CEO Series

March 8, 2017

Walking The Rainbow Bridge To Insights Asgard With OdinText: An Interview with Tom H. C. Anderson

An interview with text analytics guru and market research iconoclast Tom H.C. Anderson and marketing master Tim Lynch of Odintext.

Leonard Murphy

by Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

0

Few folks in the market research are as well known as Tom Anderson. Whether through his role as the primary evangelist of text analytics in insights via OdinText, as the founder and moderator of the NGMR LinkedIn Group, or his frequent speaking engagements all over the world most everyone knows who he is. But knowing who he is and knowing what he is all about and the great work he is doing in helping to transform insights via the application of text analytics are two different things.

Over the years I have come to not only like and respect Tom, but to actually be in a bit of awe when it comes to the genius ways he combines technical and strategic thought leadership, personal passion, and marketing savvy.

Take a look at just a few of the recent posts from the OdinText blog for example:

TEXT ANALYTICS POLL: WHY WE UNFRIEND ON FACEBOOK

WHEN OPRAH IS PRESIDENT WE CAN CELEBRATE FAMILY DAY WHILE SKIING!

TEXT ANALYTICS PICKS THE 10 STRONGEST SUPER BOWLS ADS

WHAT AMERICANS REALLY THINK ABOUT TRUMP’S IMMIGRATION BAN AND WHY

ODINTEXT PREDICTS WHAT TELEVISION SHOWS YOU WILL LIKE

Not only are those all cool examples of use cases for text analytics as a primary insights generation tool, but they are also fun, topical content hooks to drive brand awareness. It’s a pretty perfect one-two punch for a young company out to change an industry.

Here is why all of this is important and I’ve chosen to highlight Tom. The insights industry is changing fast due to the forces of technology, new competitors, evolving business models and client demands. In that environment the secrets to success are:

  • Having a great product that has demonstrable impact
  • Delivering flawlessly
  • Building a strong, differentiated brand
  • Being a masterful marketer

Tom is pretty much the template for those attributes, and the rest of the industry should pay attention to him as such.

Now, lest we let my man crush get in the way of objectivity lets be clear; anyone who knows Tom also knows he is outspoken, has a wicked (and politically incorrect sense of humor) and like yours truly can sometimes be a bit too honest. Those are always struggles when a company has a dynamic CEO that is deeply integrated into the brand itself and sometimes it can backfire, so there is a lesson there as well to be careful not to let the personal brand eclipse the company brand.

I recently sat down with Tom and his new partner in crime Tim Lynch (who is also a major industry mover and shaker) to catch up on OdinText, the recent Insights Association CEO Summit, and his take on the future of the industry and what’s next for he and his company. Bearing in mind my lead in on this interview, I suggest you watch it and pay close attention: you’ll learn a lot from both he and Tim that could be important to your business, not least of which is that text analytics can do some pretty amazing stuff to enhance your insights capability.

Here is the interview. Enjoy!

0

ceo seriesinnovationinterviewmarket research industry trendsstate of the industrytext analytics

Disclaimer

The views, opinions, data, and methodologies expressed above are those of the contributor(s) and do not necessarily reflect or represent the official policies, positions, or beliefs of Greenbook.

Comments

Comments are moderated to ensure respect towards the author and to prevent spam or self-promotion. Your comment may be edited, rejected, or approved based on these criteria. By commenting, you accept these terms and take responsibility for your contributions.

More from Leonard Murphy

The Next Wave of Disruptive Technology that Changes Everything

Research Technology (ResTech)

The Next Wave of Disruptive Technology that Changes Everything

There have been a few big inflection points of societal disruption driven by technology in the last 50 years: One was the introduction of the Internet...

Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

Quantifying the Impact of Insight Innovation

Insights Industry News

Quantifying the Impact of Insight Innovation

We previously announced the milestone of our Insight Innovation Exchange (IIEX) conference series’ 10th anniversary, celebrating a decade of identifyi...

Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

How Generative AI is Changing the Research Industry

The Prompt

How Generative AI is Changing the Research Industry

ChatGPT (GPT meaning “Generative Pre-trained Transformer”) is a chatbot launched by OpenAI in November 2022. It has quickly exploded in public awarene...

Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

Celebrating 10 Years of Innovation with IIEX

Insights Industry News

Celebrating 10 Years of Innovation with IIEX

Editor’s Note: The following is a joint statement from Lukas Pospichal, GreenBook’s Managing Director, and Lenny Murphy, GreenBook’s Chief Advisor for...

Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

ARTICLES

Moving Away from a Narcissistic Market Research Model

Research Methodologies

Moving Away from a Narcissistic Market Research Model

Why are we still measuring brand loyalty? It isn’t something that naturally comes up with consumers, who rarely think about brand first, if at all. Ma...

Devora Rogers

Devora Rogers

Chief Strategy Officer at Alter Agents

The Stepping Stones of Innovation: Navigating Failure and Empathy with Carol Fitzgerald
Natalie Pusch

Natalie Pusch

Senior Content Producer at Greenbook

Sign Up for
Updates

Get what matters, straight to your inbox.
Curated by top Insight Market experts.

67k+ subscribers

Weekly Newsletter

Greenbook Podcast

Webinars

Event Updates

I agree to receive emails with insights-related content from Greenbook. I understand that I can manage my email preferences or unsubscribe at any time and that Greenbook protects my privacy under the General Data Protection Regulation.*