In this episode of the Happy Market Research Podcast, Dan Fleetwood chats with Doug Keith, Founder of Future Research Consulting, about the evolving landscape of market research. Doug shares his insights on how the industry has changed over the years and the critical need to push past the "safe" middle-ground to embrace true innovation. From the rise of agile research and AI to fostering deeper connections with clients, Doug explains how strategic thinking and curiosity are the keys to driving meaningful change in today’s fast-paced research world.

Guest:
Doug Keith – Founder of Future Research Consulting. Doug has extensive experience in both qualitative and quantitative research, specializing in blending strategic insight with practical solutions. He is passionate about driving innovation and helping businesses think beyond traditional approaches to stay ahead of market shifts.

Topics and timestamps:

[00:00] Intro
[00:23] Doug Keith’s background and his journey to starting Future Research Consulting
[02:06] Doug's thoughts on the biggest changes in market research in recent years
[03:24] The impact of Agile research: Speed vs. quality
[04:54] The balancing act: Good, fast, and cheap in today’s research landscape
[06:00] How AI is changing research workflows and removing strategic thinking
[07:30] The role of AI as a helper, not a replacement
[09:03] Strategic thinking vs. rushing through tasks in research projects
[11:08] The importance of slowing down to improve outcomes
[12:45] The role of curiosity and investment in personal development for researchers
[14:03] The dangers of outsourcing too much: Losing touch with the research process
[16:23] Doug’s thoughts on the need for continuous learning and strategic thinking in market research
[18:27] How to avoid the trap of "safe" research and innovate in your approach
[21:19] The importance of helping the customer vs. just hitting internal KPIs
[23:52] Doug’s advice for market researchers looking to stay ahead of industry trends
[25:30] Outro

Useful links:

Doug Keith on LinkedIn: https://www.linkedin.com/in/doug-keith-futureresearch/

Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood

Learn more about QuestionPro: https://www.questionpro.com