42 | 💀 How AI and UX Are Killing the Classic Market Research Model 📉 with Todd Horvitz (HP, Disney, Wells Fargo)

Todd Horvitz, Insights leader of HP’s $35B Personal Systems Division, shares his extensive experience from Kantar, Disney, and Wells Fargo.

In this episode of Good Revenue, host Neeta Bidwai and Todd cover:

• Todd’s perspective on staying current in the tech industry, and the criticality of diverse perspectives in generating meaningful insights
• The balance between striving for perfection and being agile in decision-making
• How Todd leverages insights at HP and examples from Wells Fargo
• The role and potential pitfalls of UX research
• Innovative tools and techniques including co-creation and customer advisory boards
• The impact of AI and machine learning on market research
• Issues like the democratization of data collection and low survey engagement
• Building a culture of continuous learning and adapting work culture for better productivity

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Where to find Todd: 

https://www.linkedin.com/in/toddhorvitz/

Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/

Where to find Good Revenue:

https://goodrevenue.io/goodrevenue

https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ

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Highlights:

00:59 Staying Current in the Fast-Paced Tech Industry

02:39 The Misunderstood World of Insights

03:55 Leveraging Insights at Leading Brands

06:41 Challenges and Failures in Insights

09:01 The Role of UX Research in Market Insights

14:12 Innovative Tools and Techniques in Market Research

16:43 The Impact of AI on Market Research

22:53 Ethical Considerations in AI and Technology

24:51 Exploring AI and Fraud Detection

25:23 The Evolution of AI and Rapid Innovations

26:15 Trends in the Research Industry

26:27 The Democratization of Market Research

28:05 Challenges in Survey Engagement

29:38 Effective Research Strategies

34:12 The Importance of Customer Centricity

38:43 Adapting Work Culture in Modern Times

43:18 Key Traits of High-Performance Companies

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Referenced:

• Psychological aspects of human-computer interaction: https://www.springer.com/gp/book/9783319911696 

• AI and machine learning in market research: https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/how-amgen-is-unlocking-the-value-of-ai-for-biopharma 

• Consumer psychology studies: https://www.hbr.org/book/consumer-behavior-wiley-comprehensive-overview 

• Disney: https://www.disney.com/

• Kantar: https://www.kantar.com/north-america 

• HP: hp.com 

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