The Q1/Q2 2018 GRIT report identifies automation as one of the key topics of discussion among client and supply-side marketing researchers. Over half have adopted automation for tasks related to analysis of survey and text data and for charting and infographics. The results are not surprising given the increased attention to agile marketing research and emerging technologies.
The concept of automation is not new to the marketing research industry so the “game changer” aspect must be referring to the growing number of software and platform solutions that span all phases of research, for example:
Sample/Fielding – Routing, optimization and aggregation
Data Collection – Video/voice-to-text transcription; social media scraping
Analysis – Data manipulation; sentiment/text analysis
Reporting – Online dashboards; customer experience/VOC systems that immediately alert stakeholders of customer feedback
At MSI, we’re constantly evaluating and developing innovative solutions that support automation, but our embrace of automation goes beyond the technology itself. After all, we can still use “old school” techniques to automate tasks (remember recording macros in Excel or running SAS/SPSS syntax?). The true benefits of automation come from the processes to reduce time and costs, increase efficiency, and ensure quality, which allow us to produce greater insight and value to our clients (and more quickly).
Approach to Automation
When seeking automation opportunities, we are mindful of our core objective: to implement efficiencies with the intent to save time and avoid errors. However, the rise of available automation tools (not to mention the impressive demo videos on their websites) makes it easier to fall into the trap of simply purchasing software and expecting to see an immediate ROI. Deployment of automation solutions requires a clearly defined plan and understanding of objectives in order to be successful.
Meg Janzer of our Marketing Sciences team outlined MSI’s approach in evaluating automation opportunities:
Most critical are steps 1, 2 and 3, before we begin development, to ensure that our energy is focused on actual needs: solving problems and streamlining processes. Time spent in step 2, “identify the rules of automation” in particular, will smooth the entire process.
Steps 4 and 5 require that we perform rigorous testing before releasing the solution, even testing scenarios with a low probability of occurring. The automation solution should only be deployed once we are confident in its ability to meet our needs with predictable outcomes.
Potential of Automation
Certainly there is much value to be gained as the marketing research industry strives to further incorporate automation into daily activities, particularly in regards to operational efficiencies (faster turnaround, lower costs, less people resources, etc.).
At MSI, we are constantly evaluating ways to automate our business and processes. We monitor the opportunities and identify those that will have a positive impact. But, we don’t rely solely on technology and automate for automation’s sake. Rather, we leverage our automation efforts with one goal in mind – provide better insights to our clients’ business objectives.
By capitalizing on the efficiencies of automation, we are able to spend more time thinking about our clients’ business challenges. Let us know if you would like to learn more about how MSI is able to this.