During the economic downturn, brands are increasingly turning to do-it-yourself survey software in order to gain insight into prospective target audiences quickly and cost-effectively, according to global provider of smart consumer research tools, Cint.
Previously, undertaking market insight to gain a deeper understanding of prospective customers’ habits and interests involved outsourcing, which could prove to be a timely and costly exercise. In the current climate, due to increasing pressure from limited budgets, professionals from the marketing, PR and market research sectors need to ensure maximum efficiency and accuracy in order to gain the best results, quickly and effectively. Many are therefore turning to DIY market research to ensure control, freedom, value for money and most importantly, transparency into which individuals are being surveyed. This model allows users to undertake their own panel management; that is, selecting the individuals that perfectly fit their specific profiling requirements, whether this is straightforward demographics of age, geographical location and income, to more specific personal interests such as holiday habits, media consumption and usage of electronic products.
Not only does DIY research offer a cost-effective, transparent solution, but it also allows brand managers and marketers to turn around their results quickly, which is more important than ever during an economic downturn, where there is increased pressure to produce results in short time frames. Through DIY research, users can see responses to their online surveys within a number of days, therefore being able to analyze and evaluate quickly in order to make strategic decisions.
Bo Mattsson, CEO and founder of Cint, explains the benefits: “With brands looking for creative methods to compete in this challenging economic environment, DIY market research offers the perfect solution to gain understanding of target audiences in a quick and transparent manner. Do-it-yourself software ensures users are 100% in control and can select exactly the right choice of panel to undertake their survey. Nowadays, marketers are looking for openness and simplicity in their campaigns, and DIY research offers both, being both cost effective and providing results almost immediately.”
Cint offers companies access to over 7 million people across a broad range of demographics in 50 countries. Its latest product, Cint Access, which was unveiled on 15th February, allows brands to undertake market research themselves quickly and simply; a survey can be deployed to any number of people in a matter of minutes and results can be viewed in real-time through the online interface.
Visit www.cint.com for further information about Cint Access and the other products on offer.
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