As Global Fieldwork Service Director, perhaps one of the best examples of this I see, is in the way we use our Connect platform. This recent
innovation creates additional value from product and pack testing. It informs clients of the developing outcome of a quantitative test as it happens. It’s not just early visibility of results (that’s automation), rather it's what we can help our clients do with these as a next step (that’s smarter agility). While the research outcome is developing,
we can call upon our experts (e.g. sensory
specialists, qualitative researchers) to intervene and gain next level insight.
We can probe individual responses with individual participants based on their
answers so far, as well as convening a tactical and
lively focus group with select respondents based on their scoring. We’re
exploiting opportunities that may not have been visible at the research design
stage, without waiting for the full results (by which time the opportunity has
often passed, and further time and budget is probably
required for exploration.)
Monitoring live data collection outcomes,
and having our own experts available at the
moment discoveries are made, means our clients are getting more from their
research. Deeper insight, delivered faster, at
no additional cost (since no further data collection or follow-ups are required).
So by the time a day’s testing is complete,
our clients know the outcome (along with the driving factors) and likely have
some very memorable articulations directly from consumers to illustrate and
convey the insight within their own organizations.