On 14th March 2023, FlexMR’s CEO Paul Hudson joined a panel of senior insight experts at the Market Research Society’s (MRS) Annual Conference - Insight Alchemy 2023. This panel of experts discussed the “alchemist’s dilemma” - how we promote the magic of insights without undermining the science behind their generation. And now, this discussion has been voted one of the favourites of the day alongside the ‘Stories with Certainty’ and ‘Being Indispensable to the Top Table’ panel discussions.
These three panel discussions are up for the MRS Audience Award, which is an award won through popular vote of the attendees at the MRS Annual Conference. These three discussions have captivated their audiences enough to be voted for as one of their favourites of the day.
The Shortlisted Sessions
There are three key panel discussions that have been made a finalist for this exciting award:
1. Stories with certainty: How can we position qualitative research as always essential, even when budgets are under strain?
Chaired by Rhea Fox, with speakers Ed Nash from Sky, Bridget Dalton of Discover.ai, and Chris Molloy from Brand Potential.
Rhea Fox and company explored the best defences against cheap or passive methodologies when you know qual will deliver sustainable success. This stimulating session gave delegates key takeaways encouraging bolder pitches for qualitative research to budget-conscious clients – something we can all agree is a need for insight teams everywhere in this post-pandemic era.
2. Being indispensable to the top table: How can insight help leaders navigate turbulent waters?
Chaired by Viki Cooke of Thinks Insight & Strategy, with speakers Fraser Hardie from Teneo, Catherine Hunt of the Foreign, Commonwealth & Development Office, and James Sallows of Haleon.
Acknowledging the tough times facing top decision-makers, Chair Viki and her expert panel discussed how insight stays relevant when helping answer the top table's most pressing problems. And argued that it was a two-way street where researchers must play a vital role in focusing their agendas.
3. The Alchemist’s Dilemma: How do we promote magic without undermining science?
Chaired by Colin Strong from Ipsos, with speakers Andrew Jerina from Flume, Paul Hudson of FlexMR, Rose Tomlins, and Zoe Rufflels from Mars Pet Care.
Seduced by data analytics, do the users of insight really understand the alchemist's art? Delphi Group chair Colin Strong assembled a panel to equip delegates with clear arguments for the value of the profession; and share the importance of using blended methodologies for genuine insight.
The winner of the Audience Award will be revealed at the Excellence Awards ceremony on 9th June. We will update this page as soon as the winner is announced, so check back to hear which of these three strong contenders clinched first place.
About the Market Research Society
The Market Research Society (MRS) is the UK professional body for research, insight and analytics. The MRS recognises 5,000 individual members and over 500 accredited Company Partners in over 50 countries who are committed to delivering outstanding insight. As the regulator, the body promotes the highest professional standards throughout the sector via the MRS Code of Conduct.