At the Virtual Insight Summit, we connected with Cherie Leonard, the lead for Foresight & Sustainability Insights at Colgate-Palmolive, to talk about how Colgate’s research priorities have changed, and their approach to foresight and predictability for consumer understanding during the COVID-19 pandemic.
With massive shifts consumer behavior, insight teams have suddenly found themselves with very different priorities than a couple months ago. How have these priorities changed at Colgate-Palmolive? Where are research teams focusing today? What behaviors have changed in the short term, and which of those changes do we think will remain (both consumer behaviors, and research approaches)? Watch the video to hear more.
“What we’re really trying to do is find the balance between having empathy for where people and consumers are at right now, and balancing that with the needs of the business, because obviously we need to continue finding opportunities to drive the business forward.” – Cherie Leonard, Colgate-Palmolive
We recently sat down with Michelle Gansle, the global lead for insights transformation at Mars, to hear her recommendations for research during uncertain times in light of the COVID-19 pandemic.
The world is changing rapidly these days, and the environmental and economic shifts in the world are having a major impact on insights teams and brands as a whole. Is now a good time to do research? How does that research need to change right now? What does the normal look like, and how do we know when we’ve gotten there? Watch the video to hear more.
“I really feel like this is the CMI insights function’s moment. This is where we get to come together and say, what’s the right thing to do for and with the consumer and what’s going to happen with the societal impact, the business impact, the consumer and shopper impact.” – Michelle Gansle, Mars
As we all work together to navigate these exceptional times, Voxpopme would like to share some information on the steps we have taken to keep our employees safe and to minimize the impact on our services to clients.
We are leveraging our existing digital tools to make sure that we can continue to deliver business as usual for our global clients
We have required all office-based staff to work from home, and we are constantly monitoring official guidelines to ensure that we are doing all we can to protect and support our teams
All staff travel has been restricted until further notice
In times of uncertainty it’s more important than ever to stay close to consumers and employees, and to understand how this environment is impacting everyday decision-making. We are committed to helping our clients in these challenging times, and we wish you all good health.
Today, Origin Ventures posted about their recent investment in Voxpopme. We’re thrilled to have Origin as a partner supporting our growth, and are excited to see what the future holds. Take a look at why Origin is excited about Voxpopme!
We are pleased to announce Origin Ventures’ investment in Voxpopme, an enterprise software company that allows brands to capture video feedback to measure customer satisfaction and gather market research. Voxpopme enables brands to use the power of video – featuring full sight, sound, and motion – to better capture consumer sentiment in real-time.
Origin Ventures led a $9M Series A financing. The company – whose name is derived from the Latin phrase vox populi, or “voice of the people” – has offices in Salt Lake City, the U.K., and Australia. Customers include Coca-Cola, Nestle, Microsoft, Colgate, Verizon, and Airbnb.
“Be it customer service, product quality, or just the way the customers feel about the companies they do business with, customer experience rises to the top of whether or not the customer will decide to keep doing business with a brand.”
A Gartner survey of marketers found that 89% expect to compete mostly on the basis of customer experience, vs. 36% four years prior. Verticals like media & entertainment, travel & hospitality, and financial services deliver much of their user experience digitally, with less direct interaction with customers than ever.
Digital Natives and Video
The investment aligns with our thesis centered around Digital Natives, and the user behaviors of a generation that has enjoyed the Internet and a smartphone for their entire lifetime. Video consumption dominates Internet traffic. Cisco suggests that 80% of Internet traffic is video, while Facebook, Instagram, and Snapchat combine for over 20 billion video views per day. In a post titled “Texting is Out. Spontaneous FaceTime Is In.”, a 21-year-old college student says “You’ve gotta see their face,” while a 19-year-old says “FaceTime was released in 2011, when I was 11. My peers and I literally grew up with it.” We believe a logical extension takes video from social media to communication directly with brands. Airbnb employs Voxpopme to improve voice-of-the-customer insights and help its employees develop empathy for customers.
The investment extends Origin Ventures’ interest in both video and customer experience. Investments in Cameo and ViralGains also have video at their core, while Seattle-based Apptentive helps brands like Starbucks, eBay, and Disney capture customer feedback on mobile devices.
We look forward to working with CEO Dave Carruthers and the global team at Voxpopme to build the leading software company for connecting brands and consumers directly via video, and the red button on their smartphones.
When A.I. really blossoms, how will it affect your approach to research and the wider insights industry?
Welcome to Episode 18 of Perspectives!
A.I. promises to have a huge impact on the insights industry with some impressive solutions hitting the market in recent years. In this episode, our panel of experts discusses how A.I is impacting the industry and what the future holds.
Ready to find out more? Hit play on the video to discover the influence A.I. is likely to have on your research and the transformative effect it will have on how we view our insights.
As artificial intelligence gets smarter and smarter and starts guiding more and more of our purchase decisions, and guides us and the things that we buy and spend our money on, who is it really that we’re going to need to talk to from a research perspective?…@BaillieForGood
I think AI, once into its prime will let us start getting high degrees of confidence with potentially smaller amounts of people, if it’s the right people. So I think one of the big things that will change beyond making things quicker, better, faster, cheaper, is it will actually change what we think about as being the most valuable thing that we want to optimize for… @Werdnamai
So when I look at the role of AI today in the world generally but within the insights industry, I say that a lot of the focus is on automation and how AI can take people out of the loop. I think that has a role to play for the future of the industry. But I think far more exciting is the potential for AI to accelerate human expertise, not take people out of the loop…@Jonathan Williams
AI will have a huge impact on the insights industry. The main impact it will have on our insight business, is that it will enable us to inform more decisions across the business. At the moment, the amount of decisions that we can influence using customer insight is constrained…@pd_hudson