Automation is core to a successful business, and to the market research industry in particular, says Toluna’s Frédéric-Charles Petit.

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Automation is very important for the research industry but we need to be careful to avoid the very real risks of losing sight of where value is added. Converting data to intelligence to insight is clearly a key area where researchers’ expertise adds significant value. I would question whether questionnaire design is a routine task however. To my mind, this remains a key area where research skills add value to the process and enable maximum insight to be delivered. 

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