How much automation is good enough?

Room 2 | 9:00 am - 9:30 am | Tuesday, March 28, 2023

In today’s digital age, technology has become an integral part of our lives and it has also transformed the way we conduct market research. From online surveys to social media analytics, there are a plethora of tools and techniques available that can help us gather valuable insights into B2B markets.

The last decade saw organizations doubling-down on MR tools with emergent technologies including — APIs, automation, natural language processing and advanced analytics. The explosion of AI based research solutions has brought convenience, time savings and affordability for the industry and has transformed expectations of clients and their way of consuming research.

However, it’s not just about using technology for the sake of it. We need to ensure that we are leveraging it in the right way to achieve our objectives. We must not forget that the human touch is just as important. Behind every data point, there are people and we need to understand their motivations, behaviors and preferences.

For highly engaging and complex B2B research projects, it’s important to strike a balance between these two areas, technology and the human touch, as there is a significant difference in the way B2B audiences are dealt. While technology can help in automating processes, it is important to monitor its application in context of different audience personas. B2B audiences demand personalized interactions for knowledge sharing to generate insights which are accurate, relevant and actionable.

Jasper Colin will present its approach on how automating manual back-end processes but ensuring human intervention in front end helps creating a health engaged B2B community to support complex client’s need. Ultimately, finding the right balance between technology and the human touch is about using the right tool for the right job.

Key takeaways:

1. Best practices for analyzing and interpreting B2B market research data.
2. What measures should be in place to ensure ongoing knowledge asset creation to encourage participation from B2B audiences.
3. Exploring data quality measures in B2B research context.
4. Utilizing technology and innovation to enhance B2B market research.