Spotlight on Innovation
Interview with Paolo Gambetti:
Innovation Lead at Purdie Pascoe
An introduction to Paolo
Paolo, tell us a bit about yourself?
“Eclectic” is probably the word that describes me best. I have a wide range of interests, including listening to jazz music, going to the cinema, gardening, solving maths problems, travelling, playing the bass, Formula 1 and trying various culinary cuisines. The list is endless!
When you aren’t investigating and implementing the latest Innovations at Purdie Pascoe, what do you enjoy doing?
Spending time with my two daughters, my little princesses, so I have had to put a few of my interests aside as they keep me very busy!
If you could have one superpower, what would it be, and why?
I have always dreamed of being able to fly and having my own wings. It would be great fun, and a bonus would be no more queuing at airports.
Paolo’s Perspective - Deep Dive
As Head of Innovation at Purdie Pascoe, how does your team support market research projects?
We offer a comprehensive suite of solutions, such as questionnaire programming, fieldwork management, respondent rewards and incentives, data analysis and tabulation, advanced analytics, auto-charting, data visualization, and dashboards. Additionally, we continuously explore and integrate the latest tools and innovations into our projects.
In your opinion, how do you define innovation in the context of market research?
I believe it involves a blend of two strategies. Firstly, adopting the latest cutting-edge technology. Secondly, rethinking and repurposing existing solutions in new ways. For instance, we recently introduced “real-time dashboards” to our clients, enabling them to view some study results in real time while the study is still ongoing. This innovation leverages our in-house questionnaire programming and dashboard delivery capabilities, which are not new concepts. However, combining these technologies in a novel way has resulted in something truly innovative and unique.
What are the key drivers of innovation in healthcare market research today?
There are so many I could mention! Here are two examples:
Artificial intelligence and natural language processing: These technologies significantly impact our ability to analyse vast amounts of data efficiently, optimise our processes and generate insights.
Agile approach: This is essential for maintaining time and cost efficiency in healthcare market research. Agility allows us to quickly adapt to changing project requirements, client feedback, and evolving market conditions.
How do you identify emerging trends and technologies that could impact the market?
We identify emerging trends and technologies by continuously monitoring industry publications, attending key conferences, and engaging with various vendors. We keep an open mindset and actively listen to all relevant stakeholders to stay informed. I use the word ‘try’ deliberately, as the industry is constantly evolving, making it challenging to stay fully up to date. However, our commitment to adaptability and curiosity ensures we remain at the forefront of new developments, providing our clients with the most current and impactful insights.
How are new technologies such as artificial intelligence and machine learning transforming market research?
These technologies enable us to swiftly process vast amounts of data, uncovering patterns and insights that traditional methods might miss. They also improve survey design, allowing for the creation of adaptive questionnaires that provide deeper insights into respondents’ true feelings. Additionally, AI automation handles routine tasks, freeing researchers to focus on more strategic work. Ultimately, these advancements are making market research faster and more cost-effective.
What are the biggest challenges in fostering innovation within market research?
One of the biggest challenges in fostering innovation within market research is balancing the integration of new technologies with the need for data accuracy and reliability. While AI tools can quickly provide a broad overview, they may overlook nuances that are crucial for clients. The challenge lies in combining traditional and modern approaches to capture both the big picture and specific details. Additionally, budget constraints and the rapid pace of technological advancements can make it difficult to choose, invest and implement the most suitable innovations. Finally, protecting data privacy and ensuring ethical research practices remain critical as we adopt new technologies.
How would you describe the distinctive skills and expertise that your innovation team at Purdie Pascoe brings to the table?
I am incredibly proud of our team, as each analyst contributes uniquely to our shared goal of precision and proactivity in their roles and in supporting research. Our analysts come from diverse backgrounds and bring a variety of skills, and are always eager to make the work easier for our researchers. I often compare this to a football team, where the goalkeeper and striker play different but equally crucial roles. While the goalkeeper rarely scores, they prevent the team from conceding goals, enabling the striker to succeed. This analogy perfectly captures the dynamics within our team.
What most excites you about the work you do?
I am naturally curious, always eager to understand the “why” in everything around me. Market research fulfils this curiosity perfectly. I also find it mentally stimulating to tackle new challenges and keep up with the latest technology.