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.
Custom Products and Automated Templates
All that the PureSpectrum development team needed to get started was a deeper understanding of their needs, and the look and feel of their desired end product. M/A/R/C Research methodologies were made easier through customized products, automating their set up processes to get their surveys fielding faster. With the inflow of sample from the PureSpectrum Marketplace, they field studies and download presentation-ready reports within 24 hours .
A True Partnership
Now able to turn around high-volume projects with quality they can trust at a fraction of the costs and time, M/A/R/C Research considers PureSpectrum a true partner.
“There was a lot of back and forth, a lot of collaboration, a lot of filling in the gaps where we didn’t have the skills,” Wahl said. “And that’s really why it works. The partnership is one of the better ones we’ve had at this level.”
In our industry, you should be able to partner with businesses to create solutions and stand confidently behind your research.
“Everyone says they’re a partner in this business, everyone wants to be a partner in this business, but PureSpectrum is one of the one true partners that we have,” Butler said.