Episode 21: IIEX NA 2020 Recap

Stories of Market Research: The Insightrix Podcast
Episode 21: IIEX NA 2020 Recap
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IIEX (Insight Innovation Exchange) North America 2020, is an annual international market research conference organized by GreenBook. Every year, members of the insights community, business and startup owners and professionals in industries that intersect with the market research industry meet to exchange ideas, network and learn about new and emerging trends in market research.

This year, though postponed as a result of the ongoing COVID-19 pandemic, IIEX NA 2020 was organized to be digitally available, with all of its sessions and roundtables being streamed online to conference attendees.

With the assistance of a little technology, conference attendees were also able to enjoy the full IIEX experience, complete with the usual break out sessions, networking opportunities and more.

With so much interesting stuff going on, and with so many innovations and new ideas being discussed, it is no surprise that Insightrix was in attendance.

In Episode 21 of SoMR, we’re offering a recap of the IIEX NA 2020 conference, with interviews with some of the members of the Insightrix team who were in attendance – Insightrix Data Scientist, Ifeoma Adaji, and Insightrix Research Associate, Brandon Bellows.

We also touch base with Priscilla McKinney, the Momma Bird at Little Bird Marketing out of Joplin, MO, who was not just at the event, but who also helped organize the Women in Research (WIRe) Happy Hour, and created the Annual Market Research Podcast Award in partnership with Greenbook – for which SoMR was nominated.

If you would like to know more about Little Bird Marketing or about their outstanding marketing podcast, Ponderings from the Perch, head over to their website for more information.

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Episode Transcript

[EPISODE INTRODUCTION]

[DUNCAN] The flagship IIEX event, the IIEX North America 2020 conference, was held from September ninth to eleventh this year. This annual conference always features a speaking list of representatives from the biggest brands, pitches from new and emerging start-ups, and opportunities to meet and network with leading professionals from all over the market research industry. This year’s conference, held virtually because of the ongoing COVID-19 pandemic, was no different.

IIEX North America 2020 was an amazing opportunity for market researchers, marketers, and insights professionals to learn from one another, connect, and exchange ideas. This year’s conference also featured the presentation, the first ever Annual Market Research Podcast Award from Little Bird Marketing in partnership with GreenBook, for which Stories of Market Research was nominated. When you consider all that was going on at the conference and all the innovations that were being discussed amongst the MR community it was absolutely no surprise that Insightrix was there.

Hello, my name is Duncan McGregor, the Marketing and Communications Coordinator at Insightrix Research in Saskatoon, Canada, and your podcast host. In this episode of our podcast series, we’re offering a recap of our experiences at IIEX North America 2020. From the awesome virtual sessions we attended, to the fun networking events we were a part of, and even some of what we learned along the way. To talk about our experiences in the conference and the events that were part of it, Priscilla McKinney, the Momma Bird at Little Bird Marketing, returns to the podcast. Priscilla was a big part of IIEX North America 2020, emceeing and participating in many of the sessions and events at the conference, as well as organizing the Women in Research Happy Hour and creating the Annual Market Research Podcast Award, and emceeing the ceremony itself. So, of course, we jumped at the opportunity to chat with her about her time at IIEX.

In this episode, we also speak with Insightrix data scientist, Ifeoma Adaji, and Insightrix research associate, Brandon Bellows, to get a recap of their experiences at the conference and the sessions they attended and find out about some of the subjects and topics they heard about. Insights and innovations, networking and connecting, and knowledge building with folks from the industry we all love. We’re offering a recap of all that and more in this episode of Stories of Market Research, the Insightrix podcast.

[INTERSTITIAL MUSIC]

[INTERVIEW SEGMENT #1]

[DUNCAN] First, we’re joined by Priscilla McKinney, the Momma Bird at Little Bird Marketing, to get a recap of her experiences at this year’s IIEX North America. Hi Priscilla. Thanks so much for coming back on the podcast, especially at what must be a really busy time after last week’s IIEX North America conference. Thanks for coming on.

[PRISCILLA] Oh, so it’s always my honor to be on your podcast, and I just love the camaraderie that we have. IIEX is a crazy busy time, but as you know, it’s worth it.

[DUNCAN] Yeah. And that’s just what I wanted to chat with you about actually, how much it is worth to you. How was your experience at this year’s conference?

[PRISCILLA] Well, luckily for me, I get asked to help with some of the things at the conference, which I just have to tell people. When people ask you to introduce other people, and speak, and take small little pieces and parts of a show, definitely say yes, because you meet so many more people and it makes the whole process so much more enjoyable. So yeah, I got to introduce some people, I got to give away a market research podcast of the year award, and I also got to sponsor a women in research event, which is near and dear to my heart, and we just had a lot of fun. Everybody needs a little bit of fun along with the work.

[DUNCAN] Yeah, tell me about it. Actually, a bunch of folks from Insightrix, including myself, our data scientist, and a bunch of our senior management and researchers were there this year and we really had a blast. Having a virtual was really quite a hoot.

[PRISCILLA] Yeah. I love the travel, I love going to Austin, I do travel all over the world during the year speaking, but having it virtual it’s different. And we have to kind of embrace what is different about it, but it still takes work. When we come home from being there in person we’re exhausted, and when I come home from the day of being there virtually I’m exhausted. It’s just really is no different, but there can be pieces that are really enlivening.

[DUNCAN] Yeah. It’s a different vibe too, like you’re saying. There’s a lot of opportunity to connect with folks that you might not have had the opportunity to do, so the networking I actually found really quite easy. I was going to ask you about the women in research happy hour that you organize. I thought it was awesome, I attended, it was really great. Some amazing breakout sessions afterward. Could you tell us a little bit about it?

[PRISCILLA] Yeah, Women in Research is free to join all over the world, and it’s just women in research.org. There are a lot of men involved as well, but it is there to completely bring more women to the table, more diverse voices. I’m a part of the WIRe exec committee, we do fork over money. At this point in our career, we should be able to pay for this, but if anybody wants to join there is never any cost to join and there’s never any cost for the events. So I’m happy to sponsor that, and just bring women together and men who are supporting women in market research, and we network.

We did something fun at the conference, we did an actual trivia game, and we gave away tons of prizes because I feel with COVID-19 – I feel everybody needed a little bit of a break. We do get that when we’re in person, we get that cocktail hour, we get maybe some events, some parties, and things like that. When you’re virtual, you’re not getting that kind of connection, so I thought it was really important and I could kill two birds with one stone although here at Little Bird Marketing we don’t believe in killing birds. We could have some fun and network, but we could also then be putting money toward a program that really does matter in this industry.

[DUNCAN] Yeah, I found that too. It was really the best opportunity, that one event, I think, to get that feeling of comradery that you get at a conference, and actually like you’re saying, have a happy hour. Maybe have a toast, raise a couple of glasses, and rub shoulders with other folks in the community. I really enjoyed it, I really did. And honestly…

[PRISCILLA] I’m glad you enjoyed it, but if you get involved in the chat as you did, you can see that people are funny, and they’re inviting in the chat. It may seem a little bit weird to try it out at the beginning, but if you just get in the chat and start talking with people, it starts coming very naturally.

[DUNCAN] Yeah, it was great. That chat feature in the virtual conference – for some folks that might not have the gift of gab that you and I have, having the opportunity to actually approach folks in that setting – I noticed a lot more people reaching out.

[PRISCILLA] Yeah, yeah – that and also for those people who don’t maybe feel comfortable with starting that kind of conversation, … being on social media at the time while you were in the conference is a fantastic way to start really meaningful conversations. All you need to do is give someone a pat on the back, give them some props, or some kudos for something amazing they said in the actual event, in the session. You can do a nice little graphic and say, oh, this was great, what so-and-so said, but I am not joking. If you actually listen with an ear, to be calling out some great things that are happening and you broadcast that on your social media, you really can make a lot of positive connections, and it’s fun. It’s fun giving other people kudos for great conversation starters.

[DUNCAN] A hundred percent, a hundred percent. Now there’s something that happened at the conference that was pretty near and dear to my heart. The first annual market research podcast awards that you were a very big part of. I wanted to ask you… I had a really great time attending and getting to rub elbows with other members of the now very much growing market research podcast community, how did it go on your end as the creator of the award and the event emcee?

[PRISCILLA] Well, we loved it. My team kept the winners a secret from me because I just didn’t want to know and I wanted to be able to announce the winners. Obviously everybody’s always asking me, “How’s that going? How’s that going?” But I love my podcast, and I love using it to promote other people, and I really wanted to do two things. I wanted to acknowledge, first of all, that it’s hard to make a podcast. People should stop and really appreciate it. Sometimes I think it gets taken for granted in an industry, the people who take the time to curate the content, make the record. I mean, it’s expensive and it’s time-consuming. I wanted to number one, just give kudos to those people and give them the recognition that they should be getting all through the year.

But secondly, I wanted to turn more people onto listening to the podcast. So I felt like if we ponied up and gave this award away, all it would do would help the entire industry. Of course, we’re not eligible for the award, we’re not a market research podcast, so it was just nice for us to be able to find something that we can do to support the industry from a little bit on the outside. I wouldn’t say we’re necessarily on the outside, maybe we’re on the front row with popcorn to the market research industry. We want to support it. And I do really believe that the more podcasts that we have that are meaningful, the better conversations we’re going to have out there, the quicker we’re going to share ideas and collaboration in really great innovation.

[DUNCAN] Well, I think it’s awards like that too that really elevate the position of podcasts in the marketing mix, so I really got to thank you for that as a podcaster as well.

[PRISCILLA] Well, good. I’m so glad that you got nominated, and I do think it is an award to get nominated. But I guarantee you as our team comes around and really give the social, yeah, there was one winner and two runners-up, but I got to tell you, we’re going to spend just as much time promoting the work that everybody who is nominated did because that’s the whole point, to get people to find something new. Maybe they don’t have to listen to a podcast every day, but if they could change their behavior a little bit and once a week find something new to listen to, it absolutely will do a big piece of cross-pollination of ideas in this industry.

[DUNCAN] A hundred percent. You’re pretty much guaranteed to learn something in almost every one of these podcasts. Not just ours either, I’m not just tooting our own horn, the winners, and the nominees, as well as everybody else who was nominated, it was just a really good gang of really heavy hitting really good hardcore podcasts. And to be even in the same room was quite a hoot. I should ask you, is there anything coming up on the horizon for yourself? A little bit marketing? Any speaking or any conferences coming up?

[PRISCILLA] Yeah. This is crazy busy season [crosstalk 00:10:34] for me. Yes, I am not traveling, but all of those conferences once again went online. I guess two big things on the horizon, I’ve got the next couple of weeks just crazy busy with shows, but Ask Your Target Market, which is aytm.com, they are doing an insider virtual conference. That’s September 23rd and 24th, and I’ll be speaking to that group actually about something very different that I don’t speak about very often, and that is about personal branding. In the middle of who we are as insights professionals or marketing professionals, we’re always pushing brands and pushing projects, but really also as professionals we need to be thinking about, how are we taking care of our personal brand? So I’m going to be talking about that there.

But near and dear to my heart coming up this December, December tenth, we’re going to go virtual of course, but it’s insights marketing day. It is specifically for small to medium insights marketing firms for them to stop, take a deep breath, and get some ideas about how to market themselves. I feel like sometimes it’s a taste of the cobbler’s kids that have no shoes, you have all these market research firms that do amazing research and help with marketing for all these other firms, but they don’t stop and take care of their own marketing. So we put a whole day out where they can hear about, what’s the latest? How can they get that competitive edge? How can they actually promote themselves as a company? And that’s coming up in December. We do that in collaboration with GreenBook, and also with Keen as Mustard from across the pond, so it will be December 10th. You can find everything on Little Bird Marketing on our events. I’m sure it’ll populate here very soon, but that’s coming up in December and it is absolutely the place to be virtually this December.

[DUNCAN] Yeah, I can’t agree more. In fact, knowing that it’s virtual, I’ll be there with the bells on. You won’t be able to keep me away. I should also mention too, you’ve got a podcast of your own, Ponderings from the Perch, the Little Bird Marketing podcast. Folks can find that on the Little Bird Marketing website, correct? As well as most podcast players?

[PRISCILLA] Oh, yeah. We’ve got them all across the board, whatever it is that tickles your fancy with podcasts, we’re located on there. But you’re right, it’s Ponderings from the Perch, and we talk everything about marketing. Also, we have a lot of interviews from big heavy hitters inside market research, but also in the actual content marketing world. I like to give tips and tricks, and I also like to try and help people just maybe change their mindset just a little bit about how they might have been attacking a wicked challenge they’re facing.

[DUNCAN] Yeah, it’s definitely saved on my favorites. I don’t miss an episode. Thanks so much for coming on at a very, very busy time for you. I really appreciate it. [crosstalk 00:13:12]. And thanks so much for the awards and everything.

[PRISCILLA] Absolutely, you’re absolutely welcome, and kudos to you and your team for all the work that goes into the podcast. I hope that you got a little bit of being a sung hero instead of always being an unsung hero.

[DUNCAN] That’s awesome.

[INTERSTITIAL MUSIC]

[INTERVIEW SEGMENT #2]

[DUNCAN] Next, we’re talking to Insightrix data scientist, Ifeoma Adaji, about her time at IIEX North America 2020. Hi Ifeoma, welcome to the podcast.

[IFEOMA] Thank you, Duncan.

[DUNCAN] Well, it’s really great to have you on, especially to talk about the IIEX North America 2020 conference. How was it? We were all attending this year, but I’m curious to hear about your thoughts.

[IFEOMA] I think it was a good place to learn about the latest research and methodologies that are being used in research, and to also connect with other people in similar roles around the world. It was really good for me.

[DUNCAN] Did you get to check out a lot of the sessions?

[IFEOMA] Two sessions, I attended two sessions – one of them sizing, and that was storytelling reporting, and the other one was death to sentiment analysis. That was on Thursday.

[DUNCAN] Both of those sound really interesting. Can you tell me a little bit about the first one?

[IFEOMA] Yeah, so the one of storytelling … was held by…, he’s the consumer insights consulting person. So the idea is that when you’re trying to … a report for a client, there are many ways that you can tell a story using the data that you collected from a study that was conducted. And the way you tell the story really matters depending on the type of data. He mentioned two types or two parts. One was the narrating it and the other one was discovery. In narrating he said that you start with a problem, and you systematically go through how it was solved. And with the discovery, you take the client along your discovery journey and you help them to get that aha moment. So it’s more of creating timelines, this happened at this point, and then we did this. For the first type, narrating, he said that it’s mostly better with surveys or large datasets, and with the discovery it’s typically easy to do that when you have multiple sources of data.

[DUNCAN] I’m really glad to hear a lot of people are looking into storytelling reporting too because there’s nothing worse than a data dump, right Ifeoma?

[IFEOMA] Yeah, yeah. Another thing I found interesting was that a lot of the comments he made on how to do the actual reporting, were things that we have talked about in the office with Sharday. He talked about using templates, and I know that when we were having our sessions at work, Sharday always mentioned how you could use templates and she gave us several links on where we could find templates that we could use. He also talks about how we can leverage white spaces in our reports, and I know Sharday mentioned that because I went back to check my notes. Things like using … or the font, the color, these are all things that he mentioned and I felt half glad because these are things that we’re already doing at Insightrix. We are using the latest methods that most people are using. So I felt glad knowing that that’s what we’re doing already.

He also talked about having a full … how you can create charts and then kind of direct the reader’s attention to just one paragraph based on that chart, different ways that can be done, and also how we could use words when describing things that are happening in a chart and not use too many words or too few words. So all in all, it kind of aligns to what we’re doing currently at Insightrix, and the kind of things that Sharday has been pushing for us to do over the past few months.

[DUNCAN] Yeah. I should mention, if this is the first episode you’ve ever listened to of the podcast, or if you’re just jumping in, Sharday Torgerson is our Creative Lead and Digital Strategist here, and she leads the pack on our, I guess you could say, data visualization. She consults a lot on how we prepare reporting. If you’re looking to ever check out an episode where Sharday is actually talking about a lot of this stuff, check out the episode, market research and data visualization. It’s a really good one, and it’s a great introduction to Sharday as well.

Getting back to the conference though, real quick Ifeoma, the other one that you checked out, the other session, death to sentiment analysis, I got to pick your brain a lot about that because I’m kind of a sentiment sentiment… Say that five times fast. Sentiment analysis. I do it a lot in my work, so please tell me a little bit more about that because that sounds like one I should have checked out myself.

[IFEOMA] The session was chaired by Francesco, he’s the co-founder of a company called Pulsar Platform. And what he was trying to say, from my understanding, is that doing simple sentiment analysis, for example, saying this was positive or negative, if this comment is positive or negative, is not enough to give insight into what a person is doing or what they’re trying to say, that what should be done instead is what he calls vertical AI. And that’s using machine learning to classify texts according to existing frameworks, or maybe specific to say a case study or an industry. I’ll give an example. For example, if you want to find out more on maybe three texts or chats on Twitter or social media, simply saying that these comments are positive or these comments are negative, why not give more insight into the people that are having the discussion or what the discussion is about.

But if you go further and create a dimension or create a personality AI, for example. And personality AI in this case could be a dimension for measuring personality, which could include things like sincerity, excitement, competence, sophistication, and then use these dimensions to measure the different comments. Then you’ll get a better sense of the personalities of the people chatting. For example, instead of just saying it’s positive or negative, you could say things like, oh, we have 70% sincerity, and 20% excitement, or some other dimensions. This is what he was trying to say, that positive or negative is not enough, but building frameworks or building other vertical AIs around the existing dimensions will give you more revelation into what’s being said by the data.

[DUNCAN] That’s so cool. To hear that this is something you could automate is pretty cool. As well as the fact that you’re able to pull so much more data out of it.

[IFEOMA] Yeah, yes you can. I mean, there’s no limit to what you can do. You could have a personality AI, you could have a leadership AI. I wonder if you can define dimensions of leadership. You can have leadership AI, you could have maybe a cloud AI, for example. As long as you can define dimensions of a thing, then you could have a vertical AI. It’s also good because it’s machine learning trained, so all you need to do is to build your model and [inaudible 00:22:07] accordingly based on the different dimensions.

For example, the personality AI, you want to use sincerity, excitement, competence, to measure personality. You just need to find or create sentences that describe excitement, sincerity or competence, or in your list of the sentences you’re trying to determine what personality you have. For example, in building your model, you could go through some of the sentences to classify them, and then train the model using those classified sentences, and then any new set of sentences you bring in, the model automatically classifies them into a different dimension. It’s using machine learning as it should be used, and it takes a lot of guesswork out of you trying to understand or trying to classify sentences.

[DUNCAN] That’s so cool. Big question, the conference is also a really cool event to get ahold and meet new folks in the industry and maybe do some networking. Is that something you had a chance to do?

[IFEOMA] Oh yes, I did. I … in the chat session, and I also reached out to some of the participants outside the conference itself. I connected with some of them on LinkedIn too.

[DUNCAN] That’s so awesome because these things are a great chance to learn, but they’re also a really great opportunity to let your hair down and meet some new people and actually exchange some ideas. So that’s really cool.

[IFEOMA] Yes, I agree. I think it’s very important to attend such conferences and participate and build a network of all the professionals. Yeah.

[DUNCAN] I really want to thank you for coming on the podcast and sharing your experiences with us. I really appreciate it.

[IFEOMA] Oh, thank you so much, Duncan.

[INTERSTITIAL MUSIC]

[INTERVIEW SEGMENT #3]

[DUNCAN] And finally, to round out episode 21, we’re speaking with Brandon Bellows, Insightrix research associate, to hear about his experiences at IIEX, and some of the sessions he attended. Hi Brandon, welcome to the podcast.

[BRANDON] Hi Duncan, thanks for having me.

[DUNCAN] You were just recently at the IIEX North America 2020 conference with a lot of other members of our staff. What were your general impressions?

[BRANDON] Yeah, I was. It was really good. Obviously it was online this year, which made it a lot more accessible, and that was really nice. I think the first thing that stood out to me is really how organized the entire thing was, I guess that’s really important obviously when you are online. Sort of in the early days of COVID, there were a bunch of training sessions and seminars and those sorts of things that were being moved online, and it was good. You could tell that people weren’t used to [inaudible 00:25:21], getting it all set up, so there was a lot of bearing with people.

One thing that really stood out to me about this conference was how it was set up very nicely. There was a good flow, there was good communication even when there were hiccups. There’s always a few things like that, isn’t there? But you sort of knew exactly what was coming, all of the sessions, and in every session everything was laid out really well. That made it really easy to attend and afterwards I’ve listened to a recording here of the session, and all that was laid out very well.

[DUNCAN] Yeah, I found it was really cool for that. Actually after the conference ended, they sure did make it pretty easy to check out some of the recorded sessions. Didn’t they?

[BRANDON] Yeah, for sure. Usually there’s quite a wait there, isn’t there? But they just sent out an email here and it was pretty quick. They said most of the sessions are ready already and some more will be coming online soon.

[DUNCAN] Did you get a chance to check out any sessions?

[BRANDON] So, I had a chance to check out two sessions.

[DUNCAN] Excellent.

[BRANDON] There was one that it worked – I was able to go live in person. Then, like I mentioned, I checked out a recording …

[DUNCAN] Which ones did you check out? Which one did you check out live?

[BRANDON] So, the one I checked alive was a session on storytelling. From the context I was watching that. I’m involved with a lot of the report writing, so that was really helpful. I really wanted to take out sort of those sessions that are maybe a bit less strategic, that’s less of my role here. I’m more involved in the day-to-day dealing with clients and working on the deliverables, so I wanted things that impacted those. I guess, like I said, the first one focused on that storytelling aspect there, so that was good in getting some takeaways there. The second was a session on some software to do causal research.

[DUNCAN] That session you attended on causal research, that sounded really interesting. Maybe you could tell us a little bit about it.

[BRANDON] Yeah, it definitely was really interesting. Like I said, I’m involved on a lot of the numbers side here, so there’s quite a lot of math lying behind some of causal research here, but I guess it’s really high level. First of all, in the session, they introduced a bit what causal research is because it’s not something that’s really at the forefront of a lot of the analysis we do at least in most market research companies. And the reason for that is because it’s very computationally intensive. So it’s all about looking at relationships between different either attributes or variables or different, I guess, entities or objects in your data set.

If you have two variables, there might be one relationship there, but if you go to three variables, then for each object, there’re relationships with two others, so there’re six to look at. And if you add a third or you go to, I guess, a fourth object, it increases even more from that because each object has three relationships to look at. So when you get up to 30 plus attributes or variables, which isn’t uncommon for studies, that’s trillions of relationships, so computers could get tied up taking weeks to run those results. What the session was largely showcasing was a new platform that’s being developed to do this type of research, and to do it very quickly. It takes sort of under 15 minutes for most studies that they were showing. So, it was really interesting to look at that area.

[DUNCAN] That sounds really, really cool. That sounds really cool. You also attended that session about storytelling and reporting. I know our data scientist, Ifeoma, actually attended that one as well. We talked to her a little bit about it, but I’d love to hear your take as a researcher.

[BRANDON] Yeah, for sure. It was fun to see Ifeoma there because I saw her in the chat as we were going through it. Yeah, that was a very interesting session to go to because for my whole time here, there has been an emphasis within Insightrix in trying to take sort of a storytelling approach when writing reports. Sometimes you go to different training, a lot of it is maybe similar, but one of the cool things going to this one was to see them mention a few things that we do very regularly in our reports writing, and I guess some sort of confirmation of those things we’re doing. Some of the things I picked out there are, they talked about how using templates is great, and once you have something set up, reuse that especially if someone else is seeing it. We do things similar to that.

Some of the different charts styling, I guess, ideas that they gave, they were right in line with what we do. Then also beyond that, even sort of the styles of presentations that you give, instead of just reusing the full report when you’re presenting it to someone, you can really go beyond that. You can create two versions and be mindful to [inaudible 00:30:38] a bit of a different environment there, so it was cool to see those things.

There were definitely also some other, I guess, learnings and takeaways that I think I can apply going forward. I think one of my main takeaways was the speaker talked a lot about focus and he gave a really good, I guess, analogy that if you’re reading a book or something, you can think about how the author has something in mind for where he wants to take the audience, or he or she wants to take the audience, I suppose. And then through that, it really lives out what they include in the story then. So it’s much more of a narrative approach, and I’ve definitely been thinking a lot about that since then.

I know a lot of the time when writing a report, sort of the classic default to our program, to … our minds, is that in a report it’s all about getting all the data or information into whatever format you’re presenting it. And you don’t think about how it’s laid out, maybe naturally, because it’s all about the content. I was challenged by some of the things that the presenter talked about there. One of the lines he said is, “Think about where you want your audience to have that aha moment, and then take them there. Don’t sort of wait for it to magically appear or hope that it will, that’ll be intentional.”

Something I’ve even been thinking about early this week, since I watched the session, I was working on one report where, I guess on the slide you can visualize this, we had a line graph doing a trend on the left side of the screen, and it was sort of a detailed view of the data, then on the right we had a table with some summary values. In the session, they talked a bit about how the natural reading progression in the West is you read left to right, isn’t it? Even in that I was thinking about, okay, what I really want the person who reads this slide to look at is to focus on the summary values, so all I did on the slide was I flipped what side each things are.

What I wanted the person to really pay attention to, I put on the left side because there, I’m thinking, this is the first thing they’re going to look at. This is where I want their focus to go – let me try to structure the report around that. And then put some of the more detailed things over on the right side, so if they want to get into that later, they can do that sort of having the flow that I was hoping for. So, it’s a bit of a different way to think about things. I definitely had some great takeaways there I think.

[DUNCAN] That sounds really awesome. Well, it sounds like you totally had a pretty good time attending the conference.

[BRANDON] Yeah, definitely.

[DUNCAN] Awesome.

[BRANDON] Definitely a really high-quality convention. It was great to have that opportunity to do it.

[DUNCAN] Well, I want to thank you for coming on and sharing your experience there. That was really great.

[BRANDON] Oh, thank you, Duncan.

[INTERSTITIAL MUSIC]

[EPISODE CLOSE]

[DUNCAN] And there you have it. We’d like to thank Priscilla McKinney for taking the time out of a very busy schedule to come and share her experiences with us. If you’d like to know more about Little Bird Marketing or the marketing podcast they produce, Ponderings from the Perch, check out their website at littlebirdmarketing.com.

We’d also like to thank Ifeoma Adaji and Brandon Bellows for coming on the podcast to recap their time at the conference, as well as some of what they learned in the sessions they attended.

And of course, we’d like to thank you our awesome listeners. We really appreciate all your support. If you’d like to keep up to date with all the news and happenings at Insightrix Research, you can follow us on social media, like LinkedIn, Twitter, Facebook, and Instagram. Just search Insightrix Research to follow us.

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Thanks again for listening. We’ll be back in another couple of weeks with another episode of Stories of Market Research: The Insightrix Podcast.