FEATURE23 April 2018

Keeping a constant customer dialogue

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Tim Phillips

AI Features Impact UK

Brands looking for deeper understanding of their customers’ attitudes want continuous tracking and a regular pulse check – and thanks to technology and modified research techniques, this is increasingly possible. By Tim Phillips

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“We are at the point now that insight can be fast, cheap and good. It’s no longer the case that we can have only two of the three, ” says Yvonne O’Brien, until 2017 the chief data and insight officer for Havas Media Group. 

Excited by the potential of the applications that can create real-time, continuous customer dialogue, O’Brien has decided to work with the innovators who are creating them. “Insight needs to evolve faster, and look at new data sources. These can come from social, from CRM, but – at the moment – there is a degree of methodological purity that holds the research industry back, ” she warns. “Some of the new entrants are much more nimble, and what they are doing is easier for clients to understand.”

Innovative self-service, tech-driven research methods such as webcam interviewer Voxpopme or online research tool ZappiStore have quickly moved to the mainstream, but both are less ...