Insights vs Findings
Lessons learned from the trenches
Abstract
How wonderful life would be if we researchers were free to study whatever issues we wanted, and generate findings that we found personally interesting! Unfortunately, market and opinion researchers do not have this luxury. When strategic business decisions are at stake, it is important that research generate not just findings, but insights, and this presentation will discuss differences between the two. (Hint: the shortest distance between research and a company’s financials is the one bridged by insights, not mere findings.)
Marsha E.Williams
Marsha E. Williams is Senior Vice President of Research and Planning at MTV Networks USA, responsible for Brand and Consumer Insights for Nickelodeon’s Kids & Family group. This includes all brand, programming and production, merchandising, public affairs, online and other corporate consumer research for Nickelodeon, the number one kids’ entertainment brand, as well as Nick Jr, Noggin, and Nick-at-Nite.
A ten-year veteran of the company, Williams has successfully positioned Nickelodeon as the preeminent kids’ expert. Under her leadership, the Consumer Insights group has strategically informed and guided business decisions, while elevating the knowledge base of MTV Networks executives, external partners and industry colleagues with such projects as the U.S. Multicultural Kids Study, Meet The Parents, and The Digital Family.
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