E51 Joel Vermaas - Market Research in the Age of Agility: Get Faster, More Actionable Insights

The Company Road Podcast

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“Any little action, no matter how small, can make a huge difference.” - Joel Vermaas

This month’s theme

Joel Vermaas, a seasoned researcher and founder of Vibrant Insights, breaks down the dramatic shift from traditional methods like face-to-face interviews to the data-driven approaches of today.

Joel also shares his passion for the vast and ever-changing landscape of market research, highlighting the opportunity to delve into everything from consumer goods to life's most delicate moments.

Listen and gain valuable insights from their target audience and make informed business decisions.

In this episode you’ll hear about

• How research has transformed from traditional methods to a data-driven approach.
• Why critical skills are needed to thrive in the dynamic world of market research.
• What is the importance of "backwards market research" to focus on actionable outcomes
• How to avoid common pitfalls that can derail your research efforts.
• The exciting world of choice modelling and its power to inform product development.
• How AI can be used to gather data and generate insights

Key links

• Vibrant Insights
• LinkedIn
• Instagram
• Facebook
• The Research Society
• Australian Data Insights Association
• Mark Ritson’s article Backwards Market Research
• Joel Vermaas LinkedIn

About our guest

Joel is the founder of Vibrant Insights – a market research, insights and strategy agency at the intersection of commercial work and community, helping brands thrive. Joel has been in research for nearly two decades, and worked at some of Australia’s leading quantitative agencies.

Joel started Vibrant Insights to demonstrate that businesses can balance mindful approaches, while remaining commercially viable.

Joel, and Vibrant, does a great deal of work in the commercial space, with a range of publicly listed and private companies across property portals, digital, consumer packaged goods, quick-service restaurants, and even end-of-life (funerals, cremations, memorialisation). This includes brand/comms work, innovation, advanced techniques like segmentation and choice modelling, and harnesses a range of research tech.

At the same time, it’s about building up a ‘peace chest’ from doing this commercial work, funding the ability to engage in pro-bono / low-bono work, helping not-for-profits, while also donating 10% of profits to charity.

To Joel, it’s about a small sacrifice to profit and salary, to ultimately make the world a better place.

About our host

Our host, Chris Hudson, is a Teacher, Experience Designer and Founder of business transformation coaching and consultancy Company Road.

Company Road was founded by Chris Hudson, who saw over-niching and specialisation within corporates as a significant barrier to change

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