Abstract:
It is no secret that the market research industry is under pressure to deliver sound and strategic insights within shrinking budgets and timeframes. Ten years from now efficiency is predicted to be the number one deciding factor when commissioning research. This paper investigates automation as a potential solution. Specifically, the use of automated tools during qualitative analysis. We set out to discover whether automation is even feasible, and if so, what are the benefits and drawbacks for research professionals? What is the impact on the time, cost and quality of insights? Moreover, how do clients evaluate these trade-offs? To answer these questions we collaborated with Danone and Voxpopme, devising a head-to-head competition between human analysis, machine analysis and a combination of the two. This resulted in three research reports, evaluated by Danone in relation to their business needs. From this experiment we learn that the outputs from machine analysis do not offer âmagic bulletâ insights. This paper subsequently evaluates our experiment from both an agency and client-side perspective, providing insight into the key learnings we gained during a study that gave us optimism for the future and taught us not to compete, but to collaborate with machines.
Research Papers
The wave of automation
Catalogue: Big Data World 2017: Smart Data Integration
Author: Dmitry Gaiduk
Company: CoolTool Inc
November 10, 2017
Webinars
Key global trends impacting the practice of market research with an awarding-winning case study on automation
Catalogue: Webinars 2019
Authors: Jackie Lorch, Samantha Bond, Reg Baker, Steliana Ifrim
Company: SKIM
July 25, 2019
Magazines
Research World (September 2018)
Catalogue: Research World 2018
Author: ESOMAR B.V.
 
September 1, 2018
