A journey in connecting changing customer perceptions with Microsoft

MRMW: Firstly, what is the core message of your talk and what would you like delegates to remember?

Megan: The core message I’m hoping to land is around grit, data exploration, and the innovation journey. Trying something new in terms of marketing research methodologies – connecting consumer perceptions to revenue. I hope delegates will get a better sense of the types of data, tools, and connections to help foster this type of analysis. It will also spark new ideas around using existing insights and connecting with telemetry to create net new insights. There’s also the unlocking of new insights to help make better and more impactful marketing decisions which this new methodology has enabled.

MRMW: Why did you choose the topic of your talk?

Megan: This particular project has been a long term passion for me and it’s been years in the making. It started out as an idea on a whiteboard “what if we could understand how much revenue is gained by moving 1 point of a perception”. Then came the journey of architecting the data system and creating a privacy first solution to survey our customers and connect the data. Lastly, figuring out how to actually use modeling to answer the question at hand. It’s a true story of collaboration and innovation across a small team which led to big business outcomes. It’s really exciting to share these new insights within our organization and see the change management happening particularly on where we focus both our goals and marketing. It fits into bigger conversations in marketing as well whether it’s thinking about customer audiences or ROI.

MRMW: What motivates you to join MRMW NA 2022 and what are your expectations?

Megan: I had the privilege of attending some virtual conferences in 2020-2021 and loved the connections I made virtually. I want to make more connections in-person! At the MRMW NA 2022 I’m excited to learn, share, and connect with a broader marketing research network outside of the Washington state area. I think MRMW NA will help give me perspectives of not only tech companies, but also CPG and beyond. Marketing research problems and questions span across industries. I believe there’s so much to learn from other companies and people. I’m also looking forward to getting new perspectives and sharing what I learn back with my colleagues to help fuel new ideas.

MRMW: What do you foresee in the future of MR/Insights? What do you want/like to see?

Megan: I foresee the continued use of connecting telemetry and data science practices to customer perceptions and ideas. With the increased desire to quantify customer sentiment and more deeply understand different businesses, use of new data and unique ways of talking to customers will continue to help shape the future of marketing research. I also believe more representative/ inclusive customer sampling will continue to play an important role and I hope to see more of this to reflect the diversity of the US and global populations in a meaningful way. Lastly, I hope to learn about new research methodologies and hear perspectives that may be different from my own.

MRMW: Megan, thank you very much! We look forward to your presentation at MRMW!

Do you want to hear about the latest innovations, trends, and techniques in market research? Join  Megan Lau and speakers from Warner Media, eBay, Coca-Cola, Twitter, PepsiCo, Meta, Whatsapp, Google, Visa and many more top-of-the-line companies at MRMW North America 2022.


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