Consumer behaviour, global crisis and increased demands for speed have changed the paradox for market research. Research itself must become more granular, personal and sophisticated, delivering robust, quality, actionable insights in the most efficient manner possible. Automation is the clear answer to delivering on these needs, but implementing it comes with inherent risks.
In fact, as insights companies strive to gain business process efficiencies by automating time-consuming manual tasks, they often lose sight of the big picture. Many lack a full understanding of the complexities and challenges surrounding automation, especially when it comes to the data collection process.
Trying to solve these challenges themselves can cost colossal amounts of time, resources, and money. Not only does this path take the focus away from the company’s core business of delivering valuable insights to its customers, but it also paralyses the company’s ability to effectively compete. Innovation dies under a mushroom of unnecessary technical debt.
In our new white paper, Transforming data collection without paralysing your business, we cover critical considerations for successful insights automation. The paper covers today’s need for better automation (especially surrounding the data collection portion of the typical market research workflow), how the wrong approach can kill business innovation, and sets forth best practices for future-proofing data collection automation.
Author Greg Dunbar, our EVP of Enterprise Solutions, writes “It is common for there to be large gaps between the long-term vision of business leadership, and operations and IT teams’ interpretation of how best to navigate a path to those goals, whilst also solving the most pressing and immediate issues in front of them. As a result, automation solutions tend to be designed and architected to meet relatively short-term goals, setting in motion a journey that may ultimately be destined for catastrophic failure and major expense.”
He continues, “The insights industry is undoubtedly in the midst of an extended and unprecedented period of major change, triggered by an emerging paradox of demands on researchers. Arguably, now is the most exciting period in the history of the business, with many opportunities to use data in more sophisticated ways – deriving insights that can be converted more directly to action and measurable outcomes. But it can also be daunting to work out how to adapt and which technology to adopt. A smart approach to automation is essential to power more efficient access to insights at scale. It’s clear that right now, the ability to innovate and adapt quickly in the face of further disruption is the single best path to long-term prosperity.”
“If this story sounds familiar, or has piqued your interest, I hope you’ll read on for a deeper understanding of the critical issues surrounding insights automation.”
Download the paper now to:
- Understand the complex landscape around market research data collection and sample supply chain automation.
- Examine how the need for standardisation rapidly increases the complexity layers and leads to large scale technical and human resource complications.
- Uncover best practices for deploying a scalable and future-proof automated data collection solution that will drive innovation.
