Problem: Having little control over outsourced research
To provide clients with strategic advice, the Quantum team needs to have access to up-to-date information and different types of data sources. And the best data-driven insights come from accessing and analyzing larger and diverse data sets, not just from focus groups, interviews, and surveys.
Before using Brandwatch, Quantum used a variety of external consultants to help them conduct research on a project-by-project basis. They would go to the external consultants with a very specific question in mind, and get the report they need. The quality of those reports depended on the hours spent and the complexity of the brief.
As a result, the team used to get very limited results. When they sourced out their research work to external agencies, they were only getting summary reports, which usually lacked rich details necessary to paint a bigger picture. And it made it harder for the team to formulate strategic directions for their client projects.