https://embed-ssl.wistia.com/deliveries/84b0654d3d38dc187d57d7058a9560de.mp4
It’s very important to create a space for innovation by partnering and brainstorming with many diverse research companies – it can go from a startup building experimentations to very large and well-known research vendors in many countries.
It’s like an interactive process as we are always happy to share best practices and new methodologies with our vendors, research guidelines, and UX requirements for mobile questionnaires, for example, to improve research quality.
We love to work with different vendors and people because we are convinced that diversity favors the appearance of new ideas and methodologies. Of course, not all ideas succeed in the short term because innovation takes time, and you can fail, but that’s okay. As marketers, it is on us to choose where to put the cursor of innovation.