Happy New Year! I really enjoy January because it’s the ultimate clean slate for personal and professional objectives. The fourth quarter is so crazy as the team simultaneously attempts to stick the landing on the current year while planning and budgeting for the next year. After the frenetic ending, you get a little breather to clear your head and enjoy some much-needed downtime.  

This year I took my family skiing in Tahoe between Christmas and New Year. Our journey from Los Angeles to Tahoe started the Sunday after Christmas amid an epic snowstorm. In fact, Lake Tahoe set a record snowfall amount for December with over seventeen feet of snow. My wife will never let me forget my foolish statement as we departed knowing the roads were closed that we needed to “skate to where the puck was going” as I predicted the roads would be clear by the time we made it near our destination. Needless to say, I was wrong. Fortunately, we were able to detour to Marin County and wait out the road closures in the comfort of the grandparents’ home.  

Two days later the roads opened and we set out again to the Tahoe basin brimming with excitement to enjoy the snow. Again, with infinite wisdom, I predicted that the typical three-hour drive could take longer, possibly upwards of five or six hours. Twelve hours later I found myself at the brink of exhaustion talking with my son about how intolerable this drive had become as Google Maps continued to extend the arrival time another three hours. And all of a sudden it came to me, this drive wasn’t hard at all. I looked at my son sitting in the front passenger seat in a light jacket and tennis shoes, smiling and texting on his phone and I thought to myself “It is incredible how technology has created this environment for us to thrive in the middle of a snowstorm.”

We are constantly surrounded by innovation. And while some may think of innovation as what is new and flashy, true innovation is about making life easier. My car is motorized. It has a heater. It has entertainment. It has navigation. At our slowest pace, I was traveling five miles an hour.  We were driving on paved roads. The seats are heated. The car has headlights. There are so many luxuries and comforts that we enjoy that are just “normal” and we forget how far we’ve come over time. We take these innovations for granted. It was roughly 175 years ago at the very same spot where dozens of pioneers perished because an epic snowstorm rendered them helpless.  

Innovation is about making life easier. My “inconvenient” drive reminded me why we do what we do every day at PureSpectrum. We innovate our platform to make it so intuitive that it doesn’t need a user guide. In just a few clicks our clients can launch a survey in minutes anywhere around the world. We’ve innovated and developed the leading quality solution to ensure better insights through quality data. So that’s our focus this year. Not cutting corners and making life easier for you. 

About PureSpectrum 

PureSpectrum offers a complete end-to-end market research and insights platform, helping insights professionals make decisions more efficiently, and faster than ever before. Awarded MR Supplier of the Year at the 2021 Marketing Research and Insight Excellence Awards, PureSpectrum is recognized for industry-leading data quality. PureSpectrum developed the respondent-level scoring system,  PureScore™, and believes their continued success stems from their talent density and dedication to simplicity and quality. In the few years since its inception, PureSpectrum has been named one of the Fastest Growing Companies in North America on Deloitte’s Fast 500 since 2020, and ranked for three years in a row on the GRIT Top 50 Most Innovative List and the Inc. 5000 lists.