In an insightful interview on RealEye.io, Adam Cellary hosts Richa Dubey, a seasoned professional with two decades of experience in insights and analytics. Richa's extensive background includes roles at market research giants like Nielsen and Kantar, as well as leadership positions at Unilever and Carlsberg, where she specialized in innovations, social media analytics, and customer centricity.
Richa discusses the substantial yet under-recognized impact of the insights and analytics sector, emphasizing its evolution from traditional data collection to a more nuanced interpretation that transforms raw data into actionable insights. She illustrates the critical distinction between data and insights with examples, highlighting the role of insights professionals in connecting the dots to answer business questions and drive strategy.
The conversation shifts to the application of market research in real-world scenarios, where Richa explains how insights can guide decisions at every stage of a product's lifecycle, from market selection to post-launch evaluation. She also touches on the changes in consumer behavior, the importance of understanding these shifts, and the role of technology in enhancing research methodologies.
Adam and Richa delve into the significance of technological advancements in the field, exploring how digital tools, from online interviews to AI and machine learning, are revolutionizing the way insights are gathered and analyzed. They discuss the increasing importance of collaborations between market research firms and technology providers to leverage these innovations for deeper, more efficient consumer insights.
Richa further shares her perspective on the future of market research, stressing the importance of blending technological advances with human-centric approaches. She advises new researchers to remain adaptable, embrace technology, and maintain a close connection with consumer behavior to stay relevant in this dynamic field.
The interview not only sheds light on the evolving landscape of market research and insights but also provides valuable advice for aspiring professionals and highlights the indispensable role of technology in understanding and predicting consumer behavior.
