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Welcome back to Marketing Smarts! From brand-building and marketing veterans Anne Candido and April Martini (that’s us) comes a podcast committed to cutting through all the confusing marketing BS so you can actually understand how to take action and change your business today. We deep-dive into topics most would gloss-over, infusing real-world examples from our combined 35+ years of corporate and agency experience. We tell it how it is so whether you are just starting out or have been in business awhile, you have the Marketing Smarts to immediately impact your business.
This is Episode #148 and we’re talking consumer research with guest Janelle Estes, Chief Insights Officer of UserTesting. Listen to the episode on Apple Podcasts, Spotify, Google Podcasts, and your other favorite podcast spots – follow and leave a 5-star review if you’re exercising your Marketing Smarts!
It’s a changing world of consumer research. There’s never been more data at our fingertips, but with that comes privacy and ethical concerns. How do you pull out insights that will positively impact your business? It comes down to keeping humans first, what to do about data access we may shortly lose, not overindexing on too narrow an audience, and keeping the consumer a part of the process. As always, some big questions face us in the research world. How much data is needed for us to feel confident we have the right audience? What are the best ways to get cost-effective information from consumers? And how do you frame up the conversation to get the most bang for your buck? We wanted you to learn from a true expert in the consumer research space, so we welcomed on Janelle Estes. She’s the Chief Insights Officer of UserTesting, a human insight platform focused on improving customer experience (CX). This episode covers everything from focus groups to competitors. Here’s a small sample of what you will hear in this episode:
And as always, if you need help in building your Marketing Smarts, don’t hesitate to reach out to us at: ForthRight-People.com.
Check out the episode, show notes, and transcript below:
From brand-building and marketing veterans Anne Candido and April Martini comes a podcast committed to cutting through all the confusing marketing BS so you can actually understand how to take action and change your business today. They deep-dive into topics most would gloss-over, infusing real-world examples from their combined 35+ years of corporate and agency experience. They tell it how it is so whether you are just starting out or have been in business awhile, you have the Marketing Smarts to immediately impact your business.
Thanks for listening to Marketing Smarts. Get in touch here to become a savvier marketer.