Typical research costs a bomb. That limits your ability to research smaller decisions that doesn’t come with research budget.
You can survey even 100 people only. Don’t underestimate the impact of your so-called smaller decisions.
Consumer behaviour is changing rapidly. The more time you wait, the more outdated the data is.
Vase.ai ensures that you get the most accurate data by allowing you to access it as fast as we collect it. The turnaround time determines your execution speed.
Many assumptions are made when crafting a long survey. The more assumptions made, the more error it can have.
Ask any questions that you have now. If you have more when the data is back, ask again.
In traditional research, you won't really have the tools, budget nor time to validate your extra 3-4 questions.
In traditional research, whenever you have additional questions to the data you just received, there's nothing much you can do to get it answered.
At Vase, we encourage you to perform Iterative Research where you continuously validate your assumptions, leaving no stone unturned.
Imagine Company A having a piece of data that shows them that their target audience prefers packaging design A over design B only to launch the winning design and face negative scrutiny. Given the trust in the reliability of the data, no action was taken thinking that it’s only the opinion of a minor group until it’s too late.
Accurate data prevents this from happening. But how can we increase the accuracy of data? With iterative research, we can quickly learn and adapt, removing all assumptions. Imagine having the ability to break your 30 questions long survey down into pieces of 5 questions, deriving insights and diving deeper into a particular topic after each survey.
“In ordinary times, consumers tend to stick stubbornly to their habits, resulting in very slow adoption (if any) of beneficial innovations that require behaviour change. Now, the pandemic crisis has caused consumers everywhere to change their behaviours - rapidly and in large numbers.” - McKinsey. The changes involve purchasing behaviour, media consumption behaviour, shopping habits, priorities and what they look for in a brand.
In order to keep up with the rapid changes in consumer behaviour, speed to data is key to staying relevant and on top of the market trend. However, this should always come second after accuracy ; no data is better than inaccurate data.
Data is just rows and columns, without the human lens. Not being able to make sense of the data collected is as good as not collecting any data. Experienced researchers have a keen eye to spot the little nuggets of information in a mountain of data. Besides that, experienced researchers know the right questions to ask in order to collect the data you need to make informed decisions.
With that said, it’s important that the research team is local so that they understand the psychographics of the local population in order to design the right questions to collect the right data.
Asking a person about their social media behaviour when they don’t even have a social media account gets us inaccurate data. And as stated in point 1, inaccurate data is worse than having no data.
To prevent this from happening, it’s important that we know who we’re sending the survey to. Having a proprietary panel means that the company has the identity of their respondents verified, along with other information such as occupation, general interests, marital status and more.
An A/B test shouldn’t cost as much as a brand audit. 1 question survey? 25 questions survey? Small decisions can finally be back with data ensuring that there will no longer be assumptions.
However, an A/B test shouldn’t cost as much as a brand audit. With a flexible cost structure, even smaller decisions can be validated with data.