Welcome to Brilliance@Work, a series of profiles about stellar marketing professionals and their best practices at work. During the next couple of months, we’ll feature market research experts.
Bringing technology to life includes having the creativity and imagination of an artist. It also requires having the insights and analytics to ensure sustainable success in the marketplace.
As a preview to his presentation, Antony shares his perspectives on “Leveraging Insights to Drive Intel’s Future Vision of the Laptop.”
Peggy L. Bieniek, ABC: How is Intel’s Insights & Analytics team helping to shape the organization’s future success?
Antony Barton: Our insights function is focused on driving insights into product development (e.g. 12 to 36 months) and marketing strategy (e.g. 0 to 18 months). This includes helping our business unit (focused on the development of next generation PCs) to bring forth the best products as possible; and support our marketing strategy team to develop effective marketing campaigns that communicate the benefits of Intel’s new technologies. We deploy a number of different types of insights methodologies to drive our insights into decision making including ethnographic studies, more traditional qualitative techniques, quantitative approaches including feature prioritization and optimization, pricing studies, audience segmentation, and message testing.
PB: What role does Intel’s Insights & Analytics team play in helping to measure brand performance?
AB: Measuring the health of the Intel brand among our target audiences (both B2B and consumer) is a key part of our insights function. From time to time, we also deploy more in-depth methods to better understand what our brand means and stands for; including looking by different age groups. This is important as perceptions of technology brands are constantly changing as new products and services arise.
PB: How does Intel’s Insights & Analytics team help tell a compelling marketing story?
AB: Helping our marketing colleagues bring our technology to life in an easy to understand and compelling fashion that encourages our target audience to buy a new PC is a super important part of our job. We are also often working with our eco-system partners to ensure we are coordinated in our approach (e.g. Microsoft and Dell and HP), including sharing insights.
PB: What will people gain from your conference presentation?
AB: Today the ability to impact significant decision-making with insights is often dependent on how you can best bring together multiple streams of insights into a coherent story that executives can quickly understand and take action on. My talk will center on what I believe are best practices as its relates to leveraging multiple research methodologies (e.g. deep ethnographic, synthesizing secondary research, and traditional qualitative and quantitative) and the resulting insights that significantly impacted Intel’s most important mobile computing innovation decision in the past 10 years.
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