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Medallia launches Agile Research for advanced market insights
Tue, 13th Feb 2024

Medallia has announced the launch of Medallia Agile Research, a fully self-service advanced market research tool integrated into the Medallia Experience Cloud. The new tool is designed to enable rapid ad-hoc surveys, competitive evaluations, and brand/product studies for researchers, whilst ensuring the continued integrity of the organisation's data history.

In the Asia-Pacific region, Medallia collaborates with prominent consumer-facing brands in industries such as automotive, hospitality, financial services, retail, and telecommunications. Now, these brands will be able to benefit from the self-service features of Agile Research, which are attuned to assist researchers with quick adaptability, iterative processes, and comprehensive views of their business ecosystems.

The advanced market research tool will serve researchers with a single platform to measure and analyse consumer, market and brand insights. Agile Research’s capabilities are aimed at enabling organisations to swiftly comprehend a variety of topics, while preserving the company's historical data.

Chief Product Officer at Medallia, Simonetta Turek, highlighted the ease and agility of the new tool. She said: "The introduction of Medallia Agile Research brings an intuitive, easy-to-use, self-service market research solution to companies who want to move quickly to conduct market and competitive research and iterate changes quickly, without invalidating the historical data of their customer retention and customer experience platform."

Turek went on to explain that this new product will offer "the best of both worlds" to its clients. Companies can now conduct extensive market research and create customer experience initiatives all within the same platform, a feature Turek suggests is unique to the experience management platforms market. By providing a completely self-service tool in Agile Research, customers are able to achieve substantial cost savings by eliminating the need to use separate platforms for their market research.

This innovation from Medallia offers a reduced cost for organisations by enabling them to bring high-cost platforms in-house. It also facilitates speedy insight generation with its easy-to-use DIY surveys, helping brands adjust to rapid changes in the marketplace.

The integration of Agile Research within Medallia Experience Cloud will enable access to millions of respondents worldwide through a third-party panel. Furthermore, it will help organisations break down operational silos, and provide a unified platform which allows the capture and analysis of customer data from one single source of truth.

Medallia assists customer, employee, citizen, and patient experiences. As a enterprise experience platform, Medallia Experience Cloud is the mission-critical system of record that makes all other applications customer and employee aware. The platform captures billions of experience signals across interactions including all voice, video, digital, IoT, social media, and corporate-messaging tools.

Medallia uses proprietary artificial intelligence and machine learning technology to automatically reveal predictive insights that drive powerful business actions and outcomes. According to the company, Medallia customers reduce churn, turn detractors into promoters and buyers, create in-the-moment cross-sell and up-sell opportunities, and drive revenue-impacting business decisions, providing clear and potent returns on investment.