6 March 2025
It was great to be back at another Quirk’s Event in Los Angeles last week! Whether it’s LA, Chicago, New York, Dallas, London or any of the other location, we know that going to Quirk’s is an opportunity to have fantastic conversations with a great array of companies.
Quirk’s LA was no exception. Both I and the rest of the Relative Insight team chatted to new and familiar faces, learning how they’re using their unstructured data and what strategies they have in place to understand – and react to – what customers are telling them. I definitely noticed a big difference in how brands are addressing customer interactions compared to past Quirk’s events.
It was also great to see one of our customers, Highwire, take the stage to with our very own Liv Metcalf. The pair packed the room as they shared tips on how you can make your words work harder.
A combination of fabulous weather, insightful conversations and brilliant talks made this a great event. Here are the key things I took away from the Quirk’s Event Los Angeles.
Extracting more from your unstructured data
It was gratifying to see the tone of the whole event match the key points made in our case study session. Liv Metcalf, Senior Account Director at Relative Insight, was joined by Margaret Cote, Head of Insights & Analytics at Highwire, to share examples of how the agency has used a combination of unstructured data and the Relative Insight platform to grasp opportunities for its clients.
The pair discussed how Highwire had used our tool to help perform a sophisticated analysis of a client’s earnings calls to enhance media cut-through. This work incorporated earnings call transcript and social media analysis, combined with targeting of key analysts who demonstrated significant media influence.
It’s always great to see how customers use Relative Insight to drive value, whether that’s brands enhancing their own performance or agencies delivering results for their clients. In this case, Highwire’s extensive work around earnings calls helped their client reinforce its media presence after these key events.
If you want to learn more about Highwire’s success using Relative Insight, you can find more detail in our latest ebook around agency innovation.
Quirk’s LA highlights mindset shift in CX
There’s been a raising tide around how brands use customer feedback for a while now. Quirk’s LA was the first time I saw this create a mindset shift in how businesses address analyzing unstructured customer feedback.
It’s clear that brands are taking CX and customer interactions more seriously. They’re also approaching these customer intelligence sources with a more analytical mindset. What’s driven this mindset shift? It’s hard to be certain, but I suspect that the rise of AI has opened brands’ minds on what’s possible by using technology.
Everyone reading this will work for a company that collects masses of unstructured data from customer interactions. In the past, trying to make sense of that data would’ve been a painstaking, manual process. So many CX teams will have only turned to these feedback to try and identify an perplexing problem. Reactivity, not proactivity.
Now, with their minds opened to new possibilities, brands want to get ahead of problems and prevent them from happening. It’s a welcoming trend that I hope to see continue throughout 2025 and beyond. After the Quirk’s Event in Los Angeles, it’ll be interesting to see whether delegates have similar mindsets at Quirk’s Chicago in April.
If you don’t want to wait until April to talk to me about how you can drive business performance by analyzing customer feedback, book a demo with Relative Insight today and see how our platform can deliver insights from your customer data in moments.
