We are entering the age of the customer. It is a time in which the driver of business value has shifted away from optimization and towards the customer experience. Creating, supporting, and managing the customer experience is now paramount as enterprises seek to deliver mass customization and serve the so-called “market-of-one.” To respond to this shift, organizations are turning to customer data and analytics to better understand and meet the needs of their customers.
According to Cint, however, data analytics only tells part of the story and fails to get at the ‘why.’ This gap, it says, is why market research is more important than ever — and why the company created what it calls its ‘insights exchange platform.’
The platform acts as a digital marketplace connecting researchers, agencies, and brands with over 50 million registered participants via its network of panel and community owners. The company’s registered participants are then available to its customers to participate in studies, answer survey questions or complete profile information. Moreover, the company helps its clients connect the dots between its analytics systems, research data, and customer behavior through various stages of the customer journey.
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