Main features of modern researching
As it is closely related to information, the research industry is changing at a speed quicker than ever before.
First, businesses and customers are demanding more: they want the provided information to be adequate, detailed, immediate, and evaluated. At the same time, budget for market research are being cut off and closely inspected. And yet, requirements of an adequate, expansible research solution, with “acceptable cost” (which means really cheap), are prevalent.
But what about the reality? Due to developing technological trends, there exists more and more data. Before, the gathering of the necessary information was extremely difficult and might amount to an enormous cost. Today, with terms like Big Data, Cloud, IoT… we can clearly see that data today is adequate, or even too much. Yet, real and essential user-related data is still missing, fragmented, and needs to be gathered. From here arises terms of Analysis, Business Intelligence.. as humans are proficient at making problems and solving them. This does not come without rising costs, and consequently, rises in human resources.
This means the analysis research industry has attained its own problem with the gigantic amount of data, including both essential and inessential information, gathering and evaluating customer experience, and connecting problems and suitable solutions fitting to customer demands.
Aside from the aforementioned demands and contexts, researchers also need to pay attention to the industry’s current features, namely: the reduction of feedback rate (i.e. feedback from real users), regulated security and privacy, and policies regarding uses of social media and mobile devices in information gathering.
In order to apply the recent research trends efficiently, customers only need to focus on business performance, understand the organization thoroughly, and grasp information regarding real-time customer experience, all for the provision of suitable responses. There is also the need for efficient use of multichannel responses via SNS, mobile devices, email, and mobile apps. Also, data gathered via these apps can be shared and explored for various purposes.
On the other hand, adopting an obsolete research methodology, where data are separated by region and division due to tradition surveys can lead to a waste of cost and resources, as well as incompatibility with customers’ other applications.
Qualtrics – An application for simplifying much complex research procedures
Qualtrics is unlimitedly versatile, providing professional and adequate solutions from product testing and evaluation, customer experience research, pricing, to making brand and development strategies.
Its ability to apply immediately and its drag-and-drop design can help users focus on making report/survey procedures and eliminate the complexities involved in traditional ones (like transforming business requests to technical/profession ones, programming, testing, and deploying). Now, all are clearly illustrated, and users can experience, supervise, and evaluate/adjust solutions before going on to real scale deployment. The application also includes vast examples gathered from common case studies, free yet useful, effective, and helps the reporting/surveying become more convenient, quick, and simple than ever before.
The app also provides best-in-class analysis tools with real-time reporting tools, assisting in decision and report making, using its mastery of the research area. It also provides great support for chart reports, MS Office, web, and common presentation applications in minute unit.
It also support immediate log-in with data control functions, optimizing data access and responses in seconds (depending on the scale and time of request). At the same time, the application is efficient in managing and searching among old data thanks to its labelling and categorization.
Efficient project management are also available with the comprehensive project management tool, from organizing data, finding HR/progress/milestone information of the project/report, to providing suggestions to customers. With the model dataset gathered from thousands of annual projects of businesses in the same industry/of the same scale, customers will find themselves among various feasible options.
Customer Experience Functional Module
Build a bigger customer loyalty by enquiring on customer experience and respond accordingly.
This module utilizes the Omni-channel method in customer interaction, and thus ensures the cohesion, continuity, and synchronization of the sales system using technological applications, as well as increase the business’s revenue via optimization of customer experience.
Also, in-apps and web-supported response system will help customers interact efficiently and quickly with the business.
The module also gathers Customer experience reports, employs multiple view inspection of the data, deriving analysis and evaluations, for the end goal of decision-making support. All information will be displayed on a mutual dashboard.
It also includes inspection, management, and tracking regimes on any incurred cases.
And is able to integrate with other functional modules and professional applications of the business.
Employee Experience Functional Module
Always researching and estimating opinions and responses of employees during work, especially those from key, influential ones. Find ways to improve and motivate employees to increase work efficiency, while also building a more active and effective set of staff.
Use the 360 degrees response method by gathering information from all those that interact with the evaluated employees (managers, colleagues, subordinates, customers, or partners).
Carry out surveys during training for evaluation of improvements and satisfaction with the training course.
Exit Interviews function.
The module also provides businesses with the ability to “Pre-hire”, that is, to hire people temporarily before giving official onboarding offers. Real experiences in real working environments will help businesses find their most suitable employees, thus saving cost, time, and human resources for recruiting.
Brand Experience Functional Module
This module compares and evaluates the brand in comparison with leading ones of the field/scale for the setting of the brand benchmark. At the same time, it also constant track the brand to give evaluations on explanations, values, and recognition of the brand, to give optimized and improved strategies for brand promotion.
Brand benchmarks include Recognition of brand or recognition of customers with brand products, and brand equity or added value brought by the brand.
Advertising is a crucial part of bring the brand to the public. Of course, public recognition is easier for big names, while for smaller firms, getting their name out may take a lot of time and money, with unpredictable results. The comprehensive approach of “copy testing” for market research can, therefore, help reduce risks in a marketing campaign. There is also a classification for research and marketing, by geography, group, or time, to adjust the efficiency of advertisement. All the research and development should be constant during advertising for businesses to evaluate the overall effectiveness of their employed campaigns.
Includes the feature of recommending research plan for brand strategies (from navigation, naming, to brand development).
It also includes the feature to determine market/customer segment per requests from the firms, and give navigations to products suitable to the set segment.
Product Experience Functional Module
Researches real demands that remain unsatisfied by the product, focuses on product functions and customer experience measurement, as well as predicts market response to the product.
This module includes functions that can set up a procedure for giving a sample for users to get real feedback, then adjust and optimize the product to satisfy customer demands.
Includes a function to research pricing policies, including elements of cost, market, alternatives, similar products, to suggested prices.
Another important function of the module is the gathering, evaluation, and suggesting solutions made based on customer responses.
The module can also analyzes using a variety of conditions and element for specification of suitable products to the requirements of the market/customers.
(To be continued)
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