Nowadays, the business environment is changing faster than ever. Whether you are one of the bigger players or a smaller company, national or international, we all have the same end goal of growing our business. In the current economic landscape, we face challenges every single day to stay ahead of the competition and to keep up with the radical changes that are taking place at a speed never seen before. Consumers have become more empowered than ever and have the power to make or even break brands. In order to be able to react quickly to emerging consumer needs, companies need to collaborate structurally with them.
As published in MarketingTribune on February 24, 2015. Big data is just data, no more, no less. The current image of big data reminds me of a famous Winston Churchill statement: “Now this is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning.” Big data has taken up a fixed place in our society and will continue to grow exponentially. It is the end of the beginning, in a way that the challenge is to keep transforming big data into inspiring and activating consumer insights and to distill personal and relevant value for the consumers from it.
In recent years, InSites Consulting has been building their very own Global Community Moderator Network at a fast pace. This network of experienced independent qualitative researchers – with an average of 11 years of moderating experience – allows us to open the dialogue with consumers in their local language, with moderators embedded in their local culture and market. After a thorough screening and selection procedure, they are trained by the InSites Consulting team in the latest innovative techniques in collaboration and moderation, thus guaranteeing a consistent cross-country moderation within each project. So far they have moderated over 400 projects in 33 countries, providing us with global moderation capabilities.