Qual360 North America Pre-Conference Interview with Marcus Jimenez

Closing the data to action gap through meaningful, actionable insights reporting” is the challenging topic Marcus Jimenez from Breefly chose for his talk at the upcoming QUAL360 North America conference. The presentation is based on work carried out with Revolt Media. We had a conversation with him about the highlights of his session and the current state of Qualitative research.

Question #1: Marcus, you are presenting work done together with Revolt Media and Lynzie Riebling, Revolt’s VP Insights & Strategy will join you on stage. Without giving too much away – what is the core message of your talk and what would you like delegates to remember?

Marcus: In short, our session focuses on how to get teams to act on insight by delivering more meaningful and engaging insights reporting. Too often, market researchers and insights professionals fail in the “last mile”, not realizing that none of the research matters if no one puts it to use.

Question #2: Why did you choose the topic of your talk?

Marcus: As technology advances to provide businesses with almost limitless amounts of data, teams are drowning in it, leaving decision makers deficient of insight. Having witnessed this first hand supporting insights teams at global leading Fortune 500 brands in delivering effective reporting solutions, organizations are now also facing the challenge of a younger, more discerning workforce with even shorter attention spans. Market researchers must become better storytellers, and we’ve crafted this session to address this head on.

Question #3: What motivates you to join QUAL360 NA and what are your expectations?

Marcus: I attended last year’s event and enjoyed the more intimate setting, along with the focus on primarily the qualitative practice which I feel is most often the richest of stories to tell. With a fantastic co-presenter, I feel we have a great discussion that will hopefully inspire many. But notice I called it a discussion, not a presentation which is all too often 1 way driven, so we expect and want the audience to join the discussion.

Question #4: There is a lot of talk about the current state of qualitative research – how would you sum up the current state of qualitative research and potential future challenges? And what do you think QUAL360 NA as a conference can contribute?

Marcus: I view the industry at an inflection point. Unfortunately, there are some aspects that have us racing to the bottom where clients are expecting faster, cheaper AND better. However, I believe some of it is simply due to not knowing how technology really works, and that’s on both the vendor and client sides. Over the last few years, we have seen more options to pool and collect data multiply exponentially. Yet, none it means you’re going to uncover better insights, nor does it imply that anyone is going to care about what you discovered if it doesn’t capture their attention. How do we make insights matter in the age of Instagram, Tik Tok and a tweeting President’s feed is more critical than ever.

We tell our clients that their value is equally driven by their ability to not just in uncover insight, but also how they support a team’s ability to make smarter, faster decisions. This is where I think Qual360 can be a beacon for professionals, helping them to see their true value in their roles by presenting the full spectrum of MRX disciplines like this session. Thanks for that.

Join Marcus together with speakers from Pepsi, L’Oréal, United Airlines, Bank of America, Citi, Beiersdorf, Upwork, Cox Automotive, Gallup, Quilt.AI and many more at Qual360 2020, 24&25 March in Washington D.C. Grab your tickets here.

Also read: Boosting Employee Insights Through Artificial Intelligence



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