Top 10
The Paradigm Shift: Rise of Automation in Market Research
Published
4 years agoon
By
admin
Jasal Shah – CEO, Managing Director and Spokesperson of Markelytics and Velocity MR
The age of automation is upon us. We already see artificial intelligence (AI) and machine learning (ML) in various walks of life. From smart voice assistants to self-check-outs at stores, automation is already changing the way we shop, live and do business. Market research is no exception. Every brand or business needs research and intelligence to improve its product or service offerings. It also needs to track opportunities and risks, trends, competition and market forces to thrive. Market research acts as a guiding star for businesses to map their journeys.
Technological advances have ensured that market research, like much else, is more accurate and efficient, and less time-consuming. Traditional methods of market research could include telephone surveys, door-to-door visits, in-person focus groups, and interviews. These methods are time and cost intensive, and also involve a lot of manpower. Traditional approaches come with yet another key limitation — that of geography.
The rise of the smartphone and Internet availability has changed market research in many ways. The omnipresence of smart devices means potential respondents are always connected, irrespective of where they are in the world. Social media also makes it easy for market researchers to engage with respondents better and gather data in quick time. Online communities, wherein respondents interact and answer queries, surveys through email or even messenger apps such as WhatsApp, have all changed market research. Online surveys let firms create huge databases of information and overcome barriers of geography and time. Another offshoot of technology in market research is the rise of ‘in-the-moment’ feedback or surveys, where real-time responses and data are of the essence. Thanks to the tracking of GPS location data, market researchers can collect data by automating surveys for customers who have entered or exited/just engaged with a brand.
AI and ML changing market research
The biggest game-changers in market research will be the use of automation by way of AI and ML. Products based on Natural Language Processing can help in reporting surveys, while platforms powered by AI can create research reports using machine learning. One instance of machine learning in the market research sector is the use of text analytics in survey analysis. Market researchers often have to use open-ended queries when they can’t necessarily get answers via tick boxes. However, the results are overwhelming, because chunks of text come into the picture. Analyzing this can be time-consuming and not always efficient. Text analytics helps segment these responses and help researchers analyse by identifying intent/sentiment, topic, and other such trends. Text analytics also help in sifting irrelevant text and show researchers the answers/mentions they are looking for. This enhances online qual market research where you need to get an understanding of feelings, thoughts or behavioral patterns of respondents or prospects.
The rise of DIY tools
An offshoot of automation is the use of ‘do-it-yourself’ tools for market research. DIY is faster and easy. There are ready-to-use templates and automated reporting, thereby saving costs and time for clients. Researchers can choose tools that are ideal for their specific projects, and select their samples and kind of reporting from one source. This method will save time and make it easy to share results and analyse with the help of dashboards.
The rise of automation and DIY in market research will mean certain roles will change. Programming surveys, finding respondents for surveys or analyzing open-ended answers are already being automated. But this shouldn’t be seen in a negative light, as it makes space for qualitative, insight-rich researchers who have greater soft skills. Letting the machines take over whatever is labor-intense means creating more mind space for big and visionary thinking that machines can’t do. Brands can leverage DIY survey tools in combination with a range of social media channels and build loyalty, tell their story and engage with consumers.
With so many advantages including accuracy, compliance, quick execution of tasks and savings in costs, there’s every reason to believe that automation is the way forward. Automation can lead to synergies between man and machine, and make research less tedious and more insightful. However, it is also important that various solutions and processes pertaining to automation can’t function as niche or siloed solutions — what market research automation needs is an integrated end-to-end platform approach where the entire gamut of insights are available under one umbrella. As automation will gain in momentum, market research will pave the way for greater meaning and relevance in a brand’s decisions.
What does automation in market research mean in the Indian context? The country is poised to become the third largest consumer market, come 2025, as per a report by Boston Consulting Group. The report also says that consumption expenditure will triple to touch $ 4 trillion by 2025. This means brands that want to benefit from this growth would need to gain comprehensive and real-time insights into the mind of customers or prospects, their needs, pain points, and aspirations. This jettisons market research firms into the picture. The market research firms that have adapted to the latest technological advancements, primarily automation, AI and ML, will emerge winners. It is, after all, a survival of the smartest.
About Author:
Jasal Shah – CEO, Managing Director and Spokesperson of Markelytics and Velocity MR
An MBA graduate from the Institute for Technology and Management and has worked with leading agencies like IDC (International Data Corporation) and IMRB International (Part of the Kantar Group, WPP’s information, insight and consultancy division). He specializes in technology related market research. He was recently felicitated with the Leadership Award by World Marketing Congress endorsed by CMO Asia for his contribution to Market Research Industry. On the personal front, he lives with his wife and sons in Bangalore. Mr. Shah has also served as the council member of most prestigious global market research association – ESOMAR.
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Finance
Budgeting the unknown, forecasting the uncertain
Published
6 days agoon
March 25, 2023By
admin
Tarka Duhalde, Vice President, Financial Controller, IRIS Software Group
Volatility and uncertainty are still looming large. In late March the Bank of England raised interest rates from 4% to 4.25%. While many think interest rates will peak at 4.5% in Summer 2023, no one knows for sure. Likewise, no one knows what the price of fuel or the price of energy will be in six months, despite the UK not falling into a recession, as announced by the Chancellor in his Spring Budget.
Nevertheless, the high level of uncertainty will not disappear overnight, making the tasks of budgeting and forecasting even more difficult than they normally are, as there are simply so many unknown quantities at play. However, senior business leadership are continuously looking to their finance team for clarity – often asking them to generate accurate forecasts at a faster pace. In many ways, this request makes sense. After all, in a climate of uncertainty, who doesn’t want visibility?
However, generating multiple forecasts can put a lot of pressure on already-overworked finance teams. What’s more, when it comes to budgeting and forecasting, speed and accuracy can be at odds with each other. Too often, finance teams feel they have to choose between turning around an accurate forecast at a slower pace or a less accurate forecast at a quicker pace. Obviously, neither option is ideal.
That said, hope is not lost. If the right tools are in place, it is possible to turn around accurate forecasts at a rapid pace.
Eliminate guesswork and assumptions
Businesses and finance teams should want their forecasts to be as close to reality as possible. Yes, forecasts are about predicting the future, but they’re not magic, they’re science.

Tarka Duhalde
There are many ways to generate an accurate forecast, but the first step should always include cutting out wishful thinking, guesswork, and assumptions. If this isn’t done, businesses run the risk of inaccuracies. The ‘single truth’ is the goal and a wildly conservative forecast is just as incorrect as a wildly optimistic forecast.
Instead of relying on wishful thinking, guesswork, and assumptions, finance teams and businesses should base their forecasting on robust quantitative and qualitative techniques, including strong research, reliable data, and facts. As well as assessing the accuracy of previous budgets and forecasts, looking at the business’ historical data, checking the latest industry analysis, and seeing how the competition is doing. All of this will help get forecasts as close to reality as possible.
Embrace artificial intelligence
In addition, businesses should consider investing in automation, artificial intelligence (AI) and machine learning as the right tools will be less error-prone than humans. On top of this, they can help with eliminating conscious and unconscious bias and will spot data patterns finance teams cannot. They can also vastly reduce cycle times – freeing up team members’ time to focus on adding strategic value.
It is crucial to remember, the aim is not to replace employees with AI tools, rather the ultimate goal is for AI to work with people – helping to optimise the budgeting and forecasting process.
What’s more, the tools are only going to get more sophisticated as time goes on. Businesses and finance teams should seriously consider getting ahead of the curve and adopt these technologies sooner rather than later.
Adopt rolling forecasts
Instead of finance teams just generating a yearly static budget, they should also look to adopt rolling forecasts – ideally revisiting and reforecasting on a quarterly or even monthly basis. This will maximise visibility, giving leaders the crucial insight into how the business is performing in real time or near-real time, allowing more informed business decisions to be made. Especially in more uncertain times, it’s important to stay agile and rolling forecasts can facilitate this.
Whilst static budgets have their place, they cannot adapt to change. For example, if shortly after generating a budget, the business loses a major client or the wider economy takes a turn for the worse, the budget will already be out of date. However, rolling forecasts can adapt to change. In this way, they are more accurate and, by extension, more useful than static budgets.
Once a business is up and running, rolling forecasts can be highly efficient. What’s more, if AI and automation have already been embraced, there won’t be a need to sacrifice accuracy for speed.
If businesses and finance teams want to generate accurate budgets and forecasts during these uncertain times, they will need the right tools, the right strategy, and the right mindset. For maximum visibility, casting aside assumptions, embracing automation, and adopting rolling forecasts are three great places to start.
Top 10
5 Often-Overlooked Investment Options To Consider Exploring In 2023
Published
2 weeks agoon
March 17, 2023By
admin
When choosing what to invest in, many people will initially focus on the stock market which is considered a more mainstream investment. However, investments are more than stocks, and there is a wide range of alternative investments you can add to your portfolio to not only add growth to your long-term returns but also to spread the risk. If you’re looking to diversify your investments or if you simply want to get started with something different, this guide will cover the overlooked investment options that you should consider in 2023. From investing in EIS schemes and commercial property to commodities and collectables, there is plenty to discover.
EIS Schemes
One of the first on our list of overlooked investments is EIS investment opportunities, one of many flagship policies developed by the UK government to support early-stage companies. With an EIS investment, you would be helping to support businesses in exchange for various tax reliefs. Depending on your circumstances, this could include 30% income tax relief, tax-free gains, CGT deferral, loss relief, or inheritance tax relief. To understand more about investing in EIS schemes and their benefits, head over to Oxford Capital, to learn more.
Property Bonds
When property developers are looking to finance new commercial or residential projects, they typically do so with property bonds. These bonds are used to raise capital for the projects from investors and typically last for a fixed term, between two and five years. This form of investment is attractive due to the higher interest rates, ranging from 4% to 15%, offered in comparison to traditional government bonds, which generally perform at under 4%.
While there is a risk that the project could be abandoned due to external factors such as a rise in material costs, disruptions to supply, and a lack of finances, if the project goes to plan, you will see a return of your original investment as well as any interest accumulated. However, you can also opt to receive the interest payments monthly, quarterly, or annually throughout the course of the project, in which case, at the end of the project, your original investment will be returned with any leftover interest that has not yet been paid.
Commodities
The term commodity encompasses a variety of physical investments you can make. Unlike traditional investments such as stocks, bonds, or funds, these investments have both a use-value and an exchange value. This is because when you invest in commodities, you gain ownership over a small amount of the resource you are investing in. As there is always a need for physical goods, these commodities are an excellent way to diversify your investment portfolio and hedge against inflation, market changes, and the depreciating value of different currencies.
Some of the most common commodities you can invest in include:
- Gold.
- Agricultural products.
- Crude oil.
- Precious metals.
- Timber.
- Diamonds and other precious stones.
- Spices, sugar, and salt.
Commercial Property
When looking into properties to invest in, many people choose residential options as they can renovate and sell or rent these homes. However, as the property market can be particularly volatile, a great option when you want to invest in properties is to look to commercial options instead. When it comes to commercial property, there are many ways you can invest, and these include:
- Direct investment:This means buying a share or all of a property, which can then be rented out to businesses.
- Direct commercial property funds:Often referred to as bricks-and-mortar funds, this is the most popular way to invest in commercial property. With this fund, you invest into a scheme that invests directly into an existing portfolio of commercial properties, which pays out the interest of your investment monthly, quarterly, or annually.
- Indirect property funds:Similar to the direct commercial property fund, with this fund, you would invest in a collective investment scheme that invests in the shares of property companies in the stock market.
Peer-To-Peer Lending
Peer-to-peer lending is a risky venture where you would invest directly into start-up enterprises in order to help them get off the ground. It’s an excellent way to help small business owners get going with their dreams while also creating a lucrative investment. When you choose peer-to-peer lending, you loan the start-up a specific amount with the promise to pay back with interest. You can determine a timeline for this, or you can also choose to have the interest paid back monthly, quarterly, or annually.
However, as already mentioned, peer-to-peer lending is a risky venture, as the company you invest in could fail, and in that case, they would default on your loan. With this in mind, before you choose peer-to-peer lending, you should always thoroughly research the start-up’s fundamentals first, as this will give you a better insight into the viability of the business.
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