A New Way of Thinking About Market Research
I want to introduce you to a new way of thinking about market research. I want you to forget about...
- Fat printed reports that stay on the shelf and collect dust
- Forget about months and months of waiting for the results
- Forget the high costs of interminably long projects
- Forget about data so complex and deep that only expert analysts mess with it
- Forget about doing studies one at a time, period after period
- Forget almost everything you have come to know about market research
Now I want you to think about...
- Sleek electronic reports that you click and search on
- Think about speedy research that moves data at fiber optic speed
- Think about a less expensive brand of research
- Think about pointing and clicking to get answers you need to get
- Think about simple fingertip correlations that turn data into intelligence
- Think about constantly getting fresh data to act on ALL the time
- Think about integrating audience understanding into everyday decisions ALL the time
This is a new brand of research that we deliver to our customers.
This does not mean that we forgo the important characteristics that market research has always delivered -- careful research design, consideration of respondents, sound processes and practices, careful sample selection, high confidence results, data analysis.
It does mean doing everything associated with the process of market research faster, less expensively, and in a more user-friendly fashion. And it means using new tools of which market researchers have barely begun to understand the full value.
The goal is the same goal: To help you make better decisions and develop better products and services. This new brand of research places the emphasis on speed, access and handiness of using the data in an intelligent manner -- in short, putting market intelligence at the disposal of those who need it most, when they need it and doing so in a way they can do it directly, on their own, without us researchers in the way.
Just as we have educated many of our first time clients in the ways of market research, so we are continuing to educate these very same clients in this new way to use and think about market research. We are bringing market research into the boardrooms of startups and into the everyday thinking of anyone who has a customer -- which, according to the father of modern market research W. Edwards Deming -- is everyone!
Our new tool ExecStats is taking us right out of the picture and putting our clients in direct contact with the data. Not all of our clients are up for this -- after all they just want to see the results--which is why we are still training and educating our clients on how to get intelligence out of the data for themselves and give themselves the Wow factor.
But those who do get it are very excited! Comments like "I like rolling around in this data." And "My clients don't understand the power until I actually put them in the driver seat behind the dashboard" and "This timely data was the game changer in our meetings with our top advertisers" are telling us our clients love this new way of being able to use data and turn it into bottom line ROI.
Bottom Line: Our tools like the ExecStats dashboard are helping our clients in the field to close deals, pull out game changing information, and derive intelligent strategic conclusions in a more direct intuitive and interactive way than any market research system has allowed since the personal computers arrived on the scene.