Hootology a new firm specializing in bespoke, tech-forward market research.
Today, Hootology is poised to change the way we talk about the value of supplier diversity with the Supplier Diversity Impact Indicator (SDII), a capability that measures the awareness and impact of a brand’s Supplier Diversity initiative on key customer purchase metrics.
by By Melissa Lowery for
photo: BEQPride Magazine
In our March 2018 issue, we introduced you to Hootology, a new firm specializing in bespoke, tech-forward market research. We loved what founder Stefanie Francis was championing – the use of cutting-edge technology to get to the heart of consumer decision making. We were championing Francis as a diverse voice bringing much-needed innovation to market research.
“We create an experience around the information being gathered,” Francis told us then. “We bring in elements which make it an experience for the people who participate in our research, or it might be using AI in conjunction with a qualitative virtual discussion in a way that can get to the depth of loyalty quicker and in a more engaging way than an online survey. We are maximizing technology which exists to be able to gather better information.”
Today, Hootology is poised to change the way we talk about the value of supplier diversity with the Supplier Diversity Impact Indicator (SDII), a capability that measures the awareness and impact of a brand’s Supplier Diversity initiative on key customer purchase metrics.
Hootology, whose name marries ‘in cahoots,’ which speaks to their commitment to truly partnering with their clients, with ‘hootenanny,’ which honors their belief that remaining on the cutting-edge of technology and innovation will always be fun and interesting, and ‘-ology,’ which conveys their commitment to growing and learning relentlessly—in research, in business and, most importantly, in life. Their tag line is “Open minds, better decisions.” Hootology is radically open-minded market research for smarter business decision-making.
BEYOND ECONOMIC IMPACT TO THE BOTTOM LINE
We’ve grown accustomed to seeing a supplier diversity program’s success expressed through economic impact—the direct and indirect effect of doing business in the economy (jobs, income, tax revenue, etc.).
