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By Wale Omiyale, Global SVP Business Development Confirmit
2020 has not run according to plan. For research businesses, some of whom were already struggling with the challenges of commoditization and DIY tools, it’s been the straw that broke the camel’s back. For others, though, it’s been an exercise in agility. An unprecedented push in making changes that were already under consideration. In short, it’s been a survival mission.
Like most survival missions, it’s about prioritizing what matters, getting the balance right and not getting distracted.
For research businesses, a critical balance is between being smart and being clever. No, they are not necessarily the same. We all love to play with clever new bits of kit – the shiny new tools that we’ve not been able to use before and which are fun and different. The thing is, at the moment, we’ve got to prioritize the things that add value. Yes, it’s shiny and new. But do your clients want or need it?
Remember a couple of years ago when so many got very hot under-the-collar at the idea of using Google Glass and VR for gamified data collection? Pretty sexy. But uptake was minimal. The tech was too unwieldy, delivered an uncomfortable experience for the respondent and the insights were not necessarily “value adding.” Clever, but not smart. Now is not the time for that.
I don’t mean to be negative. There is absolutely a case for innovation in research, it just needs to be the right innovation. There are plenty of possibilities out there. What are the questions you need to ask to help you decide?
- Who is my audience? Seems basic, but it’s vital. Age groups, demographics and location all have an impact on how people communicate with the world. Is now the time to break out an Alexa survey? Fifty percent of all age groups use voice technology now, so maybe it is.
- Will technology add value? Think about whether you’re deploying technology because it will deliver efficiencies or if you want that shiny toy out in the world. Does it save money? Time? Will it boost response rates or improve the quality of insight, or not?
- What is the actual benefit? What do you actually need to achieve? With budgets being cut, deliver what your client needs, rather than trying to wow them with something new. Will text or social analytics, for example, get you to where you need to be more quickly and efficiently?
In getting this balance right, think about how to streamline your delivery, too. As insights professionals, we rely on data visualization to help us deliver insights. But often, the people you’re delivering to need a helping hand to interpret data. Of course, there are times when you set up workshops and meetings to share insight and drill down into the implications. But at the moment, speed and simplicity are of the essence, so look at how you can use technology to reduce your resource load and meet the client’s needs. Automation is our friend.
The great advantage of data visualization is not just that it helps everyone understand data, but the speed at which we can now deliver through automation is greatly enhanced. Faster delivery results in more time for delivering the research story to a client – which means the opportunity to drive business value. Speed is also important on the competitive playing field – it can present a true advantage to be equipped to make an informed follow-up faster than your competitors.
As you face the remainder of what will continue to be an uncertain year, it’s time to be ruthlessly pragmatic. Embrace the tools that will make you more efficient, more competitive and better able to serve your customers. Think of it as back to basics, with an innovative flair.
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