Find out more about the people who bring Dapresy’s products to life…
Anton, can you introduce yourself?
I started working at Dapresy 4½ years ago after I completed my university studies in industrial engineering and management. My first role was as project manager, which gave me the chance to learn about the market research industry, what types of deliveries MR agencies do and everything about how to use our software. After a year, I transitioned into account management, which meant working on the sales side of the sort of projects that I had been delivering as a project manager, but also working with our “do-it-yourself” customers. This opened my eyes to the growing field of Customer Success Management and I’ve now been Dapresy’s Head of Customer Success for a couple of years, reworking our customer onboarding program and improving systems and processes for supporting our customers.
What do you think is the key challenge for the MR industry today?
With the abundance of information that is generated today, it’s increasingly important to find the key insights through all the noise and to do it quickly. Many MR agencies still operate the same way they’ve done for decades, which means that the process from sample to delivery of insights involves many manual steps. There’s a high risk of errors at each step and the rigidness and high number of dependencies in the process means that even making small changes to the research or data can take many days or even weeks to do. The agencies need to adopt new processes and software that allows them to automate simple yet time-consuming tasks, making them more agile and better able to respond quickly to customers’ requests and needs.
How do you think Dapresy helps in solving this challenge?
Dapresy’s software enables MR agencies to change the way they work, to become more agile. It empowers individual researchers and consultants by reducing their dependency on other teams in an MR agency, such as the data processing team. For example, instead of requesting a chart with a new breakdown from the report creator team (which in turn needs to request a cross table from the data processing team,) the consultant can create the new chart themselves in a matter of minutes.
Which accomplishment at Dapresy are you most proud of?
When onboarding new customers, we now have an onsite workshop in which we challenge the customers’ views on what a dashboard is and provide them with a new framework for thinking about dashboards – helping them to evaluate what they currently deliver and what they want to deliver to their customers. At the end of the day, they have a new perspective on what they want to deliver and a plan for how to get there. It’s great to see how enthusiastic they get about making this change.
What do you think will be the key success factor for MR in the future?
Market researchers should not be afraid of being replaced by new technology, instead they should adopt it to boost their efficiency and improve the quality of their insights.