by Talking modern market research with Bilge Balci
MRMW has always been a leader in showcasing new technologies and the latest innovations in market research. At our European 2023 edition, Bilge Balci, Director Insights & Analytics at Vectura Fertin Pharma will share her view on the industry’s innovation journey. We caught up with Bilge ahead of the conference for our speaker interview series.
MRMW: Without giving too much away – what is the core message of your talk at MRMW EU and what would you like delegates to remember?
Bilge Balci: The core message of my talk will be on applying different approaches to understand human side of the equation. Data is everywhere but reading deep human truths driven from data requires skills, collaboration, and effort.
MRMW: How has this impacted your own work and your organisation?
Bilge Balci: This provides me with the reason for being in the organization. In the bigger scheme, science without understanding the patients’ or end users’ needs and pain points can just be the science at the lab. I play the role to be the link and bring the voice of the people into the labs.
MRMW: MRMW EU focuses on new tools, methods, and technologies. What are two things you hope to crowdsource more info on in your conversations?
Bilge Balci: I am interested to learn more on behavioural design and CEJ/CX models.
MRMW: What has been the main impact of technological & methodological advances for your team/colleagues?
Bilge Balci: Speed to consolidate learnings to craft brand frameworks as well as easier reach to collecting human stories to better serve them. We have accelerated our data gathering and continuously iterate on the decision points.
MRMW: How do you envision the future of market research and insights, and where do you see the industry heading?
Bilge Balci: There will be more and more integration of technology, but equally so more and more desire to learn human side of the equation. However, I would not see them on two opposite sides, they will rather evolve integrated to help us better design products, services, and experiences.
MRMW: What should delegates talk to you about at MRMW Europe – do you have any particular personal interests, hobbies or extracurricular activities and engagements?
Bilge Balci: I love nature and outdoor activities; hiking, skiing, and sailing are my favourites. I am also a health enthusiast mum of two daughters – anything linked to keeping family health on track is my interest.
