Creating a more human-centric research process: Putting people back in insights

Room 1 | 1:30 pm - 2:00 pm | Wednesday, July 19, 2023

People are the beating heart of market research. From respondents to researchers to end-users, humans drive the insights machine. Yet all too often the experience of each of these groups is less than ideal.

Join Sago’s CEO Reed Cundiff and EVP Scott Baker as they explore how making innovations – large and small – can improve the human experience throughout each step of a project’s lifecycle. The following areas will be examined:

• Respondent experience: Let’s face it, many surveys, interviews and general research methods are still painful and boring. Our digital world has us programmed to expect the next, new stimulation now. How do you navigate the path between respondents’ short attention spans and the expectation of technology to make their lives and experiences easier?
• Researcher experience: In today’s market research environment, the insight provider has both a massive opportunity and a challenge. The choice of new innovative research technologies, methods and sample sources has never been more plentiful. At the same time, it’s a very disconnected ecosystem. Explore innovative ways to make it easier for the researcher to connect and collect.
• Stakeholder experience: Delivering quality insights at the speed of decision-making is imperative, as is how to get the most from providers to deliver more to stakeholders and customers.

Friction, confusion and complication are common and prevent the market research industry from living up to its potential. Unsatisfied with the impact of innovation on our outcomes, we’ve become obsessed with understanding and improving the ROI in the Sago experience. Join Reed and Scott as they share how to deliver meaningful insights moments that resonate.