By Rachel Grassity & Anup Surendran
We were really happy to see this article by Ron Sellers here (http://greenbookblog.org/2014/01/28/context-is-the-key-to-research/) at GreenBook blog. We are true believers of not only telling a story with Data but also telling as close to an accurate story as possible. Quoting Ron – “It’s important to understand the context you need before you begin to measure anything through research.” We believe in an approach of what some people call agile market research or iterative market research. Research differs by the way you ask your questions, by context, and by market position. Once you start understanding the context in which the research is done, the insights which you derive from the research is much more accurate.
Market research is sometimes defined as a service, a strategy, a discipline or even the way you use a collection of tools. Some businesses define it as a strong business capability. The reason is simple, business objective driven market research yields results. Businesses have to adapt with market conditions and market research has to help with the adaptation and the pace of change. What we refer to as Iterative is radically different from traditional market research in terms of cost and lead time. The essence of iterating is speed which gives the ability to add more related or contextual data quickly. For an industry that prides itself on providing its clients guidance on where things are headed, market research has been alarmingly slow at adapting to the pace of today’s business cycles. Practices for designing, implementing and analyzing market research have moved forward only when pushed by the inevitable forces of technological advance.
What we have been doing at SecondPrism is providing the ability to iterate with data and visualize that quickly. For example, you could upload an SPSS file and easily visualize the data on the web and mobile. What you can do after that is you can add additional context (additional data) which can enable your stakeholders to compare datasets and actually interact with the data.
The traditional market research efforts will slowly make way for contextual insight. Instead of delivering periodic powerpoint reports, new-age market research organizations will start developing more ongoing collection mechanisms and start processing data in a more continuous fashion. They will start tailoring reports and analysis to for different roles across the organization spending more time on their roles objectives. The reality is that most people in an organization have very limited visibility into what’s happening in the marketplace. Providing them with relevant data (that isn’t necessarily statistically significant) will help them make better, faster decisions.
Relative sized Infographic type elements (or what we call Contextual Infographics) is another thing which we have made possible. Here are some examples – A branded Dashboard : https://ebony.secondprism.com/s/cl and a dashboard with an Infographic type look and feel : https://demo.secondprism.com/s/d4
All this time Infographics has been sexy but now we have made these type of visualizations reflect the actual data underneath instead of a designer’s interpretation. Contextualizing also could mean providing an experience relative to the brand. This seems to be a standard thing all market research companies do now to ensure that their clients and stakeholders do.
About the Authors: Rachel Grassity is a Customer Experience Specialist at SecondPrism. Anup Surendran is the cofounder of SecondPrism