Driving 72% Cost Efficiency in Online Qualitative Fieldwork
Aug 28, 2024, Jiten MadiaBackground
A mid size, technology-focused market research agency was grappling with high costs of online fieldwork execution. With covid-19 a lot of fieldwork had already moved online. When fieldwork moved online the cost efficiencies like respondent conveyance, physical venue, physical infrastructure etc kicked in. One cost that suddenly made the project cost economics inefficient was the cost of online platform for conducting the fieldwork . The platform charged 225 USD per unit( FGD and IDIs) Also, this high price tag for conducting the fieldwork limited the agency's ability to use the platform for all their studies, forcing them to prioritize only the most critical projects. As a result, some studies were conducted without the robust backroom support and client interaction that their clients had come to expect.
Challenge
The agency was at crossroads. With online most agencies were either using generic online platforms like Zoom Webinar were used. Zoom webinar helped create a separate space for clients but there was no option for them to chat amongst themselves. This meant either creating whatsapp groups or using one more medium to connect the meeting participants. Overall, this was a clunky client experience. The key reason for high cost of online fieldwork platforms was the manpower. Having a dedicated customer service engineer was unnecessary convenience that was prohibitively expensive. The agency and the clients had to make a difficult choice trade off between cost efficiency and client experience.
Adding into this challenge was learning curve in changing the online fieldwork platforms. Learning curve for both customers as well as their clients. During the online fieldwork its important that both respondents and client are able to get in the platform without any hassle.
Essentially, the agency needed a cost effective solution that was scalable across all their projects, without compromising on the quality of service, client engagement and respondent experience.
Solution: flowresAI
flowresAI emerged as the perfect solution to the agency's dilemma. By integrating Zoom, a trusted and cost-effective video conferencing platform, flowresAI provided a comprehensive, scalable solution that allowed the agency to conduct focus groups and in-depth interviews (IDIs) with ease for both respondetns as well as clients.
Using Zoom meant no learning curve for respondents and flowresAI’s platform came equipped with a one click virtual backroom that meant no learning curve for clients either. The virtual backroom enabled real-time client interaction without the need for expensive live support services. This integration meant the agency could now offer consistent backroom support across all their studies, regardless of scale, at a fraction of the original cost.
Results:
Cost Savings: flowresAI enabled the agency to save 91% cost by eliminating the need for costly live support. Over the course of one quarter, this translated into a substantial $100,000 in savings. This reduction in overhead costs allowed the agency to reallocate resources more effectively, improving overall project profitability.
Increased Utilization: With the affordability and scalability of flowresAI, the agency was no longer restricted in their use of backroom support. They could now provide this valuable service for all their studies, ensuring that every client could have ability to interact and discuss consumer feedback while observing the fieldwork
Enhanced Client Satisfaction: The ability to offer consistent backroom support across all studies greatly enhanced client satisfaction. Clients appreciated the seamless experience and real-time engagement flowresAI facilitated, which not only improved the quality of the research but also strengthened client relationships and trust.
Operational Efficiency: flowresAI meant no need for separate workflows for more critical projects. Apart from simplifying workflow, flowresAI also had seamless integration with myTranscriptionPlace who provided human transcription services. This meant the transfer of files from platform to transcriber become more efficient and resulted in quick transcript deliveries. This meant the reduction of total project execution time. This efficiency also allowed the research teams to focus more on delivering insights rather than managing logistical challenges, further enhancing the overall quality of their service.
Conclusion
flowresAI has proven to be a transformative tool for the market research agency. By providing a cost-effective, scalable solution that allows for consistent and high-quality client interaction across all studies without spending a fortune.
