In this episode of Now That's Significant, host Michael Howard, Head of Marketing at Infotools, delves into the common concerns market researchers face when considering new software.

This episode focuses on three key categories of concern:

Usability, Learning Curve, and Team Adoption

Software Complexity: Michael emphasizes the importance of user-friendly interfaces and intuitive design. He suggests looking for software that focuses on specific needs rather than trying to be everything to everyone. He also highlights the importance of comprehensive training and readily available customer support.

Disruption to Current Projects: Michael recommends phasing in adoption gradually, starting with smaller teams or pilot programs. Running the new system parallel to existing workflows can also provide valuable insights and minimize risk.

Team Resistance to Change: Including team members in the selection process and soliciting their feedback can encourage buy-in. Identifying internal champions and highlighting the benefits of the new software can also ease the transition.

Impact on Workflow and Productivity

Added Workflow Complexity: Michael advises against replacing like-for-like solutions and emphasizes the importance of significant value-add. Conducting a time analysis of current processes compared to the proposed software workflow can reveal potential time savings and bottlenecks.

Actionable Insights: Set up personalized demos with past projects to compare results and identify potential improvements in data accuracy and insights. He also suggests leveraging case studies, testimonials, and industry reports to gauge the software's effectiveness.

Time Constraints: Michael recommends prioritizing essential features based on organizational goals and delegating the initial research and utilizing online software review platforms and industry reports can also streamline the process.

Technical Capabilities and Requirements

Data Accuracy and Reliability: Michael suggests inquiring about the software's data sources, validation methods, quality control measures, and compliance with regulations like GDPR and CCPA.

Meeting Specific Research Needs: Clearly define their research requirements and data complexities. He advises seeking vendors who are transparent about their software's capabilities and limitations and are willing to discuss potential workarounds.

Data Migration Challenges: Consider future data migration needs. He recommends prioritizing software that allows for easy data export in industry-standard formats, ensuring flexibility and avoiding vendor lock-in.

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Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.

Feel free to check out our platform and services at www.infotools.com