At PureSpectrum, we look to build relationships beyond the traditional business setting. We are committed to delivering quality, whether that means the quality of data, quality of service, or quality of life. In our Outside the Boardroom series, you will get to see firsthand the human side of market research.

Building Business Outside the Boardroom

Sometimes, the best business relationships are developed outside the boardroom at networking mixers, dinner or even at a conference. That’s where PureSpectrum’s CEO and founder Michael McCrary connected with Alice Butler, Senior Vice President at M/A/R/C Research, to shape the future of market research. Together, PureSpectrum and M/A/R/C Research developed a product that harnessed automated technology and addressed the needs of the ever-evolving industry.

Modern Market Research Challenges

M/A/R/C Research needed to find a solution that was going to solve their growing research challenges: a custom product that addressed their exact pain points, increasing speed to insights and maintaining data quality consistency among their repeated fielding.

Meeting Unique Client Needs

M/A/R/C wanted their proven, custom methodologies offered at the speed their clients needed to make decisions. However, vendors didn’t have the full capabilities to execute on the custom products they needed, but rather worked to fit them into templatized product solutions.

“People had something they already built and wanted us to fit it with what we are trying to do, which doesn’t really work,” M/A/R/C Research President Randy Wahl said. “They weren’t actually looking to do development. They were looking to sell a development they already had.”

Speed to Insights

Researchers need their data faster to satisfy the demands of their clients, all without increasing costs or compromising on quality. As the industry has changed over time, M/A/R/C Research was finding it necessary to increase speeds to insights to stay competitive. For example, MARC saw a requirement for precise brand perception tracking with a faster turnover time. By the time the stimulus was programmed, study fielded and insights returned to the customer, the moment for action had passed.

“One of the biggest changes recently has been the speed and turnaround that the industry needs to meet. What people are looking for now is just an answer, they don’t even necessarily want to know how you got there,” Wahl said. “The speed in which clients need results has increased.”

The Storefront Solution

Today, M/A/R/C Research uses PureSpectrum Storefront to offer clients multiple methodologies that source high-quality sample from the PureSpectrum Marketplace. Accelerated sort, choice, and brand health products allow their clients to build optimized concepts and turn around business insights quickly. 

“We knew where we wanted to be, and where we wanted to get to. When we started talking about what we could build together, it all came together,” Butler said. 

The teams remain heavily involved with each other, continuing to add and improve on products and working together to innovate and develop evolving technology. 

About PureSpectrum 

PureSpectrum offers a complete end-to-end market research and insights platform, helping insights professionals make decisions more efficiently, and faster than ever before. Awarded MR Supplier of the Year at the 2021 Marketing Research and Insight Excellence Awards, PureSpectrum is recognized for industry-leading data quality. PureSpectrum developed the respondent-level scoring system,  PureScore™, and believes their continued success stems from their talent density and dedication to simplicity and quality.

In the few years since its inception, PureSpectrum has been named one of the Fastest Growing Companies in North America on Deloitte’s Fast 500 since 2020, and ranked for three years in a row on the GRIT Top 50 Most Innovative List and the Inc. 5000 lists.