Niq’s Strategy for Digitalization of Data Collection Methods in Facing Changes in Market Behavior, Technological Changes, and Competition

Abstract

Changes in market behavior, technological advancements, and increasingly fierce competition have pushed NIQ as a marketing research company to face challenges in data collection. The ever-evolving needs of clients in various industries, as well as the increasing complexity of survey criteria and data, result in projects with non-BAU methods at NIQ. The main objective of this study is to analyze and implement the digitalization strategy. SWOT and TOWS analysis are used to determine NIQ's corporate strategy, based on current internal and external factors. The application of CEM in this research includes Kotler's 5 A digital customer experience: Awareness, Appeal, Ask, Act, and Advocate. For SCM, references are used from alternative methods that have previously been run by NIQ during the Covid-19 pandemic. Finally, innovation management theory is used as a reference to implement digital survey strategies. From the results of the analysis of these variables, it was revealed that social media is one of the most popular platforms for potential respondents for digital surveys, both in increasing respondent awareness and as a forum for interaction between potential respondents and NIQ to get a good customer experience. In addition, it was concluded that the best and most feasible approach currently carried out by NIQ for digital surveys is through the respondent approach using the Datalake system, which is a database collected by NIQ from all previous studies and new respondents with appropriate criteria.