Market Research 101

by Will Francis

Posted on Nov 11, 2022

How do brands know what their audience thinks or expects? By asking them, of course! That's the role of an insights expert like Katrina Noelle, founder of KNow Research. She joins Will Francis on the podcast to explain how that asking is done, and all that happens from that initial point of contact through to the all-important final insights - and even pearls - that come from the process. They chat about how market research has changed over the decades (short answer - customer expectations), tools for social listening, AI as friend or foe, and the importance of clean, reliable, and secure data. She offers advice on tools you can use, and adopting a mindset of listening to your audience at a myriad of sometimes surprising touchpoints.

A full transcript of this episode is available below. 

The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on Apple PodcastsSpotify, and YouTube.

And you can learn more about Katrina on her Twitter.

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Will Francis
Will Francis

Will Francis is a recognised authority in digital and social media, who has worked with some of the world’s most loved brands. He is the host and technical producer of the DMI podcast, Ahead of the Game and a lecturer and subject matter expert with the DMI. He appears in the media and at conferences whilst offering his own expert-led digital marketing courses where he shares his experience gained working within a social network, a global ad agency, and more recently his own digital agency.

Connect with him on Twitter or LinkedIn.

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