Welcome to the 2019 CRC Series. Recorded live in Orlando, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Joe Beier, EVP of Shopper and Retail Strategy at GfK.
Find Joe Online:
LinkedIn: www.linkedin.com/in/joe-beier-2006545
Email: joe.beier@gfk.com
Website: www.gfk.com
Find Jamin Online:
Email: jamin@happymr.instawp.xyz
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
[00:00]
Hi, this is Jamin. You're listening to the Happy Market Research Podcast. The next set of episodes are conversations I had at this year's Corporate Researchers Conference or CRC. This is put on by the Insights Association in Orlando, Florida. I had quite a few interesting conversations highlighting specific companies that exhibited this year as well as a couple of speakers, Wells Fargo, IBM, etc. I hope you have a really good rest of your day and enjoy these short episodes.
[00:32]
Hi, this is Jamin. You are listening to Happy Market Research Podcast. My guest today is Joe. GfK is the name of the company. He's been on a podcast already. He’s got a little bit of wine left in his cup. We are at CRC insights Association’s client-side event, and you gave a presentation today.
[00:48]
I did.
[00:49]
Give us a little bit of highlight.
[00:50]
We were talking about trust, the whole issue of consumer trust and how there are so many challenges to that space right now and how we're really in a unique
era of trust just eroding very, very quickly and being challenged from so many different quarters. As dark of a journey as we knew it would be, we thought it was important to lay out what that landscape looks like today and some of the key factors and bring it home with a little more of an optimistic view in terms of some of the things that we extract from those learnings that we think can be good guidelines for folks that are trying to manage brands or create trusting relationships with consumers, rule rules of the road, if you will, to operate by. So, we laid out the challenges and then a little bit of what you might want to think about doing about it for some recommendations.
[01:41]
The audience can't see this because it's one of the slides that was presented today talking about optimism in the space. And I'll include this in the show notes by the way. But how I really started connecting this is this issue of trust really is closely tied, in my opinion, to optimism and how people are feeling about the brands that they're interacting with. So, my broader point is that it becomes really important for us as an industry to ensure that we're garnering trust, especially among respondents, right? And that has to do with, I think again, the ethical context of how research is actually being done. I'm wondering, do you think that there's going to be changes to the way that we do research over the next few years in line with maybe more, I don't know what, either data privacy or transparency with sourcing sample.
[02:38]
Well, you're probably not going to like this answer very well, but I think our presentation today took a very broad view of this whole issue, and I would assert that in the grand scheme of all the things coming at consumers and shoppers and respondents, which could all be the same person, of course ,depending on their state, but to me the incident of taking a survey or being interviewed is a pretty small speck on the landscape of all the things that they have to deal with. And so, I would expect some minor adjustments to be made there, but I don't get the feeling that the industry has such a big impact on their total view of trust of the industry as a whole,
