In this episode of Now that’s Significant, host Michael Howard, Head of Marketing at Infotools, sits down with Ed Keller, CEO of the Keller Advisory Group, to discuss the impact of the creator economy on American consumers. Keller, a leading expert in word of mouth, influencer marketing, and consumer insights, shares valuable insights from his recent study, "Unveiling Influence: The Impact of Creators on American Consumers Lives."

Keller highlights the significant size of the creator economy, revealing that a staggering 27 million paid creators exist in the US, representing 14% of consumers aged 16 to 54. The study also found that 70% of Americans in the same age group follow creators and influencers, with 60% engaging with creator content daily. Keller emphasizes that creator content consistently outperforms traditional advertising across various dimensions, including relevance, emotional connection, trustworthiness, and uniqueness.

The study reveals that consumers primarily seek entertainment and educational value from creator content. Food, beverage, and cooking content emerged as the most popular category, followed closely by entertainment. Instagram and YouTube are the dominant platforms for creator content consumption, with TikTok trailing in third place. Importantly, 80% of consumers reported taking further action after engaging with creator content, with a significant portion researching brands' websites and making purchases.

Here are seven key takeaways from the episode:

+ The creator economy is a significant force, with a vast number of creators and followers.

+ Creator content surpasses traditional advertising in effectiveness across multiple aspects.

+ Consumers value entertainment, education, and product reviews from creator content.

+ Instagram, YouTube, and TikTok are the leading platforms for creator content consumption.

+ Creator content drives consumer action, including brand research, social media engagement, and purchases.

+ Brands should partner with creators who align with their target audience and values.

+ Marketers can leverage creator insights to optimize their strategies and amplify brand messaging.

Tune in to future episodes of Now that’s Significant for more insightful discussions on the latest trends in market research.

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Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

In this episode of Now That's Significant, host Michael Howard, Head of Marketing at Infotools, delves into the common concerns market researchers face when considering new software.

This episode focuses on three key categories of concern:

Usability, Learning Curve, and Team Adoption

Software Complexity: Michael emphasizes the importance of user-friendly interfaces and intuitive design. He suggests looking for software that focuses on specific needs rather than trying to be everything to everyone. He also highlights the importance of comprehensive training and readily available customer support.

Disruption to Current Projects: Michael recommends phasing in adoption gradually, starting with smaller teams or pilot programs. Running the new system parallel to existing workflows can also provide valuable insights and minimize risk.

Team Resistance to Change: Including team members in the selection process and soliciting their feedback can encourage buy-in. Identifying internal champions and highlighting the benefits of the new software can also ease the transition.

Impact on Workflow and Productivity

Added Workflow Complexity: Michael advises against replacing like-for-like solutions and emphasizes the importance of significant value-add. Conducting a time analysis of current processes compared to the proposed software workflow can reveal potential time savings and bottlenecks.

Actionable Insights: Set up personalized demos with past projects to compare results and identify potential improvements in data accuracy and insights. He also suggests leveraging case studies, testimonials, and industry reports to gauge the software's effectiveness.

Time Constraints: Michael recommends prioritizing essential features based on organizational goals and delegating the initial research and utilizing online software review platforms and industry reports can also streamline the process.

Technical Capabilities and Requirements

Data Accuracy and Reliability: Michael suggests inquiring about the software's data sources, validation methods, quality control measures, and compliance with regulations like GDPR and CCPA.

Meeting Specific Research Needs: Clearly define their research requirements and data complexities. He advises seeking vendors who are transparent about their software's capabilities and limitations and are willing to discuss potential workarounds.

Data Migration Challenges: Consider future data migration needs. He recommends prioritizing software that allows for easy data export in industry-standard formats, ensuring flexibility and avoiding vendor lock-in.

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Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Feel free to check out our platform and services at www.infotools.com

Join Michael Howard, Head of Marketing at Infotools, as he sits down with Victoria Sakal, Head of Growth at Wonder and GRIT Future List nominee, to discuss the evolving landscape of market research, and in an AI-powered world.

Victoria shares fascinating insights from Wonder's recent 'research on research', revealing how organizations are facilitating and utilizing market research across their entire structure, and how they are adapting their teams, processes, methodologies, and technology stacks in this new era.

Discover five key takeaways from their conversation:

1. High-performing teams prioritize asking the right questions. They emphasize understanding stakeholders' needs and framing inquiries effectively to ensure impactful outcomes.

2. Successful teams embrace a diverse research stack. They leverage a blend of primary, secondary, behavioral, and product data to gain a comprehensive understanding of their target audience.

3. Leading organizations maintain a healthy research cadence. They balance quick ad-hoc inquiries with ongoing monitoring and larger-scale projects to stay agile and informed.

4. AI tools are transforming research workflows. While researchers acknowledge AI's potential, they also express concerns about data privacy, accuracy, and the need for human oversight in analysis and decision-making.

5. Collaboration and knowledge sharing are crucial. Breaking down silos and fostering a culture of curiosity empowers teams to leverage insights effectively and drive better business decisions.

Tune in to gain valuable insights into the future of market research and learn how to harness the power of data in a rapidly changing world. Don't forget to subscribe to Now That's Significant on your favorite podcast platform for more insightful discussions.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.