Over two decades in the market research industry has led Caspar to two fundamental beliefs: data must answer the ‘why’ of consumer behaviour not just the ‘what’, and those delivering the insights to clients must play a vital role in creating them. That is why he’s fighting to make marketing a more rigorous, analysis-driven discipline, delving deep into the data himself and ensuring that the work his team delivers is strategic and commercially focused.
From working for a strategy consultancy in London to working in house in the drinks business to launching the strategy consulting division at WWP AUNZ, it’s clear that a love for strategy runs in Caspar’s blood. His analysis software of choice is Q.
When it comes to diving deep into the data himself and delivering insights for his clients, Caspar relies on Q to simplify things – freeing him up to push the recommendations further. By making advanced analytics accessible, his team no longer needs to outsource their analysis – yielding better insights, faster. Intuitive algorithms like Q’s latent class analysis make his job so much easier. Caspar relishes the speed at which he can explore his ideas with Q – throwing things into a segmentation analysis or updating tracking databases quickly.
For Caspar, “a well specified, promptly, and accurately reported tracker is still really, really important if you’re the custodian of a big brand”. Unfortunately, many clients think tracking is a waste of money due to their poor experiences with it. With Q, Casper can take a bird’s-eye view of brand tracking – easily changing perspectives and cross-referencing data fast so that he can deliver sound advice for his clients.
While real-time analytics and digital dashboards are the norm in the boardroom, without customer research, clients can be left adrift in a sea of information.
For Caspar, market researchers must delve deep into all the data sources to bring a holistic solution to their clients – one that goes beyond traditional research to offer fast, commercial and strategic insight and advice.