New market research agency model uses mobile app as a consumer research tool and technology-driven methods for interpreting massive amounts of incoming data.
Infotools, a global leader in market research analysis solutions, and MDI Global, a mobile-first market research agency, have released a paper covering a new model for mobile-first consumer data collection and processing. The in-depth case study covers how a proprietary suite of MDI Global mobile apps and web-based interfaces provided a consumer-friendly platform for collecting massive amounts of data for a large Australian dairy company. The steady flow of incoming data is rich and nuanced. Harmoni is used to manage the complex data sets and get to the heart of the insights.
"The data was flowing in. Then it was pouring in. And it just didn't stop," said Fiona Buchanan, Director, MDI Australia, who indicated they looked at several tools to process the data quickly and automatically. "One software platform stood out for market research data: Harmoni, from Infotools. Harmoni is powerful, but it's easy to use as well. That's so important because we didn't have the capacity to take time out for extensive training. Because it was so well designed, we could get a lot out of Harmoni quickly just by jumping into it."
Each data point collected through MDI Global's in-the-moment tools carried an enormous amount of metadata, which created exactly the deep data set MDI and the dairy client wanted. Harmoni made sense of it and reported insights back in an absorbable, human-friendly way. This meant that the team could spend more time uncovering insights, connections, and trends instead of manipulating data.
This partnership provides a competitive, technology-driven advantage for both MDI Global and its client. A fast and straightforward approach to processing massive amounts of data boosted agility, cost-effectiveness, and power over the data, creating a more efficient path to the presentation of critical insights.