Finding a faster way to manipulate data for multiple markets
As a market researcher with decades of experience, Ron Gailey knows his way around data. His company, MDI (Mobile Digital Insights) conducts several tracking studies across different LATAM markets, which need to be updated with new data each month.
But Ron was frustrated with the tools at his disposal: SPSS, Excel, and PowerPoint.
He had to copy and paste data several times to move it from SPSS, to Excel, to PowerPoint. Each additional touchpoint added the possibility for human error.
“When you work with SPSS, you’re manipulating the data over and over again,” he says. “One of the biggest dangers when you’re doing an analysis is adding an error when you manipulate the data.”
On top of that, the process in place was manual and slow. Updating the LATAM tracking studies each month required weeks of attention from a senior analyst, and building each PowerPoint presentation took hours.
We could get the work done, but with SPSS, everything takes a very long time.