When it comes to the world of research services, most organisations are happy with what they have. After all, research services are an essential part of any organisation’s strategy. However, things are changing quickly and many companies have started exploring new options that can automate certain processes and save time while streamlining others. The benefits of such changes will be significant in any organisation. Read on to learn more about automated research services and their benefits.
- What is Automation
- Why is Research Automation Important
- Benefits of Research Automation
- Types of Research Automation
- Limitations of Research Automation
1. What is Automation
In the realm of research services, automation refers to a process by which a computer program performs certain functions. In this context, automation is different from a “manual process” because it is performed by a device or software.
Automation can be performed in several ways. The most common types of automation in the research services context include:
- Computer-Assisted Automation: This type of automation is used when a computer program performs certain functions. The human operator is still required to perform other tasks.
- Automated Data Capture (ADC): This type of automation is used when data is entered directly into a computer program. It can be used in any type of research.
- Computer-Assisted Interviewing (CAI): This type of automation is used when an interviewer uses a computer program to ask questions and record the answers.
- Computer-Assisted Telephone Interviewing (CATI): This type of automation is used when a computer program is used to manage and track the interview process.
- Computer-Generated Samples (CGS): This type of automation is used when a computer program is used to create samples of certain groups.
Most of these research types can be well powered with mobile based automated communication solutions which can capture the data into a software. Similar to On-time’s agile no-code platform that can work with your existing systems with or without integrations.
Automated communications can conduct the research on your behalf and accelerate the rate of responses while you can make the best of the data and capitalise on the informed decision making. Explore its potential at length from our Research Services use-case.
2. Why is Research Automation Important
When it comes to research services, automation is important because it speeds up many aspects of the research process. Everything from data collection to sampling will be done much faster with automation. This can improve the quality of a research study because it provides a more accurate representation of the population/customers/subjects.
In addition, automation also reduces the risks associated with human error. For example, taking a survey with a pen and paper introduces potential issues with handwriting and data transcription. Automated methods for data collection avoid these issues.
Another reason for using automation in research is to save money. If you use manual methods and don’t have a large budget, automation could be out of reach. But with automation, you don’t have to spend a lot of money to get accurate and quick results.
3. Benefits of Research Automation
There are plenty of benefits associated with research automation. Let’s take a look at the most important ones:
- Better Data: Data can be inaccurate or missing when it’s collected manually. With automation, data is more consistent and accurate because it is captured into a machine and no human error can occur.
- Better Sampling: When you sample manually, it’s easy to miss certain groups or to over-sample other groups. With automation, you can easily select the right sample size, and the software will make sure all groups are represented.
- Increased Speed: Manual data entry can take a long time to complete. With automation, data entry can be done much faster since the machine will be able to type faster than a human.
- Accessibility: Some data collection methods are inconvenient for the people being surveyed. With automation, you can collect data in a variety of ways and make it accessible to everyone.
4. Types of Research Automation
When we refer to research services automation, there are a few types we can discuss:
- Online Survey Automation: Online surveys are one of the most common ways to collect data for market research. With automation, you can set up and run a survey quickly.
- Data Extraction Automation: You can use automation to extract data from one source and transfer it to another location. This is useful for data integration and analysis.
- Sampling Automation: Using a computer to select samples is known as computer-generated samples. It’s useful for building a representative sample that can be used in all types of research.
- Automated Interviews/Questionnaire - Modern communication solutions are being increasingly used by organisations for customer research, csat surveys, among others. This form of automation can reach prospects directly via the right channels at the right time. It not only avoids the possible human conflicts but also improves the brand experience for the receiver, with its fast, interactive and seamless research potential.
5. Limitations of Research Automation
While all of the above benefits are true, there are some limitations to research automation. Let’s take a look at the main ones:
- Data Quality Issues: If your research software has bugs, it can affect the quality of your data. So always research or consult before you invest.
- Lack of Human Touch: If you automate everything, you won’t get the human element that can make research more meaningful. It’s important to know what types of research can and needs to automated.
- Cost: Automation can sometimes be more expensive. However, it depends on the type of automation you use. When it comes to weighing the odds against manual processes and automation, the latter is always the cost-efficient choice.
Automation is a convenient way to streamline some of the processes involved in Research Services. From sampling to data collection, automation offers a number of benefits compared to manual methods. However, automation isn’t a perfect solution. There are limitations to what can be automated, and there are some issues that need to be addressed. Overall, automation is a useful tool to have in your organisation’s toolkit.