Interview with Cherie Leonard: Research In The World of COVID-19

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

Interview with Michelle Gansle: Insights Transformation During Uncertain Times

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

I Can See It In Your Face: Our Investment in Voxpopme and the Future of Market Research & Customer Experience

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! 

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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.

The Rise of Customer Experience

Voxpopme is operating in two very large software markets. The global market research (MR) industry is estimated at $76B, while the emerging Customer Experience (CX) market is estimated at $8B in the U.S. In a July 2018 story titled “Customer Experience is the New Brand,” Forbes magazine said:

“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.

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