The hallmarks of market research effectiveness

On this episode of Now that’s Significant, a Market Research Podcast. Horst Feldhaeuser, Group Services Director at Infotools, hosted John O’Toole, a seasoned Director, CEO, Sales and Marketing Professional, Entrepreneur and Business Growth Consultant. John is the Lead Partner – Marketing & Innovation at Nudge Partners, a managing consultant at Brandbiz Limited and also the Chief judge for the REAWARDS, New Zealand’s bi-annual celebration of outstanding market research and insights work. Horst spoke with John spoke about the latter of these involvements, to reflect on the Research Association of New Zealand's Market Research Effectiveness Awards - REAwards. The episode covers: > How market research helps organizations to short cut to consumer wants and needs, understand challenges and opportunities, and make better business decisions faster and with lower risk. And that’s what the REAWARDS showcase in particular. > How being a small but highly innovative country gives New Zealand insights professionals an advantage and often also leads to better long-term relationships - a growing trend in the REAWARDS over the last few decades. > How REAWARDS judges can only judge what is put in front of them in the awards entries. We are rewarding research effectiveness, so showing impact from research clearly is crucial. > That to become a master research craftsperson today we need to train people on a much wider toolset, including ResTech, AI etc., but cannot forget our ultimate role of understanding people, brands and relationships. > That New Zealand is of the best test markets in the world to develop and prototype many things including research – so it’s great to be here. > That entering awards and conference submissions strengthens client relationships and can grow insights businesses and the NZ Research industry as a whole.  We hope you enjoy the show.