Insight: Automated Market Research 101: Why it’s the next big thing in marketing optimization

MANILA, PHILIPPINES — The past two years posed a drastic movement in all aspects of society, causing a ripple effect to markets across the globe.

With changing consumer demand, businesses found ways to swiftly adjust and continue serving their respective markets efficiently and strategically – by sustaining an understanding of consumer sentiments and behaviors through self-serve research platforms.

The usage of online market research platforms continues to rise, as it allows marketers to get consumer feedback quickly and cost-effectively. In the Philippines, Kantar Marketplace had a 358% revenue growth in 2021 versus the previous year, with 20 new brands from different categories using the platform.


Market research platforms have grown in sophistication in recent years, and automation means no longer having to settle for second best. Thanks to automation, speed and low cost no longer have to undermine quality. And when the benefit of market research agility is considered, concerns about automation are easily addressed.

With this new trend in market research, more businesses are now considering the use of automated survey tools. Here, Kantar answers the five most common questions from potential users of automated market research.

Don’t I need to be a research expert to use research tools?

Automated market research platforms like Kantar Marketplace now offer an array of templated tools with proven expertise already built into the research design. Concept tests, ad pre-tests, post-tests, and more can now be created and launched in a matter of minutes using intuitive and user-friendly interfaces.

Isn’t there going to be a steep learning curve to new technology?

The advent of task-specific, automated tools has made the process far simpler and easier. To launch an automated study, the user interface guides you through the process, asking only those questions necessary to configure for your specific use case. Now you can get the quality consumer feedback you need quickly and efficiently.

Doesn’t market research automation mean a lack of customization?

Automated market research no longer demands complete standardization of processes to gain the benefits of efficiency and speed.

With the shift to more specialized tools, any automated tool worth using is now easily configurable to your brand and category. Similarly, you can now specify exactly what types of consumers you want to talk to, wherever they are in the world.

Doesn’t self-serve market research mean I am on my own?

Today, digital analytics summarizes research findings succinctly and presents them in an intuitive and easily comprehensible format. If you want to get more detail, you can.

Will the results of my market research be secure?

Automated market research platforms must comply with all the latest security protocols and implement constant testing to protect client data.

Today’s automated market research platforms must offer secure sign-on, customizable access rights, and client-specific portals and dashboards if they are to meet the needs of the business.

Automated market research has come a long way.

Anyone can now take advantage of the agility that automated market research platforms offer, and have the confidence that quality and utility won’t be compromised.

As interest in this research approach grows among business owners, increasingly more want to understand the use of online research platforms better. Wanting to give a more comprehensive walkthrough for potential users of automated market research, Kantar Philippines is hosting a virtual media and consumer event for brands, media, and creative agencies, with the agenda of presenting a platform demo and answering more experience-specific questions about the product.

The event, titled “Welcome to the Era of Agile Market Research”, aims to educate potential users on how to access the power of Kantar in just a few clicks using Kantar Marketplace Self-Serve Solutions.

The virtual event is set to happen on March 23, 2022 at 3:00 PM – 4:00 PM. Register now at bit.ly/3sXfpo8

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