SPONSORED CONTENT
Lev Mazin is CEO and co-founder of AYTM, the leading innovator in DIY online market research. For over 17 years, Lev has applied his design/UI/UX skills building elegant, straightforward and intuitive Web and mobile user interfaces for Google, Oracle, Whole Foods, Maserati and a number of online SaaS startups.
At AYTM, Lev is leading the company and platform's evolution, driven by design thinking, research automation, quality panel and professional services, in pursuit of the best possible experience in online market research.
CHALLENGE:
The client has adopted an iterative research approach that called for capturing customer feedback early and often with the goal of minimizing waste in the product development cycle. With this in mind, the client needed to find agile research options with varying levels of service to test ideas rapidly.
The team conducting the search was tasked with identifying new technology-focused platforms for the R&D research team. They sought out DIY and automation research platforms to supplement their in-house research team while empowering researchers to do more DIY quantitative research and transition away from full-service providers with the goal to reduce turnaround times and cost.
“Full-service market research often takes weeks or months, which is not synonymous with speed and agility. Partnering with DIY research suppliers would be a significant cost- and time-saving opportunity,” said a senior researcher leading the search.
Although each team had their own list of needs, automated max-diff and choice-based conjoint with a high-quality integrated panel were the primary requirements. It was also important that the selected self-service platform had data outputs that were familiar and user-friendly, as well as quality data to meet the client’s high standards.
It was expected that the transition to DIY would require a cultural shift and additional skill development. So the client needed more than just a technology platform, but a flexible partner that could effectively provide training and support to hundreds of researchers globally, while empowering them towards self-service quickly.
SOLUTION:
While at IIeX in 2017, the client’s team attended a presentation I gave on choice-based conjoint research automation. This began an exploration into AYTM’s platform, panel and research services team. The client brought in experts from within the organization to extensively vet the AYTM platform. This included researchers, programmers and statisticians who all put the platform to the test.
During the evaluation phase, a senior researcher ran a parallel study using AYTM’s max-diff and a competitor's more traditional model. “The results of both studies revealed the exact same preference ranking for the top four winning product names.”
While initially drawn to AYTM for research automation, the client was also impressed by how quickly the platform produced results and the quality of the data. “In the past, the fastest we could field a max-diff or conjoint was one week, but on average those tests tend to take three-to-four weeks. Now, with AYTM we can go from programming to results in just 24 hours or less.”
However, making the transition from full-service to self-service suppliers can be difficult to navigate, especially for large research teams. Often researchers need training and guidance as they make the move. Knowing this AYTM built a customized ongoing training program for the client’s researchers which included 1:1 research consultations and as well as group training sessions for teams.
“Our account manager is responsive and attentive to our needs. She is patient with our new users and offers helpful suggestions for improving our surveys. AYTM has been a delight to work with and I look forward to our continued partnership.”
AYTM also offered the client access to their team of research automation experts. AYTM’s adaptive professional services program allows the client to tap into resources, only as needed, giving them the flexibility of a DIY platform with access to additional research expertise.
RESULTS:
Due to the partnership with AYTM, the client has been able to meet their cost-cutting initiative goals while delivering the quality results needed for efficient, effective and timely decision-making. With faster access to insights and proven similar quality of data output when compared to their internal team and full service research suppliers, the client is saving time and money without sacrificing quality. “When it comes to balancing speed, cost and quality, AYTM delivers,” said a senior researcher.
The partnership with the client has also enhanced the AYTM platform. One of the key requirements was automated max-diff capabilities. While AYTM has had automated max-diff using Maximum Likelihood Multinomial Logit modeling for years now, the client preferred a Hierarchical Bayesian modeling so they could analyze at the individual level.
"AYTM’s ability to rapidly deploy suggestions for features or new approaches continues our commitment to innovation beyond our own internal resources.”
Having already deployed Hierarchical Bayesian (HB) in its choice-based conjoint research test, AYTM was able to accelerate the development of max-diff HB realizing the value it would bring to all clients. Within weeks the client’s team had access to max-diff HB showing AYTM’s deep commitment to the partnership.
To download the case study visit aytm.com.