Finding the right tool to complete their client offering
When Michael Alborough first set up MAC Research four years ago, he noticed that the industry was shifting: his clients’ expectations were increasing and their deadlines were shrinking. They wanted more insight for less money, in a shorter amount of time.
“These insights are crucial for their businesses,” Michael explains. “But most of these companies don't have the time to physically do the research they need.”
Most importantly, his clients wanted more control over their data: they wanted interactive visualizations that they could manipulate themselves, without having to ask their market research agency for help.
“I needed a way to offer these companies fast, high-quality research, with user-friendly interfaces that allowed them to dive in and explore their own insights—at an affordable price.”
But Michael had trouble finding the software that could help him deliver everything his clients needed.
“The survey tools we looked at were not up to doing the full analytics at the speed that we needed,” he says.