I was thrilled and a little terrified to be invited by the BBC Asia Pacific, based in Singapore to appear on their Breakfast TV show to talk about World Emoji Day – July 17th.
What are insight communities?
Insight communities have been one of the big success stories of the last few years in research. The notion behind them of course is that consumers who have opted into an actively-managed long-term ‘community’ of like-minded consumers will be more engaged and provide more relevant, collaborative and in some cases quicker marketing feedback than would be feasible through more traditional methods such as focus groups and surveys.
All fine and good, except ……
The way market researchers have traditionally presented survey data in slide after slide of complex tables and charts can best be described as mind-numbing cruelty. The usual charts we see around are nowhere near as interesting as this one. It is cruel to clients to impose dull complex charts on them. It is also a pretty ineffective way for our industry to communicate. In this post, I offer some suggestions based on Fast and Slow Thinking.