“Harmoni makes my life much easier than using simple crosstabulations...I look for tools that will make me more productive and efficient, that fit my workflow and make it easier to see the patterns.” - Ray Poynter, #NewMR
Many organizations in the market research space are working hard to keep their audiences informed through what has become an extremely fast-paced insights cycle. Ray Poynter from #NewMR is taking the pulse of market researchers and how they are coping with the pandemic. The #NewMR study has had two waves of data so far, and Ray wrote about the difference in processing speed and efficiency between them. For the second wave, he used our market research platform, Harmoni, to process and analyze the data.
Ray wrote, “I had processed the first leg in SPSS, but that was relatively time consuming, and with the second leg I had the need to consider both messages within the new data and the differences between the second leg and the first leg.”
He had seen Harmoni in action, processing COVID-related data, during a recent #NewMR webinar, so he knew how powerful it was for market research. He indicated that using Harmoni made an “enormous difference” in speed to insights and wrote about a couple of specific examples.
Bases AND percentages: When using SPSS, Ray could not quickly see findings that were “significant and substantial” when it came to percentages and counts for various data points. Using Harmoni made his process faster because he was able to examine correlations between variables and also compare the two waves of data.
Statistical significance: One of the biggest advantages Ray found when using Harmoni was our Discover tool, which automatically brings the most interesting findings to the surface. It allows users to find stories in data faster by profiling the groups that matter and comparing them with others. In Ray’s case, he was able to quickly explore what was happening when it came to a number of key data points. He said that this tool “provides a fast start for knowing where to dig deeper into the analysis.”
Spurred by the pandemic and other global drivers, data is coming in from all angles, and keeping up with new behaviors, sentiment, and actions is challenging. Using the right solution can help market researchers keep up and compare data points over time to track change. Ray concluded by writing, “Harmoni makes my life much easier than using simple crosstabulations...I look for tools that will make me more productive and efficient, that fit my workflow and make it easier to see the patterns.”