seen in digital transformation.
- What sectors have shown the most resilience and innovation when it comes to effective digital transformation? What metrics would you use to measure performance in this regard?
- How has digital transformation impacted budgets and speed in MR?
- How has market research automation impacted employee engagement?
- How successful has digital transformation in MR been in terms of breaking down silos within organizations, and integrating cross-functional business objectives for more efficient day-to-day execution?
- What are some of the biggest opportunities for market researchers over the next 10 years?
In closing, while evolving digital techniques have certainly contributed positively to the reach, efficiency, and effectiveness of market research, panelists cautioned MR professionals that it is not enough just to understand these techniques. While digital tools may make the process easier and faster, it remains critical to always be cognizant of inputs in order to get to meaningful outputs. And finally, market research professionals should see themselves as multi-media storytellers, never losing sight of the power of a good story to deliver a message and inspire change.