The Insight Economy Special Report 2017

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RACONTEUR.NET 19 THE INSIGHT ECONOMY 24 / 05 / 2017 "You can try different designs of a purchase stage on your website. Since we have a lot of audiences in the system, we can see through our machine-learning how each seg - ment interacts and engages with the different content. We learn with every user response. This means you actually get traffic directed to the right segment with the right varia - tion in real time." Behavioural data, information that ref lects real actions on the part of your customers, trumps consumer panels, where customers tell you how they think they might behave in future, every time. Right now, few research agencies possess that level of sophistication or stra - tegic understanding. Shamus Rae, head of innovation and investments at KPMG, over- saw the acquisition of research agency Nunwood in 2015, a stra- tegic response to the disruption the market faced even then. The combination of the two has reaped dividends in driving a service that has kept up with demand. Mr Rae though is pragmatic about the broader industry. "Research is facing competition from new players that are digital to their core. Most traditional indus - try players are a long way behind where they should be and risk tak- ing the wrong approach to rectify it," he says. "There is growing recognition that technology needs to be at the cen- tre of unearthing insight, but the response we see is largely tactical. They buy tools and bots in an effort to 'seem' digital. If you asked them for their strategic five-year vision, whether they understand the value of data and how to exploit it, I think they'd struggle." KPMG Nunwood is not standing still. It plans to spend $100 million a year for the next four years build - ing a series of AI-led systems. "We're going all in because we know our clients want this level of sophistica- tion," says Mr Rae. Pete Markey, who recently left his role as marketing boss at insurer Aviva to become marketing direc - tor at high street bank TSB, sees the shift in power away from research agencies as a strategic problem for the industry to solve. "Even five years ago your market research function would be the ora - cle of customer knowledge," he says. "You would commission research, put some people in a room behind some glass, feed them sandwiches and listen to what they had to say. "There's still a value there, but the problem agencies have is that so many functions within an organi - sation now do research themselves. Look at the customer experience and marketing teams, and what they can learn every day with the use of programmatic. "You can see and react instantly to what customers are responding to, what they like and what they don't. The retailers are brilliant at this – seeing engages with certain products on their site and learning where they can direct customers to next. "In the current market, if you want to get under the skin of what people think, you need to go deep - er than the traditional research group. Tools like AI help you op- timise and improve performance continuously. As a marketer, that's the dream gig." HYPE OR GAME-CHANGER? How research providers and clients feel about buzzwords in the market research industry GreenBook 2016 There is growing recognition that technology needs to be at the centre of unearthing insight Big data Automation Storytelling Artificial intelligence Attribution analytics Marketplaces Virtual/ augmented reality Game- changer Client Supplier Interesting trend Too early to tell Much ado about nothing Not sure/ no answer 0% 25% 50% 75% 100% C C C C C C C C S S S S S S S S T echnology has changed the way we interact with data. We have more data on everything, data is always available and insights on data can be generated with a push of a button. However, it's often very dif- ferent where research data is con- cerned. It takes days if not weeks to launch a survey and weeks for the results to become available. But this just isn't good enough any more for many research buyers. That's why NIPO, a leading supplier of survey data collection solutions for professional market research- ers, is helping top research agen- cies to change their offer to deliv- er faster, more agile surveys with higher response rates which deliver faster turnaround times. "The challenge is to enable re- searchers to create high-end sur- veys that produce good, detailed, actionable information, while en- suring the technology is intuitive and simple to use and allowing for high levels of automation," explains Jeroen Noordman, managing di- rector at NIPO. "Speed and cost are increasing- ly important factors, and we find that clients appreciate the high level of automation we offer – a feature that also reduces errors, of course," says Mr Noordman. "We have APIs [application program- ming interfaces] that are appro- priate for every system because customers expect to be able to Why today-only surveys that are fast and engaging will deliver Research organisations are continually pushed to deliver research results faster. At the same time it's becoming harder to persuade respondents to finish surveys. Flexibility, engagement and automation are key drivers for success integrate our solutions easily. With these APIs, our customers are able to automate large parts of the re- search process in a way that is tai- lored for their organisation." The parts that are not automated should be really easy to use, so re- searchers no longer have to depend on the valuable time of specialists such as scripters of sample man- agers. "Market researchers have been telling us that for them com- plex interfaces are a major bugbear, so we decided to get rid of all the extra buttons and options that can be confusing or distracting," says Sjoerd Gras, product director at NIPO. "As a result our system has a shallow learning curve and custom- ers say their surveys make it from desk to field within a couple of hours – that's essential when you need to be quicker than ever to market. "Engagement is another major key to success for researcher effec- tiveness. If you can't deliver an en- gaging survey experience, surveys will feel like a chore and respond- ents will drop off. This means that it takes longer to collect the data. "People come to our booth at trade shows and say 'Wow, why don't my surveys look like this?' That's because our framework allows you to make projects appear really engaging and also to format them so they stand out on any device the consumer is using. "Our clients use interactions such as a deck of cards, drag-and-drop facilities or animations and visual- isation. They know their audience and they know what will work best for them. Similarly, clients could have short, fun, engaging questions or they can develop others that are more typical and standard." NIPO's solutions are offered as software as a service or SaaS. This means clients don't need to make an IT investment and can take full ad- vantage of NIPO's cloud capabilities, such as better price performance, al- ways-available capacity and a trans- fer from capital expenditure to opera- tional expenditure, thereby improving cash flow. These are benefits that only NIPO, which has more than 200,000 users and whose 250 customers in- clude Kantar, GfK and Ipsos, can offer. "It's really rewarding to see our cus- tomers win projects on our technology and then to know they'll also be able to execute on them well," says Mr Noord- man. "That's why we do what we do." For more information please visit www.nipo.com COMMERCIAL FEATURE Speed and cost are increasingly important factors, and we find that clients appreciate the high level of automation we offer

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