Q&A on Emporia Research’s award-winning product innovation within marketing research
Editor’s note: Emporia Research is the winner of the 2023 Best New Product/Service Innovation Award, a category in the Marketing Research and Insight Excellence Awards. The award winners were announced during a virtual celebration on November 14, 2023. To learn more about the awards go to https://www.quirksawards.com/
On November 14, 2023, Emporia Research was announced as the winner of the 2023 Best New Product/Service Award. Its platform, Polis, was launched to help combat the fraud issue within the industry. The platform ensures the highest quality of B2B marketing research data and has quickly become a tool in the toolkit of hundreds of MRX agencies and brands globally.
Emporia’s Co-Founder and CEO, Michael Hess, gave a glimpse into the process of how Polis was created.
“While we've learned a lot in our past two years, none of us come from the industry originally,” Hess explained. “This approach helps us to continuously improve and adapt, ensuring we provide practical, quality solutions to our clients. Our focus remains steadfast on improving data quality and the overall efficiency of the research process, reflecting our commitment to meeting the evolving needs of the industry.”
Hess explained more about the company's award-winning innovation in a Q&A after being announced as the winner.
Is there anything you would change within the process or result of your innovation?
Emporia's strength lies in its robust verification process, where every participant is verified against a LinkedIn profile. This, combined with our self-serve nature and the ability to target anyone on LinkedIn across nearly 200 attributes, sets our core research platform apart. While we're proud of these features, we continuously strive to enhance the participant experience – something we think has room for improvement across our industry.
That's why we've just recently launched Polis, a new participant portal designed to work seamlessly with our core research app. Improving this aspect not only benefits the participants but also enriches the researcher's experience and allows for more reliable and repeatable research outcomes for any given audience.
What long-term benefits do you expect your innovation to have?
Emporia aims to significantly reduce fraud in the industry. By extending our verification approach to consumer research, we've already observed a substantial decrease in data cleaning and scrubbing efforts. This shift instills greater confidence in data collection and subsequently, in business decision-making.
Our verification methods aim to level up the collection of quantitative survey data, setting a new standard in the market research industry.
Can you give a brief overview of what the innovation does and how it works?
The app revolutionizes B2B sample sourcing by being a self-serve platform that programmatically accesses a database of 800 million professional records. Users can precisely filter through multiple criteria like location, job title or company revenue to identify their target respondents.
Our platform doesn't just stop with participant recruitment; it facilitates comprehensive study management, survey execution and reporting, eliminating the need for additional tools. A key highlight is our advanced verification layer, ensuring minimal data cleaning and heightened security.