Here's how you can optimize technology to enhance marketing research efficiency and free up personal time.

Any marketing organization that has too many tools is a recipe for disaster. Sometimes this also leads to tool duplication and tool fatigue. The best way to manage the marketing tech stack is to identify the gaps in the organization, find out which tool amongst the existing tool set can do the job to fill in these gaps and only when you are fully convinced that the existing tech stack is found wanting, should you proceed to invest in something new

Automation tools are definitely a must have for a Market Research team in any organisation. However, it is important that the right tool is selected basis the type of data and the desired output. Where data is multi dimensional, finding the right automation tool becomes even more critical. To sum it up, such tools save significant manual work which can be utilised for insighting which requires manual intervention and can not be left to any software

Our marketing team has discovered fantastic ways to leverage technology, giving us more time for enjoyable activities. Here’s how we did it: > Automation: We saved hours and eliminated tedious tasks by automating data collection and reporting. > Advanced Analytics platforms enabled us to identify trends and gain valuable insights swiftly. > Cloud-based tools enhanced our collaboration and data access. > Streamlined our processes with workflow management to prevent duplication. > Boosted our research capabilities with AI and machine learning. Embracing these tech solutions has elevated our productivity and created more time for fun activities and team-building events. It’s been a real win-win!

From a Pharmaceutical Industry perspective, this is a double edged sword. While such tools can throw up wonderful looking insights, they are restrictive as well as require significant efforts in terms of data input. The need is easily customizable insights on a muti dimensional data which currently no easily available tool provides. In my personal opinion I feel such tools still need more ease of data entry and customisation at user end

I’m not sure the average marketer would use advanced analytics in market research. You can do things like segmentation which groups potential buyers, CLV and analytics on social network, etc. Does this save time? Just the data cleansing takes a lot of time.

Mobile solutions are particularly useful and appropriate in creating patient journeys. The ability for respondents to participate not only in real time, but on their time adds a level of authenticity that is often not achievable with more classic approaches

Mobile solutions are like having a compact research assistant. In my opinion, with mobile surveys and feedback tools, you can gather insights from participants on the move. It’s like having a data-gathering in your pocket. it responses pour in faster and no more waiting around. Mobile analytics apps let us keep an eye on research campaigns in very time.

In my experience with mobile solutions, I have definitely seen a good potential for such tools in primary research, especially in terms of data collection. It helps avoid repetitive work (first manual data collection and then entry in software) and also throws up instant analytics. I have seen many small Market Research organizations also use it these days and the interviews are very quick owing this. One enhancement that can definitely help is speech to text which will help data collectors focus on the questioning without having to worry on putting in the answers in app

I once consulted with the founder of a firearms storage manufacturer who believed a non-backlit entry keypad was better so customers could learn to open their safes in the dark by muscle memory, especially in emergencies. Using a social listening tool, I discovered that customers were frustrated with the non-backlit keypads in low-light conditions. When these findings were presented to the CEO, he realized he needed to meet customer needs. They quickly redesigned the product to include a battery-powered backlit keypad—the updated version launched successfully, boosting sales and customer satisfaction. This experience highlighted the immense value of social listening tools in understanding and addressing the actual needs of customers.

Incorporating AI-powered market analysis into your marketing workflow can significantly enhance efficiency and insight. However, it's essential to approach this integration as a partnership, where AI provides the data-driven foundation, and human professionals apply their expertise to interpret and act on these insights. This collaborative approach leverages the best of both worlds, harnessing AI's computational power, human creativity, and emotional intelligence to drive marketing success.

It's crucial to recognize that AI is a powerful assistant to human expertise, not a replacement. While AI can process vast amounts of data and generate insights at incredible speeds, it has significant limitations. AI cannot make ethical considerations or understand the emotional impact of marketing decisions. Marketers must oversee AI's analytical outputs, ensuring that strategies align with ethical standards and resonate on a human level, maintaining brand integrity and consumer trust.