Why Velocity is a Market Research Challenge

At The Future of
Consumer Intelligence 2013, IIR's Marc Dresner sat down with Dinesh
Mathew, Insights and Market Research Analyst, Market Trends and Product
Innovation, Intel Corporation, sat down to talk about "velocity" as a
challenge every insights function must grapple with, particularly in the high
tech field.

With companies innovating at an increasingly accelerating
pace, market research is facing shorter
deadlines and smaller windows of opportunity for research. How can the research
industry continue to deliver impactful insights as timelines constrict?

The most important thing the industry can do to deliver
impactful insights is to define the questions we are trying to answer. 'We need to do that quickly. We need to
iterate in that area quicker. And, it needs to be a partnership between
research agency and client,' Mathew explained.

Then, he says researchers need to define what exists in the
research space. There has been a lot of conversation around Big Data. 'How do we get to understand what is out there? Do we need
to actually go do more research'? he said. 'I think we need to get to that
point quicker too.'

Having worked in the industry for many years, there are some
things that frustrate Mathew. He feels that the management of the communication
flow throughout the project needs to be improved. Research agencies need to be
better about being proactive versus being reactive when managing that
communication flow.

Check out the full
interview below:

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Right now, it's about connecting ideas to data to culture to
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About the Author:
Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and
print journalism, covering a variety of topics in business strategy, marketing,
and technology. Amanda is the Editor at Large for several of IIR's blogs
including Next Big Design, Customers 1st, and ProjectWorld and World Congress for Business
Analysts. She previously worked at Technology Marketing Corporation as a
Web Editor where she covered breaking news and feature stories in the
technology industry. She can be reached at aciccatelli@iirusa.com. Follow
her at @AmandaCicc.