833: Have Meaningful Customer Surveys and Conversations to Create Meaningful Ideas with Darshan Mehta

Darshan Mehta is the founder of iRESEARCH, an insights platform to quickly and affordably extract insights from consumers worldwide. He also runs ConnectQuick.com, an app for instant connections and engaging interactions. Darshan has over 25 years of experience in branding, marketing, insights, strategy, and technology. Today, Darshan talks about tapping into consumer conversations to uncover valuable insights that can help businesses make informed decisions. He emphasizes the power of using humor and observations to understand consumer behavior and shares a case study of how a retailer improved their sales by adjusting their store hours based on customer insights.

In this episode of Marketer of the Day, Darshan explains how AI Research’s platform allows businesses to extract insights affordably and at scale, combining focus group-style conversations with survey validation. He stresses the importance of understanding the full customer experience, from pre-purchase research to post-purchase engagement, and how companies can use these insights to improve products, services, and marketing strategies. Darshan also discusses his upcoming book, Getting to Aha: Why Today’s Insights Are Tomorrow’s Facts, which explores how to identify and leverage actionable insights for business success. To learn more, listeners can visit ai-research.com or contact Darshan directly at DM@ai-research.com.

Quotes

“An insight is the combination of things put together that helps you understand what motivates or triggers consumers to act.”


“Most people nowadays are no longer buying products and services—they’re buying experiences.”


“When you have a group engaged in a conversation, patterns and commonalities emerge that let you validate or challenge your suspicions before scaling.”


“Sometimes simplicity and just doing it, guided by what your market is telling you, is the best way to reach the North Star you’re seeking.”

Resources

Podcast: Play in new window | Download (Duration: 25:45 — 23.8MB) | Embed

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Filed in: Archive 4: 2020-2023 • Interview • Podcast

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