Monday - June 9th, 2014
Concurrent Sessions C

Everyone thinks of changing the world, but no one thinks of changing himself

Leo Tolstoy was right. It’s easy to ponder the world and list out the top 47 things that need changing. We can even describe in great detail exactly how to make those changes. But have you ever considered changing YOU. I’ve learned about so many serious problems with the market research industry that I might as well pick a more promising career in politics. Research panels are skewed, response rates are in the toilet, clients need final conclusions before the research has begun, reports are too long, we aren’t using enough big data or social listening data or mobile data or neuroscience data. Oh, and you’re doing it all wrong. In this presentation, I’ll outline some of the big game changing problems we’ve encountered as researchers and discuss how they aren’t problems at all, but rather opportunities. We’ve all heard that DIY is going to kill the market research industry by taking our jobs. True or False? Well, if that’s false, then we’ve all heard that big data is going to kill the market research industry.  True or False?  Prepare to be inspired. Prepare to convince me to summarize my talk with a never seen before original ukulele tune. 

Every researcher is bombarded with negativity day in and day out. It’s exhausting. We finally need to hear that we have the power, I HAVE THE POWER, to make the change that makes market research even better.

As a result of this session, participants

Annie Pettit


Chief Research Officer, Peanut Labs

Annie Pettit, PhD is the Chief Research Officer of Peanut Labs and Vice President, Research Standards at Research Now. She specializes in social media listening research, survey methods, and data quality. Annie is the Editor in Chief of MRIA’s Vue magazine. She is a sought after keynote speaker and has presented at conferences such as IJMR, QRCA, ESOMAR, ARF, CASRO, MRA, MRMW, NetGain, AMSRS, NewMR, and MRIA, and has published numerous refereed and industry articles. She won Best Methodological Paper at Esomar 2013, and the 2011 AMA David K. Hardin Award. Annie tweets at @LoveStats, writes the LoveStats marketing research blog, and is the author of The Listen Lady, a novel about social media research. She can be reached at

Annie is an engaging speaker who never fails to both educate and entertain her audience, as evidenced by above average speaker scores. She brings a fun sense of humour, surprising honesty, and a casual style to every presentation. Though she may lose her place once in a while, she never reads from notes, or stands like a statue behind the lectern. Most importantly, every presentation is the exact length it’s supposed to be – never too short and absolutely never too long.