One word that describes the status of market research today

Summary

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

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• Outdated Practices: Natalie critiques the conventional approaches to consumer research, highlighting their inefficiency and slow adaptation to modern needs. "Market research, consumer research is still done in very outdated ways" (01:42).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

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Connect with Natalie Kelly:

• LinkedIn: Natalie Kelly
• Zappy Website: Zappy IO

Subscribe for More Insights: Stay updated with the latest in marketing and technology by subscribing to the MarTech Podcast™ on your favorite podcast platform or on YouTube.

Transcript

[Benjamin Shapiro]

The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com.

From advertising to software as a service to data across all of our programs and clients, we've seen a 55 to 65% open rate. Getting brands authentically integrated into content performs better than TV advertising. Typical lifespan of an article is about 24 to 36 hours. If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

Welcome to the Martech Podcast, a member of the I Hear Everything Podcast network. In this podcast you'll hear the stories of world class marketers that you technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

I'm Benjamin Shapiro and joining me today is Natalie Kelly, the CMO of Zappy and the co author of Brand Global, Adapt Local. And today Natalie is going to explain how marketers can effectively encode their brand voice using AI tools. Give me one word that describes the status of market research today.

[Natalie Kelly]

Disruption worthy.

[Benjamin Shapiro]

There's a hyphen in there. We're going to call it one word, disruption worthy. All right, tell me why.

[Natalie Kelly]

So market research, consumer research is still done in very outdated ways. There are newer, better ways to capture consumer feedback and store it and treat it in a more agile, continuous fashion than a lot of companies do. A lot of companies will go do a consumer survey and get the feedback and then they'll make a decision. And then it takes a long time to bring that feedback to life in the form of a product that appears on a shelf or packaging or design or an advertising campaign. A lot of these super bowl campaigns, for example, they're designed many, many months before and by the time the consumer has given that feedback and it's actioned, the consumer may have moved on to the next thing. So I think the process is very slow and the way it's done in a lot of companies is still very old school. And what I love about Zappy and the platform that we offer is that it makes it connected and continuous. So the consumer feedback is in the loop throughout. And you don't just have to do a one and done throwaway research. The feedback remains in there, the consumer data remains in there. And what you were talking about at the very beginning about these areas of AI Use. The top ones are market research and data analysis. And that's exactly what we do in our platform. And that's exactly where 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, with the use of more modern technology, which we've been using for many years. So I'm a huge fan of the work that we're doing and I do believe it's disrupting a market that is worthy of disrupting disruption.

[Benjamin Shapiro]

Worthy. The one word answer. All right, moving on. Last question. Buy or sell? Are you buying or selling that all writers should be using artificial intelligence for every piece of copy they create, I'm.

[Natalie Kelly]

Going to have to say sell. Wow. I'm not going to buy that idea. The reason is every piece of copy, I can't subscribe to that. I write stuff and I publish it without AI. And I always will. There will always be times when I just want to write something quickly and I think it's good and I'm going to publish it, especially for social media content. So I do believe every writer should use AI. I don't believe they should use it for every piece of copy that they write.

[Benjamin Shapiro]

I think I use AI for everything now. And it's not necessarily just that AI is writing. It's my evaluation tool, it's my editor, it's my sanity check. It's making sure that everything is in my tone of voice. I'm not always 100% consistent, but I assume that artificial intelligence is. If I give it the right rules, I'm in the buy camp. I'm surprised you're in Cell.

[Natalie Kelly]

Can I give you one consideration that will maybe move you to the cell camp?

[Benjamin Shapiro]

By all means.

[Natalie Kelly]

So if you're engaging with someone on social media, do you consider it copy if you are replying to a comment engaging? Because I would consider that copy that I'm writing because it's published, it's out there, other people are seeing it, my audience sees it, it gets impressions. But I wouldn't think to use an AI tool for that because I want it to be authentic and me and my voice to shine. So that's where I think. I'm not going to use AI for everything. Sometime actually, if I have a thoughtful comment or my comment might be a little snippy if somebody's hating on my post, I sometimes will use AI to tone myself down. Like, hey, make this sound a little snarky. Natalie is coming across a little snarky today. But I don't use it for every piece of copy, that's for sure.

[Benjamin Shapiro]

You're right. I don't use AI for my replies. Now that I think of it, I probably should. I feel like most of my replies are trying to be funny and people are like, this guy's a clown. But hopefully the underlying posts are pretty good.

[Natalie Kelly]

Good answer.

[Benjamin Shapiro]

All right, on that note, Natalie, it was wonderful to have you back on the Martech podcast. Congratulations on finishing your fourth book for your success at Zapi, and of course, for being one of my favorite business writers.

[Natalie Kelly]

Oh, thank you, Ben. Wonderful.

[Benjamin Shapiro]

All right, that wraps up this episode of the Martech Podcast. Thanks to Natalie Kelly, the CMO of Zappy and the author of Brand Adapt Local. If you'd like to contact Natalie, you can find a link to her LinkedIn profile in our show notes or on martechpod.com or you can visit her company's website, which is Zappy IO. If you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or find us on YouTube and we'll be back in your feed next week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

[Natalie Kelly]

Foreign.

[Benjamin Shapiro]

Thanks for listening to the Martech podcast, and I hear everything. Production Looking to launch or scale a podcast like this one for your brand? Then visit iheareverything.com.