Abstract:

This paper describes a fully automated quality monitoring system that in essence aims to 'take the researcher out of research'. By reengineering the traditional research process, it is possible to eliminate research turn-around time, let the system warn the client when process quality is decreasing and give the client access to real-time market information. The result for the client is an easily adaptable and action oriented way of implementing critical business information. This puts the client on the fast track to initiating a true market reaction learning process, building a more solid market understanding. By the use of a red-alert functionality, where the client gets an email notification when process quality has dropped below set quality standards, the strain of quality monitoring on the client organisation is also minimised. On the researcher's part, the implementation of the real-time system means that time spent on traditional research tasks is vastly reduced, allowing focus on in-depth analyses and more value added consulting.