Market research hasn’t always been quick. Traditionally, it took a substantial amount of time to properly set up a questionnaire, write programming logic, test the functionality, reach out to panel providers, manage data collection, chart the data, and manually build actionable reports with the findings.
Fortunately, quantilope has automated the market research process, saving you valuable time to work on other research initiatives and act on insights in real-time.
Research tasks that should be automated
The sections below focus on the various aspects of research that should be automated in today’s fast-paced market, but often aren’t - whether for lack of an agency’s automation capabilities or because researchers don’t know that market research automation is even possible.
Survey creation
Survey writing doesn’t have to entail messy, color-coded documents with crossed-out changes that are passed back and forth between teams. You can automate this process using research tools that offer pre-programmed question libraries, pre-built modules, and fully customizable survey templates to use as a base. With these tools, you can drag+drop survey elements into your questionnaire in a matter of seconds, drastically shortening the time it takes you to have the survey ready for stakeholders to review.
Survey programming
Beyond writing the survey questions you’d like to ask respondents, you also need to create programming logic to ensure the respondent experience is what you envision. This can include logic that makes it so that respondents are only seeing relevant questions, certain answers or statements are piped into later questions, and the survey flow is seamless. Automation makes this process quick and simple, with things like statement piping modules, ‘display if’ logic modules, and automated randomization of statement lists.
Panel setup
Automated market research tools will allow you to set up a panel source from anywhere (be it panel providers or your own supplied list) and launch your survey without long delays in communication. You can set up quotas, set a maximum number of completes, and sit back as respondents complete your questionnaire. With automated reporting tools, your panel provider will be able to monitor how many completes are left to capture so you don’t have to worry about checking in with them constantly throughout the fielding process.
Real-time data collection
Automated survey platforms allow you to see the data in real-time, which is not generally a capability of traditional agencies. Non-automated market research vendors often keep the data to themselves before the total target sample is captured. Only then do you get to begin combing through the insights in a crosstab file to craft your insights narrative (and often only if you ask for data tables). This a waste of valuable time on a task you could have been doing simultaneously while in field. Not to mention that real-time data allows you to catch things in the data before it’s far too late to make any changes.
Data cleaning
With traditional research tools, once you’ve captured your target number of respondents for a survey, you’ll receive a data file where you review the responses to ensure they’re high quality. This is as time-consuming as it sounds - having to manually read through open-end responses in a crosstab file and ensure respondents didn’t speed through the survey providing illegitimate answers. Artificial intelligence makes the data cleaning process effortless - with things like automated text cleaners and data cleaning flags to catch speeders (respondents who complete the survey much faster than average) and straight-liners (respondents who select the same answer option at every question).
Report/dashboard building
The final piece of the market research process is putting all the insights together into one conclusive report or dashboard. This often means sifting through all the data, manually slicing it by other groups of interest, manually adding significance testing, and putting your final charts in a 50+ page slide deck to present to stakeholders who ask to see every possible data cut. This way of data analysis is not time nor cost-effective. Rather than outsourcing the reporting process to a reporting team (which costs time and money), automation allows you to build an interactive dashboard in a fraction of the time.
How quantilope helps automate research tasks
Below are 7 ways quantilope has automated the market research process for faster, cost-effective, actionable consumer insights.
Templated survey design
Manually writing a questionnaire from scratch not your thing? Pick from any of quantilope’s pre-programmed survey templates to get you started, and customize however you need by changing question text, answer options, survey logos, images, or colors. You can also add in other modules to an existing template, or drag+drop questions into a blank canvas if that’s more your style; both of these methods can save you precious time. Regardless of your chosen approach, research studies are no longer a heavy lift when it comes to drafting insightful questions.
Automated advanced methodologies
quantilope leverages artificial intelligence to make advanced methods like conjoint analysis and segmentation accessible to researchers of any skill set. As a result, even diy/self-serve researchers with very little market research background can take advantage of these advanced insights. Similar to a templated survey design, simply drag and drop any of quantilope’s 12 advanced methodologies into your survey to enhance your business decision-making.
Collaborative workflows
quantilope embodies agile market research - meaning it shouldn’t take teams multiple days to accomplish a simple task such as survey programming, data cleaning, or report generation. quantilope’s automated, end-to-end market research platform houses all the research process steps in one place, allowing teams to tag one another in survey comments, make changes simultaneously without version control issues, monitor fielding together, and build charts at the same time.
Panel agnostic capabilities
Connecting to your target audience shouldn’t be difficult. That’s why quantilope’s platform is panel agnostic - allowing teams to reach consumers from wherever they deem fit. Simply paste a panel provider’s redirect links into the platform’s fielding tab or add your own panel source to your research project. To make it even simpler for yourself, set up real-time charts with your desired quotas so you can check back at any point for a quick update on fielding status. Or, share those real-time charts with panel providers and let them monitor themselves!
Real-time data collection and cleaning
Your consumer research should be accessible whenever you want it - it’s your research project after all. quantilope automates the data collection process so that you can see completes as soon as they come in. Not only that, but quantilope’s automated data cleaner will flag and clean out respondents who don’t meet quality standards, saving you time at the end of your study to focus on the data analysis and storytelling rather than the data cleaning process.
Data visualization
There are lots of ways to visualize data outputs, and quantilope makes it simple through a variety of charting options. For any given question, instantly click through the charting options to see which displays your data in the best and most digestible way. Toggle back and forth between different chart types, slice the data by other variables, change chart colors, add logos, etc. to optimize your final dashboard in a way that tells the story exactly how you want. quantilope’s data charting also comes with automated significance testing to quickly identify shifts in trends by hovering over a chart with your mouse.
Automated sentiment analysis
quantilope’s automated survey tools aren’t limited to just quantitative studies. For teams running a qualitative research study, they have the benefit of automated sentiment analysis which organizes video feedback based on facial expressions and sentiment feedback (i.e. positive/negative). This kind of new technology is changing the nature of the research industry - allowing research teams to qualify consumer feedback in their own words and body language. Run this kind of qualitative research study alone, or, pair it with a quantitative study for a mixed-methods research approach.
To learn more about how to automate your market research process for faster, high-quality, and cost-effective consumer insights, get in touch below!
