Tableau Enables More Efficient, Effective Survey Analysis for Market Research Firm

• Application Infrastructure & Middleware - Data Visualization

• Automotive

• Sales & Marketing

• Data Science Services

Kwantum Institute, a market research firm serving major global automotive manufacturers, was struggling with its survey analysis and reporting process. The existing process, which involved a combination of Excel pivot tables, charts, and VBA macros, was not only time-consuming but also produced static and lengthy reports. As a result, clients were losing interest and missing potentially important findings and results. The company needed a survey analysis and reporting tool that would not only improve its internal operational processes but also increase the quality of its customer offerings by structuring results visually. In addition, Kwantum required a solution that was able to access its massive ChoiceMonitor database (up to 200 million rows of data) without impacting the integrity of its other systems. Finally, given the ever-changing market conditions in the automotive industry, Kwantum’s clients required reports and dashboards that offered real-time information as well as the ability to further interact with the data to a degree that static Excel tables don’t allow.

Kwantum Institute is a market research firm that provides specialized and innovative services to major global automotive manufacturers. Their clients include Toyota, Honda, Mitsubishi, Ford, GM, Volkswagen, and others. The company has a massive ChoiceMonitor database, which contains up to 200 million rows of data. Kwantum Institute is committed to delivering high-quality services to its clients, and it continually seeks ways to improve its operational processes and customer offerings. The company recognizes the importance of presenting data in a visually structured manner to help its clients better understand and benefit from the findings and results of their market research.

Kwantum Institute deployed Tableau’s visual analysis applications to enable it to easily distribute and share advanced analyses with its customers. Tableau’s ability to access data directly from the ChoiceMonitor database and present it in real-time to clients via a browser allowed the individual customers to interact with the data, highlighting specific points of interest, modifying the view or customizing their analyses—all without having to recreate entire reports from the ground up or learn complicated query languages. Tableau has also enabled Kwantum to significantly increase the customer’s ability to understand and benefit from the data, resulting in higher customer satisfaction. The solution enables Kwantum’s clients to rapidly see important trends without having to spend hours wading through data and spreadsheets. Additionally, Tableau allowed Kwantum’s analysts to concentrate on discussing results and working on conclusions with clients, rather than only delivering data. Kwantum replaced hundreds of pages of reports (each formatted separately) with 21 easy-to-understand dashboards.

• Tableau’s visual analysis applications enabled Kwantum to easily distribute and share advanced analyses with its customers.
• Tableau’s ability to access data directly from the ChoiceMonitor database and present it in real-time to clients via a browser allowed the individual customers to interact with the data.
• Tableau has also enabled Kwantum to significantly increase the customer’s ability to understand and benefit from the data, resulting in higher customer satisfaction.