About a 1 min. read.
Home sweet home! It was great to return to my alma mater and participate in the Eli Broad College of Business M.S. Marketing Research (MSMR) —home to the #1 Masters in Market Research programs across the country—Fall 2023 Spartan Insights Summit at Michigan State University. The summit brought together current and future industry leaders, MSMR board members, and the latest MSMR cohort for thought-provoking discussions on maximizing the impact of data, future trends in market research, and more. Below are three key takeaways:
- Throughout the event, a central theme resonated: the crucial role we play to make an impact with the data at our disposal. Camille Nacita from Human 8 reminded us that while we all have access to data, we may not be fully leveraging it. She stressed the importance of having ‘sensemakers’ on your team—individuals who turn big data into actionable insights and help others comprehend the narrative it conveys.
- The summit culminated in the Technology Showcase, which spotlighted cutting-edge innovations from both clients and vendors in the market research field. CMB’s Courtnie Hallendy discussed how CMB is investing in and preparing our employees and clients for a tech-led future. The need for speed in our tech-driven world, innovative tools, and responsible AI usage are areas where CMB is working to meet client demands quickly while ensuring rock-solid execution. CMB has invested in new business units, new technologies (like CMB’s proprietary emotionAI and themeAI) to transforming the way we collect and analyze open-data, and new partnerships all while bridging the gap between Qual and Quant.
- Fellow Showcase speaker Bernard Berner of Microsoft echoed Courtnie’s sentiment, emphasizing the power of AI in rapidly understanding customers. By clustering conversations readily available to Microsoft and mining real-time data, they can tap into the world’s largest focus group, extracting valuable insights.
Courtnie and I left the event feeling confident about the future–the future generation of market researchers (the students were awesome), the future technological advances that will become integrated into our work, and the future of CMB. We are passionate about translating data into business recommendations and driving real impact. If you’re navigating the world of big data and seek a partner to become a ‘sensemaker,’ please don’t hesitate to reach out. Let’s connect on your journey towards actionable insights.