Welcome to the 2019 NEXT Conference Series. Recorded live in Chicago, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews David Almy, CEO of Insights Association. Find David Online: LinkedIn Website: https://www.insightsassociation.org [00:02] Hi, this is Jamin. You’re listening to the Happy Market Research Podcast. David Almy is the guest today. I am going to play our conversation with you. We kind of picked up at a neat spot, I think, talking about trends in the space, how insights are becoming a cornerstone of success for modern businesses. Enjoy. [00:23] Well, from ’82 to ’84, I wrote an article called Business Aviation – The Fortune 500, which was a correlation of the use of business aircraft to financial performance. [00:39] That’s fascinating. [00:42] Yeah, and so, and it looked at the Fortune 500 and said that if you owned a business jet, for instance, how’d you do. And I did it for three years times 500 companies, and big surprise to you probably is that there was a correlation between performance and business-jet ownership. [01:00] Wow! [01:01] Now, the great question then is whether or not it was causal or... [01:05] Always the question [01:06] …or otherwise. Having done that 82’ to 84’, very long time ago, you come here and you listen to your commen [01:15] Throw that thing out there. [01:16] And I have never seen any of that correlation study in this industry. [01:23] Why is that? [01:24] Because this industry is not as evolved, not as mature (a funny word to use) as the business-jet industry, which has been around for 60, 70 years bigger [01:37] Before… [01:37] Yeah, yeah. So it’s an evolution of the industry’s group-think, if you will. So, you announced to me this morning Watermark. And I’m going like, “Holy crap!” This is exactly what I need, been looking for and did 38 years ago or whatever it is. [01:57] Totally. [01:57] And I went to look for it and couldn’t find it. So you’ve got to tell me where do find it. [02:02] I’ll give it to you. I have it on my desktop, well, laptop. [02:06] OK, good. It’s a keen interest, and I think particularly when you looked at the Insights Association, our mandate is economic development, is what it is. It’s a not-for-profit 501C6. [02:20] That’s interesting you say that. I did not know that.
Welcome to the 2019 NEXT Conference Series. Recorded live in Chicago, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews David Almy, CEO of Insights Association.
Find David Online:
Website: https://www.insightsassociation.org
[00:02]
Hi, this is Jamin. You’re listening to the Happy Market Research Podcast. David Almy is the guest today. I am going to play our conversation with you. We kind of picked up at a neat spot, I think, talking about trends in the space, how insights are becoming a cornerstone of success for modern businesses. Enjoy.
[00:23]
Well, from ’82 to ’84, I wrote an article called Business Aviation – The Fortune 500, which was a correlation of the use of business aircraft to financial performance.
[00:39]
That’s fascinating.
[00:42]
Yeah, and so, and it looked at the Fortune 500 and said that if you owned a business jet, for instance, how’d you do. And I did it for three years times 500 companies, and big surprise to you probably is that there was a correlation between performance and business-jet ownership.
[01:00]
Wow!
[01:01]
Now, the great question then is whether or not it was causal or...
[01:05]
Always the question
[01:06]
…or otherwise. Having done that 82’ to 84’, very long time ago, you come here and you listen to your commen
[01:15]
Throw that thing out there.
[01:16]
And I have never seen any of that correlation study in this industry.
[01:23]
Why is that?
[01:24]
Because this industry is not as evolved, not as mature (a funny word to use) as the business-jet industry, which has been around for 60, 70 years bigger
[01:37]
Before…
[01:37]
Yeah, yeah. So it’s an evolution of the industry’s group-think, if you will. So, you announced to me this morning Watermark. And I’m going like, “Holy crap!” This is exactly what I need, been looking for and did 38 years ago or whatever it is.
[01:57]
Totally.
[01:57]
And I went to look for it and couldn’t find it. So you’ve got to tell me where do find it.
[02:02]
I’ll give it to you. I have it on my desktop, well, laptop.
[02:06]
OK, good. It’s a keen interest, and I think particularly when you looked at the Insights Association, our mandate is economic development, is what it is. It’s a not-for-profit 501C6.
[02:20]
That’s interesting you say that. I did not know that.
[02:22]
Yeah, that’s what we’re here to do. Per the IRS, that’s our reason for being, is the growth of the industry. And it’s a lovely term in the IRS regs, but our mandate is the growth of the industry from we draw our members. That’s different than the growth of our members because it’s broader, bigger than that. And I’ve always loved that turn of phrase, you know. So, come back to your Watermark, I’d really love to see that study and probably, if they want to do it again, participate in it somehow, support it ‘cause that’s...
[03:01]
Yeah, I’ve just been in Twitter conversations with one of their principals. I can’t remember her name offhand but, yeah, I’ll do whatever I can to help connect.
[03:14]
Yeah, that’d be great, that’d be great.
[03:16]
For sure. I mean it’s a big deal, and it’s a great paper, I think.
[03:22]
It is a big deal, and it’s one that I kind of know in a different life.
[03:26]
Yeah, totally, it’s funny that we haven’t been driving that conversation though, to your point. And I think that that’s systemic, or it’s endemic – anyways, it’s one of the “demics” – where we have had this like stuck-in-time framework. And, if you pull back, you can see that... I started my research career in ’96. Market research was its thing in a department inside of a large corporation. And then, tools came around. Remember Confirmit launched one of the first ...