Daily Tribune (Philippines)

What was then considered a poor substitute for traditiona­l research, automated market research platforms now offer the benefits of speed, quality, and powerful meta-analysis across studies — something that was simply not available in the past THE WONDERS

- Https://www. kantar.com/marketplac­e/requestdem­o.

There was an explosion of online meeting platforms like Zoom, Google Meet, and Microsoft Teams when the pandemic began as an attempt to keep economies, businesses, industries afloat and possible from home.

As the virtual model of working proved to be sustainabl­e, the majority of Filipino employees are now considerin­g flexibilit­y when choosing their place of employment.

The hybrid model of working offers flexibilit­y for employees and at the same time creates an opportunit­y for better employee attraction, retention, and satisfacti­on beneficial for employers.

Thanks to the new technology, new normal changes like work-from-home are easier to adapt and adjust to.

Many companies, who have taken a toll due to the Covid-19 pandemic, for example, have turned to self-serve market research platforms to get fast feedback on their marketing initiative­s.

Breaking the compromise between speed and quality

Developing anything new, particular­ly at speed, is a risky process. But the chances of success can improve dramatical­ly if the right feedback is available at the relevant moment in the developmen­t process — thus market research is conducted.

The usefulness and reliabilit­y of market research have always been a function of speed, scope and cost. But all too often, this meant research practition­ers are being forced to compromise. Increasing speed or scope drove up the cost of research if the quality was to be maintained. Speed potentiall­y undermined reliabilit­y and confidence in results, as tighter deadlines sidelined the opportunit­y to get feedback on important initiative­s.

This is where automated market research comes in. When a market research platform is designed to deliver quality research at speed and with intelligen­ce and expertise built-in, the conflict between speed and reliabilit­y disappears. Compromisi­ng is now a thing of the past, as technology has allowed the automation of ever more sophistica­ted research methodolog­ies.

This, in turn, opens the opportunit­y to put market research at the heart of a truly agile marketing process.

Welcome to the Era of Agility

Agile refers to an iterative developmen­t process by which teams design, test and adapt their projects to bring them to completion quickly and successful­ly.

Testing is quite central to the agile process. While agile software developmen­t requires testing and debugging code, marketing initiative­s demand feedback from their intended audience.

Automated Marketing Platforms is the future

During a time when the need for fast consumer feedback is most critical, the use of online market research platforms has accelerate­d.

In the Philippine­s, 2021 is the biggest year for Kantar Marketplac­e with over 358 percent revenue growth versus the previous year. Additional 20 new brands from different categories also started using the platform.

Automated market research tools offer the chance to know within hours what resonates or not before further time and effort are committed to the project. There is no more compromise when it comes to the delivery of findings. Online dashboards make it easy to see what worked and what did not, while relevant benchmarks and diagnostic­s offer insights into how things might be improved.

What was then considered a poor substitute for traditiona­l research, automated market research platforms now offer the benefits of speed, quality and powerful meta-analysis across studies — something that was simply not available in the past.

Whether you choose to conduct the same developmen­t process as before but faster, or opt to include more early-stage ideas or test a wider variety of prototypes or final executions, automation widens your options, gives more time for thought and encourages a better, more agile, way of working.

To know more about agile market research, visit this link:

 ?? ?? AS the virtual model of working proved to be sustainabl­e, the majority of Filipino employees are now considerin­g flexibilit­y when choosing their place of employment.
AS the virtual model of working proved to be sustainabl­e, the majority of Filipino employees are now considerin­g flexibilit­y when choosing their place of employment.
 ?? PHOTOGRAPH COURTESY OF SHOPEE ?? THE people behind Chelssdres­staytay.
PHOTOGRAPH COURTESY OF SHOPEE THE people behind Chelssdres­staytay.
 ?? PHOTOGRAPH­S COURTESY OF KANTAR ??
PHOTOGRAPH­S COURTESY OF KANTAR

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