Manual processes for complex analyses
As vice president of Analytics at Leger, Bich Tran regularly performs very complex, technical analyses for her clients, including choice-based conjoint analysis, driver analysis, and text analysis. But coding complex analyses in R took up a lot of her team’s time and resources.
“We would receive a request, and we would run the analysis in R,” she explains. “We needed to do everything from scratch. We could use some scripts, but every project is unique, so there was still a lot of manipulation that we would have to do. And if we wanted to update a project later, we would have to go back in and edit the whole script.”
As an advanced researcher with years of experience, Bich was in charge of running complex analyses like conjoint. But having to design the entire analysis manually made the process frustrating.
“It was kind of a daunting task. Whenever a conjoint project came in, we had to prepare for it,” she says. “We had to design the whole experiment, and the program we used wasn't user-friendly. But most importantly, the services we could deliver to our clients were limited.”
Bich knew she needed a tool that could automate the manual parts of the analysis and help her perform advanced analysis for her clients—so that she could spend more time focusing on diving deep into the data to pull out more insights for them.
We needed to do everything from scratch...If we wanted to update a project later, we would have to go back in and edit the whole script.