How Is Automation Transforming Market Research? 3 GRIT Report Takeaways

How Is Automation Transforming Market Research? 3 GRIT Report Takeaways

An ongoing topic in market research trends is how advances in automation are reshaping our industry. In fact, that’s the main focus of the latest Greenbook Research Industry Trends report (GRIT). The Q1-Q2 2018 GRIT report covers the market research trends, about the ways advances in automation impact how market research is being conducted and delivered. While this topic is important to researchers, what does automation mean for marketing professionals who rely on research to inform their business decisions? Reduced costs and shortened timelines are certainly to be expected. But more importantly, automation efficiencies should enable marketers and their research partners to delve even deeper into customer data. We see this being a pivotal moment in the market research field. The lasting benefit for marketers will be when new technologies, paired with strategic consultation, inspire meaningful customer experience innovations – at the speed of business. Look to see this trend transform market research’s role in three important ways by:

  • Providing greater context around CX data
  • Offering more collaborative consultation
  • Helping organizations become increasingly agile

Contextualizing Customer Voices

Making sense of your customer data without the proper context is difficult at best. However, as the logistics of collecting and processing customer data become increasingly automated, researchers are better able to synthesize data from a wider range of sources. That can mean adding meaningful context to CX feedback by integrating findings from external studies, qualitative research, or transactional customer data. When marketers are willing to share information about their business goals, operational initiatives, or market activities, researchers are able to add that perspective to the data analysis as well. Marketers benefit by receiving intelligence that tells the larger story behind the data, is easily shared across the organization, and can be quickly put to use.

Consulting Through Collaboration

Efficiency gained from new automation tools can also free up researchers to become more relied upon as trusted consultants. We can help marketers draw deeper knowledge from their customer feedback and collaborate on impactful ways to elevate customer experiences based on key insights. By working together, marketers and their research partners can uncover emerging business challenges more quickly and hone in on the aspects of customer experience which are most likely to drive positive change.

Facilitating Agile Learning

Advances in automation often mean shortening the time between collecting feedback and socializing the insights among vested stakeholders. That gives marketers the opportunity to receive customer feedback while decisions are still being made, not just before or after. For instance, new product teams can pivot direction throughout the development process. Market teams can optimize messaging by refining communications as they are being crafted. Operational teams can tweak procedural changes before they are finalized. As a result, stakeholders across the company can learn from their customers in iterative stages, not just after a change has been made or a campaign has launched. This helps minimize risk and increases the likelihood for successful outcomes.

Looking to the Future

The litmus test for the impact that automation will have on marketing research will be whether it facilitates greater responsiveness to customer needs – above and beyond cost and timing efficiencies. After all, the value of research is not to merely observe and document consumer data, but to spur business decisions designed to enhance brand interactions. Advances in research automation are bringing an increased volume of data into the mix. That’s only beneficial when it can be synthesized and acted upon in a timely manner. As researchers, our mandate is to make our role as consultants more useful by leveraging the benefits of automated processes.