Market research is all about knowing what to look for, and how to look for it. Finding the right market research solution is no different. Having a comprehensive market research insights platform can be the difference between making good decisions with accurate data, and making poor decisions with skewed or stale data. But which is the best tool for market research? And are there any platforms that combine all the useful market research tools into a single solution?
The best market research platforms embody three key qualities:
- High-quality, legitimate consumers who are willing to share their opinions
- Robust and easy to use
- Clear and concise results for easy consumption across all stakeholders
How Do You Target Market Research? Reliable, Verifiable Data
Having trustworthy data sources is arguably the most important piece of targeted research, no matter what tools you’re using. After all, it does no good to have a great plan and excellent research topics if the results of your research are unreliable. And since many market research tools and techniques rely on getting information from anonymous people, the potential for skewed data is quite high.
Two methods of market research—surveys and social media monitoring—are examples of how much businesses rely on direct input from consumers. But, if that data cannot be trusted, neither can decisions resulting from it—and the data is becoming harder to verify. Survey fraud, for example, shot to an all-time high during the COVID-19 pandemic, but many companies rely on surveys as a primary market research tactic.
How do you ensure data quality in a survey? Enter PureScore™: PureSpectrum’s machine learning algorithm that assesses survey participants’ behavior. Thanks to PureScore™, you can monitor survey takers’ behaviors and flag any potential fraudsters. The algorithm ensures the survey responses come from reliable, authentic representatives of your target market. PureScore™ is incorporated into all of PureSpectrum’s platforms, meaning that when you work with PureSpectrum, you get high-quality results—every time.
PureSpectrum: Compatible With Market Research Software Tools
Additionally, a good market research platform needs to fit with whatever other tools you are using. A platform’s compatibility is especially important when conducting surveys, as there are many survey tools available. The PureSpectrum Marketplace platform is “survey tool agnostic,” meaning that no matter what you use to conduct your surveys, you can easily source high-quality respondents across the globe.
What Is Market Research at Its Finest? PureSpectrum
The PureSpectrum Insights Platform supports a wide range of research use-cases, including:
- Brand Tracking | Develop feedback loops and study your Brand Health over time
- Concept Testing | Validate your innovative ideas before they hit the market and identify which concept(s) will be successful
- Consumer Sentiment | Quickly collect global survey data from your target audience in mere minutes
PureSpectrum: Going Beyond Market Research Tools
PureSpectrum has everything you need to stay on top of market trends. With trustworthy data and a variety of analytics tools at your fingertips, you will produce the data you need to make sound business decisions—and the presentation materials you need to get stakeholder buy-in. Plus, with the help of our PureScore™ algorithm, your consumer data will be consistent, reliable, and accurate. Make decisions with confidence, knowing your marketing research is dependable.