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Online Insight Communities have become the fastest growing tool in marketing research and insights, says Jon Salter, Africa MD for Vision Critical. Insight Communities are groups of online customers, connected by any internet-based device to enable a company to get to the heart of how their customers think, and why they do the things they do.

“Unlike most industries that have leveraged the ‘digital revolution’, marketing insights and research is one of the few industries that has continued to increase costs year on year yet deliver the same or less value to the client,” says Salters says.

Whereas the research industry typically uses technology to try and be more efficient operationally in the back- end, research houses recognise that a technology solution needs to form part of the offer and solution that needs to be put in front of the client.      

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