Enter the automation era!

It’s not new, Market Research is doing badly.

A few years back, to improve profitability, most major MR institutes have been sub-contracting Survey Programming and Data Processing to Eastern Europe or Asia. This has not been enough. The next step to increase productivity is automation. The successful launch of Zappi Store has made every one acutely aware of this.

Zappi Store uses Millward Brown or Brainjuicer’s methodology to run very formatted studies, entirely automated at unbeatable costs. They have a survey with a few customisable parameters – say the name of the brand, the logo and a list of competitors. With that, they purchase the sample and produce a PowerPoint presentation with all the key (automated) findings.  Who needs researchers and analysts anymore? Actually you only need them once – to design the methodology.

At Askia, we have always known that automation was key to improving performance. At our last user conference, we presented what clients did to automate our system… and our system was always very easy to integrate in a larger enterprise ecosystem because not all of our clients use our full range. Some just collect data, some just analyse data with Askia. So we always conceived our software like bricks in a very heterogeneous Market Research wall.

The cement to these bricks is import and export to open standards but also to produce and document APIs: Application Programming Interface – that is entry points for your own geeks to play with our toys. And if you do not have your own geeks, don’t despair: some independent geeks have decided to integrate our APIs so you can automate Askia tasks.

With the new version of AskiaField (its very sexy name is 5.4.2), we have pushed automation to a new level. You can entirely control AskiaField from a custom made application – standalone app or even a web application. Eventually this means that the AskiaField Supervisor will be a web page. But in the meantime, you can write a piece of software that creates a survey script in XML, uploads it to AskiaField, makes it live as a web survey, creates a list from your customers database, email them, cleans the data by removing speeders with AskiaTools, analyses the data and produces a report that you can email every morning to your stakeholders or provides them with a dashboard.
Automation is the future – you are going to need a few more geeks… oh and some air freshener!

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About Jérôme Sopoçko

Founder at Askia.

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