Kenneth Killian

Two days until Mercury Analytics' webinar, detailing our unique AI application, which maximizes the value of responses from survey respondents. This webinar is a real eye-opener (not to mention mind-opener) and, to say the least, well worth your attention...which is why so many researchers have already signed up. That said, however, there's still room for more. So I am reposting the invitation below. If you can make it, be sure to do so. You won't regret it! ------------------------------ Tired of fraudulent survey responses? Wishing for richer responses from your survey takers? Well, it's Qual plus AI to the rescue! Meet MercuryIQ - a real-time survey tool that enhances data integrity and helps you get more out of your surveys. Join Mercury Analytics on Oct 24 at 1:00 pm EST where we’ll showcase how MercuryIQ uses AI to flesh out richer open-end responses from survey takers through smart follow ups, and simultaneously identifies and screens for disingenuous respondents. Sign up for the 30 min webinar here: https://lnkd.in/em_SGzhU And if you'd like to learn more about MercuryIQ outside of the webinar, reply to this email or reach out to Leigh Kessler, our VP of Client Solutions, at leighk@mercuryanalytics.com.

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Level up your research game with our ultimate guide, "Everything You Need to Know About Quantitative Research." Uncover the secrets to crafting killer research questions, automating like a pro, and nailing data quality. Get ready to revolutionize your quantitative research - grab your copy now: https://bit.ly/4aPQE1k #MarketResearch #QuantitativeResearch #DataInsights #ResearchTips

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Level up your research game with our ultimate guide, "Everything You Need to Know About Quantitative Research." Uncover the secrets to crafting killer research questions, automating like a pro, and nailing data quality. Get ready to revolutionize your quantitative research - grab your copy now: https://bit.ly/4cbdX6O #MarketResearch #QuantitativeResearch #DataInsights #ResearchTips

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Had a fantastic time attending the recent "Reframing Data Storytelling" event by Peekator, where Adam Baker shared valuable insights! Here are some key takeaways: 🔄 Evolving Research Roles: With advancements in tech, researchers are shifting focus from technical tasks to spending more time with people. 📊 Survey Stability: Traditional surveys still have a place in the landscape, proving their enduring value. 📖 Time is the Essence: A major challenge in data storytelling is having enough time to dive into the story and engage audiences. ✍️ Start Early: Design your report alongside data collection, not after, it saves time and sharpens your story. 🙌 Efficiency Wins: Streamlined workflows uplift teams, creating space for richer client and business interactions. 🔍 AI’s Impact: We’re seeing more blending of qual and quant data. Reporting practices will need to keep pace with these changes. https://lnkd.in/eyCYVJ5s

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Brands are still in the midst of figuring out how to best integrate #AI into their day to day business. In this @Business Reporter article, my colleague @Eda Cetinok dives into Ipsos’ GET.AI framework that helps organizations prepare for AI adoption. Check it out: https://lnkd.in/gdDAVKW5

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More from our series of analytic highlights of May! Let me know what you think!

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Benchmark Reports are great ... but ... You never really know what a number represent. Ultimately making the benchmark report more interesting than useful How is the number calculated and more importantly: if I did the same calculation with my data - what would I get? Better or worse than the benchmark number in the report? With Dreamdata B2B benchmarks we seek to change this See your data directly next to the benchmark updated live over time !

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I recommend giving the below a read on AI in Research Best Practices.

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Becoming an expert at distilling 50 or 60 pages of data down into a handful of key insights took me a long time. But it is one of my favorite things to do, right up there with presenting! Check out our tips in this great post, or re-watch the webinar we did last year, you might see a familiar face :D

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Why is video the future of #B2B marketing? 📈 Merkle's Sonya Hand and other execs reveal how video is helping brands break through the noise and connect with decision-makers in new ways. Explore the full discussion in The Drum: https://bit.ly/3XdzgPf

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Something I keep hearing from clients, who are looking for a new research and insights vendor, is that they need a partner who understands them and doesn't just flip back data decks. They need their insights partner to weave the data into relevant and insightful stories to have impact. Otherwise the client has to dig through mountains of data to find it themselves - and that's frustrating. This feels pretty obvious right? But the thing is, I keep hearing this over and over. It makes me wonder, how well are research agencies training their people in the art of storytelling? And how much time are research professionals practicing this craft outside of project work? There are ton of storytelling trainings out there - but I want to share one book that I come back to again and again to continually hone my skill in storytelling: The 3-Minute Rule by Brant Pinvidic. The book goes into non-conventional story flow and dissects the elements that makes your work impactful in the eye of your audience and your audience's audience. And it isn't just the same story curve we all already know about :) If your team is getting dinged on report writing and presenting data - this book is a great one to read and practice through together. #Storytelling #Insights #Impact #MRX #MarketResearch #Presentations

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The Forrester B2B Marketing and Sales Data Strategy Model and Process have been redesigned to better meet the demands of B2B #DataQuality improvement while your business remains in motion. Changing the tires on a moving car...and other impossible things.

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Just a reminder that we released our US social listening report on the Top 30 auto brands. Get it here: https://lnkd.in/gfA77Gwv #automotiveindustry #cars #tesla #insights #sociallistening #data #analytics

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🎥 I had the pleasure of recording a webinar with Samantha from Q&A Research. Our conversation about research processes was both insightful and enjoyable. Q&A Research is a forward-thinking and innovative agency with a friendly approach. If you're looking for actionable market research to help your business thrive, I highly recommend reaching out to Samantha and the team! #MarketResearch #Webinar #Innovation

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With the acquisition of Nielsen's MMM by Circana, what does this mean for CPG brands? 1. Brands who were on Nielsen's MMM Its unclear how Nielsen's MMM will get, or will not, move to Circana's additive methodology. MMMs need to be calibrated and Circana will have a lot of work to DO to be able to see how to transition these.... should they take that route. Transitioning MMMs are hard, and explaining these numbers is even harder. 2. Brands who were on Circana/IRI MMM Likely, not much change. Whether IRI plans to use Nielsen model in the long term will be tested out for some smaller brands before they roll out more widely.... lets see. 3. Shop around These partnerships for enterprise clients are extremely long and expensive to setup. But given that you only have one vendor to pick from, its a good idea to shop around and see which other vendor can help with these transitions. I advise clients on picking the right vendor based on their business and needs. The idea that CPG brands need store level data to predict Marketing mix, while ideal, from a statistical point of view, is not that important to marketers. I have seen aggregated models do a fair job of measuring incrementality and ROIs. Most media is not run at store level, so why get stuck on these models. From a Promo POV, which is a significant investment, the Price and promo models, should be a better indicator of your trade investments. Would love to hear some thoughts on folks... #MMM #marketing #nielsen #circana

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Here is a great article for market and consumer insights researchers. It starts off pointing out that the product attributes (what people are saying about the product) is just as important as sentiment scores assigned to open ended responses. Some researchers are not always able to keep up with the latest buzz words, so large language models (LLMs) using AI help us to meet these challenges. The article continues with 7 steps for creating an AI solution to implement AI in your research. How AI is changing the game for attribute discovery | Marketing-Interactive https://lnkd.in/e9nRXkcT

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Day 2 of the Analytics & Insights Summit hosted by Sawtooth Software is in the books. Feeling tired but fulfilled! Today’s takeaway: Failing is OK! A couple presentations were “failed” talks, meaning the authors had a hypothesis, they tested it, and it didn’t quite pan out as hoped. But what results are valuable learnings and proceeding discussions on other avenues of exploration. It’s talks like these that inspire continued investigation and advancement in our industry. #marketresearch

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Great webinar to check out!

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Give it a listen if you want to hear my approach to analytics. Spoiler alert: the point is to just start measuring, and go from there.

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