Intellicast S5E26 – Client-Side Research Challenges with Craig Alter of Bon Secours Mercy Health

Welcome back to Intellicast! On today’s episode, Brian Lamar and Producer Brian are joined by Craig Alter, Consumer Insights at Bon Secours Mercy Health. Craig is a 20-year veteran of client-side market research, having held roles at Luxxotica, Tyson Foods, and Bon Secours Mercy Health. He joins us to talk about some of the challenges the client-side of market research faces.

Kicking off the interview, we talk to Craig about his background and what led him to market research.  He, like many we have talked to, kind of fell into market research after many years in finance and marketing. 

We then talk to Craig about some of the challenges he faces as a client-side market researcher, everything from being in small departments (like a department of 1) to having to be the expert in everything research for his organization, and talking about where he goes to learn and grow as a researcher. He discusses how he needs to sell the benefits of market research to the leaders in his organization.

Craig then gets into some specific challenges being a client-side researcher in healthcare. He talks about how HIPPA compliance can often make research more difficult. He also touches on the need for storytelling, and how crafting an insightful, engaging, but concise, story is super beneficial when providing insights, and the “so what?” to his organization.

In the last part of the interview, we bring back an old favorite and do a new round of the 4 P’s. We find out that Craig plays pop songs on the piano. We also learn that he loves to travel and that he got back into working out because of the pandemic.

This is a great episode for anyone who wants to better understand client-side research and its challenges.

You can connect with Craig on LinkedIn here: https://www.linkedin.com/in/craig-alter/

Thanks for listening!

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