COVID-19 Insights Leaders Roundtable: Edition 9

COVID-19 Insights Leaders Roundtable: Edition 9

COVID-19 Insights Leaders Roundtable: Edition 9

In our latest COVID-1 9 Revelations Leaders Roundtable there was a decided focus on optimism, with a perspective that the crisis has created an environment ripe for” positive disruption “. While still much hesitation on the details, the shape of the future is becoming clearer and the itinerary forward is not dissimilar to where we were in January, although certainly, the tempo of travelling has increased substantially. Too, for the first time, we had a COVID-1 9 survivor on the commission on human rights; John Kearon from System1 Group is now on the far side of retrieval, contributing an additional, personal position to the impact of the disease.

One bead of gumption that was shared that is worth highlighting: everyone will come out of lockdown fitting into at least one of these categories 😛 TAGEND

A Hunk A Chunk A Drunk

That certainly seems to be accurate based on my waistline!

For this session, the panelists were 😛 TAGEND

Lucy Davison, Founder, and Managing Director- Keen as Mustard Marketing John Kearon, CEO- System1 Group Dan Fitzgerald, CEO and President- InCrowd Tom Anderson, Founder- OdinAnswers

As ever, the discussion focused on the same four topics 😛 TAGEND

What is changing in the industry as a result of COVID-1 9( business heights, switchings in approaches, new buyer priorities, etc .) How are you as governors accommodating personally( tips, intuitions, best rules )? How are your organizations changing? What comes next? What are the opportunities for the future when things calm down?

Some of the high-level learnings that came out of this session include 😛 TAGEND Current State:

Business continues to pick up, specially over the last two weeks. Change that were already happening continue to accelerate:

Virtual everything. Synthesizing several data sources. Leveraging past data, including normative databases that still apply( and numerous do ). Focused, short, iterative sketches, and qual.

Large business issue research is still ” soft “. Examples include:

Modeling. Trends. However, there is a significant focus on ” foresight ” research at the moment across all categories. Many businesses are struggling with pragmatic matters pertaining to basic business operations:

Are agencies required, and if so for what parts? Migrating to WFH mannequins, and which unit members can and cannot do that? Liability publishes. Maintaining succeed/ life balance. How to maintain a cohesive culture.

Future State:

Employee Satisfaction is emerging as just as important as Customer Satisfaction. Both DIY and Consulting will continue to grow, while the middle ground of traditional MR will fight. Businesses are espousing more flexibility and efficiency in everything. Logistical concerns and tech adoption will drive a massive rethinking of techniques; we are seeing that already in academic the studies and clinical tests. Simplification and focusing on what matters will become a core culture cost. More emphasis on” data sustainability “; utilizing all data assets as efficiently and effectively as possible. Better cooperation between agencies and labels.

As always, there are many more great insights in the full transcription and transcript; experience!

Look for the next copy in one week; in the meantime, we hope you and yours remain healthy and prosperous.

Click here to end the full transcript in PDF format

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Lenny Murphy: Let’s dive in and I’m certainly looking forward to this conversation because we’re kind of at a pivotal point now. I think we’re maybe in some type of inflection whether it’s a good thing or bad thing, I don’t know. As we progress to this, before we go into for that particular point, let’s start with what are you seeing and hearing in the business as it relates to your business and to the industry as a whole. Lucy, because I’m a Southern gentleman, I tend to always start with the damsels. Please, what are you seeing?

Lucy Davison: Thank you, sir. I think there was an instantaneous flake of a panic, to be honest, and I think that the experience I’ve had is that now, it is beginning to pick up. My clients, from what I’m hearing, briefs are starting to come in and there’s a wider looking forward- I know we’ve all has spoken about the new normal and what does that really mean, but I think that things are definitely inspecting most effective and people are looking to the future. However, undoubtedly we might be facing a quite significant recession so I think it’s going to have a very long-term impact, the whole situation around COVID-1 9 is going to be a very long-term change and I anticipate a good deal of it will be good. So, I think the disruption that was already taking place in insights has been clearly speeded up to around things like everything moving to online, online calls, doing a great deal of work around social network data, consuming existing data, data analytics, data integration, all those things which were already happening I mull have been given an horrid lot more impetus.

Lenny Murphy: That certainly jives in what we’ve been hearing as well. John, I’m going to ask you a variation of that but loaded. Since you guys do so much ad testing, please tell me that first, you did not test all of “We’re in this together” ads that we’re attacked with because I’d be really disappointed if you guys hadn’t, those were great ads and then furthermore, are you seeing now a change in advertising?

John Kearon: Yes, a few things. “We’re all in this together, ” those are the public health ones, are they, in the US?

Lenny Murphy: It’s like every single ad for every single product or service you could imagine were all- on this idea of solemn, solemn music, empty-bellied streets but we’re here for you.

Lucy Davison: Rainbows.

Lenny Murphy: Yes. It was just a downer.

John Kearon: Look, we have actually experimented pretty much all of the COVID-related ads certainly in the US, UK and actually a few from around the world because the usual governs apply. Yes, there have been some wonderful five-star, really wonderfully psychological, resonating ads. They tend to be the ones that are uplifting. They tend to be the ones that are human and tell a story and I’m afraid, while I affection the- I’m doing a webinar for philanthropies as part of the SMR foundation in the couple of weeks. I was looking at the charity ads in the COVID. We experimented about 500 COVID ads there and the character operates nearly systematically terrible I’m afraid, because they are somber as you said, a downbeat. They are basically “Give us your coin, we’re desperate.” It’s not great, whereas the ones that beings have adoration – you were talking about your pup barking earlier. There’s a gorgeous one which is about “Well, lockdown may be painful for humans but domesticateds are loving it. They don’t know why their owners are around a lot more but they like it.” I think it’s ads like that with a bit of exhilaration, a bit of humanity that are working well. One of the things for a research point of view that we’ve experimented, ads- we’ve re-tested I think twice now, 100 ads that we’d researched last year, only to see whether respondents are answering in a different way because that was a topic that seemed to come up from a good deal of our clients and the answer delightfully is no. Same answer, same results. Patently, different contexts of COVID has changed some ads exactly because they’re either more relevant or less relevant but yes. No more study, respondent powers apply. To answer your earlier one, yes, we learnt a massive change and I’m sure we’ll get into it, but my motto internally is being never squander a good crisis. Lucy, like you said, I think there may be- I don’t want to be too optimistic about this necessarily but I just think this may cover charge rushed changes that are happening anyway and actually, maybe this is the moment where buying behavior switches a little bit in favor of the techniques and storytelling that I know on this call is very good at. Lenny Murphy Thank you, John. That’s a really great point around that standard still exercises. That was a big question early on. One follow up question before we get to Dan on that note, John, are you seeing an uptick now on new testing?

John Kearon: In reality, apologies for the vagary but public company, I should be careful, but it’s been a V-shape if you like or the V isn’t fairly completed but yes, it was a spectacular reject and this appears to, what it is, proliferating week by week by week and coming back. I don’t know if it’s coming back precisely but it’s- Lucy, I think you said dark-green shoots are emerging, appropriate for spring.

Lucy Davison: Yes, we definitely picked up the affluence of witnessing only a few more RFPs literally in the last week so hopefully, fingers crossed. Lenny Murphy Dan, you’ve been in maybe one of the most interesting locations of all to this since your business is focused on understanding what’s happening on the frontlines from a healthcare perspective. What are you seen in terms of business levels and what’s your ability on where things are right now?

Dan Fitzgerald: Yes. It’s been interesting being in the center of the action, Lenny. As we talked about, I’ve been in the broader, cross-vertical data part of the data and insights industry a majority of the members of my job so the concentration in life science and pharmaceutical and healthcare research is- that accumulation section is new to me. So what we’re starting to see, I “re saying”, we’ve been busy within the sector. What “were having” investigate is a continued focus on essential questions. We talk a great deal about essential issue with our platform, short-lived, efficient, fast but high quality, crucial designates of question and some of the more complex work, the pose, the traditional trend-based or move part and the be faced clearly have lightened but the activity within the digital, fast quant, very efficient speaks of the market has been very active for us. Where it started was it began with what’s the impact to my client audience or my patient or my healthcare provider within the arena of what’s happening with COVID-1 9? It shifted to what’s happening within my symbol, what’s happening within my list, then it moved to “Let’s track these sort of affects every two weeks” to now we’re starting to see- I suspect I’d echo what John is describing here is we’re starting to see what does investigate around- what does my therapeutic sphere look like and what does my customer travel, if you will, look like post-pandemic? We’re starting to see some study that’s focused more on where we’re pate and what’s around this bend, then that fast and efficient reaction-minded research that I visualize should certainly occupied most of the work over the last couple of months.

Lenny Murphy: That’s great. Gregg, since we have a smaller than customary body, I’d actually like for you to be a participant and not just my co-moderator.

Gregg Archibald: Uh-oh.

Lenny Murphy: Yes, I know. We’re having trouble. Arguably, I would say that you and Lucy were in unique situates to have a broad view from variou suppliers and buyers on what’s happening. What’s the latest from the Gen2 position on where are at this part in time?

Gregg Archibald: I think everyone has brought up different cases of what we’re seeing within Gen2. From that perspective, Lucy you mentioned a lot of using social data or going back and looking at existing data and different ways of obligating more efficient use of what beings have now. Dan, you were talking about these essential questions and parties reaching out just trying to get some kind of handle on what’s been happening in the moment. I agree that there’s been some very recent shift to say what does the market landscape look like on the other side and who knows what the definition of the other side is. It could be a few months, it could be a year, it could a year and a half something like that. Where are we going to be? What things are attaching? We see this uptick, from a methodology attitude around everything online, existing data, those kinds of things, good rebuttals, innovative storytelling so there’s almost a little bit of a bifurcation in terms of doing things quickly and efficiently and with working method, and then also this is a difficult time that beings don’t actually have a handle on so they need a little bit deeper relationship in the storytelling and the creativity that comes along with a good supplier and patient relationship.

Lenny Murphy: Thank you. I want to switch gears a little bit now and talk about you as commanders. Plainly, we’ve all been on a outing here dealing with here things we probably never thought that would have to and certainly never wanted to. What has been the thing that you are most proud of that you have accomplished as a captain during this crisis? John, I’m going to pick on you because you are in a public companionship and I’m going to put you in a comfortable slot because you may not be able to answer it, is in conformity with a public companionship but let’s start with you.

John Kearon: I’ll do my best.

Lenny Murphy: Okay.

John Kearon: Personally, I visualize as we’ve chatted before we started recording, first of all, I’m still here having recovered from COVID which “ve given me” a newfound respect for viruses and they are innovative, they’re good. I’m feeling healthful. I think in terms of leadership of the business, we’ve done a few things. It’s difficult to know which ones compose if you like, the morale however did what we call status traction. We do it once a quarter or so. It’s higher than it’s ever been I study or certainly for many years, who knows? Lenny, I know that you were suggesting a little cynically before, the “All in it together” sort of thing, I don’t know but we’re communicating formerly a week to all the senior leaders like a town hall, where they can ask questions. I’ve done my best to create a very transparent, clear, “These are our overheads, these are our auctions. This is where we are week by week by week, ” and it wouldn’t surprise anyone but for a few weeks at least, the cost was higher than sales. That’s not a good locate to be, but you have to hold your nerve. I think it’s communicate, communicate, participate, be human, be open. That seems to be appreciated in a way that whenever this finishes, Gregg, I think you said who knows what it’s going to look like the other side, but I think we’re going to certainly keep the weekly updates because it seems to help. Everyone seems to appreciate being in the loop, if you like. That’s probably it for me.

Lenny Murphy: John, a quick question, a follow up on that. What is your contrive as far as these offices go now?

John Kearon: I know. Isn’t that an interesting one? I was chit-chat with the leadership team last week and we got another follow-on this afternoon later. It really acquires “youve been” think about offices and bureau gap. It’s a massive expense, especially London, New York, the big cities. I don’t know. We shifted to home directing actually about 10 periods before the official lockdown. I’m sure that everyone here were pretty well set-up to do it. I’d be fascinated to hear others’ experience but why is it efficient, fertile? Actually, it’s easier to get a hold of clients if they haven’t been furloughed or if they’re still operating. I don’t know. I’m mesmerized whether any of that would stick or which parts of that would stick because it’s very efficient, very productive, actually pretty nice. You can do your family stuff in between. Lenny, that’s how you’ve worked for years and frankly I recommend it, it’s enormous. Apart from the beige, white ceilings, we all need to paint our ceilings.[ Laughter]

Lenny Murphy: That’s great. All freedom, Dan, let’s ask you the same thing. What are you most proud of that you’ve achieved during all of this, then we’ll do a follow up question as well, what do you think the future looks a lot like from an office standpoint? It’s the double-barreled question, go ahead.

Dan Fitzgerald: Great set of questions. I’d say the thing that I’m most pleased with and proud of is maintaining the sense of culture that we had it in multitude before the ship to work from dwelling and undoubtedly, before the pandemic flare onto the situations. Maintaining focus and developing and nurturing and be built upon on different cultures. This gets back to the identity of the business and how do you continue to reinforce those key characteristics work together in consort. I’d say that really how have I done that? I been an important factor but quite frankly, the leadership has played an active role and all the employees have played an active role in continuing to work effectively as a crew, are communicated as a team, try to find that balance between run and residence living and through the process, try to have some funds. We have any and all touch points. I’m reaching out to beings one on one. I do a somewhat substantial monthly all-company meeting. All the functions of the units apparently have regular socials and communications. We have happy hours but we’ve done contests for the best food dish, the craziest shirt epoch, take a picture of your most unique pair of socks and passing out some tiny gift credentials simply to get people communicating and sharing and potentially laughing at themselves a little, as well as “re kidding each other.

John Kearon: Dan, I visualize Lenny must have got your crazy shirt day memo. Dan Fitzgerald: The shirt you’re wearing is not very dissimilar. I’ll send you a characterization , not extremely disparate from my enter in my own crazy shirt day.

Lenny Murphy: I don’t consider this crazy, guys. This is pretty normal.

Dan Fitzgerald: All perspective, right?

Lenny Murphy: Yes, it’s all perspective. I’ve got a lot of Hawaiian shirts so I’m hurt. See, this is work from dwelling and not generally being on camera, I don’t think about these things. This whole reality, I have to think about this in a different way now.

Lucy Davison: That’s a fact.

John Kearon: Well said. Just to be transparent, I haven’t been out of my pajama posteriors for six weeks.

Lucy Davison: Oh no.

Dan Fitzgerald: A good day for me is when I positioned shoes on.

Lenny Murphy: Yes, that’s right. I was looking for this one because- John, you’re just so funny. I “re saying”, considering your history of descent your trousers on stagecoach during talks, I’m happy to hear that you’re wearing pajama bottom.

John Kearon: Lenny, let’s not go there , no. I’ve promised the board and everyone, I’ll never do it again. I promise.

Lenny Murphy: “And a grateful world rustles with relief.” Sorry. Lucy, biggest lesson?

Lucy Davison: I’m building on what everyone provided already in terms of the reinforcing the culture and the internal perspective of things. What I’m finding is that we’re doing a lot more structured fills so it’s every single day, we have a minute to catch up with teams and we have always the mustard arms of the Friday and substance like that which I think is great because it’s not random, it’s actually there so we really know we’re going to touch base and that’s really important. Plus, I believe the behavior that we’ve been using Teams has been really effective so it’s been constant backward and forward calls because we’re used to working together in a innovative crew and I think if you’re in a imaginative crew and you’re bouncing ideas off each other, it’s really hard when you lose that. In a behavior, I’m nearly talking to parties more than I did before and I think that’s something which we’ll continue to do no matter what. We did decide to give up our bureau moderately straight away because we have a 6-month notice period on it and they weren’t giving us leeway on it at all. We exist in a situation where we will probably be looking forward to a WeWork type for a era here, for a intersect there. It will be much more flexible. I make a lot of small businesses would be working in that way so it would be fundamentally home-based with a movable, variable site when we need it. I wouldn’t want to be sitting on an horrid quantity of office property right now. The interesting thing is I think we’ve fucking really open with only contacting out to clients and non-clients and time all sorts of only people we know, but we’ve been doing many more calls and converses. I feel like I’ve spent more time in meetings[ Laughter] with beings than I did before which is interesting. It’s likewise means that we feel- I feel very connected in a manner that is I wasn’t expecting. That answers both your questions certainly, doesn’t it?

John Kearon: Lucy, it’s prolonged and I wonder whether the change of habits- it’s a dres genuinely, isn’t it, to have an office?

Lucy Davison: Yes.

John Kearon: We’re re-thinking it, we’re changing it. I want to know whether that sort of thing is going to carry over into market research. What old-fashioned habits might be questioned and might be rethought?

Lucy Davison: Exactly. It’s like those of us who are old enough to remember when investigate started going online, it was a major shock to beings that you precisely didn’t do the same survey and simply lodge it online and I recall a good deal of beings are still learning that. The intuition that now, this would be another big-hearted revolt in term of the way that beings use data and information and the road they get it, it will be completely different. It will be ignited and bite-sized and integrated and light-footed. I conclude also the room that people are communicating and the mode that people are using technology within organizations will greatly blow the space that we do research. Absolutely.

Lenny Murphy: That is a great segue way. This is the point in our request where I frequently tag in Gregg as the co-moderator, to talk about what is this future state look like. He may surprise the americans and take us in a different direction but I think that I actually would like to explore this patch of the conversation now. What do things look like from here?

Gregg Archibald: Yes, and that was great segue. Lenny Murphy Wait, hold on, Greg. We have a belatedly entry, Tom Anderson who is supposed to be on but apparently was running a little late. Tom, welcome.

John Kearon: Great. Hi, Tom.

Tom Anderson: Great. Thank you. Sorry for being late. It wasn’t in my calendar properly.

Lenny Murphy: That’s okay. We’ve been chitchatting Tom, and we’ve been talking about where the picture is, et cetera. We’re transitioning into a conversation about what does the future state look like. I’m going to hush, hand it to Gregg, but that’s where we are in the conversation so you can jump in as we go. Gregg, take it away.

Gregg Archibald: Yes, thanks. Welcome, Tom. It’s good to hear your voice. Let’s dive in on this idea of old attires and I want to talk firstly a little bit about the relation between penetrations the institutions and revelations agencies within labels. I want to see if you guys are seeing any changes in the nature of those discussions and the nature of the relationships, how you ensure those things shifting across, and then we’ll get into a little bit more of the methodology things that you are starting to bring up, Lucy. Let’s start with Dan.

Dan Fitzgerald: So, our business is direct to labels. We’re on 90% plus working with the largest world pharmaceutical companies and truly are essentially a research agency ourselves. In calls of what I consider within the broader ecosystem, challenging questions because our emphasis is really on that brand relationship. What I suspect that we’re going to see is- this may seem obvious but I think we’re moving to a real period of flexibility and adaptability. I think we’re recruiting a season where some of the method used that we’ve requested historically are going to- many of those might be rethought and I think there are going to be a need to really be resilient 10 and adaptive with our patients around solving some of their insights-gathering requirements and I talk a great deal about patron empowerment which is another way of coming patrons intersperse controller over certain activities they may want to be able to conduct through implements themselves, other cases where they’re going to want an experienced domain expert that can really assisted them with that interpretative, analytical and storytelling surface of things but I think that this period that we’re moving in to is really going to accelerate an openness for new methods and listen, we’re going to have to establish some those of brand-new baselines and some of those brand-new metrics and how are we going to measure that customer loyalty and brand patriotism in the future. Those are some things that I think are pretty apparent that we’re examine within out interactions with our clients.

Gregg Archibald: Yes, we’ve had a lot of conferences about this idea of what are these measures going to look like on the other side. Again, whatever that conveys or whenever that happens but the relevant recommendations of symbol patriotism and exactly what we those operators or customer patriotism and what are those ties-in that we have with the companies that we’re doing business with. Lucy, simply a few moments ago, you were starting to talk about some channels that you think we’re going to see some alters between agencies and purchasers. You were talking about it from a methodology attitude. Do you want to dig in on that little bit deeper?

Lucy Davison: I can a bit. What I was witnessing with my clients was that obviously, the DIY trend had been enormous and was significantly intensified very quickly through the COVID situation whereby people were simply exploring and investing in all sorts of different ways of doing it in marketings when they worked with in-brand client-side while at the same time, I think there’s a big opportunity and the other side of what has been going on was the consultancy. Effectively, what you’ve came is this completely different model in terms of how the business exertions, from how it has previously, and on the consultancy line-up, patients are looking for insight people who have real suffer and understanding and good at storytelling. As Dan was saying, it’s that entire feature of it building on that. It’s not so much about the doing of the research but the thinking and the application of it and the actual doing part, I contemplate clients is necessary more help in terms of approaches around understanding what it wants when you’ve looked at a lot of data from different sources and how to assess the value of that data and truly fully integrated. I repute 11 there’s a huge amount of direct and possibility there. I think that it’s a separation of how we work out and in terms of the kinds of approaches that we used to use. I have buyers who suddenly said that March was the best month they’d ever had and those were big clients that are doing things like online call and social media and web data, and framed qualitative reporting and qualitative work in those areas but perhaps call it flake is one of the things I think is massively building. Does that answer your question?

Gregg Archibald: Yes.

John Kearon: Lucy, whether it’s the DIY, when clients are doing it more of themselves and/ or restricted budgets, what I’m looking at or maybe it’s merely my hope, is that things are streamlined. All of those incidental, added complicated questions that take time, effort to program and debrief that often have very little value, I belief simplifications, divesting down to its centre I think is actually a good thing.

Lucy Davison: It’s absolutely essential. Its’s something that we’ve been crying out for. In a action, it’s something that we’ve been asking clients to do for a really long time but they insist on overcomplicating things.[ Laughter] You might knowledge some agencies, they’ve been propagandizing back at clients like “Please don’t have more questions. Please don’t ask your colleagues, ” whenever you supplemented a ton of other questions.“Please keep it short, keep it light, keep it simple.” It might be that maybe patients are finally shifting to do that in a really, truly constructive way by providing all sorts of penetration and data from all sorts of different sources and not feeling they’ve got to get all their ducks in a row with one study.

Gregg Archibald: Are both of you intimating- is moving forward, John.

John Kearon: Gregg, sorry. I’m delightfully distracted by Tom’s phenomenal lockdown beard. That’s great, Tom. Tom Anderson: Yes, I knew it. I’m looking for a time for this week and I was supposed to really shave everything off but, I don’t know. If you guys decided to go all black or should I start black? I don’t know we’re coming on – okay.

Dan Fitzgerald: Hey, Gregg. This is Dan. Just to build on that last thread before we shift into our COVID beards which I’m likewise sporting as Lenny and the team knows, but this essential simplicity concept, I think what’s also routed in there is a higher sensitivity around the respondent through this process. Certainly, we learnt that in our life sciences research with patient-level research and healthcare research but I do think that this whole experience has heightened a statu of sensibility and exactly what we we expecting these respondents to do and not do and what’s rational. I do think that that sort of theory is going to be elevated moving forward with this notion around clarity and efficiency is what do we really need to ask.

Lucy Davison: Absolutely.

Gregg Archibald: You make a good point. We actually have find or have been screaming for years and times and times to be disposed of the 30 -minute survey and maybe this will be an impetus for some of that deepen. Tom, what about you? What are you seeing in the relationship between you guys and the firebrands, how you’re working together? What’s different today versus a few months ago and where do you foreman?

Tom Anderson: We’ve been varying our entire business and doing a lot of developing towards online e-commerce retail, direct to consumer, et cetera which we started before this happened which is nice that- it seems to align in terms of where things are going. The parole we’re utilizing internally is tactical research as opposed to strategic. If we announce what market researchers are ordinarily doing, it’s extremely ad hoc and we call it particularly strategic title but there’s this torrent of data coming into companies and we are taking it in now. We did a free COVID tracker, moving five, things for business. It’s free so it mentions of confidence, mentions of returns or elimination et cetera, but our core commodity is much more powerful and it’s actually a play towards activities. Parties are talking all the time. People are talking in the order hub, in the chitchat series and issues come up in that and a good deal of that can be answered in real-time with tactical data. I’m hoping that this is something that’s going to grow, I believe it will be and it’s something that we’re going into full force.

Gregg Archibald: Yes, and the facts of the case that the data exists right now, that makes the work to get to it but the data has already been compiled so that plays into the efficiency thing. Lenny, with that I’m going to- I were able to talk for a further two or 3 hour on related topics but we’re not going to in the interest time, so Lenny I’m going to turn it back over to you. Lenny Murphy Thanks, Gregg. I’m going to ask one wrap-up question from each of you. So, I’m going to put you on the spot and if you had to make a prediction on anything, what is the one thing that you expect to see six months down the road that will be different, essentially different than the world six months ago? Tom, since you were the last one in, you’ll be the first one out, so to speak. Give me a prediction.

Gregg Archibald: I suspect the safe bet might be to say that the decline of traditional retail will continue and accelerate, and the other side of that will increase and not just Amazon but direct to customer firebrands, interested in their success and I think that’s just going to increase.

Lenny Murphy: Okay, all right. We’ll go around in reverse order on how I told you. Lucy, projection?

Lucy Davison: I “ve got an idea” of which I think is quite interesting which is the first time in my career with an revelation that I’ve seen data right at the center of decisions being presented by people on a daily basis and I’m precisely hoping that maybe science and data- maybe Dan would like to talk about this chip but perhaps science and data will be more important and beings knows very well, I think we’ve had a extremely anti-science kind of decade. I recall maybe it might be back in the vanguard and beings locating decisions on good data and I would like to see that happen. That’s a slightly different take on it. Lenny Murphy All right. Dan, since you got called in.

Dan Fitzgerald: Yes. Geez, there are so many tacks to go with this one, Lenny. I would say what is in absolute is track of acquire and the whole path of acquire and how customers are engaging with commodities and symbols have changed basically so I is- what I’m evoked about is as it relates to our industry is access and knowing your the consumers and constituencies is going to be more critical than ever before. So, that’s an stimulating possibility if you really embraced that where does that go for our manufacture, new ways of testing, learning, locking, planning, those are things that we’re focused on and thinking a great deal about.

Lenny Murphy: John?

John Kearon: Lenny, apologies. Alice, our youngest, precisely sounded in. This is the lockdown reality, isn’t it?

Lenny Murphy: No worries.

John Kearon: For me, I’ll characterize it as a hope rather than a prognosi. This supports core clients and us to cut to the chase, streamline what actually makes a difference, what contributes to label proliferation and profitability. I reckon my only projection because I feel absolutely convinced about it, is it’s a happy thing I examine from a friend the other day. Apparently, each of us are going to come out of lockdown as one of three things: a gob, a glob, or a wino. I’m certainly not revealing which- it’s clearly not a hunk in my contingency, anyway.

Lenny Murphy: I’m not even sure this is right that, John. Thank you. What if you’re all three? Is that possible?

John Kearon: That would be superb, yes.

Lenny Murphy: I’m a classic overachiever. Gregg, I “ve known you” delivered but I’m going to ask you too, so one prediction.

Gregg Archibald: I want to stick with path of purchase but I’m not going to. The mind that Lucy was referencing I think is an important one which is right now, we don’t know what things are going to look like and parties are looking for anything that can give some reassurance of what that future looks like. I believe that the role of revelations, the role of data is going to increase and help inform decisions. I think we’ve had a lot of perspective throughout the years. We all do our segmentation studies and we do our outlook and user studies. Anything that was done in the past year is off the rack so I think we’re in a good place for the revelations manufacture as a whole across of all the different data natures and approaches to come to the table and be able to give some data addrest responses or perspective to all of the questions that business is having to ask itself right now.

Lenny Murphy: Very, very helpful. I’ll sum it up before we discontinue. With each of these, I’m trying to think what was the theme and I would say that this maybe the most helpful and forward-looking session so far which I conceive signs where we are in this process, at least for me personally. I’m in the sense of, “Okay, we’re emerging into something new, some new stage.” Not sure what that looks like or how long it will last but it does feel more hopeful than it did just a few weeks ago. I to be expected that that continues and I appreciate you guys reinforcing that. In the interest of time, we’re going to wrap up now. Thank you all for being now. Tom, since you came in late, I will be monitored with you separately. We’ll bring you in so you can participate in the first part of the questions but glad that you were here for the last part. John, since you were recovering from COVID, best wishes my friend. Thank you.

John Kearon: Thank you. No, I’m back. Thanks.

Lenny Murphy: All privilege good. I hope that everybody else escapes that demise because we don’t want to- nothing of us are John Kearon.

John Kearon: Yes, but as I said previously, at least I can do everyone’s shopping now. Simply cast me a shopping list.

Lenny Murphy: That’s right. You have the get-out-of-jail-free card man. That’s great. You did it the hard way but you got it. That’s great. Everybody, expressed appreciation for. Be safe, is very well, be sane, be prosperous and we will talk again soon. Thank you.

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