Online MR Magazine May Edition 2016 Issue 1 | Page 39

Steve August : Clients can make the most of their research dollars by first starting with data they have already gathered . In my recent presentation at MRA CRC with Kelsy Saulsbury of Hallmark , one of the first things she recommended for client side researchers was to look at the collection of research that has been done previously , and resynthesize and repackage in cases where that information can speak to current business questions . Following that , the recommendation was to focus on only the most essential business questions - mapping the intersection of issues that have the most potential to be problematic for organization and are currently the least understood .

Research

technology can then be leveraged to according to the need of each business question , but ultimately getting the most out of research dollars means working on the most pressing business questions .

Can you share some of your experiences wherein technology has helped you to better serve your clients ?

How can market research agency become more of a consultant than just data provider ?

Steve August : Consultants go beyond gathering , analyzing and reporting data . They engage more deeply with the client organization to understand the overall challenges facing the business and then take the information they gather , synthesize it , make recommendations , advocate for solutions and then work with clients to implement . Market research often stops once information is delivered . If an agency wants to become more of a consultant , it must engage at a consultative level and being able to recommend and help implement courses of action .

Technology has helped us in harnessing mammoth amount of data – are market researchers equipped to extract actionable information ?

Steve August : I would say that classical market research has the framework to translate data into actionable information . However , the tactical processes of data science is skill set that needs to be folded into the market research toolbox .

How can clients make most of their research dollars ?

Steve August : Recently FocusVision has fused the sophisticated Decipher survey platform with qualitative tools , including webcam survey open end responses InterVu webcam intercept interviews and Revelation digital ethnographies . This allowed clients such as Ebay to move quickly from quantitative to qualitative understanding and then make that understanding come alive for the organization through quant numbers supported by videos .

Your verdict : Is the marriage between technology and market research feasible ?

Steve August : The marriage between tech-nology and market research is not only feasible it is absolutely necessary .