Perspectives on Insights

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It's time to rethink research

September 17, 2018
Jon Dore

Jon Dore

Vice President & Founding Partner,..

It’s time to challenge the way things have been done and create new solutions which are rooted in the habits and practices of real-life consumers.

Let me start by saying this: I love market research. For the past 10 years, I’ve had the opportunity to work with a bunch of different organizations, across a variety of industries, to help them better understand their customers/prospects so they can in turn make better decisions. It’s important work, and I’ve found great satisfaction in being part of a function which helps companies become more knowledgeable and customer-centric. 

That said, for as long as I’ve been doing this there has always been one underlying drawback to my profession, and that’s a bit of a feeling of hypocrisy which stems from consistently asking respondents to complete surveys and other research activities which I, my (consumer) self, would never take the time to participate in. There, I said it. I, personally, simply wouldn't have the motivation nor patience to do what we’ve expected of respondents for years, and that’s a big problem as I’m a both a Millennial and archetypal representative of the “digital generation” — you know, the generation every brand wants to market to and connect with.  

Our industry is in dire need of reaching those voices who have yet to be heard in market research.

So that’s why we need to rethink research, and that’s why I’m joining Reach3 Insights – because our industry is in dire need of reaching those voices who have yet to be heard in market research. Because we need to provide our stakeholders with more predictive learning that isn’t merely consumers’ rationalizations for why they think/feel/behave the way they do. Because it’s time to challenge the way things have been done and create new solutions which are rooted in the habits and practices of real-life consumers (not professional survey takers). 

Because it’s time to “reach” for the “3rd wave” of modern market research through the power of conversational insights at scale.

This means meeting consumers on their terms more than we ever have before. It means meeting them in their natural communication channels (i.e. mobile messaging apps) and speaking to them in their natural lexicon (i.e. a conversational manner). Simply put: it means treating them like the humans they are to facilitate natural responses and high engagement which in turn will yield more truthful, authentic insights. 

Will this be easy? No.

But do we have the right players involved to make it happen? Absolutely.

Between Reach3, our sister company Rival Technologies and our holding company Reid Campbell Group, we’re loaded with industry veterans who recognize the need for change and want to be a part of this exciting new wave of market research. 

Are you interested in being a part of this wave? We’d love to hear from you if so. We’re both actively hiring and conducting game-changing conversational research initiatives as you read this, so please reach out to jobs@reach3insights.com or info@reach3insights.com to learn more…we’d love to have a conversation (see what I did there?) with you! 

Now, as Eileen Campbell, Executive Chair of our holding company said: let’s get this party started! 

Jon Dore
Jon Dore

Vice President & Founding Partner, Reach3 Insights

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