MarTech Podcast™ // Marketing + Technology = Business Growth Episode: One Word That Describes the Status of Market Research Today
Release Date: May 16, 2025
Host: Benjamin Shapiro
Guest: Natalie Kelly, CMO of Zappy and Co-Author of Brand Global, Adapt Local

Introduction

In this episode of the MarTech Podcast™, host Benjamin Shapiro engages in an insightful conversation with Natalie Kelly, the Chief Marketing Officer of Zappy and co-author of Brand Global, Adapt Local. The discussion centers around the current state of market research and the role of artificial intelligence (AI) in marketing copy creation.

The Current State of Market Research: "Disruption Worthy" [01:35]

When prompted to describe the status of market research with one word, Natalie answers, "Disruption worthy." She elaborates on the shortcomings of traditional market research methods:

• Outdated Practices: Natalie critiques the conventional approaches to consumer research, highlighting their inefficiency and slow adaptation to modern needs. "Market research, consumer research is still done in very outdated ways" (01:42).

• Need for Agility: She emphasizes the necessity for more agile and continuous methods of capturing and utilizing consumer feedback. Traditional surveys often lead to delayed product or campaign adjustments, rendering the feedback less relevant by the time it's actioned.

• Zappy's Modern Approach: Natalie introduces Zappy's platform, which enables a connected and continuous feedback loop. This approach leverages AI to make market research more efficient and responsive. "The feedback remains in there, the consumer data remains in there. [...] we've implemented AI tools first, because that is time consuming, but it can be sped up and it can be more continuous and agile with the use of AI" (01:50).

AI in Marketing Copy: Buy or Sell? [03:19]

Benjamin poses a provocative question to Natalie: "Are you buying or selling that all writers should be using artificial intelligence for every piece of copy they create?"

• Natalie's Stance - Sell: Natalie disagrees with the notion of using AI for every piece of copy. She advocates for a balanced approach, reserving AI tools for enhancing efficiency without compromising authenticity. "I'm not going to buy that idea. [...] I do believe every writer should use AI. I don't believe they should use it for every piece of copy that they write" (03:32).

• Personal Practice: She shares her own practices, preferring to write spontaneously for certain content, especially on social media, to maintain a genuine voice. However, she acknowledges situations where AI can aid in refining responses, such as toning down snarky comments. "I sometimes will use AI to tone myself down" (04:21).

• Benjamin's Usage: Benjamin reveals that he currently uses AI extensively for various aspects of his writing process, including editing and ensuring consistency in tone. However, Natalie challenges him to consider the authenticity of his social media interactions. "If you are replying to a comment engaging? [...] I would consider that copy that I'm writing" (04:22).

Balancing AI and Authenticity [04:17]

The dialogue delves into the importance of maintaining an authentic voice while leveraging AI tools. Natalie underscores the value of human touch in interactions that are visible to the audience, distinguishing between editable content and genuine engagement.

• Authenticity in Replies: Natalie points out that while AI can assist in refining messages, certain interactions benefit from a personal touch to ensure sincerity. "I want it to be authentic and me and my voice to shine" (04:21).

• Benjamin's Reflection: Benjamin contemplates integrating AI into his reply process to enhance effectiveness without losing his unique voice, acknowledging the potential benefits Natalie highlighted.

Conclusion and Takeaways

The episode wraps up with heartfelt appreciation for Natalie’s contributions and achievements. Benjamin congratulates her on her latest book and her success at Zappy.

• Final Thoughts: Benjamin offers a valuable takeaway for listeners: "Focus on keeping your customers happy" (06:20).

• Contact Information: Listeners are directed to Natalie's LinkedIn profile and Zappy’s website for further engagement.

Notable Quotes

• Natalie Kelly on Market Research:

  "Market research, consumer research is still done in very outdated ways." (01:42)

• Natalie Kelly on AI and Continuous Feedback:

  "The feedback remains in there, the consumer data remains in there." (01:50)

• Natalie Kelly on Using AI for Copy:

  "I'm not going to buy that idea. [...] I do believe every writer should use AI. I don't believe they should use it for every piece of copy that they write." (03:32)

• Benjamin Shapiro on His Use of AI:

  "I'm in the buy camp. [...] I'm not always 100% consistent, but I assume that artificial intelligence is." (03:55)

• Natalie Kelly on Authenticity:

  "I want it to be authentic and me and my voice to shine." (04:21)

• Benjamin Shapiro's Takeaway:

  "Just focus on keeping your customers happy." (06:20)

Key Insights

1. Modernizing Market Research: There's a pressing need to update market research methodologies to be more agile and continuous, leveraging AI to process and utilize consumer feedback in real-time.

2. Balanced Use of AI in Content Creation: While AI can significantly enhance efficiency and consistency in writing, maintaining authenticity and personal voice is crucial, especially in direct audience interactions.

3. Continuous Feedback Loops: Integrating AI into consumer feedback systems can transform how businesses respond to and implement market insights, leading to more timely and relevant product developments and marketing strategies.

4. Authenticity vs. Efficiency: Striking the right balance between using AI tools and preserving the human element in communication is essential for maintaining trust and engagement with audiences.

Conclusion

This episode of the MarTech Podcast™ provides a thought-provoking exploration of the evolving landscape of market research and the nuanced role of AI in marketing. Natalie Kelly's insights underscore the importance of innovation and authenticity in leveraging technology for business growth.

Connect with Natalie Kelly:

• LinkedIn: Natalie Kelly
• Zappy Website: Zappy IO

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