I recently attended the inaugural West Coast Quirk’s Event in Irvine, California, a market research industry conference focused on “big ideas, real-world solutions”. Looking back, the unofficial theme of the presentations I saw seemed to be: let’s get closer!
This played out in multiple ways: get closer to reality with new ways of collecting data, including in-the-moment research, get closer to consumers/customers with co-creation and empathy in research, and finally, get closer to seeing the whole picture with mixed methods and data integration.
Here are a few more specifics and examples from the conference to bring these themes to life.
In-the-moment research ensures authenticity in data collection
Co-creation and shared experiences compress timelines and foster empathy
Mixed methods and data integration provide holistic insights
Sarah Faulkner, Principal, Faulkner Strategic Consulting