Market research automation rises in importance: we write for The Research Society


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The market research industry is leaning on the increased use of automation to meet specific demands for value, quality, and speed. But new pressures are demanding even more from this type of market research technology, as our CCO Richard Thornton writes for his latest article in The Research Society’s Research News blog. The Research Society is the new name for the Australian Market and Social Research Society (AMSRS).

In his piece, “The ‘automation trifecta’ takes on new significance as the market research industry demands more” Richard writes about adoption challenges, results of proper market research automation implementation and the urgency of shifting our focus as an industry.

He maintains that one place where automation can have a significant impact on the market research process is in the “middle.” By automating complex steps having to do with sampling, field management, data collection and processing, businesses can more quickly and efficiently obtain the insights needed to compete in a global marketplace.

The article is broken down in order to give readers a clear idea of the impact that market research automation promises.

  • Challenges: Rather than focusing on the challenges of proper automation implementation, Richard writes about the business challenges that automation can solve. Things like manual and siloed processes, inability to scale, time-consuming workflows and slow launches are just a few of the obstacles that automation can overcome. He says, “Many implementations that we’ve seen succeed include selecting the right tech stack that utilises best-in-class APIs, alongside existing tools and integrations.”
  • Results: Admitting that there is no universal approach to market research automation, Richard writes that flexibility is key. For example, Cint’s partnership with Zappi is a good example of “how a fully automated solution allows precise targeting and instant decision making, taking time-consuming manual steps out of the equation.” When market research technology is properly implemented, it can allow businesses to focus on primary goals and scale for the future.

Automation isn’t a choice anymore; it is a necessity. Richard concludes his article with: “The right automation implementation can digitally transform a business to prepare for the future by meeting demands of the trifecta: value, quality and speed. Implementing it to handle steps in the process where it can provide the most benefit leaves researchers free to do the strategic thinking, add expertise and discover the insights that are relevant to the business.”

For the complete article, visit here.

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