Tedd Speck , EVP at Advertiser Perceptions Ashwin Mittal, President at Cross-Tab Marketing Services Pvt. Ltd.

Evolution and Future of Market Research Outsourcing  

Cross-Tab Marketing Services Pvt. Ltd. The market research operations leader that deliver high-quality global research operations using process excellence, domain expertise and technology to the industry. Cross-Tab supports insights organizations with complete end-to-end operations in Research Operations Management and Data Collection

Advertiser Perceptions Advertiser Perceptions is the world leader in providing the media industry with research-based advertiser insight and guidance necessary for strengthening brands and increasing advertising sales, market share and competitive advantage. We specialize in determining, analyzing and communicating what advertisers think—their plans, opinions and motivations.

Industry is in a state of rapid change

Multiple recessions budgets are never going to be the

same again

Onset of big data requires different skills data analytics, social media etc.

More and more demand for global

capabilities

Constant onslaught of new technologies and

techniques mobile, communities, gamification etc.

Generate more value from existing data

research investments

Clients challenging the status quo want better, faster,

cheaper

Market Research outsourcing has evolved with the industry

Work model Cost savings =  

Outsourcing 1.0

Early days – 2000-05

Work model

Cost savings

quality of work &

turnaround time

Communication protocols &

SLA’s

Outsourcing 2.0 =  

Maturity sets in – 2006-12

Outsourcing 3.0 =  

Taking it to the next level

Outsourcing 1.0

Outsourcing 2.0

Integrated operations, Consultative approach, Next-gen technology,

Fuelling growth

Partners in the game

•  Leading media intelligence firm •  US and international survey research on

media markets—syndicated and custom •  30,000+ completes/year •  8-10 week turnaround from client kick-off to

Presentation of Results •  Online surveys of moderate length

About

AP clients include most leading media brands:

Founded in 2002 Cross-Tab partner since in 2008

Creative methodology

Speed to process

Automate

Look out

Revolutionaries

BEYOND

Match

Creative methodology

Automate

Speed to process

•  Reduction in time to field •  Reduction in field costs •  Familiarity, trust and reliability of working

with dedicated team •  Focus our efforts on clients and analysis •  ctOSTM Livewire gives us Up-to-the-minute

monitoring •  24-hour feasibility and cost turnaround

(max, often same day) •  Seamless integration of CT into our

business process •  New partnership opportunities

Business impact due to CT’s solution

Some key elements of outsourcing 3.0 relationships

Revolutionaries

Integrated operations

Research Design

scripting fieldwork & data collection

operations managed by cross-tab

data cleaning, coding

tables & dashboards

KPI reports & research analytics

secondary research & social media feed

Insights

survey design and consulting done by client

ü  cross-tab teams work as an extension of our client’s business

ü  teams with diverse skill sets are brought together for each client

ü  our clients unlock valuable insights time by reducing time spent on operational activities

ü  delivered 2M surveys in 2014; covering 58 markets worldwide

à faster turnaround | single point of access | better control | increased savings

Revolutionaries

Expertise honed over decades of intense experience in managing survey operations

Knowledge consultants are the real game changers

Revolutionaries

Build internal innovation for speed, quality and business growth •  Automation tools •  Real time survey reporting and access to data •  Post-field Data warehousing & analytics •  Workflow automation •  Social Media monitoring platform

Leverage best of breed third-party technology from anywhere in the world

Technology at the cutting edge

Data Visualization

Presentation design and online dashboards

Technology cell real time dashboard + custom development

Business analysis and secondary

research

Social media analytics

“Big Data” analytics

Gamification

MROCs

Revolutionaries Fuelling growth and innovation

Welcome to the age of 3.0

Contact  us  :  marke4ng@cross-­‐tab.com  

Overview An all-round MR platform comprising three components that simplify project, field

and data management, eliminate bottlenecks, fast track reporting and analysis throughout the MR project life-cycle.

Comprehensive Data Management and Reporting solution

Next–Gen Live Reporting Platform

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