Name: Building a culture of continuous learning for your organisation
Uploaded: 2022-09-23T12:59:58.226Z
Duration: 563.47
Description: The way customers interact with brands has changed completely, and so has the practice of anticipating market trends. Koji Moy from Bloomfire tells us his experience helping brands increase knowledge and insights sharing in the workplace.

Creating A Culture Of Learning V5_reduced.mp4

Creating a culture of learning with Koji moy.vtt

English

{{00:00:28}}
Hi, I'm Jordan Thorne and
we're here at TMRE 2021.

{{00:00:31}}
Today.

{{00:00:31}}
We're joined by Koji Moy.

{{00:00:32}}
He's the sales director at Bloomfire.

{{00:00:35}}
Thank so much for joining us today.

{{00:00:36}}
Thanks for having me.

{{00:00:37}}
Yeah, you're welcome.

{{00:00:38}}
What do you think needs to be
done in order to bring human

{{00:00:41}}
data and technology together
to anticipate market trends

{{00:00:44}}
and drive business growth?

{{00:00:45}}
Yeah, it's a really good question.

{{00:00:46}}
And I think it's definitely top
of mind at something like TMRE.

{{00:00:49}}
What I've seen with organizations
that have done really well is they're

{{00:00:53}}
able to blend technology or platforms
with the data and the people.

{{00:00:58}}
And to do that, I think you need to
have the right foundation in place,

{{00:01:01}}
so the best of breed technology.

{{00:01:03}}
But you also need best of breed
processes and the people element

{{00:01:07}}
to it, to really be able to
enrich the decisions that you're

{{00:01:09}}
making and actually derive value
from the platforms themselves.

{{00:01:13}}
So it depends on the industry, the
organization, their business model, but

{{00:01:18}}
I think brands need to focus on really
harnessing the technology they have

{{00:01:22}}
and making the best use of it that they
can from a process standpoint as well.

{{00:01:27}}
The world, and the way that
customers are interacting with

{{00:01:30}}
brands is constantly changing.

{{00:01:33}}
And although customer insights
and customer experience tend to

{{00:01:37}}
share the focus that it's on the
customer, sometimes as efforts

{{00:01:41}}
can experience tension, how can
these functions co-exist and

{{00:01:45}}
really compliment one another.

{{00:01:46}}
Yeah, I think you make
a really good point.

{{00:01:48}}
And it's funny because those
two functions, at every

{{00:01:50}}
organization we work with, tend
to live in different areas.

{{00:01:53}}
Sometimes they're together,
under the same umbrella.

{{00:01:55}}
Sometimes they're in different
buildings or regions altogether.

{{00:01:59}}
What's funny though is that
there is a lot of overlap.

{{00:02:01}}
I think what organizations should
focus on though is trying to

{{00:02:04}}
understand the value add from each
of those specific functions and then

{{00:02:09}}
try to really marry the insights
and research across those teams.

{{00:02:12}}
You know, try to get away from being
too, competitive or territorial with

{{00:02:17}}
the things that you are producing.

{{00:02:18}}
And while I understand that, you
know, you want to be delivering the

{{00:02:21}}
insights that are really valuable and
impacting the product line, we don't

{{00:02:25}}
want to fall prey to is being at an
organization where you're competing

{{00:02:29}}
for attention or whatnot, and actually
withholding some research or being

{{00:02:32}}
a little bit more competitive of
your research to try to make your

{{00:02:36}}
division look better or whatnot.

{{00:02:37}}
So I think people just need to focus
on creating a culture where knowledge

{{00:02:41}}
sharing and insight sharing research
sharing is the number one priority,

{{00:02:46}}
rather than trying to get too myopic
on where the research is coming from.

{{00:02:49}}
And that's a really interesting point.

{{00:02:51}}
As we, again, continue to talk about
the pandemic, from your perspective,

{{00:02:58}}
sort of what is the biggest change
that you've seen in the market

{{00:03:01}}
research community because of it?

{{00:03:03}}
Yeah, it's a good question.

{{00:03:04}}
You know, I think the biggest thing
for us, so we're a knowledge platform

{{00:03:07}}
and we host a lot of the research
that people are collecting and then

{{00:03:09}}
trying to share with the organisation.

{{00:03:11}}
Number one, everybody is really
utilizing these platforms now,

{{00:03:15}}
so much more so than before.

{{00:03:17}}
Because before we could go into
the office and share reports with

{{00:03:19}}
you do presentations in person.

{{00:03:21}}
Whereas now you're reliance on
zoom meetings and reliance on this

{{00:03:24}}
knowledge, insights platform that
you are using to share your research.

{{00:03:28}}
So we've seen a much greater
adoption with our platform, but

{{00:03:32}}
we've also seen the ways that people
are collecting research change.

{{00:03:35}}
So video's coming hugely into play.

{{00:03:37}}
You know, it's really gotten to the
forefront across every department

{{00:03:40}}
at any organization, but definitely
within collecting market research

{{00:03:44}}
and trying to get those insights.

{{00:03:45}}
I think the good thing is
people are more digital than

{{00:03:48}}
ever, the consumers that we're
trying to gain research from.

{{00:03:51}}
We just have to kind of change
our methodology a little bit

{{00:03:54}}
now that we can't be in person,
you know, to collect that.

{{00:03:57}}
Kind of changes do you think are
needed for companies to start making

{{00:04:00}}
really bold decisions, in order to go
from disrupted, which many companies

{{00:04:05}}
did, to the disruptor in 2022?

{{00:04:07}}
Yeah.

{{00:04:07}}
It's a good question.

{{00:04:08}}
I think, you know, one of the
studies that I found really

{{00:04:11}}
fascinating was from the
Harvard Business Review in 2020.

{{00:04:14}}
And they worked with Kantar and
a number of different research

{{00:04:17}}
firms and try to look at what
are the organizations that

{{00:04:21}}
are leading doing differently?

{{00:04:23}}
Specifically within customer
research and insights, then those

{{00:04:26}}
are, that are falling behind.

{{00:04:27}}
And what they found was those
that are really able to get

{{00:04:30}}
close to the customer, through
methodologies, the processes,

{{00:04:34}}
through platforms, those are the
ones that are leading the forefront.

{{00:04:37}}
So I think it's taking the customer
and customer experience, consumer

{{00:04:40}}
research, and it's putting it
right at the forefront in every

{{00:04:43}}
business decision, especially as it
relates to product and marketing.

{{00:04:48}}
And so I think there's some
organizations that are still lagging

{{00:04:51}}
behind and really promoting the
research that all the folks here

{{00:04:55}}
are producing, that is phenomenal.

{{00:04:58}}
And some are letting that lead
the charge, the ones that are

{{00:05:00}}
letting that lead the charge are
tending to be the disruptors.

{{00:05:03}}
Okay, that makes sense.

{{00:05:06}}
I know, diversity inclusion
is a really big topic just

{{00:05:11}}
across all different facets.

{{00:05:14}}
I'm really curious around how your
teams and companies, sort of, what

{{00:05:18}}
you've observed around how you
guys are embracing diversity and

{{00:05:22}}
inclusion, specifically as well as
it relates to market research and how

{{00:05:26}}
you're making sure that's inclusive.

{{00:05:27}}
Absolutely.

{{00:05:28}}
Yeah, it's a hot topic.

{{00:05:30}}
So we are a technology provider for
research firms, but one thing that

{{00:05:34}}
we really do to focus on diversity
is, making sure that we have all

{{00:05:38}}
representations in our workplace.

{{00:05:40}}
And, we're based out of Austin, Texas.

{{00:05:42}}
So we are frequently ranked
as one of the most diverse,

{{00:05:44}}
but also top place to work.

{{00:05:45}}
And one of the things that
I really appreciate is, you

{{00:05:48}}
know, our engineering team is
actually predominantly women.

{{00:05:50}}
We actually host women
engineering meetups every month.

{{00:05:53}}
Then it's very nice from a technology
side of things to have that inclusion.

{{00:05:57}}
But then also have, you know,
multiple races, involved as well.

{{00:06:01}}
So, because we don't actually
participate in much market research

{{00:06:04}}
ourselves outside of meeting with
our customers, the diversity's a

{{00:06:07}}
little bit hard, but we can control
hiring very diverse backgrounds

{{00:06:12}}
and ethnicities and whatnot.

{{00:06:13}}
That's been very successful for us.

{{00:06:14}}
That's interesting.

{{00:06:15}}
Do you know why there's so many
female engineers in your company

{{00:06:20}}
or is it like a happy accident?

{{00:06:22}}
You know, I think that's
a really good question.

{{00:06:24}}
I think it's a mixture of a lot
of things,but we do place a really

{{00:06:27}}
strong focus on being involved
in the community and the women in

{{00:06:31}}
tech sponsorship that we do and
the meetups that we promote every

{{00:06:35}}
month, I think have also given a
lot of awareness to our company.

{{00:06:39}}
And so a lot of people are interested
in joining and, you know, hopping

{{00:06:41}}
on the bandwagon, so to speak.

{{00:06:43}}
And so that has given us a great
tool to bring even more into the

{{00:06:47}}
fold and give more opportunities.

{{00:06:49}}
That's incredible.

{{00:06:50}}
A lot of companies could utilize some
of those practices that you were doing.

{{00:06:54}}
Absolutely.

{{00:06:54}}
Yeah, especially in engineering.

{{00:06:56}}
It's one of the fields that is
predominately male, isn't it?

{{00:07:00}}
That's incredible.

{{00:07:05}}
As we talk about teams again,
are there any creative ways that

{{00:07:10}}
you've seen teams be able to sort
of enhance the value proposition

{{00:07:14}}
of insights versus following the
status quo, what we've sort of known?

{{00:07:18}}
Yeah.

{{00:07:19}}
And this is another one where, you
know, you kind of see in teams on

{{00:07:22}}
the maturity model with insights.

{{00:07:24}}
There's some that are just getting
established and finally getting

{{00:07:27}}
the buy in from the top down that,
you know, we really just put more

{{00:07:30}}
emphasis on insights and research.

{{00:07:32}}
There's others that are completely
disruptive and have all the

{{00:07:34}}
technology, all the people,
all the buy and et cetera.

{{00:07:37}}
And so as you follow people along
that journey, you're going to see a

{{00:07:40}}
lot of different mixes and styles.

{{00:07:42}}
But I think the number one thing
that is the biggest catalyst is the

{{00:07:46}}
top-down buy-in and that's, what's
really like spuring the change along.

{{00:07:50}}
Cool.

{{00:07:50}}
So last question.

{{00:07:52}}
What do you think will be the biggest
trends in 2022, that market researchers

{{00:07:57}}
should really be looking out for?

{{00:07:59}}
Yeah.

{{00:07:59}}
So there's a lot of things that here
at this conference that excited me.

{{00:08:02}}
Number one, mobile.

{{00:08:04}}
You know, the mobile experience,
I think we'll continue to see

{{00:08:06}}
a lot of buy in, in that front.

{{00:08:08}}
I know me personally, if I'm going to
respond to a survey, if it's on the

{{00:08:11}}
web, I probably won't respond if it's
reply with yes, no, or this, that, or

{{00:08:15}}
the other, I'll probably text back.

{{00:08:17}}
So I think mobile is
a massive opportunity.

{{00:08:20}}
Then video, as we were talking
about earlier, you know, people just

{{00:08:23}}
feel from you familiar with video.

{{00:08:25}}
Zoom is like our workplace now.

{{00:08:26}}
So just kind of where you go.

{{00:08:28}}
So I think brands are going
to have to figure out ways

{{00:08:30}}
to take advantage of that.

{{00:08:31}}
It's familiar for people.

{{00:08:33}}
It feels less exclusive, I should say.

{{00:08:37}}
And then also with the pandemic,
we're still going to have to navigate

{{00:08:39}}
people not being comfortable to
go in for panels and whatnot.

{{00:08:42}}
So I really see those
two things converging.

{{00:08:45}}
And then I think the last thing is,
as people go back to the workplace,

{{00:08:49}}
how do we still take advantage of
these tools that enabled people

{{00:08:52}}
to be so successful remote?

{{00:08:53}}
Because that's not going to go away.

{{00:08:55}}
You know, there's always
going to be remote workers.

{{00:08:57}}
So that'll be a really interesting
thing to monitor how people

{{00:09:01}}
kind of shaped the technology
with this ever-changing

{{00:09:04}}
workplace and what that means.

{{00:09:06}}
Yeah.

{{00:09:07}}
Incredible.

{{00:09:07}}
Well, it's been really great
speaking to you about, you

{{00:09:10}}
know, what Bloomfire is doing.

{{00:09:11}}
And some of the insights
around the industry.

{{00:09:14}}
Koji, it's been a pleasure.

{{00:09:16}}
Thank you so much.

{{00:09:17}}
Thank you.

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

What do you think needs to be
done in order to bring human

data and technology together
to anticipate market trends

And I think it's definitely top
of mind at something like TMRE.

What I've seen with organizations
that have done really well is they're

able to blend technology or platforms
with the data and the people.

And to do that, I think you need to
have the right foundation in place,

But you also need best of breed
processes and the people element

to it, to really be able to
enrich the decisions that you're

making and actually derive value
from the platforms themselves.

So it depends on the industry, the
organization, their business model, but

I think brands need to focus on really
harnessing the technology they have

and making the best use of it that they
can from a process standpoint as well.

The world, and the way that
customers are interacting with

And although customer insights
and customer experience tend to

share the focus that it's on the
customer, sometimes as efforts

can experience tension, how can
these functions co-exist and

Yeah, I think you make
a really good point.

And it's funny because those
two functions, at every

organization we work with, tend
to live in different areas.

Sometimes they're together,
under the same umbrella.

Sometimes they're in different
buildings or regions altogether.

What's funny though is that
there is a lot of overlap.

I think what organizations should
focus on though is trying to

understand the value add from each
of those specific functions and then

try to really marry the insights
and research across those teams.

You know, try to get away from being
too, competitive or territorial with

And while I understand that, you
know, you want to be delivering the

insights that are really valuable and
impacting the product line, we don't

want to fall prey to is being at an
organization where you're competing

for attention or whatnot, and actually
withholding some research or being

a little bit more competitive of
your research to try to make your

So I think people just need to focus
on creating a culture where knowledge

sharing and insight sharing research
sharing is the number one priority,

rather than trying to get too myopic
on where the research is coming from.

As we, again, continue to talk about
the pandemic, from your perspective,

sort of what is the biggest change
that you've seen in the market

You know, I think the biggest thing
for us, so we're a knowledge platform

and we host a lot of the research
that people are collecting and then

Number one, everybody is really
utilizing these platforms now,

Because before we could go into
the office and share reports with

Whereas now you're reliance on
zoom meetings and reliance on this

knowledge, insights platform that
you are using to share your research.

So we've seen a much greater
adoption with our platform, but

we've also seen the ways that people
are collecting research change.

You know, it's really gotten to the
forefront across every department

at any organization, but definitely
within collecting market research

I think the good thing is
people are more digital than

ever, the consumers that we're
trying to gain research from.

We just have to kind of change
our methodology a little bit

now that we can't be in person,
you know, to collect that.

Kind of changes do you think are
needed for companies to start making

really bold decisions, in order to go
from disrupted, which many companies

I think, you know, one of the
studies that I found really

fascinating was from the
Harvard Business Review in 2020.

And they worked with Kantar and
a number of different research

firms and try to look at what
are the organizations that

Specifically within customer
research and insights, then those

And what they found was those
that are really able to get

close to the customer, through
methodologies, the processes,

through platforms, those are the
ones that are leading the forefront.

So I think it's taking the customer
and customer experience, consumer

research, and it's putting it
right at the forefront in every

business decision, especially as it
relates to product and marketing.

And so I think there's some
organizations that are still lagging

behind and really promoting the
research that all the folks here

And some are letting that lead
the charge, the ones that are

letting that lead the charge are
tending to be the disruptors.

I know, diversity inclusion
is a really big topic just

I'm really curious around how your
teams and companies, sort of, what

you've observed around how you
guys are embracing diversity and

Expert Insight

The way customers interact with brands has changed completely, and so has the practice of anticipating market trends. Koji Moy from Bloomfire tells us his experience helping brands increase knowledge and insights sharing in the workplace. 

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thumbnail_Koji Moy.png

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Koji Moy.png

Koji Moy

Enterprise Account Executive 

Organizations that do well in anticipating market trends are those that marry technology, data and people. Koji helps us understand how the foundation for that marriage is built. 

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Changes in market research

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The next disruptors

Koji shares his experience working with a predominantly female technology team and comments on some actions taken to support diversity in the workplace.

Diversity and inclusion in market research

The maturity of leadership in the industry is put in analysis. Understand how securing buy-in is essential when creating a culture of learning within organizations. 

Enhanced value propositions vs status quo

From mobile interaction to the consolidation of integrated video technologies in customer research, see what the future looks like for researchers. 