The direction of travel in Market Intelligence is for publishers to start using smart platforms that provide customers with access to content and an environment in which they can make the best use of this information. Despite this however, many MI firms are putting their future at risk by failing to innovate in this way.
If that sounds doom-laden, well, that’s not a surprise. To name just a few, the music, film, and literary industries are still reeling from the effect technology has had on their livelihoods and the new players that it has enabled in their markets. Something similar is happening in Market Research.
Of course, there are several factors at play here, but if we just focus on data-gathering and understanding the customer, we can gain a very real insight into the kind of problems that could be fatal for some MI firms.
If you only use PDFs, Excel, Word, or PowerPoint to disseminate your content, it’s very difficult to gain any understanding of how the information is viewed and then used by the customer.
The fundamental problem is that once it’s downloaded or emailed to the customer, that’s where the trail runs dry. You know what the customer ordered, but nothing more.
What you don’t know is:
- The parts the customer found interesting and/or useful
- The chapters that were viewed the most
- The sections that were glossed over or not viewed at all
- The number of times the document was viewed or the length of each visit
- If the document was shared
- The number of additional people who viewed it
- The comments made around the subject
- How the information in the document was re-used
The problem isn’t in the presentation of the information. A well-formed spreadsheet might be useful to the customer, but as a delivery mechanism it can’t provide the feedback needed. These insights are what your research business will need to prosper in the digital economy, but currently it can’t be tracked.
Now, just imagine if you could find out all the information we’ve just listed. You’d know how content was being absorbed by the customer, their opinion on its quality, and, just as importantly, you’d understand the behaviour that goes on around the content: the comments, the sharing and its reuse.
This information is like gold dust. Imagine how more accurately you could plan your future research production if you could determine, beforehand, what the audience really wants, likes, and needs.
If you’d like to find out more about delivering content in a smart way, we can help.