Businesses are actively using data-driven approaches in their decision making in order to gain superior insights into the market. Consequently, the need for surveys and respondents to answer questionnaires is drastically increasing. Technology offers us the opportunity to develop innovations in sampling methods. Instead of using time-consuming and expensive old-fashioned panels, there is the possibility to acquire real-time panelists for market research purposes. The data that is provided through online sampling is more personal, accurate, and targeted, and it provides a 360-degree insight through the use of passive data.
Market research projects involve tight deadlines, and agencies cannot wait for weeks merely to collect data. In the current fast-growing agile period, consumer insights and feedback cycles are shorter than ever, and automation plays a leading role. Automation is one of the greatest advantages that technology can provide to decrease the number of simple manual tasks that can be completed by machines in a more efficient way.
Machine learning algorithms, programming tools, and APIs are available to automate the process of sampling and to eliminate laborious manual tasks in data collection, data integration, and data analysis. Programmatic sampling has significant positive advantages in regard to overall experience and quality of sample acquisition, data management, and even the respondents’ experience.
But how? Here are the top 8 benefits of programmatic sampling:
- Operational speed boost
Fortunately, machines don’t have weekends or holidays, and they can perform 24/7 without the usual human limitations. It is also possible to scale and speed up the processes considerably. Manual tasks related to bidding, pricing, and matchmaking can be assigned to computers, which can perform these tasks incomparably faster. Moreover, access to multiple sample sources increases the speed of filling quotas, especially for hard to reach targets.
- Quality improvement
Automation considerably reduces painful negotiations and the manual operational tasks of sampling. Instead of back and forth communication between sample sellers, buyers, and respondents, APIs communicate with each other and perform data gathering, data integration, and even data visualization. Real-time access to all the steps of a survey is one of the great advantages of programmatic sampling because in case of any errors there is the opportunity to test and correct them on spot without the need to wait for the quotas to be filled and then check the quality of data.
- Human error reduction
Human error is a big issue, especially when dealing with data. Sometimes one simple mistake can change the results of a survey and can mislead the people who will make decisions based on that. To overcome such errors, AI and automation can influence the whole process by replacing manual data entry, data integration, etc with an efficient automated process that will prevent the associated costs (e.g. time, quality, and money).
- Real-time advanced analytics
The use of dynamic panels and live data collection brings the opportunity to access real-time analytic dashboards. It is not necessary to wait for the data to gather completely or to extract offline reports. The results update constantly and can be accessed on-demand.
Mobile/website data that is collected from users are valuable extra data which is available only through online sampling. These passive data can qualify surveys with data that is connected to the respondent’s online behavior. Information such as the location and other data collected along with the questionnaire provides extra information that can be used for innovative analytic methods.
- Targeting with passive data
The passive data collected from respondents provide access to their digital footprint, and this information can be used for targeting the samples. For example, the location of the user is a great tool to decide whether they are eligible for a survey, or location-targeted data can be used to understand the behavior of potential customers on-sight.
- Considerable cost reductions
Scaling sample recruitment helps businesses to save money. Less human involvement means less expense, time, and fewer errors, which decreases the overall cost of a project. Moreover, developing an updated sample panel of people who will definitely participate in the surveys is costly and cannot be done in a short period of time. In addition, when such processes are automated, the employees who were performing these tasks are free for more innovative and valuable tasks.
- local project management system
One of the major benefits of API sampling is the ability to operate in an existing project management system. The integration of data from different sources is not possible if APIs are not used as the common language between various sample providers and your own data management system. With just one click you can do everything you need on your own dashboard, and machines will do the rest. The confusion of learning new platforms and various data types is not an issue, and mapping and maintaining data can be less of a problem.
- Better respondent experience
The purpose of any survey is to obtain reliable answers from possible consumers. With programmatic sampling, users will have a better experience when answering the questionnaires. They don’t need to answer long profiling questions to be part of a panel and wait for receiving the rewards. Better user experience leads to more reliable answers. Respondents are rewarded instantly, and because they are answering surveys in applications or websites which they trust, they are more likely to participate. They don’t need to do anything but simply click on an offer or an ad and answer the questionnaire, and then receive the instant incentives.