Page 12 - BEQ Magazine Vol 4 Iss1

elevates the supplier

diversity conversation

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

12 | March 2019 businessequalitymagazine.com