Posts tagged Andy Greenawalt
The State of Marketing Research Innovation

What You Missed at IIEX 2018 – 3 Takeaways Walking the floor at the Insights Innovation Exchange (IIEX) for a day and a half with our new CEO, Andy Greenawalt, we spoke to several friends, client and supplier side partners, and ducked into quite a few exciting startup sessions.

Three things struck me this year:

-Insights Technology is Finally Getting More Innovative. By that I mean there are no longer just the slight immaterial modifications to existing ways of doing things, but actual innovation that has disruptive implications (passive monitoring, blockchain, image recognition, more intelligent automation…).

As expected most of this innovation is coming from startups, many of which, while they have interesting ideas, have little to no experience in marketing research - and have yet to prove their use cases.

-A Few Marketing Research Suppliers are picking up their consulting game. Surprisingly perhaps, in this area it seems that change is coming from the Qualitative side. For a while qualitative looked like a race to the bottom in terms of price, even more so than what was happening in Quantitative Research. But there are now a handful of Image/Brand/Ideation ‘Agencies’ whose primary methodologies are qualitative who are leading the way to a higher value proposition. There are a couple, but I will mention two I’ve been most impressed with specifically, Brandtrust and Shapiro+Raj, Bravo!

-The Opportunity. I think the larger opportunity if there is one, lies in the ability of the traditional players to partner with and help prove the use cases of some of these newer startup technologies. Incorporating them into consulting processes with higher end value propositions, similar to what the qualitative agencies I noted above have done.

This seems to be both an opportunity and a real challenge. Can Old help New, and New help Old? It may be more likely that the end clients, especially those that are more open to DIY processes will be the ones that select and prove the use cases of these new technologies offered by the next generation of startups, and therefore benefit the most.

While this too is good, I fear that by leaving some of the traditional companies behind we will lose some institutional thinking and sound methodology along the way.

Either way, I’m more optimistic on new Marketing Research Tech than I’ve ever been.

Keep in mind though, Innovation in Marketing Research should be about more than just speed and lower cost (automation). It should be even more about doing things better, giving the companies and clients we work for an information advantage!

@TomHCAnderson

OdinText Names Andy Greenawalt CEO
Andy Greenawalt to lead OdinText accelerated growth phase

We are happy to announce serial Inc. 500 entrepreneur Andy Greenawalt as CEO effective June 1. OdinText founder and current CEO Tom H.C. Anderson will transition to the roles of Chief Research Officer and Chairman.

Andy Greenawalt

An accomplished tech entrepreneur and leader, Greenawalt has successfully built two Inc. 500 SaaS (software as a service) businesses. Most recently, he was CEO of Continuity, a pioneer in the Regulatory Technology industry, and he remains chairman of its board. Prior to Continuity, Greenawalt founded Perimeter eSecurity, now part of BAE Systems, serving as CEO and CTO and on its board. He is a graduate of the University of Massachusetts, Amherst with a degree in Philosophy and Cognitive Linguistics.

“With more Fortune 500 companies choosing OdinText, Andy Greenawalt’s credentials in innovation, his successful record of building SaaS businesses, and his singular focus on creating customer value make him a perfect fit to lead OdinText through its next phase of growth,” said Anderson.

“OdinText is a truly rare startup with Fortune 500 enterprise customers —  the most sophisticated buyers in the world,” said Greenawalt. “This is a testament to the vision and team that Tom Anderson has assembled and it’s a great position to be starting from as a pioneer in the text analytics market. The company is very well positioned to bring a new platform to bear and serve as a cornerstone to the smart enterprise of the future.”

Alison Malloy, the lead investor in OdinText from Connecticut Innovations, stated, “Connecticut Innovations has worked with Andy Greenawalt for 20 years. We have absolute confidence that he’s the right person to realize the market potential of OdinText — which has pioneered the next generation of text analytics — allowing Tom Anderson to focus on the research needed to continue to develop and lead the market with industry-leading products.”

“OdinText has developed patented IP, raised pre-seed funding and created an MVP product,” Greenawalt said. “OdinText is a transformative solution that is now poised to redefine how businesses improve satisfaction, retention and revenue. We expect to grow dramatically.”