Automation is no longer a novelty or a nice-to-have – it’s a necessity for business survival in a tech-driven world. Businesses across all sectors must actively and strategically adopt automative technologies to drive innovation and stay ahead of – or even just keep up with – their tech-savvy competitors.
The market research industry is particularly suited to automation and technologies from mobile surveys to online communities are transforming the sector – streamlining the research process and the delivery of actionable insight. So how does automation drive innovation in market research and beyond?
Maximising efficiency and productivity
By automating laborious manual or routine tasks, professionals in any sector can reclaim their working day and focus on areas where they can use their knowledge and experience to add true value. In market research the ability to automate processes such as survey design, accessing a sample and data collection, enables researchers to use their talents where they are most needed – in the value-add activities of analysis and insight delivery.
Minimising costs for optimal ROI
Budget restrictions are coming into play across all industries, meaning businesses need to achieve more with fewer resources. Automotive technology is vital in cutting costs by standardising processes and eliminating make-work, and market research tools already exist – and are continually evolving – to reduce costs and increase throughput. DIY surveys, which give marketers the option to quickly create their own surveys rather than paying agencies to do so, are a good example.
Increasing speed and agility
The real-time world we live in requires businesses to respond instantly to events as they unfold, and automation can drive this level of responsiveness and agility. Where market research insights used to be delivered in days or even weeks, they are now required in a matter of hours. This is made possible through automated real-time data collection and processing, so a survey created mid-morning can deliver insight ready for the lunchtime strategy meeting.
Enhancing quality and applying standards
Automation drives quality across all industries by allowing processes to be systemised and optimised based on previous work, rather than continually reinventing the wheel. For research projects inputs and outputs can be standardised using best-in-class thinking, and consumer-generated actionable data can be layered with normative data to provide deeper levels of insight than ever before.
Connecting with the consumer
Getting closer to the consumer and building a dialogue with them is central to many businesses, and automation can make this goal a reality. Technology makes market research more democratic, meaning once consumers have given their opinions they can – in return – benefit from insights to inform their own purchasing decisions. Automation has also simplified the survey process by allowing previously required responses to be produced algorithmically.
While the benefits of automation can be seen particularly clearly in the market research industry, its value is apparent across all sectors. By adopting automative technologies businesses can reap the rewards of greater productivity, agility and quality – maximising ROI and driving innovation in this tech-driven world.