Name: Adopting market research trends
Uploaded: 2022-09-23T13:02:21.924Z
Duration: 257.63
Description: It's hard to choose between which trends to follow and which ones to ignore. However, it's a crucial component of a market research team's planning. Erin Barber shares her insights about AI and market trends, as well as valuable advice about building a brand in the industry.

Adopting market research trends.vtt

English

{{00:00:27}}
Hi, I'm Jordan Thorne, and
we're here at TMRE 2021.

{{00:00:30}}
I'm joined by Erin barber
from C & R research.

{{00:00:34}}
Erin, thanks for joining us today.

{{00:00:36}}
So maybe you could tell us a little
bit about what you do, your role

{{00:00:40}}
and a bit about C & R research.

{{00:00:41}}
I'm Erin Barber and I'm a
senior vice president and a

{{00:00:44}}
partner at C & R research.

{{00:00:46}}
I actually oversee our online
immersion division there, which is

{{00:00:51}}
our online communities and panels as
well as our online qualitative teams.

{{00:00:55}}
So I'm curious, do you think
that the growth of AI in business

{{00:00:58}}
will be a good or a bad thing?

{{00:01:00}}
I think it's a little bit of both.

{{00:01:02}}
I guess I wouldn't say it's
necessarily a bad thing.

{{00:01:06}}
I think from the good side of it is
that it gives us a way to maybe be

{{00:01:12}}
more efficient, more effective in
some of the work that we do, because

{{00:01:15}}
it helps us get smarter quicker.

{{00:01:17}}
On the other side we
do have to be cautious.

{{00:01:20}}
I don't know if that's
necessarily a bad thing.

{{00:01:22}}
I would always caution people that
I feel like AI will give us some

{{00:01:27}}
answers, but not all of the answers.

{{00:01:29}}
So I think we always have to look
at it as supplementary or using

{{00:01:35}}
it in ways that help us become
quicker, but also make sure

{{00:01:39}}
that it's not the only answer.

{{00:01:40}}
Do you have any tips for knowing which
trends you should be adopting to it?

{{00:01:44}}
At C & R one of the things that
we always say is that we like to

{{00:01:47}}
keep our ears to the ground and our
eyes open to make sure that we're

{{00:01:51}}
understanding all the trends that
are relevant to our clients, because

{{00:01:53}}
we really want to stay ahead of the
curve in terms of what our offerings

{{00:01:58}}
are and making sure that we're
talking to consumers in spaces that

{{00:02:03}}
are convenient for them and so forth.

{{00:02:04}}
So there's a lot of different
technologies out there all the time.

{{00:02:07}}
And we get, you know,
bombarded by a lot of these.

{{00:02:12}}
But we do vet and you do have
to vet different technologies

{{00:02:15}}
and trends in the industry.

{{00:02:17}}
I think there's a couple,
we already talked about AI.

{{00:02:19}}
I do think that is a trend.

{{00:02:20}}
I think that is going to continue.

{{00:02:22}}
I also think that continued innovation
in terms of the work that we do within

{{00:02:28}}
the video realm and understanding
unobtrusive observation being able

{{00:02:32}}
to dig deeper into those things
are always going to continue.

{{00:02:36}}
But I think in terms of understanding
which trends are the best.

{{00:02:41}}
It's about how useful they can be.

{{00:02:43}}
You have to test them and use
them and make sure that you're

{{00:02:47}}
using in the best case scenarios.

{{00:02:50}}
And last question.

{{00:02:52}}
What was the best thing that
you've done building your brand?

{{00:02:58}}
I would say one of the things
that we talk about in terms of

{{00:03:02}}
who C & R is it's our culture.

{{00:03:05}}
It's who we are.

{{00:03:08}}
We are all researchers.

{{00:03:09}}
We are not salespeople, so we don't
have a salesforce or a sales staff.

{{00:03:12}}
So everything that we do, our
research, that's our sales, right?

{{00:03:17}}
It's the product that we
deliver to our clients.

{{00:03:20}}
That's what keeps them coming back.

{{00:03:21}}
We are a relationship company, and I
think that everything that we do gets

{{00:03:26}}
to the heart of that from the way
that we treat our clients with great

{{00:03:30}}
client service to the way that we
bring the deep insights into everything

{{00:03:35}}
that we do so that they make sure
that they're getting actionable work.

{{00:03:42}}
That all comes to us building
those relationships with those

{{00:03:45}}
clients and making them feel
like they're a partner of ours.

{{00:03:48}}
And we do that from the time,
everything that we are as a culture

{{00:03:52}}
internally to everything that we
do externally with our clients.

{{00:03:55}}
And I think that's a part
of what's really helped our

{{00:03:57}}
building, our brand be successful
is living that relationship

{{00:04:02}}
building throughout all of that.

{{00:04:04}}
Incredible.

{{00:04:05}}
Well, thank you so much
for joining us today.

{{00:04:07}}
It's been great hearing some insights
and a little bit about the company.

{{00:04:09}}
Yes.

{{00:04:10}}
Awesome.

{{00:04:10}}
Thank you so much.

Hi, I'm Jordan Thorne, and
we're here at TMRE 2021.

I'm joined by Erin barber
from C & R research.

So maybe you could tell us a little
bit about what you do, your role

I'm Erin Barber and I'm a
senior vice president and a

I actually oversee our online
immersion division there, which is

our online communities and panels as
well as our online qualitative teams.

So I'm curious, do you think
that the growth of AI in business

I guess I wouldn't say it's
necessarily a bad thing.

I think from the good side of it is
that it gives us a way to maybe be

more efficient, more effective in
some of the work that we do, because

On the other side we
do have to be cautious.

I don't know if that's
necessarily a bad thing.

I would always caution people that
I feel like AI will give us some

So I think we always have to look
at it as supplementary or using

it in ways that help us become
quicker, but also make sure

Do you have any tips for knowing which
trends you should be adopting to it?

At C & R one of the things that
we always say is that we like to

keep our ears to the ground and our
eyes open to make sure that we're

understanding all the trends that
are relevant to our clients, because

we really want to stay ahead of the
curve in terms of what our offerings

are and making sure that we're
talking to consumers in spaces that

So there's a lot of different
technologies out there all the time.

And we get, you know,
bombarded by a lot of these.

But we do vet and you do have
to vet different technologies

I think there's a couple,
we already talked about AI.

I also think that continued innovation
in terms of the work that we do within

the video realm and understanding
unobtrusive observation being able

to dig deeper into those things
are always going to continue.

But I think in terms of understanding
which trends are the best.

You have to test them and use
them and make sure that you're

What was the best thing that
you've done building your brand?

I would say one of the things
that we talk about in terms of

We are not salespeople, so we don't
have a salesforce or a sales staff.

So everything that we do, our
research, that's our sales, right?

It's the product that we
deliver to our clients.

We are a relationship company, and I
think that everything that we do gets

to the heart of that from the way
that we treat our clients with great

client service to the way that we
bring the deep insights into everything

that we do so that they make sure
that they're getting actionable work.

That all comes to us building
those relationships with those

clients and making them feel
like they're a partner of ours.

And we do that from the time,
everything that we are as a culture

internally to everything that we
do externally with our clients.

And I think that's a part
of what's really helped our

building, our brand be successful
is living that relationship

Well, thank you so much
for joining us today.

It's been great hearing some insights
and a little bit about the company.

Expert Insight

It's hard to choose between which trends to follow and which ones to ignore. However, it's a crucial component of a market research team's planning.
Erin Barber shares her insights about AI and market trends, as well as valuable advice about building a brand in the industry. 

thumbnail_Erin Barber.jpg

xsmall_Erin Barber.jpg

Erin Barber.jpg

Erin Barber

Senior Vice President/Partner 

Barber explains her role and her company's practices. 

Introduction

Reflecting on both sides of AI, Barber argues how AI may help companies operate better and faster while also emphasising the need for caution.

Is the growth of AI good or bad?

Using multiple technologies and keeping an eye on what's happening around you help spot emerging trends. However, as Barber suggests, you must test the trends you mention to determine which one is the most useful.

Adoption of trends

Barber shared helpful tips for establishing a successful market research brand. Instead of just trying to sell something, she suggested paying attention to the client relationships and focusing intensely on the knowledge.