The 11 secret herbs and spices of market research tech with Bryan Smith

In this episode of the "Now That's Significant" podcast, Michael Howard interviews Bryan Smith, Product Evangelist & Implementation Specialist at Ipsos, to explore the intriguing world of market research technology. Bryan, a self-proclaimed data enthusiast and efficiency advocate, shares his valuable insights on navigating this evolving landscape. With a wealth of experience and a passion for innovation, Bryan offers invaluable advice for anyone looking to elevate their brand and navigate the complexities of the digital marketing world.


The Magic of KFC’s Twitter: A Lesson in Audience Engagement

Let's kick things off with a fun fact: KFC’s Twitter account follows exactly 11 users—5 Spice Girls and 6 people named Herb. This clever nod to their secret blend of 11 herbs and spices has garnered immense attention, showcasing the power of creativity and engagement in social media marketing. But what’s the underlying lesson here? It's about understanding your audience and using technology to create meaningful connections.

Why Technology Adoption Matters

Brian emphasized that successful technology adoption hinges on a few core principles:

  1. User-Centric Focus: Understand what the end user needs and how they will benefit from the technology. This approach ensures that the technology serves its intended purpose and drives meaningful change.
  2. Start Small: Avoid the temptation to boil the ocean. Begin with small, manageable projects that can demonstrate tangible benefits and build momentum.
  3. Communicate Benefits: Clearly articulate the advantages of adopting new technology. This communication should resonate at all levels, from leadership to day-to-day users.

The Benefits of Market Research Technology

Implementing market research technology offers several benefits:

  • Increased Efficiency: Automating repetitive tasks frees up valuable time for more strategic activities.
  • Enhanced Data Accuracy: Technology reduces the risk of human error, ensuring more reliable data.
  • Deeper Insights: Advanced tools enable deeper data interrogation and more nuanced insights.
  • Better Decision Making: Real-time access to data and insights facilitates quicker and more informed decision-making.

Real-World Success Stories

Brian shared several anonymized success stories that highlight the positive impact of market research technology. In one instance, a company used a new platform to streamline data delivery, reducing manual errors and significantly speeding up their reporting process. Another organization leveraged technology to create interactive dashboards, empowering their clients to explore data independently and uncover insights tailored to their specific needs.

Setting Up for Success

To set your research team up for success with technology adoption, consider these steps:

  1. Assess Needs: Understand the specific challenges and opportunities within your organization.
  2. Select the Right Tools: Choose technology that aligns with your goals and user needs.
  3. Pilot and Iterate: Start with small projects, gather feedback, and refine your approach.
  4. Foster a Supportive Culture: Encourage open-mindedness and provide training to ease the transition.
  5. Measure Impact: Track the benefits and continuously assess the technology’s effectiveness.


In the realm of market research, embracing technology is not just a trend; it’s a necessity for staying competitive. By focusing on user needs, starting small, and communicating benefits clearly, you can overcome resistance and unlock the full potential of market research technology. Whether it’s enhancing efficiency, improving data accuracy, or delivering deeper insights, the right technology can transform your business and drive significant success.

 Tune in to "Now, That's Significant" for more insightful discussions on market research trends and innovations.

No Comments Yet

Let us know what you think

Subscribe by email