What is a SaaS market research platform?
Hiring a market study from an agency was the only way to do research until a few years ago. Based on the briefing, the market research company designed a methodology, did the field work, analysed the data and came back a few weeks later with its conclusions and recommendations.
Now technological advances have gambling data malaysia phone number allowed the development of new ways of doing studies that present multiple advantages over traditional market research: SaaS market research platforms .
A SaaS (Software as a Service) is an application that you subscribe to and use as much as you want during the subscription period. Today, marketing teams already work with subscription-based software packages such as CRMs, marketing automation platforms, email sending platforms, or graphic design platforms. Companies such as Salesforce, Hubspot, Mailchimp, and Adobe, among many others, have expanded through SaaS models and many marketing teams use them regularly in their day-to-day work.
A SaaS market research platform is a solution that allows companies to create their own market studies directly and without intermediaries. All you have to do is log on to the platform, select the sample you want for the study, create a questionnaire with the questions you want and launch it into the field. A few hours later, the platform has the answers that will allow you to make decisions.
Advantages of using a market research SaaS
Many B2C companies have already adopted a SaaS market research platform to support their decision-making. Having a ready-to-use market research software brings you multiple advantages:
Speed. Research through an agency involves many steps that are not necessary when the company can create the study itself. Tasks such as creating a briefing, evaluating the budget, negotiating, supervising the questionnaire... all of this is no longer necessary. You can enter the field very quickly and the data is available within hours. This allows you to speed up decision-making to get ahead of the competition.
Efficiency. Eliminating unnecessary steps leads to a reduction in the cost of market research. Thanks to a market research SaaS, large companies can do many more studies with the same budget of insights and support more brands and products with reliable data. Meanwhile, smaller companies can access research that was previously the privilege of the largest companies in their sector.
Agility. Hiring a study in the traditional way involves time and a budget, so when you are going to do one, it is important to make sure that it covers all the objectives. This results in long and infrequent market studies. A market research SaaS allows for much greater agility. It is not necessary to wait to have all the questions to enter the field since you can progress in “sprints” in an iterative way. It is possible, for example, to do a quick screening of concepts to be able to focus the innovation process today, and leave for next week specific aspects of the marketing mix that can be tested when they have been better defined.
Democratization within organizations. Another great advantage of market research SaaS is that they make market research more accessible across the organization. Some insights experts provide access for marketing teams to create their own questionnaire drafts. This allows roles such as Brand Managers or Product Managers to be involved in the research and to increase its use in defining the marketing strategy.
All studies in one place. SaaS market research platforms also act as portals where all the studies that have been created over time can be consulted or used to create new waves in the future.
