The use of BehaviorTech analysis by disruptive market insight company sens is a prime example of how technology is revolutionizing the field of market research by combining behavioral science and technology to analyze consumer behavior and provide valuable insights into market research and marketing efforts.
As technology continues to advance, the potential for BehaviorTech to transform the field of market research is immense, providing more accurate and reliable data than traditional market research practices. The ability to collect and analyze not only vast amounts of data, but also uber-in-depth data not able to be gathered by traditional means, allows organizations to stay ahead of industry trends and make more informed decisions about their marketing strategies.
The Wits Donald Gordon Medical Centre, a healthcare institution based in South Africa, recently felt they needed a tangible process to understand their brand identity, and find out exactly where they stood in the market, and what direction the company should be heading in, in the future.
CEO Sue Tager shared her experience of working with the sens team on this task:
Q: Can you tell us about your experience working with Sens and how they were able to provide insights into your market research and marketing efforts?
A: Having an outside party work with your team can be a daunting experience, as it can potentially disrupt the balance and culture of the organization. However, with the sens team’s professional and safe manner, it was possible for them to quickly understand the environment and the brand sentiment. This was the positive experience that was felt by all, as there was a quick ability to connect and impart research in a way that fit well with the organization’s culture. The engagement from the inside made it feel like coming home, and the good and bad feedback received showed that there was a mutual understanding. While it can be nerve-wracking to allow outsiders to come in, it was ultimately a successful and valuable experience!
Q: How did sens compare to other research or marketing methods you have used in the past, and what advantages did it provide?
A: The overall impression was that sens’ approach in this particular situation was unique and innovative, which was very much appreciated. Previously, long-term relationships could not have developed as we just didn’t seem to “gel” well together; when there is a need to continuously explain things to someone, it can really hinder a good working relationship. The refreshing and novel perspective brought on by the engagement of the sens team was very much acknowledged and appreciated.
Q: Can you walk us through a specific example of how sens was able to help you achieve a specific marketing objective, and what impact this had on your business?
A: The engagement had several phases, starting with the collection of research and then relaying all the information to the board. The most helpful stage was the last one, where there was a sense of mutual understanding and unity between us and the sens team. This unity allowed them to present their vision to the board in a more effective manner than before. It felt like there was an additional team member in the room, which built a lot of trust at the board level. Sens took what we were saying and made it better. It wasn’t an echo, it was an amplification!
Q: How did you and your team work with sens to ensure that the data collected was reliable and accurate, and what steps were taken to mitigate potential biases or errors?
A: The process was easy and smooth, and a reliable methodology was used. The accuracy of the information collected was so high that it was almost possible to attribute who said what! This included both positive and negative feedback, and the way the qualitative information was presented made it easy to understand and analyze. The entire process was painless and carried out in a professional manner.
Q: Can you discuss how sens communicated insights and recommendations to you, and how this approach differed from other consulting or research methods you have experienced?
A: The way the data was presented was completely unique from what was expected, as it was presented in several different formats. However, it was still easy to digest and understand despite being very detailed. The presentation of the data was spot on, with nothing missing.
Q: How did the insights and recommendations provided by sens help shape your marketing strategy, and what changes were implemented as a result?
A: We are busy implementing what came out of this research. It was necessary to understand where we were coming from, where we were successful, etc. I have found the ability to engage as invaluable. Strategic guidance has translated into implementation. Overall, it has been a very good experience, creating sound foundations.