Adapting to the landscape of modern market research
In a modern research environment where budgets are shrinking and the need for speed is paramount, researchers are often hindered by the manual workloads and hidden costs of managing multiple vendors.
Why opt for a fragmented, multi-vendor approach when you could opt for a consolidated marketplace that provides a foundation for success by connecting researchers to reliable data from the world’s largest network of high-quality sources?
We recently met with Cint experts Bruno Patriota (Senior Product Manager) and Marcin Kuzminski (Senior Director, Product) to discuss how our marketplace — the Cint Exchange — addresses the industry’s most pressing challenges, from finding niche audiences at scale to eliminating the manual “heavy lifting” of vendor reconciliation, so you can focus on what matters most: the insights.
How marketplaces provide researchers with the structure for success
Opting for a marketplace over single suppliers means reducing manual workloads, speeding up research processes, and ultimately empowers researchers to gather insights at scale to build business strategies, develop research-enabled solutions, and publish credible research, while enabling organizations to move faster and make confident business decisions.
How, though, how do marketplaces actually go about supporting researchers in achieving their goals in ways that a multi-vendor approach cannot?
As Patriota puts it, “Marketplaces are dynamic. As buyers come in, we put up work for a supplier to be able to come in and acquire it, and decide if they want to send their respondents to that particular survey.”
“Marketplaces are dynamic. As buyers come in, we put up work for a supplier to be able to come in and acquire it, and decide if they want to send their respondents to that particular survey.”
Bruno Patriota
Senior Product Manager, Cint
Patriota also highlights a trio of further benefits that make a marketplace like the Cint Exchange a no-brainer for researchers — speed to insights, data quality, and the ability to target practically anyone, anywhere.
“If a researcher needs very specific, very niche demographics, there’s a high chance that thanks to our 800 suppliers that we’ll have a strong pool of candidates to send into your survey,” Patriota says.
In many instances, researchers need large respondent groups, and this is another area where marketplaces have the upper hand over utilizing single supply sources.
“Because you have such a large pool of people willing to send respondents in on the Cint Exchange, you don’t have to wait around for responses,” says Patriota. “If one supplier had 1,000 people and 700 didn’t qualify, you would be waiting for the other 300 on that platform to be available to take the survey. With a marketplace like ours, this isn’t an issue.”
For the majority of cases, researchers using the Cint Exchange always have a massive panel and pool of respondents coming into their surveys.
How marketplaces enable cost-effective research
As research budgets continue to shrink, researchers need to find cost-effective solutions that enable them to conduct the kind of rigorous research that enables organizations to confidently make data-driven business decisions.
Consolidated marketplaces like the Cint Exchange solve the thorny issue of hidden costs that may arise from the fragmented workflows that result when researchers find themselves using multiple vendors for their studies. Fundamentally, the Cint Exchange provides stable, predictable, and transparent cost structures.
“Buyers mostly rely on feasibility calculations regarding what is feasible to achieve on our platform; having access to such a broad supply chain allows that visibility and calculation to be delivered very accurately to the buyer. At Cint, we actually deliver what we say we will.”
Marcin Kuzminski
Senior Director, Product, Cint
“Buyers mostly rely on feasibility calculations regarding what is feasible to achieve on our platform; having access to such a broad supply chain allows that visibility and calculation to be delivered very accurately to the buyer,” says Marcin Kuzminski. “At Cint, we actually deliver what we say we will.”
Cint customers have noted surprise at how fast they’re able to get the necessary completes for their projects. “If you have one place that delivers both the volume of respondents and the completes you need, you have the most cost-effective means of running any research project,” Kuzminski says.
How marketplaces uphold data quality
One of the seemingly harder-to-shake myths of market research is that the need for speed and scale means sacrificing data quality. At Cint, we believe that this isn’t the case.
That’s why we offer researchers a reconciliation process that allows buyers to flag any lower quality responses both in-field and post-field. This process helps buyers remove completes that do not meet quality standards (and informs our Trust Score model tuning) — without the hassle of having to navigate multiple data quality measures and solutions.
“Our marketplace is designed so that whenever a buyer runs a project, every supply source sending respondents is screened accurately using our proprietary quality measures. Cint has built these quality checks over time to ensure respondents are answering accurately,” says Kuzminski. “I think we are one of the few vendors that can provide both scale and quality; the scale comes from the sheer volume of suppliers we have, and the quality comes from ensuring every single respondent is screened.”
We continuously evolve our data quality products to ensure we provide the most accurate data, and we evaluate new vendors to ensure consistently high data quality standards.
We continuously evolve our data quality products to ensure we provide the most accurate data, and we evaluate new vendors to ensure consistently high data quality standards.
“Even after a single project, you get a good sense of our data quality,” Kuzminski says. “That gives buyers the confidence to scale, knowing that quality will not degrade over time or as the number of completes increases.”
Get in touch with Cint
Ready to forgo managing multiple vendors and make a switch to a unified marketplace?
Get in touch with us today to discover how and why the Cint Exchange could be a game-changer for all your research needs.
