Singapore –Yahoo has partnered with American experience management company Qualtrics to launch PurpleLab, an innovative solution designed to address the challenges of speed and quality in the market research industry.
PurpleLab brings together Yahoo’s extensive data capabilities, cutting-edge technology, deep consumer relationships, and the ability to rapidly turn around robust panel data.
Additionally, it is also powered by Qualtrics’, providing the platform with faster and easier access to nationally representative consumer insights across the region. With Qualtrics, it will also have access to industry expertise, ensuring market research programmes are tailored to deliver optimum value and outcomes.
This platform builds upon Yahoo’s use of Qualtrics tools to conduct its own internal market research, promising brands a way to acquire and apply consumer insights faster and more accurately to marketing campaigns.
Dan Richardson, head of data and insights at Yahoo AUSEA, shared, “For too long, brands faced the dilemma of compromising either speed or quality in market research insights. PurpleLab addresses this challenge by delivering high-quality, accurate results from real humans with a rapid turnaround time.”
He continued, “By partnering with Qualtrics, we have created peace of mind for our clients that these insights are from real humans, not AI-powered bots, and by leveraging our own robust data stack, we can control the process to ensure it is fast and efficient. This platform is a testament to Yahoo’s commitment to being a trusted partner, empowering brands to execute sophisticated and effective marketing campaigns across the media funnel.”
“We’re excited by the results we’re already seeing from PurpleLab. It’s not just a tool; it’s a strategic ally in empowering brands with data-driven decision-making capabilities,” Richardson further added.
Ali Henriques, global director of research services at Qualtrics, also explained, “Market research is one of the most important strategic growth drivers in every organisation. With in-depth, trusted human insights, such as those from Qualtrics and Yahoo, brands can understand evolving consumer expectations and uncover unmet market needs to confidently and precisely make decisions that drive customer loyalty and satisfaction, market share, and ultimately revenue growth.”