We write for Greenbook about boosting efficiency by bridging the automation gap

Thought Leadership

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.

How to do academic market research

Many industries use market research to help reach marketing or growth goals by connecting with audiences and receiving feedback. But, academic researchers utilize market research for their own unique applications. Conducting market research — whether in a university setting or otherwise — can improve studies, papers, theses and research projects.

How to identify target market through surveys

Because marketing is customer-centric and values-based, all marketers must have a thorough understanding of their audiences to succeed. To achieve this insight, you'll need to identify your target audience in the first place. It's best to learn about your respondents in their own words, so you should use a combination of online surveys and target market research to determine your ideal customers.