Playbooks are a great educational tools present in all industries for a variety of different audiences. Sports playbooks are most likely the most well-known example of a playbook, containing key information on different strategies, players, locations, equipment, policies, ethos, future season scheduling, and so much more. But there are also sales playbooks and business playbooks that contain similar, but more specific business-orientated information and tactics.

These business playbooks help departments and teams stay aligned within the objectives and strategies playing out across an organisation, so all efforts ultimately aid in elevating the business and achieving those goals. …


After more than 10 years working in online and mobile market research I have worked with many insight, product and marketing professionals to set-up insight platforms to guide the business to success.

In order to deliver success from your insight tools it takes careful consideration of what you want to achieve, there are a wide array of options on the market and we have written about important considerations in the process before. But today, I want to share a few potential pitfalls and how to avoid them. If you have an appetite for innovation and trying out new things then…


The challenges insight professionals face today are significant, some new, and some we have carried with us since the very start. Investment, education, redesigning research strategies for the changing times, proving the value of insights, and more are constantly discussed in articles, podcasts, networking and conference events, and social media.

Progress to move past them is tough, but achievable if we work together. Last week, FlexMR’s Research Director, Maria Twigge, hosted a roundtable event with eight prominent insight professionals from a variety of different industries:


Important decisions happen every minute of every day. As normal people, we take the information apparent in that moment to make the best decision possible; as insight professionals we are responsible for producing as much information as possible for stakeholders to make decisions with. Understanding both sides of the coin helps insight teams know exactly what insight is needed at each moment in time.

We in the insights industry are constantly searching for ways to deliver insights at the speed of business, capturing customer reactions as soon as possible, while minimising bias and increasing the impact and reach. …


Building a strong client-agency relationship in the insights industry can be tough, mainly due to a perception gap about the other party on both sides of the relationship.

One of our whitepapers tackles this very topic; FlexMR North American Client Development Manager Heather Wendlandt conducted qualitative in-depth interviews with a series of senior insight professionals on both sides of the equation. What Heather discovered was a number of miscommunications taken on both sides driven by the lack of understanding without knowing how to bridge the gap.

We explore this concept further in the new video in our Casual Conversation series…


When it comes to research communities, improving data quality lies at the heart of every successful research community panel. That’s why, when discussing community panels, I can’t help but turn the spotlight onto the opportunities that good data quality creates. By putting data quality at the forefront of community panel research activities, insight professionals guarantee captured insight is robust and add confidence to strategic decision making.

While community research panels have long been known for their agile research results and ability to deliver on speed, improving data quality is a step that is often overlooked in both newly-created and mature…


Consumer changes and trends have never changed so profoundly as they have in the last twelve months, with consumer attitude, behaviours and purchasing habits altering considerably and forcing businesses to evolve at a rapid pace. Whilst purchases are very much centred around basic needs, people are shopping more consciously, buying local and are embracing digital commerce.

To give the economy the best chance at recovery, brands must be more connected than ever before with their consumers so that they can meet modern demands and flourish in the new world.

What Do Consumers Want?

According to ‘Connecting the Dots 2021’ report by Global Web Index…


While quantitative data enjoy a warm, positive reception across most businesses — engaging decision-makers with qualitative insight can often prove a greater challenge. Lacking in statistical rigour, the individual and human perspectives that qualitative research brings to the table are easy to overlook for many. However, to do so is to ignore an important, contextual basis for decision-making. As insight professionals, we know this. We understand the balance between qual and quant that leads to an in-depth, rounded view of customers, consumers and behaviours.

The real question that many insights professionals grapple with is: how do we ensure stakeholders and…


We often come across unexpected issues in the insights industry, especially in the research process things never go quite as smoothly as we might desire. However, if there is one thing we can agree on, it is that quality is something that should never be compromised on, even when we’re working to a tighter than usual schedule. How can we safeguard quality while speeding up qualitative fieldwork?

Have Quality Control Tools Ready in your Stack

When time is of the essence, utilise resources in your research technology stack. For example, have a good recruitment or sample provider on tap to help aid you throughout the research process. These…


Delegation is one of the most important management skills we could learn in any profession. The ability to hand off the right task to the right person can be tough, especially if you’re not sure if you have the right person on hand, but mostly because it’s one of the biggest acts of trust you can find within the corporate workplace.

In the insights industry, delegation is more important than ever. With the amount of data we sift through on a daily basis, it can be hard to keep up with it all and we end up being buried in…

FlexMR

We empower brands to inform every decision at the speed of business by delivering on-demand insight and enterprise grade research technology. www.flexmr.net

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