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Case Studies 5 MIN READ

Insights on demand: a TMRE case study with Jill Hunt from Medela

The Market Research Event (TMRE) is one of the biggest events around for the research sector with over 1000 professionals in attendance. This year’s conference took place in Scottsdale, Arizona, and Market Logic was on the floor and at the podium, taking it all in.

Recurring themes ranged from the ever-growing pace of change, and how to use technology for growth, to tomorrow’s increasingly tech-savvy and experience-craving consumer market.

On day two, Jill Hunt of Medela presented her company’s approach to insights automation (read the full case study here), where she focused on the benefits of a knowledge management platform, and how her insights team positioned it to get buy-in from executives.

Jill said that prior to implementation, Medela’s knowledge was scattered throughout the organization, with no centralization. “Instead of hunting through past research for answers, executives were just as likely to commission new projects.”

Getting the executives on board

To make the transformation, her team made the case that a new platform would help knowledge to stay with the business by increasing its lifespan and accessibility. For example, Jill argued that around-the-clock access would enable a truly global team, instead of staff having to wait for colleagues in other time zones.

At the same time, they envisioned a centralized research database with concept test libraries to foster innovation, not duplication. All of Medela’s insights could be on demand at any time, anywhere.

The platform launched last year, and all of these promises were fulfilled. In addition, The Knowledge Exchange (as the platform is named) has helped immensely with onboarding new employees. Knowledge zones use engaging stories to guide recent hires through Medela’s business, and bookmark collections allow users to share key items with each other.

The result: Jill said that new staff members onboard faster, and all learn from the same source, creating a unified “one truth” across the organization.

The Knowledge Exchange runs on classic Market Logic software. But TMRE is all about future opportunities. Later that day, our own Mike Sawicz and Karin Sullivan showcased the next generation Market Insights Platform. After discussing how it would address future needs, they shared a live software demo to highlight some key features.

The next generation market insights platform

The next generation Market Insights Platform uses a millennial design that’s clean, simple, and intuitive. Mike showed the audience that the left navigation bar contains all data and analytics tools, helping users to “be smart,” while the right side houses all activities and jobs to done, for users to “be efficient.”

The software is highly personalized, so users see what they need to see. Mike and Karin explained that all research and data, from primary and secondary to business intelligence and social listening, is in one place and updated in each user’s feed. AI technology learns what each individual prefers to read, and works to deliver the most relevant information.

Karin noted that when marketers ask specific questions, they want direct answers. So the AI-powered search engine does just that, semantically searching through every report to deliver the best answer from the most reliable source.

In addition, it automatically summarizes key findings from all related reports with no repetition, giving you all the information you need with no manual effort. All reports are listed in the search results, so users can click through sources if needed.

Jill Hunt joined the presentation to share her thoughts on the potential impact of the new technology for Medela’s Knowledge Exchange platform. She told the TMRE audience that Medela was excited about opportunities the software would provide, especially the AI features: “We’re exploring AI intent detection, so the Knowledge Exchange understands what a business user means when they ask a question, to surface the best answer and make recommendations based on past experience.”

The audience responded enthusiastically to the presentation, where feedback especially focused on how well the “be smart” and “be efficient” elements of the software work together.

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