COVID-19 Insights Leaders Roundtable: Edition N

Posted On Jun 26, 2020 By admin With Comments Off

COVID-19 Insights Leaders Roundtable: Edition 9

In our recent COVID-1 9 Revelations Captains Roundtable there was a decided focus on optimism, with a perspective that the crisis has created an environment ripe for” positive interruption “. While still much confusion on the details, the shape of the future is becoming clearer and the footpath forward is not dissimilar to where we were in January, although certainly, the pace of pas has increased significantly. Also, for the first time, we had a COVID-1 9 survivor on the commission on human rights; John Kearon from System1 Group is now on the far side of recovery, adding an additional, personal perspective to the impact of the disease.

One ivory of knowledge that was shared that is worth highlighting: everyone will come out of lockdown fitting into at least one of these categories 😛 TAGEND

A Hunk A Chunk A Drunk

That certainly seems to be accurate based on my waistline!

For this session, the panelists were 😛 TAGEND

Lucy Davison, Founder, and Managing board- Keen as Mustard Marketing John Kearon, CEO- System1 Group Dan Fitzgerald, CEO and President- InCrowd Tom Anderson, Founder- OdinAnswers

As ever, the discussion focused on the same four topics 😛 TAGEND

What is changing in the industry as a consequence of COVID-1 9( business positions, shiftings in methodologies, brand-new patient priorities, etc .) How are you as captains changing personally( tips, ideas, best patterns )? How are your occupations adapting? What happened next? What are the opportunities for the future when things calm down?

Some of the high-level ascertains that came out of this session include 😛 TAGEND Current State:

Business continues to pick up, especially over the last two weeks. Conversion that were already happening continue to accelerate:

Virtual everything. Synthesizing multiple data source connection. Leveraging past data, including normative databases that still apply( and countless do ). Focused, short-lived, iterative surveys, and qual.

Large business issue research is still ” soft “. Examples include:

Modeling. Trends. Nonetheless, there is a significant focus on ” foresight ” research at the moment across all categories. Many businesses are struggling with pragmatic matters pertaining to basic business operations:

Are agencies necessary, and if so for what operates? Migrating to WFH prototypes, and which crew members can and cannot do that? Liability publications. Maintaining use/ life offset. How to maintain a cohesive culture.

Future State:

Employee Satisfaction is emerging as just as important as Customer Satisfaction. Both DIY and Consulting will continue to grow, while the middle ground of traditional MR will struggle. Businesses are adopting more flexibility and efficiency in everything. Logistical concerns and tech adoption will drive a massive rethinking of approaches; we are seeing that already in academic the studies and clinical tribulations. Simplification and focusing on what matters will become a core racial significance. More increased emphasis on” data sustainability “; abusing all data assets as efficiently as possible. Better cooperation between agencies and brands.

As always, there are many more great insights in the full chronicle and record; enjoy!

Look for the next copy in one week; in the meantime, we hope you and yours remain healthy and prosperous.

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Lenny Murphy: Let’s dive in and I’m really looking forward to this conversation because we’re kind of at a pivotal point now. I think we’re maybe in some type of inflection whether it’s a good thing or bad thing, I don’t know. As we progress to this, before we go into for that specific points, let’s start with what are you seeing and hearing in the business as it relates to your business and to the industry as a whole. Lucy, because I’m a Southern gentleman, I tend to always begins with the damsels. Please, what are you seeing?

Lucy Davison: Thank you, sir. I think there was an instantaneous bit of a panic, to be honest, and I think that the experience I’ve had is that now, it is beginning to pick up. My buyers, from what I’m hearing, briefs are starting to come in and there’s a wider looking forward- I know we’ve all talked about the brand-new normal and what does that really mean, but I think that things are definitely ogling most effective and people are looking to the future. However, patently we might be facing a quite significant recession so I think it’s going to have a very long-term impact, the whole situation around COVID-1 9 is going to be a very long-term change and I imagine a good deal of it will be good. So, I conceive the disruption that was already taking place in insights has been obviously speeded up to around things like everything moving to online, online announces, doing a lot of work around social network data, expending existing data, data analytics, data integration, all those things which were already happening I guess have been given an atrocious lot more impetus.

Lenny Murphy: That surely jives in what we’ve been hearing as well. John, I’m going to ask you a variation of that but laded. Since you guys do so much ad testing, please tell me that first, you did not test all of “We’re in this together” ads that we’re besieged with because I’d be really disappointed if you guys hadn’t, those were great ads and then secondly, are you seeing now a change in advertising?

John Kearon: Yes, a few things. “We’re all in this together, ” those are the public health ones, are they, in the US?

Lenny Murphy: It’s like every single ad for every single product or service you could imagine were all- on this idea of sacred, solemn music, empty-bellied streets but we’re here for you.

Lucy Davison: Rainbows.

Lenny Murphy: Yes. It was just a downer.

John Kearon: Look, we have actually researched pretty much all of the COVID-related ads certainly in the US, UK and actually a few from around the world because the usual guidelines apply. Yes, there have been some wonderful five-star, really wonderfully feeling, reverberating ads. They tend to be the ones that are uplifting. They tend to be the ones that are human and tell a story and I’m afraid, while I affection the- I’m doing a webinar for philanthropies as one of the purposes of the SMR foundation in the couple of weeks. I was looking at the philanthropy ads in the COVID. We researched about 500 COVID ads there and the character rolls nearly systematically horrid I’m afraid, because they are somber as “youve said”, a downbeat. They are mostly “Give us your fund, we’re desperate.” It’s not immense, whereas the ones that people have adoration – you were talking about your bird-dog barking earlier. There’s a brilliant one which is about “Well, lockdown may be abominable for humen but babies are loving it. They don’t know why their owners are around a lot more but they like it.” I think it’s ads like that with a bit of joy, a bit of humanity that are working well. One of the things for a research point of view that we’ve tested, ads- we’ve re-tested I think twice now, 100 ads that we’d researched last year, time to see whether respondents are answering in a different way because that was a topic that seemed to come up from a lot of our clients and the answer delightfully is no. Same answer, same decisions. Certainly, different contexts of COVID has changed some ads only because they’re either most relevant or less relevant but yes. No more research, respondent governs apply. To answer your earlier one, yes, we attended a big conversion and I’m sure we’ll get into it, but my adage internally is being never squander a good crisis. Lucy, like you said, I think there may be- I don’t want to be too optimistic about this necessarily but I just think this may cover charge hurried conversions that are happening anyway and actually, perhaps this is the moment where buying behavior displacements a little bit in favor of the techniques and storytelling that I know on this call is very good at. Lenny Murphy Thank you, John. That’s a really great point around that standard still addresses. That was a big question earlier today. One follow up question before we get to Dan on that note, John, are you seeing an uptick now on new testing?

John Kearon: In reality, apologies for the vagary but public fellowship, I should be careful, but it’s been a V-shape if you like or the V isn’t quite completed but yes, it was a striking lessen and it seems to be, what it is, developing week by week by week and coming back. I don’t know if it’s coming back exactly but it’s- Lucy, I think you said light-green shoots are emerging, appropriate for spring.

Lucy Davison: Yes, we definitely picked up the affluence of witnessing just a few more RFPs literally in the last week so hopefully, paws intersected. Lenny Murphy Dan, you’ve been in maybe one of the most interesting status of all to this since your business is focused on understanding what’s happening on the frontlines from a healthcare perspective. What are you seen in terms of business stages and what’s your appreciation on where things are right now?

Dan Fitzgerald: Yes. It’s been interesting being in the center of the action, Lenny. As we talked about, I’ve been in the broader, cross-vertical data part of the data and penetrations industry a majority of the members of my occupation so the concentration in life science and pharmaceutical and healthcare research is- that accumulation article is new to me. So what we’re starting to see, I “re saying”, we’ve been hectic within the sector. What “were having” receive is a continued focus on essential questions. We talk a lot about essential issue with our scaffold, short, efficient, fast but high quality, essential determineds of question and some of the more complex work, the pose, the traditional trend-based or move toil and the be faced undoubtedly have soothed but the activity within the digital, fast quant, very efficient reads of the market has been very active for us. Where it started was it began with what’s the impact to my client audience or my patient or my healthcare provider within the arena of what’s happening with COVID-1 9? It shifted to what’s happening within my brand, what’s happening within my list, then it moved to “Let’s track these sort of affects every two weeks” to now we’re starting to see- I guess I’d echo what John is describing here is we’re starting to see what does study around- what does my therapeutic neighbourhood look like and what does my purchaser tour, if you will, look like post-pandemic? We’re starting to see some research that’s focused more on where we’re foreman and what’s around this bend, then that fast and efficient reaction-minded research that I anticipate should certainly occupied most of the work over the last couple of months.

Lenny Murphy: That’s great. Gregg, since we have a smaller than normal body, I’d actually like for you to be a participant and not just my co-moderator.

Gregg Archibald: Uh-oh.

Lenny Murphy: Yes, I know. We’re having trouble. Arguably, I would say that you and Lucy were in unique predicaments to have a broad view from multiple both suppliers and patrons on what’s happening. What’s the latest from the Gen2 perspective on where are at this site in time?

Gregg Archibald: I think everyone has brought up different fragments of what we’re seeing within Gen2. From that perspective, Lucy you mentioned a lot of using social data or going back and looking at existing data and different ways of establishing more effective use of what beings have now. Dan, you were talking about these essential questions and beings contacting out just trying to get some kind of handle on what’s been happening in the moment. I agree that there’s been some very recent shift to say what does the market landscape look like on the other side and who knows what the definition of the other side is. It could be a few months, it could be a year, it could a year and a half something like that. Where are we going to be? What the picture is adhering? We see this uptick, from a technique attitude around everything online, existing data, those kinds of things, good asks, artistic storytelling so there’s almost a little bit of a bifurcation in terms of doing things quickly and efficiently and with new methods, and then also this is a difficult time that people don’t really have a handle on so they need a little bit deeper relationship in the storytelling and the talent that comes along with a good supplier and patient relationship.

Lenny Murphy: Thank you. I want to switch paraphernaliums a little bit now and talk about you as presidents. Certainly, we’ve all been participating in a outing now dealing with here things we probably never thought that would have to and certainly never wanted to. What has been the thing that you are most proud of that you have accomplished as a master during this crisis? John, I’m going to pick on you because you are in a public company and I’m going to put you in a pleasant location because you may not be able to answer it, being in a public company but let’s start with you.

John Kearon: I’ll do my best.

Lenny Murphy: Okay.

John Kearon: Personally, I consider as we’ve chatted before we started recording, first of all, I’m still here having recovered from COVID which “ve given me” a newfound respect for viruses and they are innovative, they’re good. I’m feeling healthful. I think in terms of leadership of the business, we’ve done a few things. It’s difficult to know which ones generate if you like, the morale however did what we call status traction. We do it once a quarter or so. It’s higher than it’s ever been I recall or certainly for many years, who are familiar with? Lenny, I know that you were suggesting a little cynically before, the “All in it together” sort of thing, I don’t know but we’re communicating once a week to all the senior leaders like a town hall, where they can ask questions. I’ve done my best to create a very transparent, clear, “These are our costs, such is our marketings. This is where we are week by week by week, ” and it wouldn’t surprise anyone but for a few weeks at least, the cost was higher than sales. That’s not a good locate to be, but you have to hold your gut. I think it’s communicate, communicate, engage, be human, be open. That seems to be appreciated in a way that whenever this finishes, Gregg, I think you said who knows what it’s going to look like the other side, but I think we’re going to unquestionably keep the weekly modernizes because it seems to help. Everyone seems to appreciate being in the loop, if you like. That’s probably it for me.

Lenny Murphy: John, a rapid question, a follow up on that. What is your project as far as these offices go now?

John Kearon: I know. Isn’t that an interesting one? I was chit-chat with the leadership team last week and we got another follow-on this afternoon last-minute. It simply sees “youve been” think about offices and position cavity. It’s a massive expenditure, extremely London, New York, the big cities. I don’t know. We shifted to home toiling actually about 10 epoches before the official lockdown. I’m sure that everyone here were pretty well set-up to do it. I’d be fascinated to hear others’ experience but why is it efficient, beneficial? Actually, it’s easier to get a hold of consumers if they haven’t been furloughed or if they’re still working. I don’t know. I’m mesmerized whether any of that would stick or which parts of that would stick because it’s very efficient, very productive, actually pretty nice. You can do your family stuff in between. Lenny, that’s how you’ve worked for years and frankly I recommend it, it’s great. Apart from the beige, white ceilings, we all need to paint our ceilings.[ Laughter]

Lenny Murphy: That’s great. All claim, Dan, let’s ask you the same thing. What are you most proud of that you’ve achieved during all of this, then we’ll do a follow up question as well, what do you think the future looks like from an office standpoint? It’s the double-barreled question, go ahead.

Dan Fitzgerald: Great set of questions. I’d say the thing that I’m most pleased with and proud of is maintaining the sense of culture that we had it in army before the ship to work from home and plainly, before the pandemic burst onto the scenes. Maintaining focus and developing and nurturing and be built upon on the culture. This gets back to the identity of the business and how do you continue to reinforce those key characteristics work together in spouse. I’d say that really how have I done that? I been an important factor but quite frankly, the leadership has played an active role and all the employees have played an active role in continuing to work effectively as a unit, are communicated as a crew, try to find that balance between succeed and residence living and through the process, try to have some funds. We have any and all touch levels. I’m reaching out to people one on one. I do a somewhat extensive monthly all-company meeting. All the functions of the crews certainly have regular socials and communications. We have happy hours but we’ve done contests for the best food dish, the craziest shirt period, take a picture of your most unique pair of socks and making out some tiny knack authorizations exactly to get parties communicating and sharing and potentially laughing at themselves a little, as well as “re kidding each other.

John Kearon: Dan, I foresee Lenny must have got your crazy shirt day memo. Dan Fitzgerald: The shirt you’re wearing is not too dissimilar. I’ll send you a illustration , not too disparate from my entryway in my own crazy shirt day.

Lenny Murphy: I don’t consider this crazy, guys. This is pretty normal.

Dan Fitzgerald: All perspective, right?

Lenny Murphy: Yes, it’s all perspective. I’ve got a lot of Hawaiian shirts so I’m hurt. See, this is work from home and not typically being on camera, I don’t think about these things. This whole reality, I have to think about this in a different way now.

Lucy Davison: That’s a fact.

John Kearon: Well said. Just to be transparent, I haven’t been out of my pajama feet for six weeks.

Lucy Davison: Oh no.

Dan Fitzgerald: A good day for me is when I settled shoes on.

Lenny Murphy: Yes, that’s right. I was looking for this one because- John, you’re just so funny. I “re saying”, considering your history of throwing your trousers on stagecoach during talks, I’m happy to hear that you’re wearing pajama bottom.

John Kearon: Lenny, let’s not got to go , no. I’ve predicted the board and everyone, I’ll never get it on again. I promise.

Lenny Murphy: “And a grateful world sighs with relief.” Sorry. Lucy, biggest instruction?

Lucy Davison: I’m building on what everyone provided already in terms of the reinforcing the culture and the internal side of things. What I’m finding is that we’re doing a lot more structured engagements so it’s every single day, we have a minute to catch up with crews and we have always the mustard arms of the Friday and stuff like that which I think is great because it’s not random, it’s actually there so we really know we’re going to touch base and that’s really important. Plus, I envision the acces that we’ve been using Teams has been really effective so it’s been constant backward and forward calls because we’re used to working together in a imaginative squad and I think if you’re in a innovative crew and you’re bouncing ideas off each other, it’s really hard when “were losing” that. In a direction, I’m almost talking to beings more than I did before and I think that’s something which we’ll continue to do no matter what. We did decide to give up our power pretty straight away because we have a 6-month notice period on it and they weren’t giving us leeway on it at all. We are now in a situation where we will probably be looking for a WeWork type for a day now, for a gather there. It will be much more flexible. I contemplate a lot of small businesses would be working in that way so it would be fundamentally home-based with a movable, variable orientation when we need it. I wouldn’t want to be sitting on an horrific bunch of office property right now. The interesting thing is I think we’ve been really open with exactly reaching out to clients and non-clients and really all sorts of time people we are all familiar with, but we’ve been doing many more calls and chitchats. I feel like I’ve spent more time in sessions[ Laughter] with beings than I did before which is interesting. It’s likewise meant that we feel- I feel very connected in a manner that is I wasn’t expecting. That rebuts both your questions really, doesn’t it?

John Kearon: Lucy, it’s prolonged and I wonder whether the change of attires- it’s a habit actually, isn’t it, to have an office?

Lucy Davison: Yes.

John Kearon: We’re re-thinking it, we’re changing it. I want to know whether that sort of thing is going to carry over into market research. What old-fashioned dress might be questioned and might be rethought?

Lucy Davison: Exactly. It’s like those of us who are old enough to remember when experiment started going online, it was a major shock to people that you time didn’t do the same survey and simply fasten it online and I envisage a great deal of people are still learning that. The intuition that now, this would be another large-hearted coup in call of the mode that parties use data and information and the space they get it, it will be completely different. It will be light and bite-sized and integrated and light-footed. I suppose also the path that people are communicating and the nature that people are using technology within organizations will significantly bang the channel that we do research. Absolutely.

Lenny Murphy: That is a great segue way. This is the point in our call where I usually label in Gregg as the co-moderator, to talk about what is this future state look like. He may surprise the americans and take us in another direction but I think that I genuinely would like to explore this case of these discussions now. What do things look like from here?

Gregg Archibald: Yes, and that was great segue. Lenny Murphy Wait, hold the line, Greg. We have a sometime entering, Tom Anderson who is supposed to be on but apparently was running late. Tom, welcome.

John Kearon: Great. Hi, Tom.

Tom Anderson: Great. Thank you. Sorry for getting late. It wasn’t in my schedule properly.

Lenny Murphy: That’s okay. We’ve been chitchatting Tom, and we’ve been talking about where things are, et cetera. We’re transitioning into a exchange about what does the future state look like. I’m going to hush, hand it to Gregg, but that’s where we are in the conversation so you can jump in as we are now going. Gregg, take it away.

Gregg Archibald: Yes, thanks. Welcome, Tom. It’s good to hear your voice. Let’s dive in on this idea of old habits and I want to talk first a little bit about the relationship between insights agencies and penetrations districts within symbols. I want to see if you guys are seeing any changes in the nature of those gossips and the nature of the relationships, how you check those things altering across, and then we’ll get into a little bit more of the methods used things that you are starting to bring up, Lucy. Let’s start with Dan.

Dan Fitzgerald: So, our business is direct to labels. We’re on 90% plus working with the largest world pharmaceutical companies and truly are essentially a research agency ourselves. In calls of what I understand within the broader ecosystem, challenging questions because our emphasis is really on that brand relationship. What I suspect that we’re going to see is- this may seem obvious but I think we’re moving to a real period of flexibility and adaptability. I think we’re entering a date where some of the method used that we’ve exerted historically are to be able to- many of those might be rethought and I think there are going to be a need to really be flexible 10 and adaptive with our purchasers around solving some of their insights-gathering requirements and I talk a lot about patient empowerment which is another way of going consumers alter limitation over certain activities they may want to be able to conduct through implements themselves, other cases where they’re going to want an experienced domain expert that can really assisted them with that interpretative, analytical and storytelling line-up of things but I think that this period that we’re moving in to is really going to accelerate an openness for new methods and listen, we’re going to have to establish some those of brand-new baselines and some of those brand-new metrics and how are we going to measure that customer loyalty and label allegiance in the future. Those are some things that I think are pretty apparent that we’re learn within out interactions with our clients.

Gregg Archibald: Yes, we’ve had a lot of gossips about this idea of what are these measures going to look like on the other side. Again, whatever that implies or whenever that happens but the relevant recommendations of firebrand loyalty and what are those motorists or customer patriotism and what are those connects that we have with the companies that we’re doing business with. Lucy, exactly a few moments ago, you were starting to talk about some spaces that you think we’re going to see some alters between the institutions and purchasers. You were talking about it from a technique attitude. Do you want to dig in on that little bit deeper?

Lucy Davison: I can a bit. What I was witnessing with my patients was that clearly, the DIY trend had been enormous and was significantly intensified very quickly through the COVID situation whereby beings were simply exploring and investing in all sorts of different ways of doing it in marketings when they worked with in-brand client-side while at the same time, I think there’s a big opportunity and the other side of what has been going on was the consultancy. Effectively, what you’ve get is this completely different model in terms of how the business offices, from how it has previously, and on the consultancy side, consumers are looking for insight people who have real event and understanding and good at storytelling. As Dan was saying, it’s that whole feature of it building on that. It’s not so much better about the doing of the research but the thinking and the application of it and the actual doing part, I fantasize patients will need more help in terms of methodologies around understanding what it intends when you’ve looked at a lot of data from different sources and how to assess the value of that data and truly integrate it. I imagine 11 there’s a huge amount of undertaking and opening there. I think that it’s a partition to seeing how we used to work and in terms of the kinds of methodologies that we used to use. I have patrons who unexpectedly said that March was the best month they’d ever had and those were big clients that are doing things like online call and social media and entanglement data, and introduced qualitative reporting and qualitative work in those areas but maybe call it proportion is one of the things I think is massively constructing. Does that answer your question?

Gregg Archibald: Yes.

John Kearon: Lucy, whether it’s the DIY, when clients are doing it more of themselves and/ or confined budgets, what I’m looking at or maybe it’s only my hope, is that things are simplified. All of those unnecessary, added complicated questions that take time, effort to program and question that often have very little value, I speculate simplifications, stripping down to its quintessence I think is actually a good thing.

Lucy Davison: It’s absolutely essential. Its’s something that we’ve been crying out for. In a style, it’s something that we’ve been asking clients to do for a really long time but they insist on overcomplicating things.[ Laughter] You might experience some agencies, they’ve been pushing back at patrons like “Please don’t have more questions. Please don’t ask your colleagues, ” whenever you lent a ton of other questions.“Please keep it short, keep it light, keep it simple.” It might be that maybe buyers are finally shifting to do that in a really, actually constructive way by providing all sorts of penetration and data from all sorts of different sources and not feeling they’ve got to get all their ducks in a row with one study.

Gregg Archibald: Are both of you indicating- go ahead, John.

John Kearon: Gregg, sorry. I’m delightfully amused by Tom’s marvelous lockdown beard. That’s great, Tom. Tom Anderson: Yes, I knew it. I’m looking for a excerpt for this week and I was supposed to only shave everything off but, I don’t know. If you guys decided to go all black or should I croak black? I don’t know we’re “re coming in” – okay.

Dan Fitzgerald: Hey, Gregg. This is Dan. Just to build on that last thread before we shift into our COVID whiskers which I’m likewise sporting as Lenny and the team knows, but this essential simplicity concept, I think what’s also routed in there is a higher sensitivity around the respondent through this process. Certainly, we pictured that in our life sciences experiment with patient-level research and healthcare research but I do think that this whole experience has deepened a rank of predisposition and what are we questioning these respondents to do and not do and what’s acceptable. I do think that that sort of theory is going to be elevated moving forward with this notion around simplicity and efficiency is what do we really need to ask.

Lucy Davison: Absolutely.

Gregg Archibald: You make a good point. We actually have interpreted or have been screaming for years and years and years to get rid of the 30 -minute survey and maybe this will be an impetus for some of that vary. Tom, what about you? What are you seeing in the relationship between you guys and the brands, how you’re working together? What’s different today versus a few months ago and where do you manager?

Tom Anderson: We’ve been deepening our entire business and doing a lot of occurrence towards online e-commerce retail, direct to shopper, et cetera which we started before this happened which is nice that- it seems to align in terms of where things are going. The word we’re utilizing internally is tactical study as opposed to strategic. If we announce what market researchers are normally doing, it’s particularly ad hoc and we call it exceedingly strategic title but there’s this torrent of data coming into companies and we are taking it in now. We did a free COVID tracker, tracking five, things for companies. It’s free so it mentions of trust, mentions of returns or deletion et cetera, but our core produce is much more powerful and it’s actually a play towards enterprises. Parties are talking all the time. People are talking in the see core, in the chat streams and issues come up in that and a lot of that can be answered in real-time with tactical data. I’m hoping that this is something that’s going to grow, I believe it will be and it’s something that we’re going into full force.

Gregg Archibald: Yes, and the facts of the case that the data exists right now, that makes the work to get to it but the data has already been accumulated so that plays into the efficiency thing. Lenny, with that I’m going to- I were able to talk for a further two or 3 hour on related topics but we’re not going to in the interest time, so Lenny I’m going to turn it back over to you. Lenny Murphy Thanks, Gregg. I’m going to ask one wrap-up question from each of you. So, I’m going to put you on the spot and if you had to make a prediction on anything, what is the one thing that you expect to see six months down the road that will be different, basically different than the world six months ago? Tom, since you were the last one in, you’ll be the first one out, so to speak. Give me a prediction.

Gregg Archibald: I approximate the safe bet might be to say that the decline of traditional retail will continue and accelerate, and the other side of that will increase and not just Amazon but direct to customer firebrands, very interested in their success and I think that’s just going to increase.

Lenny Murphy: Okay, all right. We’ll go around in reverse order on how I see you. Lucy, prophecy?

Lucy Davison: I had an idea of which I think is quite interesting which is the first time in my vocation with an revelation that I’ve seen data right at the center of decisions being presented by parties on a daily basis and I’m precisely hoping that maybe science and data- perhaps Dan would like to talk about this fragment but maybe science and data will be more important and parties will realize, I think we’ve had a very anti-science kind of decade. I thoughts perhaps it might be back in the forefront and parties locating decisions on good data and I would like to see that happen. That’s a slightly different take on it. Lenny Murphy All right. Dan, since you got called in.

Dan Fitzgerald: Yes. Geez, there are so many guidances to go with this one, Lenny. I would say what is in absolute is footpath of acquisition and the whole path of purchase and how customers are engaging with makes and brands have changed fundamentally so I would then- what I’m aroused about is as it relates to our manufacture is access and knowing your customers and constituencies is going to be more critical than ever before. So, that’s an provoking opportunity if you precisely hugged that where does that go for our manufacture, new ways of testing, learning, participating, planning, those are things that we’re concentrates on and thinking a lot about.

Lenny Murphy: John?

John Kearon: Lenny, apologies. Alice, our youngest, simply sounded in. This is the lockdown reality, isn’t it?

Lenny Murphy: No worries.

John Kearon: For me, I’ll characterize it as a hope rather than a prognosi. This heartens core clients and us to cut to the chase, simplify what is really makes a difference, what contributes to label emergence and profitability. I envision my exclusively projection because I feel quite certain about it, is it’s a happy thing I sounds from a friend the other day. Apparently, each of us are going to come out of lockdown as one of three things: a piece, a clump, or a stoned. I’m actually not divulging which- it’s surely not a part in my contingency, anyway.

Lenny Murphy: I’m not even sure of that, John. Thank you. What if you’re all three? Is that possible?

John Kearon: That “wouldve been” superb, yes.

Lenny Murphy: I’m a classic overachiever. Gregg, I know you transferred but I’m going to ask you too, so one prediction.

Gregg Archibald: I want to stick with path of buy but I’m not going to. The impression that Lucy was referencing I think is an important one which is right now, we don’t know what things are going to look like and people are looking for anything that can give some reassurance of what that future looks a lot like. I believe that the role of insights, the role of data is going to increase and help inform decisions. I think we’ve had a lot of perspective throughout the years. We all do our segmentation studies and we do our stance and user studies. Anything that was done in the past year is off the shelf so I think we’re in a good plaza for the revelations manufacture as a whole across of all the various data characters and approaches to come to the table and be able to give some data guided responses or perspective to all of the questions that business is having to ask itself right now.

Lenny Murphy: Very, very helpful. I’ll sum it up before we culminate. With each of these, I’m trying to think what was the theme and I would say that this maybe the most helpful and forward-looking session so far which I consider indications where we are in this process, at least for me personally. I’m in the sense of, “Okay, we’re emerging into something new, some brand-new stage.” Not sure what that looks like or how long it will previous but it does feel more hopeful than it did just a few weeks ago. I hope that that is ongoing and I relish you guys reinforcing that. In the interest of time, we’re going to wrap up now. Thank you all for being now. Tom, since you came in sometime, I will follow up with you separately. We’ll bring you in so you can participate in the first part of the questions but glad that you were here for the last part. John, since you were recovering from COVID, best wishes my friend. Thank you.

John Kearon: Thank you. No, I’m back. Thanks.

Lenny Murphy: All right good. I hope that everybody else eschews that demise because we don’t want to- none of us are John Kearon.

John Kearon: Yes, but as I said earlier, at least I can do everyone’s shopping now. Only mail me a shopping list.

Lenny Murphy: That’s right. You have the get-out-of-jail-free card man. That’s great. You did it the hard way but you got it. That’s great. Everybody, thank you. Be safe, is very well, be sane, be prosperous and we will talk again soon. Thank you.

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