Convoluted and unwieldy workflow involving manual labor with 3 different tools to run analyses
As the Principal of Choice Based Market Insights, Miklos Kremser knows how vital quality research with fast turn arounds are. However, he’s no stranger to the time-consuming manual analysis process that has often thrown up obstacles to achieving these tight turn-around times. He used to chalk up having to manually run last-minute analysis repeatedly by different segments before a client presentation or meeting as just “how market research is”.
"I remember being in a cab on the LA 405 Freeway heading to client presentation with Universal Studios. My partner is on the laptop next to me, and I'm on the phone with a colleague back at our office – rerunning the analysis. Thank god for typical LA traffic!"
Having to use 3 different tools to complete a project also seemed standard for market research. As Miklos explains, the typical workflow consisted of running the analysis in SPSS, exporting it to Excel, using Excel to create charts, and then copying those charts to PowerPoint. Talk about convoluted!