New technology is always threatening - Until we all start using it.
As a young market research manager for 'Microtel' (which turned into Orange) I tested the idea of universal mobile phone ownership. It's hard to imagine now, but that was a pretty far-out idea in the early 90s. In focus groups, people saw it as 'taking us into the world of Star Trek' (...images of Kirk with a flip phone...). Worse, mobile phones had a serious image problem. The only people using them were men in wine bars with "bricks", brash ties and loud voices. Women said they may keep one in the glovebox, just in case the car broke down.
In short, before people could experience using mobiles, they had to be shown a product/brand that radically changed their perceptions. Research had to be sensitive and get under the skin of of these issues with ideas and concepts that would break through prejudices and fears.
When Orange (Telecoms) launched it smashed the competition and became iconic. It listened and understood its audience and created a brand and product that innovated and answered those needs. 30 years on, we look forward to a brave new world powered by the tools of AI.
As with 'wire-free telephony' of the 90s, people are fearful and uncertain. As my career started in leading edge tech so now it continues, and I am super-excited at the potential to apply AI tools in the field of primary research.
Alongside developer, Simon Fletcher, I'm embracing this future and discovering just how powerful and game-changing this technology is. I passionately believe the intended end-user should be a co-creator in any innovation, user journey or product development process. Why? because time and time again I have seen the consequences of doing it properly and of not doing it. There are always revelations, surprises, shocks and fresh ideas that emerge when talking to your audiences.
Most importantly, it means businesses can make decisions and investments with confidence. It's not about being "led" by research. It is about understanding and responding to maximise opportunity.
Our AI-powered research platform (Soothful) re-draws the long-established lines that define 'primary market research'. My hope is that it will open-up access to research to a wider cross-section of businesses (it is demonstrably faster, easier and lower cost) and help brand owners and innovators create the best brands and products they possibly can.
Check it out: https://stewartredpath.com/soothful
