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Weaving together the strands of your data

With data coming from so many different places, researchers are now tasked with the challenge of weaving all the strands together to create a single cohesive picture.

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Being able to weave together different kinds of data to create a cohesive picture is the kind of innovation that market researchers need to help streamline some of the more cumbersome and time-consuming parts of our jobs.

I love having conversations with market researchers. They always get me thinking about ways that we can harness technology to innovate and make our jobs easier.

We all agree that the market research industry needs to keep up with new technologies, trends and innovations to understand how they will affect us and, in many cases, help us. Today, the trend having perhaps the longest lasting and most significant impact is the explosion of data available to us.

But while all this data is exciting, it comes with a price. The very technology that has pushed us forward also demands an immediacy that permeates every part of our lives. These days, waiting for a clunky website to load is the least of our worries. Can’t book an Uber and immediately see the car icon drive toward you? Frustration. Can’t get Alexa or Siri to understand your spoken commands? Annoyed. Can’t quickly click through a survey on your phone and provide open-end answers via video? Drop out. We’ve all learned to expect instant results: immediate outputs from our inputs.

We need this sort of speed and simplicity in the market research space too, especially when it comes to weaving together different types of data from different sources. Generally, before we can even start asking questions of the data, we have to first send it away to the data processing team – and sometimes it can take days for them to work their magic and send it back in a useable form. But by taking a thoughtful approach to this challenge, we are creating solutions that eliminate the wait and help you get answers from your data more quickly.

Being able to weave together different kinds of data to create a cohesive picture is the kind of innovation that market researchers need to help streamline some of the more cumbersome and time-consuming parts of our jobs.

Rather than building software that will ‘become your job’, we have built an intuitive platform that will help you spend less time processing data so you can spend more time on the interesting, value-add part of your job. And isn’t this why we’re all working in market research in the first place – to be able to dive into the data to satisfy our innate curiosity by finding the insights we know are hidden there? I don’t know about you but I want to get to this part as soon as possible, so I get pretty excited about anything that helps me dig up the treasures in my data faster!

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