Tom H. C. Anderson - Next Gen Market Research

Anderson Analytics’ Tom H. C. Anderson poses a few questions to InsightExpress’ Fern Schapiro, EVP - Client Service and Marketing.

Fern Schapiro - EVP, InsightExpress 

Today, I’m posting a few of the questions I recently posed to Fern Schapiro whom I’ve known since my first days at NFO Research nearly fourteen years ago. It’s always a pleasure to speak with Fern who is very well liked and respected in the market research industry.

Fern is currently Executive Vice President, Client Service and Marketing of InsightExpress. She joined InsightExpress in 2005 from TNS NFO, where she worked for 18 years in various client service functions. Most recently, as Senior Vice President, she oversaw TNS NFO’s largest business unit servicing customers in the Northeast and the Midwest. As Senior Vice President, Fern managed a staff of 90 research professionals and also led the company’s syndicated Beverage Group nationwide. Revenues in her core area of responsibility quadrupled during her tenure.

From 1996 to 2000, Fern held the position of Vice President & General Manager. In 2000, she delivered the best performance in the company worldwide, and she also led the company in growth from 1996-1999. During this time Fern redirected the sales strategy to focus on more profitable, Internet-based research.

Tom: When you first joined InsightExpress in 2005 it was very much a DIY Research company. This seems to have changed over the years as you have increased your full service offering. What is the current mix of full service vs. DIY, and how is it changing?

Fern: Thanks for noticing…hopefully our full service research offerings and proprietary solutions are resonating within the marketplace. We are determined to expand the company with innovative new research solutions and full service analytic support without abandoning our many satisfied DIY clients. I think the balance we’ve struck shows the benefits of scalable and flexible technology.

Tom: What would you say makes InsightExpress unique?

Fern: InsightExpress is uniquely suited to meet the full spectrum of our clients’ custom marketing research and digital media measurement needs. As a dedicated partner, we make it our business to understand our clients’ business. Our sole focus is to help our clients optimize their marketing activities through transformational digital research methodologies and media measurement techniques.

Tom: Which firms do you see as your greatest competitors? You can’t answer “none”.

Fern: InsightExpress proudly competes against a varied set of custom marketing research and digital media measurement firms. Since I can’t answer “none” here’s a sampling of folks we come across most often: Dynamic Logic, Knowledge Networks, Market Tools, Ipsos and Vision Critical.

Tom: Kim Dedeker of P&G raised some concerns about panel quality about two years ago, and there has been much talk about it in various MR publications like Inside Research and RFL Communications. What do you think about this issue? Are clients right to be concerned? If, so what is the answer?

Fern: As a member of the research community, I take her concerns seriously. I believe research organizations are looking inward and asking “are we doing our best for our clients and our respondents” - I know we are. From my perspective, I need to satisfy these two equally critical and interrelated constituents.

Tom: What kinds of new technology and/or methodologies do you think holds most promise?

Fern: Personally, I am very enthusiastic about recent developments surrounding the measurement of integrated media. We are transforming the way in which traditional brand tracking is being conducted as a result of what is now technologically feasible through advancements in ad serving and tracking of actual exposure.

Tom: What issues do you think are the greatest challenge facing InsightExpress and/or the industry in general?

Fern: I think the economic climate is going to be a big challenge for all of us. As budgets get squeezed, clients will be turning to research partners who provide value and efficiency.

Tom: How have you seen market research change in your career, and what do you think the near and not so near future holds for the field?

Fern: When I began my career we asked consumers questions and then collected their data. Now, we are placing respondents in exciting virtual scenarios. We are asking them to provide us with their thoughts and opinions in actual true to life situations. It’s a promising time - not only are we getting better data but we are also providing research participants with a more engaging experience. I believe we will see continued product development in this area.

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