How automation is shaking up market research efficiency

In the whirlwind world of market research, staying ahead means being fast, smart, and open to change. As we cruise toward 2025, it’s all about process automation and streamlined operations. So without any delay, let’s dive into how these strategies are shaking up the industry, and how research agencies can stay ahead of the curve with a refreshingly agile approach to market research.

The need for speed: why efficiency matters for research agencies

In today’s market, agility isn’t just a trendy term—it’s your agency’s secret weapon. Clients want insights faster than ever to make those big moves, and old-school research methods just don’t cut it anymore. Enter agile market research: a slick, supercharged approach that dishes out timely, relevant data. By embracing agile methodologies, research agencies can shift gears effortlessly, giving clients what they need, exactly when they need it. No sweat, no hassle.

To put things into perspective, 71% of companies are now using agile methodologies to keep up with rapid market changes and growing client demands. But this trend isn’t just about speed—it’s about keeping things relevant, delivering accuracy, and staying ahead of the pack.

Automation: the secret sauce of efficiency for research agencies

Let’s face it—automation is your agency’s best friend. Forget the boring stuff; automation lets you focus on what matters. PLUS, you get to:

• Generate custom reports and visuals on mass (hallelujah!)
• Reduce human error for higher quality results
• Free up time by letting AI take care of repetitive tasks

For research agencies, it’s the secret ingredient that makes the magic happen. From data collection to analysis, automation tools are making everything faster, smarter, and a whole lot less painful. For instance, the cost of a typical online attitudes & usage survey has dropped by nearly 50% in the past five years thanks to automation—meaning you get more bang for your buck, and faster results.

Think of AI as an ace up your sleeve. AI-powered platforms are chewing through massive datasets in minutes, uncovering trends that even your most overly-caffeinated analyst might miss. In fact, the automation potential for data processing tasks in market research increased to over 90% last year with the development of generative AI, which means your insights are deeper, your delivery is faster, and you’ve got the edge that clients can’t get enough of.

Of course, as die-hard fans of Greenbook, we couldn’t resist sharing some key insights from the 2024 GRIT Business & Innovation Report. With top strategies for market research agencies aiming to up their agility in 2024 and beyond, here’s what they’re saying:

Embrace generative AI

Agencies are increasingly adopting GenAI to streamline and replace entire work processes, especially when it comes to analytics and strategic consulting. Because this allows for greater speed and efficiency, agencies who choose to embrace GenAI will be leading the way.

Foster stakeholder collaboration

Involving stakeholders early on in your agile journey (and throughout the entirety of the project cycle) helps to make sure that every move is relevant to wider business goals, while smoothing the integration of those all-important insights. The result? Far more efficient resource allocation! Read our thoughts on collaboration in an AI era.

Diversify service offerings

Full-service research models continue to attract and grow, providing a safe haven for companies post-pandemic. Offering a reassuringly diverse range of services allows agencies to scale and adapt to the different needs of their very unique clients.

Leverage AI for unstructured data analysis

GenAI excels in analyzing unstructured data, which is of course a key offering from most strategic consultancies and full-service providers. Utilizing AI for unstructured data analysis and text analytics is great for enhancing data interpretation and insight generation – something your clients will come to expect.

Embracing the future: 5 automation trends to watch out for in market research 

As well as essential strategies for research agencies, let’s take a peek at what’s coming up! These trends are set to take market research automation to the next level:

1.   Faster iterative testing
Quick, iterative testing cycles are becoming the gold standard, allowing agencies to gather and act on consumer feedback in real time. This continuous refinement helps to make sure your clients stay ahead in fast-moving markets.

2.   Real-time data analysis
Big data isn’t just big—it’s immediate. With real-time data processing, agencies can deliver insights exactly when they’re needed, allowing clients to make better, faster decisions.

3.   Seamless cross-functional collaboration
Gone are the days of silos (hoorah!). Leading agencies are encouraging a hefty dose of collaboration across their teams to streamline processes and deliver connected strategies that adapt to market dynamics in record time.

4.   AI-driven intelligence
Artificial intelligence and machine learning are no longer nice-to-haves—they’re essentials. These technologies allow agencies to uncover patterns, predict trends, and provide their clients with actionable insights that deliver enviable results.

5.   Mobile-first research
Let’s face it: we’re all glued to our phones, and with mobile devices dominating how consumers engage, mobile-first research isn’t just smart—it’s expected. This approach will help forward-thinking agencies to connect with audiences en masse, to collect richer, more relevant data.

The Forsta advantage for research agencies

We get it: agencies need the right market research tools to thrive in this brave new agile world. That’s why our platform works hand-in-glove with automation tech, giving you everything you need to master modern market research, without the stress.

Forsta’s integrated automation tools have helped research teams to slash project turnaround times, while keeping quality top-notch. That means you’re delivering those golden insights exactly when they’re needed—and looking like a superstar while you’re at it. 

So in case you missed it, this is your sign to take FULL advantage of automation in market research, from survey design to reporting and visualizations. Also, Forsta’s extensive API cababilities allows you to establish your own integrations. Customise and level up your market research automation to suit your business strategies. Time for a free demo? We think so too.

Read more about Forsta’s take on the coming golden age for research agencies and the key strategies being implemented in our white paper.