IIeX NA 2019 Conference Series – Tim Lawton – SightX

Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Tim Lawton, Co-Founder and Co-CEO of SightX. Contact Tim Online: LinkedIn SightX [00:00] Tim Lawton, SightX, solid company.  This firm has been... has the best actually UX for analytics that I have seen.  It is absolutely beautiful, and they have created a lot of shortcuts in statistics that let you get to key insights.  It’s almost like Big Data for Dummies, and I don’t want to take away from the power behind the tool. I spent a lot of time with Tim and his co-founder, talking about the statistical side.  I’m not a statistician – nor am I claiming to be – but, having said that, having worked in this space for so long, you get inundated with these types of requests. And they have created some really cool technology.  If you’re in the insights space, you absolutely should check out because it is impressive tech. Enjoy. [00:56]   My guest today on the Happy Market Research Podcast is Tim Lawton, founder, I think. [01:02]   Yes, co-founder of SightX. [01:03] I got to spend a lot of time with your counterpart last night before dinner.  Very intrigued with the story. You guys had spent almost two years in stealth mode right before you came up.  So, maybe, you could talk to us a little bit about why you guys started SightX, what you saw as the market opportunity, the white space, and the pain point.  And then walk us through that sort of journey of going dormant for the R&D phase. [01:31] Sure.  So, the intriguing part of the story is certainly on Naira’s side.  A lot of what we’re doing is her background in research. But when we started initially the onset was solving for a broader problem in the general research process of everything from the data collection to analyzing the data.  At the end of the day, the idea was to automate a lot of those processes for (1) for researchers but, more importantly and equally important, is for non-technical people. So that there’s a level of analysis that’s possible, especially when you talk about market research or any sort of end-user engagement.  So much information nowadays can and is collected that a lot of times what’s valuable and insightful there (to use a key word that everybody is familiar with) is not always easy to do because it takes a lot of time and the level of expertise. So we set out to democratize that expertise, for lack of a better description, for users and researchers of all types and skill levels, everyone to get to that end state of the data that’s been cleaned, coded, organized, and analyzed so that our clients and users can do what they were presumably hired to do:  which is to think creatively, strategically about their brand, their company, their organization but a lot of that time spent as we see as inefficient in that process. So SightX was designed to add efficiencies and augment teams and help teams get to that end state faster by bringing them from the data collection to the analysis and reporting all in one platform. [03:03]    It’s like from my vantage point...  I have a weak background in statistics… [03:11] Myself included.