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Confirmit helps businesses operationalise feedback to drive change throughout their organisations using the world’s most secure, reliable and scalable solutions for Voice of the Customer, Employee Engagement and Market Research programmes. Confirmit’s solutions enable companies to run feedback and research programmes that increase revenue, reduce costs and promote culture change.

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CAPI, CATI, Internet Research/CAWI, mCAPI, Mobile Web Surveys, Online Surveys, Panels, Questionnaire Design, SMS, Social/CGM Monitoring, Tabulation & Analysis, Telephone Interviewing
Australasia, Northern/Western Europe, UK, USA, Worldwide
Senior Contacts

Tim Hannington (Chief Revenue Officer)
Wale Omiyale (SVP Global Market Research Sales)

Breakdown of Personnel

Total Number of Employees: 101 to 500

Address

Blue Fin Building
110 Southwark Street
London
London
SE1 0SU
Tel: +44 (0)20 3053 9333
Fax: +44 (0)20 3053 9334
Email: info@confirmit.com
Establishment date: 1996

International Address

Confirmit
Karenslyst allé 56
Oslo
0277 
Tel: +47 21 502 500
Fax: +47 21 502 501
Email: info@confirmit.com
Website: www.confirmit.com

Confirmit
Level 1 McCartney Stand
283A Miller Street
Sydney
NSW 2060
Tel: +61 2 9929 3514
Email: info@confirmit.com
Website: www.confirmit.com

Can MR embrace faster and cheaper while maintaining quality?

For years, marketing research organizations have been under immense pressure to uncover higher-quality insights faster and at a lower cost. However, sometimes faster and cheaper can mean poor quality.

So, how can marketing researchers avoid this?

Software providers are working to refine the capabilities of automation tools used in such processes. Today, automation is paving the way to make this a possibility with accurate, agile research.

Automation can be described as the technique of making an apparatus, a process or a system operate automatically. Since computers are exceptional at following rules, software providers have used this to their advantage by programming computers to carry out information-processing tasks. If this is done successfully, users can see faster delivery and lower costs.

Automation has already been around for years in simpler forms, such as questionnaire scanning, which was revolutionary in speeding up the process of data capture and was created in direct response to the need for faster results. With this need in mind, automation tools have been reworked and redeveloped – so much so that the tools used today now span the entire lifecycle of marketing research. In addition to automating survey design, sampling, data collection and reporting, tools are available for much more advanced automation techniques, from emotional response recognition to multimedia feedback, social media analysis and more.

Are researchers sacrificing quality?

Traditionally, some marketing researchers have felt that a reliance on technology could pose real challenges for data integrity. Many question the accuracy of software-interpreted data.

The concerns are valid. While the industry has yet to reach full automation maturity, there are many solutions today that successfully deliver speed, consistency and accuracy.

One example of success is in the field of text analytics. The increasing volume of social media data has been a key driver for developing automated analysis tools and social media analytics solutions are now proving to have value in delivering insight from vast data sets.

Such tools have several added advantages of paving the way for researchers to become insight experts. These include:

  • Repetitive tasks associated with data collection and analysis can now be automated
  • Actionable insights and sentiment can be found within free-form text
  • Unstructured text can increase respondents’ engagement
  • Open-ended questions can allow for a shorter survey but more meaningful, specific and useful feedback
  • Researchers can focus on more in-depth analytical processes that require human interpretation.
Self-serve opportunities 

Self-serve means different things to different people. At a basic level, self-serve represents the ability to run a research program with as much automation in the process as possible, eliminating the need to outsource service delivery. This could be in the simplest form of scripting a survey but ultimately extends to the analysis and report delivery of data. Automation of analysis and reporting currently work well in a standardized research approach but much is yet to be done for ad hoc projects to automate the process.

Self-serve may ring alarm bells for some, suggesting a diminishing need for the skills of marketing researchers, but this is not so. Many companies are looking for quick insight and sometimes they only want to focus on questions that get to the heart of the insight. With automation tools to support this way of working, researchers may still get 80 percent of the information they need in 25 percent of the time – which makes a justifiable business case for self-serve.

It’s important to note that self-serve does not negate the need for in-depth research programs; rather, it is a new layer that sits on top of substantial analysis and insight. The developments in automation are taking us toward a hybrid model of research, where the needs of companies are delivered in the time frames and formats most suited to each.

When implementing self-serve, it’s important to follow these steps to ensure the process runs smoothly and produces results:

  1. Weave self-serve into the company culture. For self-serve to be truly successful, it can’t be a one-off project. It must be woven into the culture of the organization through executive buy-in, incentives/rewards and identifying/addressing any obstacles up front. Usually, lines of business demand self-serve tools, bypassing the IT department which is more inclined to build from the bottom up. The explosion of self-serve supports a more autonomous working culture, enabling teams to use the right tools for the job.
  2. Don’t be afraid to keep it fluid. The beauty of IT process automation – and technology in general – is that it is continuously changing and improving. Be sure to keep an open mind and make modifications and changes wherever necessary. Before rejecting or implementing, always consider what works best for your company.
  3. Make your testing and reporting top-notch. Ensure there is always someone to evaluate the data from reports; otherwise, there is no point in generating the data in the first place. Furthermore, automation tests exactly what you tell it to – no more, no less – so be sure to incorporate manual testing as well to guarantee a complete and comprehensive assessment.
Looking at the benefits 

While there is still much more opportunity for automation in MR, it’s clear that it’s already firmly entrenched in our day-to-day processes. We must be more rigorous than ever in our assessment of quality.

Automation is used in many industries to deliver savings in time, materials and resources, as well as a tool to drive improvements in quality, accuracy and precision. By sticking to the foundations of integrity and accuracy on which the research industry is built, automated research tools can help MR evolve in the face of ever-changing client requirements.

Source: Quirk's Media

“We are confident that Confirmit will allow us to provide our clients with speedy, in-depth insight while also enabling us to take mobile to a whole new level of detail and proficiency….”
- Managing Director in an EMEA based research company. 

 

“We are committed to driving and developing best practices and global standards in order to optimize operational performance and as a result are pleased to maintain our long-standing relationship with Confirmit. We’ve worked with Confirmit for well over a decade and the solution helps us meet our diverse business needs in a challenging market.”
- Head of Operations in a leading data collection and insight business.

 

 “To deliver the quality and level of service our clients require, we needed a solution that was flexible, easy to work with and highly featured – all of which we found in Confirmit Horizons.”
- Founder & managing director of a German research consultancy. 

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