BILL.COM - Janani Venkataraman. When Fifty Surveys Beat Three Hundred? Synthetic data, the challenge for agencies & getting to better decisions in B2B research.
episode
Insights, Marketing & Data: Secrets of Success from Industry Leaders
43 min
1 speaker
5 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is the impact of AI on traditional market research workloads?
Anywhere between fifty to f fifty five percent of the traditional market research work. is going to be eliminated by AI. The the word speed and the the meaning and the interpretation of the word speed has quite frankly changed in the AI era. One of the main reasons why we do more in-sourcing or we try and keep more in-house is to to try and keep up with the speed of things that are happening in the in the organization. Fifty high quality, you know, knowing that these are the the type of audience that I want to speak to, uh, is probably better than getting 300 B plus grade survey responses. So that plus the qual data plus the synthetic augmentation has been a fantastic way to sort of tackle some of that sample problem that I was talking about.
Welcome to FutureView. And this week I'm delighted to talk to Janali Venkatarman. Now those few clips at the beginning of the episode give you a flavor of some of the topics that we cover. Key issues such as the supposed dichotomy between UX research and consumer insights. You could reference the narcissism of small differences as insight platforms referred to it, the impact of AI taking over market research processes, the true meaning of speed, and why we should potentially think again about sample sizes. And who better to talk to many of those issues than Gennani? A consumer insights leader with fifteen years of experience across media, fintech, and SARS, most recently leading marketing research at Bill, the financial automation platform.
She's made quite the journey too, from India to Sydney, where she spent her formative years as a professional, and more recently to San Francisco, where she says the density of innovation is frankly impossible to resist as a researcher, even though she does miss Sydney's coffee. Get into it. Shinani, firstly, thanks so much for joining today from the Bay Area. Early for you and really delighted to have you on the podcast.
Thank you for having me, Henry. Excited to be here.
Brilliant. Now you probably know where I'm gonna go. And I thought we might start with a traditional icebreaker. And that's something that most people don't necessarily know about you or they might find surprising, you know. So something that sort of isn't not necessarily a deepest, darkest secret, but that isn't, you know, in the public domain.
Yeah, sure. Most people actually assume I've always been in research, but that's not the case. I did actually have two prior lives, as I like to call it, before landing in research. So I started in software engineering straight out of like university. I did that for a couple of years, kind of built software myself and then moved on to the world of free sales. So I was actually selling software in that in that context. So by the time I, you know, kind of landed in research world, I had, like I said, built the software, sold the software, but there was this kind of question that I always carried with me, which was like But what do what do customers and users actually think? You know, what what do what do they want?
So that sort of question probably pulled me into the world of research. But it's it's great to have that grounding and that background because that engineering brain, I I I like to joke, it never really switches off. And that's a perspective that I I seem to bring with me in my role as a researcher too.
One of the obvious questions is what on earth does bill dot com do?
Yeah, so look I I d try and explain th this way to people who r who don't know anything about Bill. If you are a business owner and you're running your business, you no doubt have to deal with payments, invoices, expenses. Bill.com is basically the software that helps you navigate that chaos. So, in summary, we build.com is a financial automation software and it cuts across the landscape of accounts payable, accounts receivable. Okay.
So so why is it different then? Here's your chance to pitch. I don't know if these are direct competitors, but the types of systems that I might be familiar with, like Z Zero and QuickBooks and all those types of companies.
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Chapters
5 chapters
1
What is the impact of AI on traditional market research workloads?
0:08–12:19
2
How did Janani transition from software engineering and sales to consumer insights leadership?
12:19–21:36
3
What does Bill.com do and why is integration important in the fintech ecosystem?
21:36–29:22
4
How can synthetic data and qualitative research replace large‑scale surveys for hard‑to‑reach B2B audiences?
29:22–40:52
5
When should synthetic data be used versus traditional sampling methods?
40:52–43:39