By Greg Heist, Chief Innovation Officer & Jill Heist, Methodologist

Organizations have relied on the steady flow of thoughtful, high-quality consumer opinions for decades. They’ve counted on these mostly anonymous groups of people to assess products, provide feedback on experiences, and share intimate details of their lives.


By Ivan Bojanic, Senior Integration Architect, Arti|fact

Vinyl records, mechanical Swiss watches, board games, and Polaroid-style instant cameras are just a few examples of seemingly obsolete products that are booming despite the ubiquity of cheaper and more versatile digital alternatives. What explains this, and what can product innovators and marketers learn from it?

Innovation as redefinition

We like to assume that innovation evolves exclusively forward.


By: Sarah Tarraf, Director, Analytics

The stereotypical image of a data scientist is that of the harried analyst, hacking away late into the night in an unrestrained startup environment, tapping into massive amounts of data to uncover interesting relationships that explain once-unexplainable phenomena. What we tend to ignore is the more common scenario—a data scientist working in an established corporate environment with a limited technology budget and an incomplete infrastructure.


by Greg Heist, Chief Innovation Officer

“The future belongs to those who see possibilities before they become obvious.”  — John Scully

Picture this: your organization owns a fully-functioning time machine. Armed with such a device, you unfailingly know what to offer consumers, and when to do so to maximize your competitive advantage.


by Greg Heist, Chief Innovation Officer

The mega drought that has plagued California over the past four years has gained global attention. As the much-hoped-for relief from this water crisis evades Californians, increasingly austere usage restrictions are quickly becoming a fact of life for more than 12% of the U.S. population.

While we have yet to see the ultimate implications of this crisis play out for California and the rest of the U.


By Greg Heist, Chief Innovation Officer

“History does not crawl. It jumps.” ― Nassim Nicholas Taleb

About eight years ago, I had a profound professional awakening.  In a moment of clarity, I realized that the world was changing far more rapidly than I had ever imagined. I recognized that the traditionally staid world of market research would be turned upside down by a series of cultural and technological currents that would permanently change the landscape and future of an industry.


By Greg Heist, Vice President, Strategy & Innovation

The semi-annual release of the GRIT report is always a must-read item. This temperature check of the insights space illustrates a collective view of our unfolding future.

When reading GRIT, I tend to look for divergences and gaps. How has time shifted perceptions?  Where are the disconnects between client-side and agency-side researchers?  What do the results say about what we should pay attention to as we forge this brave new world?

After digesting this issue of GRIT, three things are on the forefront of my mind:

Mobile has both arrived and become a centerpiece of our industry’s future

Of all the things that mobile promises, the mobile survey is arguably the least compelling.


By: Greg Heist, Vice President, Strategy & Innovation

It’s been taken for granted, increasingly opted out of, and suddenly, this thing we call privacy is becoming very public.

This May, IIR’s Future of Consumer Intelligence will feature not one, but two, keynotes on privacy and how it relates to the lifeblood of our discipline: data collection.


Amy and I have recently introduced the idea of insight curation to the industry—she at IIR’s “Future of Consumer Intelligence” in May and I at MRA’s “Insights & Strategies Conference” in June. The idea had been brewing for a year, and we chose these engagements to unveil the theory underpinning this future practice. While it’s no surprise we’re personally jazzed about the notion of curation, the reaction from both clients and agencies signals that we’re onto something big – something that will bring clarity to the complex matrix of knowledge that organizations grapple with day to day.

I love that innovation is focused on powerful ideas with the potential to change the future.

Inside of our heads, ideas possess a pristine perfection making them so appealing that we simply must act on them. But there’s nothing more important than figuring out that this idea that you’ve grown to love is taking you down the wrong path.


From insightful research to decision intelligence, we stand at the ready. How can we help you?

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