NIQ’S STRATEGY FOR DIGITALIZATION OF DATA COLLECTION METHODS IN FACING CHANGES IN MARKET BEHAVIOR, TECHNOLOGICAL CHANGES, AND COMPETITION

• Main Author: Zainuri, Balqis
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78032
• Institution: Institut Teknologi Bandung

Changes in market behavior, technological advancements, and increasing competition are driving NIQ as a market research company to face challenges in data collection. The evolving needs of clients in various industries, as well as the growing complexity of survey criteria and data, result in projects with non-conventional methods at NIQ. The main objective of this research is to analyze and implement a digitalization strategy. SWOT and TOWS analyses are used to determine NIQ's company strategy based on current internal and external factors. The application of Customer Experience Management (CEM) in this research includes Kotler's 5 A digital customer experience model: Awareness, Appeal, Ask, Act, and Advocate adopted to create a positive strategy for the respondent’s experience in a digital survey. Innovation management theory is used as a reference for implementing digital survey strategies. Finally, stakeholder analysis is also conducted to identify the right individuals to execute these strategies. From the analysis of these variables, it is revealed that social media is one of the most preferred platforms for potential respondents to participate in digital surveys, both in increasing respondent awareness and as a means of interaction between potential respondents and NIQ to obtain a good customer experience. Furthermore, it is concluded that the best and most feasible approach currently employed by NIQ for digital surveys is through a respondent-focused approach using a Datalake system, which is a database compiled by NIQ from all previous research and new respondents with relevant criteria.