Parallel Tracks: Why Brands and Agencies See Insights Differently with Steve Quirk, Quirk’s Media

Is there a disconnect between research suppliers and clients in today's market research landscape? In this episode of MRII's Insights and Innovators podcast, Jon Last, President of Sports and Leisure Research Group, interviews Steve Quirk, President of Quirk’s Media. They discuss the challenges brands face with the proliferation of research platforms, the importance of articulating a clear value proposition, and the impact of private equity on the industry. Learn about the skills future market researchers will need and the potential for AI and other technologies to reshape the field. Click subscribe to never miss an episode and visit us at mrii.org for more market research insights.

 

00:00 Introduction and Sponsor Message

00:26 Meet the Guest: Steve Quirk

01:36 The Disconnect Between Buyers and Sellers of Insights

04:58 Challenges in the Market Research Industry

06:16 Impact of Private Equity on Market Research

09:00 The Role of ResTech and AI in Market Research

16:44 The Future of Market Research Skills

18:59 Predictions for the Next Decade in Market Research

22:55 Conclusion and Farewell