IIeX NA 2019 Conference Series – Jennifer Lauture – TD Ameritrade

Happy Market Research Podcast

Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Jennifer Lauture, Marketing and Analytics Research Manager at TD Ameritrade.

Contact Jennifer Online:

LinkedIn

TD Ameritrade

[00:00]

Jennifer Lauture, TD Ameritrade. You all know the company. She’s a proven insights professional. She was actually a speaker at IIEX in Austin this year. She’s got a really unique point of view with market research and its applications inside of the brand ecosystem and how it is utilized by TD Ameritrade and others to make business decisions. A lot of value here. I’ve also included a link directly to Jennifer on LinkedIn in the show notes. Hope you enjoy.

[00:34]

I have Jennifer Lauture, TD Ameritrade. Tell me what you think about IIEX this year.

[00:42]

I think it’s fantastic. This is the first time I’ve been here. I like the fact that it’s not so large that I can’t talk to somebody. I like the fact that it’s small enough for me to feel like I can get to know people in a smaller context. I was at Qualtrics about two months ago.

[01:05]

That was an epic adventure, right?

[01:07]

That was huge. That was 10,000 people. This is much smaller; it’s more intimate. I feel like it’s warmer too in a lot of respects.

[01:19]

Yeah, I agree. I think that this is a... From a value perspective, if you want to hear some top minds motivate you, you’re not going to be Qualtrics. But if you’re looking for interaction with the under-the-surface part of the iceberg, then... GreenBook does a great job in putting on IIEX, allowing us to create really the connections, understanding who’s entering into market research from a technology perspective, what are the unique applications of that technology, how can I actually apply that to my day-to-day life as a market researcher.

[01:59]

Yeah, that’s exactly why I like being here and what attracted me to this conference is because we’re always on the lookout for new vendors and I have no idea how to get to know them or how to get to know their product, except this incredibly formal: “Dear, So-and-So: I’m interested in your product and it looks like your website has some stuff. Come and present for me.” And it’s incredibly scripted and very formal. And then there’s this expectation. It’s a little bit like dating. This is much more informal. You can get to know your providers and what they offer without a lot of pressure to carry through the relationship, and you just pick the ones that are right for you.

[02:47]

Totally. So, what have you seen that’s interesting so far?

[02:49]

So far, I think the way that certain companies are creating communities for feedback, that’s incredibly interesting because that’s a lot faster than how we’re used to doing things at my company. I might say a good research project is a four-week-time turnaround. And now people are saying, “Oh, yeah, we could probably do it in two weeks; we could probably do it in one week if you needed to.” And I was in a workshop yesterday that really within the span of an hour, we did a co-creation session.

[03:27]

Fun. An hour.

[03:28]

An hour!

[03:29]

That’s crazy, right?

[03:31]

Yes. And, you know I try to push my vendors to try to do that. And maybe sometimes, it’s for very small, very quick-hit projects. Now I know where to go.

[03:48]

Absolutely. That’s awesome. I think it’s really neat seeing the diversity. Did you go to the WIRe event last night?

[03:56]

I did.

[03:57]

That was cool.

[03:59]

Yes, that was very cool. It was at the Hotel Ella.

[04:02]

Yeah, which is a killer bar.

[04:03]

Yes, it is a killer bar, and I happened to be staying there. And I was like, “Why not?