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24 Hours to Insight

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24 Hours to Insight: Accelerating Quant/Qual Research & Test More data. Less time. It’s a common theme within the research community that with every technological advancement, the expectations from our key partners and stakeholders continue to be amplified. The requested timelines for many marketing research projects continue to shrink, from months to weeks to days. Meanwhile, the demand for more frequent and robust research – especially in the areas of concept & new product testing, and creative development – only continues to grow. As a researcher, it can be taxing to meet these 21st century needs, let alone to keep everything within budget. Serving as prelude to the “24 Hours to Insights” Genius Lab at the MRA’s Insights & Strategies Conference, this session will address & provide solutions for overcoming these pressures in today’s rapid research environment. Google Consumer Surveys and GutCheck will discuss how their innovative methodologies can be leveraged in tandem to enable researchers and marketers to collect – and act on – both qualitative and quantitative insights more quickly and effectively. We’ll highlight what techniques, approaches, and tools you can use to accelerate and amplify your research to meet the needs of your clients. We’ll demonstrate the value you can bring to your organization by using new strategies to identify and optimize winning concepts, new product ideas, or creative executions in a matter of days. We will walk through real-life challenges that businesses are facing, and how using both platforms can reduce strain on turnaround times, data completeness, and most importantly, budgets. At the GeniusLab in June, we will further dive dive into the unique capabilities Google Consumer Surveys & GutCheck present for iterative research, with a walkthrough of the real-time data collection process that will be detailed in the “24 Hours to Insight” presentation the following day of the conference.

Presenters

  • Matt Warta and Jon Sadow, Gutcheck & Google

About Us

As the leading voice, resource and network of the marketing research and data analytics community, the Insights Association helps its members create competitive advantage. All our revenue is invested in quality standards, legal and business advocacy, education, certification and direct support to enable our members to thrive in an evolving industry and drive business impact.

The 2019 IA Code of Standards and Ethics for Marketing Research and Data Analytics may be found here.

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About Our Members

Our members are the world's leading producers of intelligence, analytics and insights defining the needs, attitudes and behaviors of consumers, organizations and their employees, students and citizens. With that essential understanding, leaders can make intelligent decisions and deploy strategies and tactics to build trust, inspire innovation, realize the full potential of individuals and teams, and successfully create and promote products, services and ideas. 

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