{"id":4876,"date":"2011-09-26T09:02:01","date_gmt":"2011-09-26T09:02:01","guid":{"rendered":"http:\/\/www.questionpro.com\/?p=4876"},"modified":"2011-09-26T09:02:01","modified_gmt":"2011-09-26T09:02:01","slug":"big-brands-take-on-real-time-data-collection-to-make-decisions","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/big-brands-take-on-real-time-data-collection-to-make-decisions\/","title":{"rendered":"Big Brands Take On Real Time Data Collection to Make Decisions"},"content":{"rendered":"

<\/p>\n

I found this interesting press release in my Twitter feed today:\u00a0Levi’s and P&G Champion New Strategies<\/a>.<\/p>\n

It seems that the big brands are taking interactive market research to heart and creating real-time data sets using online data collection<\/a> to make better and smarter brand marketing decisions.<\/p>\n

P&G “has created a meeting room housing two 30 feet wide screens showing all this data, which is also made available remotely, in real-time. “The key business benefit is the speed of decision making,” Guy Peri, head of P&G’s business analytics unit, said.”<\/em><\/p>\n

They also cite examples from Eli Lilly and FedEx where each company has found unique ways to interact and connect with customers in real time.<\/p>\n

These aren’t really surveys or polls, instead, they are engagement activities that can now be measured WHILE the service is happening.<\/p>\n

Will Market Research Become Embedded or Transparent?<\/strong><\/p>\n

I’ve heard it said that when technology is fully embraced by a population, it becomes transparent. \u00a0For example, notice how computer chips have become embedded into so many devices in our daily lives. \u00a0So far, the only thing that doesn’t have a computer chip in it is my coffee cup. \u00a0OK, I’m exaggerating a bit, but just take a moment to notice how transparent technology has become in our lives.<\/p>\n

Given this line of thought, it stands to reason that decisions that required advanced data collection<\/a> methods in the past, may now require a completely different way of engaging customers and gathering information about their preferences.<\/p>\n

If and when market research becomes transparent — as it’s becoming today, you can count on more complexity in the process. \u00a0Just because social media gives us immediate feedback – doesn’t make it statistically significant enough to make multi-million dollar branding decisions.<\/p>\n","protected":false},"excerpt":{"rendered":"

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