Speed is of the essence today more than it ever has been. We
value our time so much that we are no longer prepared to sit through TV
adverts, to wait for the green man at pedestrian crossings or even to enter a 4-digit
pin into a card payment machine. Frankly, we have better things to be doing
with our time.
We want online shopping to be delivered the next day, taxis
should be no more than a couple of minutes away at all times and we expect a
whole array of TV viewings to be available at the touch of a button. Of course
we don’t want to pay more or sacrifice quality for the privilege; we really do
want to have our cake and eat it.
Given the pace at which modern society and consumer
behavior is changing, our clients are facing increasing pressure to launch new
products before competition, to react to the latest trends and to find ways to retain
existing customers as well as to lure new ones – all while balancing tighter
budgets. And to achieve those things, they need valuable consumer insight
faster than ever.
So how can a modern Market Research agency deliver? Quite
simply, we need to be more efficient. A “more hands to the pump” approach
simply won’t cut it – especially with high personnel costs in economically
We must instead focus on streamlining our processes. Are
there quicker ways to do things without jeopardizing quality? Or better yet,
can we actually improve quality while we’re at it? It should be no surprise
that computers and automation are key to this. Just as technology is changing
our personal lives (contactless payment, digital TV, mobile apps…), it can and
should do the same in the workplace.
That isn’t to say that we’re planning on replacing our
people with robots; we know full well that our people are what makes us great.
After all, they are the ones who can listen to your needs, design research to
fit and who can turn data into actionable insight. And those are exactly the
kind of things that you pay us to do.
But if we can eliminate lower value added work from our
human processes, we’ll not only be able to deliver quicker, but we’ll also have
more time for the really important stuff. Simply put, we’ll be Rapidly
Brilliant – and that’s exactly what we aspire to be. If we can save just 1 hour
on every project, we will free up the equivalent of 19 weeks of someone’s time
Here at MMR, Efficiency has been working its way up the
agenda for a number of years and it now sits proudly alongside Creativity and
Research Design at the top table. In fact, we believe in the merits of
Efficiency so much so that we’ve dedicated four full time team members to pushing it forward.
In 2016 we launched MMR Express – a range of products which
give you results in as little as 3 days. Through standardizing methodology and
automating outputs, we can deliver faster while retaining that all-important
human touch. Better still, the price tag will be sure to keep your Finance
Director happy. Find out more here >
And there’s plenty more going on behind the scenes that will
allow us to be Rapidly Brilliant across our full range of products - even the most
bespoke ones. From seemingly insignificant tweaks to project management
paperwork to a huge step change in our automation capabilities, approaches and strategy,
it all contributes to an overall slicker, quicker operation.
The world around us is showing no signs of slowing down so
we don’t plan to either!
Lesley Potter is Global Operations Manager at MMR.