Resource Type: Knowledge Share Recording

  • RECORDING: Segmentation: Your Mission, Should You Choose to Accept

    RECORDING: Segmentation: Your Mission, Should You Choose to Accept

    This Knowledge Share will be presented by ICG member John Storey  

    It is generously sponsored by Add Maple

     

     

     

    What you will gain from attending

    This session will provide you with a high-level understanding of segmentation, equipping you to deliver more value to your clients. You will walk away with the understanding and tools to:

    • Grasp Core Principles: You’ll learn the fundamental theory and best practices behind successful market segmentation, regardless of the tools you use.
    • Navigate the Process: We will outline a clear, step-by-step process for conducting segmentation projects, from initial data analysis to creating compelling, actionable outputs.
    • Access Practical Resources: You’ll gain free access to a purpose-built web app that can help you with your segmentation analysis.

    More specifically, John will cover:

    The Why 

    • Why is segmentation a challenge for independent consultants and micro-businesses?
    • Why focus on process and best practices rather than specific software?

    The How 

    • An overview of the entire segmentation process, from start to finish.
    • Discussion of key methodologies and how to choose the right one.
    • A demonstration of a free web app to help with key aspects of your analysis.

    The Result 

    • How to go from raw data segments to actionable personas.
    • Case studies: Applying segmentation theory in pharma, consumer shopper, charity sector.
    • Best practices for communicating your findings to clients.

     Discussion & Q&A.

    John Storey, Market Research Consultant

     

     

     

    I am the MD and owner of Medical Research Limited, operating as Marketing Sciences Limited. I have extensive experience in healthcare market research, particularly in the fields of Pharma, Biopharma, and Biotech. I also specialize in Charity Research, Consumer FMCG and Technology/Online Digital Research.

    I operate as Marketing Sciences Limited with a group of Marketing & Business Associates and will often partner with other Independent Consultants providing evidence-based market research and marketing support services. I personally specialise in providing qualified Physician and Patient research including depth interviews and focus groups.

    My work includes segmentation-related research, including Patient Record Trackers, NPD, and Audience Targeting, Digital Marketing. I am a certified member of the MRS and Health Sciences Dip HE (Open), and a member of the ICG and The Royal Society of Medicine, BHBIA The British Healthcare Business Intelligence Association and Certified Digital Marketing Professional, Digital Marketing Institute.

    marketsci.co.uk.   Jonny.storey@marketsci.co.uk

    Watch this session here

    If you’d like the presentation slides, contact John directly. 

  • RECORDING: A Whistlestop Tour of Canva

    RECORDING: A Whistlestop Tour of Canva

    This Knowledge Share will be presented by ICG member Ramona Daniel and is generously sponsored by AddMaple

     

     

     

    Ready to see what all the Canva fuss is about? This session is perfect if you’ve been curious about whether it’s worth making the switch from PowerPoint, or if you want to create better-looking social content without needing a design degree.

    Ramona will walk you through creating presentations in Canva and show you how it stacks up against PowerPoint. Spoiler alert! There are some genuine advantages worth knowing about.

    We’ll also explore how to knock up social media content quickly, create simple videos, and use whiteboards for coaching and brainstorming sessions. Plus I’ll cover the different ways to export and share your work.

    It’s not a deep-dive tutorial, more of a “here’s what Canva can actually do for you” overview that should give you enough to decide if it’s worth exploring further.

    By the end, you’ll have a good sense of where to start if you want to give it a go.

    Ramona Daniel

     

    I’m a cultural insights and research strategy consultant with over 25 years of experience at leading global agencies including Ipsos, Kantar, and across the WPP network. I now work independently, partnering with organisations that need senior-level expertise on a flexible, freelance basis. Clients value my ability to step into complex projects quickly. My work bridges strategic thinking and hands-on delivery, from designing multi-market research programmes to translating data into compelling cultural narratives. I specialise in helping businesses decode cultural shifts, optimise research processes for greater efficiencies, and upskill teams – particularly at the intersection of traditional research methodologies and AI-driven analytics tools.

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

    https://www.23insights.co.uk/

    Watch this session here 

  • RECORDING: Demystifying Coaching: How Coaching Can Help You (and Your Clients!)

    RECORDING: Demystifying Coaching: How Coaching Can Help You (and Your Clients!)

    This Knowledge Share is generously sponsored by AddMaple

     

     

     

     

    This Knowledge Share is presented by ICG member Carol Raithatha

    Coaching has become widespread in the business world but there can be a lot of confusion about what it actually is and how it can help professionals. This Knowledge Share will start from the beginning and explain what coaching is (and is not), workplace coaching theory and process, and give some examples and case studies of its application. Finally we will look at why coaching might be especially useful for independent insight consultants and their clients.

    Carol Raithatha

     

    I’m an Executive Coach working with clients from all sectors, but because of my background, have a particular emphasis on research and insight. I’ve been a member of the ICG for over 20 years and have been working in product testing, qualitative research, and desk research. About five years ago I gained a qualification and started offering coaching too. Recently my focus has moved entirely to coaching. It is extremely rewarding and motivating to work with and see colleagues from the insight field develop and flourish.

    Watch this session here

  • RECORDING: Qual Researchers’ Big Opportunity with Smaller Brands

    RECORDING: Qual Researchers’ Big Opportunity with Smaller Brands

    This Knowledge Share has been generously sponsored by Yasna.ai, the AI-powered platform that helps independent researchers, consultants, and research agencies scale in-depth interviews. Claim your free 14 days Yasna PRO free trial today – conduct ±50 interviews (worth €100), sign up at yasna.ai

    This Knowledge Share will be presented by ICG member Hugh Carling

    New technology like Generative AI is enabling smaller brands to regularly access qualitative insights for the first time. We’ll explore how and why this development will grow the industry over the coming years and as it does, provide big opportunities for independent qualitative researchers.

    Specifically, we’ll cover:

    • The scope of this growing market
    • Smaller brands and qual research – then and now
    • The technologies driving change
    • The risks in that change
    • The opportunity for independent researchers
    • How you can capitalise on it

    This will be supported by both primary and desk research, and illustrated with recent examples.

    Hugh Carling, is a founder of Liveminds, a pioneer of mobile qual and the creator of Behavioural Recruitment, the MRS award-winning service that uses social networks to engage fresh participants in 190 countries.

    Liveminds have integrated generative AI throughout their mobile qual and recruitment platform to deliver curated insight videos from global participants in just 48 hours. Their mission is to enable every business to have access to the insights they need to grow.

    Watch this session here 

  • RECORDING: Prompt Design for Independent Researchers – Foundations

    RECORDING: Prompt Design for Independent Researchers – Foundations

    This Knowledge Share has been generously sponsored by Yasna.ai,the AI-powered platform that helps independent researchers, consultants, and research agencies scale in-depth interviews. Claim your free 14 days Yasna PRO free trial today – conduct ±50 interviews (worth €100), sign up at yasna.ai

     

    Join ICG member Ramona Daniel, 23Insights, for this Knowledge Share

    This 45-minute session will help you get more out of the AI tools you’re already using, without needing to become a tech expert. You’ll learn:

    • What different types of AI tools (like ChatGPT or Claude) can and can’t do, and how to pick the right one for the job
    • Simple, repeatable ways to write prompts that give you better, more relevant answers
    • How to fine-tune AI responses when they’re not quite right
    • Easy ways to keep track of the prompts you’ve written, so you can reuse and improve them over time

    This is a hands-on, interactive session for independent researchers who want to work faster, think more creatively, and make AI a more useful everyday tool.

    Ramona Daniel

    I’m a cultural insights and research strategy consultant with over 25 years of experience at leading global agencies including Ipsos, Kantar, and across the WPP network. I now work independently, partnering with organisations that need senior-level expertise on a flexible, freelance basis. Clients value my ability to step into complex projects quickly. My work bridges strategic thinking and hands-on delivery, from designing multi-market research programmes to translating data into compelling cultural narratives. I specialise in helping businesses decode cultural shifts, optimise research processes for greater efficiencies, and upskill teams – particularly at the intersection of traditional research methodologies and AI-driven analytics tools.

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

    https://www.23insights.co.uk/

    Watch this session here 

    Session slides here

  • RECORDING: Exploring the Potential of VR/AR in Consumer Insights

    RECORDING: Exploring the Potential of VR/AR in Consumer Insights

    This Knowledge Share has been generously sponsored by Yasna.ai, the AI-powered platform that helps independent researchers, consultants, and research agencies scale in-depth interviews. Claim your free 14 days Yasna PRO free trial today – conduct ±50 interviews (worth €100), sign up at yasna.ai

     

    Please join ICG member (and committee member) Barbara Du Perron, Bric,  who’ll talk to us about VR and AR

    What members will gain from attending:

    • Understanding VR/AR & why it is relevant for Consumer Insight: What these technologies are, current trends, and why they matter for market research.
    • Opportunities for Research: Practical applications like early-stage innovation, pack testing, shopper research,  virtual home testing, and usability research.
    • Collaboration Potential: Exploring ways we can work together. I am especially interested in quallies that are open to conducting interviews in VR/AR (either remote or in-person with augmented/mixed reality), recruiters specialized in street intercepts or hard to research sample (e.g. headset owners) , people that are great with video and that would be interested in creating immersive deliverables using VR/AR footage and industry/domain experts in relevant domains like automotive, pack/ shopper or usability research.

    About Barbara

    Barbara is an independent consultant with a focus on research technology and innovation  (helping clients choose new tech/tools, running pilots, inspiration workshops, etc). She’s currently transitioning to building research solutions that leverage the potential of VR/AR in market research. Barbara sits on the ICG committee and is responsible for Advertising and Sponsorship.

    Watch this session here

  • RECORDING: AI in Qualitative Research & Business: A Year of Experimentation and Key Learnings

    RECORDING: AI in Qualitative Research & Business: A Year of Experimentation and Key Learnings

    This Knowledge Share will be run by ICG member Silvia Iranzo Ferrandis 

    Over the past year, Silvia has been on a journey exploring how AI can enhance both the way she runs her business and the way she conducts qualitative research. From MR-specific qualitative analysis tools to generative AI and productivity-enhancing applications, she’s tested various platforms and approaches to see what truly delivers value. In this session, she’ll share her experiences, practical insights, and honest reflections on what’s worked (and what hasn’t!)—giving you real-world takeaways to consider for your own practice.

    Why Attend?

     Gain Practical Insights – Understand how AI can support qualitative analysis helping you work more efficiently and ultimately improving your results.
     Discover AI Tools – Get an overview of useful AI-powered tools to improve both your research and business operations, with real-world user feedback.
     Explore a Range of Platforms – Hear Silvia’s thoughts on tools like CoLoop, Condens, ChatGPT, Claude, Perplexity, DALL·E, Midjourney, CapCut, HeyGen, Synthesia and Dola AI (time permitting!).
     Ask Questions & Share Perspectives – This is a space to learn, discuss, and exchange experiences with fellow researchers.

    About Silvia:

    Silvia Iranzo Ferrandis is ‘Director & Consultant’ at ‘In Market Research’ in Spain. A senior expert qualitative research consultant who has been working in multi-country international studies for nearly two decades now. Silvia has managed projects for many international research agencies and consumer, B2B and pharmaceutical global brands. She is passionate about innovation and technology’s role in research and over the past year, she has been actively trying out and integrating AI tools into her workflow and is now excited to share her insights with the ICG community.

    http://es.linkedin.com/in/silviairanzoferrandis

    www.inmarketresearch.com

    Watch this session here 

  • Recording: How to Use LinkedIn Sales Navigator as a Tool to Get More Contacts and Sales Leads

    Recording: How to Use LinkedIn Sales Navigator as a Tool to Get More Contacts and Sales Leads

    This Knowledge Share was sponsored by Norstat

    Finding the right contacts and people to talk to in client businesses is a tough job. But you need to do it, if you are to engage with them about how you can help them, and win them as clients.

    In this Knowledge Share webinar, Paul Griffiths and Richard Barron share tips and tricks for using LinkedIn Sales Navigator – the contact and lead-finding tool that sits as an “add-on” to LinkedIn. Understand why LSN is such a useful tool for finding the right people, in the right companies, that you want to want to talk to. See how you can use LSN as a way of identifying and then starting to engage and build relationships with the people you want to target. Ask questions about how to use the tool and to search for your ideal contacts.

    Paul and Richard both use LSN in their respective businesses. They are both convinced that it is a highly effective tool in finding new contacts and sales leads. And they think it could help you too!

    Paul Griffiths 

    I help owners of Market Research and Insight Agencies to grow revenues by implementing proven growth strategies.

    For more than 20 years I’ve helped grow research and insight agencies. In that time, I’ve sold research projects, managed clients and spoken to many Heads of Insight. I understand the challenge of growing a research business while also being a practitioner within it.

    I know what great client growth strategies look like and how to implement them in a way that is both effective and efficient. I’ve seen what works, what doesn’t, and how to engage with your clients and market to win work. I can help you grow your research business more effectively and more quickly.

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

    Richard Barron

    Passionate about uncovering hidden `truths’ driving human behaviour enabling organisations to make better decisions, products and services that meet real needs.

    With over 30 years of professional experience, my core competencies lie in marketing communications, and strategic planning, all of which I bring to my current role at Aspect MR. My mission is to provide insightful market analysis that empowers businesses to make informed decisions. I am dedicated to fostering a culture that values data-driven strategies and innovative solutions, ensuring that our team’s diverse perspectives lead to superior market understanding.

    At Aspect Market Research, I’ve been pioneering methods that enhance our understanding of consumer behavior and market trends. This has involved integrating my skills in strategy and marketing communications to lead our organization in delivering actionable insights. My tenure at Saatchi & Saatchi as a Global Planning Consultant, managing accounts like Toyota and Abbott Pharmaceuticals, has been instrumental in honing these abilities, allowing us to excel in multi-country projects and global product launches.

    (1) Richard Barron | LinkedIn

    Watch this session here 

     

  • RECORDING: Knowledge Share: Why is France Different?

    RECORDING: Knowledge Share: Why is France Different?

    This Knowledge Share has been generously sponsored by Norstat

    Join ICG member Katherine Passerieu who’ll take us through some background information on the French market and the French consumer, therefore outlining some key considerations when conducting qualitative market research in France.

    She’ll talk about cultural sensitivities, methodological considerations, analysis and interpretation, recruitment, timings, regulatory compliance.

    Katherine Passerieu

    A French National, Katherine had lived and worked in the UK for over 30 years.

    Before setting up Passerieu Consulting in 2011, Katherine worked as a Director in international advertising and market research companies, e.g.:

    –         forward thinking, a boutique strategy consultancy

    –         GfK NOP – Director of Brand Strategy

    –         Censydiam UK – Managing Director

    –         CRAM International – Free lance Research Director for the French market

    –         TNS (now WPP) Director of Qualitative and International Research

    –         Landor & Associates – European Research Director

    –         Ted Bates France – Director of Research & Planning

    Katherine has used an array of methodologies online and offline for projects in all industry sectors.

    Her background is Sociology and Psychology.

    She’s a member of the MRS, ESOMAR, ICG, IoD and BACP

    https://www.linkedin.com/in/katherine-passerieu-9054426/

    WATCH THIS RECORDING HERE 

    Presentation slides here

  • RECORDING: Innovations and Trends in Research Tech for 2025

    RECORDING: Innovations and Trends in Research Tech for 2025

    This Knowledge Share has been generously sponsored by Yasna.

    ICG member Mike Stevens , Insight Platforms, will take us through an overview of the big themes, emerging trends and new technologies for research, analytics and insights.

    Watch this recording here

    Additional viewing here

    Sign up to a fuller version of this talk here 

     

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