We’re thrilled to feature Amanda Hirsch, President of Vital Findings and a recipient of this year’s Insight250 Global Innovator & Leadership Awards sponsored by mTab and ESOMAR, which recognize exceptional contributions to the insights industry. With her outstanding leadership at Vital Findings, Amanda has consistently demonstrated the transformative power of market research in driving organizational success.
In this Q&A, Amanda shares her perspectives on the latest trends and innovations shaping the insights industry, the balance between data-driven and human-centric approaches, and the biggest opportunities AI and automation present for the future. She also reflects on the most important leadership lessons she’s learned throughout her remarkable career.
Read on to gain Amanda’s unique insights and vision for the future of the industry!
1. What trends or innovations in the insights industry are you most excited about right now, and how do you see them impacting business strategy for the C-suite?
I am really excited about all the possibilities that AI has opened up in the insights industry. While many companies and leaders are apprehensive about AI and its capabilities in market research, I believe that leveraging AI to propel us forward is incredibly exciting. I love that Vital Findings has fully embraced AI and is leading the industry in utilizing AI in various ways in market research.
One of AI’s most promising aspects is its ability to generate high-quality imagery that was previously either impossible or prohibitively expensive. For example, AI can create realistic product prototypes and immersive virtual environments for consumer testing, significantly reducing costs and time. It can also bring consumers to life in a way that is now so quick and realistic that many more people within an organization can experience the consumer in situ, which was never possible before.
The impact on the C-Suite is really the speed to “good enough” insights. AI tools are invaluable for quick sense-checking and providing rapid insights in areas where you need information but don’t have time or budget and want more than gut-level decision-making. When the stakes are lower or when you need a quick sense check, these tools are right at your fingertips. It’s providing access and peace of mind when it wasn’t possible to get it before.
Beyond the C-suite, I am excited about the democratization of data and insights that AI can provide. Many small businesses have historically been excluded from the insights game due to budget constraints, lack of time, or simply not knowing where to turn. Now, with the advent of accessible AI DIY tools, small businesses can access valuable information and insights that were previously out of reach. For instance, tools like AI-driven survey platforms and sentiment analysis software enable small businesses to gather and analyze customer feedback efficiently. The integration of AI in market research is not only transforming the industry, it is leveling the playing field for businesses of all sizes.
2. As someone who works closely with data and insights, how do you balance the analytical with the human element in your work?
Balancing the analytical with the human element is crucial in my work. While data is undeniably powerful, providing confidence in decision-making, highlighting opportunities, and amplifying consensus, it often lacks context and nuance. This is where the human element becomes critical.
Qualitative insights are the human element that allows us to provide the “why” behind the numbers and interpret quantitative data meaningfully. Incorporating the human element is essential for interpretation and is critical for forward-thinking, helping us envision future possibilities.
One of my favorite examples of this balance is co-creation. One of our clients uses a rapid response online tool to gather feedback on different design elements in their product development process. While helpful, this tool cannot explain why a design element works or doesn’t work, nor does it provide context for how consumers imagine using these elements.
We proposed co-creating the next product with our client, bringing designers and marketers into the room with consumers. Together, they developed the next product iteration, with consumers highlighting current opportunity areas and must-have elements for future products. This collaboration led to more informed, empathetic, and innovative designs that wouldn’t have been possible with the rapid response tool alone.
Blending data with human insights elevates our understanding and drives better business outcomes. By integrating the analytical with the human element, we create a more comprehensive and forward-thinking approach to insights.
3. Looking back at your career, what would you say has been the most important lesson you’ve learned about leadership in the insights industry?
It’s going to sound so simple, and it is, but to treat people as humans. Throughout my career, I’ve encountered both wonderful and terrible leaders. The successful leaders whom I strive to emulate are those who recognize and respect the humanity in each of us. We are all educated adults with lives beyond our professional roles, and leadership is about ensuring that people feel valued.
Valuing people can take many forms. It doesn’t always have to be through financial means, but it can be through time, grace, a listening ear, or being the voice of reason. It’s about standing by your team when faced with unreasonable requests or when clients forget that we are human, too. Ultimately, it all boils down to treating people with respect and empathy.
Leadership also involves knowing when to step forward and when to step back. I’ve learned to surround myself with individuals who possess knowledge and skills that I lack. While I sometimes struggle with self-doubt, I remind myself that leadership is not about knowing everything but about knowing who to ask. The best leadership fosters an environment where others feel empowered to use their voices, knowing that their opinions and experiences are valued and considered.
In essence, the most valuable lesson I’ve learned is that leadership is about human connection, empathy, and creating a space where everyone feels heard and appreciated. This approach not only builds strong teams but also drives innovation and success in the insights industry.
4. With AI and automation gaining momentum in the insights industry, where do you see the biggest opportunities for leveraging these technologies while still preserving the value of human insight?
There are so many exciting developments happening with AI, and it’s evolving rapidly. New tools emerge daily, and their functionality and accuracy keep improving. Here are three areas where I see significant opportunities and excitement for AI in the insights industry:
- Image and Video Generation: Generating images and videos that bring consumers to life, such as day-in-the-life videos and consumer product usage videos, are incredibly valuable to stakeholders. These visual aids provide a brief yet impactful window into consumers’ lives, reiterating the purpose and value of their brand or product.
Traditionally, finding the right people, capturing the right scenarios, and telling a compelling story through videos has been time-consuming and prohibitively expensive. However, recent advancements in AI have made it possible to generate highly realistic images and videos in nuanced and detailed environments, making these deliverables accessible to all clients. For example, AI can create images with exact specifications and generate in-situ videos quickly and cost-effectively, providing stakeholders with valuable visual insights.
- Increasing Volume of Insights Inexpensively: Qualitative research is critical for every organization. Companies must engage with consumers, gather feedback, and evolve based on consumer wants and needs. However, traditional qualitative research can be time-consuming and expensive.
At Vital Findings, we’ve been leveraging AI qualitative tools to increase the volume of qualitative insights quickly and cost-effectively. While there are limitations to AI-led qualitative interviews, such as the need for straightforward conversations and brief interactions, AI can schedule participants on their individual timetable and conduct hundreds of interviews simultaneously. AI-moderated interviews also help with sensitive topics, where participants may feel more comfortable and honest with an AI interviewer. This approach has opened up an avenue of what I would call “quantitative qual” that wasn’t humanly possible before. - Summarizing Information: AI has become remarkably proficient at summarizing information. You can feed it report after report, and it will summarize them beautifully, saving considerable time. This allows us to focus on telling the story and deriving actionable insights.
While AI cannot predict the future, it excels at summarizing past events. By letting AI handle the summarization, we can dedicate our brainpower to answering the critical questions of “So what?” and “What’s next?” This is a significant win for the insights industry.
