Re-imagine, re-invent, re-design market research for the digital age
A simple beginning
Giles and Graham were working at a customer strategy consultancy and many of our projects involved customer and market research. We noticed that many of the clients had already done similar research, but they either couldn’t find it or could only find the reports not the data.
We also noticed that many clients wanted to know about the same sorts of thing, so we would repeat the same type of research.
Giles realised that this was just like the software industry before open source software took off. That is when the idea of creating “Github for research” took hold.
We are creating an ecosystem and a platform to connect market researchers with each other and with business decision-makers. We will enable them to collaborate on and share both raw research and insights.
We believe that the open source model that has been so successful in software can be applied to market research to help speed up the time to decision for businesses.
The more researchers are able to share their primary research, the more data is available. This means more research can be completed without primary research.
We believe that the value that market research brings to a business is not simply about the research, but is about providing advice based on that research.
The future for market researchers is as trusted advisors to their clients.
Insightflow will build the connections between researchers and their clients and this will increase the impact of the research they do.
Giles doesn’t like waste, whether environmental or in research. He finds he is constantly being asked if he’d like to take part in research or fill in a survey. As someone who has done quite a bit of research, he knows the value of this for the researcher. Even so, he is quite annoyed that the only way for businesses to get the insights they need about their customers and market is to do more primary research.
He is particularly annoyed because he knows how similar the questions are between organisations and how little of the interviews and surveys that are done are actually used. That is why he wants to help to re-think how we do research.
Oh, and you might be interested to know that his background is digital innovation as former CTO for a number of organisations and as a consultant helping clients with digital transformation. He loves bringing smart people together to solve problems.
Graham understands the power of bringing people together to share knowledge and insight.
He set up the New Media team at an agency in 1995 and has been involved with digital marketing and publishing ever since. He has worked at Centaur, Reed Exhibitions, Trinity Mirror and EMAP in various roles including Digital Marketing Director, Managing Director and Global E- Business Director. He founded Digital Doughnut and helped build a community of over 1.4 million digital and marketing professionals He has spent the last 5 years as a strategic consultant helping businesses develop growth, brand and community strategies.