With market research processes speeding up all the time, the pressure on insights professionals is increasingly acute. In this rapidly evolving landscape, the need for granular, quality insights has never been more pressing. Implementing the technology that is required to realize this goal is no small task. Cint’s Jessica Murdoch, VP of ANZ Sales and Customer Success, shares insights on how to address these trends head-on in her article for Greenbook, “Bridging the Automation Gap to Meet Today’s Insights Demands.”
In this article, Jessica warns of the significant internal disconnect found at many companies. She says that this lack of alignment among teams is often accompanied by a desire to prioritise immediate issues and short-term goals over long-term solutions.
“This can cost a business its vision, its ambition, and its ability to compete, as innovation dies under a mushroom of technical debt.”
Data collection represents another bottleneck. In order to find an acceptably-sized pool of respondents and achieve quotas, feasibility, and data quality, many companies need to tap into multiple suppliers. Hand in hand with this comes a lack of standardization, a creaking supply chain, and human resources strain.
Jessica’s article unpicks the approach needed to improve daily workflow and optimize processes for success.
Some of the solutions she mentions exist today: Software, APIs, and algorithms can present a better way. Technology has the ability to ensure flexible, seamless procedures, reduce the scope for manual error, and automate standardization – even from a vast range of sample suppliers, panels, and third-party vendors. All this can take the impossible burden off internal shoulders.
Readers will also discover how a new approach to market research can enable businesses to renew their focus on remaining innovative, agile, and fast-to-market – something that, in today’s increasingly digital and fragmented industry ecosystem, has never been more important.
Find out how to prepare for the next phase of change, and realize huge wins by bridging the data collection step with smart automation – all without taking your eye off that all-important prize of long-term vision and ambition.
To read the complete article, click here.