Consumer research platform Attest has launched an own-audience research capability as a single solution for market and own-customer research. The innovation allows researchers to run surveys with current customers, future consumers or both together – and analyse the results side-by-side.
New Digital Age spoke to Attest’s CEO, Todd Latham, to find out more…
Attest calls itself the “most intuitive” global consumer research platform. What do you mean by that?
Attest is used by research and marketing teams from global brands. From designing surveys and accessing high quality panels around the world, through to crafting data stories, our software leverages AI and thoughtful design to ensure users of any experience level can run research to meet their objectives.
In the crowded space of consumer research, we consistently hear that our platform is easier and less time consuming to use and gives researchers and marketers confidence in the data.
How does your platform’s new own-audience research capability change things for brand advertisers?
Brand advertisers need validation from the market before investing in major creative and campaigns. By bringing own-audience research into the platform, brand advertisers can tap into the audience that makes sense for their project. Panel research will still be the choice when you need to get a fast turn around on insights or want to reach a new market. But now advertisers can tap into their customer base if they specifically need the feedback of loyal customers or have a niche audience that is available through their own database.
What type of additional insights does ‘hybrid research’ uncover for marketers?
Hybrid research comes alive for marketers via a couple use cases. First, running creative testing with own-audience and panel audiences helps them to craft campaigns that attract new customers without alienating existing ones. Second, for brands that started as direct-to-consumer (D2C) before expanding into traditional retail, hybrid provides marketers with a view of how their brand is being received in the two different and often competing channels.
Does their branding work in the more traditional brick and mortar stores? How do confirmed buyers in D2C compare to unconfirmed buyers in retail and what attracts them to their brand? Digging into these details makes it possible to build a marketing strategy that avoids cannibalising the existing D2C channel and maximizes opportunities for growth.
What are Attest’s business priorities for the rest of this year?
We will continue to understand the needs of our customers deeply and focus on building the solutions for the evolving challenges they face. In addition to adding more advanced research methodologies we’re building a solid foundation of AI and automation across our platform where its application elevates functionality.
Our goal is to help users to uncover high value insights faster, ultimately giving them more time to spend on leveraging insights within their organisation to achieve their goals.
