Originally published: B&T, 19 August 2021
In this opinion piece, John Griffin (pictured), Pureprofile’s chief technology officer, explores the future of research tech in the marketing world.
The changes wrought by COVID-19 over the past two years have laid the groundwork to transform not just the research sector, but also how marketers and businesses access the data they need for decision making.
When the CEO of programmatic survey platform Lucid coined the phrase ResTech last year, pointing to increased venture capital investment in research technology firms, he may not have foreseen just how fast the burgeoning sector would grow.
In the past, research technology has generally been understood to refer to the application of programmatic connections (“APIs”) between systems. These connections have helped to match supply with demand and automate the ordering and fulfilment process for a market research project.
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