Horst Feldhaeuser's guest appearances

Horst Feldhaeuser

Happy Market Research Podcast

Now that's Significant

Laura Beavin-Yates

Vignesh Krishnan

Bob Lederer

Lisa Wilding-Brown

Kristin Luck

Priscilla McKinney

Rebecca Brooks

Simon Chadwick

Karen Lynch

Don Golden

David Wolfe

Richard Merrick

Nick Graham

Jessica Richards

Kristi Zuhlke

OwlTail

In this episode of Now that's significant, Horst Feldhaeuser delves into that ever-blurring line between humans and tech, bringing insights from his 20+ years in the Market Research sector. He looks into:  How our curiosity, our experiences, our ideas and intuitions – things that are inherently human - together with technology lead to successful business decisions and outcomes for clients.How technology solutions are giving us the time back to feed that curiosity.Why you need to involve the people that work on the processes you want to improve first and foremost.Why new technology solutions often come with new processes and implementation pains. And that’s why you need a senior leadership sponsor and should start small.And why you need to find the right partner, people, and capabilities to look at those sticking points that you want to improve. If you like this episode, please subscribe to the podcast, share it with others who might also find it helpful, and get in touch if you’d like to be on the show. Thanks for listening to Now that’s significant.

In this episode of Now that's significant, Horst Feldhaeuser delves into that ever-blurring line between humans and tech, bringing insights from his 20+ years in the Market Research sector. He looks into: <ul><li>How our curiosity, our experiences, our ideas and intuitions – things that are inherently human - together with technology lead to successful business decisions and outcomes for clients.</li><li>How technology solutions are giving us the time back to feed that curiosity.</li><li>Why you need to involve the people that work on the processes you want to improve first and foremost.</li><li>Why new technology solutions often come with new processes and implementation pains. And that’s why you need a senior leadership sponsor and should start small.</li><li>And why you need to find the right partner, people, and capabilities to look at those sticking points that you want to improve.</li></ul> If you like this episode, please subscribe to the podcast, share it with others who might also find it helpful, and get in touch if you’d like to be on the show. Thanks for listening to Now that’s significant.

The ever-blurring line between humans and technology in the Market Research sector with Horst Feldhaeuser

Welcome to the WIRe Series. Recorded live in Austin, this series is bringing interviews straight to you from the WIRe MRx Meet &amp; Mingle event. In this interview, host Jamin Brazil interviews Horst Feldhaeuser, Group Services Director (SVP) at Infotools.Contact Horst Online:LinkedInInfotools[00:00]Horst, the Group Services Director at InfoTools.  It is an honor to have you on this show.  I’ve been following you guys for quite a while.  Tell me a little bit about the business.    [00:13]   Well, InfoTools is a company that’s been around for 28 years now, based in New Zealand, but we have offices all around the world.  And we do everything from the data to the delivery to the people:  so data analysis, data harmonization, dashboarding, socialization, all that kind of stuff.  [00:31]So, the gamut.[00:32]The gamut, yes.  Apart from the data collection, we do it. [00:36]No kidding.[00:36]   And we’re good at it.[00:37]Yeah, yeah, good.  So, 29 years is a storied brand in our space.  What kind of technologies have you guys built out as InfoTools?  [00:46]      Yeah, so, we’ve started off with a desktop tool basically to analyze the data as our first step, and then gradually over the years, obviously, we’ve moved into the cloud.  So, our biggest tool is now the cloud-based called InfoTools Harmoni.  It’s been used by big companies like Coca-Cola, or Unilever (no, not Unilever, sorry), Orange, Shell, Samsung, and more and more market research companies as well.  So it’s really a tool for DIY or for the services…[01:12]Well, we’ll have to get this podcast in front of Unilever so they can be a customer also.[01:15]Yeah, exactly, they should be.  [01:17] So, you guys have teamed up with the University of Auckland Business School to help give students in market research some hands-on experience.  Tell me a little bit about that.[01:27]Yeah, that’s really a great partnership with them, and we’ve been in contact with them for a long time.  They’ve been very close with the market research industry in New Zealand, and they have a market research competition since about 2011, where they have students working on real-life projects and there is literally it’s like a “Market Research Got Talent” thing with a competition, with judges from the market research industry and from the client side.  They’re doing a lot with not-for-profit studies, and this year it’s with a corporation called Housing New Zealand Housing Foundation.  We decided with our new cloud-based tool why not give it to them for free and have them use that instead of some of the other tools that we don’t think are quite as funky.  [02:11]That’s pretty cool.[02:12]That’s very cool.  And we just started the project.  We just had a big training session with them with their previous data, and once they get the new data in, they can play around with it.  And we absolutely love it; they love it.  [02:23]  It’s a big upstream opportunity, right?  We had one of the plays that Qualtrics took early on in their career.  I wouldn’t say that it was necessarily strategic.  In those days it was just like available, kind of like Facebook.  And it worked out profoundly well for them from a customer-adoption perspective.  Is that part of the thinking?  I’d imagine it would have to be.[02:40]  Yeah, I can neither deny nor confirm it, and we thought about that.  But, absolutely, I mean we want to support the students.  And it’s great for us working in our background at home in New Zealand first, but we definitely want to go globally with that and approach universities across the world.  So, if they want to get in contact with us, absolutely.  [02:57]I think there’s Georgia Tech and Michigan State that are here at this particular conference, both of which have market research-centric masters programs. [03:04]  We’ll be talking to them,

Welcome to the WIRe Series. Recorded live in Austin, this series is bringing interviews straight to you from the WIRe MRx Meet &amp; Mingle event. In this interview, host Jamin Brazil interviews Horst Feldhaeuser, Group Services Director (SVP) at Infotools. Contact Horst Online: LinkedIn Infotools [00:00] Horst, the Group Services Director at InfoTools.  It is an honor to have you on this show. I’ve been following you guys for quite a while.  Tell me a little bit about the business. [00:13]    Well, InfoTools is a company that’s been around for 28 years now, based in New Zealand, but we have offices all around the world.  And we do everything from the data to the delivery to the people: so data analysis, data harmonization, dashboarding, socialization, all that kind of stuff.   [00:31] So, the gamut. [00:32] The gamut, yes.  Apart from the data collection, we do it. [00:36] No kidding. [00:36]    And we’re good at it. [00:37] Yeah, yeah, good.  So, 29 years is a storied brand in our space.  What kind of technologies have you guys built out as InfoTools?   [00:46]       Yeah, so, we’ve started off with a desktop tool basically to analyze the data as our first step, and then gradually over the years, obviously, we’ve moved into the cloud.  So, our biggest tool is now the cloud-based called InfoTools Harmoni. It’s been used by big companies like Coca-Cola, or Unilever (no, not Unilever, sorry), Orange, Shell, Samsung, and more and more market research companies as well.  So it’s really a tool for DIY or for the services… [01:12] Well, we’ll have to get this podcast in front of Unilever so they can be a customer also. [01:15] Yeah, exactly, they should be.   [01:17] So, you guys have teamed up with the University of Auckland Business School to help give students in market research some hands-on experience.  Tell me a little bit about that. [01:27] Yeah, that’s really a great partnership with them, and we’ve been in contact with them for a long time.  They’ve been very close with the market research industry in New Zealand, and they have a market research competition since about 2011, where they have students working on real-life projects and there is literally it’s like a “Market Research Got Talent” thing with a competition, with judges from the market research industry and from the client side.  They’re doing a lot with not-for-profit studies, and this year it’s with a corporation called Housing New Zealand Housing Foundation. We decided with our new cloud-based tool why not give it to them for free and have them use that instead of some of the other tools that we don’t think are quite as funky. [02:11] That’s pretty cool. [02:12] That’s very cool.  And we just started the project.  We just had a big training session with them with their previous data, and once they get the new data in, they can play around with it.  And we absolutely love it; they love it. [02:23]   It’s a big upstream opportunity, right?  We had one of the plays that Qualtrics took early on in their career.  I wouldn’t say that it was necessarily strategic. In those days it was just like available, kind of like Facebook.  And it worked out profoundly well for them from a customer-adoption perspective. Is that part of the thinking? I’d imagine it would have to be. [02:40]   Yeah, I can neither deny nor confirm it, and we thought about that.  But, absolutely, I mean we want to support the students. And it’s great for us working in our background at home in New Zealand first, but we definitely want to go globally with that and approach universities across the world.  So, if they want to get in contact with us, absolutely. [02:57] I think there’s Georgia Tech and Michigan State that are here at this particular conference, both of which have market research-centric masters programs. [03:04]   We’ll be talking to them,

WIRe Series – Horst Feldhaeuser – Infotools