Ep. 226 - Emmet Ó Briain on the Right way to use Consumer Insights and how Many Researchers get it Wrong

My guest today is Emmet Ó Briain, Founder of Quiddity. Established in 2010, Quiddity offers methodologically innovative research, particularly in the use and analysis of naturally-occurring data (and especially language) in consumer and social research. Prior to founding Quiddity, Emmet spent 6 years at Ipsos as Research Development Director. Additionally, he has recently made a name for himself as the naming guru on LinkedIn.  Find Emmet Online: LinkedIn Email: [email protected] Website: www.quiddity.ie Find Us Online:  Social Media: @happymrxp LinkedIn Website: happymr.com This Episode’s Sponsor:  This episode is brought to you by HubUx. HubUx reduces project management costs by 90%. Think of HubUx as your personal AI project manager, taking care of all your recruitment and interview coordination needs in the background. The platform connects you with the right providers and sample based on your research and project needs. For more information, please visit HubUx.com. [00:00] On Episode 226, I’m interviewing Emmet Ó Briain, founder of Quiddity, but first a word from our sponsor. [00:09]   This episode is brought to you by HubUx.  HubUx is a productivity tool for qualitative research.  It creates a seamless workflow across your tools and team.  Originally, came up with the idea as I was listening to research professionals in both the quant and qual space complain about and articulate the pain, I guess more succinctly, around managing qualitative research.  The one big problem with qualitative is it’s synchronous in nature, and it requires 100% of the attention of the respondent. This creates a big barrier, and, I believe, a tremendous opportunity inside of the marketplace.  So what we do is we take the tools that you use; we integrate them into a work flow so that, ultimately, you enter in your project details, that is, who it is that you want to talk to, when you want to talk to them, whether it’s a focus group, in-person, or virtual or IDI’s or ethnos; and we connect you to those right people in the times that you want to have those conversations or connections – Push-Button Qualitative Insights, HubUx.  If you have any questions, reach out to me directly. I would appreciate it. [email protected] [01:34]   Hi, I’m Jamin, and you’re listening to the Happy Market Research Podcast.  My guest today is Emmet Ó Briain, founder of Quiddity.  Established in 2010, Quiddity offers methodologically innovative research, particularly in the use and analysis of naturally occurring data, and especially language, in consumer and social research.  Prior to founding Quiddity, Emmet spent six years at Ipsos as research development director. Additionally, he has recently made a name for himself on several of my threads where he has become the naming guru.  Emmet,