利用人工智能和自動(dòng)化技術(shù)解鎖研究效率+Unlock+research++efficiency+with+AI++and+automation

Unlockresearch

efficiencywithAI

andautomation

2

Tableof

contents

3Introduction

5Streamliningtheinefficientresearchprocess

7Researchdesign

14Analysis

18Visualizationandreporting

21WhyQualtrics?

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EFFICIENCYISTHENEWMARKETRESEARCHIMPERATIVE

Introduction

Today’sbudgetconstraintsmandateastreamlinedapproachtomarketresearch.Areal-timeunderstandingofconsumers’needsiscriticaltoinformingquickandsoundbusinessdecisions.Asaresearcher,youmustturnaroundfindingsrapidlyandaffordably.Butmostimportantly,youmustdeliverreliableinsightsthatcandrivetangiblebusinessimpact.

Historically,eventhemostexperiencedandskilledmarketresearchteamshavestruggledwithinefficienciescausedbyhumanerror-proneprocesses.

+Theytaketoomuchtime.Lengthystudieswithcumbersomedata-collectionproceduresareoftenoutdatedevenbeforeresultscomein.

+Runningfrequentstudiesiscost-prohibitive.Marketresearchteamsloseopportunitiestofieldmuch-neededstudiesbecausethego-toresearchmethodologiessimplycosttoomuch.Frustratingatthebestoftimes,thisisevenmorepainfulinthecurrentenvironment.

+Errorsinresearchdesign,data,oranalysiscanharmdataquality,resultinginincompleteorunusablefindingsatbest.Atworst,theycanleadtoharmfulbusinessdecisions.

4

Introduction

Noinsightsorganizationisimmunetotheimpactofinefficientresearch,andcompaniescannolongeraffordthiskindofwaste.That’swhyinsightsprofessionalsmuststepuptohelptheirteamsnavigatethisnewenvironmentwithoutbreakingthebank.Bylookingtoadvancedtechnologieslikeartificialintelligence(AI)andautomation,theycansuccessfullysolvemanyoftheseoldproblemsinnewways.

ThisebookhighlightsopportunitiesforusingAIandautomationtounlockresearchefficienciesforyourorganization.

Thecoronaviruspandemichitmarketingbudgetshardin2020:Forinstance,theQ12020BellwetherstudyfoundthatallsegmentsofmarketingspendintheUKdeclinedquarteroverquarter.Marketresearchsufferedthebiggestdrop(-21%).1

1

/article/1681094/marketing-budgets-fall-fastest-rate-2009-brands-feel-economic-chill

SECTION1

Streamliningtheinefficient

researchprocess

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6

Streamlining

theinefficientresearch

process

Everystageofthetraditionalresearchprocessincludesmanualandsubjectivetasksthatthreatenaproject’ssuccess.MarketresearchteamscanuseAIandautomationtoavoidthesepitfallsandstreamlinetheend-to-endresearchprocess.

ResearchdesignAnalysisVisualizationandreporting

AIandautomation

SECTION2

Researchdesign

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8

Research

Businessestodayexpectresearchteamslikeyourstoprovidepromptanswerstotheir

design

business-criticalquestions.Thisrequiresfast-trackingyourstudydesignwithoutsacrificingquality.

METHODOLOGYDESIGN

Asaresearchexpert,you’retaskedwithusingyourknowledgetodesigntherightstudiestogettotherightinsights.However,withtheacceleratingpaceandvolumeofdemands,yourtimeandexpertisecanonlyscalesofar:Manymarketresearchersmustbalancemorebusiness-criticalprojectsontighterdeadlinesthaninpastyears.Inthisenvironment,reservingyourtimefortherighttasksbecomesevenmoreimportant.

EFFICIENCYPITFALLS

+Time:Internallydebatingmethodologycanbetimeconsuming.Projecttimelinesget

pushedoutevenfurtherwhenreworkisrequired.

+Cost:Reworkresultingfromproblemslikelowresponseratesorunusabledatais

expensive–andcanblowyourlimitedbudgetoutofthewater.

+Quality:Askingthewrongquestionsoraskingquestionsinthewrongwaycanleadtobias,respondentfatigue,andotherproblemsthatimpactdataquality.

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Onceyou’vechosenamethodology,youneedtobuildoutyourchosenresearchinstrument.Youmayhavetodesignasurvey,assembleafocusgroup,buildaconjoint,etc.Thepressingneedtolaunchstudiesquicklymakesithardtoensurethateachstudyistherightlength,includesfunctionalsurveylogic,andconformstosurveybestpractices.

OPPORTUNITIES

Automated,intelligentguidancewillhelpyouselecttherightmethodologytoachieveyourspecificobjectives.AdvancedtechnologieslikeQualtricsXMSolutionsleveragemethodologyandquestionsdesignedbyexpertresearchscientists–basedontheirexperienceshelpinghundredsofbusinessprofessionalsandlessexperiencedresearcherssuccessfullycreatesimilarprojects.

AnAI-baseddigitalresearchassistantcanremovetheguessworkupfrontforcustomizedresearchprojects.QualtricsExpertReview?usesintelligencegatheredfrompoweringmillionsofsurveystounderstandhowvariousquestionsandtheircontentcanimpactthequalityofresponses.Itthenguidesyoutoimproveyourquestionstomaximizeresponserateandquality.Forexample,anoverlylengthysurveycanincreaseyourdrop-offrates.ExpertReviewusesintelligentalgorithmstoalertyoutosuchissuesandrecommendchangesbeforeyoufinalizeyourdesign.

Research

design

INSTRUMENTDESIGN

10

Research

Unfortunately,justoneerrorinquestionwordingorlogiccouldskewyourresults.

design

Imagineyouwantdataabouttwopackageoptionsinaproducttestandaccidentallyaskaquestionthatincludesbothoptions.Anyresponsestothisquestionwillbeinvalid:There’snowaytotellwhethertherespondentissatisfiedwithyourpackageoptions,yourquality,orboth.Apoorlydefinedquota,anincorrectratingscale,orsurveylogicerrorcanleadtoentireprojectsbeingscrapped.

EFFICIENCYPITFALLS

+Time:Yourbusinessmayloseafirst-to-knowadvantageinthetimeittakesyourteamtobuildacomplexnewstudyinstrument.

+Cost:Teamsthatdon’treusetemplatesacrosstheorganizationmustinvestinbuildinganewinstrumentforeachstudy.

+Quality:Creatingastudyinstrumentmanuallyincreasesvulnerabilitytohuman

error–especiallywhenyou’reinahurry.

89%ofmarketresearcherssurveyedwanttohandoffthetaskofprogrammingasurveytoanAIandautomationtool2

(2Source:/ebooks-guides/how-ai-will-reinvent-market-research/HowAIwillReinventtheMarketResearchIndustry)

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OPPORTUNITIES

Avoidrepeatedlycreatingnewstudyinstrumentsfromscratch.Establishanautomatedmethodtoleveragetemplatesfrompreviouslydesignedstudiesacrossyourorganization.Thisreducessurveybuildtimeandsavesteamresources.Forqualityassurance,useAItoflagcostlyerrorsandlogicgapsbeforeyoufieldyourstudy.

It’seasiertomodifyanexistingprojectthantocreateanewone.Expert-builttoolslikeQualtricsXMSolutionsletyoulaunchstudiesinminutes,notdays.Youcanchoosefrom40ready-to-go,fullyautomatedresearchprojectsdesignedbyQualtricsresearchscientists–ordevelopyourownproprietarycustomized,reusablesolutionstoscaleacrossyourteam.

Byidentifyingbrokenlogic,methodologyerrors,andcomplianceandaccessibilityissues,youcanreducethenumberofreviewsneededtolaunchaqualitysurvey.WithQualtricsExpertReview,built-inmethodologycheckssuggestwaystoimproveyoursurveypriortolaunch–settingyouupforsuccessrightfromthestart.

Research

design

“OnmyfirstdayusingQualtrics,Iwasabletolaunchmystudiesinhalftheamountoftimeitwouldhavetakenmeearlier–andIhadn’tevenbeentrainedinQualtricsyet.”

Citrix

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SAMPLESOURCINGANDFIELDING

Youraudiencematterswhenitcomestochoosingtherightsampleforyourstudy.Regardlessofwhatanswersyou’relookingfor–frompurchasingbehavior,topricesensitivity,todesiredattributes–youmustbeabletoeffectivelyselectarepresentativesampleofyouraudience.Ifyoudon’tgettherightmixofpeople,you’llgetyourpredictionswrong.

EFFICIENCYPITFALLS

+Time:Identifyingtherightsamplesizeandrespondentsforastudycanbepainstakinglyslow.Ifcompleteratesarelow,additionalfieldingmayberequired.

+Cost:Costsofadditionalincentivestoretargetedpanelsaddupfast.

+Quality:Non-representativesamplescanskewresults.

Research

design

OPPORTUNITIES

Toidentifytherightaudienceswhenyouneedthem,youcancaptureandmaintainarangeofdataaboutyourcustomers,includingdemographicdetailsandpreferences.Forexample,togaugeinterestinautonomousparking,youmightwanttoquicklybuildacustompanelthatincludesonlyvehicleownerswholiveinspecificurbanareasandmeetaspecifiedincomerange.Again,AIcanhelp.Automatedtoolscanstreamlinecontactmanagementandoptimizesampleselectionforrapiddatacollection.

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Research

design

WithQualtricsXMDirectory,youcanbuildyourownresearchpanelandstoreadditionaldemographicdataandpreferencesasyoucollectmoreresponses.Fromthere,youcanbuildrichprofilestoquicklyidentifytherightrespondentsforeverystudy.Whenusedcompany-wide,XMDirectorycancompoundefficiencybymanagingcontactfrequencytopreventcontactfatigueandcomplywithGDPRandotherprivacyanddatacollectionregulations.YoucanevenautomateincentivemanagementbyintegratingwithRybbonandTangoCard.

“WithQualtrics,Iamabletodomore,withafraction

ofthebudgetofmypeers.

Qualtricsissavingushundredsofengineeringhourswhileallowingusaccesstomoreparticipants

withoutoversampling.”

Head,Researchinfrastructure,Fortune20company

SECTION3

Analysis

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15

Analysis

THEWORKTOUNCOVERMEANINGINYOURDATABEGINSWHENFIELDWORKISCOMPLETE.

DATACLEANING

Reliableanalysisrequiresacleandataset.Traditionally,atthispoint,youwouldhavetometiculouslyexamineeachresponsetoscrubyourdataoferrors,duplicateorincompleteanswers,andjunkdata.

Studiesindicatethat15to20%ofquantitativestudyresponsesaretypicallyfraudulent,3andqualitativeresponsescanalsobeproblematic.It’snowonderthatdatacleaningisoneofthetasksresearchersmostwanttohandofftoAI.

EFFICIENCYPITFALLS

+Time:Manuallyvettingdataforerrorsistime-consuming–andsometimesimpossibleduetothesheerquantityofresponses.

+Cost:Outsourcingdatacleaningcanbecost-prohibitivewhenyoudon’thavetimedotheworkin-house.

+Quality:Poorqualitydataleadstounreliableanalytics.

96%ofmarketresearcherssurveyedwanttohandoffthetaskofdatacleaningtoAI.4

3/articles/problematic-respondents-in-marketing-research

4

/ebooks-guides/how-ai-will-reinvent-market-research/

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OPPORTUNITY

Analysis

Intelligentsolutions,likeQualtricsExpertReview,removetheneedtomanuallycleanyourdata.AIcaneasilyidentifyandeliminatespeeders,straightliners,cheaters,bots,duplicates,junkresponses,andalltypesofdishonestandfraudulentresponses–soyoucansetupananalysisbasedonreliableresults.

ANALYSIS

In-housedataanalyticscapabilitiesareinhighdemand:ArecentGRITstudyofmarketresearchsuppliersandusersfoundthatdataanalyticsanddatascienceisbyfarthemostimportantskillsetthatcompanieswanttoaddtotheirteams.5Buttheanalyticsskillsetsavailableoftendon’tscaletomeettoday’srequirements.Whenit’stimetoapplystatisticalanalysistodatatouncovermeaningfulinsights,manyresearchersstillrelyonexportingdatafromtheresearchcollectiontoolintoastatisticalanalysistoolsuchasMicrosoftExcelorSPSS.

EFFICIENCYPITFALLS

+Time:Traditionalresponseanalysistakesdays,weeks,orworse–especiallywhenresource-constrainedteamslackin-houseanalyticsexpertise.

+Cost:Analysesmayrequirerunningmultipletestsonmultipleplatforms.+Quality:Undetectederrorsinanalyticsthatcanleadtoinaccurateinsights.

5

/insights-practice/

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OPPORTUNITIES

Analysis

Consolidateyourdatacollection,cleaning,andanalysisintooneplatformtoreducetheriskofhumanerror.Intelligenttechnologiessimplifytheprocessofanalyzingandinterpretingyourfindings–especiallyintheareasoftextandstatisticalanalyses.

Powerfultextanalyticstools,likeTextiQ?,useAItobypasstheneedtoreadeverycustomersurveyresponseupfront.Pairinganunderstandingofquantitativedatawithcustomeropinionscanhelpyoupinpointwheretofocusyouranalysis.Forexample,ifyourpricingstudyincludesnumerouscommentsaboutwarrantycost,TextiQcanminetopicsandsentimentscanhelpyouquicklyidentifywhetherthisisaproblemarea.Asyoureviewcustomerresponses,youcaneasilynarrowinonkeycommentsthatcanleadtoactionableinsights.

Similarly,toolslikeStatsiQletyouautomaticallyruncorrelations,regressions,pivottables,clusteranalysis,andadvancedcrosstabs.Withbuilt-inconjoint,youcanoptimizeproductandpricingdecisions–withoutanyExcelorSPSStrainingrequired.

SECTION4

Visualizationandreporting

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19

Visualization

andreporting

Distillingyouranalysisintoclear,actionableinsightsisthefinalmileintheresearchprocess.Inthisphase,you’relikelyhavingtoprovideguidancetoarangeofaudienceswithdifferentinterestsandlevelofunderstanding.Forinstance,corporatestrategistswillrequiredifferentvisualizationsandrecommendationsthansalesteams.

EFFICIENCYPITFALLS

+Time:Choosingandbuildingtherightvisualizationsforeachaudiencecanrequiremultipleroundsofmanualwork.

+Cost:Failingtouncoverkeyimplicationsofyourfindingscanresultinexpensivemissed

opportunitiesormisinformedbusinessdecisions.

+Quality:Poorlyvisualizedresultscanbehardforyourbusinessstakeholderstounderstandandacton.

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Visualization

andreporting

OPPORTUNITY

Visualizingyourdataproperlywillhelpyoumorequicklydiscernandcallouttheactionableinsightswithinyourstudyresults.AI-enabledtoolscanhelpyouunderstandthestructureofyourdataandpresentitineasy-to-understandvisualizationsthataremostappropriateforyourresults.Forexample,incorporatingAI-poweredtextanalyticsinyourdashboardsallowsyoutohighlightthewordsrepeatedmostofteninyouropen-textresults,automaticallyapplyinglemmatizationtoresponsessoyoucanvisualizeresponsesbytheirkeywords.Thismeansdistractingvariationslike“transforming”and“transformed”wouldbothappearinyourwordcloudastheirbaseword,“transform”–withnotime-consuming,manualadjustmentnecessary.Youcaninsteadspendmoretimeinterpretinginsights,andcraftingrelevant,compellingstoriesforyourvariedbusinessstakeholders.Armedwiththesekeyinsights–inlanguagetheycanunderstand–yourstakeholderscanmaketherightdecisionsthatwillmoveyourorganizationforward.

SECTION5

WhyQualtrics?

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22

WhyQualtrics?

RAPID,RELIABLEINSIGHTSMAKETHEMOSTOFYOURRESOURCES

Qualtricshelpsteamslikeyoursunlockend-to-endefficienciesacrosstheresea