Ep. 83: How to Get to That “Aha!” Moment When Conducting Market Research - Interview w/ Darshan Mehta

How to Get to That “Aha!” Moment When Conducting Market Research

Generating insights from market research is crucial to driving innovation and audience engagement. How can B2B marketers uncover these insights more strategically? How can insights be best leveraged for marketing?
Join us as we have an informative conversation with research expert Darshan Mehta (Founder, iResearch.com), who talks to us about the importance of getting to that “Aha!” moment. During our discussion, Darshan talks about why having structured curiosity is paramount to success, what mistakes to avoid, what metrics to focus on, and some tips on how to generate better insights from market research.https://youtu.be/j7wDSiBhiiQ

Topics discussed in this episode:

• Darshan talks about the nature of insights and what they are. [1:26]
• How to best uncover insights when conducting market research [3:54]
• Some mistakes and misconceptions when it comes to generating insights from market research, and what needs to be done to address these. [13:42]
• Darshan’s view on how often companies should conduct research. [17:41]
• Some immediate steps that B2B marketers can take to leverage insights from research for better results. [22:08]

Companies & links mentioned in this episode:

• Darshan Mehta on LinkedIn 
• iResearch 

Click here to access the episode key takeaways. 

Transcript

SPEAKERS

Christian Klepp, Darshan Mehta

Christian Klepp  00:00

Welcome to B2B Marketers on a Mission, a podcast for B2B marketers that helps you to question the conventional, think differently, disrupt your industry, and take your marketing to new heights. Each week, we talk to B2B marketing experts who share inspirational stories, discuss our thoughts and trending topics, and provide useful marketing tips and recommendations. And now, here’s your host and co-founder of EINBLICK Consulting, Christian Klepp. Okay, welcome to this episode of the B2B Marketers on a Mission podcast where you get your weekly dose of B2B marketing insights. This is your host Christian Klepp. And today I am joined by someone who is on a mission to empower marketers to gain actionable insights when conducting market research. So it’s all about getting to that aha moment. So coming to us from Bangkok, Thailand, Mr. Darshan Mehta, let me see if I can get this right. Sawatdee Ka. Welcome to the show.

Darshan Mehta  00:53

Sawatdee Ka. Great to be here. Christian, thank you very much.

Christian Klepp  00:59

Really looking forward to this conversation. Darshan. So let’s, let’s dive right in. Sure. Okay. So you know, you’re no stranger to market research, right. In fact, you authored a book on the subject, and it was called, you know, back to what I was saying earlier, getting to Aha. So why today’s insights are tomorrow’s facts? So this is something that’s extremely important for B2B organizations that actually have taken the initiative to invest the market research. So talk to us about the nature of insights and what they are?

Darshan Mehta  01:26

Sure, first of all, let’s talk about the definition of insights. I think that’s often a term that’s used loosely and differently by different people. I would say the Insight is do not stop at just facts and observations. It’s much deeper. It’s also taking into consideration sociological trends, cultural impacts, as well as technological. And I’d say probably the best example I can give you of what an insight is, when we are listening to a really good comedian. And they basically take observations and things. And they articulate in a way that makes you say, Oh, my God, I never thought of it that way. But that’s so true. And that’s the other part of an insight, you’re actually trying to get to a core truth and underlying trigger motivator, that’s a core truth and you kind of know it. As soon as you see it, I just makes total sense. Because ultimately, what you’re trying to do with an insight