Sponsor Impact report point towards a trend of online surveys becoming shorter and simpler. Future-proofing The pressures of Covid-19 have already accelerated the process towards industry automation, as the ability to access audience insight at scale and make recommendations quickly for clients becomes more necessary in times of change. Dunbar talks about the paradox of brands seeking to become more personal while still understanding audiences at a bigger scale a task made more challenging with third-party cookies being phased out, making it harder to identify individuals. Market research is, at times, becoming more about personal research. Those two things are juxtaposed operating at a bigger scale and trying to get personal, says Dunbar. Because of this, he argues, there is a need for the industry to work together. I believe the more the industry comes together to partner on all of these kind of things, we will solve our end customers problems faster than if we try to do things in isolation. Cayton says: The lifespan of data is getting shorter. Clients are in tough spots because of the pandemic and theyre really trying to understand how peoples buying behaviour has changed for good and if its changed, is to automate. He predicts an increase in both self-serve and partnership models for the buying of sample. what we think will win out, which is do it together working with the clients and designing something bespoke for them. Challenging toxic assumptions about how to automate market research data collection resources on value-added initiatives. The market research industry Scalability and feasibility goals are continues to face persistent demands companies seek agile audience insights for decision-making. can be a bottleneck for research realised quickly with Cint, which has projects. the worlds largest integrated network To achieve scale, feasibility and of research panels and communities, representiveness as well as amounting to 144 million consumers companies meet these demands by optimise costs companies must across 130 countries. Cints approach, replacing manual, time-consuming often use a broad network of sample legacy processes with API-enabled providers. However, integrating to play solutions, reduces development platforms. However, it is important to multiple partners, each with unique obligations and accelerates avoid common toxic assumptions value propositions, models, and time-to-value. when considering how to implement non-standardised APIs, can quickly Process automation can help Data collection is a complex and lead to escalating development specialist area of technology and future innovation and remain agile to challenges. Companies can burn expertise. These complexities will respond quickly to emerging valuable resources designing, increase over time, not decrease, as opportunities. Companies must be building and maintaining complex the pace of change continues to careful how they create their back-end software, leaving technical accelerate. It is essential to take a systems, integrations and processes, debt that is kryptonite to future smart approach to automating this and be selective about what software enhancements and innovation. critical stage of the market research to build and when to partner. Cint was founded to address these process to be fast to market, and challenges and facilitate digital agile at a time when innovation research process in three stages, it transformation in the market cycles are faster than ever. The becomes clear where the challenge research industry. Our vision of question is not what software could providing a single platform to you build, but what software should programming, and the third stage, connect and harmonise all sample you build? analysis and reporting, have made sources has helped companies If we think about the market such as Kantar, Zappi and automation, with many solutions available to make these steps faster SurveyMonkey scale faster and Greg Dunbar is executive vice-president of enterprise solutions at Cint 28 Impact ISSUE 34 2021_pp21-29_Report.indd 28 18/06/2021 16:52