Automation is having an impact on nearly every facet of the market research industry, and sample is no different. JD Deitch addresses what this means – the good, the bad and the ugly – for the research process in a three-part article series on ESOMAR’s RW Connect blog.

He kicks off the articles with an overview of automation and “the good” efficiency gains that automation has to add throughout the insights supply chain. Speed, lower costs and reduced error rates are among the widespread benefits, while those less realized include real-time problem detection to mid-stream supply corrections.

The “bad and ugly” installment gets, well, a little uglier. In it, JD writes about how automation implementations remain uneven and plagued by poor design. “The real ugliness from automation arises because companies are seduced by the efficiencies and take shortcuts (out of ignorance or deliberate neglect) around the hard work of getting things to work correctly.”

While the overview in the first two articles in this series was important in setting the stage, the third piece wraps it all together with some advice for those looking to successfully use automation. Through proper implementation and a focus on optimizing the participant experience, many of the intrinsic problems with this technology can be eliminated. He advises people to: listen to participant feedback and act on it; insist on strong API integrations and regular optimization; and stop using routers as dumpsters.

Find the three articles here: