S4 Episode 1: Tom Smith CEO of GWI on the future of Market Research


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By The Actionable Futurist® Andrew Grill. Discovered by Player FM and our community — copyright is owned by the publisher, not Player FM, and audio is streamed directly from their servers. Hit the Subscribe button to track updates in Player FM, or paste the feed URL into other podcast apps.

To understand the future of the market research industry, my guest is Tom Smith, Founder and CEO of GWI. Having spent several years working agency side, he recognised a growing demand for global data to better understand the complex online market, coupling the world's largest ongoing study on the digital consumer with powerful analytics. GWI is now the leading provider of digital consumer insights to the global marketing industry.
My favourite section of the podcast was where Tom said
"People think data is the new oil, and we’re all sitting on this very valuable commodity. The better comparison is that data is like sand. Until you do something with the information, it lacks real value. It’s the processing it's the presentation, it’s the aggregation and millions of people’s data aggregated at scale is a highly valuable product."

Tom argues that the market research industry has utterly failed the needs of its consumers in today's global marketplace - this is a bold statement and something Tom addresses in detail in this episode.
In this episode, we look at:

  • Why Tom started GWI
  • The changing needs of the market research industry
  • How traditional market research methods have evolved
  • What problems GWI solves
  • How Ad blockers, GDPR and other regulations have changed collection methodology
  • Where AI fits into modern market research methods
  • The future of market research
  • Being an Entrepreneur

More on Tom
GWI Website

Your Host: Actionable Futurist® Andrew Grill
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47 episodes