Democratizing Advanced Insights

Early in my career, I spent many years climbing the ranks of marketing departments at multiple brands including Danone and Unilever. It was during this time that I learned two very important things.

1. Successful brands are consumer obsessed.

2. It is extremely challenging to unlock all of the data and analytics brands need in order to become consumer obsessed.

With these two lessons in mind, it was an easy decision for me to leave my job as a CMO upon seeing the first prototype of an automated conjoint analysis built by my co-founders, Tom Fandrich and Lucas Bremer, in 2014. It was in this prototype that I saw a future where brands would no longer need to wait weeks for quality consumer insights, dedicate hours to manual research & analysis tasks, or spend large chunks of their marketing budgets on a single study…all pains I knew too well.?

Through automation, the potential to democratize advanced research has become a reality at quantilope. After spending years in various marketing departments seeing all sides of research (the good and the bad), it's exciting for me to know that our clients have access to the largest set of automated, easy-to-use, advanced research methodologies that are globally available such as System 1 methods, Conjoint, TURF, MaxDiff, and Key Driver Analysis.

What's even more exciting is knowing that ongoing advanced insights are now accessible to teams where it wasn't a possibility before. Though there are many challenges that come with an attempt to truly understand consumers, I am thrilled that more brands are able to leverage advanced insights to support decision-making in real time.?

Fast forward to today, I have two new very important lessons.

1. Consumers are complex.

2. Automated advanced insights capture the complexity of consumers in ways standard questions sometimes can't.

Happy researching,

Peter Aschmoneit?

quantilope CEO

Exciting news - the quantilope Academy has just rolled out its first advanced method course for our clients: Count-Based MaxDiff!

By the end of this course, you’ll become a master in all things Count-Based MaxDiff - including the various applications of the method, how to set it up, the benefits of Count-Based MaxDiff, and an understanding of how the analysis works (but don't worry, we automate that for you).

Learn more here.