By Aaron Reid, Ph.D.
Protecting the Science
Researchers and Insights Managers were given a dual role at this year’s The Market Research Event (#TMRE13): “Protecting the Science of Understanding while Translating Insight into Confident Business Decisions.” Whew! That’s a mouthful. Consistent with this theme, I found the conference this year to be increasingly focused on new methods burgeoning from the behavioral sciences compared to previous years. In terms of favorites, I found Jeremy Sack’s keynote from @LRWonline, which indirectly promoted implicit research methods through the theme of “brands are stereotypes”, to be very well delivered and (hopefully) impactful on the room full of insights professionals. The keynote and the presence of many behavioral science based vendors on the trade floor served as a sign that interest in these methods is on the rise.