Hearing from Microsoft, PepsiCo, and Verizon at Quirks NYC 2024
Welcome to our recap of one of the most anticipated events in the insights industry—Quirks NYC 2024! Hosted at the iconic Jarvis Conference Center in Midtown Manhattan, this year’s event was packed with knowledge, networking, and innovative ideas. With a lineup that included case studies from top brand insights teams, the latest technology from suppliers, and insights from seasoned researchers, Quirks NYC was nothing short of the summer’s highlight for anyone involved in market research.
Customer-Centric Innovation with Oura Ring
One of our favorite sessions featured Oura Ring, a brand that has redefined how we think about health and wellness. Oura shared how they adopted a mobile-first approach to connect with their customers, leveraging new technology to build an unblinded community through their app, and engaged users in real-time feedback loops. This not only improved the development process but also deepened customer loyalty and turned users into brand ambassadors. Our key takeaway here? Meeting customers where they are, using the technology they are already engaged with, can deliver swift, valuable insights while boosting brand loyalty.
The Hidden Cost of Poor Data Quality
In a session that challenged the status quo, dtect highlighted a topic that is very close to our hearts at L&E: the importance of data quality. Especially, how often suppliers mask bad data with surface-level cleaning. The real cost of bad data, they argued, is hidden in the financial and strategic losses it incurs. Suppliers and brands must engage in honest discussions about fraud prevention and data integrity. It’s crucial to track and evaluate sample suppliers over time to maintain data quality and accountability. We couldn’t agree more!
PepsiCo’s Journey from Order-Taker to Strategic Partner
PepsiCo shared an inspiring journey of transformation. Over nine years, PepsiCo’s insights team evolved from being perceived as mere task managers to becoming strategic partners integral to the company’s goals. The session emphasized the importance of aligning research value with organizational objectives and fostering internal partnerships at all levels. Change is challenging, but with persistence and the right approach, researchers can elevate their role within any organization.
Harnessing Agile Insights with Target
Target’s exploration of private-label potential underscored the growing consumer trust in private-label brands, which now account for $217B in revenue. Although the session didn’t dive deeply into specific strategies, it highlighted the importance of agile, authentic product insights in capturing this market trend.
Building Strong Client/Supplier Partnerships: Essential Elements
Microsoft led a session on the five pillars of successful client-supplier partnerships. Here’s a quick rundown:
1. Institutional Knowledge: Throughout a partnership, vendors will acquire growing knowledge of your business, processes, and preferences. However, be wary of too much comfort. Continuously evaluate both your needs and your supplier’s capabilities.
2. Turnover: Effective communication is crucial during transitions to maintain synergy and efficiency. Work to minimize disruptions.
3. Transparency: Both parties should be clear about their strengths and limitations from the outset and throughout the partnership.
4. Consistency: Maintain high standards in quality and communication to build and preserve trust.
5. Follow-Up: Establish a regular cadence of feedback and communication to ensure continuous improvement.
Re-imagining Qualitative Research
During a panel discussion, Verizon, GoGo squeeZ, and Sargento shared their innovative approaches to qualitative research, which we found extremely interesting. Verizon emphasized the importance of understanding the customer experience beyond quantitative data, shifting focus to qualitative designs, using virtual back rooms to facilitate in-person groups with minimal travel.
Sargento has embraced online focus groups, offering better access to diverse target audiences as well as fitting with younger generations’ preferences. While in-person research remains crucial for product development, online methods have proven valuable for other types of studies.
Quirks NYC 2024 was a useful learning and networking opportunity. Whether you were there in person or missed it, we hope these highlights provide a glimpse into the vibrant discussions and innovations that made this year’s event one to remember!
