How brands can gain high-quality consumer insights, at speed

In today’s marketplace, new products, new business models, and new trends are changing what consumers want, how they shop, and even how they receive services. Consumers expect to be wowed with new product innovations and affordable offerings, while market categories continue to be disrupted on an on-going basis and consumers shift towards new trends.

And with these forces come profound changes and challenges for even the largest and most well-known brands in the world.

“The Insights Dilemma"

Specifically, these rapid shifts and mounting competition are driving an ever-increasing pressure on consumer insights teams to deliver insights and data at a faster pace. But at the same time, research budgets are declining or being stretched to cover more needs, yet teams are still expected to deliver the same quality of research.To summarise: insights managers are now 

required to do more, with less, without sacrificing quality. And this is what we call ”The Insights Dilemma”.

Speed or substance

More often than ever before consumer insights professionals are facing the challenge of bringing two things together: speed and substance.

Brands are in the throes of change and struggling to keep up. More than one in three researchers make up for a lack of time by reducing the scope and quality of their research. Given the huge importance of leveraging market research results to make effective marketing decisions, this is a worrying situation. Alternatively, if researchers require substantial insights from advanced research methodologies in the traditional way, they face the challenge of not ending up in long project cycles that come with a high cost. 

The good news is that there is a new solution to simplify the way consumer research gets done, overcoming the insights dilemma. Brands can stay on the pulse of the consumers, to both build and defend a competitive advantage, using insights automation.

Insights automation

Insights automation is the process of leveraging technology to seamlessly run advanced research projects that are easy, fast, and flexible.

More specifically, insights automation is empowering brands to unlock high-performing insights processes rooted in speed and substance. By leveraging technology, researchers can run advanced research easier than ever before, avoid the time needed for repetitive number crunching and analysis, and have more time to focus on developing the right questions, interpretations and storytelling of data that the technology provides them. 

As a result, insights managers can deliver more high-quality, consumer research quickly to their stakeholders, and have a real impact on the direction of their company by solving more unique, and challenging business questions at the speed that’s needed.

Use an advanced insights automation platform

With quantilope’s end-to-end advanced insights automation platform (the first of its kind), insights teams can connect the entire market research process from the research question to the questionnaire design, professional panel management, in-depth analysis, and data visualization to deliver full project, custom, results in as little as 1 – 5 days.

This workflow allows insights professionals to replace several traditional solutions such as survey instruments, survey writing platforms, fielding, data cleaning, statistics packages, cross tabbing and data visualization, with one integrated end-to-end connected workflow. As a result, they conduct complex research in a matter of days instead of weeks or months.

With the unmatched research quality of quantilope’s platform, brands can undertake complex research faster by automating advanced research methods, each of which are fully customizable to solve unique business challenges.

Author: Dr. Peter Aschmoneit, CEO & co-founder of quantilope

About
Dr. Peter Aschmoneit is the co-founder and CEO of quantilope. Before quantilope, Peter spent many years as a CMO and Marketing Director in the CPG industry working for international brands at companies including Unilever, Danone and Fuchs. He obtained his doctoral degree at the University of St. Gallen in Switzerland.

www.quantilope.com