Lost In Found Podcast: Malinda Sanna of LookLook.app

The Future of Research is Found

Let’s face it: Focus groups suck. A bunch of random people recruited from who-knows-where with promises of money and cookies, brought together in a controlled environment and asked to discuss specific topics or products. This almost always leads to groupthink, where participants conform to the opinions of others or hold back their true thoughts and feelings. And, as anyone who has ever attended a focus group will tell you, it’s also hella boring to watch.

Malinda Sanna

In contrast, ethnographic research involves observing people in their natural environments and understanding their behavior in context. This allows for a deeper level of understanding. Researchers can gain insights into daily routines, habits, and decision-making processes that would never be discussed in a focus group. These days, some research experts are experimenting with doing ethnographic research online, as that is increasingly where people are spending their time.

In this episode of the LOST IN FOUND podcast, host (and Catch+Release Executive Creative Director) Tom Christmann speaks with Malinda Sanna, Founder of LookLook.app, an end-to-end platform that curates highly qualified participants that are willing to give marketers a peek into their lives. One of Sanna’s clients called it a virtual confessional. You could also call it mobile ethnography.

“We try to be heretical in everything we do,” says Sanna. “We do all of our own recruiting. And we never use the word research. We have conversations. We get to know our subjects as people.” 

One of the most sought-after strategic planners in the world of consumer research, advertising development and marketing strategy, Sanna started her research career at The Coca-Cola Company in the New Products department. She then spent years as an independent strategist at big ad agencies in New York, including Fallon and Merkley Newman Harty.

A classic strategist, Malinda is always on the lookout for insights, which she defines as “human trutsh that unlocks business opportunities.”  An insight isn’t just data or information, but a deeper understanding of people's needs and desires that can inform marketing teams and inspire ingenious solutions.

How does LOOKLOOK ensure that its participants are highly qualified? Malinda explains that they use a combination of psychographic profiling and social listening to identify individuals who fit specific criteria. They also keep participants engaged by offering incentives and creating a sense of community.

Innovations like Looklook.app are changing the future of research by taking advantage of the open internet. Now modern marketers can gain deeper insights into their target market without having to attend a focus group. And for that, we owe Malinda Sanna a huge thank you.