Putting real time information centre stage
The rise in digital research techniques is transforming the corporate value of market research. As organisations look to leverage a growing multi-channel consumer base, research projects are no longer one off, ad hoc events addressing specific products, customer groups or distribution channels. Chris Russell, Director of eDigitalResearch discussed how automated online research now delivers unprecedented access to real time information across every aspect of the business.
This research is not just providing faster, lower cost access to critical business information. It is enabling business change. Providing automated reports to logistics, buying teams, customer services and product managers; online research is now becoming an integral part of key business processes.
Indeed, if organisations are to effectively leverage multi channel strategies they need to recognise the value of online research as a proven driver for business transformation.
New Model
For years organisations have relied upon traditional printed, telephone and face to face research methods to gain insight into operational performance, customer satisfaction and new business opportunities. From in depth qualitative studies to brief quantitative customer surveys, market research has played an important role in monitoring business performance and, via focus groups, supporting business direction.
