00:00How did you guys realize that this was something that needed innovation? What
00:04what about the industry, what about your experiences inspired this? Yeah well we
00:08didn't have a huge amount of industry experience at the time. I mean I was
00:11studying computer science, Charity was in global business, we were both in
00:14university knocking heads. We started as a consumer panel company so we were
00:18trying to solve the problem of engagement in like survey responses. We did a really
00:22good job of that in Ireland and then we realized that globally it was difficult
00:25to scale but also not as big a problem. There was great panels all over the
00:29world. So we started working with Tesco and Diageo closely and understanding
00:35what problems they specifically had in those markets and really it was focused
00:38around speed and then the quality of the insight that they got at the end. So we
00:42started layering in our AI technology to design the research, gather the data and
00:45analyze that insight. I think we're sometimes you're better off being lucky
00:48than good and we found ourselves in an industry which was dominated by
00:52repeatable human tasks and there's this feeling of no one ever got fired for
00:57using IBM, no one ever got fired for using Ipsos or the market research agency
01:00in that local market. So there's that feeling because when people are buying
01:03data they're usually buying trust and comfort in a decision, they're not
01:06actually truly buying the insight. So we found ourselves in an industry that was
01:10dominated by like very talented, expensive and experienced humans doing every task
01:15which meant it was kind of ripe for disruption but like that wasn't any sort of
01:19like business strategy plan. We kind of fell into an industry and the more we
01:22kind of went into it, the more we realized it lacked a lot of technology, first
01:27principles thinking. It was filled with exceptional people that we felt weren't
01:31giving themselves enough credit and market researchers would scream and not be
01:34listened to and I think we are trying to elevate them to the C-suite in terms of
01:38the types of decisions like every senior person in a brand or every junior
01:41person in a brand should be able to get research but at the before we entered the
01:46space it felt quite inaccessible and truly it was just expensive so only the big
01:50brands did it but if you were a challenger brand trying to come into the
01:53market you would spend all your money on advertising and no money on
01:56understanding why are people buying or how are people buying so it's smarter use
02:00of money so that's why we're trying to really change the thinking around the
02:03industry. Yeah and the people working in Insights are amazing strategists like they
02:08understand their brands really well they understand the problems their brands
02:10have really well but they're having to spend hours every week trying to pick
02:14the perfect question to reach the right consumer which really isn't a
02:18problem that they need to be solving they want to be looking at their brand and
02:20then we take it from there.
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